Take Action

Home | Faculty & Research Overview | Research

Research Details

Palforzia: Valuing a Treatment for Peanut Allergy

Abstract

Innovation is critical for success in the healthcare industry. A key step to that success is the evaluation of new therapies. Managers need to understand the commercial potential of ideas and invest with this in mind. This case helps students understand the challenge of evaluating therapies and tools that can help.

Two questions face Clemence Shiffrin, senior vice president for business development at Oakdale Pharmaceuticals, and her business development team in January 2020: First, how valuable is Palforzia, a new preventive drug from Aimmune Therapeutics? Second, what would be the financial value of a cure for peanut allergy?

To answer these questions, students must consider market sizing, motivation of patients and physicians, and how to consider the value of preventive treatments and cures.

The case is compelling to teach because peanut allergies are common and sometimes very serious; students are engaged from the start, as they understand the issue and quickly see the value in finding a treatment. The challenge is then determining the worth of that value.

Type

Case

Author(s)

Timothy Calkins, Shaon Ahsan

Date Published

09/07/2022

Discipline

Marketing

Key Concepts

Disruptive innovation, Healthcare sector, Human-centered innovation, Innovation, Innovative products, Pharmaceutical industry, Marketing, Marketing strategy, Pricing strategy, Product launches

Citations

Calkins, Timothy, and Shaon Ahsan. Palforzia: Valuing a Treatment for Peanut Allergy. Case 5-321-501 (KE1227).

PREVIEW or BUY
KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more