用法说明（中文，不计入问答）：这是 BU Head 最可能追问的问题 + 可直接口头回答的英文答案。每个答案只有一句加粗的必说线 + 2–3 句支撑，背那句粗体就稳。三个 tricky 题（Q2 / Q5 / Q10）我已按"标签内 + 证据 + 拉通数据衡量"的合规口径写，别自己发挥。数据来源：2025 SA Patient Study、2024 Qual report COPD & Asthma Patient Journey Study。
EXDENSUR — Anticipated Q&A
GSK Marketing Director · Competitive Interview
Q1. Why focus only on this narrow, severe group instead of a broader asthma base? We win the segment completely first, then expand — narrow start beats spreading thin. The eosinophilic, uncontrolled-on-ICS-LABA group has the deepest unmet need and the clearest fit for a differentiated, ultra-long-acting biologic. Owning that segment gives us proof cases and momentum before we broaden.
Q2. (Tricky) BEC greater than 150 as the initiation timing — isn't that above the label or guideline? We only start the conversation earlier, within label; we never prescribe above guidance. BEC over 150 is our trigger to identify candidates and open the dialogue sooner — not to push dosing beyond what the label allows. Every claim stays inside the approved positioning, and medical governs the clinical threshold.
Q3. Where does the 87% come from, and will interest actually convert to prescriptions? The 87% is pulled from the patient study, and we convert it by pairing patient pull with HCP experience. Interest alone doesn't write scripts — so we close the HCP experience gap with super-responders. If asked the exact base size live, I'd say I'll confirm the sample before quoting it precisely.
Q4. How do you actually close the HCP experience gap? We lead with super-responders for bio-naïve HCPs so they feel real control versus ICS-LABA. Experience, not slides, changes behavior. Once a doctor sees a patient truly controlled on two doses a year, the reservation disappears and prescription willingness follows.
Q5. (Tricky) How do you differentiate against other biologics in a crowded market? "Two doses a year" is unique to EXDENSUR, and it hits exactly what HCPs value — symptom control and fewer exacerbations. We don't attack competitors; we lead with our one differentiated fact and tie it to the doctor's own value drivers. That's a credible, compliant way to stand apart.
Q6. (New, from Slide 5) You say HCPs value symptom improvement and exacerbation control — how does that shape the message? Those two drivers ARE our message, so it's credible rather than invented. Because EXDENSUR shows superiority on the same outcomes HCPs already prioritize, we simply repeat one consistent story across every channel. Alignment between product strength and doctor value makes the marketing simple and honest.
Q7. SEA 150 + 49 meetings — what's the budget, and how do you show ROI? ROI is measured in new prescriptions and BEC testing pulled through, not in meeting counts. The 150 sponsorship and 49 collaboration/T2 meetings are the engine behind three levers — access, share-of-voice, education. I'd report the output those meetings drive, not the meeting number itself.
Q8. PAP and DAC sound expensive — will payer or management push back? Patients pay, and protecting treatment duration protects the output, so the spend pays back. Reframing "cost" as the patient's total cost — travel, ER, lost work — shows the program reduces overall burden. Keeping patients on therapy is what generates the prescriptions we measure.
Q9. Only two doses a year — how do you make sure both doses actually happen, given adherence is already weak? Two doses a year is far easier to adhere to than monthly injections, and DAC manages the rest. Weak adherence was a problem under frequent dosing; a twice-a-year schedule removes most of that friction, and the DAC adherence project catches anyone who slips.
Q10. (Tricky) What's the single biggest risk to this plan, and how do you manage it? The biggest risk is the HCP experience gap closing too slowly — so we front-load super-responders and track new Rx weekly. If doctors don't see real cases fast, the whole funnel stalls. I'd watch new-prescription counts by week and shift spend toward the sites showing the strongest response.
Q11. What are your 90-day and one-year KPIs? 90 days: lift BEC testing and super-responder cases; one year: a steady monthly new-prescription curve. I'd report numbers, not hopes — BEC testing shows we're identifying candidates, super-responders show HCPs the proof, and the new-Rx curve shows the plan is working.
Q12. Why you for this Marketing Director role? I've run this kind of narrow-start, proof-led launch before, and I'm ready to do it for EXDENSUR now. The plan is built on the patient journey, the HCP value drivers, and disciplined measurement — and that's exactly how I'd run the brand from day one.