Januvia Case Study: Building A Blockbuster Product Franchise That Supports Brand Leadership

STUDY OVERVIEW

This case study reviews the strategy and tactics utilized by Merck to build the framework that supports its blockbuster franchise Januvia, a diabetes product with a novel mechanism of action. Merck discovered and developed Januvia in 3.8 years – about half the time of the industry development average of 7.1 years. The significant success of Januvia - it reached blockbuster status two years after its 2006 launch - was accomplished by rapid development (clinical trial phases occurred in parallel), rapid global deployment and a carefully executed franchise strategy. Merck's team created a well-articulated lifecycle management plan more than 10 years before patent expiration. Executives and managers can use this research to gain insights into methods and tactics for rapid launch, early and clear lifecycle planning, and brand deployment across the global marketplace.

KEY TOPICS

• Franchise Management: Winning Customer Loyalty & Seeding Long-term Relationships
• Market Entry: Growing Share & Global Brand Leadership Lessons Learned
• Market Expansion & Lifecycle Management Strategies
• Market Performance: Winning Patients, Physicians & Payers
• Managing Clinical Trials & Safety Analysis

• Articulate the Global Market Opportunity & Carefully Craft a Market-Entry Point: Januvia franchise targets a broad global diabetes need – and rapidly launched into more than 80 countries across North America, Europe, Asia and Africa.

• Global Launch Plan Integrates Franchise Strategy & Rapid Global Roll Out: Januvia strategy emphasized its first-in-class, differentiated product status – and planted early seeds for its “franchise” strategy to appeal to thought leaders and endocrinologists committed to diabetes. Like its U.S. launch, Januvia's global launch plan was well planned and rapidly deployed.

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