Journavx: Battling the Opioid Crisis (A)

Journavx is a new non-opioid pain medication developed by Vertex Pharmaceuticals. In Part A of the case, set in August 2024, Aiden Smith, a senior director at Vertex, is tasked with developing a forecast for the new drug. The Part B supplement to the case is set after the firm released disappointing Q1 2026 results, indicating the drug is off to a slow start. The Journavx case teaches students to evaluate demand, understand customer behavior, and change established behaviors. The key message: It is critical to understand the insights that drive behavior and to appreciate the challenge of changing established routines.