title: Making the case to managed care: the science of marketing biologics.
abstract: Translating new science to a non-clinical audience, explaining the subtleties of biotech, making the clinical case for a treatment - all are part of biotech marketing to MC0s. The question of value is at the heart of every transaction: How can the total course of therapy save money while delivering the desired clinical outcome?
authors: Chuck
authors: C
authors: Appleby