Watson's Strategy for Beating the Big Boys

Watson's launch of incontinence drug Oxytrol illustrates the opportunities and challenges specialty pharma companies face when they try to move into primary care markets dominated by Big Pharma. Watson's added a whole set of Big Pharma-experienced managers and is betting that their expertise can guide it through the intimidating process of selecting and launching products. Even so, launching a product into primary care markets requires a commitment that stresses resources and changes the corporate culture.