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Products & Services Sales and Marketing Marketing Management Company Profiles

Sampling Injectable Drugs: Roche Case Study

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ID: 4426


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Words: 951


Published: Pre-2014


Delivery Format: Online PDF Document


 

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This four-page case study examines Roche’s use of sampling injectables during an aggressive marketing campaign for the launch of its Hepatitis C therapy, Pegasys. This paper looks at one Roche marketing tactic—providing free samples of the injectable drug to physicians to entice them to prescribe the new drug. This tactic was employed in a tough marketing battle designed to garner market share from a competitor, which owned over 90 percent of the U.S. Hepatitis C virus prescription. This research originated with the Best Practices, LLC Business Excellence Board (BEB.)

Industries Profiled:
Pharmaceutical; Medical Device; Biotech


Companies Profiled:
Roche


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