Merck: Pricing Gardasil

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


The case highlights the complexity and issues around pricing in the pharmaceutical industry. To decide on the price of Merck's new vaccine, students will work through product economics and be introduced to the role of economic modeling in determining appropriate prices in the biomedical industry. The case is unique because it gives students an opportunity to calculate a cost per quality adjusted life year (cost per QALY), and in the process discover the power and limitations of such an analysis.



Calkins, T. and Vora, M. (2017), "Merck: Pricing Gardasil", Kellogg School of Management Cases.

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