Summary
Merck & Co is preparing the launch of Gardasil, the first human papillomavirus (HPV) vaccine. Because knowledge of HPV is poor among potential vaccinees and other stakeholders (parents, physicians, third-party payers), and there is no habit of vaccinating adolescents, Merck needs to develop pre-launch programmes. Which potential vaccinees to target and how to position Gardasil -
to prevent HPV, genital warts, cervical cancer, or both genital warts and cervical cancer - are other important decisions.
Teaching objectives
- Market creation
- Marketing a prevention product
- Pre-launch and launch marketing
- Segmentation and positioning
- Developing a marketing programmefor multiple stakeholders
Keywords
- Marketing
- Pharmaceutical
- New product
- Positioning
- Prevention
- Vaccination
- Disease awareness
- Market creation
- Q21415
