Marketing 550 - Medicines Case

MARKETING 550

Group Assignment 3:  Medicines Case Study 

This is a team assignment to prepare you for the Medicines case discussion and enable you to leverage the skills you have built with regard to the 3 Cs and 4 Ps.

Page limitation is 5 pages, double spaced, using at least 11pt font. Note that # 1-3 are designed to allow you to answer #4.

Questions #4 & #5 are really your market plan in terms of the important elements of the marketing mix.

TO HAND IN:  #1 - #6 below

3 Cs – Situational Analysis

1.     What are the different segments of “customers” for Angiomax?

2.     How large is each segment?

3.     What is the value (from the hospital’s point of view) for using Angiomax for each of these segments?  To do this you need to answer the following questions:

A.      What is the current value to the hospital in performing angioplasty?

a.     When nothing goes wrong

b.     When there is a problem (complication)

B.     What is the forecasted decrease in complications for the three different risk groups? (Hint: for the low risk group, see footnote 7 and Table B)

C.     What is the expected savings per patient for the three different risk groups?

D.    What is the expected savings per dosage for each risk group?

4.     What price should the Medicines Company charge for a dose of Angiomax? Why? Defend your answer.

5.     How would you promote this product?

6.     How fast do you think it will be adopted?  Why?

MARKETING 550

Group Assignment 3:  Medicines Case Study

Team 5: Will Manion, Poojal Trivedi, Anagh Narain, Yan Zheng

1) There are several different segments of customers for Angiomax. Customers include: hospital administrators, hospital pharmacists, and physicians.

2) Coronary heart disease is the leading cause of death in the US, accounting for 1 in 5 deaths. 14 million Americans have some form of coronary artery disease. The drug would apply to patients undergoing angioplasties and CABGs, which is 700,000 and 400,000 respective procedures annually. Physicians make up a fraction of this population, as many physicians are treating each patient in the population. There are a fraction of hospital pharmacists for each physician prescribing the drug, and there are much fewer hospital administrators than there are pharmacists and doctors.