Pepcid analysis

Furthermore, heavy users are likely to be early adopters of the new offering and tend to be opinion leaders, which will set the tone for the customer perceived value of the product Behavioral market research also revealed that patients that used prescription H2 receptors antagonists learned that with regular use of the medication they could prevent the onset of heartburn.

How should I take Pepcid.

Pepcid AC Case Study

Throw away any unused liquid that is older than 30 days. At one time JJM had conceded the first-to-market slot SmithKline Beecham due to the recent decisions of the advisory board they had an opportunity to be first-to-market. If they choose the second option, they would also need to decide whether to request approval for both claims or just the treatment claim.

Pepcid AC positioned itself as three important things: Cholestatic jaundice, hepatitis[ Ref ] Hypersensitivity Rare 0.

Case Analysis Pepcid Ac Racing to the Otc Market

This approach is believed to be the easier path to achieving approval, when compared to pushing for approval of both treatment and prevention claims. Prescription heritage of Tagamet is not deemed as important since it scored near the bottom of concept tests.

In preparation for the filing with the FDA, JJM conducted clinical studies to support the claims of prevention and treatment of heartburn. Muscle cramps Frequency not reported: Therefore, a marketing campaign primarily targeting these users is a natural course of action.

Ramping up production and shipments to distribution centers and retailers is a massive effort. How should I take Pepcid.

Priced higher than traditional antacids Takes longer than traditional antacids to start acting Higher cost than Tagamet due to license fees Opportunities: Finding a series of doctors who would be able to push the product is the largest problem.

Store at room temperature away from moisture, heat, and light. The most important position in the OTC market is the first to enter. Conversely, SmithKline adopted a different strategy, claiming only treatment efficacy.

JJM has already conducted sufficient clinical studies supporting both indications. If priced too low, Pepcid AC could present a significant cannibalization risk to Pepcid.

Therefore, a marketing campaign primarily targeting these users is a natural course of action. Another variable in this equation was the dual claim indication that JJM is planning to file. Although results from BASESII market research support that treatment only claim is the most important one for product positioning, concept tests and focus groups support the notion that prevention and treatment together are more important.

Use Pepcid exactly as directed on the label, or as prescribed by your doctor.

Pepcid AC: Racing to the OTC Market Harvard Case Solution & Analysis

Rhabdomyolysis, musculoskeletal pain[ Ref ] Psychiatric When patients obtained follow-up, psychic disturbances were found to be reversible. What should I avoid while taking Pepcid. Pepcid side effects Get emergency medical help if you have any of these signs of an allergic reaction to Pepcid: JJM has already conducted sufficient clinical studies supporting both indications.

What happens if I overdose. Therefore, marketing campaigns during this period will need to be massive. Famotidine works by decreasing the amount of acid the stomach produces. The main point of entry for Pepcid AC would be educating the public on the H2-receptor antagonist prescription drugs, the reduced number of pills needed, and the difference between market-standard Tegamet and new Pepcid AC.

Pepcid may also be used for purposes not listed in this medication guide. It is essential for them to be the first into the OTC market so they can capitalize on the protection of their patents for as long as possible and capitalize on market share, simultaneously conducting the required research to get the prevention claim at a later date.

Tagamet was running head-to-head with Pepcid, trailed by Axid and Zantac, which appeared not to have the same level of conviction to becoming first to market.

Convenient 1 tablet dosage Last longer than traditional antacids Indicated for both treatment and prevention of heartburning versus treatment only claim of Tagamet.

Doctors were finding that traditional antacids were easier to sell because they already had an established reputation in the household. Chest tightness, prolonged QT interval Frequency not reported: Seek emergency medical attention or call the Poison Help line at Hypersensitivity reactions, anaphylaxis [ Ref ] Respiratory Frequency not reported: In pursuing this alternative course of action, JJM would be sacrificing their key point of difference and diminishing the value proposition of the product.

Learn about the potential side effects of Pepcid (famotidine). Includes common and rare side effects information for consumers and healthcare professionals.

The problem Pepcid AC faced in its initial entry into the market was direct competition from competing products that, together, took almost all market share. Find patient medical information for Pepcid Oral on WebMD including its uses, side effects and safety, interactions, pictures, warnings and user ratings.

Compare Pepcid AC vs. Pepcid Complete, which is better for uses like: Heartburn, GERD and Reflux. Compare head-to-head ratings, side effects, warnings, dosages, interactions and patient reviews.

Patients rated Pepcid Complete /5 over Pepcid AC /5 in overall satisfaction. Find patient medical information for Pepcid AC Oral on WebMD including its uses, side effects and safety, interactions, pictures, warnings and user ratings.

SWOT Analysis: We Strengths Lack of Experience (Prescription to OT Product Differentiation (Long-lasting. fewer side-effects. Companies are well known pharmaceutical giants OTC antacids High barriers to entry – FDA approval process Generic substitutes once Pepcid’s patent Challenging regulations in the industry expires Threat of New Entrants MEDIUM.

Pepcid analysis
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Pepcid AC Case Study - New York Essays