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Pharmaceutical Life Cycle Management (LCM) Today′s discussion Life Cycle Management LCM requires a commercial mindset LCM requires a commercial mindset LCM requires a commercial mindset LCM requires a commercial mindset LCM requires a commercial mindset The life cycle can be divided into three phases Best practice targets for ”launch” phase Selecting the right label requires a clear ambition Trend towards compressed launch schedules – case example: Pfizer Marketing investment becoming more aggressive Dynamic marketing model Example of physician decision funnel Publication volume is important