Playing American Idol with healthcare brands: how cookie-cutter brand archetype systems can lead to dull launches

Several years ago, I was invited to help analyze the disappointing performance of a brand called Xigris (drotrecogin alfa).  It was the first of its kind to effectively resolve sepsis, a prevalent and often-fatal, acute systemic infection.  The company, Eli Lilly, had received an accelerated approval to launch the brand […] keep reading