...The long and difficult 13-year journey to the marketplace for Pfizer's Viagra Introduction There are many stories that have emerged over the years concerning Pfizer's product Viagra. Some of these are true but many are simply fictional stories developed to try to reinforce a particular argument. One of the most common is that Viagra was the result of luck. This case study explores the long 13year journey from laboratory to the marketplace and explores some of the key challenges faced by Pfizer; most notably, project evaluation considerations, when the available market research evidence suggests a small market for the product. And product launch considerations, when impotence is such an unpopular topic that it is almost impossible for advertisers to refer to it without alienating the very con sumer base they are trying to reach. What is Viagra? Pfizer's Viagra is now part of business folklore in terms of an example of a successful new product. Viagra is now one of the most recognised brands in the world; it has become a social icon with annuel sales in excess of $1.9 billion. And it has transformed Pfizer from a mediumsized pharmaceutical firm into the world's leader. Yet, Viagra was almost dismissed during clinical trials as interesting, but not clinically or financially significant. It is true Viagra was something of ...
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...------------------------------------------------- STRATEGIC PRICING PROPOSAL TO COUNTER GENERIC SILDENAFIL We, the Viagra Senior Marketing Managers, are proposing the post-patent expiration Strategic Pricing Plan to the Pfizer Executive Leadership Team for presentation at the next quarterly meeting. Viagra has been very successful since its approval in March 1998 as a first in class erectile dysfunction (ED) medication. We achieved gross revenue of $1.9 billion last year despite competition from the two other branded drugs in our market, Cialis and Levitra. As we look to the future and our patent expiration in 2020, we need to plan to face our generic competition. The goal for the Viagra post-patent expiration Strategic Pricing Plan is to maximize profit as long as possible. This report will provide an overview of our past and current state, and arrive at our proposed pricing strategy plan in which we will achieve the best outcome. ZOLOFT (ANTI-DEPRESSION DRUG) CASE EXAMPLE: PRICE ELASTICITY OF DEMAND In our efforts to predict what will happen to Viagra once our patent expires, we reviewed another Pfizer’s drug, Zoloft, as a case example. Zoloft was the leading antidepressant drug that brought in $3.3 billion in sales before its patent expired on June 30, 2006. It faced branded competition from Effexor XR from Wyeth, Paxil and Welbutrin XL from GlaxoSmithKline, and Cymbalta from Eli Lilly & Co. The demand for Zoloft was inelastic before patent expiration which...
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...* Situation Analysis * Lilly ICOS LLC * Lilly’s innovative strategy on producing “life-qualitiy drugs” and meeting economic target of $500 million in annual sales, ICOS aim of recognition in pharmaceutical industry and their new drug advantages over competitors constituted the starting point of this marketing plan. * Viagra and Levitra * Cialis’ main competitor, Viagra, presents lower benefits and effectiveness in medical terms. However, Viagra possess a powerful characteristic, first-mover advantage. Their huge and increasing investment on R&D resources along with their accurate marketing efforts as well as their focus on sales force constitute their success ($1.5 Billion on annual sales), specifically in the U.S. market. * On the other hand, Levitra, the second competitor, showed good performance on diabetics ED patients. In contrast to their poor presence in US market and small sales force world-wide (1200 sales representative). * ED Market * The demographic data yielded that ED treatment market prevails among males suffering dysfunction in their pre and maturity age (40 to 65 years or over), married or living together (73-80%), presenting a sexual partner (85-92%), and with lower yearly income (<25K) (except for USA). * During seek of treatment process two main barriers were found: embarrassment, commonly among youngest respondents and optimistic reaction about future of their condition. Also partners hugely influence ED patients to...
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...advertisement 24.com Home Blogs Albums Classifieds 24.com sites Make Health24.com your homepage Subscribe to our newsletters Win! 24games Ancestry24 Jobs Channel24 Fin24 Food24 GoTravel24 Health24 Kalahari.com Mobile News24 Nuus24 Parent24 Property24 Sport24 Weather24 Wheels24 Women24 Ask the Sexologist Too shy to ask a question? Check out what others have asked. Fatty foods soothe feelings New research suggests that fatty foods do more than satisfy our stomachs. Top of Form Bottom of Form - R100k appliances - Biogen Hampers - A month’s healthy food Health News Latest News Special Reports Columnists Events Experts Profmed Press Office: Selfmed Press Office: Momentum Health Press Office: Medihelp Conditions A-Z Acne ADHD Allergies Alzheimer's Anxiety Arthritis Asthma Backache Breast Health Cancer Cervical Cancer Cholesterol COPD Cough Depression Diabetes Digestive Health Epilepsy Erectile Dysfunction Eye Health Feet Flu & Colds Headache & Migraine Hearing Problems Heart Health Heartburn HIV/Aids Hypertension Leg health Menopause Menstruation Oral health Osteoporosis Pain PMS Prostate Sinusitis Sleep Problems STI Stress Stroke See all Conditions Your Body Hair loss for men Hair loss for women Anaemia Anaemia and diet Athlete's foot Bedwetting Burns Cellulite Cold sores Colic Constipation Cough Cuts &...
