Which launch strategy was most credited for the unprecedented first-year success of Keytruda (pembrolizumab), Merck's breakthrough cancer immunotherapy drug?

In the highly competitive pharmaceutical industry, successful product launches require strategic planning and precise execution. This trivia tests your knowledge about one of the most successful medical product launches in recent years. Understanding these strategies can provide valuable insights for healthcare marketers and product managers looking to position their innovations effectively in a saturated market.

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Targeting a narrow indication (melanoma) first before expanding to other cancer types, allowing for focused marketing and clinical adoption
Extensive direct-to-consumer television advertising campaign highlighting patient testimonials
Significant price undercutting of competing immunotherapy treatments to gain market share
Exclusive distribution through specialty oncology centers rather than general hospital pharmacies