Table of Contents
EXECUTIVE SUMMARY
- Key Findings
- Exubera Commercialization Milestones
MARKET ENTRY ISSUES
- Exubera Market-Entry Summary: Blockbuster Predicted
- How Exubera Missed the Mark: Key Marketing Issues
- Business Case with Payers not Adequate
- Thought Leaders Not Fully Engaged
- Drug Delivery System Not Fully Received
- Extra Burden on Physicians Impacted Adoption
- Rush to Launch without Full Internal Alignment Hurt Entry
- Rollout Too Rapid for Adequate Specialist Focus
- Marketing Muscle Could Not Overcome Concerns
- Massive Education Programs Failed to Influence
- Sales Support System Drew Internal Criticism
PRODUCT ISSUES
- Failure to Overcome Safety Questions Hurt Uptake
- Exubera Lacked Exploitable Efficacy Advantage
- Positioning Around Unmet Need Fell Short
- Dosing Complexity Limited Drug Acceptance Rate
- Scorecard: No Strong Driver for Medical Change
LESSONS LEARNED
APPENDIX
- Disease and Drug Information
- Status of Competing Inhaled Insulin Products
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