Scribd
Upload
168 views12 pages

BIOCON: Launching A New Cancer Drug in India: Click To Edit Master Subtitle Style

Biocon India is launching a new cancer drug called BIOMAb in India. BIOMAb is a monoclonal antibody for head and neck cancer that has shown success in phase 2 trials with no side effects. Biocon formed a joint venture called CIMAB to develop BIOMAb. There are advantages like being the first Indian company to launch a proprietary cancer drug, but also disadvantages of lack of experience in oncology. Biocon plans to price BIOMAb competitively at $3,000 per treatment and educate doctors through seminars to help gain market share for the new drug in India.

Uploaded by

Abegail Dmello
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
168 views12 pages

BIOCON: Launching A New Cancer Drug in India: Click To Edit Master Subtitle Style

Biocon India is launching a new cancer drug called BIOMAb in India. BIOMAb is a monoclonal antibody for head and neck cancer that has shown success in phase 2 trials with no side effects. Biocon formed a joint venture called CIMAB to develop BIOMAb. There are advantages like being the first Indian company to launch a proprietary cancer drug, but also disadvantages of lack of experience in oncology. Biocon plans to price BIOMAb competitively at $3,000 per treatment and educate doctors through seminars to help gain market share for the new drug in India.

Uploaded by

Abegail Dmello
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 12

BIOCON: Launching A New Cancer Drug in India

Click to edit Master subtitle style

9/16/12

Brief overview:
Biocon India was incorporated in November 1978 It was primarily an enzyme manufacturing company, and developed expertise in various fermentation processes In 1996 BIOCON decided to enter the pharmaceutical field:

The profit margin in the enzyme market was low. On the contrary the global biopharmaceutical company was a booming industry which was growing very rapidly.

However

there were two challenges:


9/16/12

Technological challenge

In

1996 BIOCON entered the biopharmaceutical market with the manufacture of the first generic drug: STATINS Statins kept the bad cholesterol under control Within 2-3yrs they developed a unique process to manufacture statins They entered the US market Made big profits Now since they succeeded with small molecules they decided to move to larger molecules 9/16/12

Why insulin??
Insulin India

had a large global market

accounted for 1/5th of the worlds global diabetic population in the fermentation processes gave them en edge over their competitors

Expertise

9/16/12

BIOCON

trials:

now needed to perform clinical

Therefore it formed the subsidiary clinigine in 2000 to perform the tests.

Next

BIOCON decided to move on to the production of proprietary drugs


Oral insulin

BIOCON

formed a joint venture with CIMAB

9/16/12

BIOMAb
Drug

for head and neck cancer Market size of BIOMAb is 1900 in India It stimulated the patients immune system to attack malignant tumor cells by blocking specific cell receptors

9/16/12

CIMAB

had performed the phase 1 tests and got the results for head and neck cancer patients were many advantages of moving into this new market:

There

Learn about the new mammalian tech. Chance to develop a new market First Indian company to launch a proprietary drug

The

disadvantages however were:

Lack of knowledge about the new tech New to dealing with mammalian cells Financial investment No experience in marketing oncology drugs.
9/16/12

When should we launch BIOMAb???

Launch a group of cancer generics first and BIOMAb later Build sales capability in oncology sector before the launch ofBIOMAb In the meantime initiate phase 3 testing BIOMAb has the following advantages Phase two results had shown a 100% success Did not cause side effect unlike its competitor Requires only 6 dosages whereas erbitux treatment period is indefinite Competitive price with better features would help gain market share and make up to some extent for loss of first mover advantage
9/16/12

Pricing
Initial

investment- $25,000,000 Market size- 1900 patients per year and this number is expected to rise. Suggested price-$3000 per dose and each patient needs 6 doses. Assuming that we have a 25 % market share initially we will take under 3 years to break even

9/16/12

Channel

9/16/12

Reason for our choice of channel:


The The The

dealers will have tie ups with doctors dealers will have the storage facilities

doctors will have added knowledge of the product and therefore will be in a better position to recommend it to the patient

9/16/12

Marketing Communication
Knowledge

sharing seminars for the oncologists. Tie ups have to be made with cancer institutes. Adequate use of website and consumer help lines for the patients The drug can be given to government hospitals at low prices as a CSR initiative.

9/16/12

You might also like