Post by mssciguy on Sept 29, 2015 13:20:26 GMT -5
New product rollouts traditionally consist of marketing to physicians, pharmacists and payers—once “the biggest decision-makers,” Witz says. “But in the end, all of these drugs are used by patients.”
That’s why Sanofi’s upcoming rollouts will look and feel so different.
Half of diabetics stop taking insulin within their first year of treatment—often because they don’t understand that the lack of immediate consequences can mask more serious long-term problems, Witz explains. Demonstrating the value of continuing therapy is good not only for patients, but also for drug makers.
So instead of simply pushing its new insulin drugs, Afrezza and Toujeo, into the sales channel, Sanofi will focus on raising patient awareness and transition to a partial pull model, in which patients request specific medications or information.
quarterly.insigniam.com/leadership/how-sanofi-will-roll-out-new-products/