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Orencia Marketing Likely To Focus On Broader Mechanism Of Action

Executive Summary

Bristol-Myers Squibb is setting the stage to differentiate Orencia from other biologic rheumatoid arthritis therapies with a broader mechanism of action claim

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Orencia Promos To Focus On Docs, Disease Awareness; No Branded DTC For Now

Professional education efforts will be the centerpiece of Bristol-Myers Squibb's late-February launch of the rheumatoid arthritis treatment Orencia (abatacept) under the company's voluntary direct-to-consumer advertising moratorium for new products

Orencia Promos To Focus On Docs, Disease Awareness; No Branded DTC For Now

Professional education efforts will be the centerpiece of Bristol-Myers Squibb's late-February launch of the rheumatoid arthritis treatment Orencia (abatacept) under the company's voluntary direct-to-consumer advertising moratorium for new products

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Bristol-Myers Squibb has created an immunoscience business unit to support the upcoming launch of Orencia (abatacept) for rheumatoid arthritis, U.S. Pharmaceuticals President Anthony Hooper said

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