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From blockbuster to nichebuster -
Niche therapies drive future drugs growth and incentivize R&D
investment over sales spending
For 25 years, blockbusters have played a key role in driving strong drug market growth. However, pressure on blockbusters is increasing, as both regulators and payers are shifting away from me-too drugs, which in the past have been fertile ground for blockbusters. Furthermore, blockbusters attract significant generic competition and may also stifle R&D innovation.
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