You both are dead on and that is why I am surprised and disappointed that Amarin has not immediately terminated DTC (I realize commercials are booked in advance but they could come out with a statement concerning stoppage) and let go of much of the reps.
Having been in small business almost my entire life (albeit different from biotech/pharma) and in positions where we could increase profits by increasing prices (because of competition) we had to and did do it on the cost side. As you highlight Amarin needs to do this now but their mindset might hinder that for awhile. Hopefully it is not too late when they realize and implement that.
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