Abbott Laboratories and HUMIRA: Launching a Blockbuster Drug Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

In August 2002, the FDA notified the executive steering committee for new rheumatoid Abbott Laboratories' arthritis drug awaiting approval well ahead of schedule. If all goes well, the compound D2E7 (brand name HUMIRA) is approved for sale in the United States until the end of the year. This gave Abbott HUMIRA and brand team to four months to complete preparations for the launch of the product. Abbott acquired D2E7, biological disease-modifying antirheumatic drugs, when the company acquired Knoll Pharmaceuticals in March 2001. With significant head and combined 2002 sales expected to exceed $ 2 billion, Enbrel (from Immunex, later acquired by Amgen) and Remicade (Centocor subsidiary of Johnson & Johnson) HUMIRA provide stiff competition. However, rheumatoid arthritis market is expected to grow to more than $ 7.5 billion by 2008, there is still a significant opportunity for Abbott. Executive Steering Committee knew that the team would HUMIRA to organize all aspects of the global launch of the product carefully to quickly and efficiently set HUMIRA in this difficult market. "Hide
by Stefanos Zenios, Robert Chess, Lyn Denend Source: Stanford Graduate School of Business 30 pages. Publication Date: February 1, 2005. Prod. #: OIT44-PDF-ENG