| Description |
1 online resource (19 pages) : illustrations |
| Series |
International business online (text) |
| Summary |
The case tells the story of Synthroid from its development in 1958 as the first synthetic thyroxine molecule to its competition against generic equivalents in 2004. The case introduces students to the pharmaceutical industry, its practices, and some of the complexities of pricing and drug choice, with drug manufacturers, insurance companies, physicians, pharmacists, and patients all playing a role. It also provides a primer on hypothyroidism, its symptoms, and its treatment. The case is written in two parts. The (A) case provides background on the history of the drug, the pharmaceutical industry and its marketing practices, and hypothyroidism and its treatment, and it concludes in 2004 as Abbott's marketers face the impending challenge of defending the Synthroid business against generic competition. The (B) case describes what Abbott actually did to maintain its share in the United States and outlines its strategy in India, a market without patent protection for pharmaceuticals |
| Notes |
Title from resource description page (viewed July 24, 2014) |
|
HBS number: KEL728 |
|
Case number: 5-312-506(A) |
| Bibliography |
Includes bibliographical references |
| Notes |
This edition in English |
| Subject |
Pharmaceutical industry -- United States -- Case studies
|
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Hypothyroidism -- Treatment -- Case studies
|
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Pharmaceutical industry.
|
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United States.
|
| Genre/Form |
Case studies.
|
| Form |
Electronic book
|
| Author |
Hennessy, Julie.
|
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Kellogg School of Management.
|
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