Plavix: Drugs in the Age of Personalized Medicine

Posted: 14 Feb 2012

See all articles by Richard G. Hamermesh

Richard G. Hamermesh

affiliation not provided to SSRN

Mara G. Aspinall

Harvard University - Harvard Medical School

Rachel Gordon

Harvard University - Business School (HBS)

Date Written: November 1, 2010

Abstract

PIavix, one of the world's best selling drugs in 2010, appears to have a limited future. Its patent was due to expire soon and recently new data had been discovered which indicated that a small subset of the population would be at risk for stroke, heart attack or even death if they took PIavix. As a result the FDA had added a black box warning-the agency's most severe -- to Plavix's label in 2010. In addition, it had been discovered that the common combination of Plavix and Prilosec, an over-the-counter drug, could adversely affect patients. Finally, Plavix faced new competition from two new drugs with different mechanisms of action. This case reviews the recent history of Plavix in greater detail to encourage a discussion of the following questions: How might the current manufacturers of Plavix handle these emerging threats to their leading blockbuster? How might Plavix's potential competitors utilize Plavix's mixed history to their advantage? How should genotyping be integrated into the clinical care of patients in the light of emerging knowledge?

Learning Objective: To help conference participants understand how advances in the field of personalized medicine impact drug management and strategy.

Suggested Citation

Hamermesh, Richard G. and Aspinall, Mara G. and Gordon, Rachel, Plavix: Drugs in the Age of Personalized Medicine (November 1, 2010). Harvard Business School Entrepreneurial Management Case No. 811-001. Available at SSRN: https://ssrn.com/abstract=2004618

Richard G. Hamermesh (Contact Author)

affiliation not provided to SSRN ( email )

Mara G. Aspinall

Harvard University - Harvard Medical School ( email )

25 Shattuck St
Boston, MA 02115
United States

Rachel Gordon

Harvard University - Business School (HBS) ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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