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38 case(s) found.
An international pharmaceutical company must decide on the pricing and access strategy for the first targeted medicine approved in China to treat advanced non-small cell lung cancer, a high mortality condition, in ALK-positive patients.
Reference 6138
Published 20 Aug 2021
Length 5 page(s)
Topic Marketing
Region Asia
Industry Pharmaceuticals
An international pharmaceutical company must decide on the pricing and access strategy for the first targeted medicine approved in China to treat advanced non-small cell lung cancer, a high mortality condition, in ALK-positive patients.
Rencell is a targeted therapy against metastatic renal cell cancer, which significantly prolongs disease-free survival. However, Rencell's international wholesale price of $1,000 for one month of treatment makes the drug unaffordable for many patients in China.
Reference 5806
Published 24 Jun 2013
Length 6 page(s)
Topic Marketing
Region Asia
Industry Pharmaceuticals
Rencell is a targeted therapy against metastatic renal cell cancer, which significantly prolongs disease-free survival. However, Rencell's international wholesale price of $1,000 for one month of treatment makes the drug unaffordable for many patients in China.
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.
Reference 5795
Published 26 Jan 2015
Length 19 page(s)
Topic Marketing
Region North America
Industry Pharmaceuticals
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.
Lucentis, a forthcoming breakthrough drug against wet age-related macular degeneration (AMD), will be marketed by Genentech in the U.S. and Novartis in other countries.
Reference 5718
Published 27 Jan 2014
Length 22 page(s)
Topic Marketing
Region Global
Industry Pharmaceuticals, Medical Devices
Lucentis, a forthcoming breakthrough drug against wet age-related macular degeneration (AMD), will be marketed by Genentech in the U.S. and Novartis in other countries.
Amgen Europe has launched Aranesp, a second-generation EPO product in a market dominated by Johnson & Johnson's pioneering Eprex (US name Procrit), followed by NeoRecormon from Roche. One year after the launch, the sales and market share of Aranesp are below target.
Reference 5410
Published 04 Jan 2007
Length 19 page(s)
Topic Marketing
Region Europe
Industry Pharmaceuticals
Amgen Europe has launched Aranesp, a second-generation EPO product in a market dominated by Johnson & Johnson's pioneering Eprex (US name Procrit), followed by NeoRecormon from Roche. One year after the launch, the sales and market share of Aranesp are below target.
With 2005 sales of $12.2 billion, Lipitor was the world's largest pharmaceutical product and, by itself, would have been the 14th largest pharmaceutical company. The (A) case describes the market entry and rise to market leadership of Lipitor.
Reference 5404
Published 10 Jan 2006
Length 25 page(s)
Topic Marketing
Region Global
Industry Pharmaceuticals
With 2005 sales of $12.2 billion, Lipitor was the world's largest pharmaceutical product and, by itself, would have been the 14th largest pharmaceutical company. The (A) case describes the market entry and rise to market leadership of Lipitor.
