Ironwood’s Next Steps For Linzess: DTC and Traditional Lifecycle Management
This article was originally published in The Pink Sheet Daily
Executive Summary
At its first investor day, Ironwood offered Wall Street details about the ongoing launch of Linzess, one of the few new primary care drugs to hit the market in recent years, laying out plans for what it insists will be a precision-based, cost-effective DTC campaign and a traditional lifecycle management program for the drug.
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