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  • April 2017
  • Case
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Imprimis (A)

By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel
  • Format:Print
  • | Language:English
  • | Pages:18
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Abstract

This case examines the strategic choices and evolving business model of Imprimis Pharmaceuticals from the perspective of CEO Mark Baum. The (A) case provides a brief history of the company and of the compounding business, outlining the challenges faced by Imprimis in 2013. At the time, Imprimis was in the process of seeking FDA approval for a branded drug called Impracor. This process, already difficult, was further complicated by recent manufacturing issues. Meanwhile, the opportunity arose for Imprimis to purchase a technology related to compounded ocular injections. Because of the different competencies and business models required for the traditional pharmaceutical business vs. pharmaceutical compounding, Imprimis did not have the resources to pursue both of these options at once. Instead, Baum had to decide whether or not to abandon the company’s previous focus on Impracor and to delve headlong into the compounding business. The two paths would require vastly different approaches to marketing, R&D, and manufacturing, so that either decision would shape the future of the company for years to come.

Keywords

Strategy; Healthcare; Drug Compounding; Pharmaceuticals; Compounding; Drug Development; Decision-making; Mark Baum; Imprimis; Small Business; Decisions; Cost vs Benefits; Business Strategy; Business Model; Decision Choices and Conditions; Pharmaceutical Industry; United States

Citation

Casadesus-Masanell, Ramon, Karen Elterman, and Marc Appel. "Imprimis (A)." Harvard Business School Case 717-426, April 2017.
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About The Author

Ramon Casadesus-Masanell

Strategy
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Related Work

    • April 2017
    • Faculty Research

    Imprimis (B)

    By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel
    • April 2017
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    Imprimis (C)

    By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel
    • April 2017
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    Imprimis (D)

    By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel
Related Work
  • Imprimis (B) By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel
  • Imprimis (C) By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel
  • Imprimis (D) By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel
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