Merck's New Product Development and Launch Strategy for Januvia
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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.
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However, Merck managed to reach the market
first. This was done by shaving off time from the traditional
drug development timeline by conducting some phases of its
clinical trials in parallel rather than sequentially. Even in
the launch of Januvia, Merck showed a lot of urgency and was
able to take the brand to the market almost immediately after
gaining approval for marketing the drug.
» Appreciate the issues, challenges and opportunities in new product
development, particularly in the pharmaceutical industry
Merck, Januvia, New product development, Launch strategy, Commercial model, New media, Satellite symposia, Novartis, Galvus, Pharmaceutical , e-detailing, Video detailing, Key opinion leader, Vioxx, Sales force optimization, Commercialization strategy, Janumet, Pace, Direct-to-consumer advertising, Corporate strategy, Product Management, Research and Development
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