The Rise and fall of Baycol/Lipobay
Author: Angelmar, Reinhard INSEAD Area: MarketingIn: Journal of Medical Marketing, vol. 7, no. 1, January 2007 Language: EnglishDescription: p. 77-88.Type of document: INSEAD ArticleNote: Please ask us for this itemAbstract: This case study describes the history of Bayer's anti-cholesterol medicine Baycol/Lipobay from its early development to its withdrawal from the market. Initially available only in low doses, sales of the aggressively priced Baycol/Lipobay picked up when the product was marketed at higher doses, especially in the large US market. On course for $1 billion sales, the product was suddenly withdrawn worldwide in response to reports of a number of deaths associated with its use. The withdrawal resulted in public criticism of the pharmaceutical industry and the company, multiple lawsuits against Bayer and a decline in sales and profitability, and strategic repositioning of its pharmaceutical division.| Item type | Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
|
Europe Campus | Available | BC007922 |
Ask Qualtrics
This case study describes the history of Bayer's anti-cholesterol medicine Baycol/Lipobay from its early development to its withdrawal from the market. Initially available only in low doses, sales of the aggressively priced Baycol/Lipobay picked up when the product was marketed at higher doses, especially in the large US market. On course for $1 billion sales, the product was suddenly withdrawn worldwide in response to reports of a number of deaths associated with its use. The withdrawal resulted in public criticism of the pharmaceutical industry and the company, multiple lawsuits against Bayer and a decline in sales and profitability, and strategic repositioning of its pharmaceutical division.
Digitized
There are no comments for this item.