Me rck’s new product development & launch strategy for

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Me rck’s new product development & launch strategy for

  1. 1. MERCK’S NEW PRODUCT DEVELOPMENT & LAUNCH STRATEGY FOR JANUVIA PRODUCT MANAGEMENT
  2. 2. GROUP MEMBERS RENUKA ROSTUM RAJAS
  3. 3. DIABETES DIABETES and its Types Diabetes Type 2 Symptoms Diabetes and Emotions
  4. 4. JANUVIA  Idea of Rejuvenation.  Wholesale list price of US$ 4.86 per tablet.  Target market:  Diabetes Specialists (Endocrinologists),  Primary Care Physicians (Family Doctors).  Safety advantages and the unique mechanism of action.  Not pitching its brand against any particular drug in the diabetes market.
  5. 5. TRADITIONAL WAYS OF MARKETING PHARMACEUTICAL PRODUCTS  Marketing to targeted doctors after the approval of the drug through / with the help of :  Medical Representatives  Key Opinion Leaders (KOL)  Medical Journals  Collaborating with Chemists and Distributors  Insurance Company.  Heavy DTC advertising was also a key component in the promotional budget of most companies
  6. 6. Merck’s Transition to New Commercial Model · Increase expertise, focus and efficiency of reps · Customize resources to physician practice and managed care environment · Collaborate with health plans to enhance appropriate utilization and improve overall care · Leverage ongoing initiatives with plans and physicians · Reduce number of reps promoting same primary care brand by up to 50% · Decrease the number of reps for major in-line products by 1,500 · Redeploy resources to support vaccine launched · Initiate productivity pilots globally Design Pilot · Broaden engagement with scientific leaders · Increase reliance on alternative channels · Expand e-detailing and web offerings · Invest “to win” in HPV and diabetes markets Execute
  7. 7. NEW COMMERCIALIZATION STRATEGY Merck wanted to move away from the commercial model. This new strategy involved using fewer sales people and using online or digital advertising. Merck found that the productivity of its sales force had increased Merck used television or video-detailing in about 50,000 offices. Merck strove for better targeting.
  8. 8. DISEASE AWARENESS AND EDUCATION Merck started a drive to educate patients on Merck entered diabetes. into scientific exchange programsMerck used a series of with Merck was the first and only healthcare company ‘Diabetes organizations. Conversation to make these innovative educational tools. Map’ tools to promote diabetes education. Combination of visual learning techniques and active dialog between patients and healthcare professionals.
  9. 9. DILEMMA FACED BY PRODUCT MANAGEMENT Product Manager Position the product in later stage of progressive disorder (Ethical Motive) Position it in earlier stage of diabetes (Profit Motive)
  10. 10. SHARE OF PRESCRIPTIONS AND SAMPLES FOR TYPE 2 DIABETES Primary Care Physicians Rest 14% ENDROCRINOLOGISTS Januvia 14% STRONG LAUNCH Byetta 9% Meforin 26% Avandia 14% Actos 23% For the week ending November 17, 2006. For the two weeks ending November 17, 2006.
  11. 11. COMPETITORS OF JANUVIA GALVUS EXUBERA METFORMIN ACTOS BYETTA AVANDIA
  12. 12. ALTERNATE COURSE OF ACTION FOR PRODUCT MANAGER Insulin Injection: It is simplified through Insulin Pen, Insulin Pump, Insulin Syringe Blood Glucose Monitoring Systems Expert service
  13. 13. FEASIBILITY ▪ "The global incidence of diabetes among adults aged 20–79 years old was 6.6% in 2010, and will increase to 7.8% by 2030.“ The global insulin pumps market was valued at $500m in 2009, and is forecast to reach $1bn in 2016 at a CAGR of 9.7% from 2009 to 2016. Technological advances have made insulin delivery devices less painful and invasive, and easier to use. Quality of life is a significant factor in determining a patient’s choice of device. The global insulin delivery devices market was dominated by Novo Nordisk with 18%, followed by Eli Lilly and Company with a 16% market share. Novo Nordisk is the market leader in the insulin pens market with Flexpen and Novopen as their major products.
  14. 14. THANK YOU
  15. 15. QUESTIONS?

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