In 2014 Gilead Pharma launched the first oral HCV medication, Sovaldi. Soon after launch, the drug became a blockbuster hit in Pharma industry. Sovaldi’s high cure rate, short dosage period, less severe side effects, large target market and increased demand helped drive $2.3 billion sales in the first quarter itself.
This case study showcases the strategy and tactics utilized by Gilead in achieving blockbuster status for Sovaldi. It also highlights a nine step analysis of strategy/tactics essential for new product launch.
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