Maiken Engsbye

The case describes the development and US launch of Celebrex, the first Cox-2 inhibitor, which is co-promoted by Pfizer and Searle. The launch was phenomenally successful. However, four months after launch Celebrex is facing three issues: (1) How to address the mix-ups between Celebrex and two drugs with similar names?

Published 11 Jan 2006

Reference 5403

Topic Marketing

Industry Pharmaceuticals

Region North America

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