FOCUS: HEALTHCARE PR - A new pill to swallow. A further layer of healthcare regulation will necessitate greater levels of pre-launch PR for new drugs. Nick Purdom reports

Contrary to its friendly-sounding acronym, NICE - the National Institute of Clinical Excellence - could be anything but good news for pharmaceutical companies and their PR agencies. If a drug fails to win approval from NICE for NHS prescription by GPs its earnings potential could be severely diminished.

by NICK PURDOM

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