Beyond The Blockbuster Drug

See the description "about the book".

In this book, Gilbert Mertens, a renowed strategic thinker, coined the term "nichebusters". In 2000, he already came up with facts and figures about the declining blockbuster sales of medicines (those medicines that reach sales of at least US $ 1 billion) and the need for the pharmaceutical industry to adapt to reality, to change its business model...it took the industry ten years to follow his advise