Let's not be simple minded folks. The problem is a convergence of events. Yes the product is old and the two indications have been beat to a pulp in the market. But the product is still viable. The problem with the product is lack of additional indications. Where is the EB indication? Were is an indication for chronic wounds? If you are going to be a one trick pony, the only way to keep the product viable is to either add indications or provide the market variations of the product. (i.e: size, packaging etc. ) We have done nothing in 10 years. Where is our touted and expensive R&D department? What has become of all these studies and our partnership with the US Government to come up with a tissue regeneration solution for burn victims? Anybody remember that big announcement a few years ago???
Second, as stated earlier, there is this mindset that comes right from the top, that if you add more headcount (pharma, pharma, pharma) you get exponential growth in sales equal to the growth rate of your smaller team. This has come numerous times out of the mouth of GM. Problem is... that never works if you don't have the infrastructure of training and experienced management to mimic prior success. WE HAVE NEITHER!!!
When a plane goes down, it is never just one thing that goes wrong. It is a series of events that converge at the same time. Remember your seat cushion can be used as a flotation device. Get your ass off of it, and use it. Quit splitting hairs. We are simply in big trouble.