... or about the meaning of a word or phrase that you are not sure about, note your assumption explicitly in your answer. A note of caution– while this case study may seem similar to the Zantac case, you should not assume that what was appropriate in that case is necessarily true here. Questions 1. What were the risks associated with the three specific actions (see p. 4) Warner-Lambert had taken during the development of Lipitor? Why did it take these actions? (10 points) 2. Do a SWOT (strength-weakness-opportunity-threat) analysis of Lipitor and Warner-Lambert (prior to the partnership with Pfizer). Also indicate what you think are the main challenges Lipitor’s marketing strategy should address (List no more than 3 challenges). (25 points) 3. Why did Warner-Lambert/Pfizer team up with the American Heart Association for the pre-launch advertising campaign even though it could not promote its brand name? (10 points) 4. What challenges are Warner-Lambert/Pfizer trying to overcome with the launch strategy they chose for Lipitor? (In your answer make sure you indicate: a. how Lipitor’s positioning for different targets and marketing mix decisions might overcome these challenges, and b. whether they are actually overcoming these challenges) (25 points) 5. How would you respond to...
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...Chai during the 1960 the doctors were still getting the idea of what was the meaning of heart disease. They had no idea what caused it or how to treat it. Heart disease is the main cause of death between men and women. More than 600,000 million Americans die annually by heart disease. According to Centers for Disease Control and Preventions this represents almost 25% of all U.S deaths. Lipitor is a prescription drug that reduces the risk of chest pain, stroke, heart attack, or certain heart and blood vessel problems. This advertisement for Lipitor portrays the sense of authority, credibility and reasoning. Credibility describe the ad...
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...Reading and Interpreting Drug Labels: Lipitor and Accutane Lipitor: The actual name of the drug is “atorvastatin”. The name suggests that it is a “statin”, which is a type of medication which blocks an enzyme in the liver, preventing it from creating cholesterol, in order to lower the cholesterol level in the body (Pfizer, 2010). By lowering the cholesterol, atorvastatin helps to prevent heart disease, heart attack, stroke and vascular disease by preventing the hardening of the arteries (EMedicine Health, 2010). Along with proper diet and exercise, Lipitor is proven to lower bad cholesterol by 39-60% (Pfizer, 2010). Certain things such as alcohol and grapefruit should be avoided while taking Lipitor to avoid disruption of the drugs designated duties. Accutane: This drug is Vitamin metabolite class as first generation of retinoid (Isotretinoin, 2007). Its main mechanism is to inhibit sebaceous gland differentiation and decrease sebaceous gland size. The main indication for administrating this medication is mainly treat severe nodular acne, reduces the amount of oil released by the oil glands in your skin and helps your skin renew itself quickly (Isotertinoin, 2007). It is usually given after other acne medicines or antibiotics have been taken without beneficial results. According to the nursing drug guide, Isotretinoin can cause side effects so before one begins taking it one should discuss with a doctor how severe the condition is. The main adverse effect and side effects...
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...wording and ideas back to the say-it sentence. Edit your papers to ensure that this organizational alignment happens and be more specific with your sources than this writer was. More comment about the source appears below. Alex _______ Assignment #3: Research Report November 15, 2012 Attempting to establish an internship with Pfizer Inc at this point in time is not in the best interest of Daniel University or its students. The first reason that makes Pfizer Inc. a less than ideal match for Daniel University's internship program is its history of ethical misconduct, especially bribery. In addition, the loss of market exclusivity of Lipitor has resulted in a sharp decline in sales as cheaper generic options have cut into Pfizer's market share. Finally, the decline in sales as a result of the loss of market exclusivity on drugs such as Lipitor has forced Pfizer Inc to resort to drastic cost cutting measures, which may hamper the company's growth potential in the long run and leave post-internship employment prospects for Daniel University students bleak. History of Ethical Misconduct Pfizer Inc has a history of ethical misconduct which heavily incorporates bribery of foreign officials and physicians. Kara Brockmeyer, chief of the division of the S.E.C. that enforces the Foreign Corrupt Practices Act (FCPA) has been quoted stating that, “Pfizer subsidiaries in several countries had bribery so entwined in their sales culture that they offered points and bonus programs to...
