Primary File Info
The Avastin Crisis: A Crisis in Patient Blindness
Biswas, S., Gedjeyan, M., and O’Rourke, J.S. (Editor)
February 12, 2018
Strategy & General Management
Positioning, products, pharmaceuticals, reputation, threat
In spite of similar formulation, Swiss pharmaceuticals giant Roche has always positioned its two products Avastin and Lucentis separately, as treatments for cancer and for age-related macular degeneration (AMD) respectively. However, doctors have been prescribing Avastin for AMD treatments because of the huge price differential between the two drugs. With contamination of Avastin due to repackaging by a Florida pharmacy leading to 21 cases of patient blindness in Q3 2011, Roche faces a serious threat to its reputation and finances.