Isn't Hindsight a great thing? We all know now what should have happened. Shoulda, woulda, coulda.... Intelligent savvy marketing minds needed to distinguish and separate any connotation that Vascepa was derived from Fish oil and that it was basically EPA (when it was icosapent ethyl) a different molecule altogether. We all know now that Vascepa should have been marketed as icosapent ethyl period. I know at the time Amarin management wanted to be helpful, but....? Almost downplay the fact that icosapent ethyl came from fish oil at all. That it was a purified by-product of EPA perhaps. Keep people guessing. Usually when you give people too much information, they'll simply go with what ever is the easiest to remember. I worked with a lawyer who was doing litigation for my USTA company. Because I was providing him the "Request For Information" (RFI), I would provide him with more detailed information than was asked for. His advice to me was; "Pablo, if you remember anything, you must remember to provide only what the Commission asks for, nothing more." I understood his point.
Like Tylenol, you don't call it Acetaminophen, you really don't say that it destroys your liver or that it's bad for diabetics, etc. Tell me how great it works.
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