In today’s market where roughly 90% of prescribed medications are filled with generics, the value proposition must be very compelling. Managed markets continue to be wary of the costs and impact on their budgets for newly marketed products—and, in many cases, for good reason. If you do not have the data to support a differentiated product and are viewed by managed markets as another “me too” offering that is more expensive, you are doomed to disappoint your shareholders. Managed markets always put up hurdles to curb prescribing of newly launched products until the product’s role is known in treatment pathways. In order to reach parity or a preferred position relative to competition in the shortest time possible, you must have the data to support minimizing those hurdles.