Citario/El dijo que...: Carlo Dossi o de como llegar de segundo (CIALIS) tiene sus ventajas...

"Los locos abren caminos que mas tarde recorren los sabios"

Carlo Dossi (Zenevredo, 27 marzo 1849 – Cardina, 1910) escritor italiano




En el número de septiembre/octubre de PME (Pharmaceutical Marketing Europe) publican un artículo al cual ya hemos hecho referencia:

Make your move

(La correlación entre el orden del lanzamiento del producto y su éxito)


Developing differentiation

"Consider again the case of the erectile dysfunction market. A superficial assessment suggests that Viagra’s lead was overtaken by differentiated product claim. Levitra claimed to be faster acting, Cialis longer lasting.

Deeper examination of each firm’s strategy reveals that there was more to it than this.

In fact, each product targeted a different segment. Levitra positioned more against the ‘spontaneity’ segment while Cialis focused relentlessly on those who sought to regain intimacy. In both cases, they differentiated against the incumbent Viagra, which began to look like a ‘jack of all trades’ and lost share accordingly. Interestingly, Cialis’s position seemed to work much better than Levitra and it is now the market leader in several national markets. Whatever the details, the erectile dysfunction market seems a strong example of first-mover effects being counterbalanced and overcome by more fundamental factors of strong strategy."

Dr. Brian Smith (research fellow en Open Business School y consultor en PragMedic) concluye su artículo afirmando que:




-pharmaceutical industry is different and the research evidence gives only equivocal support to the existence of firstmover effects in our market. It clearly happens, but not always, and we need to understand why. The answer to the question comes from realising that customer behaviour effects matter much more than economic effects. companies that understand and address market heterogeneity in their strategies

– with strong segmentation and clear positioning – can overcome the advantages of market leaders.

-First movers may capture the opinion leaders and mould prescribers’ minds, but this can be undone by distinctive positioning against well-defined segments based on deep understanding of customer motivations.