Kellogg Biotech and Healthcare Case competition


2020 Kellogg Biotech and Healthcare Case Competition

The 2020 Kellogg Biotech and Healthcare Case Competition will be held on January 25, 2020. Teams are invited to apply! Top prize is $5,000.

Now in its 17th year, the event is the world’s leading healthcare case competition. It brings together teams from around the world to tackle a challenging healthcare case. In 2019, for example, more than sixty teams applied and teams from ten different schools were invited to attend: Harvard, Texas McCombs, CEIBS, Kellogg, SDA Bocconi, UCLA Anderson, Johns Hopkins Carey, Chicago Booth, UCLA Anderson and Berkeley Haas.

The event is held at the Kellogg Global Hub in Evanston, near Chicago. It begins with an informal kick-off dinner Friday evening. The competition is on Saturday, with a debrief presentation and dinner Saturday evening. Participants can attend the Kellogg Business of Healthcare Conference on Saturday.
Top prize is $5,000. Second prize is $2,000 and third prize is $1,000.
The competition is sponsored by Astellas, and judged by healthcare industry executives.

To apply, teams should submit an application by November 22. Invitations will be extended by December 4. Each team should have between 3 and 5 graduate students, with at least two students from MBA programs. Full-time, part-time and executive MBA students are all invited.

A team from Johns Hopkins won the 2019 event, with teams from Kellogg and Wharton winning in 2018 and 2017.


Contact

Questions regarding the case competition?
Julie Gertz
Program Development Manager/Healthcare at Kellogg

Email

January 25, 2020


Biotech and Healthcare Case Competition


17th Annual Biotech and Healthcare Case Competition sponsored by Astellas

Sponsored by Astellas



mosaic bar

Logistics

The event will be held at the Kellogg Global Hub, 2211 Campus Drive, Evanston, IL 60208

Getting Here & Parking

Air
Major airlines fly into both O’Hare International Airport and Midway International Airport. O’Hare Airport is approximately 45 minutes from Kellogg and Midway Airport is approximately 60 minutes from Kellogg, but you may want to allow more time for traffic.

Taxi
Taxi service from both airports can be arranged in advance of your visit for a reduced fare. Pre-arranged rides start at approximately $35 from O’Hare and $50 from Midway. For up-to-date fare information, please contact a taxi service directly. 
Parking 
We are happy to provide a parking permit for visitors that drive to campus. Upon arriving, park at either the South Campus Parking Garage (1847 Campus Drive) or the North Campus Parking Garage (2311 North Campus Drive.) The North Campus Parking Garage is closer to the Global Hub. Before leaving campus make sure to ask the staff for a validated parking ticket to exit the garage.

Where to Stay

Hilton Garden Inn The Hilton 

1818 Maple Ave., Evanston, IL 60201 
Phone: 847.475.6400 or 1.877.STAYHGI

Public Transportation

The Chicago Transit Authority (CTA) maintains an extensive system of elevated trains (also known as “the L”) and buses throughout Chicago and Evanston. The train stop closest to Kellogg is the Purple Line Foster stop on Church and Davis Streets. The 201 bus departs from the Howard St. terminal and stops on the corner of Foster and Sheridan.

Be advised, while inexpensive, taking the CTA from the airport can take up to 90 minutes and requires transferring trains.

Previous Years

2019

Johns Hopkins Team Wins 2019 Kellogg Biotech and Healthcare Case Competition

On January 26, eleven teams of graduate students gathered in Evanston for the final round of the Kellogg Biotech and Healthcare Case Competition, sponsored by Astellas. At the end of the day, a team from Johns Hopkins Carey Business School took home the top prize and a check for $5,000.

This year the competition was particularly intense. Sixty teams applied for the event, and eleven were invited to the final round.

Each year, the case competition focuses on a different healthcare related topic. This year’s question addressed a timely issue: how should the pharmaceutical industry improve its reputation? Not long ago, pharmaceutical firms were widely respected and admired. Today, the situation is very different; many people have very negative perceptions of the industry. Teams considered whether these negative perceptions were a problem and provided ideas on what to do. Industry association PhRMA participated in the event and the ideas generated for the competition will perhaps be used in the coming months.

The winning team from Johns Hopkins had intriguing recommendations and presented the ideas in a credible, logical fashion. Congratulations go to Jessica Joseph, Taylor Cottle, Elizabeth Phelan and Jenna Fritz.

