Case Detail

Case Summary

Amgen: Launching Repatha

Case Number: 5-416-759, Year Published: 2017

HBS Number: KE1004

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Authors: Timothy Calkins; Mike Harris

Key Concepts

Financial Analysis, Financial Strategy, Health Care, Innovation, Marketing Strategy


In March 2015, Amgen is preparing for the launch of Repatha, a new molecule that has demonstrated a remarkable ability to treat high cholesterol. Through a series of clinical trials, Amgen has proven that the molecule is both safe and effective for patients with high cholesterol. It also is effective for patients with familial hypercholesterolemia, a difficult-to-treat population that has exceptionally high levels of cholesterol. Amgen expects the FDA to approve the molecule before the end of the year. Now, the Repatha team has to develop a revenue forecast.

Learning Objectives

After reading and analyzing the case, students will be able to develop a product forecast; make tough strategic choices required during a product launch; analyze the motivations and primary concerns of key stakeholders; and think through questions related to insurance reimbursement.

Number of Pages: 16

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: United States

Industry: Pharmaceutical

Organization Name: Amgen

Organization Size: Large

Year of Case: 2015