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...torsemide 3. Bumex, bumetanidePotassium Sparing Agents 1. Dyrenium, 2. Midamor, amilorideCombination Poatssium Sparing and Thiazide Diuretics 1. Dyazide or Diazide 2. Maxzide, hydrochlorothiazide and triamtereneOsmotic Agents 1. Osmitrol, mannitol 2. Glycolax, polyethylene glycol 3350Uricosuric Agents 1. Probenecid 2. Enturan, sulfinpyrazoneAntigout Medication 1. Zyloprim, allopurinolAntispasmodic 1. Levsin/SL, yyoscyamine 2. Pamine, methscopolamine 3. Donnatal, belladonna alkaloids/phenobarbitalAnalgesic 1. Pyridium, phenazopyridineCholinergic 1. Ampyra, dalfampridineBPH TreatmentAntiandrogen 1. Tagamet, cimetidine 2. Casodex, bicalutamide 3. Eulexin, flutamide, Alpha Blockers 1. Revatio, sildenafil 2. Levitra, vardenafil 3. Mavik, trandolapril | Bendroflumethiazide is a thiazide diuretic. It works by helping the kidneys eliminate fluid from the body. Exactly how Bendroflumethiazide works to treat high blood pressure is unknown.Chlorothiazide is a thiazide diuretic. It works by helping the kidneys eliminate fluid from your body. Exactly how Chlorothiazide works to treat high blood pressure is unknown.Edecrin is a loop diuretic. It works by making the kidneys eliminate larger amounts of electrolytes (especially sodium and potassium salts) and water than normal (diuretic effect). It is useful for treating many conditions in which salt and water retention (eg, edema, swelling) is a problem.Demadex is a loop diuretic. It works by making the kidney...
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...entrant, Levritra from Bayer. Viagra is already known worldwide and Pfizer has been maintaining big marketing campaigns to increase barriers to entry. But the product has also suffered as the first going to market after the FDA received reports about deaths of patients taking Viagra. The company has already proved this information to be wrong but it is still a topic remembered by customers in the market. Also, younger customers are embarrassed of talking about the product and their problems representing a lost opportunity for the company. Viagra has a very clear positioning in treating the erection dysfunction, lasting from 3 to 5 hours only leading most of the partners to also fell uncomfortable with the situation of having a time frame. Levitra has a very similar functioning as Viagra but it will probably go for a niche market and focus on the diabetic men, considered the hard to treat segment...
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...Cialis case study * What r the most relevant dimensions along which to segment the patient market for ED market? * Demographic dimensions - Age (60+ and 50-59 groups), Employment (full time and Retired), Marital status (married or living together), have sexual partner, yearly income (low for Europe and medium & high for US), education (post graduate in US and primary & secondary in europe) * Viagra dropouts – people who discontinued to using Viagra. By end of 2001, 6 to 7 million Viagra dropouts compared to 3 million Viagra current users, which indicates a fertile market for cialis as a substitution to Viagra. Also Table B shows high willingness to try it across countries. * Compared to Viagra it provides more values like faster onset time, longer duration of effect, no side effects like in case of Viagra and lack of interaction with high-fat meals. (exhibit 10) * Comorbidities associated with ED * To whom it should be targeted for marketing: * Doctor - As cialis is a prescription drug. Also Urologists and family doctors (exhibit 7a) * Patient - As it is a “quality-of-life” drug, doctor alone will not ensure success. Also, patient awareness about ED is also important. (exhibit 7b) * Partner of ED patient – as partner’s impact is high in perception (perceive the ED problem) and evaluation (intend to refill prescription) phases of HCTM. (exhibit 7b) * Print media (exhibit 7b) * Drugstore (exhibits...
