SellDrugs: Perfect balance found
Yesterday, perfect balance was found, a state of sublime poise between the efficacy and safety of bolloxizumab.
By on Nov 8, 2011While almost every drug in development has been said to offer some balance of efficacy and safety, the developers of bolloxizumab claim that it, and no other drug, represents the apogee, the pinnacle of achievement in balance.
"Every other drug can now be said to be dangerously unbalanced," said Brad Wanamaker, of Merkin Pharma. "What they thought they were seeing, however, is definitely more of one than the other, dangerously tilting towards efficacy at the peril of safety, perhaps. Bolloxizumab is now the benchmark against which balance can be evaluated, a kind of international standard, if you will.
"In focus groups, when we asked physicians what they want, they all said that they like to balance efficacy with safety, and we were like, whoa..! We knew that bolloxizumab has the balance of a gymnast, a ballerina, a tightrope walker. You can guess the way that insight played out behind the glass! When that word hit our ears, we knew we had it nailed. So, we couldn't wait to crystallise that mother in our positioning."
An industry analyst commented on this breakthrough, yesterday. "Pharma products have always been a mix of efficacy and safety - physicians choosing to give more of one and less of the other. For years now, however, they have wished that the decision was taken out of their hands by a product where balance wasn't in question, but was the very defining characteristic. We're forecasting blockbuster status."
A source close to the bolloxizumab team commented, "the team were going out on a limb. No-one quite knew how to write the concept into a positioning statement. When you're pushing limits the way these guys are, no-one's seen that kind of thing before. There is no chance anyone has ever seen anything like this in a positioning template, so they had to prepare the organisation for the shock. People would be like 'a balance of efficacy and safety? Isn't that like, way too aspirational? Surely we could never claim that..?"