ground zero opinion from doctor on provenge, page-5

Dendreon, it has to be said, have got their logistics all wrong. They opted for a massive rollout of these outlets (a lot of which were still in the pipeline) without considering the actual costs of the product to the people that were always going to matter: the doctors.

If the doctors can't afford to buy the product because of upfront payments coupled with slow reimbursement times, then it didn't matter if patients were knocking down Dendreon's doors - or the doctors' doors, for that matter.

Here is the perfect blueprint of how not to conduct business. Not that it's entirely Dendreon's fault, they are to a large extent educating themselves on how to run a successful business.

It's just that they shot for the stars but only made it to the moon.

Prima Biomed now need to seize this opportunity by examining every inch of where Dendreon went wrong.