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...Pfizer Pharmaceuticals Submitted By: Latrell Jackson December 16, 2013 Submitted To: Dr. Diane Hamilton BA 530 Pfizer Pfizer develops and produces medicines and vaccines for a wide range of conditions including in the areas of immunology and inflammation, oncology, cardiovascular and metabolic diseases, neuroscience and pain. Pfizer's products include Lipitor (atorvastatin, used to lower LDL blood cholesterol); Lyrica (pregabalin, for neuropathic pain/fibromyalgia); Diflucan (fluconazole, an oral antifungal medication); Zithromax (azithromycin, an antibiotic); Viagra (sildenafil, for erectile dysfunction); and Celebrex/Celebra (celecoxib, an anti-inflammatory drug) (Pfizer, 2010). Pfizer is made up of three main divisions; pharmaceutical, animal health, and research & development divisions. This paper will focus on the pharmaceutical division, with the emphasis on Viagra, which markets prescription and over the counter medications (Pfizer, 2010). Pfizer’s Pharmaceuticals segment includes its human pharmaceuticals and animal health businesses, as well as Capsugel, a producer of two-piece capsules used in manufacturing prescription and over-the-counter pharmaceuticals and nutritional supplements (Pfizer, 2010). Most of the company’s human pharmaceutical revenues come from products in three major therapeutic classes: cardiovascular diseases, infectious diseases, and central nervous system disorders. The company also has products for the treatment of diabetes, erectile...
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...Erectile Dysfunction Obinna Nwaudo Baltimore City Community College Professor E.B.Iweha BIO 112 April 9,2016. NAME OF DISEASE. Erectile dysfunction is a disease condition characterized by the inability of an adult male to develop or maintain an erection of the penis that is strong enough for sexual intercourse. This condition is also known as impotence. Erectile dysfunction affects an estimated 18 million men in the US alone. Achieving and sustaining erection is difficult for patients suffering from this disease. HISTRORY OF ERECTILE DYSFUNCTION. Erectile dysfunction has been affecting men since the ancient times, during the 16th and 17th century in France, impotence was considered a crime and a legal ground for divorce and the courts were allowed to “inspect” the complainants, a practice that was later abolished in 1677. In the early 1920 John Brinkley started to cure impotency in the US with goat glands implants and injections. The most significant advance in therapy for erectile dysfunction was made by a British physician Giles Brindley, who used a non specific vasodilator called Papaverine to induce erection in impotent men. Giles Brindely’s drug laid the foundation for the later development of specific, safe and effective therapies like Viagra. DESCRIPTION OF THE DISEASE. Individuals suffering from erectile dysfunction are unable to develop and sustain an erection, this inability to keep erection can be as a result of physiological or psychological reasons...
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...Graydon Schunkewitz Professor Latourette April 15, 2014 Pharmaceutical Industry Pharmaceutical needs have been a part of everyday human life ever since we have walked on this Earth. It is a need that is demanded each and every day by different people, for various medical conditions. It is incredible how the medicine today differs from the ones back then, including the way it was advertised and the process of it being made. In the nineteenth century, pharmaceutical companies used marketing tools through advertisements directly from the consumer to producer, usually through newspaper ads. Originating in England, patented medicines made their way across to America in the 18th century. A lot of the times these medicines contained morphine, opium, or cocaine and were advertised towards infants and children. The legalities of this marketing were not fully regulated at the time as consumers did not understand the risks in taking certain medicines. The unregulated market finally began to be controlled towards the middle of the century in order to force companies to both make medicines that will actually help the patients taking it and regulate the advertising that comes with it. Last, the comparison of marketing medicines back then is slightly different than the marketing these days. Over 200 years, as a country, we have been able to regulate these medicines with the best interest of the customers in mind. The modes of advertising were mainly from the producer right to...
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...Environment Environment movements are real threats for Pharmaceutical industry as these movements focus on green environments and reduce chemicals and carbon which comes from pharmaceutical industries. It is not being possible to ignore these issues as they are supposed to be practiced under United Nation charter for clean and better environment. For example Pfizer is a well reputed British Pharmaceutical company which has aims to save the environment as much as possible from chemicals, waste water which includes active pharmaceutical ingredients mixture of different compounds and carbon which comes from their pharmaceutical industries. Different strategies could be used to reduce carbon and chemical waste from drugs for human environment, like proper consumption ,good way of savages for hospitals waste water like advance waste water treatment technology, private house hold expire drugs, training and education of medical professionals to reduce over prescription, and public education and awareness. These strategies could be help full for save green house environment from drugs. In conclusion if we do focus on three principal strategies to reduce the input of chemicals compounds, carbon, and waste water in to the environment are substitution of complex chemical compounds, advance technical approach, and proper education and training of doctors, retailers and consumers. (Klaus Kümmerer, 2009) Social The social life, physical activities and level of health of a community affects...
