You might be tempted to say that the Big Ten is the Susan Lucci of presidential politics -- except that the soap opera actress, after years of being passed over, finally was awarded an Emmy.
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.