"David, how's the development of ranibizumab going?" In Nova headquarters, an executive asked other executives about the development progress of the new drug, ranibizumab is their new drug for macular degeneration, and it is also a key project of Nova in recent years, according to their judgment of the market, once approved by the FDA, this will be a blockbuster drug.

"Steve, the clinical trial is going very well, and it doesn't take long for us to get FDA approval." David said confidently, "I've already started a public relations campaign against the FDA. ”

What kind of public relations action he is talking about, everyone knows that providing all kinds of comfortable enjoyment for the professionals in charge of FDA review, helping them promote their academic works, holding special academic conferences for them, etc., these big pharmaceutical companies have a lot of experience in the operation, and they can completely convince those reviewers.

This is one of the reasons why small pharmaceutical companies cannot afford the cost of FDA review, as new drugs need to be launched not only to spend a lot of money on clinical trials, but also to spend a lot of money on public relations. And most importantly, those reviewers know the big pharma companies well and can accept their kindness with confidence, but they have never dealt with the small pharma companies, and sometimes they don't necessarily dare to accept it if they want to show favor.

In addition, large pharmaceutical companies can quickly approve their new drugs through various public relations activities, so from another perspective, they can also use public relations activities to prevent certain new drugs that may have an impact on them from being approved, and they can definitely do it in order to protect their own interests.

"Very good, I'm sure the shareholders will be very happy to hear this!" Steve enthuses that as executives, they can also get a big bonus from it.

"I'm sorry, gentlemen, I'm afraid I'm going to interrupt your celebration, there's bad news here!" Steve and David were both happy, but the other executive looked grim.

"Norman, what's wrong? Could it be that something went wrong with the development? Or is there another company's development plan that collides with us? But I didn't get anything like that. David asked, confused.

"I just received an email that told me the unfortunate news that there is now a cheap macular degeneration treatment on the market, and the price of this drug is only a fraction of the price we plan to give ranibumab, which means that ranibizumab will face the onslaught of cheap drugs before it is approved." Norman said with a serious face, "This is just too bad. ”

Pharmaceutical companies don't hear the word cheap the most, what we do is to save human lives, maintain human health such a sacred and great cause, can human life and health be measured by money? People who sell cheap drugs simply have no respect for human life and health!

"What is the drug? Why didn't I receive the message? "David and Steve looked at each other, how could they not know if a company had developed a similar product?

"It is not a drug specifically for macular degeneration, but an off-label drug, and some doctors have found that Roche's Avastin has a significant effect on macular degeneration, so they often prescribe this drug to macular degeneration patients in the form of off-label drugs, and this method has a tendency to spread, and we have not noticed these before." Norman showed them the printed email, "Look, the upward curve is very obvious, and it's going to have a huge impact on our ranibizumab." ”

"Damn it! These doctors are too irresponsible, and the safety of patients is not guaranteed by the use of off-label drugs. David was indignant, how can you use the method of use that is not indicated on the label? Don't these doctors know that this will affect our bottom line? Are we spending money on doctors in vain? They don't pay attention to professional ethics, right?

"Looks like we're going to have to call an emergency meeting right away and figure out how to fix this!" Executives immediately called the rest of the staff for an emergency meeting.

Norman showed them the email he had received on the big screen, "Now what we need to do is to prohibit these doctors from continuing to use off-label drugs to prescribe this drug to macular degeneration patients, and in addition to convincing Roche not to add macular degeneration treatment to the label of Avastin. ”

"We can have the academic community produce a special paper to analyze the efficacy of avastin and ranibizumab, and let them tell those patients that there are safety concerns with the use of avastin for macular degeneration." It was immediately suggested that they did not care whether there was such a difference between the two drugs or not.

Nova spends a lot of money every year to sponsor the academic community, and they have no doubt about finding scholars who are willing to do these studies and produce satisfactory results.

"I believe that Roche is also unwilling to sell macular degeneration treatment drugs at such a cheap price." They are both pharmaceutical giants, and they couldn't be clearer about each other's ideas, "We can give up part of the market and let Roche help us sell ranibizumab in exchange for them banning Avastin for macular degeneration." ”

"In that case, we would have to raise the price, otherwise the profits from ranibizumab would not be satisfactory to shareholders." Steve said.

"Roche will support the price increase, isn't that what they do with vitamin C?" Norman shrugged, they were just as familiar with the price alliance.

"We're also going to have to do a PR campaign with the FDA to prohibit doctors from prescribing drugs to macular degeneration patients in the form of off-label drugs, and of course, this will be after the relevant papers are published." David suggested that the FDA should also take into account the impact, and that a plain ban for no reason is a bit excessive, but it would be different if there were several papers that pointed out the safety risks of avastin.

"Okay, let's do it, now let's start assigning tasks, David, you're in charge of the FDA's public relations, Steve, you go find the relevant academics; Let them come up with their papers as soon as possible and publish them in journals of the New England Journal of Medicine and above; I'm going to talk to the people at Roche and hear their conditions first! After some discussion, Norman finished assigning his tasks, packed up his things, and was ready to break up.

"Wait, one more thing, the Chinese branch wants us to help them put pressure on the local government to stop a certain local drug from coming to market." Someone hurriedly said.

"Now ranibizumab is the most important thing, let them do it themselves!"

In reality, this didn't happen at this time, but it was very representative, so I changed it to now.