Sotyktu floundering
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I do! I’m currently at 53%! Suck it you nerd!
right, right. Sure helps to define the market the way you want and use the measure you want. Congrats big baller.
Thank you! Obviously it was not true when it was said that they hired the “best of the best” because you’re here. Guess a tough sell is not your strength!
Sincerely, there are many areas of the country with very little O, never took off. The reps with the high O should be the ones we focus on. The rest have to figure out how to grow it another way
There is word of high efficacy being seen leading to a future indication treating rectal itch! This will be huge for the brand!
why do we continue to target Otezla? Makes about as much sense as attacking generic topicals.
those two products are getting used first because they are safe. they are simple. and is some patients, they are effective.
instead, we should be targeting everyone else as to why we should be the logical step between Otezla and injectables. look, in about 120 days after any Otezla start, about 60% fail.
our marketing and our positioning fail. miserable leadership.
you can always tell the amateurs in dermatology when they attack topicals. phrases like topical churn. topical cycling, etc are created by no nothing analysts from ZS and then picked up my no nothing career marketers than could sell a damn thing except themselves to goons inside PPK
those two products are getting used first because they are safe. they are simple. and is some patients, they are effective.
instead, we should be targeting everyone else as to why we should be the logical step between Otezla and injectables. look, in about 120 days after any Otezla start, about 60% fail.
our marketing and our positioning fail. miserable leadership.
you can always tell the amateurs in dermatology when they attack topicals. phrases like topical churn. topical cycling, etc are created by no nothing analysts from ZS and then picked up my no nothing career marketers than could sell a damn thing except themselves to goons inside PPK
Just pull the plug already on all of bms, derm is not the disease, it’s just the symptom
Spot MF'ing on!
Nothing is changing the fact that 93% of the market will be generic topicals. Only fungible marketing bots try to come in and go after "topical churn" which isn't even a real thing. The collective experience on our brand team in derm, if you add them up including all the "digital" children is about 6 months.
DERM is different. Get us some derm leaders. Not Novartins and not Oncology marketers. Derm!
If you want to understand how derm providers think and prescribe then you need to get some of them to work with you on the brand team. Hire a MD dermatologist, a dermatology PA or a dermatology NP who actually sees and treats patients with psoriasis. You don't need a feedback board. They are useful as long as you are paying them for the day. These prescribers may be the ONLY ones who can drive this brand forward if it can be driven at all. BMS will have to come off of their salary quotas. Most MD derms out of medical school start off at $450k a year and any experienced derm PA or NP will bring home close to $300k a year. The most successful dermatology brands I know have actually providers on the marketing team. Just a thought for BMY.
This is the flavor that they savor up here, neighbor!
Hell, I'd just like a marketer or two or maybe even senior sales leadership to regularly meet with derm KOLs instead of spend all their energies manipulating the KPIs.
KOLs are overrated and quite frequently are not liked or respected by the providers in the trenches doing the actual work of seeing patients. Nobody likes a supreme leader in an ivory tower telling you how to prescribe. If you want to know how to win the battle go ask the troops on the front line. BMS leadership has seem to forgotten that simple strategy.
You realize we did have a Derm PA on staff for launch right?
What happened to the PA? Obviously whomever it was did not have enough experience with psoriasis to understand the prescribing habits of their peers.