Biotech Values

[tinkershaw]

AP made the same mistake as Adam Feuerstein

One has to wonder if it was a "mistake" when it comes to pharmaceutical marketing battles. I'd bet it has more to do with Novo marketing/press folks working connections to subtlety change the language in news reporting on the topic.

"inferior" is the only thing most people will remember, and they won't go back to see the complex clinical details.

Perception is reality and Novo knows it, and AMLN, as has been a long standing charge, really is just not very good when it comes to marketing and defending their turf. Lilly seems to not be that invested in the drug to fully defend it.

That is my perception of these quotes and they are a PR disaster for AMLN, beyond just the trial results themselves. AMLN needs to do something perception wise here or the franchise is going to suffer even more long-term damage if this inferior label takes hold.

Tinker