Page 63 - Binder2

The real money is in a drug you can charge thousands for
not once. Not twice. But every single month. But you have
to convince the patient they need it.

These are therapies that demand adherence, persistence,
and often uncomfortable administration. For them to
succeed, patients must trust the promise, commit to the
plan, and remain engaged even when results are slow, or
side effects emerge. That’s why patient buy-in isn’t
peripheral—it’s central.

The branding became more personal, more visual, and
more emotional. "You don’t have to live like this." "Ask
your doctor." "Take back control." The imagery was
universal, uplifting, and strategically silent on the
complexity behind the scenes.

But here’s what was rarely included in that story:

• The risk of anti-drug antibodies.
• The possibility of secondary loss of response.
• The reality that many patients would cycle through
multiple biologics over time.

These weren’t marketing oversights—they were strategic
omissions.

In public, biologics were precision tools. In practice, they
were increasingly blunt instruments—administered
broadly, often without personalized immune monitoring,
and sometimes without long-term durability. But the
marketing never changed. It kept selling permanence in a
system that was built on switches and escalations.

And patients believed it. Why wouldn’t they?

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