new product launch on tvsn, page-13

Yes Goldenchook there is cleverness in a three arm trial against the market leader.

Both actives beat the placebo.

Then you get a null result between the two actives - but better on a secondary outcome (say less irritation) in your active.

You can then claim equivalence to the market leader in terms of efficacy but with less nasty side effects.

You'd never get away with this in a serious trial because the null was never tested properly - but it works for marketing.

On a small side point Playez - you'll be pleased to see the trial was registered prospectively - meaning it can be published in a respectable journal.