Merck priced the vaccine at $360 for the three shots and was operational on program for the use of Gardasil in emergent countries at much lower price. Planned sales of Gardasil were $1 billion a year and billions more if states mandate inoculation.
Preceding to FDA approval, Merck began to enlarge a marketplace for Gardasil and launch an intensive campaign to get state to make HPV vaccination of girls entering middle school required. The campaign created a backlash against compulsory vaccination as the public and organized private groups became aware of Merck's efforts, however. In deciding its next moves Merck later suspended its effort and revealed on the experience.
Responsible Lobbying case study solution
PUBLICATION DATE: August 05, 2008 PRODUCT #: P57-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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