Case Scenario: Launching a Cancer Drug: Comanapracil
You are a pharmaceutical executive and you are preparing a presentation for a Board of Directors. You believe that your firm, Ropache, may have developed a promising new drug, Comanapracil, which seems to arrest the progress of breast cancer for 2 years with no significant side effects. Clinical trials suggest that the drug is 100% effective for 2 years. After 2 years, tumor growth resumes at the same rate. Therefore, Comanapracil can only be used for a 2-year course, after which it loses its effectiveness.
To complete this Assessment:
• Be sure to use at least two scholarly academic resources as specified in the rubric. This means using Walden Library databases to obtain peer reviewed articles. Additionally, .gov (government expert sources) are a quality resource option. Note: Internet and .com sources do not meet this requirement.
Access the following to complete this Assessment:
• U.S. Breast Cancer Statistics https://www.breastcancer.org/symptoms/understand_bc/statistics
• Annual Costs of Cancer Care—Cancer Prevalence and Cost of Care Projections https://costprojections.cancer.gov/annual.costs.html
• Chemo Costs in U.S. Driven Higher by Shift to Hospital Outpatient Facilities – https://khn.org/news/chemo-costs-in-u-s-driven-higher-by-shift-to-hospital-outpatient-facilities/
• GDP Per Capita · https://data.worldbank.org/indicator/SH.XPD.CHEX.PP.CD
• Health Expenditure Per Capita – https://data.worldbank.org/indicator/SH.XPD.CHEX.PC.CD
• Life Expectancy at Birth, Total (Years) – https://data.worldbank.org/indicator/SP.DYN.LE00.IN
• Breast Cancer Drug – Comparison Chart –
Breast cancer drugs on the market
Name of drug Approved for Effectiveness Cost per month
Sadkyla • All patients with beginning stages of breast cancer • Prevents tumor growth in 50% of patients for two years
• 50% of patients see no effect from drug • $3,000/month
Herjetta • Effective for 80% of patients with early to moderate stage cancer • Increases median life span by 4 months • $5,000/month
Himceptrin • Patients with the most serious forms of breast cancer • Increases median life span by 6 months • $10,000/month
Comanapracil • All patients • Prevents tumor growth in 100% of patients for two years • ??
• Use the APA format
Part 1 Determining pricing and marketing strategy for a new drug
You have been tasked with developing a pricing and marketing strategy for Comanapracil, which you will share in a 10 – 15 slide presentation with board of directors. As you undertake this task, be sure to address the following:
o U.S. Breast Cancer Statistics – (note other factors, besides the availability of substitutes that could impact price
o Annual Costs of Cancer Care—Cancer Prevalence and Cost of Care Projections (justifies estimates used by making reference to data used to inform estimates of demand)
o Chemo Costs in U.S. Driven Higher by Shift to Hospital Outpatient Facilities· (note other factors, besides the availability of substitutes that could impact price)
o Breast Cancer Drug—Comparison Chart (note other factors, besides the availability of substitutes that could impact price)
Develop and present estimates for the demand for Comanapracil and the price of the drug you think the market will bear. Be sure to include the number of customers for this drug.( note other factors, besides the availability of substitutes that could impact price
Describe where and to whom you will focus your marketing efforts. For each, detail why they are important.(Presentation includes strategies for maximizing market share for the new drug)
Explain four ways you will ensure that insurance companies pay for your drug.
Explain the elasticity of demand for a drug like Comanapracil. What factors could potentially change the elasticity of demand? (include three factors that could potentially change the elasticity of demand for a drug like the new one described in the case presented)
Assume you are able to obtain a patent and are ready to go to market immediately. (Note how the requirements for patent protection would differ in other countries. Explain the length of time for which your drug will receive patent protection, so that you are protected from competition prior to generics entering the market. Also, explain why patent protection exists in healthcare. (explain why drugs and healthcare products are covered under patent protection laws and includes a detailed reference to one or more cases involving patent protection)
Note: Your presentation should provide key concepts in the slides with a full discussion as your narrative below in the speaker notes, while using the rubric for guidance to meet expectation.
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