Instead, the company enlisted Nissen to re-analyze the Montreal data, throwing out artery scans that his team at the Cleveland Clinic found unreadable.

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In particular, researchers will re-analyze a previous big trial of Erbitux as initial colon cancer treatment to see if the drug combo worked better in the subset of patients who don't have kras mutations.

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They will analyze, adjust, tweak, modify, re-launch, test, upgrade and try again, but they will not give up.

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During regular strategic planning meetings talented intellectual entrepreneurs need to devote time to analyze what programs should be cut, spun-off, or re-structured.

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