The Serendipity of Unintended Experiments
Any promotional increase--including short term ones--that a company makes in one therapeutic category to respond to a marketplace event reverberates through other classes. Contrary to conventional wisdom, even slight and brief shifts in promotional activity can result in significant changes in market share, including in chronic care markets. Companies should observe and bank data from these changes so they can better allocate sales resources when anticipating or reacting to a triggering market event.
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Statistical approaches to looking beneath the surface of the overall market can provide useful insights into the responsiveness of particular products to adjustments in promotional levels. One approach involves examining substantial changes occurring at the level of those physicians exposed to changes in promotion levels for specific products.
Zydus Cadila expects domestic sales to improve and the US generics business to grow in “mid to high” single digits during FY21 after both saw a coronavirus-related hit in Q1. Meanwhile, approvals for a few biologics are expected, its COVID-19 vaccine candidate has just entered Phase II studies and remdesivir launch looms.