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The post-Rocephin period

Executive Summary

Holubiak was product manager for Rocephin, the major Roche injectable antibiotic, when it was launched. He comes back to Roche as that key product is approaching patent expiration and the company's recent entries into the retail drug sector have run into post-approval problems. Zenner said that Holubiak was recruited "to lead our marketing and sales effort as we prepare for an unprecedented, intense period of product approvals and launches." As a management consultant specializing in managed care markets and local variations in markets, Holubiak was a convincing proponent of a broader definition for the business: health care, not just drugs
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