個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Zithromax Z-Pak and the "Biaxin BBQ" (B)
內容大綱
The Biaxin case deals with competition in the mature market for antibiotics designed for use in the treatment of bacterial respiratory infections. The case tells the story of how Pfizer's Zithromax stole the share dominance of an established brand, Abbott's Biaxin. The case deals with the importance in pharma markets of consumer (patient) and channel (physician and insurance payer) insight as well as pharmacological efficacy data.