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Propecia Case Analysis

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Submitted By nanditabansal
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Background:

Merck scientists identified a compound that could be used for the treatment of Male Pattern Hair Loss (MPHL) and the company planned to market it under the name of PROPECIA.

- PROPECIA prevents hair follicles from deteriorating, thereby preventing hair loss.

- PROPECIA is to be used only by men and can be extremely harmful for women, especially pregnant women as it can result in birth defects in the male foetus. In fact, women should be careful to avoid contact even with broken or crushed pills.

- As per the clinical studies, 83% of the men retained their current hair count and 66% experienced re-growth within a period of 1 year with the help of PROPECIA.

- PROPECIA took around 3 months to show substantial results and if stopped, any benefits would be reversed within a year.

- Although there were no major side effects, around 2% of the men in the study suffered from sexual side effects. Again, when the use of the drug was stopped, the side effects disappeared.

Given the psychae of the target customers, the current market conditions and the competition, the decision that lay ahead was to devise the launch strategy for PROPECIA.

target market:

The opportunity for this product was very vast as about 50% of the male population suffered from hair loss. Although there was quite a variation in the way men perceived the situation and their thought process behind dealing with the situation, the hair loss market accounted for $1.5 Billion in annual sales.

Prior to the launch of PROPECIA, the alternatives that were available and used by the customers included:

1. Hair Replacement Surgery which allowed patients to regrow their hair

2. Mechanical Solutions like wigs, weaves and toupees, made of real or synthetic hair that could be glued to the scalp or woven into existing hairs. This required regular…...

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