©2015 INSEAD Case Study
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Merck & Co is preparing the launch of Gardasil, the first human papillomavirus (HPV) vaccine. Because knowledge of HPV is poor among potential vaccinees and other stakeholders (parents, physicians, third-party payers), and there is no habit of vaccinating adolescents, Merck needs to develop pre-launch programmes. Which potential vaccinees to target and how to position Gardasil - to prevent HPV, genital warts, cervical cancer, or both genital warts and cervical cancer - are other important decisions.