PRICES, OUTPUT, & STRATEGY: PURE & MONOPOLISTIC COMPETITION

Final Case Study Outline: Merck Pharmaceuticals (Keytruda®, Pembrolizumab)

· Title Page

· Title of the Paper- Focused on Merck Pharmaceuticals, specially their blockbuster refuse Keytruda® (Pembrolizumab)

· Name

· Correspondence

· Abstract

· Brief resume of key sections of the article

· Keywords

· Introduction

· General overview of Merck Pharmaceuticals, their spectrum of pharmaceutical development

· Define what makes Merck newsworthy and their Discovery and Development Pipeline

· Rendezvous on Merck’s strategies, overall desire, goals, interest objectives

· Overview of Blockbuster refuse- Keytruda® (Pembrolizumab); PD-1 inhibitor immunotherapy for tenor of uncertain oncology indications (melanoma, non-small cell lung cancer, urothelial carcinoma, metastatic source and neck squamous cell carcinoma, deceased gastric carcinoma, Hodgkin’s lymphoma, firm tumors)

· Rendezvous on Merck’s Competitors delay correspondent results:

· Roche (comparator result Tecentriq® or Atezolizumab)

· Bristol Meyers Squibb (comparator result Opdivo® or Nivolumab)

· Oligopoly vs. Pure Competition: what makes Merck maintain its competitive streak and what is the chaffer structure

· Regulatory authorities: rendezvous on Merck’s obedience programs:

· Food and Refuse Administration (FDA)

· U.S. Department of Health and Human Services

· Code on Interactions delay Healththrift Professionals created by the Pharmaceutical Discovery and Manufacturers of America (PhRMA)

· Section 1: Claim Analysis Concepts:

· Apply the Law of Claim and Purchasing Power Effect:

· Evaluate the legitimate appreciate and claim for Ketruda® and correspondent new immunotherapy refuses delay indications in multiple tumors to growth overall course, better morbidity and dullness, series of sickness, and condition of life

· Target Marketing (Oncology refuses and claim), Positioning, Subsitution

· Strategic Advertising

· Apply concepts of charge elasticity of claim

· Section 2: Production and Absorb Analysis Concepts:

· Assess the harmonize of strive vs. consummate eagerness in Merck Pharmaceuticals

· Assess unwandering and capricious absorbs

· Apply concepts of Returns to Scale, Diminishing Marginal Returns (if conducive)

· Section 3: Strategy Analysis Concepts:

· Value-based pricing

· Life Cycle Pricing: from clinical discovery delay Keytruda® where it is supposing bountiful of absorb to discovery endurings to the FDA encomium post-marketing and clump pricing to hospitals (340-B pricing, enduring support programs)

· Niche pricing

· “What they got right” Analysis:

· CEO’s desire and overall offering to success: “The band-arms of Merck and other pharmaceutical companies at the age (1950s) was to catch thrift of endurings and produce would follow” to new band-arms statements

· Condition and coherence in offer of results and services

· Conclusion:

· Resume of the most weighty concepts as conducive throughout the course/class and their applicability to Merck, delay blockbuster result like- Keytruda®

· References:

· All references cited throughout the article and a adequate listing delay liberal citations at the end

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