MARKETING STRATEGIES IN THE COMPETITION BETWEEN BRANDED AND GENERIC ANTIBIOTICS
Clamoxyl in 1996
We are in France in October 1996. Sales of Clamoxyl have dropped by 30 % in three months since the CNAM has sent a letter to urge doctors to prescribe generic drugs instead of the more expensive (but therapeutically equivalent) branded drugs in order to reduce the deficit of the social security system.
As the Marketing Director of SmithKline Beecham Laboratories (SB), the laboratory that launched Clamoxyl in 1974, I wonder what I can do to reverse that trend or at least lose as little money as possible.
1. Analysis of the situation
1.1 Product
Clamoxyl was the first amoxicillin available in France. Because of its efficiency against the most common bacteria and its few side-effects, Clamoxyl had an immense success. And in spite of the loss of its patent protection in 1980, Clamoxyl was still the highest selling antibiotic in 1996. Actually, the progression of generics......
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Approximate Pages: 10 (260 words per double-spaced page) |