To excel in derm, you need a few things done super well:
1-the right reps
2-a simple, 1 page IC plan that pays people to gain scripts - pay on volume, none of the silly goals and growth models
3-reps in the field 99% of the time. no silly meetings, no weekly calls, no, no, no
4-support the dermatology conferences. don't have to go big, but have to be at all of them.
Instead, Frank wanted to fight with Amgen. We should have hired the old Celgene talent and that old cowboy from Texas to lead them and we would be selling $100million by now. Instead, we copied Amgen's activity model of fake calls and hope they lead to sales.