In today’s volatile and challenging medicines market, with the headwinds for launches continuing, companies can’t leave any opportunity for profit unexplored. Established brands represent the majority of portfolios across pharma’s global affiliates and are often neglected, with revenue and profit growth unoptimized.

The challenge is that optimizing established brands needs locally tailored expertise and resources to get the best out of the portfolio. A conscious global investment strategy, combined with smart partnering at a local level, is critical to achieve this.