In July 2015, Novartis launched its new heart failure drug, Entresto, which Forbes in 2014 predicted would be a blockbuster — with expected sales of $10 billion annually — as the potential market in the US exceeds 5 million people with a heart failure condition. Yet, in the first quarter of 2016 the company sold only $17 million of Entresto in the U.S. market.
The Right Way to Use Competitive Intelligence
It’s to update your perspectives.
June 16, 2016
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Laura Schneider for HBR
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