A team from University of Texas McCombs School of Business did a stylish presentation and finished second. Congratulations go to Emma Blumstein, Gaurav Singh, Sabah Akbani, Taylor Dilbeck and Anish Patel.

Third place went to a team from Kellogg, and the judges awarded honorable mention to a team from UCLA Anderson.

Teams from ten different schools took part in the event: Harvard, Texas McCombs, CEIBS, Kellogg, SDA Bocconi, UCLA Anderson, Johns Hopkins Carey, Chicago Booth, UCLA Anderson and Berkeley Haas.

2018

Kellogg, Michigan and Iowa Win 2018 Case Competition

Teams from the Kellogg School of Management and Michigan Ross School of Business took the top spots in the 2018 Kellogg Biotech and Healthcare Case Competition. A team from the Iowa Tippie College of Business at the University of Iowa finished third. Honorable Mention went to a team from the Haas School of Business at Berkeley.

The 15th annual event was held at Northwestern University on Saturday, January 20. Fourteen teams competed in the event. Judges were executives from Takeda, Eli Lilly, Johnson & Johnson, Baxter, AbbVie, Medline and the Shirley Ryan Ability Lab.

This year’s case focused on how a LASIK clinic in Salt Lake City, Utah should respond to discounting by competitors. The winning presentations were a mix of financial analysis, customer insight mapping and competitive strategy.

The weekend started with an informal reception on Friday evening. Saturday, teams presented and attended the Kellogg Business of Healthcare Conference. Saturday evening featured a case debrief, dinner and an award ceremony.

The winning team included Binoy Edathiparambil, Hays Watkins, Aanchal Taneja, Varun Chodha and Akhilesh Barai.

More than 50 teams from around the world applied to participate in the event. Schools represented this year were:
-Carey Business School, Johns Hopkins
-Haas School of Business, University of California Berkeley
-INSEAD (France and Singapore)
-Judge Business School, University of Cambridge (UK)
-Kellogg School of Management, Northwestern University
-Michigan Ross School of Business
-NYU Stern School of Business
-MIT Sloan School of Management
-Fuqua School of Business, Duke University
-Tippie College of Business at the University of Iowa
-Tuck School of Business at Dartmouth
-UCLA Anderson School of Management
-USC Marshall School of Business

2017

Wharton School Wins 2017 Case Competition

Teams from the Wharton School and the Kellogg School of Management took the top two spots in the 2017 Kellogg Biotech and Healthcare Case Competition, sponsored by AbbVie.  This was the first time that a team from Wharton won the event. The winning team included Quingan Zhou, Eason Hahm and Vik Srinivasan.  A team from the Tuck School of Business at Dartmouth placed third. Teams from Chicago Booth and Kellogg received honorable mentions.

The 14th annual event was held at Northwestern University on Saturday, January 21, 2017. Eleven teams competed in the event. This year’s case focused on building use of chlorhexidine in Nigeria as a way to reduce infant mortality. The case, developed in partnership with USAID, was challenging; teams had to consider multiple stakeholders and allocate scare resources. Judges were executives from AbbVie. 

The weekend started with an informal reception on Friday evening. Saturday, teams presented and attended the Kellogg Business of Healthcare Conference. Saturday evening featured a case debrief, dinner and an award ceremony.

A record 60 teams from around the world applied to participate. From this group, eleven were invited to compete in Evanston. Schools represented this year were:
-Tuck School of Business, Dartmouth College
-Booth School of Business, University of Chicago
-Haas School of Business, University of California Berkeley
-Olin Business School at Washington University
-Kellogg School of Management, Northwestern University
-HEC Paris (France)
-MIT Sloan School of Management
-Fuqua School of Business, Duke University
-Wharton School, University of Pennsylvania
-Judge Business School, University of Cambridge (UK)

2016

Kellogg and Chicago Booth Win 2016 Case Competition

Teams from the Kellogg School of Management took the top two spots in the 2016 Kellogg Biotech and Healthcare Case Competition, sponsored by AbbVie. A team from University of Chicago, Booth School of Business placed third. Teams from Johns Hopkins, Carey Business School and UCLA, Anderson School of Management received honorable mentions.

The 13th annual event was held at Northwestern University on Saturday, January 23, 2016. Eleven teams competed in the event. This year’s case focused on the merits of and concerns with direct-to-consumer marketing. The East Coast snowstorm made travel difficult, but all the invited teams managed to present. Judges were executives from AbbVie.

