A mid-size, non-union healthcare company confronts a racial incident on the loading dock. Issues
include leadership, cultural diversity, management structure, and conflict resolution. An
alternative version of issues discussed in Hayward Healthcare Systems, Inc. (94-05-2) 3 pp. Case
#94-05-1. (1994)

Gilead Sciences’ hepatitis C drug, Sovaldi, proved more effective than the competition and was priced in line with market conditions. However, extremely high cost and large patient population captured the attention of the media, the public, NGOs, and even the government. The controversy deepened when the company revealed the cost in developing countries would be roughly 1% of the cost in the U.S. Case #14-10 (A)12 pp (B) 4 pp. Case # 14-10 (2014)

Global Genes, a leading patient advocacy organization supporting the global rare disease community, must plan for the launch and marketing of RAREX, a new patient driven data collection and global data repository initiative. This rare disease moonshot is the first of it’s kind. Its success is contingent upon the collaboration of various stakeholder groups and will require strategic communicative efforts to properly deliver the proposal. 13 pp. Case #19-05 (2019)

On June 17, 2005, medical device maker Guidant Corporation announced a recall of 50,000 implantable
cardioverter defibrillators due to flaws in the devices. These devices are designed to correct a chaotic
and deadly type of heart rhythm. This recall was expanded to include 109,000 ICDs and another recall
affected Guidant’s pacemaker products. These problems brought an impending acquisition by Johnson &
Johnson into question, and created patient concerns about the integrity and honesty of the company. 8
pp. Case #06-08. (2006)

A mid-size, non-union healthcare company confronts a racial incident on the loading dock. Issues
include leadership, cultural diversity, management structure, and conflict resolution. An
alternative version of issues discussed in Deerfield Hospital Supply, Inc. (94-05-1) 3 pp. Case
#94-05-2. (1994)

On August 6, 2012, HCA Holdings, Inc., one of the largest for-profit hospital management companies in America, revealed to investors that the U.S. Attorney’s Office in Miami had requested documents related to unnecessary cardiac procedures at ten of its hospitals. HCA’s announcement coincided with an article published by The New York Times on the investigation. HCA is the largest hospital management company in America and has had a history of legal issues ranging from Medicare fraud to unnecessary heart procedures. 12 pp. Case #12-10. (2010)

Johnson & Johnson experienced the rapid spread of negative backlash through social media channels in response to an online Motrin advertisement. The incident raises a discussion on the opportunities and risks of using social media in marketing and communications outreach, as well as how social media efforts should align with the company’s overall business objectives. 9 pp. Case # 10-10 (2010)

Infant formula producer Mead Johnson Nutrition Company needs to determine what its response should be when its flagship product, Enfamil, is linked to an infant’s death from Cronobacter sakazakii. Despite no hard evidence of contamination, retailers voluntarily pulled the item off the shelves as a precaution. Case # 12-07 (2012)

Executives at Scotts Miracle-Gro, a Massachusetts lawn and garden products manufacturer, had a
passion for employee wellness, and all employees, from the CEO to front-line workers were
required to participate. In September of 2006, one month ahead of a transition to a smoke-free
environment in all Scotts’ facilities, employee Scott Rodrigues was fired. His offense? Smoking
on his own time, at home. Even though the company violated no labor laws, the move
jeopardized both employee morale and the company’s hard-earned reputation as a great place to
work. Communication officials must determine how to deal with the resulting damage. 7 pp.
Case #07-03. (2007)

In spite of similar formulation, Swiss pharmaceuticals giant Roche has always positioned its two products Avastin and Lucentis separately, as treatments for cancer and for age-related macular degeneration (AMD) respectively. However, doctors have been prescribing Avastin for AMD treatments because of the huge price differential between the two drugs. With contamination of Avastin due to repackaging by a Florida pharmacy leading to 21 cases of patient blindness in Q3 2011, Roche faces a serious threat to its reputation and finances.

Theranos became one of the most exciting start-ups in Silicon Valley when it introduced a simplified blood testing method that had the potential to help countless people. However, a 2015 Wall Street Journal article changed everything. Suddenly, Theranos went from being viewed with praise to suspicion. Will regular, transparent communication save this once-promising biotech firm from extinction? 16 pp. Case # 17-11. (2017)