By Wendy Diller
Ambitious specialty pharmaceutical companies traditionally face a conundrum: they can't afford to sell their products into primary-care markets because they...
Watson's Strategy for Beating the Big Boys
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Watson's launch of incontinence drug Oxytrol illustrates the opportunities and challenges specialty pharma companies face when they try to move into primary care markets dominated by Big Pharma. Watson's added a whole set of Big Pharma-experienced managers and is betting that their expertise can guide it through the intimidating process of selecting and launching products. Even so, launching a product into primary care markets requires a commitment that stresses resources and changes the corporate culture.
Candid conversations with C-suite leaders.
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