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... I believe all of us know Lipitor and now taking it frequently, here are news about Lipitor and I know you would like to hear. Pfizer’s Lipitor was so nice that we choose to take before. The company made every efforts to brand its Lipitor and we know it is really good to use. Now the most important thing is, the Lipitor will move from a lower price to a higher price while we cannot do anything about that since the decision was made by the Pharmacy and Therapeutics Advisory Committee. But-- We have a new choice—the generic lipid regulator. Don’t worry it is not a fake drug, just because of the patents expiration, drag companies other than Pfizer can produce generic versions. You may heard that the generic prescriptions increased every year quickly, for example, nearly 6% in 2009 and covered 75% of all prescriptions written in the U.S. The generic versions are safe and mature enough. I know you guys may not care about the money but just the result, or just habit to take Lipitor. The clinical trials established that they were as safe and as effective as brand name drugs such as Lipitor. Why we need to know this? It’s the time to switch. You know GHCM used a three-tier system for co-pays depends on the plan and prescription. Raising of the co-pay (to tier3 which is 100% higher than tier1) is made for Lipitor due to Lipitor’s price changing. It’s the time to make a better choice. Below are lists of the generic substitutes for Lipitor that all belong to Tier1. You...
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...using Lipitor as an example. What is market Segmentation? Segmentation is a process of processing a large homogenous market into clearly defined identifiable segments with a main aim of designing a marketing mix to match target customers expectations. The basic factors that affect market segmentation are: [1] a) Clear identification of segment b) Determining the effective size of segment c) Promotion of the product to segments d) Using appropriate policies and resources of firm There are few main basic strategies that influence pharmaceutical customer segmentation. They are: a) Demographic ( age, income, sex etc) b) Socio-economic ( social class, stage in family life cycle) c) Geographic factors d) Psychological factors (lifestyle, personality traits) Other factors include perceptual, brand loyalty patterns and medical condition. [2] Segmentation of market is one of the crucial elements of marketing strategy. Criteria depend mainly on nature of market, therefore creating a problem in deciding the actual method. Maslow hierarchy of needs also explains about satisfying the customer needs in a vertical arranged pyramid with primary psychological needs at the bottom step and with self-actualization needs at highest step with safety needs, belonging needs and esteem needs as intermediate steps in the hierarchy. For my research, I have chosen Pfizer and will explain its segmentation process using Lipitor as an...
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...producing cheaper, alternative drugs. In an article written by Marian Wang, she discusses a particular case in which Pfizer makes “…a deal with certain pharmacy benefit managers … to block generic versions of Lipitor.”(Wang, Pfizer’s Latest Twist on ‘Pay for Delay’) There are a few ethical issues with this: one, the rival companies are infringing on patent laws, two, larger pharmaceutical companies are trying to create as much profit for their company until their patent runs out, and three, Americans in need of the drug are forced to pay higher prices for their drugs. The latter two issues go hand in hand with one another. Patents are used to protect a company’s invention and gives the company exclusive rights to sell that invention. In this case the invention is a drug. But, in the drug business, companies can get a hold of a drug and break down the chemical components making it easy to duplicate. It is not right for competitive companies to be able to easily break down a drug when all the hard work has been done by another and profit. Just because there have been minor adjustments with the chemical structure of the drug gives the rival company the right to market and sell their product. At the same time doesn’t having the exclusive right to an invention like Lipitor create a monopoly for Pfizer? That is what a patent does, it gives the inventor the sole right to sell the product without interference from competitors until either the patent expires, or becomes obsolete...
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...Lipitor and iPhone 4s: Setting the Stage for Industry Disruption - Christopher Bowe - ... Page 1 of 2 HBR Blog Network Lipitor and iPhone 4s: Setting the Stage for Industry Disruption by Christopher Bowe | 12:55 PM December 20, 2011 The two biggest product stories of 2011 were arguably Lipitor and the iPhone 4S. Although the two stories could not appear to differ more, both offer business leaders strategic lessons that are intriguingly similar. The Lipitor story seems to be about a managed end: the highly anticipated demise (due to the expiration of its patent last Nov. 30) of a blockbuster prescription drug. The iPhone 4S's story seems to be about a new beginning: the highly anticipated launch of the latest version of a blockbuster consumer-technology product. But they have fundamentally more in common than meets the eye. Both Pfizer and Apple use life-cycle management to explore a new way to drive the business and business model forward. In both instances, the lifecycle management innovation involves using disintermediation to change how the customer interacts with the product. And both teach lessons that apply across many industries. Lipitor's Long Good-bye Throughout its history, Pfizer's biggest product and the biggest-selling branded drug in pharmaceutical industry history, has delivered some confounding strategic lessons (http://blogs.hbr.org/cs/2011/11/say_farewell_to_lipitor_but_do.html) . With Lipitor's annual global sales still approaching $10 billion and new...
