I'll tell you what's going on here.
I know some might argue about the fact that this is my very first post on this forum and can't be trusted.
But I am NOT writing you this to try to convince you about something. I actually challenge you to counter everything I will say below, by bringing real counter-arguments of course.
I am writing this post at this moment because up until now there was no one that said or thought about the things that I will tell you now; I waited and followed for “hundreds of pages” the thread to see if someone will, but it didn’t happen.
So here are my thoughts.
About the release:
The lotion will be launched before the summer break. It will have a solid marketing campaign, as Fidia has experience about it, compared with an everyday scammer.
They've launched products before, and when this lotion will be launched, everything will be sunshine and rainbows and everyone will be drunk of all the excitement caused by how well the lotion will be presented before launch. (presentation which in this industry is just required to have a dozen of before/after pictures done in a professional manner)
And the sales will skyrocket, enough to ensure their budgets and profits for many years to come. This is the only purpose here, no matter the short and medium-term consequences.
About the lotion:
The recipe that Brotzu sold to Fidia works. Not exactly as he said, but it had at least 70% to 80% of the declared effectiveness.
Fidia bought it but didn't brag about it because the studies done by Brotzu were poor and if they were going to announce something, there had to be some rock-solid studies, no child's play allowed at this level. Every announcement on the big-pharma level is sure to be challenged by various parties and if they're not well covered, they would have sabotaged the sales of their lotion before it was even released on the market.
So they’ve done some studies for some months and discovered that it is a real and effective hair loss treatment.
At this moment they could’ve launched it on the market, BUT (and this is the reason why it was so much delayed and kept under total secrecy) THEY’VE CHANGED THE LOTIONS’S BASE FORMULA.
Moving now to Fidia's plan:
The lotion's formula It was changed so that it would be product that is required to be bought more often (the 2-3 application per week stated by Brotzu wouldn’t provide too much sales).
Its effectiveness has been drastically diminished as well so that the results will be obtained over a longer period of time of usage.
They’ve probably played and experienced a lot in the last 2 years with the lotion’s formula and I wouldn’t be surprised if Fidia would release multiple formulas for Androgenetic Alopecia, to address different types of hair loss stages.
You’ll probably wonder now about the patented formula. Well, nobody said that if you patent something, you should immediately put in on the market as per the patent.
What I think it happened here is that the patented formula is the one with the best effectiveness, but it was too expensive to be produced and kept on the market by Fidia. Maybe if it was another pharma player we would’ve seen that formula on the market.
(But it the end, even if launched by a company with a lot of money, you, the consumer, would’ve been anyway stripped by your money, because this is how things are going on in the business world, you need to create and launch a product in its most profitable state and not necessarily the best for the customer.)
So going back to the patent, I think they’ve declared it so that nobody shall ever create it and be able to sell it on a large scale. As I said, they are not forced to sell it with the patented formula.
And even if another pharma player would want to start producing a lotion with the same formula as the one Fidia will sell, they will not stand a chance because Fidia had the start and the studies and basically everything required. It will take at least a year for another company to start to produce it at such a level that would threaten Fidia’s sales. Fidia knows this. They are aware of their advantage on the market and are not afraid to sell something that’s not patented.
The only problem would be if someone would release something better, but as said above, this will not be possible, because they own the patent.
Fidia’s plan is not on a long-term, this is a one-shot lottery win for them and the owners will make enough money to stop being afraid about the company’s long-term reputation. Hell, they might even sell Fidia away after this “hit”.
By the time the public will notice the big discrepancy between the lotion’s effect’s and what Brotzu declared, Fidia would’ve made a lot of cash. And to be honest, I don’t think that the heavy hit will be in the end on Fidia’s reputation, but on Brotzu’s.
Please read my post several times and let that sink in. Then, I invite you to comment and let me know why this wouldn’t be a real business plan.
P.S. Apologies for my English, I am not native speaker, let me know if something is not understandable.