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19 cases 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.
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Reference 6138
Published 20 Aug 2021
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.
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Reference 5806
Published 24 Jun 2013
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.
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Reference 5795
Published 26 Jan 2015
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.
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Reference 5718
Published 27 Jan 2014
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.
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Reference 5410
Published 04 Jan 2007
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.
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Reference 5404
Published 10 Jan 2006
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.
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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Reference 5404
Published 01 Oct 2006
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.
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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Reference 5403
Published 11 Jan 2006
Topic Marketing
Region North America
Industry Pharmaceuticals
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?
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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Reference 5385
Published 07 Jan 2006
Topic Marketing
Region Global
Industry Pharmaceuticals
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.
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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Reference 5381
Published 07 Jan 2006
Topic Marketing
Region Europe
Industry Pharmaceuticals
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.
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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Reference 5269
Published 31 May 2005
Topic Marketing
Region Europe
Industry Pharmaceuticals
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.
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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Reference 5112
Published 01 Oct 2003
Topic Marketing
Region Asia
Industry Pharmaceuticals
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.