AstraZeneca's Crestor: Challenges in the US Market



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Code : COM0047

Year :
2004

Industry : Health Care

Region : USA

Teaching Note:Not Available

Structured Assignment :Not Available

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Abstract: London-based drug maker, AstraZeneca, is the fourth largest in the world and second largest in Europe. When the company announced its plans to enter the cholesterol-lowering drugs segment (also called statins) with Crestor in the US, it received mixed responses from the industry and analysts.

Though a lucrative segment, the sensitivity attached to statins' safety and usage was of particular concern to AstraZeneca.

The drug faced a further setback after the European regulators demanded a labelling change and a reputed medical journal raised doubts about Crestor's safety. This only complicated Crestor's strategy as the established players, Pfizer and Merck, took advantage of the negative sentiment.

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Pedagogical Objectives:

  • To discuss the challenges faced by AstraZeneca in the process of taking the drug to market
  • To discuss the competitive scenario that prevailed at the time of Crestor's introduction
  • To discuss the promotional and marketing initiatives of the companies involved.


    Keywords : AstraZeneca; Cholesterol-lowering drugs (statins); Blockbuster drugs; Crestor; Lipitor; Baycol controversy; Negative sentiments; Pfizer's marketing; Merck's Zocor; Bristol-Myers Squibb's Pravachol; Marketing budgets; FDA approvals (Federal Drug Administration); Managing in Troubled Times Case Study; Merck's Vytorin; The Lancet; Clinical tests

    Contents :
    The Statin Market
    Crestor - Another Statin?
    The Statin Dillemma


    Case Introduction >>


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