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? (2) How to respond to media reports about deaths and serious side effects associated with Celebrex, which was positioned on safety? (3) How to prepare for the impending entry of Merck & Co's Vioxx?
Highlight the importance of preparing the market for a new product category Developing a marketing strategy for a pioneer that takes two types of competitors into account: (1) existing products from a different category; (2) follower products in the same category as the pioneer Dealing with product safety issues Pioneer - follower competitive dynamics
- Pharmaceutical and Medical Device Sectors