Novartis R&D Strategy Keeps Marketers on the Sidelines

In an interview with the Boston Globe, Novartis research chief Mark Fishman says he's been successful over the past eight years precisely because he kept the marketing group on the sidelines.

One of the mantras in Big Pharma drug development work these days is that marketing strategies have to figure prominently in determining which programs get the bulk of their time and money. But in an interview with the Boston Globe's Robert Weisman, Novartis ($NVS) research chief Mark Fishman says he's been successful over the past eight years precisely because he kept the marketing group on the sidelines.

As head of the Novartis Institutes for B