It has to be difficult for a CEO or CFO to devote resources to commercializing a therapy when approval is still uncertain and far away.

PRE sat down with Chris at Life Science Marketing Radio to talk about the activities that make these launches successful and who is brought on to make it happen.

Key takeaways:

As an example of shaping the market and positioning a disease, Mike shared the story of how Pfizer repositioned impotence into erectile dysfunction which made a huge impact on the success of Viagra.

In essence, Pfizer launched two products, right? They relaunched the disease with a totally new name and then they launched their drug…We think that’s applicable to just about any condition in any therapy you’re launching. You’ve don’t necessarily have to rebrand the disease, but you should understand its perception and its relationship to your product.

Listen here: Market Shaping and Staffing Commercial Pre-Launch (

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