definiens: means efforts that are not less than those efforts a Party makes with respect to other products inits portfolio ( but, in any event, not less than the efforts that would be exerted by a reasonably prud ent and diligentbiopharmaceutical company similarly situated to suc h Party to accomplish similar objectives ), taking i nto account, amongother things, medical and clinical considerations, the product ’s labeling ( target or actual ) and marke t potential, financialreturn, competitive market conditions in the therap eutic area, regulatory environment and other releva nt factors at the timesuch efforts are due . Diligent Efforts shall apply on a Selected LNA Compound - by - Selected LNA Compound, and Product - by - Product basis, and the failure to exercise Diligent Efforts with respect to a particular Selected LNA Compound or a particularProduct shall not constitute a breach of either Par ty ’s obligation to use Diligent Efforts with respec t to any other SelectedLNA Compound or Product