Exubera: A Titanic Failure! What the survivors are saying.

The Wall Street Journal today characterized the failure of Exubera as "one of the drug industry's costliest failures ever." Mike Krensavage, an analyst at Raymond James & Associates, was quoted in the same article as saying "This is one of the most stunning failures in the history of the pharmaceutical industry."

We haven't heard such comments since the sinking of the Titanic!

What are the survivors -- Pfizer employees -- saying?

To find out, read today's post to Pharma Marketing Blog.

For more posts in related topic areas, see:

• DTC Advertising
• Sales & Sales Reps

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The collection of articles and commentary in this first Pharma Marketing News Special Supplement chronicles the emerging issues of direct-to-consumer (DTC) advertising and presents pro and con opinions from experts on how DTC needs to adapt in the post-Vioxx marketing era. Topics include: DTC Pros and Cons, Straight-Talking DTC, Communicating Risk, Biotech DTC, Print DTC, and more.

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