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      "text": "1. Put patients and our customers first by maintaining the highest ethical standards in the industry\n2. Select high-growth business segments (therapeutic areas and geographies) where the healthcare professional is still the primary decision maker\n3. Maintain a bias toward durable products that are largely cash pay, or are reimbursed through private insurance\n4. Focus our resources on bringing new products to the market (output), not R&D spend (input)\n5. Maintain a decentralized operating model to ensure decisions are made close to the customer\n6. Focus our promotional spending on customer-facing activities\n7. Measure all of our operating units on organic growth and cash flow generation\n8. Require Internal Rates of Return (IRR) significantly above our cost of capital, coupled with short-term cash paybacks for all of our deals\n9. Directly link senior management compensation to long-term shareholder returns\n10. Ensure tight controls and rigorous compliance standards while avoiding overspending",
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