Start of Main Content
Author(s)

Timothy Calkins

Lynn Harris

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.

Date Published: 07/01/2009
Discipline: Biotechnology;Marketing;Strategy
Key Concepts: Pharmaceuticals, New Products, Marketing Strategy, Biotechnology, Healthcare, Marketing
Citations: Calkins, Timothy, Lynn Harris. Genzyme: The Renvela Launch Decision. 5-308-506 (KEL412).