Case Details: |
Price: |
| Case Code |
: |
MKTG176 |
For delivery in electronic format: Rs. 400;
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Themes
Marketing Management/ Product management,
New Product Development, Launch Strategy |
| Case Length |
: |
19 Pages |
| Period |
: |
1999-2007 |
| Pub Date |
: |
2007 |
| Teaching Note |
: |
Not Available |
| Organization |
: |
Merck & Co.,
Inc. |
| Industry |
: |
Pharmaceutical |
| Countries
|
: |
Europe, USA |
Abstract:
|
This case is about how Merck & Co, Inc. (Merck) successfully developed and
launched Januvia, its drug for Type 2 diabetes. Merck was in urgent need of a
new blockbuster drug as it had been reeling under the numerous product liability
lawsuits related to its pain relief drug Vioxx, the expiry of its blockbuster
cholesterol drug, Zocor, and the imminent expiry of three more blockbuster
drugs. The success of Januvia in the market was significant in the sense that if
Merck had adopted the traditional drug development timeline, the drug would not
have reached the market before 2010. Merck was a late starter and had joined the
race for the new class of diabetic drug (DPP-4 inhibitors) almost five years
after the pharmaceutical giant Novartis had initiated its own research and
development efforts.
|
|
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.
As part of its new commercial model (that moved away from the
traditional commercial model in the pharmaceutical industry),
Merck focused on more targeted communication to doctors through
its reps, e-detailing and video detailing. It made extensive use
of new media such as the Internet. Experts hailed Merck's
marketing acumen and said that more companies were expected to
follow a similar model in the future.
Issues:
» Appreciate the issues, challenges and opportunities in new product
development, particularly in the pharmaceutical industry
» Understand how Merck successfully launched Januvia using a new commercial
model as part of its new corporate strategy
» Appreciate the importance of another 'P', 'Pace', in the marketing mix in
addition to the 4Ps (product, price, place and promotion)
Contents:
Keywords:
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
It's All About Speed
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