November 1997, Tom Casola, PROPECIA brand manager for Merck planned to launch with regulatory changes by the FDA in two months (likely launch Date: January 1998) PROPECIA (Expected FDA approval December 1997) represented a major breakthrough in the treatment of Male Patter Hair Loss (MPHL) “balding”. Merk’s 1st consumer-driven product (prescription needed) Direct-to-Consumer Ads key to building demand
PROPECIA (Finasteride) originally developed for treating enlarged prostates at a 5mg dose vs 1mg for MPHL. Works by blocking the conversion of testosterone into DHT = stops the deterioration of follicles Benefits:
83% of participants maintained current hair count
66% of men experienced visible re-growth within the first year Side Effects
Various sexual side effects experienced by fewer than 2% of men taking the drugs (compared with ~1% in a placebo) •
In Pregnant Women - could cause birth defects in male fetuses if ingested or absorbed through skin
Alternatives / Competition: (see p.4)
Hair replacement surgery $2,000 to over $10,000 (~50% of the $1.5B in category sales), 2.
Mechanical solutions “Hairpieces” lasting 1-3 yrs ~500 – 3,500 3.
Topical Interventions $20 - $40/mo
Rogaine (minoxidil) the first product clinically shown to stimulate hair growth
The 6M Model for communications planning:
Strategic / Tactical
Market Opportunity: At least half of the male population – T. Casola (US) a.
40 million American men
$1.5 billion in category sales (US)
100% lifetime incidence for White men (50% under 50yrs)
% MPHL lower in other races ie. 25% of blacks
Mission: To educate the consumer on the product, ease fears, set right expectations, have them get a prescription and purchase (make sure Doc has enough info to be comfortable prescribing the drug) a.
Move the customer along the hierarchy of effects model… (see p.11 tech note) 3.
Message: This is the most effective treatment available, less...
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