Sendar
CASE 1 :
Category:
DRUG LAUNCH
Market Entry Analysis
Question (posed by the interviewer): Our client is the U.S. pharmaceutical division of a multinational corporation. In about sixmonths the division will receive FDA approval to launch an antidepressant drug. Despite this apparent good news from the FDA, the U.S. division is not elated. It has concerns over the market potential for this drug and its ability to reach the key prescribers in this therapeutic category. How would you help them decide whether to 1) launch alone, 2) comarket with a partner, or 3) sell, license or swap the drug to a third party. Information to be given if asked: Market Conditions
·
The concerns over market potential center on whether the drug can gain adequate competitive advantage in a market segment having two dominant, patentprotected competitors and nearly 100 generic competitors. Additionally, a competitor recently introduced a higher technology antidepressant, which appears to offer therapeutic advantages.
Firm Conditions · Gaining the professional endorsement of psychiatrists is crucial to success in this therapeutic category since they write approx imately half of the prescriptions for antidepressants. However, the division has no ex perience or marketing drugs to this physician group. Consequently, it would have to hire a sales force and/ enter into a comarketing agreement to gain access to psychiatrists through someone else’ force. The client would be able to s leverage its ex isting sales force to reach the other half of the prescribers (Internal Medicine specialist and Family and General Practitioners).
Interview Dialogue: Commentator: Note h wh is b ere at eingasked, How woud y h pth dec ”Wh is not b “ l ou el em ide. at eingasked is “ ic is th c Wh h e orrec op t tion to c oose? T e I h ” h nterv iewer is l ookingmore f h th p l is or ow is robem ap roac ed th f th “ orrec answer. p h en or e c t” Al note th it is total ap rop so at l p riate to take some
Category:
DRUG LAUNCH
Market Entry Analysis
Question (posed by the interviewer): Our client is the U.S. pharmaceutical division of a multinational corporation. In about sixmonths the division will receive FDA approval to launch an antidepressant drug. Despite this apparent good news from the FDA, the U.S. division is not elated. It has concerns over the market potential for this drug and its ability to reach the key prescribers in this therapeutic category. How would you help them decide whether to 1) launch alone, 2) comarket with a partner, or 3) sell, license or swap the drug to a third party. Information to be given if asked: Market Conditions
·
The concerns over market potential center on whether the drug can gain adequate competitive advantage in a market segment having two dominant, patentprotected competitors and nearly 100 generic competitors. Additionally, a competitor recently introduced a higher technology antidepressant, which appears to offer therapeutic advantages.
Firm Conditions · Gaining the professional endorsement of psychiatrists is crucial to success in this therapeutic category since they write approx imately half of the prescriptions for antidepressants. However, the division has no ex perience or marketing drugs to this physician group. Consequently, it would have to hire a sales force and/ enter into a comarketing agreement to gain access to psychiatrists through someone else’ force. The client would be able to s leverage its ex isting sales force to reach the other half of the prescribers (Internal Medicine specialist and Family and General Practitioners).
Interview Dialogue: Commentator: Note h wh is b ere at eingasked, How woud y h pth dec ”Wh is not b “ l ou el em ide. at eingasked is “ ic is th c Wh h e orrec op t tion to c oose? T e I h ” h nterv iewer is l ookingmore f h th p l is or ow is robem ap roac ed th f th “ orrec answer. p h en or e c t” Al note th it is total ap rop so at l p riate to take some