Wednesday, November 16, 2011
After hundreds of millions spent to develop and test a new drug, it is hard to accept that the drug is no better than a generic medication that has been around for years. Yet, that is the fix that AstraZeneca is in. From a public relations perspective, AstraZeneca should accept the results and go on. That means it reports to physicians that the drug brings no greater benefits to patients than what they are already using. It will be interesting to learn if the company does that or if it conducts more studies trying to establish a differentiation. My bet is that it will because of the huge investment the company has made. I also would not be surprised if the company no longer conducts head-to-head comparisons to avoid being embarrassed like this again. It would be dishonest but understandable.