Any marketing plan around competition is the Marketing decision. Our VP was head of Marketing when Rinvoq launched & blow off Rinvoq before launch (said no better than Xeljanz) and ignored after launch for 9 months because rep field intel of RHU putting a lot of patients on it was dismissed because "I not seeing any utilization in trend data across nation". Even RDs Ed & John & Ken supported when reps brought it up that EVERY RHU in terr had several patients on it thru Abbvie free med program. Reps were totally discounted by a CLUELESS Head of Marketing (now our VP) and YES MEN RDs and young green new DMs who dont want to push back and super yes DMs.
Now it had our VP attention w 16% NBRX and RHU now having a lot or clinical experience while we never countered, saying Rinvoq is a little better in the severe patient than Xeljanz with not as much CV risk as Xeljanz.
Bang, overnight double digit share & pushing 600mil in sales first full year.
(MR VP THIS IS NOT THE REPS PROBLEM OR RESPONSIBILITY AS WE TOLD YOU A YEAR AGO WHAT WAS GOING ON & YOU IGNORED US BLOWING OFF ALL OUR FEEDBACK IN YOUR ARROGANT POMPOUS HEAD IN THE CLOUDS WAY. SO NOW DO NOT BLAME THE REPS, OUR MESSAGE IMPACT, OR SOV LIKE YOU ALWAYS DO! IT IS NOT US--- IT IS YOU CLUELESS NON LEADER FOOL!)