Pharmaceutical company Genzyme has created a brand new drug, Renvela, which is a phosphate binder designed to be used primarily by patients with kidney failure. Renvela is a slightly different variant of Genzyme's highly successful Renagel.
Company executives must now determine how best to start Renvela. Should it be a premium version of Renagel? Is it worth establishing the product whatsoever? The instance seems fairly straightforward on the surface, but the questions are challenging to work through.
PUBLICATION DATE: July 01, 2009 PRODUCT #: KEL412-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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