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Finding The Right Path To Category Leadership In Oncology

 
• By Nils Behnke, Michael Retterath, and Todd Sangster

Oncology drug development is undergoing rapid shifts. Bain research shows companies that seek to lead in specific vertical categories outperform rivals that invest across a broad spectrum of cancer targets.

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The first generation of blockbuster cancer drugs produced a decade of high returns for the field’s pioneers – Roche, Novartis AG and Celgene Corp.– and ample cash flow to invest in next-generation products. Those days are over. Nearly every major pharma company today aims to lead in oncology. Pipelines are bulging with competing products, and earning superior returns in a crowded market is increasingly difficult.

No question, oncology is one of the industry’s largest and most attractive sectors, with more than $100 billion in sales,...

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