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Best Practice Database
Sales and Marketing » New Product Development and Launch » Planning and Coordinating Launch » Communication Activities
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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.
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