The Case of Synthroid (A): Marketing a Drug Coming Off Patent
Abstract
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
Keywords
Citation
Tybout, A.M., Hennessy, J., Fahey, N. and Snyder, C. (2017), "The Case of Synthroid (A): Marketing a Drug Coming Off Patent", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000343
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:Kellogg School of Management
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