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Research Details
Genzyme: The Renvela Launch Decision
Abstract
Pharmaceutical company Genzyme has created a new drug, Renvela, which is a phosphate binder designed to be used primarily by patients with kidney failure. Renvela is a slightly different version of Genzyme's highly successful Renagel. Company executives must now decide how best to launch Renvela. Should it replace Renagel? Should it be a premium version of Renagel? Is it worth launching the product at all? The case appears rather simple on the surface, but the questions are challenging to work through.
Type
Case
Author(s)
Timothy Calkins, Lynn Harris
Date Published
07/01/2009
Citations
Calkins, Timothy, and Lynn Harris. Genzyme: The Renvela Launch Decision. Case 5-308-506 (KEL412).
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