He suggests a more focused approach: Concede that companies can claim a credit for routine research, but only if they devote 5% of their research budgets to truly innovativeprojects, in which the development of a product is not assured.
In this highly innovative and regulated industry across multiple client-specific, deep-dive researchprojects around the world, we have found that enterprise perceptions drive physician behavior much more than their perceptions of the products themselves--much more.