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Paxil Commercialization of an Old Invention

Paxil Commercialization of an Old Invention. Commercialization – Opportunity Register Analysis. Paxil (paroxetine) antidepressant Feature Set. Anti-depressant No chance of overdose (a serious problem for tricyclics)

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Paxil Commercialization of an Old Invention

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  1. PaxilCommercialization of an Old Invention Commercialization – Opportunity Register Analysis

  2. Paxil (paroxetine) antidepressantFeature Set • Anti-depressant • No chance of overdose (a serious problem for tricyclics) • Is a form of ‘Software’ (Leschly's perspective on drugs offered by SmithKline) • ‘Selective serotonin reuptake inhibitor' – i.e., it is 'selective' connoting a sort of 'cleanliness‘ • ‘Off-label’ treatment features (prohibited by FDA) • Anti- 'panic disorder' (treating panic attacks) • Anti- ‘obsessive-compulsive disorder’ (including sub-disorders like bulimia and anorexia) • Anti- 'social phobia disorder' i.e., lack of social confidence that led its sufferers to lives of isolation, loneliness, and inability to perform many of the simplest tasks of everyday life

  3. Attribute Map

  4. Consumption Chain • Three customer groups: • (1) Anxiety; • (2) Magazine Ad (DTC); • (3) Articles suggesting off-label use

  5. Awareness • Three customer groups: (1) Anxiety; (2) Magazine Ad (DTC); (3) Articles suggesting off-label use • Managing Awareness • Find ways to link discomfort of anxiety with the promise of relief through Paxil • Magazine ads should emphasize (a) • Minimize the dissatisfaction from Ad clutter in magazines by making ads attractive, fun and informative • Commission ‘independent’ research and articles to promote off-label use of Paxil

  6. Doctor’s Visit • Managing Doctor’s Visit • Magazine Ad (DTC) links discomfort of anxiety with the promise of relief through Paxil • Magazine Ad (DTC) emphasizes that the best solution is Paxil • Best means ‘safest’ (cite tricyclics) • Best means ‘clean and selective’ • Best means ‘cleaning your brain’s software’ • Make sure Dr. has lots of free Paxil samples • Suggest Dr. experiment with off-label prescription

  7. Purchase Managing Purchase • Purchase at pharmacy with prescription; assure in-stock • Make sure price is covered by most health care

  8. Use • Managing Usage • Assure dose large enough for effect • Refills easy • Off-label application easy • Available through mail without prescription

  9. Addiction • Managing Addiction • Dose should be adequate for psychological addiction • Key to repeat purchase • Promote this as ‘lifestyle’ drug that assures healthy brain software

  10. Moving Off-label to On-Label SmithKline’s ‘Social phobia’ launch for Paxil • Leschly's marketing department commissioned a huge publicity campaign to raise awareness of the disease • one that set the pattern for many to follow both at SmithKline and in the industry • The first step involved the hiring of a public relations agency to produce a free video on the disease • And distribute it widely for use by network affiliates and independent TV stations • Because health stories of any sort guaranteed a minimal audience • The second step was to underwrite studies by experts in the field, • who would conclude that the disorder is debilitating and probably afflicts many more than originally suspected • Finally, while awaiting for FDA approval for a new use, underwrite a few small-scale studies off-label • (i.e., where the drug is used for other than its approved purpose, which in Paxil's case was adult depression) • Through these, SmithKline became aware of even more promising new markets in child and adolescent depression (Adaptive Execution)

  11. Examples of ManagementThe ‘Story’ for DTC • In the 1960s and 70s, all drugs were prescribed under the advice of physicians; • patients were carefully guarded from knowing anything that might possibly hurt them (or help them; or be the basis for lawsuits) • This fit well with the physicians' own view of their position; • as counselors, and gatekeepers for the tools and techniques for patients to obtain and maintain health. • Direct-to-consumer advertising has been legal since the 1980s – allowed by the Food and Drug Administration • Leschly used DTC to tell "The Story" • a new-age parable, often illustrated with brightly colored diagrams and cartoon characters, • unfolded like this • Paxil worked on a different brain chemical system than did older drugs. • The name of this "natural" brain chemical was serotonin • In some depressed patients, this chemical was lowered in volume because a certain brain synapse was "overactive" • Paxil, by "naturally" blocking reuptake of serotonin led to relief from depression.

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