Evaluatin Strategy for Candidates drug and implementation to product D : MBA-thesis in marketing

Sammanfattning: Biovitrumis is one of the larger biopharma companies in Euprope and conducts research in different niche areas. One of the interested areas for Biovitrum is Exocrine Pancreatic insufficiency. Biovitrum has a candidate drug (product D) in early development process for treatment of. Exocrine Pancreatic Insufficiency. The Drug development is a long, complicated and costly process. Therefore, it is very important for managers to know the commercial value of a future drug. The purpose of this report is to develop a model for evaluation of candidate drug in early development phase and analysis of market potential for product D for treatment of Chronic pancreatitis. Chronic pancreatitis is disease within sub group of Exocrine Pancreatic Insufficiency. The deductive reasoning approach and quantitative data is used in this report. Only secondary data is collected for this study. The sources of secondary data are research papers, Google Pub-Med database and consultant companies. A new model is developed for evaluation of candidate drug .This model can analyse the market potential, unmet medical need, and calculate net present values. This study shows that there is unmet medical need in chronic pancreatitis. The result also shows that product D has comparative advantages over present products in the market and future competitors. The product D can full fill the unmet medical need for treatment of Chronic pancreatitis