Biocon

Should you wait for the phase three trials? Or launch it at the earliest? Elaborate your action plan.

Launching Biocon Immediately

Biocon had significant advantages over Erbitux.

* Impressive phase 2 results

* Phase 2 results showed 100% response in patients who used BIOMab in combination with radio and chemotherapy

* 80% responded to radiotherapy and BIOMab

* Unlike Erbitux BIOMab did not produce skin rash among patients because it was only 5% chimeric cells.

* BIOMab was of Indian origin since it was the first ever proprietary drug developed and marketed by an Indian firm.

* First mover advantage.

* Further research and phase3 trials can be continued and used for launching in different markets; also for international launch phase3 results are required.

* Sufficient results to get DCGI approval.

* Estimate of 20,000 people and falling into category of advance stage of cancer.

* Although BIOMab’s potential approval would be for head and neck cancer, off-label usage for other indications was common in India.

What is the market size for BIOMAb’s ?

From Exhibit 5 we can see that the incidence of Head and Neck cancer is 190,000 and the number of patients who can afford is 1900. Hence, the primary market is 1900.

The drug maybe used for other kinds of cancers in future after further research. From exhibit 5 we know that the total incidence of the various cancers types other than head and neck is 202219. And the total patients who can afford the drug comes to 5214 which is the market size.

Develop a launch plan detailing the price, channel & communication decisions

In developing the launch strategy for the product, we need to evaluate the 4Ps of marketing for the product. These are Product, Price, Place and Promotion.

Product: The details of the product are already known. BIOMAb is a proprietary drug to be launched by an Indian...