Hoffmann-La Roche: Pricing the Zelboraf Melanoma Treatment for Canada Case Solution

Case Solution & Analysis for Hoffmann-La Roche: Pricing the Zelboraf Melanoma Treatment for Canada by Mark Zbaracki, Jedy Wang.

Complete Case details are given below :

Case Name :      Hoffmann-La Roche: Pricing the Zelboraf Melanoma Treatment for Canada
Authors :           Mark Zbaracki, Jedy Wang
Source :              Ivey Publishing
Case ID :           9B16M138 / W16552
Discipline :        General Management
Case Length :    12 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
The Canadian brand manager of Zelboraf had to decide how to introduce and price Zelboraf in the Canadian market. Zelboraf was a breakthrough discovery in treatment for melanoma cancer patients. Hoffmann-La Roche (Roche) began developing Zelboraf in 2005. During the clinical trials, the drug yielded such positive results in targeting late-stage (metastatic) melanoma cancer that Roche ended clinical trials early in order to expedite FDA approval and market launch. A competitor was developing a drug-Dabrafenib-that targeted the same segment of patients with B-RAF genes. It was unclear if this specific market segment could support two similar products. It was also unclear whether Dabrafenib’s Canadian market launch would affect the likelihood that Zelboraf got on the approved drug list to secure government reimbursement. The brand manager and her team also needed to determine the right price point for Zelboraf. Roche had to set a price that ensured profitability, but did not compromise Zelboraf’s competitive position.
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