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Marketing on a Budget: An Internet Launch

This article was originally published in Start Up

Executive Summary

LAM. Pharmaceutical Corp., a tiny firm hoping to compete in the highly fragmented wound-healing market, has hired RxCentric to help it launch its new hyaluronic gel via the Internet. L.A.M. is betting that the approach can effectively but relatively inexpensively showcase a product that management believes is clinically superior to the offerings of much larger companies.

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