Genzyme: The Renvela Launch Decision
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.
Timothy Calkins, Lynn Harris
Calkins, Timothy, and Lynn Harris. Genzyme: The Renvela Launch Decision. Case 5-308-506 (KEL412).