Primary File

Schering-Plough and Concerns about Vytorin®

Bhagwangar Dhanishtha Kika, and Smith, Matthew R., O’Rourke, J. S. (Editor)
February 12, 2018
North America
Strategy & General Management
11 pages
methods, stakeholders, stakeholder concerns, effective and timely manner, Health, financial ramifications
Student Price: 
$4.00 (€3.7)
Average rating: 

Clinical tests showed cholesterol drug Vytorin® was not living up to the claims of the producers, Schering-Plough and Merck. Consumers could receive a virtually equivalent drug for one-third of the cost. The problem facing Schering-Plough was to find the best methods to reach its stakeholders and ensure them that their concerns will be addressed in a timely and effective manner. This case has health, financial, and legal ramifications for stakeholders. 

Learning Outcomes: 
  1. To highlight the potential conflict of interests that pharmaceutical companies are faced with relating to the release and marketing of their drugs;
  2. To provide an example of how a company decision to boost sales by undergoing a study trial consisting of patients with extremely rare conditions can lead to unintended results, leading to a negative public perception;
  3. To encourage the analysis of a business strategy based on limited information;
  4. To demonstrate how a company will be held accountable to both the media and the public based on their perceptions of the company’s corporate philosophies;
  5. To encourage discussion concerning the timeliness of releasing study trial data as well as the effectiveness of the current drug approval process.