We are now faced with the challenge of meeting head-on, all these tremendous opportunities in the marketplace, with the revitalized campaign by the Department of Health (DOH) on the Generic Drugs Act of 1988. Likewise, with the increasingly keen competition for growth, leadership, and even survival in the drug industry jungle, we, in the marketing and business arena, have to() our innate skills and knowledge, awareness level, expertise and overall management capabilities toward efficiently managing with greater positive results, the pharmaceutical business that will provide a more meaningful health care delivery system for our children and children’s children.