Jason O’Neill, author of 'The Secrets of Successful Drug Launches' and former Dendreon CEO, details how products having an insufficient relative advantage, enter the market too late, or are incompatible with perceived needs can cause problems at launch.
Jason O’Neill, author of 'The Secrets of Successful Drug Launches' and former Dendreon CEO, continues his conversation about launch failures, this time detailing unrealistic launch forecasts, underinvestment in preparing the market, and a lack of valuable follow-on instructions can hurt a launch.