The weekend started with an informal reception on Friday evening. Saturday, teams presented and attended the Kellogg Business of Healthcare Conference. Saturday evening featured a case debrief, dinner and an award ceremony.

This was the first time since 2010 that Kellogg won the event. Teams from the Haas School of Business at UC Berkeley won in both 2014 and 2015.

The winning team included Hameed Hirani, Ankita Baxi, Melanie Chuen, Theresa Petmezas and Emily Todd.

More than 35 teams applied to participate. From this group, eleven were invited to compete in Evanston. Schools this year included:

-Anderson School of Management, UCLA

-Booth School of Business, University of Chicago

-ESADE Business School (Spain)

-Haas School of Business, University of California Berkeley

-Johns Hopkins Carey Business School

-Kellogg School of Management, Northwestern University

-McDonough School of Business, Georgetown University

-Olin Business School at Washington University

-Said Business School, University of Oxford (UK)

2015

Chicago-Booth Wins 2015 Case Competition

Launching Evolocumab:

How do you turn a biologic drug into a big growth opportunity?

That was the question student teams had to answer at the 12th annual Kellogg Biotech and Healthcare Case Competition, held January 24, 2015, at the Kellogg School. The event, sponsored in recent years by the biopharmaceutical company AbbVie, featured MBA-student teams from business schools nationwide. “We believe it is the biggest business school case competition with the longest history in the healthcare space,” said Tim Calkins, clinical professor of marketing and co-academic director of the branding program at the Kellogg School, who has overseen the event for the past six years.

The quality of contestants reflected the competition’s stature. Of the 44 teams that applied to compete, ten were chosen, representing top MBA programs including Kellogg, Columbia, MIT Sloan, and Booth (University of Chicago). Each team comprised three to five student contestants. “The participants had incredible backgrounds,” Calkins said. Entrants’ past employers included Blue Cross/Blue Shield, J&J, Walter Reed Army Medical Center, Booz Allen Hamilton, and other organizations within and outside healthcare. Several contestants were physicians or MD/MBA students.

The teams drew on their experience, skills, and MBA training to address the case question: How to develop the most effective U.S. launch plan for evolocumab, Amgen’s new PCSK9-inhibiting biologic drug, which plays a role in reducing cholesterol. “We use a different case each year,” said Calkins, who wrote the case with a Kellogg MBA student. “The challenge is creating one that’s interesting and complex but manageable.” He noted that this year’s case was particularly challenging for the teams, as it required analysis of competitive dynamics, pricing, forecasting, budgeting, and marketing/branding to create a growth opportunity for Amgen and ensure consumers benefited from the product.

Teams had a week to analyze the case, conduct research (talking to cardiologists, for example), and create a comprehensive marketing plan. On January 24, all teams presented their plans and answered questions from a panel of judges made up of AbbVie executives including senior executives and younger managers, many with marketing backgrounds. “Some of my fellow judges were themselves MBA students in case competitions not long ago,” said Clement Pimor, Vice President of Corporate Strategic Planning for Abbvie and a judge the past two years. To ensure fairness, teams were identified by color (Kellogg was not purple!). The judges scored them on the thoroughness, logic, and quality of their plan and presentation.

“All the teams demonstrated a good understanding of the industry and market,” Pimor said, “especially because they only had a week to do what typically takes months or even years.” First place went to the Booth School of Business team, with the Haas School of Business (University of California, Berkeley) and Johnson Graduate School of Management (Cornell) teams placing second and third, respectively. Kellogg and the Tuck School of Business (Dartmouth) received honorable mentions. These standout teams “showed they understood key issues for multiple stakeholders—physicians, patients, and others—and came up with robust marketing initiatives supported by strong analytics,” Pimor said.

But the event was much more than a competition. “Beyond the prizes, it’s a great opportunity for experiential learning and networking,” Calkins said. “It’s always a great event and a fun day,” Pimor said, noting that the competition was inspiring for the competitors and judges alike.

By Sachin Waikar

Sachin Waikar is a freelance business writer living in Evanston, Ill.

Schools represented this year included:

-Booth School of Business University of Chicago (1st place)

-Haas School of Business, University of California, Berkeley (2nd place)

-Johnson Graduate School of Management at Cornell (3rd place)

-Tuck School of Business at Dartmouth (honorable mention)

-Kellogg School of Management, Northwestern University (honorable mention)

-Columbia Business School

-MIT Sloan School of Management

-Duke University’s Fuqua School of Management