The Bully Pulpit in Action: Cipro and Zevalin

Former HHS Secretary Thompson's negotiation of a price discount on Bayer's antibiotic Cipro during the anthrax scare of 2001 is everybody's favorite example of price negotiation in action. The real lesson of that case, though, is that negotiation can pay off for manufacturers. For a less rosy example, consider Biogen Idec's experience with Zevalin.