I am still very confused. TRCA's management team must have a strategy and this PR must be part of that strategy. It is not like someone shoved a microphone into the CEOs face and got an off the cuff remark. This was a PR that required thought and effort ... so what is the purpose from TRCA's perspective? Are they really thinking of competing on price in a niche market? How can you establish an acceptable differentation in price to offset the safety of the drug in children? They have to know that branding Increlex as the discount option could have a negative impact on sales, damage profit margins and drive PPS to unrecoverable lows.
If you were on the TRCA management, what possible overall strategy would this PR help accomplish? Slacker
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