KEY TAKEAWAY: What happens when a drug company presents “select” data to try and get patients to switch to a more expensive oral therapy?
KEY TAKEAWAY: When a CEO decides to take the money and leave a company facing challenges you have to wonder why in the hell he was eve named CEO?
KEY TAKEAWAY: Spending $40 million on a DTC campaign to increase awareness of a drug that people are demolishing on social media is a waste of money. Surely DTC marketers can do better than this.
KEY SUMMARY: Biogen’s DTC ad for Tecdidera clearly shows that they need help in DTC marketing and ignores the realities of MS patients talking to one another.
KEY SUMMARY: I received a lot of comments on my post about Biogen’s layoffs, but I didn’t expect them to be so one-sided. It seems that in fact Biogen does have an issue and it is centered around their CEO who has a history of laying off people while taking an eight figure salary.
KEY TAKEAWAY: Small biotech companies should use what is happening to Biogen as a lesson in what not to as they deal with growth and success, but it’s sure to happen again and again as Pharma seems reluctant to learn business lessons.
KEY TAKEAWAY: While investors seem to buy or sell on tidbits of news about new drugs ultimately it’s patients who win or lose when new drugs make it through the stringent development and approval process. The dedication of the employees at Biogen Idec are going to have to put in a lot of hours to ensure that the promise of the pipeline is fulfilled.