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• Case | HBS Case Collection | January 2015 (Revised July 2019)

  CVS Health: Promoting Drug Adherence

  Leslie John, John Quelch and Robert Huckman

  Email mking@hbs.edu for a courtesy copy.
  
  The case describes a program that CVS Health recently implemented to improve medication adherence, an important problem from a societal, public policy, and firm perspective. A test of the program, costing hundreds of thousands of dollars to implement, increased the proportion of adherent customers by 1.4 percentage points. Students are asked to quantify the system-wide economic benefit of this improvement and draw upon insights from behavioral science to examine approaches for boosting medication adherence.

  Keywords: medication adherence; Affordable Care Act (ACA); Marketing Strategy; Communication Strategy; Customer Value and Value Chain; Decisions; Health Care and Treatment; Goals and Objectives; Resource Allocation; Marketing Communications; Consumer Behavior; Measurement and Metrics; Service Delivery; Behavior; Motivation and Incentives; Social Issues; Information Technology; Value Creation; Health Industry; Pharmaceutical Industry; Insurance Industry; Public Relations Industry; Retail Industry; United States;

  Citation:

  John, Leslie, John Quelch, and Robert Huckman. "CVS Health: Promoting Drug Adherence." Harvard Business School Case 515-010, January 2015. (Revised July 2019.) (Email mking@hbs.edu for a courtesy copy.)  View Details

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• Case | HBS Case Collection | May 2019

  Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)

  John A. Quelch and Katherine B. Hartman

  The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president of marketing and product development at Caesan, must recommend to the Board of Directors whether to launch the product using Jameson® whiskey as a branded ingredient or using a generically branded whiskey. Use of the branded ingredient would involve a licensing agreement with a leading spirits and wine distributor, Pernod Ricard USA (PR-U). Evaluation of the options requires an assessment of the product-company fit, product-market fit, marketing program, licensing agreement, breakeven sales volume, and achievement of the targeted sales goal. The case focuses on evaluating new product opportunities, specifically regarding product-company fit and product-market fit. In addition, the case allows students to discuss the power of branding and entering strategic partnerships to drive revenue. Students must also use their quantitative skills, such as conducting breakeven analyses and understanding the impact of licensing costs on gross profit margins. The case can be used to discuss product strategy, positioning, branding, and partnerships. It is recommended for upper-level undergraduate students or MBA students in courses focused on marketing strategy, product development and management, or branding.

  Keywords: Brands and Branding; Product Development; Management; Product Marketing; Product Positioning; Marketing Strategy; Partners and Partnerships; Food and Beverage Industry;

  Citation:

  Quelch, John A., and Katherine B. Hartman. "Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)." Harvard Business School Brief Case 919-521, May 2019.  View Details

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• Supplement | HBS Case Collection | May 2019

  Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative, Spreadsheet for Instructors (Brief Case)

  John A. Quelch and Katherine B. Hartman

  Citation:

  Quelch, John A., and Katherine B. Hartman. "Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative, Spreadsheet for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 919-524, May 2019.  View Details

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