Hottod , commercial success in pharmaceuticals according to US analyst Ted Kissel relies on 3 phases of influence long before FDA approval .Firstly the presentation of peer reviewed clinical data . Secondly the publishing of this data & finally listing in approved compendia . The use of the product during these phases predicts its likely success or failure .
FDA approval is no guarantee of success & does not eliminate percieved negativity by health professionals
Kissel a consultant to the likes of Bayer , Eli Lilly etc sais that the correct marketing of new pharmaceutical products is convincing medical professionals with meaningful statistical & clinical findings long before FDA approval.
Kissel's sentiments 'appear' inconsistent with POH's business plan but theres always time for a rethink !!
partnering for success, page-12
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