05 · The organising model
One Vision. Two agendas. Multiple markets.
The proposal is built around one practical problem: how to protect a clear Respiratory core while allowing the story to flex where it needs to.
The strategic coreThe parts of the Vision that must remain consistent.
Asthma / COPD expressionThe disease-area emphasis needed to make the Vision clinically useful.
Market flexThe local adaptation required to keep the story credible and usable.
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