Merck's New Product Development and Launch Strategy for Januvia
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Case Details:
Case Code : MKTG176
Case Length : 19 Pages
Period : 1999-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Merck & Co., Inc.
Industry : Pharmaceutical
Countries : Europe, USA.
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A Strong Launch
Within one month of its launch, Januvia accounted for 14
percent of all new diabetes prescriptions and samples in the US, similar to the
market leader in the category. It also accounted for 20 percent of prescriptions
and samples given out by endocrinologists (Refer to Figure I for share of
prescriptions and samples dispensed for type 2 diabetes). This showed that both
primary care physicians as well as specialists were adopting Januvia with
enthusiasm...
Merck Extends its Lead
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On March 26, 2007, Merck received marketing approval for Januvia in the European
Union (EU) for type 2 diabetes. The go ahead from the European Commission meant
that Januvia became the first DPP-4 inhibitor to be approved in the EU, paving
the way for its launch in these countries.
Merck had also filed a duplicate marketing authorization with a different brand
name, Xelevia, for use in the case of co-marketing in certain EU countries. As
of April 2007, Januvia was approved in 42 countries around the world including
Mexico, the US, and the Philippines...
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Some Criticisms
Januvia was criticized on the grounds that, like other anti-diabetes drugs,
it did not cure patients of Type 2 diabetes, but merely treated the
symptoms. Natural health advocate Mike Adams said, "Drug companies can't
wait to turn the diabetes population into another profit-generating revenue
source. The truth is that type 2 diabetes can be cured in a matter of weeks
through relatively simple changes in diet and lifestyle...
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Outlook
Experts hailed Merck's new corporate strategy and its
drive to win. They said that Merck was being justly rewarded for its
effort as about 200 million people around the world had started using Januvia, bringing in huge revenues for the company. Januvia and the
other new drugs brought to market by Merck, experts said, was the one
reason why Wall Street was still optimistic about Merck, despite the
company's setbacks like the numerous Vioxx lawsuits and impending patent
expiries of blockbuster drugs. Merck said that it had a long term focus
in the diabetes drugs market... |
Exhibits
Exhibit I: Merck's Logo
Exhibit II: Key Figures for Merck: 2004-2006
Exhibit III: Merck's Plan to Win
Exhibit IV: Key Figures for Type 2 Diabetes in the Top Seven Pharmaceutical
Markets (Millions)
Exhibit V: New Drug Development Timeline for the US
Exhibit VI: Logo of Januvia
Exhibit VII: A Pack-Shot of Januvia
Exhibit VIII: Merck's Transition to New Commercial Model
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