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18 cases found.

Patient Access to Rencell in China

By  Reinhard Angelmar,  Ebru Tekin Turhan
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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.

    Published 24 Jun 2013

    Reference 5806

    Topic Marketing

    Region Asia

    Industry Pharmaceuticals

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    Patient Access to Rencell in China

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    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.
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      Gardasil Launch

      By  Reinhard Angelmar,  Juliana Kim,  Michael Schroeder
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      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.

        Published 26 Jan 2015

        Reference 5795

        Topic Marketing

        Region North America

        Industry Pharmaceuticals

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        Gardasil Launch

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        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.
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          Competing in the Wet AMD Market: Visudyne, Macugen, Lucentis and Avastin

          By  Reinhard Angelmar,  Gregory Miller
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          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.

            Published 27 Jan 2014

            Reference 5718

            Topic Marketing

            Region Global

            Industry Pharmaceuticals,  Medical Devices

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            Competing in the Wet AMD Market: Visudyne, Macugen, Lucentis and Avastin

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            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.
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              Amgen Europe in the Renal Anaemia Treatment Market

              By  Reinhard Angelmar,  Olivier Baron,  Elizabeth Chen,  Gaurav Batti
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              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.

                Published 04 Jan 2007

                Reference 5410

                Topic Marketing

                Region Europe

                Industry Pharmaceuticals

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                Amgen Europe in the Renal Anaemia Treatment Market

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                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.
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                  Lipitor (A)

                  By  Reinhard Angelmar
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                  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.

                    Published 10 Jan 2006

                    Reference 5404

                    Topic Marketing

                    Region Global

                    Industry Pharmaceuticals

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                    Lipitor (A)

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                    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.
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                      Lipitor (B)

                      By  Reinhard Angelmar
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                      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.

                        Published 01 Oct 2006

                        Reference 5404

                        Topic Marketing

                        Region Global

                        Industry Pharmaceuticals

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                        Lipitor (B)

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                        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.
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                          Celebrex

                          By  Reinhard Angelmar,  Maiken Engsbye
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                          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

                            Region North America

                            Industry Pharmaceuticals

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                            Celebrex

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                            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?
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                              Baycol/Lipobay: A Prescription for Trial

                              By  Reinhard Angelmar,  Efrat Zohar
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                              Initially available only in low doses, sales of the aggressively priced Baycol/Lipobay anti-cholesterol drug pick up when the product is marketed at higher doses, especially in the large US market. On course for €1 billion sales, the product is withdrawn worldwide in response to reports of a number of deaths associated with its use.

                                Published 07 Jan 2006

                                Reference 5385

                                Topic Marketing

                                Region Global

                                Industry Pharmaceuticals

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                                Baycol/Lipobay: A Prescription for Trial

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                                Initially available only in low doses, sales of the aggressively priced Baycol/Lipobay anti-cholesterol drug pick up when the product is marketed at higher doses, especially in the large US market. On course for €1 billion sales, the product is withdrawn worldwide in response to reports of a number of deaths associated with its use.
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                                  NICE or Nasty? Access and Reimbursement of Multiple Sclerosis Medicines in the UK

                                  By  Reinhard Angelmar,  Andrea Bieser,  Reinhard Angelmar
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                                  NICE (National Institute for Health and Clinical Excellence) reviews the cost effectiveness of medicines for the treatment of multiple sclerosis (annual cost per patient €10,000-18,000) and does not authorize their use within the UK National Health Service. However, an agreement between the manufacturers and the Department of Health is reached on an innovative risk sharing scheme.

                                    Published 07 Jan 2006

                                    Reference 5381

                                    Topic Marketing

                                    Region Europe

                                    Industry Pharmaceuticals

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                                    NICE or Nasty? Access and Reimbursement of Multiple Sclerosis Medicines in the UK

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                                    NICE (National Institute for Health and Clinical Excellence) reviews the cost effectiveness of medicines for the treatment of multiple sclerosis (annual cost per patient €10,000-18,000) and does not authorize their use within the UK National Health Service. However, an agreement between the manufacturers and the Department of Health is reached on an innovative risk sharing scheme.
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                                      Customer Relationship Management at Organon France

                                      By  Reinhard Angelmar
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                                      Organon France is the first company to implement a physician-focused customer relationship management (CRM) system. The case describes the different channels through which Organon communicates with physicians, the rationale and metrics for the CRM system, the main steps in CRM implementation, and the issues arising during the actual utilization of the system by the sales force and marketing.

                                        Published 31 May 2005

                                        Reference 5269

                                        Topic Marketing

                                        Region Europe

                                        Industry Pharmaceuticals

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                                        Customer Relationship Management at Organon France

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                                        Organon France is the first company to implement a physician-focused customer relationship management (CRM) system. The case describes the different channels through which Organon communicates with physicians, the rationale and metrics for the CRM system, the main steps in CRM implementation, and the issues arising during the actual utilization of the system by the sales force and marketing.
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                                          Ranbaxy Laboratories Limited: At the Crossroads

                                          By  Amitava Chattopadhyay,  Swati Srivastava
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                                          The case describes challenges facing Ranbaxy, the third largest pharmaceutical company in India, as it attempts to move from being a generics marketer, to a player in the branded drugs business. The case focuses on issues relating to the launch of Cifran OD, Ranbaxy's first drug based on a patented new drug delivery system.

                                            Published 01 Oct 2003

                                            Reference 5112

                                            Topic Marketing

                                            Region Asia

                                            Industry Pharmaceuticals

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                                            Ranbaxy Laboratories Limited: At the Crossroads

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                                            The case describes challenges facing Ranbaxy, the third largest pharmaceutical company in India, as it attempts to move from being a generics marketer, to a player in the branded drugs business. The case focuses on issues relating to the launch of Cifran OD, Ranbaxy's first drug based on a patented new drug delivery system.
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                                              Marketing Strategies in the Competition between Branded and Generic Antibiotics (A): Clamoxyl in 1996

                                              By  Pierre Chandon,  Olivier Kovarski,  Jacques Lendrevie,  Marc Vanhuele,  Sarah Spargo
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                                              In July 1996, the French social security governmental agency (the CNAM) sent a letter to all doctors urging them to prescribe generic amoxicillin instead of Clamoxyl, SmithKline Beecham’s (SB) blockbuster antibiotic.

                                                Published 01 Jun 2003

                                                Reference 5057

                                                Topic Marketing

                                                Region Europe

                                                Industry Pharmaceuticals

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                                                Marketing Strategies in the Competition between Branded and Generic Antibiotics (A): Clamoxyl in 1996

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                                                In July 1996, the French social security governmental agency (the CNAM) sent a letter to all doctors urging them to prescribe generic amoxicillin instead of Clamoxyl, SmithKline Beecham’s (SB) blockbuster antibiotic.
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