12/8/2023 0 Comments Big pharma game timing![]() ![]() Big pharma’s enormous scale advantages in marketing and communication weren’t enough to assure new product success. New drugs actually had to prove better in clinical trials than existing drugs. Cialis.īut the market shifted when the FDA decided new drugs had to be not only efficacious, they had to enhance the standard of care. Think of the marketing cost in the Celebrex vs. Coke marketing tactics and sales warfare to dominate a blockbuster category than product development. Leadership’s view of the market changed, as it was perceived safer to invest in Pepsi vs. Then the business folks took over with ads, distribution, salespeople and convention booths, convincing doctors to prescribe and us to buy.īig pharma companies grew into large, masterful consumer products companies. If the drug worked, without big safety issues, the company could launch it. It did not have to be better than existing drugs. What happened? In the old days pharma companies had to demonstrate their drug worked called product efficacy. ![]()
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