Promotional Response. What happens when we lose focus on the main competition? FACTS: During 2000 and 2001, we talked about Femara on 61% of our calls and tamoxifen on only 56% of calls Novartis talked about tamoxifen on 76% of calls
It shows Arimidex market share from Oct 1998 to Dec 2001.
A dramatic shift occurred in Jan 2000 after the
“Sell against letrozole campaign” began
for advanced breast cancer.