This case study shows that a sub-optimal diagnostics strategy can impact on a drugs revenue. Using Selzentry as an example, it highlights how failure to address several key issues around testing logistics, such as test performance and slow turnaround time, can directly impact on sales. The study shows how these issues resulted in first year sales for Selzentry of $24m rather than the $150m forecasted. It also discusses the importance of investing in the market perception of a diagnostic test. It will help you understand:
  • How a less than optimally planned and executed diagnostic strategy can impact on a drug's revenue
  • That the testing critical to a drug's use must be available without access barriers and adopted broadly by physicians
  • That it is important to manage the messaging around the test/therapy
Download this case study to learn more.
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