When core stories start with safety and efficacy data, we are condemning reps to opening their sales call with the same conversation as nearly every other product for that disease area. As a result, the conversations and go-to messages are tired from decades of use. Sure, we might be lowering x by 0.5% more than our competitor, but HCPs are not excited about incremental innovation. Going forward, we need to get much closer to why the product is important for HCPs and patients, before we can interest anybody in data or features.
We work with the following formula to help keep us on the value track.