AstraEye Pharma Pvt Ltd.: An Unsettling Dilemma

AstraEye Pharma Pvt Ltd.: An Unsettling Dilemma (APP) was an ophthalmology pharmaceutical company that drew 80 per cent of its revenue from the artificial-tears segment. Elena Sanders was responsible for drafting a turnaround strategy for increasing market share by building prescription momentum, improving operational efficiency, and devising a renovated digital strategy. Based on the available options, Sanders had to decide between improving operational efficiencies for an existing brand—Rejuvenate at a 0.5 per cent carboxymethyl cellulose concentration—or launching a new product—Fresh Plus at a 0.3 per cent hyaluronic acid concentration—to cater to a greater number of patients. She was also tasked with sharing an important element of digital strategy: launching APP’s health-care-providers-and-practitioners engagement website or launching a microsite on a third-party online community platform for doctors (i.e., the Health Support Network for Professionals). The decision was urgent, as Sanders had to present her position during the annual strategy meeting scheduled for March 2022.

This case is suitable for strategic management, marketing, and entrepreneurship courses in graduate-level course, as it involves business-model strategy; the solution, access, value, and education marketing-mix model; and the unified theory of acceptance and use of technology. After working through the case and assignment questions, students will be able to do the following:<ul><li>Evaluate the pros and cons of each opportunity.</li><li>Assess the business case and identify the factors in the successful launch of a new pharmaceutical product.</li><li>Identify the challenges in online health-care-providers-and-practitioners engagements.</li><li>Devise a marketing-mix strategy for the business.</li></ul>

• healthcare
• new product launch
• HCP engagement