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...Drug Study Atorvastatin(lipitor) fourty mg one tablet once a day at HS eight pm DRUG CLASS AND MECHANISM: Atorvastatin is an oral drug that lowers the level of cholesterol in the blood. It belongs to a class of drugs referred to as statins, which includes lovastatin (Mevacor), simvastatin, (Zocor), fluvastatin (Lescol), and pravastatin (Pravachol) and rosuvastatin (Crestor). All statins, including atorvastatin, prevent the production of cholesterol in the liver by blocking HMG-CoA reductase, an enzyme that makes cholesterol. Statins reduce total cholesterol as well as LDL cholesterol in blood. LDL cholesterol is believed to be the "bad" cholesterol that is primarily responsible for the development of coronary artery disease. Reducing LDL cholesterol levels retards progression and may even reverse coronary artery disease. Atorvastatin also raises the concentrations of HDL ("good") cholesterol that protects against coronary artery disease and reduces the concentration of triglycerides in the blood. Indications Reduce risk of stroke & heart attack in type 2 diabetes patients without evidence of heart disease but with other risk CV factors Reduce risk of stroke, heart attack and revascularizations procedures in patients without evidence of coronary heart disease (CHD) but with multiple risk factors other than diabetes (eg, smoking, HTN, low HDL-C, family history of early CHD) Patients with CHD to reduce risks of MI, stroke, revascularization procedures, hospitalization...
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...on the nature of the drug and the scope of the clinical trials process. In order to encourage companies to engage in innovation, companies are given lengthy patent protection for their drugs upon receiving regulatory approval. This allows them to control rates so that they may recover the development cost. A product brought to market is often highly lucrative, so success in the industry depends largely on the firm’s ability to bring product to market and capitalize on the monopoly rates. Pfizer is the world’s largest pharmaceutical firm, with annual sales near $50 billion. After the sale of its consumer health-care division to J&J, prescription drugs now account for more than 90% of sales. Top sellers include cholesterol-lowering Lipitor, Celebrex for arthritis, Viagra for impotence, and Lyrica for epilepsy and some types of neuropathic pain. Recently approved drugs with blockbuster potential include oncology drug Sutent and Chantix for smoking cessation. As most pharmaceutical companies’ in the market, in this type of business it is not simple since there is a lot of research and the development of new drugs in regular basis. Most stocks in the drugs industry have seen steadily growing revenue and earnings over the past three years, in which Pfizer has been declining revenue growth. In regards of stock dividend yield, Pfizer pays more dividends than most of the other companies in the industry. Therefore, since this company pays higher dividend yields and has grown for...
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...demand for drugs that no longer have patent protection. An example of a prescription drug that recently lost its patent is Lipitor. It is a cholesterol-lowering drug. It has been a top selling drug for several years, totaling over seven billion dollars in sales in the US and a combined total of over ten billion dollars worldwide in 2010. Lipitor’s patent expired on November 30, 2011 making the drug available to be manufactured as a generic drug, therefore increasing affordability to consumers. Until May 2012, Ranbaxy had the sole rights for creating Lipitor’s generic form after the patent expired; after that, it was made available to other drug companies. Pfizer continued to market Lipitor after its patent expired and had spent over eighty seven million dollars in marketing, to generate three hundred eighty three million dollars in the first quarter of 2012. Market power shifted from Pfizer to other drug manufacturers with the expiration of the patent (Hughes, 2012). When a brand name prescription drug such as Lipitor is developed with a patent protection, it is essentially an inelastic demand meaning it was only produced by one manufacturer. It continued to be an inelastic demand due to the effect of this drug in lowering people’s cholesterol. Consumers who needed a drug to control their cholesterol had to go to Pfizer to get Lipitor. Since Lipitor continued to have its patent...
