Pharmacia & Amp, Upjohn Inc

Topics: Baldness, Androgenic alopecia, Alopecia Pages: 2 (780 words) Published: February 26, 2013
Group Case I:
Pharmacia & Upjohn, Inc.
Rogaine Hair Regrowth Treatment
By Marina Sicic, Brittany Marshall, and Elisa Herrmann

Alternatives to the Rogaine Hair Growth treatment are prescription and non -prescription products such as shampoos, lotions and conditioners, which are mostly used when the hair is thinning. In total, men and women in the U.S. are spending over $300 million every year on such products. Additionally, they spend about a $100 million for elixirs, teas, and horse-hoof ointments. If hair loss is very noticeable, other alternatives such as hairpieces and wigs, hair transplants, and drugs are utilized to fight against the loss of hair. Together these options make consumers spend $1.3 billion per year. We will look at these substitutes closer in the following section and analyze how much big their market share is. More than two million U.S. citizens use hairpieces and wigs. They spend about $400 million per year on theses pieces, including their maintenance. Cost of care per year is between $300 and $600. This option can be produced with real human hair lasting about a year, or with synthetic hair, lasting for about two years. For men, a small hairpiece made out of real hair can cost between $1,000 and $3,500, pieces made out of synthetic hair total between $1,800 and $2,500. For women, a wig costs about $2,000. Another alternative are hair transplants. Men and women in the U.S. spend about $800 million per year on this surgical procedure. There are different ways to transplant hair. The procedures of “punch” and “strip grafting” cost between $3,500 and $15,000. The procedure of “male pattern baldness reduction” charges the patient between $2,000 and $3,500 plus transplant fee. To the cost of the surgery, possibly a short stay at the hospital can be added. Also the surgery’s...
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