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How AstraZeneca could have pushed Brilique harder in Germany

This article was originally published in Scrip

Executive Summary

Shortly after a bad set of quarterly performance figures for AstraZeneca, it will bring no joy to new CEO Pascal Soriot to find out that AZ’s innovative heart drug Brilique (ticagrelor) has missed potentially millions of euros worth of sales in Germany because it had not adequately targeted its marketing to physicians. AstraZeneca should have told doctors what the drug did and how good it was: instead it focused on how Brilique wouldn't dent their budgets, because of 'a federal level budget exemption'.



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