Crisis Communication Case Study : Epipen Price Raise Essay

In period five, we introduced the line extension Allright; a 12-Hr muli-symptom relief capsule. We decided this extension would be successful, as the allergy market is very small and had an entrenched competitor. Therefore, while we were aware of potential cannibalization, we believed that the targeted market (retirees, empty nesters, and young singles) would have sufficient demand for our product. We also reasoned that this target was far enough removed from Allround’s to gain additional market share without taking any from Allround. However, this was not the case, as cannibalization was a pressing issue. Market share was gained at the expense of Allround.

Imagine this: you are tragically diagnosed with a chronic life-threatening illness. Your only hope to survive is through medication to treat your disorder. The medicine is pricy but you can work out the costs each month. One day, you go to fill your prescriptions and realize the cost of a $13 pill has jumped to an astounding $750. You need this patented medication to survive and to afford it you end up losing your home, filing for bankruptcy, and sleeping in your car. This story sounds fictional but it is the reality for many Americans who can no longer afford their grossly overpriced medications.

Crisis communication is the most important aspect of external and internal organization communication. This type of communication ranges from image restoration campaigns to employee turnover. In the articles that I have analyzed, I discovered many examples of crisis communications and its importance. I will discuss the Bridgestone-Firestone Corporation's image restoration campaign and explain Benoit's theory of image restoration. Also, I will discuss how crisis communications fits into public relations models. Two examples for discussion will be how supervisors should convey bad-news to their employees, and group communication within employee turnover. My last example for this discussion will be Bill Clinton's image repair discourse.

The current debate over the Mylan Company’s near monopoly of the epinephrine market through its EpiPen shows what can happen without monopoly regulation. While the cost to produce an Epipen is around $30, the price to the consumer is around $300 each. The economic implications for a family that needs to keep the device on hand to save a life can be excessively high, the emotional results of not having one when you need one are debilitating. This monopoly is further enhanced by state-enforced regulations requiring that schools keep EpiPens in stock and the, so-called, EpiPen law enacted in 2013, which leave little incentive for other pharmaceutical companies to develop their own technology for fast-acting emergency devices. (Bartolone, 2016) Breaking Mylan’s monopoly will not only lead to new product development but lower prices for consumers for a life-saving delivery

Recently, there had been a controversy over the rise in pharmaceutical costs involving the EpiPen in the United States. The EpiPen, also known as adrenaline/epinephrine, is a widely used injection that is used to treat allergic reactions. This generic drug has been available for many years. The EpiPen controversy is a prime example of how monopoly

Drug overdoses have quadrupled since 1999 and are still happening. Prescription drug crisis has caused families to not see each other anymore. Prescription drugs are overpowering the United States and need to be stopped. The crisis has gotten out of hand so bad that people are starting to change their living.

Crisis communication is fundamental to managing the preparation and response to an influenza outbreak. The purpose of this strategy is to define key actors, formulate pre-event messages and outline communications tactics to build trust and credibility between the public and organisations in the event of an influenza epidemic in Australia. Strategic crisis communications will guide the public, media outlets, healthcare providers, governments and other stakeholders to ensure an understanding of procedures and responses at local, state and national level. This is intended to facilitate immediate and ongoing communications and deliver an effective response to influenza in Australia.

You need epinephrine if you experience a severe asthma attack or a life-threatening allergic reaction (anaphylaxis). This injection can be life-saving. You should carry an epinephrine pen with you at all times if you are at risk for anaphylaxis.

The epipen, which is essential to people who suffer from extreme allergic reactions, has risen to about 600 dollars for a two pack, up from 100 when Mylan pharmaceuticals got hold of them in 2007. The CEO of Mylan Pharmaceuticals, Heather Bresch, tried defending the company by blaming the rise in prices on a broken Healthcare system. Epinephrine costs less than one dollar per milliliter. A single epipen has less than a third of that in it. The reason kids need epipens is because epinephrine must be given quickly and in the right dosage. Because the epipen basically has a monopoly and the product and insurance covers a large portion of the cost, Mylan can raise prices with little resistance. The company has recently announced that it will be

The device that was later called the EpiPen, an auto-injector with the intended purpose of delivering a precisely calibrated dosage of epinephrine without medical training, was created in 1974 and used by U.S. soldiers as a way to quickly treat poison gas symptoms on the battlefield. It was later approved for use with epinephrine, the trade name for adrenaline, for anaphylaxis. The manufacturer who gained the approval in 1987 was acquired by Pfizer and they sold the rights to the device to Merck. Mylan Pharmaceuticals purchased the marketing rights to the EpiPen in 2007 which at the time, cost about $57 each. Today EpiPens inflict pain on the patient who needs them with a price tag of more than $600 per pack of two. This is an increase of approximately 550 percent over a nine-year period. The cost of the device has become the object of intense scrutiny partially because it contains about a dollar’s worth of epinephrine which is used to treat anaphylactic shock and also because Mylan has a virtual monopoly on the device itself. Some experts claim the device known as the EpiPen costs only about four dollars to make. (Anaphylactic shock occurs when a person has a severe allergic reaction to a food or insect bite.) This is only the most recent in a series of similar events involving pharmaceutical companies. Mylan now finds itself under a very bright spotlight and is being held up as an example of “Big Pharma” taking advantage of those in need and an

Thank you for your feedback, it would be great but as Dr. Brenner have mentioned “If Camden can do it than other places will feel silly”. Just like the case with EpiPen I feel as though health care will do what is in their best interest which is to make money. Thankfully there is a generic version of EpiPen that is half the cost but still many unable to afford it. Hopefully in the near future there will be a law when no medication is out of reach, it is there to serve purpose and not make it harder to get.

In 1982, tragedy struck the Chicagoland area when several people died from taking Tylenol capsules laced with cyanide. Johnson & Johnson’s responsive recall of over 31 million bottles of Tylenol prompted a movement that made over-the-counter-medications in addition to millions of other consumer goods tamperproof. General Robert Wood Johnson’s credo— responsibility to the consumers, healthcare professionals, employees, community, then stakeholders, proved to be a moral compass for the organization (Markel, 2014).

After doing some research I found that epinephrine is mainly used to treat severe allergic reactions and heart problems. Epinephrine is used as a short acting drug that is useful in those emergency situations. Since it is a short acting supportive drug and it is still needed if the patient is in shock or due to causes other than heart disease, or is pregnant and when using epinephrine would cause the patient harm to

This year Mylan faced a lot of criticism from the consumers, the press and the government. Everybody was outraged with the increase of price of the 2pack-EpiPen to $608.00. Of the $608.00 Mylan receives $274.00

After a change in ownership of the parent company the price of the life saving drug has skyrocketed with a rise of over 500 percent since 2009. Mylan, the pharmaceutical company bought Epipen in 2007 at a time when the drug sold at pharmacies for less