Helping Make Hair Loss History Essay

Define Propecias emf customer base. What is Propecia competing against in the consumers mind? What can be learned from Rogaines hear in the securities industryplace? Propecia is a drug against pilus loss, in effect(p) both on s primeping and reversing the Male Pattern Hair Loss. According to gobbler Casola, the bell ringer manager of Propecia, the potential customer base is at to the lowest degree half of the male population, as MPHL occured in 30-40 zillion American men, which is slightly 50% od Caucasian men under the age of 50, with the lifespan incidence to reach hundred%. But when compargond to former(a)s race and nationalities.Neither shadowy men, Japanese men nor Chinese men were as analogously to gird MPHL as frequantly as Caucasian men, at least not until subsequently ages. What Propecia is competing against in consumers mind is that, according to the research Merck did, consumers believe sensory blur loss to be a slow process and they do not seek treatment early enough, at least not forward trying a couple remedies of their own including brushing, wearinh hats, combing the hari over daredevil spots, which is mainly beca engross they are not fully aware of the degree of their vibrissa loss, as it is most likeley happening at the back or top of their head.Although 2/3 of men losing hair con viewr of it to be a worry, half of those consider it to be a futre problem, and the remaining 1/3 does not even consider it to be a problem. The consideration of this problem to be a time to come problem, or an inevitable problem, builds kind of a resistance in terms of the willingness to fight it. And Merck needs to focus on showing that it is a current problem and not a future problem and shoudl be addressed as soon as possible, in order to have success over it, and fashioning it not inevitable.Rogaine, a topical including minoxidil, happen uponive against hair loss, as long as used, was the frst FDA approve topical hair loss intervention, which was not successful as a prescribed medicine despite the belief of its potential success in revenue, until it became an on-the-counter ingathering. What Propecia can learn from Rogaine is that, the fruit should be very mop up with the concept of consumer expectations, because if it fails to keep up to those expectations, it can end up like thefirst launch experience of Rogaine, not coming even close to the expected revenue levels. Although it would not be easy to set the decently level of consumer expectation, lowering expectations should be blaned with also creating a positive cut efor the product in the eyes of consumers. 2. How does a customer come to use Propecia? How can Merck best influence that process? Because hair loss is not conceived by physicians to be an urgernt problem, consumers should be directed in terms of selling in order for them to use Propecia.As mentioned earlier, hair loss is a common problem for most of the men and a remedy is indispensable not because it is an urgent or a fatal problem barely for improving the lives of those people, which is one of the objectives of Merck. According to past experience of Merch with other products, specially those it advertised through direct-to-consumer advertising, which it plans to do for propecia, consumers who asked their physician for an advertised drug, receieved a presciription for it (75%-85% of the the patients).3. What causa of ads, if any, should Tom Casola run at product launch? What message should Propecia run to potential customers? It is a pretty tough decision to make, choosing one of the terzetto add types. Help Seeking ads would have a negative affect mostly because the ads should be brandless, but the launch is at similar times with the extra strength formula Rogains launch time, and as the brand awareness of Rogaine is high, our ads would benefit them more than it would Propecia.On the other hand, product claim ads, although seems like a sound decision to go wit h, has a high potential risk, becase the side affects are to be mentioned in the ad, and creation of a brand awareness assosicated with seemingly high risks of sexual side effects for men and pregnancy problems for women, it would not be a computable timing for highlingting these side effects, where the competition is coming with a more good product compared to the strong product already dominating the market at some level, with not necessarily this kind of serious side effects, although they are not high risks.Third option of reminder ads, which do not seem to be the best strategy at any other given time, as mentioned by Casola, there is no point in having an ad that forces brand awareness where you cannot even tell that the product is an hair loss product, at this time it seems like the soundest road to take. There is a risk that the brand awareness would be empty inside, but along with working with doctors, mostly dematologists who would be more eager to prescribe Propecia, an d counsel people to see a dermatologists in the ads, would be the best of the options.This way, making the problem a health issue, which should be handled through a dematologists would create some sort of barriers for the on-the-counter competition especially the new Rogaine to come. 4. What fiber does a physician play in this context? How much expand effort is necessary? Pysicians are primarly the customers of prescribed drugs, as they are the ones prescribing the drugs to the patients, the realt consumers.In order for the making the pysicians to prescribe the intended drugs, pharmaceutical companies have gross sales cases, who directly go to the physicians and describe the drug, which is called detailing. According to the data given in the case, the potential face-to-face interaction between a sales representative and a physician is about 2 minutes, where the sales representative is say to do detailing of 3 drugs.In order to have an effective detailing to persuade pysicians to proescribe the intended drug almost 6 visits on average paid to the pysician. 5. Do you think a first class sales depend of $60 million would be conservative or optimistic? First of all we need to consider that the potential hair loss markets accounts for about $1. 5 billion of annual sales. Half of the market is hair loss surgery and the rest is divided between windup(prenominal) and topical solutions. In order to forecast a $60 million sales a year, Propecia needs 100.000 customers who spent $50 per month. When we compare this to the defeated lounge of Rogaine, as a prescribed drug, costing $60 per month, it created 400. 000 customers and generated $100 million sales. So compared to this with the knowledge that being scientifically proven- at least among a majority of the clinical trials- and having a better success potential than Rogaine, even on the eve of Rogaine more effective product coming, it is conservative to think Propecia would reach $60 million sales forecast fo r the first year.