Big drug firms take on industry challenges

04/15/2008 | Reuters

Major European drug companies are beefing up strategies to prove that their blockbuster treatments can still generate profit amid economic challenges, generic competition and other threats. GlaxoSmithKline PLC is working on a new direct-to-consumer ad campaign for its diabetes drug Avandia. Roche Holding has capitalized on its partnership with Genentech and its cancer medicines Avastin and Herceptin.

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