He would say that his government does have a big idea: to bring excellence and choice to the public services through a combination of increased funding and (New Labour buzz-word meaning competition) contestability.
My second brother was so taciturn that my neighbors often wondered whether he was a mute, so he left the house without saying a word about the competition.
With Pradaxa, which is already on the market, the advertising has already begun, with an awareness campaign by Susan Lucci (her husband as a fib) that started before the drug was approved. (Companies are allowed to raise awareness about disease before they can market their own drugs.) With competition approaching, Pradaxa maker Boerhinger Ingelheim has no choice but to get the word out fast.