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Genentech : introduction of the first therapy for acute stroke

Author: Rashi GlazerJohn BresslerDavid LiuTom LeeMichael MarguliesAll authors
Publisher: London : SAGE Publications Ltd, 2017.
Series: SAGE Knowledge., Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Stroke ranks as the third leading cause of death in the U.S. After a series of clinical trials, Genentechs Activase®, a drug for preventing the blood clots that cause strokes, was approved by the FDA. One of the most significant issues Genentech faced was educating the market on stroke therapy with Activase. The stroke market not only included the hospitals and physicians, but also patients as well. Since the  Read more...
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Details

Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Rashi Glazer; John Bressler; David Liu; Tom Lee; Michael Margulies; Greg Vontz
ISBN: 9781526409959 152640995X
OCLC Number: 1017727087
Notes: Originally published in Glazer, R., Bressler, J., Liu, D., Lee, T., Margulies, M., & Vontz, G. (2007). Genentech: Introduction of the first therapy for acute stroke. The Berkeley-Haas Case Series. University of California, Berkeley. Haas School of Business.
Description: 1 online resource.
Series Title: SAGE Knowledge., Cases.
Responsibility: Rashi Glazer, John Bressler, David Liu, Tom Lee, Michael Margulies, Greg Vontz.

Abstract:

Stroke ranks as the third leading cause of death in the U.S. After a series of clinical trials, Genentechs Activase®, a drug for preventing the blood clots that cause strokes, was approved by the FDA. One of the most significant issues Genentech faced was educating the market on stroke therapy with Activase. The stroke market not only included the hospitals and physicians, but also patients as well. Since the therapy was time dependent, patients need to know a new therapy was available for which they had to seek prompt medical attention. This clearly pointed to the need for public education on the signs and symptoms of stroke and the treatment benefits of Activase. The need to educate patients and physicians created a strategic challenge. In what sequence should Genentech educate the marketphysicians first and then the public, the reverse order, or both simultaneously? What were the costs to implement these strategies?

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