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Product

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by

Tarun Pramod

on 23 January 2014

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Transcript of Product

Coating arrays with applicator
Expected Challenges
Innovation diffusion issues
Government regulation
Potential R&D cost as new vaccines come out which could affect pricing
Overproduction and limited shelf life
Patent protection and authenticity regulation in developing countries


Promotion
Product
Currently tested vaccines that can be used:
Influenza
Herpes Simplex Virus
Chikumgunia
Price
Low cost product
Penetration pricing strategy
Price of substitutes: $0.5 - $0.6 for syringes
Price of vaccines in market: $15 - $75
production cost of nanopatch: 10 cents
Vaccine used : 0.01% of regular vaccine
Potential overall cost : $1
Potential sales price : under $15
Marketing mix

the 4Ps
Target Market
Merck is an International developer, manufacturer and distributor of pharmaceuticals.
Vaxxas is a subsidiary of Merck. It is a venture capital funded technology start-up company developing technology that originated from Professor Mark Kendall's research group at the University of Queensland


The
Nanopatch™
Technology
The Nanopatch™ approach consists of an array of thousands of vaccine-coated microprojections that perforate into the outer layers of the skin when applied with an applicator device. The tips of Nanopatch's microprojections are coated with a vaccine material and release this material directly to the large numbers of key immune cells immediately below the skin surface.
Competitive Rivalry
Threat of New Entry
Low

Patent protection offers an extremely high barrier to entry.

Firms wanting to produce generic copies at lower prices must wait for the patent to exipire.

Significant research and development costs (money, time, talents) prohibit smaller firms from quickly entering the market.






Buyer Power
Moderate- High

Large institutions:hospitals, non-profit organizations, schools' health center

Smaller buyers: clinic, pharmacies.

Penetration and user learning process
The only authority/ agency for promotion
Various Substitutes (needle/needle- free)
We offer: cheaper price, easier storage

Threat of Substitution
- Other needle free drug delivery systems
Supplier Power
Highly competitive market, many middle sized suppliers
Large quantities we acquire
Established relationship
Strengths
Weakness
Opportunities
Threats

Simple and feasible
-Over the last ten years, competition in this segment has grown significantly.

-The leading needle-free drug delivery companies include Antares, Bioject, MediImmune and Zogenix.

-There also exists a number of smaller firms which sometimes partner with large pharmaceutical companies.

Examples include partnerships between Medical House and Doctor Reddy's Laboratories.
10% fear the needle
Children's improved experience
Vaxxas was establsihed in 2011. It raised $15million AUD through a Series A venture financing.
Major investors: OneVentures
Brandon Capital Partners
HealthCare Ventures LLC
The Company Profile
Lower risk of infection
Using less material = less costs, more vaccinations
Uses a lower amount of vaccine with same effect
CEO:
David Hoey--former vice president of business development at PathoGenetix
CTO:
Mark Kendall
Vice President of R&D:
Angus Forster--former consultant with GSK
-Some consumers, espesically those in the late majority and laggards, may be unwilling to adopt such a radically new technology.

-Some may even be willing to accept a conventional needle-based injection rather than taking a risk.

- Major competitiors include the Biojector 2000, the Vitajet, and the Glide system
Storage
Nanopatch
sizes vary based on dosage
Potential Use for a variety of vaccines
Limited to under skin vaccination
Mass-produced and tested
Place
Growing consumer market
Potential for self-application
Affordable for donation in large scales
Needleless vaccination companies:
Bioject (largest market share)
Pharmajet
Antares
MediImmune
Zogenix
Internet platform
(Website, search engine)

Sales representatives

Hospitals

Pharmacies

Government Agencies

Managed health care providers





Company's mission

1. Enhance the therapeutic and market potential of existing vaccines
2. Provide unprecedented immunogenic response to enable new, next generation vaccines.

For vaccine
companies
For hospitals
For other
non-profit
organizations
For pharmacies
For vaccine companies--

Communicate product through sales representatives
Set up research partnerships to use nanopatch


For hospitals--


Introduce the product on medical conferences;

Provide a small amount of free samples to local hospitals (by pharmaceutical representatives)
For other non-profit organizations--


Donate products to the World Health Organization and the American Red Cross.





For pharmacies--




Sales representatives introduce the product to the pharmacies.

Provide a discount for the first time purchase.
The Nanopatch is smaller than a postage stamp.
It is a one-centimetre-square of silicon, the surface of which has around 20,000 microprojections, all invisible to the naked eye.
Low

Major components are silicon and immune-activating materials
Hospitals
Other vaccine providers
Non profit organizatons
SWOT
Pharmacies
vs
Bioinjector 2000
Antares' Pen Injector
Improved immunogenicity
Fighting the resistance
Goal: to make the nanopatch professional, high-technological
No cold chain
Needle free
Pain free
New market
Goal: to make the nanopatch social-responsible
Cost effective
Long term compatibility
Goal: to make the nanopatch cheap and easy-accessible
Moderate immunognicity
Cold chain required
Needles
It hurts!
Costly
Advertising: TV ads, medical journals, general consumer magazines and newspapers, internet
VACCINE MARKET STRUCTURE 2010
Small size market :
2/3 % of the global pharmaceutical market
but ...
Spectacular growth rate :
10-15 % per year versus 5-7 % for Pharmaceuticals
Moderate
Father of Nanopatch--Mark Kendall
Fast-growing industry
Tripled in value from 5 billion USD in 2000 to almost 24 billion USD in 2013
Global market projected to rise to 100 billion USD by 2025
More than 120 new products in the development pipeline
Newer and more expensive vaccines are coming into the market faster than ever before
Global Vaccine Competitions
4 large multi -national
corporations make up 80% of the globalmarket
Major focus on new vaccine development for industrialised country markets
Government Agencies
Nanopatch
--Revolutioning Medicine

Ultimate Consumer
potential in various target markets with revolutionary product
Government regulation for new vaccines
Full transcript