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...products and services before competitors in order to expand market share and increase revenue. * Innovative Culture * A company with an innovative culture continuously produces new and inventive products. An innovative culture can boost a companies brand value, because consumers associate the company with the latest products. Besides the brand boost, new products can help a company stay competitive in a tough market. If a company has the best product in a segment, they are likely to gain market share in that segment. * Other points to consider: * Lipitor is the first choice of drug for treatment of high cholesterol. * Lipid regulator market will continue to generate high revenues. * Pfizer, leading pharmaceutical company, most profitable * Pfizer has well respected name all over the world and has some of the top research, advertising, financial and marketing talent * Lipitor recommended by American hearth association. * High Cholesterol, which is a common problem across the globe is only likely to increase with rapidly aging population specially in the US and rise in obesity levels. Weaknesses * Co-marketing agreement for pfizer: * Co-marketing agreements can...
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... She was admitted to the telemetry unit. EKG and enzymes ruled her in for a myocardial infarction and she successfully completed a catheterization and angioplasty. Her past medical history was significant only for hypertension for 10 years which was managed with HCTZ 25 mg daily. She is slightly overweight, and reports that she does not have time to exercise regularly, as she commutes over 1 hour each way to her secretarial job daily. Her meals are irregular, and often consist of convenience foods. Prior to her discharge home, her physician informed her she is now a type II diabetic and has coronary artery disease which he has added three medications to her medication regime including Metformin 250mg two times per day, atorvastatin (Lipitor) 10mg daily, enalopril (Vasotec) 10mg daily. The addition of Metformin 250mg two times per day was added due to her newly diagnosed type II diabetes. Metformin is an oral diabetic medication that is used for type II diabetes and can be used with or without the use of insulin to aide in...
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...Case Study: Pfizer Inc. Pharmaceutical Industry: Structure and Government Regulations Fairleigh Dickinson University- College at Florham Shivanshu Kharia 9/29/2013 Foundation: Pfizer is one of the world’s largest pharmaceutical companies by revenues, established in 1849, headquartered in New york, U.S.A. Pfizer started as a manufacturer of fine chemicals such as camphor, iodine, borax, citric acid and cream of tartar. The development of deep tank fermentation technique increased the production rate of citric acid by five fold and unlocked secrets to mass production of penicillin to meet high demand of this antibiotic during World War II. Further development of the fermentation techniques helped in reduction of cost of penicillin, which in turn aroused a need to research a new product with greater profit potential. Although citric acid became main product and launching pad of its growth in decades to follow, it was the discovery of Teramycin in 1950 that opened the doors to research based pharmaceutical company and a leading manufacturer of vitamins. Pfizer’s portfolio includes a wide array of medicines and vaccines for a wide range of conditions including areas of oncology, cardiovascular and metabolic diseases, immunology and inflammation, neuroscience and pain. Pfizer “A pioneering spirit on the frontier of medicine” continues to focus on applying science and global resources to improve health and well-being at every stage of life. ...
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...Pfizer – Wyeth Acquisition Abstract The board of Pfizer, the world’s largest drug maker, has agreed to acquire a long-time rival, Wyeth, for $68 billion. The Pfizer-Wyeth merger will create a prescription pharmaceutical company of extraordinary scale. Despite long-term patent and marketing challenges, most industry observers believe Pfizer has little choice but to engage in some type of major acquisition, especially given the recent loss of income on Lipitor. Pfizer needs to reassure its investors that it can get back on track. With having to freeze its dividends, hundreds of layoffs, and stock prices falling, it is imperative to convince the stakeholders that Pfizer will come out of this economic dilemma on top. The acquisition with Wyeth will reduce Pfizer’s negative sales outlook; however, there is only one route to delivering profit growth to investors, and that is by buying growth and cutting costs. Pfizer has announced that it expects to create savings of $4 billion by the third year after closing the acquisition. This is in part due to the 15% reduction in Pfizer-Wyeth’s combined workforce. After the merger, Pfizer will operate through a patient-centric business units in two major areas, biopharmaceuticals and diversified businesses. Its biopharmaceutical business units are emerging markets Where as Pfizer currently has one of the largest sales forces in the industry, Wyeth’s antibiotics and specialty drugs will not require a lot of marketing to consumers...
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