Competing in the Wet AMD Market: Visudyne, Macugen, Lucentis and Avastin Case Solution
Abstract:
Lucentis, an upcoming advancement drug versus wet age-related macular degeneration (AMD), will be marketed by Genentech in the United States and Novartis in other nations. Lucentis will be taking on Visudyne, a drug advertised around the world likewise by Novartis, with Macugen from Pfizer, and with the cancer drug Avastin from Genentech/Roche, which is being utilized off-label in wet AMD at an expense of just $40-75 per injection compared to the $1,000-1,200 cost anticipated for Lucentis.
Pedagogical Goals:
New item prices in an intricate atmosphere: customer sectors with commonly varying cost flexibilities; numerous stakeholders (customers, doctors, third-party payers); various nation prices and repayment and off-label guidelines; international cost interdependencies; line of product position and prices.
This is just an excerpt. This case is about Marketing
published: 27 Jan 2014
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