The Rivaroxaban Launch

I was invited for a product launch at the KL Convention Center on Saturday afternoon. In this day and age, such launch were getting few and far between. This was a new anticoagulants which I was involved in in the clinical trial back in 2006. It is a good product but damn expansive. Yes, I prescribed it to a couple of my current patients since they had budget for it, but I can't see it being used extensively in Malaysia since the alternative is far cheaper, as well as relatively well tolerated.

The Pharmaceutical Company certainly did not pull any punches at the launch, with the dinner reception being held at the Petroleum Club on the Twin Tower. I decided to give it a miss having been at the club a couple of times in the past. But why spent so much money on such reception. As far as the Company is concerned, this is an important drug with two other competing agents in the horizon. Should the product sells well, it is a potential gold mine. Therefore, I do understand why the company was banking so much on the launch.

Walking in the tunnel from Suria to the Convention CenterThis guy apparently supposed to present a blood clot.The product launch itself was full of gimmick. They had a drama troupe giving presentations and mingling around with the guest. A kind of performance art which would not look out of place at an art gallery. They had speaker coming from the States as well for good measure. Delegates from out of town also get to stay for the night at one of the hotel at the Golden Triangle. Not a bad deal all around eh. But unfortunately, such cost would eventually be passed on to the paying patients .....