Abstract
This case study reviews the failed strategy and tactics utilized by Pfizer for
the launch of its inhaled insulin product Exubera for diabetes. The study
reviews the pharma giant' s missteps with payers, consumers and KOLs as it
launched the product. Pfizer expected a blockbuster because of Exubera' s
perceived delivery system advantages over insulin injections but the product
flopped - despite Pfizer' s substantial marketing efforts - and was dropped
by the company less than a year after launch. Executives and managers can use
this research to gain insights into the sometimes-difficult process of winning
key support from payers, consumers and physicians for a product with different
characteristics than existing products.
KEY TOPICS
- Key Marketing Issues
- Key Payer and Thought Leader Issues
- Launch Team Problems
- Marketing and Education Campaign Problems
- Product Issues on Medical Front
- Product Issues on Economic Front
METHODOLOGY
The data for this case study was collected utilizing primary research via
executive interviews and supplemental secondary research.
Table of Contents
EXECUTIVE SUMMARY
- Key Findings
- Exubera Commercialization Milestones
MARKET ENTRY ISSUES
- Exubera Market-Entry Summary: Blockbuster Predicted
- How Exubera Missed the Mark: Key Marketing Issues
- Business Case with Payers not Adequate
- Thought Leaders Not Fully Engaged
- Drug Delivery System Not Fully Received
- Extra Burden on Physicians Impacted Adoption
- Rush to Launch without Full Internal Alignment Hurt Entry
- Rollout Too Rapid for Adequate Specialist Focus
- Marketing Muscle Could Not Overcome Concerns
- Massive Education Programs Failed to Influence
- Sales Support System Drew Internal Criticism
PRODUCT ISSUES
- Failure to Overcome Safety Questions Hurt Uptake
- Exubera Lacked Exploitable Efficacy Advantage
- Positioning Around Unmet Need Fell Short
- Dosing Complexity Limited Drug Acceptance Rate
- Scorecard: No Strong Driver for Medical Change
LESSONS LEARNED
APPENDIX
- Disease and Drug Information
- Status of Competing Inhaled Insulin Products
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