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Celebrex PowerPoint

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by

Mary Marcos

on 19 February 2013

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Transcript of Celebrex PowerPoint

“Among patients suffering from pain associated with rheumatoid arthritis and osteoarthritis, Celebrex is the brand of prescription medication that can treat arthritis pain better than over-the-counter pain relievers because clinical trials have shown that Celebrex is more effective in the treatment of severe pain with less risk of bleeding and fewer GI side effects than other NSAIDs.” Positioning Statement Background Task The Road Ahead Ad SWOT Market Share Comparisons Promotion Life Cycle and Product Strategy Price Place Projection Keep Celebrex
Pursue indication for chronic pain
Projected entension for 3 years
Increase sales through Direct-to-Consumer Advertising and Physician Education Programs
Change public perception on the safety of Celebrex and convince previous Celebrex users to start using it again
Encourage physicians who are already prescribing Celebrex to prescribe more In 2007, estimated 1.5 million people had rheumatoid arthritis. (1)

In 2005, about 27 million people had osteoarthritis. (2)

From 2007 to 2009, an estimated 22.2% of adults in U.S. were diagnosed with arthritis. (3)

Arthritis market expected to grow from $12bn in 2010 to $18 bil by 2020. (4)

Celebrex, which is indicated for arthritis pain and inflammation, acute pain 2011 sales: $1,597; 2010: 1,580; 2009: 1,697 million. (5) 1. Arthritis Rheum. 2010 Jun;62(6):1576-82. [Data source: Patient Cohort, Minnesota]
2. Arthritis Rheum 2008;58(1):26–35. [Data Source: NHANES]
3. MMWR 2010;59(39);1261-1265. [Data Source: 2007–2009 NHIS]
4. Datamonitor: http://www.datamonitor.com/store/Product/rheumatoid_arthritis_market_forecast?productid=HC00080-004
5. 2010 and 2011 Pfizer annual report Available funds Direct to Consumer Advertising Physician/
Professional Education (cc) photo by medhead on Flickr Available funds based on 10% of total revenue for 2010
($1.5 billion) $150,000,000
(annually) $130,000,000 $20,000,000 Positioning Statement (cc) image by anemoneprojectors on Flickr STRENGTHS WEAKNESSES Less GI side effects compared to other NSAIDs.
Lower risk of bleeding compared to other NSAIDs.
Pfizer is a reputable company.
Clinical studies show that Celebrex is effective in treating rheumatoid arthritis.
Once a day dosing Cardiovascular black box warning
Patent expiring in 2014
Not first line therapy
High cost associated with brand name drug OPPORTUNITIES Possibility of selling to generic company
Re-brand to increase sales
Gain trust of patients and doctors
Conduct clinical studies to prove safety and efficacy THREATS Competition from first line drugs
Going generic and generic competitors
Public perception because of cardiovascular effects
Risk of safety issues from recent clinical studies “Among patients suffering from pain associated with rheumatoid arthritis and osteoarthritis, Celebrex is the brand of prescription medication that can treat arthritis pain better than over-the-counter pain relievers because clinical trials have shown that Celebrex is more effective in the treatment of severe pain with less risk of bleeding and fewer GI side effects than other NSAIDs.” Wholesale acquisition cost (WAC) of $184.00- 7% discount
PBMs- 20%
Retail/mail order pharmacies-2%
$15 coupon cards for customers available to download from website http://www.costco.com/Pharmacy/DrugInfo.aspx?p=1&SearchTerm=a&Drug=CELEBREXhttp://www.pfizer.com/files/products/uspi_celebrex.pdf
https://www.celebrex.com/offers.aspx
http://www.goodrx.com/celebrex Comparative study of 16,000 Taiwainese adults on cardiovascular events (CVEs) associated with the use of 4 non-specific NSAIDs (naproxen, ibuprofen, nabumetone, and etodolac) versus COX-2 inhibitor (Celebrex)
Results:
No significant difference of CVEs between ns NSAIDs group and Celebrex group
More significant factors are history of CVDs and/or past medical conditions such as diabetes and CHF
Other studies concluded that NSAIDs may increase CVEs
Conclusion: Celebrex at least as safe as other NSAIDs Comparision of Cardiovascular events between NSAIDs and Celebrex Huang WF, Hsiao FY, Wen YW, Tsai YW. Cardiovascular events associated with the use of four nonselective NSAIDs (etodolac, nabumetone, ibuprofen, or naproxen) versus a cyclooxygenase-2 inhibitor (celecoxib): a population-based analysis in Taiwanese adults. Clin Ther. 2006;28:1827–36. In the next two years, we expect to increase Celebrex sales through:
(1) Physician education programs leading to an increase in prescribing for patients already diagnosed with arthritis.
(2) Targeted & aggressive direct-to-consumer advertising, which will grow the number of patients seeking arthritis treatment.
Also, patients currently using over the counter NSAIDs will switch to Celebrex once they are convinced of its safety.
Thus, we expect next year's revenue to increase by about $200 million totaling to about $1.7 billion in sales.
In addition, the expected new indication for chronic pain will boost revenue even higher and the marketing strategy will really start bearing fruit by then since we are confident that this new indication will not only continue to expand our sales, but it will also give us several more years of exclusive sale of Celebrex.
Thus, we expect another $400 million in sales growth the next year totaling to about $2.1 billion in sales. Same list price
Rebates and discounts
Keep savings cards Questions? 2008 revenue
Full transcript