About this title: Cases in Health Care Marketing, 1/e by Gourville, Quelch, and Rangan is a collection of Harvard cases that concentrate on marketing within the health care sector. The book is divided into seven sections, exploring topics which include: Developing a Marketing Strategy, Developing New Products, Launching of New Products, Managing Distribution, Managing Communications, Managing the Brand, and International Marketing.

Table Of Contents

PART I Developing a Marketing Strategy

1-1 Millennium Pharmaceuticals, Inc. (A) Stefan Thomke

1-2 Hikma Pharmaceuticals John A. Quelch and Robin Root

1-3 The Aravind Eye Hospital, Madurai, India: In Service for SightV. Kasturi Rangan

PART II Developing New Products

2-1 Abgenix and the Xenomouse Robert Dolan

2-2 Cardio Thoracic Systems Michael J. Roberts and Diana S. Gardner

2-3 Innovation at 3M Corporation (A)Stefan Thomke and Ashok Nimgade

PART III Launching New Products

3-1 The Medicines Company John T. Gourville

3-2 Biopure Corporation John T. Gourville

3-3 Synthes John T. Gourville

PART IV Managing Distribution

4-1 Merck-Medco: Vertical Integration in the Pharmaceutical Industry V. Kasturi Rangan and Marie Bell

4-2 Becton Dickenson & Company: VACUTAINER Systems Division V. Kasturi Rangan and Frank V. Cespedes

4-3 CVS: The Web StrategyJohn Deighton and Anjali Shah

PART V Managing Communications

5-1 Pepcid AC (A): Racing to the OTC Market Charles King III, Alvin J. Silk, Lisa R. Klein, and Ernst R. Berndt

5-2 LifeSpan, Inc.: Abbott Northwestern Hospital Melvyn A. J. Menezes

5-3 Population Services International V. Kasturi Rangan

PART VI Managing the Brand

6-1 The Dana-Farber Cancer Institute: Development StrategyV. Kasturi Rangan

6-2 Bayer AG (A) John A. Quelch and Robin Root

6-3 Warner-Lambert Ireland: NiconilJohn A. Quelch and Susan P. Smith

PART VII International Marketing

7-1a Life, Death, and Property Rights: The Pharmaceutical IndustryFaces AIDS in Africa Debora Spar and Nicholas Bartlett

7-1b Phase Two: The Pharmaceutical Industry Responds to AIDSDebora Spar

7-2 Ciba-Geigy Pharmaceuticals: Pharma International John A. Quelch and N. Craig Smith

7-3 Genzyme’s Gaucher Initiative: Global Risk and ResponsibilityChristopher A. Bartlett and Andrew N. Mclean