Consumer Awareness or Disease Mongering GlaxoSmithKline and the Restless Legs Syndrome Harvard Case Solution & Analysis

In 2005, GlaxoSmithKline (GSK) has received approval from the Food and Drug Administration (FDA) to market Requip (Ropinirole) for restless leg syndrome. Requip has already been approved for the treatment of Parkinson's disease. Prior to approval of FDA, GSK has conducted an intensive advertising campaign for Requip, press releases, advertising, physicians in medical journals, and advertising directly to the consumer. In 2003, he began to develop consumer awareness radar campaign, saying that "a new study shows the total disorder is underrecognized-restless legs syndrome, keeps Americans awake at night." While GSK explained that her campaign was simply raising awareness of RLS, others disagreed. GSK accused of illness rumors ", or trying to turn ordinary people with ordinary experience in patients. This case tactic GSK and the differences between awareness and inappropriate drug promotion." Hide
by David P. Baron Source: Stanford Graduate School of Business 5 pages. Publication Date: October 20, 2008. Prod. #: P69-PDF-ENG

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