The Case of Synthroid (A): Marketing a Drug Coming Off Patent

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


After analyzing the case students should be able to:

  • Describe strategies that branded competitors can use to defend their business from lower-priced competition

  • Understand the basics of pharmaceutical marketing and pricing, including the global challenge of defending branded drugs against generic equivalents

  • Discuss ethical issues in the marketing of high-margin branded products that have lower-priced alternatives, especially in the healthcare industry



Tybout, A., Hennessy, J., Fahey, N. and Snyder, C. (2017), "The Case of Synthroid (A): Marketing a Drug Coming Off Patent", Kellogg School of Management Cases.

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