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Exubera Case Study: Misjudging the Market

Published by: Best Practices, LLC

Published: Jul. 1, 2008 - 33 Pages


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

ABOUT BEST PRACTICES, LLC

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.

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