Case 20 Bristol-Myers Squibb Pull versus Push Promotion in the Channel

1. Do you think BMS's use of DTC advertising and coupon campaigns as pull strategies to promote Glucophage XR were successful? Should BMS implement another coupon program for Metaglip? Why or why not?

2. Do you think BMS's use of pull promotional strategies affected brand recognition and cus- tomer loyalty?

3. Do you think Glucophage XR sales will increase enough to offset sales lost from generic compe- tition with Glucophage? With exclusivity on Glucophage XR running out, do you think BMS can effectively market Metaglip to offset sales lost to generic competition?

4. What is your view of DTC advertising for pre- scription drugs? Do you feel it is an effective means of marketing prescription drugs as compared to more traditional push strategies, such as detailing and trade show promotions? Why or why not?

5. What effects do pull strategies for prescription drugs have on the distribution channel for pharmceutical companies? How do they affect the channel relationship between health care professionals and pharmaceutical companies?

Case Linkshttps://books.google.com.sg/books?id=6WMJAAAAQBAJ&pg=PA609&lpg=PA609&dq=Bristol-Myers+Squibb+Pull+versus+Push+Promotion+in+the+Channel&source=bl&ots=JLUWvDEqOi&sig=ACfU3U1rvhdZ_AY0L5PXUMRs8LK-CQP4Sg&hl=en&sa=X&ved=2ahUKEwjprIvY9v7zAhUYfX0KHUmCDIkQ6AF6BAgWEAM#v=onepage&q&f=false