Strategy in the twenty-first century pharmaceutical industry
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Transcript Strategy in the twenty-first century pharmaceutical industry
STRATEGY IN THE TWENTY-FIRST CENTURY
PHARMACEUTICAL INDUSTRY: MERCK & CO. AND
PFIZER INC.
MGMT 495
Summer 2011:
Kelly Bossolt
Marta Kovorotna
Sarah Smith
PHARMACEUTICAL INDUSTRY
Financial situation
Financial Forecasts
Global financial situation
Financial analysis for Merck & Co. and Pfizer Inc.
Industrial overview
External factors
Internal factors
Merck & Co. and Pfizer Inc. positions
Recommendations
GLOBAL FINANCIAL ANALYSIS:
Global Industry Forecast- 2010
Overall market projected to grow 4-6% exceeding $825 billion
Overall market sales projected to grow at a 4-7% compounded
annual growth rate through 2013
Pharmaceutical Market Trends 2010: http://www.pharmaceutical-drug-manufacturers.com/articles/pharmaceuticalmarket-trends-2010.html
GLOBAL FINANCIAL ANALYSIS:
Pharmaceutical Market by Region
5.70% 2.80%
Europe
12.70%
31.50%
US
Asia, Africa, Australia
Latin America
Canada
35.90%
FINANCIAL ANALYSIS: PRESENCE OF GENERICS
79 percent of FDA approved drugs have a generic version
available
69 percent of prescriptions dispensed are generics
The generic industry is currently worth $80 billion
Worldwide market for off-patent drugs is set to balloon to $520
billion in 2012, up from about $270 billion in 2006
The US Generic Drugs Industry Overview:
http://www.themedica.com/articles/2009/04/the-us-generic-drugs-industry.html
Pfizer Goes Generic:
http://blogs.wsj.com/health/2008/10/16/pfizer-goes-generic/
FINANCIAL ANALYSIS: PFIZER INC AND MERCK & CO.
PFE:
Dec 31, 2010
Dec 31, 2009
Dec31, 2008
Total Revenue
67,809,000
50,009,000
48,296,000
Net Income
8,257,000
8,635,000
8,104,000
MRK:
Dec 31, 2010
Dec 31, 2009
Dec 31, 2008
Total Revenue
45,987,000
27,428,000
18,502,000
Net Income
861,000
12,899,000
1,753,000
http://finance.yahoo.com/q/is?s=PFE+Income+Statement&annual
http://finance.yahoo.com/q/is?s=MRK+Income+Statement&annual
FINANCIAL ANALYSIS: PFIZER INC AND MERCK & CO.
Pfizer Inc:
Ability to service debt: EBITDA
25.48 Billion
Operating cash flow:
22.46 Billion
Merck & Co.:
Ability to service debt: EBITDA
7.01 Billion
Operating cash flow:
11.18 Billion
http://finance.yahoo.com/q/ks?s=MRK+Key+Statistics
http://finance.yahoo.com/q/ks?s=PFE+Key+Statistics
EXTERNAL ANALYSIS: OVERVIEW
2005 global pharmaceutical industry $602 billion
Increase in life expectancy
Rising income
Discovery of new drugs for major diseases
600 publicly traded pharmaceutical and
biotechnology companies - $1.5 trillion
1995-2005 pharmaceutical mergers and
acquisitions – over $1 trillion
Pfizer, GlaxoSmithKline, and Sanofi-Aventis
EXTERNAL ANALYSIS: OVERVIEW
Focus on therapeutic categories
Economic return
Diabetes, Alzheimer’s/memory, anti-aging
Increased efficiency
1983 the Orphan Drug Act: tax credits, research
grants. By 2006 - 280 drugs approved.
Propecia for male pattern baldness and Viagra for
erectile dysfunction.
The growth of biotechnology:
Positive cash flow
Lower up-front payments and high payouts
EXTERNAL ANALYSIS: OVERVIEW
For 20 years the U.S. granted patent protection
to new chemical entities vs. FDA patent 11-12
years on drug.
