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Gardasil Launch

By Reinhard Angelmar,  Juliana Kim,  Michael Schroeder
Published 26 Jan 2015
Reference 5795
Topic Marketing
Industry Pharmaceuticals
Region North America
Length 19 page(s)
Language English
Inspection copy
6.00
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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
About the authors
Angelmar

Reinhard Angelmar

Emeritus Professor of Marketing

Juliana Kim

Michael Schroeder


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