1<!DOCTYPE html>
2
3Anonymous
4/bestp
5/bestp/domrep.nsf
6DA7920846F8B00448525764700240700
8
9
10
11
12
13
140
15
16
17/bestp/domrep.nsf/products/januvia-case-study-building-a-blockbuster-product-franchise-that-supports-brand-leadership?opendocument
18
19opendocument
203.84.139.101
21
22
23www.best-in-class.com
24/bestp/domrep.nsf
25DB




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

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

ID: 5054


Features:

34 Info Graphics

3 Data Graphics


Pages/Slides: 50


Published: Pre-2014


Delivery Format: Online PDF Document


 

License Options:
close

Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




Buy Now

 


  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Non-members: Click here to review a complimentary excerpt from "Januvia Case Study: 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

SAMPLE LESSONS LEARNED
  • 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.

METHODOLOGY

The data for this case study was collected utilizing secondary research.

Industries Profiled:
Pharmaceutical; Health Care


Companies Profiled:
Merck

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.