For years, pharmaceutical sales and marketing brand teams have failed to realize how great a divide exists between what physicians say they will prescribe versus what they actually prescribe. With a wide range of variance between stated intentions and actual prescribing behavior and an inconsistent framework to filter this raw physician demand for other forces in the marketplace, it is no wonder that the pharmaceutical industry has historically faced so many challenges in accurately forecasting the success of a new product. The joke has been made inside many pharmaceutical companies that the core competency of the company is not launching new products, but rather in re-launching new products. Considering the dynamics of today's pharmaceutical marketplace, the stakes for new launch brands could not be higher. R&D productivity is not what it was 10 years ago. The FDA environment has tightened considerably, and physicians, payors and patients are all reacting more conservatively to the "post-Vioxx" world.
AN ACE IN THE WHOLE Patrick Howie; Mike Luby Medical Marketing and Media; Aug 2009; 44, 8; Docstoc pg. 56 Reproduced with
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