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Health, Medicine, Nursing
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English (U.S.)
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Launching a Cancer Drug: Comanapracil

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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.
QUESTION.
Create a brief draft for a slide presentation that reflects the pricing and marketing strategy for Comanapracil which you will present to the board of directors. Your draft should detail the following and include speaker’s notes on each slide:
- Demand estimates for Comanapracil
- Drug price the market will bear
- Where and to whom to focus market efforts
- How to ensure insurance payment for the drug
- Elasticity of demand and the potential factors that could change elasticity of demand
- Length of time needed for patent protection against competitors prior to generics entering the market and why patent protection exists in healthcare

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Scenario Case Study
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Slide 1: Demand Estimates for Comanapracil
Speaker's Notes
Clinical trial results for the comanapracicil have shown significant efficacy in controlling breast cancer progression without major side effects to the patients. The market research conducted on the same indicates a high level of demand for cancer treatments. Since cancer I a scourge affecting millions of individuals worldwide, the possibility of Comanapracil being in high demand in the future is high. Therefore, there is a need to explore and assesss the competitors in the market, patient demographics and other factors that may impact the demand for the drug. From a research standpoint and relying on the provided data, there is a projected increase in demand of the comanapracil drug across the globe due to eh rising cases of cancer.
Slide 2: Drug Price the Market Will Bear
* Competitor pricing is taken into consideration
* A value based pricing approach is applicable in this case
* The set price is proportional to patients’ willingness to pay for the drug
* The objective of the pricing strategy is to maximize profit while reaching more patients.
Speaker's Notes:
A thorough cost benefit analysis on the 2 year effectiveness and potential pricing of the drug was conducted. In the process, a comparison of pricing for the drug and other treatments by competitors in the market was taken into account. In relation to the arguments identified, a value based approach will be employed which will be a reflection of he benefits of the drug as well as patients ability to purchase it. Further, the pricing strategy employed for this drug not only aims at creating profits but also in ensuring that patients adequately access it in the market.
Slide 3: Market Focus and Target Audience
* Target markets include hospitals, oncology centers where cancer patients are available.
* Creating relationships with professionals in cancer treatment is fundamental
* Partnering with patient suppo...
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