Januvia: Defining Primary-Care Success and Risk
Januvia's fast development and successful launch exemplifies Merck's new biomarker-based R&D operation and its focused "one Merck" strategy. But the drug also provides an ideal case study of why doing everything right in primary care brings with it extraordinary risks: the key elements of Januvia's success -- blazing speed through development and the extraordinary safety profile on which its commercial triumph depends -- also define its most dangerous commercial liabilities.
You may also be interested in...
New treatments for Type 2 diabetes are driving the optimism underlying Bristol and AstraZeneca’s proposed acquisition for Amylin and are leading to a re-alignment of allies and competitors focused on the disease. Companies are enthusiastic about the vast opportunity, yet worried about the costs and risks of full-scale commitment to it.
As U.S. pharmaceutical companies continue to adjust to dramatic changes in their operating environment, the traditional primary care detail rep will become extinct in five to seven years, Bain & Co. consultant Charles Farkas predicts
A new IMS survey shows that payors are now virtually the most important determinant of marketplace success -- far more important, in most markets, including the US, than sales representatives, who are less influential than they have ever been. Moreover, marketers who can't create a strong market penetration within six months of launch, will almost certainly fail - no matter what they do - to be able to improve the sales curve.