“Generic versions”, 1984 – Hatch-Waxman Act
Increasing competition – product reformulations.
Economical process for mass production.
EXTERNAL ANALYSIS: OVERSEAS VS. DOMESTIC
Europe
Regulatory approvals
Government power over
price; prescriptions
limitations
Local competition
Developing Countries
Challenging pricing
Limited access
U.S. Market
High price
Easy access: chain
stores, independent
pharmacies, food stores,
care facilities, mail
orders
Bargaining power of
wholesalers and
retailers.
Managed Care
Organizations (medical
care for employees)
Negotiating discounts –
moving market share.
Investing strategies
(university research)
INTERNAL ANALYSIS: OVERVIEW
R&D – Time & Money Saver
Every $1 increase in drug expenditure led to $2.11 decrease in
other health care spending.
100 prescription increase led to 16 less days in the hospital.
Manufacturing – 10% of costs
Difficult and requires expertise
Majority is outsourced
Counterfeiting costs $35 billion a year, and causes deaths
Marketing
Personalize medicine based on genetic profile
Direct to Consumer
Specific drug and illness treated
INTERNAL ANALYSIS: MERCK & CO.
Research Expert
Detailed biological and chemical drug profiles
Assess projects early
High FDA approval rate – 70% (Industry was 50%)
“Hire brilliant Scientists and let them follow their instincts”
6 major labs in the US and Japan
Smaller research labs in the U.K., France, Spain, Italy
Focus on Blockbuster drugs in all areas
“Discover new and better medicines through breakthrough
research and then demonstrate their value” – Ray Gilmartin,
CEO
Recruit top scientists
Decentralize R&D department
INTERNAL ANALYSIS: MERCK & CO.
Mergers
Science not size
Establish relationships with firms pursuing complementary
research
1999 entered into 10 alliances to complement its internal
R&D and stay competitive with new technology
Marketing
Undervalued, out of the loop, off target
Label is the product, not the molecule
Pfizer’s Lipitor
Switched to “key-franchise” management
Data- driven approaches
Assigned and organized a sales force to each top selling
drug
Increased marketing presence in clinical trials
INTERNAL ANALYSIS: PFIZER INC.
“Hunter, not a gatherer”
Merger maniacs
Research
$17 billion on R&D
12,000 researchers
9 major labs in the U.S., U.K., and Japan
Several satellite labs
Mergers
Warner-Lambert – Lipitor $89 billion
Hostile takeover after they merged with American Home
Products
Lowered costs by $270 million
Pharmacia
Helped with the generic line when patents came up
INTERNAL ANALYSIS: PFIZER INC.
Marketing
Effective, and largest sales force in the industry
$3.5 billion budget
9,000 representatives
Targeted reach and frequency of doctors
Highly ranked by physicians
Training
40 simulated calls
30 second briefs
“Partner of Choice”
Biotech marketing
Bundle drugs for PBMs
INTERNAL ANALYSIS: 2005-2006
Merck & Co. Restructuring
Closed 5 manufacturing plants
Laid off 7,000 workers
Closed 3 of the smaller research labs
2006
Narrows research to the 9 areas of the world’s most critical health
care challenges
Pfizer Inc. Cost Cutting Initiative
Save $4 billion over 4 years
Closed plants
Administrative cutbacks
Streamlining sales forces
2006
Sold their Consumer Healthcare Business
Spend $17 billion excess cash on future acquisitions
Spend $17 billion on buy back stock
RECOMMENDATIONS:
Invest more in R&D
Without drugs to sell, there is no business
Merck & Co.
Marketing
Pfizer Inc.
No more mergers
RECOMMENDATIONS:
Increase global presence by filling the 10/90 gap
How?
This can be done by increasing generic
pharmaceuticals that are affordable to the rest of the
world.
Why?
The market for generic pharmaceuticals is growing at a fast
pace, and with patents expiring, the competition will only
increase. It’s time to penetrate this market.