Pfizer's Torcetrapib Failure: The Risks of New Drug Development
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Pfizer planned for one of the biggest ever
clinical trials (in terms of the number of patients under trial)
for Torcetrapib, ignoring warnings about some safety related
issues with the drug. It had also planned to launch the drug
only in combination with Lipitor in an effort to protect the
sales of Lipitor post 2010. Due to intense criticism from
doctors and patient groups, Pfizer later decided to offer
Torcetrapib as a stand alone pill that could be used in
combination with any cholesterol lowering drug. But
Torcetrapib's development had to be stopped as it was linked to
some deaths in the test population. This unfortunate development
had left Pfizer with no key developmental drug in its pipeline
that could compensate for the drop in Lipitor's sales post 2010.
» Understand the issues and challenges faced by large pharmaceutical companies
with regard to new product (drug) development
Pfizer Inc., New Product Development, New Drug Development, Torcetrapib, Lipitor, Research and Development (R&D), Cholesterol, Biotechnology, Statin market, Zocor, Marketing Management, Launch Strategy, Generic Competition, ILLUMINATE Clinical Trial, Pharma Marketing, Drug in-licensing, Cost-cutting Restructuring, Crestor, Vytorin
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