INSIDE ARE VALUABLE INSIGHTS TO HELP YOU STAND APART FROM YOUR COMPETITION AND ENHANCE YOUR RAPPORT WITH MEDICAL PROFESSIONALS! WE KNOW THAT MEDICAL LIAISONS, CORPORATE PHARMD'S, AND YOUR MARKETING STAFF WILL BENEFIT FROM THESE PRINCIPLES, AND THE FIELD STAFF WILL HAVE THEIR EFFORTS TRULY ENHANCED.THIS IS 'THE REST OF THE STORY' BEYOND THE SYNOPSIS IN THE ABSTRACT AT THE START OF CLINICAL STUDIES.Clinical studies are the heartbeat of medical testing and treatment. Teaching how to read a clinical study and to learn the value of the findings is really not that difficult. It only takes a little insight into the kinds of studies there are, and how they are put together.-This is real science, and planning a clinical study involves many aspects including the approval of an IRB, or Investigational Review Board.-A clinical study is included here and is dissected so you can understand the data.-Yes, there is an Abstract at the beginning. When you go thru this book, you will understand that the Abstract is not the whole story, and where to look for what you need to know.-Key points are explained, such as 'bias', 'p-value', 'n number', and 'half-life'. Once you master a corporate-approved clinical study, you are ready to design the rational first-time use of a product based upon pharmacodynamics, efficacy, and test results.-The data in your package insert is obtained from clinical studies and can help you build a description of a desirable first-use patient.-Adding additional new patient descriptions absolutely expands product use.-Know your package insert AND know the package inserts of your competition.