Exubera Case Study: Misjudging the Market

STUDY OVERVIEW

This case study reviews the failed strategy and tactics utilized by Pfizer for the launch of its inhaled insulin product Exubera for diabetes. The study reviews the pharma giant's missteps with payers, consumers and KOLs as it launched the product. Pfizer expected a blockbuster because of Exubera's perceived delivery system advantages over insulin injections but the product flopped - despite Pfizer's substantial marketing efforts - and was dropped by the company less than a year after launch. Executives and managers can use this research to gain insights into the sometimes-difficult process of winning key support from payers, consumers and physicians for a product with different characteristics than existing products.

KEY TOPICS

• Key Marketing Issues
• Key Payer and Thought Leader Issues
• Launch Team Problems
• Marketing and Education Campaign Problems
• Product Issues on Medical Front
• Product Issues on Economic Front

• Commercialization Timeline

• Control rollout to give specialists adequate time and attention

• Adequately recognize shadow thought leaders who can make or break market entry.
  

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