This role begins while structuring the details of the marketing agreement between the two entities. The marketing of biotech products involves more than just a distribution and promotion. Sometimes, an entire strategy must be planned in order to familiarize practitioners with the procedure or the products. Nobody can do a better job in this respect than the biotech companies themselves that developed the products. Several small biotechs that celebrated approvals for their products did not take long to become disillusioned following disappointing sales.
Examples are numerous.
Cytogen, for instance, has superior technology, technical capability, pipeline products and is one of the few companies to be granted approval for sophisticated products, yet it has failed to sell them. The defect has been the result of poor marketing strategy put by inexperienced management in this domain. And he did. Obviously, comparison and preference are integral parts in the decision making. In filtering out the incompetent companies, the analysts and investors will be left with several firms perfecting several technologies competing to cure the same diseases.