Cinderella 2: Unlocking the value chain in antibiotic development to achieve market access success

In this Guest Column, Brendan Walkden (Head of Solici – Strategic Competitive Intelligence Division of Cambridge Healthcare Research) addresses the historic challenges and explores effective strategies for achieving market access success in the development of antibiotics within the pharmaceutical industry. The not so challenging antibiotic market They say a week is a long time in politics, and some might say it represents an eternity in pharma. Back in November 2014, industry titans, Merck and BMS were feverishly building the marketing strategies for two of the most successful drugs in the industry, Keytruda and Opdivo, whilst that particular month also marked...