Managing Drugs on the Forefront of Personalized Medicine: The Erbitux and Vectibix Story

Posted: 17 Apr 2012

See all articles by Richard G. Hamermesh

Richard G. Hamermesh

affiliation not provided to SSRN

Raju Kucherlapati

Harvard University - Harvard Medical School

Rachel Gordon

Harvard University - Business School (HBS)

Date Written: March 8, 2010

Abstract

In May 2007, Amgen Inc. (Amgen) received disappointing news from the European Medicines Agency (EMEA) that its drug Vectibix, developed to fight metastatic colorectal cancer, had been rejected. This was especially surprising news given that a similar rival drug had received approval several years prior. Moreover, Vectibix had also received Food and Drug Administration approval in 2006. During additional trials, Amgen has learned that the Vectibix is only effective with the 60% of the population that has a specific gene marker. Given this development, what should Amgen's strategy around Vectibix be both in Europe and the United States?

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 Kucherlapati, Raju and Gordon, Rachel, Managing Drugs on the Forefront of Personalized Medicine: The Erbitux and Vectibix Story (March 8, 2010). Harvard Business School Entrepreneurial Management Case No. 810-066, Available at SSRN: https://ssrn.com/abstract=2041426

Richard G. Hamermesh (Contact Author)

affiliation not provided to SSRN ( email )

Raju Kucherlapati

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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