A “Life Science Leader” guest column by Purple MD Crystal Benton
Pharmaceutical companies got a reputation boost from their role in COVID-19 response. As these companies look to their next drug development and launch, a shift in approach could mitigate their reputation risk, Purple Managing Director Crystal Benton writes in a guest column for Life Science Leader.
“Reputation drag from ill-planned, high-cost launches could drain much, if not all, of the equity the industry has built through its efforts to rescue the world from the pandemic. And Washington has a notoriously short memory. … Mitigating that risk requires an enhanced approach that goes beyond brand marketing, for which many companies are not prepared. Pharmaceutical company leadership should consider three shifts in their approach to the drug development and launch process.”
Read the full article at LifeScienceLeader.com.