ENDEAVOR- the drug eluting stentby Medtronic

Presented By:Hari Arabind (12DCP-041)

Karan Garg (12DCP-048)Karthik Penmetsa (12DCP-052)

Mahitha Vasireddy(12DCP-062)Swathi Burugupalli (12DCP-115)

Avanti Tatiraju (12DCP-119)Uday Kiran (12DCP-120)

Utkarsh Nagar (12DCP-122)Vaibhav Agrawal (12DCP-123)

Ayush Jindal (12DCP-133)

INTRODUCTION

• Coronary Artery Disease causes the blockage of arteries that supply blood and oxygen to the heart.

• Surgical procedures like Bypass surgery is one of the options for treatment.

• Another option is non-surgical procedures such as Angioplasty.

• Angioplasty can be done by using a Bare-metal stent or a Drug-eluting stent.

SITUATION

• Duopolistic market as only J&J’s Cypher and BSG’s Taxus are there.

• Threat of new entrant in the form of Abbott Laboratories’ Xience V.

• Declining demand due to studies which state the threat of late stent thrombosis.

• Medtronic’s Endeavor needs a strong marketing plan for its launch, in order to grab market share.

SWOT ANALYSIS

STRENGTHS

• Consists of a new polymer mesh coating which reduces artery inflammation.

• Easier to insert into arteries as compared to other stents.

• 21% of the drug-eluting stent market share in Europe.

• Quick release of the drug, almost 95% in 10 days.

WEAKNESSES

• Less effective at keeping blood vessels wide open than Taxus and Cypher.

• New to the US market, so don’t have any experience regarding stent marketing.

• Follow-up safety studies are required, as suggested by FDA.

• Less effective and safe as compared Xience V, according to some physicians.

OPPORTUNITIES

• After getting FDA approval, have chance of entering the big US market.

• As for now, only two competitors are in the market.

• Increasing stent penetration rate within all PCI procedures.

• Have strong chances of grabbing the market share from Cypher and Taxus.

THREATS

• Well-established counter products in the market like Cypher and Taxus.

• Simultaneous entry of another product which is Xience V, which proves to be better.

• Reports which state the threat of late stent thrombosis.

• ‘Courage’ study conducted by scientists with the Veterans Affairs Department.

MARKETING PLAN

TARGET MARKET

• Target markets for Endeavor would be:

– the hospitals,

– the independent physicians, and

– the direct consumers.

HOSPITALS

• Promotional offers to Hospitals like Mount Sinai.

• The advantages of Endeavor over its competitors (Cypher and Taxus) should be stressed to the doctors and the hospital.

• Some of the major advantages:– Fast relief– Only 1% of the patients who have undergone

angioplasty suffer from late stent thrombosis

INDIVIDUAL PHYSICIANS

• Salespeople who meet the reputed physicians would emphasize the advantages of Endeavor.

• Collaboration with some physicians to promote the product.

• Lectures and presentations by Doctors like Dr. Samin K. Sharma would market the stent.

DIRECT CONSUMERS

• TV, Radio and Magazine Advertisements for awareness.

• The immediate relief they gain if they use these stents is portrayed in the commercials.

• Excerpts from interviews of patients who have used Endeavor.