Introducing
Your new presentation assistant.
Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.
Trending searches
$2.28 Billion in Sales
Glucophage XR
Promotes brand name
Q2. Do you think
BMS's use of pull promotional
strategies affected brand recognition and customer loyalty?
Q3(a)
Do you think Glucophage XR sales will increased enough to offset sales lost from generic competition with Glucophage?
Q3(b).
With exclusivity on Glucophage XR
running out, do you think BMS
can effectively market Metaglip to
offset sales lost to generic competition?
Metaglip does have the opportunity to regain some market share
Q4(a): What is your view of DTC
Advertising for Prescription Drugs?
Q4b Do you feel it is effective means of marketing prescription drugs compared to more traditional push strategies such as detailing and trade show promotions
“does not promote long-term
patient use, which is ultimately
the estimate of product value”
Brand awareness
+
Encourages brand preference
Coupons
Effective Pull Strategy
Prospect Theory
Market Share Increased Sales
Brand Loyalty Consumer Awareness
Cannot offset losses
(cc) photo by medhead on Flickr
2001 - $2.049 Billion Sales
2002 - Decrease to $350 Million sales - 88%
Glucuphage XR increased in sales by 200% between 2001-2002 from $14m to $62million not enough to offset losses in sales to compete with generic branded drugs
Q5(a)
What effects do pull strategies for
prescription drugs have on the distribution
channel for pharmaceutical companies?
Damaged channel relationships
Reduced communication
with Doctors & Pharmacists
Outcome of Pull Strategies
1. Distribution channels benefit economically
2. Damages manufacturer & intermediary relationships
6 Million are unaware they
are diabetic
1 in 3 Depression sufferers do not seek treatment
More informed
Informed
Misled
Pull Promotion - Double-Edged Sword
Premium priced
medication
High Expenditures
Competitive advantage
in patent period
Loss in sales
to generic
brands
DTC advertising needs to be
complimented with Traditional
forms of push strategies
More effective in lowering
Blood sugar levels
Consume once daily only
Coupon Pull Strategy
Direct advertising to market
Patent period ending
For Type II Diabetes
Do you think BMS's use of DTM advertising
and coupon campaign, as pull strategies
to promote Glucophage XR were successful?
Coupon strategy to
establish brand name &
value for Metaglip
$81 Million in advertising
Class Discussion Questions
1. Did BMS use a Push Strategy or Pull Strategy
for Glucophage XR?
2. How many days of free use did the Glucophage Coupon entitle consumers to?
3. The sales of Glucophage XR cannot offset
the sales lost to generic brands of Gluphage?
4. DTC advertising needs to be complimented with
Traditional advertising strategies.