Adrian Slywotzky no livro "Demand" conta a história de Roy Vagelos, a pessoa que revolucionou a pesquisa de novos medicamentos da Merck.
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A certa altura encontro isto:
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"The final dimension of Vagelos’s approach was a contrarian attitude toward the Food and Drug Administration (FDA), the national agency whose approval was required before new drugs could be brought to market. For most pharmaceutical companies, the FDA was the antagonist, the enemy. Vagelos thought differently: “Let’s treat the FDA as a customer—a very important customer.”
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And Merck did. The new orientation shifted attitudes within Merck. Rather than asking, What do we have to do to get the FDA off our backs with as little trouble as possible? Merck researchers began asking, What information does this important customer need to make their decisions? Then they took whatever steps were required to provide it. Submissions and presentations were over-prepared, and FDA approvals began to flow more quickly than ever."
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Um excelente exemplo da nossa doutrina.
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Incluir na rede da procura os reguladores e trabalhá-los, construir uma proposta de valor para os satisfazer!!!
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