Today's product launches are conducted more like election campaigns. Years before launch, companies position their drug candidates and lobby numerous influential constituencies.
PharmaExec.com reports that pharmaceutical companies have modeled product launches after military campaigns. After extensive planning and product approval, waves of sales representatives would storm physicians' offices under heavy advertising air cover and promotional support to attack fortified competitors and their products. The outcome of the battle would typically become clear within a year.
In contrast, today's product launches are conducted more like election campaigns. Years before launch, companies position their drug candidates and lobby numerous influential constituencies. Early in the campaign, rival companies with incumbent marketed drugs pre-position and attack the new challenger seeking to steal their votes. Promising drug candidates are scrutinized by analysts and media professionals, who monitor and report each trial and tribulation. The drug election is won or lost soon after launch as patients go to pharmacies to cast their votes, heavily influenced by physicians, payers, and other constituencies.
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