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In a new white paper on the pharmaceutical supply chain, Crimson & Co contends that producers have become too distant from consumers. Outsourcing has made manufacturing increasingly complex. A study found that 95% of project time was spent on co-ordinating activities, leaving the business “too abstracted” from the market and leading to a loss of focus on content, too much bureaucracy, a lack of flexibility and the wrong inventory levels. “It is time to go back to the real customer,” it concludes.