Merck's New Product Development and Launch Strategy for Januvia
ICMR HOME | Case Studies Collection
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.
A Strong Launch
Within one month of its launch, Januvia accounted for 14 percent of all new diabetes prescriptions and samples in the US, similar to the market leader in the category. It also accounted for 20 percent of prescriptions and samples given out by endocrinologists (Refer to Figure I for share of prescriptions and samples dispensed for type 2 diabetes). This showed that both primary care physicians as well as specialists were adopting Januvia with enthusiasm...
Merck Extends its Lead
Januvia was criticized on the grounds that, like other anti-diabetes drugs, it did not cure patients of Type 2 diabetes, but merely treated the symptoms. Natural health advocate Mike Adams said, "Drug companies can't wait to turn the diabetes population into another profit-generating revenue source. The truth is that type 2 diabetes can be cured in a matter of weeks through relatively simple changes in diet and lifestyle...
Exhibit I: Merck's Logo
Case Studies Links:-
Short Case Studies,
Simplified Case Studies.
Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.
Business Reports Link:- Business Reports.
Books:- Text Books, Work Books, Case Study Volumes.
|Business Environment||Business Ethics||Business Reports||Business Strategy|
|Corporate Governance||Economics||Enterprise Risk Management||Finance|
|HRM||Innovation||Insurance||IT and Systems|
|Leadership and Entrepreneurship||Marketing||Miscellaneous||Operations|
|Project Management||Short Case Studies||Cases in other Languages||Free Case Studies|