[refurb]

If a drug is actually a good idea for patients, with no profit motive behind it, it will sell itself.

This is entirely untrue.

The one thing I learned in the biotech space is that doctors range from those doing research and know all about the cutting edge drugs all the way to doctors who are surprised to learn about a new drug that was approved a year ago. And there are way more of the 2nd kind.

Changes to how conditions are treated actually happens really slowly. What often hinders adoptation of new drugs is information and that’s a key goal of marketing - actually letting doctors know something new is available.

[fastball]

Then that's a problem with your doctor.

[refurb]

That's a problem with a lot of doctors.

And that's not to slam them. They often treat a ton of different diseases, and a new drug launch isn't the highest priority for them. They'll eventually learn about it, so marketing is an attempt to accelerate that.