Competing in the Wet AMD Market: Visudyne, Macugen, Lucentis and Avastin

Published 27 Jan 2014
Reference 5718
Topic Marketing
Region Global
Summary

Lucentis, a forthcoming breakthrough drug against wet age-related macular degeneration (AMD), will be marketed by Genentech in the U.S. and Novartis in other countries. Lucentis will be competing with Visudyne, a drug commercialized worldwide also by Novartis, with Macugen from Pfizer, and with the cancer drug Avastin from Genentech/Roche, which is being used off-label in wet AMD at a cost of only $40-75 per injection compared with the $1,000-1,200 price expected for Lucentis.

Teaching objectives

New product pricing in a complex environment: consumer segments with widely differing price elasticities; multiple stakeholders (consumers, physicians, third-party payers); different country pricing and reimbursement and off-label regulations; global price interdependencies; product line positioning and pricing.

Keywords
  • pharmaceutical
  • pricing
  • market accessmarket access
  • off-label
  • new product pricing
  • product line
  • cannibalization
  • drug
  • Q21314
  • HMI
  • Pharmaceutical and Medical Device Sectors