propecia case - 1175 Words

PROPECIA: Helping Make Hair Loss History 1. Define Propecia’s potential customer base. What is Propecia competing against in the consumer’s mind? What can be learned from Rogaine’s experience in the marketplace? Propecia is a drug against hair loss, effective both on stopping and reversing the Male Pattern Hair Loss. According to Tom Casola, the brand manager of Propecia, the potential customer base is at least half of the male population, as MPHL occured in 30-40 million American men, which is around 50% od Caucasian men under the age of 50, with the lifetime incidence to reach 100%. But when compared to others race and nationalities. Neither black men, Japanese men nor Chinese men were as likely to develop MPHL as†¦show more content†¦Third option of reminder ads, which do not seem to be the best strategy at any other given time, as mentioned by Casola, there is no point in having an ad that creates brand awareness where you cannot even tell that the product is an hair loss product, at this time it seems like the soundest road to take. There is a risk that the brand awareness would be empty inside, but along with working with doctors, mostly dematologists who would be more eager to prescribe Propecia, and urging people to see a dermatologists in the ads, would be the best of the options. This way, making the problem a health issue, which should be handled through a dematologists would create some sort of barriers for the on-the-counter competition especially the new Rogaine to come. 4. What role does a physician play in this context? How much detailing effort is necessary? Pysicians are primarly the customers of prescribed drugs, as they are the ones prescribing the drugs to the patients, the realt consumers. In order for the making the pysicians to prescribe the intended drugs, pharmaceutical companies have sales representatives, whoShow MoreRelatedHelping Make Hair Loss History1530 Words   |  7 PagesStatement of the Problem Merck needs to develop a marketing strategy to launch its new hair loss product, Propecia ®. The strategy should determine the target segment, product positioning, and the most effective marketing mix. Issues and Analysis The Food and Drug Administration s restrictions on direct to consumer (DTC) advertising restricts content and type of advertising. The FDA allows only three types of advertising for prescription drugs: brand name, indication or both. A key decisionRead MorePropecia - Helping Make Hair Loss History1019 Words   |  5 PagesCase Overview: 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) â€Å"balding†. Merk’s 1st consumer-driven product (prescription needed) Direct-to-Consumer Ads key to building demand PROPECIA (Finasteride) originally developed for treating enlarged prostatesRead MorePropecia - Helping Make Hair Loss History1009 Words   |  5 PagesCase Overview: 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) â€Å"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 atRead MoreSolutions to Hair Loss in Men and Women Essay1697 Words   |  7 Pagesmore effective for women than men. It is also the only FDA approved treatment for hair loss for women. The second treatment is called Propecia. Propecia is an oral medication that became FDA approved in 1997 for the treatment of male pattern baldness. It is the first drug in history to effectively treat androgenetic alopecia in the majority of men who use it. Propecia is effective because when taken daily it lowers the levels of dihydrotestosterone. Dihydrotestosterone shrinks the hair follicle causingRead MoreTechnology and Ethics4882 Words   |  20 Pagesviable treatments for cancer and AIDS, we have scientists who are at the mercy of huge biotech and pharmaceutical companies. Weve got scientists developing The New Pill That Can End Aging (Readers Digest, November 2003) along with Viagra and Propecia, pills for impotent and balding men. Do we see a little misdirection of effort? Yes. Aging, impotence, and hair loss are not threatening an entire population with imminent death, like the AIDS epidemic in Africa. Aging and impotence have not strickenRead MoreHow to Fight a Price War5490 Words   |  22 Pageshehavior lets some companies charge higher prices on the Weh hecause of the anonymity that on-line transactions offer. In a recentstudyof 46 e-tailers of prescription drugs, the two most popular items (Viagra, a medication for erectile dysfunction, and Propecia, a medication to treat male pattern baldness) were priced roughly io7o higher than in drug stores. For obvious reasons, people prefer to have those prescriptions filled without personal contact and are willing to pay a premium for a faceless transactionRead MoreMerck Case18783 Words   |  76 PagesIntroduction: Objective of this Study This case study of Merck was completed under a three year research grant from the Sloan Foundation. The pro ject s purpose is to examine in a series of case studies how U.S. and Japanese firms who are recognized leaders in using information technology to achieve long-term sustainable advantage have organized and managed this process. While each case is complete in itself, each is part of this larger study.1 This pharmaceutical industry case together with other cases2 supportRead MoreMarketing Mistakes and Successes175322 Words   |  702 Pages1-800-CALL WILEY (225-5945). Library of Congress Cataloging in Publication Data Hartley, Robert F., 1927Marketing mistakes and successes/Robert F. Hartley. —11th ed. p. cm. Includes index. ISBN 978-0-470-16981-0 (pbk.) 1. Marketing—United States—Case studies. I. Title. HF5415.1.H37 2009 658.800973—dc22 2008040282 ISBN-13 978-0-470-16981-0 Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 PREFACE Welcome to the 30th anniversary of Marketing Mistakes