Derek Lowe on Pfizer’s irrational Exubera:
Pfizer may be counting on its (justly) famous marketing powers to put Exubera over. If the landscape, though, really is changing to more rigorous cost/benefit calculations, that might not do the trick. I realize that the BW authors have an interest in promoting this viewpoint, but I hope that they’re on to something. I’d rather see more of the competition between drug companies taking place over medical evidence and financial benefit, rather than the size of the sales forces. Salesmanship alone can’t put over a lousy drug. But it can take away from the issues that really should be decisive.
