MSD - HPV vaccine 10-step marketing plan

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Raymonde Uy

Salud y medicina Empresariales

10 STEP Marketing Plan: Merck Sharp & Dohme Philippines: HPV vaccine Raymonde C. Uy January, 2011

5 Steps for Part 1 (PTM and Positioning) ,[object Object],[object Object],[object Object],[object Object]

5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Positioning to the Primary Target Market Part 1: Steps 1 to 5

1.Close-up primary target market (PTM) are class ABC patients ,[object Object],[object Object],[object Object]

I want to be safe I want to have a quality Prophylaxis against HPV I want to be protected I am a informed buyer I can afford the expensive HPV vaccine

2. My PTM’s NWE ,[object Object],[object Object],[object Object]

3a. MSD’s HPV vaccine Gardasil has competitors with the same niche market ,[object Object],[object Object],[object Object]

Highly competitive in the high-price health services in all social classes Price vs. Social Class Matrix MSD and GSK Price / Class Matrix A B C D High price Low Price

4. MSD positions the same in a niche market opportunity ,[object Object],[object Object],[object Object],[object Object]

5a. Market Size ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Marketing Mix Strategy Part 2: Steps 6 to 10

Product category ,[object Object],[object Object]

Other Major brands / competition ,[object Object],[object Object]

7. Price Vaccine Price MSD $120 per shot x 3 = $360 GSK $120 per shot x 3 = $360

Generic winning strategy ,[object Object],[object Object],[object Object],[object Object]

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“Global Breast Cancer Vaccine Market and Clinical Pipeline Outlook 2022” report analyzes ongoing clinical and non-clinical trends in the global breast cancer vaccine development market. Currently there is no single breast cancer vaccine commercially available in the market. This report analyzes the ongoing clinical trial of 36 breast cancer vaccines in clinical pipeline and gives comprehensive clinical insight on various parameters associated with the development of the vaccine. Most of the breast cancer vaccines in clinical trials are in preclinical phase followed by Phase-I trials. The advance stage of development of breast cancer vaccine in clinical trials across the globe is in Phase-III. The conventional cancer treatment methods have proved their importance in last decade. They are widely accepted among patients and physicians (oncologists) because of familiarity and large amount of statistically significant data supporting their efficacy. Despite their benefits, they sometimes fall short in meeting the patient’s personal requirements. For instance, efficacy is a major requirement, but different patients display different response to the same medication, this is attributed to their unique genetic makeup. To meet the individual’s necessities, high efficacy and safety, concept of cancer vaccine was formulated.

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Rising prevalence of breast cancer pertaining to factors such as prolonged exposure to endogenous oestrogens, early menarche, late age at first childbirth and late menopause will be a high impact rendering factor for the industry growth. Increasing technological advances in cancer biology and launch of several diagnostic and screening programs worldwide should drive the business size. Growing adoption of therapeutics owing to factors such as blocking estrogenic from binding to tumour cells, risk of distant reappearance, lowering jeopardy of reappearance in the breast that had tumour and reducing risk of developing disease in another breast will propel the industry growth. Growing awareness regarding breast cancer, rising shift towards adoption of western lifestyle, short breast-feeding timeframe and rising prevalence of obesity in women after menopause will drive the industry size. Increasing rate of alcohol consumption in women, rising use of hormone replacement therapy (HRT) and oral birth control pills resulting in increased levels of oestrogen will boost the business size over the forecast period. Growing exposure to certain carcinogens and endocrine disruptors, for example in the workplace, working night shifts results in increased risk are surging up the U.S. market Prohibitive cost associated with the use of breast cancer therapeutics may hamper the industry growth. Increasing cost of early and late-stage disease therapy, continuing care on a per-unit time basis, accounting for the major share of lifetime cost owing to relatively extended survival of breast cancer patients may further restrain the business growth Visit https://insights10.com/ for more healthcare industry insights. Connect with us at info@insights10.com

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In this lecture on circulatory shock, Dr. Faiza, an Assistant Professor of Physiology, delves into the profound implications of inadequate blood flow throughout the body, leading to tissue damage. The session begins by defining circulatory shock and elucidating its physiological causes, including decreased cardiac output, diminished blood volume, decreased vascular tone, obstruction to blood flow, excess metabolic rate, and abnormal perfusion patterns. Dr. Faiza categorizes shock into various types, such as cardiogenic shock, hypovolemic shock, neurogenic shock, obstructive shock, anaphylactic shock, and septic shock, and explores the pathophysiological basis of each. Furthermore, the lecture examines the stages of shock, from the non-progressive phase where compensatory mechanisms aim for full recovery to the progressive phase where shock worsens steadily without intervention, potentially leading to irreversible damage. Dr. Faiza discusses therapeutic interventions for shock, including replacement therapy, blood and plasma transfusion, sympathomimetic drugs, and other adjunctive treatments like head-down positioning, oxygen therapy, and glucocorticoids.

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MSD - HPV vaccine 10-step marketing plan

1. 10 STEP Marketing Plan: Merck Sharp & Dohme Philippines: HPV vaccine Raymonde C. Uy January, 2011

4. Positioning to the Primary Target Market Part 1: Steps 1 to 5

6. I want to be safe I want to have a quality Prophylaxis against HPV I want to be protected I am a informed buyer I can afford the expensive HPV vaccine

9. Highly competitive in the high-price health services in all social classes Price vs. Social Class Matrix MSD and GSK Price / Class Matrix A B C D High price Low Price

10. MSD’s positioning is shown in this competitive map Positioning vs. Brand Matrix MSD’s Gardasil GSK’s Cervarix High Price   Quality   Reputation   BFAD Approval   Focus on Information   Celebrity endorsements  

11.

12.

13. The Marketing Mix Strategy Part 2: Steps 6 to 10

14.

15.

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17. 7. Price Vaccine Price MSD $120 per shot x 3 = $360 GSK $120 per shot x 3 = $360

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22. SUMMARY

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25. 10 STEP Marketing Plan: Merck Sharp & Dohme Philippines: HPV vaccine Raymonde C. Uy January, 2011

MSD - HPV vaccine 10-step marketing plan

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