For the 16th consecutive year, the Kellogg School of Management hosted their international Biotech and Healthcare Case Competition. This year’s topic was Fixing Pharma’s Brand and sponsored by Astellas. Our own President of HBN, Jessica Joseph was on the winning team. There were great recommendations from all the teams on how to improve pharma’s brand perceptions. The Hopkins team, Chordata, cited a mixture of short-term branding efforts and corporate governance laws as well as a detailed plan to lower drug pricing while balancing net income.
Other teammates: (Left to right) Elizabeth Phelan and Jenna Fritz are both joint MBA/MPH students through Carey and the School of Public Health, while Taylor Cottle is also a Ph.D. candidate in Biochemistry, Cellular, and Molecular Biology and Jessica Joseph is a Ph.D. candidate in Cellular and Molecular Medicine. Even Tim Calkins, Clinical Professor of Marketing, Kellogg School of Management, Northwestern University says “the topic is perhaps our most challenging yet: how should the pharmaceutical industry deal with its branding problem?”
The competition was very stiff. Sixty teams applied and 11 were selected to attended to compete in Evanston, Illinois. They included teams from: Ross School of Business (University of Michigan), McCombs School of Business (University of Texas), China Europe International Business School (Shanghai, China), two teams from Kellogg School of Management (Northwestern), Harvard Business School, SDA Bocconi School of Management (Milan, Italy), Anderson School of Management (UCLA), Carey School of Business (Johns Hopkins), Booth School of Business (University of Chicago), and Haas School of Business (Berkeley)