Merck's New Product Development and Launch Strategy for Januvia |
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"The patient need is so great. That unmet need is driving us to move faster than in the past." 1 - Amy Rose, Spokesperson, Merck & Co., Inc., in 2006. "In situations where physicians are making a brand choice, it's clear that Januvia is off to a strong start and Merck looks to be putting the promotional muscle behind it to make that happen."2 - Patrick Angelastro, Senior Vice President of Strategic Development, ImpactRx3, in November 2006. "[...] the drug [Januvia] also provides an ideal case study of why doing everything right in primary care brings with it extraordinary risks: the key elements of Januvia's success - blazing speed through development and the extraordinary safety profile on which its commercial triumph depends - also define its most dangerous commercial liabilities."4 - Roger Longman, a Managing Partner at Windhover Information Inc.5, in March 2007. It's All About Speed
Another significant element was the speed with which Januvia reached the market - if Merck had followed the traditional new drug development timeline, the drug would not have arrived in the market before 2010.9
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1] Beth Herskovits, "Januvia's Hasty Arrival," www.pharmexec.com, January 3, 2007. |
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