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.
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