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Strategy in the twenty-first century pharmaceutical industry: Merck & Co. and Pfizer inc.

Strategy in the twenty-first century pharmaceutical industry: Merck & Co. and Pfizer inc. MGMT 495 Summer 2011: Kelly Bossolt Marta Kovorotna Sarah Smith. Global Financial Analysis:. Global Industry Forecast- 2010 Overall market projected to grow 4-6% exceeding $825 billion

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Strategy in the twenty-first century pharmaceutical industry: Merck & Co. and Pfizer inc.

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  1. Strategy in the twenty-first century pharmaceutical industry: Merck & Co. and Pfizer inc. MGMT 495 Summer 2011: Kelly Bossolt Marta Kovorotna Sarah Smith

  2. Global Financial Analysis: • Global Industry Forecast- 2010 • Overall market projected to grow 4-6% exceeding $825 billion • Overall market sales projected to grow at a 4-7% compounded annual growth rate through 2013 Pharmaceutical Market Trends 2010: http://www.pharmaceutical-drug-manufacturers.com/articles/pharmaceutical-market-trends-2010.html

  3. Global Financial Analysis:

  4. Financial Analysis: Presence of Generics • 79 percent of FDA approved drugs have a generic version available • 69 percent of prescriptions dispensed are generics • The generic industry is currently worth $80 billion • Worldwide market for off-patent drugs is set to balloon to $520 billion in 2012, up from about $270 billion in 2006 The US Generic Drugs Industry Overview: http://www.themedica.com/articles/2009/04/the-us-generic-drugs-industry.html Pfizer Goes Generic: http://blogs.wsj.com/health/2008/10/16/pfizer-goes-generic/

  5. Financial Analysis: Pfizer Inc and Merck & Co.

  6. Internal Analysis: overview • R&D – Time & Money Saver • Every $1 increase in drug expenditure led to $2.11 decrease in other health care spending. • 100 prescription increase led to 16 less days in the hospital. • Manufacturing – 10% of costs • Difficult and requires expertise • Majority is outsourced • Counterfeiting costs $35 billion a year, and causes deaths • Marketing • Personalize medicine based on genetic profile • Direct to Consumer • Specific drug and illness treated

  7. Internal Analysis: Merck & Co. • Research Expert • Detailed biological and chemical drug profiles • Assess projects early • High FDA approval rate – 70% (Industry was 50%) • “Hire brilliant Scientists and let them follow their instincts” • 6 major labs in the US and Japan • Smaller research labs in the U.K., France, Spain, Italy • Focus on Blockbuster drugs in all areas • “Discover new and better medicines through breakthrough research and then demonstrate their value” – Ray Gilmartin, CEO • Recruit top scientists • Decentralize R&D department

  8. Internal Analysis: Merck & Co. • Mergers • Science not size • Establish relationships with firms pursuing complementary research • 1999 entered into 10 alliances to complement its internal R&D and stay competitive with new technology • Marketing • Undervalued, out of the loop, off target • Label is the product, not the molecule • Pfizer’s Lipitor • Switched to “key-franchise” management • Data- driven approaches • Assigned and organized a sales force to each top selling drug • Increased marketing presence in clinical trials

  9. Internal Analysis: Pfizer Inc. • “Hunter, not a gatherer” • Merger maniacs • Research • $17 billion on R&D • 12,000 researchers • 9 major labs in the U.S., U.K., and Japan • Several satellite labs • Mergers • Warner-Lambert – Lipitor $89 billion • Hostile takeover after they merged with American Home Products • Lowered costs by $270 million • Pharmacia • Helped with the generic line with patents came up

  10. Internal Analysis: Pfizer Inc. • Marketing • Effective, and largest sales force in the industry • $3.5 billion budget • 9,000 representatives • Targeted reach and frequency of doctors • Highly ranked by physicians • Training • 40 simulated calls • 30 second briefs • “Partner of Choice” • Biotech marketing • Bundle drugs for PBMs

  11. Internal Analysis: 2005-2006 • Merck & Co. Restructuring • Closed 5 manufacturing plants • Laid off 7,000 workers • Closed 3 of the smaller research labs • 2006 • Narrows research to the 9 areas of the world’s most critical health care challenges • Pfizer Inc. Cost Cutting Initiative • Save $4 billion over 4 years • Closed plants • Administrative cutbacks • Streamlining sales forces • 2006 • Sold their Consumer Healthcare Business • Spend $17 billion excess cash on future acquisitions • Spend $17 billion on buy back stock

  12. Internal Analysis: Recommendations • Invest more in R&D • Without drugs to sell, there is no business • Generics • Competitive advantage hard to sustain when patent is up, so go into generics more and keep getting profits • Merck & Co. • Marketing • Pfizer Inc. • No more mergers

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