Propecia - Helping Make Hair Loss History

1009 WordsSep 18, 20115 Pages
Case Overview: November 1997, Tom Casola, PROPECIA brand manager for Merck planned to launch with regulatory changes by the FDA in two months (likely launch Date: January 1998) PROPECIA (Expected FDA approval December 1997) represented a major breakthrough in the treatment of Male Patter Hair Loss (MPHL) “balding”. Merk’s 1st consumer-driven product (prescription needed) Direct-to-Consumer Ads key to building demand PROPECIA (Finasteride) originally developed for treating enlarged prostates at a 5mg dose vs 1mg for MPHL. Works by blocking the conversion of testosterone into DHT = stops the deterioration of follicles Benefits: • 83% of participants maintained current hair count • 66% of men experienced visible re-growth within the first…show more content…
would?), so they have to be different and aggressive to compete with Rogaine’s 95% brand awareness. Any chance Propecia could be approved for OTC?? 3. What message should Propecia covey to potential customers? How does this message affect the retention of patients? • FDA approved • daily pill instead of a lengthy application 2x/day, • cheaper than surgery and potentially more effective (as long as you start early) 4. What role does a physician play in this context? Is the role different for conditions such as high cholesterol, high blood pressure or diabetes? How much detailing effort is necessary? Please justify your answer anticipating management concerns. They physician fills-out the prescription and should reiterate that the drug is safe for consumption. Role is different with other afflictions/drugs as the Doctor is usually making the diagnosis / recommendation. Balding is consumer-driven and not something a Doctor would typically

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