The Medicine Company Case

1. Angiomax Worth
Objectively Angiomax could act as a ground-breaking drug since it nullifies major of the
defects of the Heparin and at the same time it reduce the risk for highrisk patient which
account for 50% of the patient that undergo angioplasty. As of 3.5 million coronary care
patients received Heparin dose as method of treatment if Angiomax could cater to the
needs of the High-Risk patients it would be success. As for its worth considering a cost of
$40 dollar per dose and an average patient requiring 2 dose and considering it could cater
needs of 50% high risk patient its results in an annual sale of $350 Million in the initial years.
And as more patients starts to use its it market going to expand, and it could be worth
around 500-600 million

2. Hospital Willingness to pay

Hospital are the final steps towards the acceptance and usage of a drug in healthcare
business. Hospital needs to bear the additional cost that occur if there is any complication
in the procedure and additional cost of the complications due to use of Heparin is very high
when compared to replacement of dosage of Angiomax therefore, Angiomax makes
economic sense and very high changes of geeting approved by the Hospital.

3. Angiomax Adoption
The Medical Company went ahead using the regular route that used by most medicine
company to market their product that is by having sales associates which have contacts in
the industry in which they are targeting and proving gifts and vacations to the doctors for
recommending their product but at the same time it unethical because the company is
clouding the judgement of the doctor and risking the life of the doctor. Using this strategy
company would be able to reach a large number to potential customers and hospitals

4. Company Model
The Medical Company is a high risk model since its requires company to acquire drugs
whose development was halted by other companies in between and as it can be seen in
the case that IS-159 failed to result into any product due to its economic in viability. With
Anginomax one the major factor was it was already in phase 3 clinical trials therefore many
of it’s result where know and company only needed to go about identifying its additional
benefits. But as it can be seen that its very rare that drug development be halted after
phase 3 trials. Company Model seems unfeasinle.