We all hear the news - the endless hype on Charlie Sheen, Lindsay Lohan, Libya, Japan, and everything else. The media puts out an endless stream of updates from live camera shots, press releases and conferences, and announcements from PR agencies. We get so much "non-news" and there is such an effort to fill the hundreds or thousands of television channels and radio stations with more news, that sometimes news sneaks out before its ready.
Companies offer endless streams of announcements and press releases. And sometimes they talk about what a product is supposed to do before they know it will work. This raises expectations on the part of the reader who doesn't always hear that it is expected to work but that it will work.
The pharmaceutical industry is not immune to this. Amgen and Takeda Pharmaceuticals just announced that a highly anticipated lung cancer drug did not meet expectations. I bet it was only so highly anticipated because they promoted it. A classic example of overly hyped news.
So if you had lung cancer and heard about this new drug that looked very promising and then found out that it didn't work as expected. How would you feel? Like one of your last hopes just collapsed? Maybe the marketing for the new drug that was supposed to help boost sales let the cat out of the bag a bit too early.