What does it take to launch a product that not only succeeds but reshapes an entire market? In this episode of Innovation Impossible, host Danniel sits down with Arvind Balasundaram, Executive Director of Commercial Insights and Analytics at Regeneron Pharmaceuticals.
With a career spanning over 35 years at companies like Pfizer, Johnson & Johnson, and Chemical Bank, Arvind shares rare, behind-the-scenes stories from some of the most iconic healthcare product launches—including Viagra, Zithromax, and Lipitor. Through it all, he reveals how deeply understanding human behavior, disruption, and consumer experience creates lasting impact.
From Launch Addict to Industry Icon
Arvind’s career journey began with some of the most exciting product launches in pharma history. He describes his early experiences with products like Zithromax and Lipitor as “addictive,” fueling his passion for the launch business. One major learning he took away— sometimes you have to run headlong into a market and be ready to disrupt it—even when no one realizes disruption is needed.
So, what are the big takeaways?
Launching a New Category: The Viagra Story
Viagra wasn’t just a brand launch—it was the creation of an entirely new category. Arvind shares how insights into consumer behavior, particularly the role of partners and the stigma men felt discussing erectile dysfunction, reshaped the approach.
Rather than relying solely on male patients to seek treatment, they realized the need to involve partners in the conversation.
As Arvind put it.
“Even though they suffered from the condition, the fact that they would actually reach for a solution wasn’t entirely dependent only on them.”
This discovery influenced how Viagra’s launch strategy unfolded, making it a case study in understanding hidden emotional barriers.
Reinventing Convenience: The Zithromax Advantage
When launching Zithromax, the team realized they weren’t just selling an antibiotic—they were offering convenient recovery.
Unlike typical 10-day, three-times-a-day treatments, Zithromax condensed the course into just six pills. This wasn’t only about efficacy; it was about bringing relief faster to suffering patients and desperate caregivers, especially parents of children with ear infections.
Arvind highlighted the emotional impact.
“Conveniently delivered efficacy actually mattered to everybody involved. They just didn’t know how important it was.”
Breaking the industry’s fixation on long-duration antibiotic courses turned Zithromax into a favorite among doctors and patients alike.
Winning Late: How Lipitor Became a Market Leader
Lipitor entered the crowded statin market as the seventh or eighth player—but still became a giant.
How? By tapping into a powerful emotional need: daily reassurance. Instead of focusing solely on preventing heart attacks (a long-term goal), Lipitor emphasized how taking the medication lowered cholesterol every single day.
This small but crucial insight kept patients compliant and engaged—turning Lipitor into a blockbuster despite its late arrival.
The Future of Insights: Personalization and Experience
Looking ahead, Arvind stresses that insights must go beyond what people say—they must capture what people feel.
He predicts a shift from mass insights to personalized, experiential insights that understand individual tensions and behaviors in real-time, fueled by AI and deeper data integration.
The key takeaway? Quality of insights—not quantity—is the future.
