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Forecasting Denosumab Case Solution

Solution Id Length Case Author Case Publisher
2878 1588 Words (6 Pages) Tim Calkins, Aggarwal Nayna Kellogg School of Management : KEL531
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The case is about Amgen's renowned and high revenue drug Denosumab. Initially, the drug was made to treat osteoporosis as Prolia, and later, the name was changed for cancer patients, and the drug was marketed under the name Xgeva. Time magazine recognized Amgen's drug Denosumab, as a major chance for growth and advancement in the medical world. This was because of its innovative nature, which helped position it strongly across different industries. This case talks about a tricky marketing world with multiple stakeholders involved. The marketing environment is also turbulent and unsure, which makes it difficult to forecast how well something will do and whether the risk of going into different markets is worthwhile for the company. Denosumab's use in the treatment of both osteoporosis and bone metastases shows how useful it is. Accurate and strategic planning can help make the most of this important medical discovery that could lead to better treatments of patients with these conditions.

The case highlights how The story the story has changed, and the brand Denosumab is now positioned also in the cancer field for bone growth. This movement is supported by strong test results against Zometa. The FDA fast-tracked approval of Xgeva, showing its possible role as a usual part in cancer treatment. The case looks into how the market works, the big companies involved, and important decisions that affect Denosumab's future. It also talks about the brand's place in market forecasting, and using the same for strategic success as well.

Following questions are answered in this case study solution

  1. How would you go about forecasting the product? (Hint: you don't need to actually do it; just describe how you would do it in general)

  2. Please describe the assumptions you would use to come up with a forecast for the overall market for the drug.

  3. How would you decide what Market Share Denosumab would have in each market?

Case Analysis for Forecasting Denosumab Case Solution

1. How would you go about forecasting the product? (Hint: you don't need to actually do it; just describe how you would do it in general) 

To guess if a drug will sell well, it is important to look at many important things. First, it's critical to understand and know the market situation. This involves dividing the target market into different groups based on criteria like age, patient features and how common a disease is. This segmentation will help understand different population dynamics within the market. Also, a careful look at the competition is needed. This involves checking out current and potential rivals, assessing how big their part of the market is, and identifying special benefits they provide customers. Data from internal and external drug tests should be carefully looked at to understand how well the product works and if it's safe. When looking at a patient group size and features, these things become very important when reviewing how big the market could be.

Another important part in forecasting a drug's success is through finding the way through the rules and laws. It's very important to know the rules and, possible problems and regulatory challenges. This is because decisions made by regulators will have a big effect on the ease or difficulty of entry into any market for doing business – through direct influence on the market entry barriers. Companies need to make careful plans about pricing and paying back. These companies should think of production costs, the value people attach to their offerings, and market competitive pricing. This means companies will need to invest in creating a method to set prices that match how market dynamics operate and making sure that internal and external processes and systems facilitate access and affordability of drug offerings.

The sales and marketing plan is very important for a product to do well. Measuring how to get in the market, ways to distribute things and making friends with healthcare providers are important parts. To successfully enter into the market, it's important to make healthcare professionals and patients aware through marketing efforts. It's important to understand patient and doctor behavior. This includes things like how well patients follow instructions and how quickly doctors accept new methods. Knowing about possible problems and challenges as well as resistance in these areas is very important for making a real prediction.

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