When you have 90% market share the majority of companies will continue as they are.  Novartis is smar enough to realise that to stay relevant and ahead of your competition you need to continue re-inventing and engaging your customers who in this case are the physicians.  

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To stay ahead a new master visual was designed along with a launch video that was used on all iPad's of the Tareg sales force and was the opening video for the re-launch event.