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...The Marketing Strategy for Cialis’ Launch Target Market: Before selecting a target market for Cialis’ launch, Lilly ICOS needs to determine whether to market the product to mainstream or a niche market. Currently, Viagra is the only ED treatment drug in the market and 9 million men have used the drug. Pfizer has spent $108 million on advertising in 2000 and the product is generating over $1 billion in sales each year. These facts show that as a first-to-market drug, Viagra is marketed to all the ED patients and successfully established brand dominance in the industry. Moreover, physicians are generally content with Viagra and are not easily willing to switch prescriptions. Full-out marketing to the mainstream would be present more risk than return for Lilly ICOS. Therefore, it would be best for Cialis to focusing specifically on a niche group of patients and monitor how physicians and patents respond to Cialis after its new introduction in order to determine whether to go broad later on. There are many different possible segmentation options, such as age, education, annual income, marital states, income, and habits used to treat ED. In terms of age, men of age 40 and up show lower percentage of not willing to take drugs for ED condition. Men in this age group could also more easily afford treatments and are less likely to be waiting for the condition to go away. As of educations and annual income, patients in the United States are most educated therefore potentially more...
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...Homo erectus were very successful in creating cultural technologies that allowed them to adapt to new environmental opportunities. They were true pioneers in developing human culture and in expanding their geographic range beyond Africa to populate tropical and subtropical zones elsewhere in the Old World. This territorial expansion most likely began around 1.8-1.7 million years ago, coinciding with progressively cooler global temperatures. Surprisingly, however, Homo erectus remained little changed anatomically until about 800,000 years ago. After that time, there apparently were evolutionary developments in features of the head that would become characteristic of modern humans. By half a million years ago, some Homo erectus were able to move into the seasonally cold temperate zones of Asia and Europe. This migration was made possible by greater intelligence and new cultural technologies, probably including better hunting skills and the ability to create fire. Map of the likely Ultimate Range of Homo erectus with the Lake Turkana Region of East Africa highlighted Evolutionary Relationships The earliest Homo erectus were contemporaries of the late Homo habilis in East Africa for several hundred thousand years. This suggests that the immediate ancestor of Homo erectus was an early Homo habilis or possibly another yet to be discovered species of early humans. Homo erectus was a very successful human species, lasting at least 1.5 million years, though their numbers...
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...How does the sexual content found in current media affect people of varying age groups? Introduction Technology has taken a dramatic turn in advancement in the last decade, along with the way we communicate and share information with each other, and has made it easier through the media. What is media? According to Wikipedia, "Media are the storage and transmission channels or tools used to store and deliver information or data. It is often referred to as synonymous with mass media or news media, but may refer to a single medium used to communicate any data for any purpose". We can confidently then say that media takes the form of TV, radio, the internet, cell phones, motion pictures, billboards, newspapers and books. This betterment of media has come with some merits and demerits as far as how it affects us. This paper looks at how the erotic materials media throws at us has affected, and is still affecting us, negatively. Let's start with our children and how the media has managed to take away their innocence by arousing their sexual desires. "Children begin to experiment with sex as they enter their teens” (as cited in Weiten and McCann, p 403) and at that age are vulnerable to whatever sexual contents they watch or hear. We all learn by observing someone act a certain way over and over. It is the power of observational learning that makes television such an influential determinant of behaviour (as cited in Weiten and McCann, p 254). Most of children, especially in...
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...PROBLEM STATEMENT:- Develop a complete marketing strategy for Cialis identifying the target market and a way to position it against competition. SITUATIONAL ANALYSIS:- Cialis’s major competitor is Viagra, an established market leader. Not only had Viagra been generating over $ 1 billion in sales annually for 3 consecutive years but also it also enjoyed the highest brand recognition. Viagra has settled in its product life cycle and now doctors revealed a certain degree of contentment with Viagra. Also Pfizer is a big pharmaceutical player who can spend more on R&D, marketing and advertisements. So to compete with them on that front is not a good option. So, during marketing, company must focus on better values provided by Cialis. Levitra provides less threat as its segment is target to diabetic patients with ED and also it has tied up with GlaxoSmithKline for US market. COMPETITIVE ADVANTAGES OVER VIAGRA: The competitive edge that Cialis has is, it is a superior product than Viagra in following ways: * It is a safer method as it has very few side effects as compared to Viagra, i.e. no visual irregularities etc. * More efficient, lasts up to 36 hours, so the spouse doesn’t feel they have to have sex after the pill is taken. Hence a bigger window of opportunity * Faster onset time and absorption not affected by food intake. * Have already learned from Viagra’s mistakes, i.e. the knowledge that it cannot be used with nitrates without any fatalities could...
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