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Products & Services Sales and Marketing New Product Development and Launch Planning and Coordinating Launch Communication Activities

Exubera Case Study: Misjudging the Market

ID: 5005


Features:

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Pages/Slides: 33


Published: Pre-2014


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
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Non-members: To download a complimentary excerpt of this study, please click here


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

KEY METRICS
  • Commercialization Timeline

SAMPLE LESSON LEARNED
  • Control rollout to give specialists adequate time and attention
with product before promoting it to entire market.
  • Adequately recognize shadow thought leaders who can make or break market entry.
METHODOLOGY
The data for this case study was collected utilizing primary research via executive interviews and supplemental secondary research.

Industries Profiled:
Pharmaceutical; Biotech; Health Care


Companies Profiled:
Pfizer

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