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Kate Long

on 3 December 2013

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Transcript of Brodalumab

Find Comfort in Your Own Skin

Target Market
Men and women 15-64 living in the United States

5.025 million people

Mild to moderate psoriasis

Unhappy with current treatment

Dislike needles

Care about the way their skin looks
Ad Campaigns
1.Humira (adalimumab)
2.Remicade (infliximab)
3.Stelara (ustekinumab)

Our indirect competitors are holistic psoriasis remedies, non-prescription, over-the-counter ointments for psoriasis, and topical ointments, such as Topicort, Soritane, Westcort and Elcon.
Celebrity Endorsements
Kim Kardashian revealed on her television show that she suffers from psoriasis and tried many alternative medications to try to relieve her symptoms.

She would make a great endorser for Sollievo seeing as she is in the public eye as well as suffering from this dreadful disease and looking for better treatments for her symptoms.

Since Ms. Kardashian is a well-known celebrity and seems to be very busy, we would expect to pay in the millions to endorse with her.
Creating a Facebook page and promoting that on the site as well as creating an ad will reach a huge portion of our target market.

By using Facebook marketing tools, you can tailor your promoting to certain demographics. You can choose an age range or a location that you want to specifically target.

You can also set a specific amount of money you would like to spend per day on the marketing efforts. We would choose to spend between $10 and $20 per day promoting our page to get "Likes" and $15 per day for our Facebook ads.
Having sponsorships gets your product a lot of attention.

Putting Sollievo on a NASCAR car would certainly get it a lot of attention. It would cost $5 to $15 million to sponsor a NASCAR car, but the marketing we would get would be huge.

Since our target market is so diverse age range, this would be a great way to reach out to them and get awareness of our new drug as well.
Along with a NASCAR sponsorship to reach the a the wide range of we will also apply for a National Psoriasis Foundation Seal of Recognition.

This gives the confidence in the potential customer that it is a trusted product and that is effective.
Direct Competition
1. Humira (adalimumab)
Comes in 0.8 ml vials, prefilled 0.8 ml syringes, and prefilled pen devices, called Humira pen.
$2,839 per month
Biggest market share out of all our direct competitors.
2. Remicade (infliximab)
Given through the IV at a hospital or at a doctor’s office only.
Priced at $2,048 for every 8 weeks after the initial loading doses.
3. Stelara (ustekinumab)
Only comes in the injection form.
Priced at $5,625 for every 12 weeks after the initial loading doses.
Indirect Competition
1. Topicort.
$40 - $80 for 60 mg
2. Soriatane.
$200-270 for 90 capsules.
A patient has to use it for 2-3 months before the results can be noticed.
The symptoms will return if a patient stops using this product.
Should be applied to the affected area two to three times daily.
Should not be used on face, groin or underarms.
The price for it ranges from $98 to $103.
SWOT Analysis
Reach 5%, or 251,250 people within the first year
Become a leader in topical and oral psoriasis treatment
offer patients the highest quality treatment and highest quality of life
Sales Force
Public Awareness
Sales Force
Sales team of about 305 to cover dermatologists the U.S.
Sell trial packages
Trial samples for customer
Hospital pharmacies

In 2011, more than 60% dermatologists were in private practice
Sell to Walgreens to start
Have about 8,300 stores in 50 states
Public Awareness
Create awareness through brand campaigns
NASCAR, NPF Walk for the Cure
Lifestyle activites
Promote confidence by creating groups or MeetUp activites for patients (and potential patients)
Help public awareness of disease
Sollievo Pricing
2 month supply = $900
$700 for pills
$200 for cream

$5,400 annually
Prescription Topical and Oral Psoriasis Treatment
The product is a two step treatment of psoriasis. A pill to be taken routinely accompanied with a topical ointment that is to be applied as needed.

Pill taken in combination with complementary topical ointment is a treatment method that is effective and often preferred to alternative methods such as injection or UV therapy.
Effective treatment
Safe enough for pregnant women
No injections
Not suitable for everyone to use
Cannot be taken with other psoriasis drugs
Increased risk of infection
Growing market
Small number of similar treatments options available
Emerging competition
Safer alternatives currently being developed
Full transcript