Case Number: 5-108-003(A), Year Published: 2008
HBS Number: KEL360
Consumer Behavior, Channel Management, Medical Marketing, New Products, Business Defense, Management, Marketing
The Biaxin case deals with competition in the mature market for antibiotics designed for use in the treatment of bacterial respiratory infections. The case tells the story of how Pfizer's Zithromax stole the share dominance of an established brand, Abbott's Biaxin. The case deals with the importance in pharma markets of consumer (patient) and channel (physician and insurance payer) insight as well as pharmacological efficacy data.The learning objective of the case is to teach the importance of understanding consumer and channel needs, as well as technology, in product development and to facilitate discussion of corporate strengths and blind spots.
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