Abstract

MARKETING STRATEGIES OF MYLANS BLOCKBUSTER PRODUCT EPIEPEN

P. Naveen*, S. Kalpana Devi and Dr. Vasudha Bakshi

ABSTRACT

The marketing of pharmaceutical product is always challenging, since the needs and demands are always unmet. In the last decade pharmaceutical companies are showing hike in the prices because of their enriched marketing strategies. The basic factors implemented into this are the increased drug use, the raised drug prices, lack of drug policy, stimulating generic penetration in the market, the reimbursement system and the clever marketing strategy of drug manufacturers. Marketing strategies of pharmaceutical manufacturers are various, depending on the type and patent protection of product. An epinephrine auto injector is a medical device for injecting a measured dose or doses of epinephrine (adrenaline) by means of auto injector technology. It is most often used for the treatment of anaphylaxis. Epipen is essentially the only product on the market right now, with 93% market share. This study focuses on how Epipen has gone from $100 for a two-pack in 2007 to $608 today and the various tactics used by the company to grab their customers.

Keywords: Marketing survey, Anaphylaxis, Auto injector.