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Hoffmann-La Roche: Pricing the Zelboraf Melanoma Treatment for Canada
內容大綱
The Canadian brand manager of Zelboraf had to decide how to introduce and price Zelboraf in the Canadian market. Zelboraf was a breakthrough discovery in treatment for melanoma cancer patients. Hoffmann-La Roche (Roche) began developing Zelboraf in 2005. During the clinical trials, the drug yielded such positive results in targeting late-stage (metastatic) melanoma cancer that Roche ended clinical trials early in order to expedite FDA approval and market launch. A competitor was developing a drug—Dabrafenib—that targeted the same segment of patients with B-RAF genes. It was unclear if this specific market segment could support two similar products. It was also unclear whether Dabrafenib’s Canadian market launch would affect the likelihood that Zelboraf got on the approved drug list to secure government reimbursement. The brand manager and her team also needed to determine the right price point for Zelboraf. Roche had to set a price that ensured profitability, but did not compromise Zelboraf’s competitive position.
學習目標
The case is targeted for a core strategy course at either the undergraduate or MBA level. It could also be used in a course on the health care sector or the pharmaceutical industry as well as in a pricing course.<ul><li>To understand the pharmaceutical industry structure and change, and how a firm should respond in light of said change.</li><li>To understand what happens to this industry when the long-standing business model of relying on blockbuster drugs no longer works.</li><ul>