Or so they thought.
Little did they know that the enemies of simple were lurking around every corner, ready and waiting to leap out and add a barrier here, a turn of phrase there, and an extra bit of explanation everywhere.So a perfectly simple, easy-to-communicate idea, for a product that clearly granted an important unmet need, became buried under a clutter of complexity, from regulatory requirements, to corporate policies, to "helpful" additions from management—the residue of dozens of compromises.
The result? A so-so launch, a perplexed sales force ("There's got to be a benefit buried in here somewhere"), a confused prescriber, and a mediocre sales performance. What followed was predictable: Product messages were changed, the sales force retrained, the brand team switched, and finally the budget reduced and the brand marginalized.
How could this have happened to such a promising opportunity? To a clear winner? Unfortunately, it happens quite frequently. Keeping things simple can be a very complex business. Especially in the pharmaceutical marketplace.