Of Mice, Men, and Women: Sex-Based Pharmaceutical Marketing Strategies

Of Mice, Men, and Women: Sex-Based Pharmaceutical Marketing Strategies

  • Case
  • Teaching Notes
Abstract

A successful British biochemist, Lawrence Wright, considers himself lucky to be working for an up-and-coming biotechnology company in the heart of Paris. As a member of a research and development team, he is about to complete the last animal testing phase for a new drug showing tremendous potential to cure a serious disease. When Lawrence suddenly realizes that the promising chemical has unexpectedly made one of his only female test subjects very sick, he must report the unfortunate news to his boss. With a recent global trend of bringing awareness and stricter regulations to sex- and gender-specific research, the future of the company is at stake as they must decide how to proceed with marketing the new drug to potential investors and the public at large.

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