• Safety defines as the relative matter of freedom from risks and hazards in any environment.
Case Analysis: Propecia Group 10 Ataul Karim (P16005), Justin Fernandez (P16018), Sahil Jain (P16022), Rishi Kharbanda(P16028), aina! Pradhan(P160"2)
Background Consumer: The market for Propecia formed consumers who were suffering from MPHL (Male Pattern Hair Loss). MPHL was prevalent in 30!0 million "merican men. #thnicit$ was also a factor for having MPHL or not% with &0' of aucasian aucasian men under the age of &0 eperiencin eperiencing g MPHL. onsideri onsidering ng 3& million men suffering from MPHL% *3.! million considered it to +e a pro+lem out of which ,,.- million considered it to a future pro+lem. Company: Merck o. /nc. was founded in ,1 +$ Heinrich #manuel Merck as a small famil$ +usiness in ,1% since then it has grown +$ leaps and strides. Merck currentl$ is the largest pharmaceutical compan$ emplo$ing -0%000 people worldwide. /n ,22- Merck was epecting a net revenue grossing *3 +illion% out of which twothird was reali4ed from human drug therapies.0 Competitors: Merck was contemplating to launch Propecia in 5anuar$ ,221 which was targeting the large hair loss market of a+out ,.& +illion% ma6or indirect competitor for the product included Hair 7eplacement 8urger$% Mechanical 8olution. The direct competition in pharmaceutical products came from 7ogaine (minoidil) a product from 9p6ohn is a Topical Topical intervention. ,
application on for Propecia Propecia was filed in ,22 and Merck is epecting epecting to launch Context: The new drug applicati Propecia to take place in 5anuar$ ,221% Merck also was planning to launch products for the categor$ includ including ing asthm asthma% a% migrai migraines nes%% acute acute corona coronar$ r$ s$ndr s$ndrom omee and glauco glaucoma ma in the $ear $ear ,22 ,221. 1. Propec Propecia ia represented a ma6or +reakthrough in the treatment of MPHL. /n clinical trial Propecia proved 13' effective in clinical studies for its a+ilit$ to maintain current hair levels% it also has caused hair regrowth in twothirds of men. Decision Statement
>hat t$pe of advertising with what t$pe of message should Mr. asola run after the launch of Propecia so that it should conve$ to potential consumers properl$? 8hould the compan$ invest mone$ to market to dermatologists or should go to @T advertising? Alternatives and its Evaluation Alternatives Help seeking seeking ads
Positive Aspect egative Aspect • " help help seeking seeking add asking asking custom customers ers to ask • /t is an un+randed advertisement ustom omeers migh mightt thin think k mist mistaakenl kenl$ $ their ph$sician ph$siciansAder sAdermatolog matologist ist for a pill to • ust
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to
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that that
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addre address ss hair hair loss loss conditi condition on would would create create advertisement is for 7ogaine. +rand Propecia is the onl$ product which comes in a pill to address the hair fall issue The potential market for Propecia is almost half The health insurance plans do not cover the cost for
1 Prepared from Cross Referencing Exhibit-1 and Exhibit 8
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onsumer advertisemen t Market to dermatologist
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the male population so reaching out to them through advertisement would create product awareness. @ermatologists are more likel$ to see patients who who are are conc concer erne ned d a+ou a+outt hair hair loss loss so dermat dermatolog ologists ists could could sug sugge gest st Propec Propecia ia to them
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medication for hair loss. B@" norms and regulations for advertisements to +e complaint to. 8ales representatives needs to +e trained as Merck has never marketed an$ product for dermatologist 8ales representatives would get onl$ few minutes to conve$ the message of Propecia.
!ecommended Action
The compan$ should advertise through helpseeking ads and doctors and dermatologists pla$ a vital role in reaching Propecia;s target consumer. Propecia can +e counted as a product for men suffering from MPHL. Merck needs dermatologist to +e supporter of Propecia% as dermatologists are more likel$ to feel comforta+le talking a+out hair loss with their patients. Propecia also has risks and side effects. Product @etailing +$ compan$;s representatives to dermatologists needs to +e informative a+out teaching the +enefits and sideeffects of the product. " detailed +rochure a+out the product could +e left with Ph$sicians and @ermatologists as sales representatives have onl$ few minutes to pitch the product to ph$sicians and dermatologists. dermatologists. Help seeking advertisement% where Merck urges consumer to visit @ermatologist if the$ are suffering from Male Pattern Hair Loss would then pla$ to the advantage of Merck and not mislead the consumer towards 7ogaine. "utcome o# !ecommended action
>ith the recommended action% of help seeking advertisement and detailing done +$ sales representatives a+out the product to @ermatologists will create awareness a+out the product as well as its advantages and potential side effects. Merck;s help seeking advertisement would encourage male consumers who are in the earl$ stages of Male Pattern Hair Loss% to seek treatment earl$ +ecause then the product could show +est results. Case Preparation
,. /dentif$ an appropriate Positioning statement for Propecia Propecia arrests loss of hair for men in visi+l$ 3 months of medication. Propecia does this +$ stopping the deterioration of hair follicle through its uni
The option for advertising the product could +e through pu+lication in maga4ines for $oung men and through range of programs and pu+lications. The advertisement for the product should generate the right level of customer epectation% which is hair loss prevention +$ stopping deterioration of hair follicle.
