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  • Subject area(s): Marketing
  • Price: Free download
  • Published on: 14th September 2019
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  • Number of pages: 2

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On March 23, 2010, the Affordable Care Act (ACA) was signed into law by President Barack Obama. This act has been thought to influence the healthcare system of the United States, especially focusing on the delivery-system reforms.

The core idea has been regarded to be the costs' constraint and quality improvement. This approach consists of four categories. The first one concerns the changes in the payment way. This group includes the intentions to reduce medicare readmissions as well as hospital-acquired conditions by means of penalties. One more significant component is programs based on payments for hospitals and physicians for them to perform their work better. Moreover, bundled payments are to be created for a specified set care services. The next category is the changes in the organizational structure of the system. The innovation lies in forming accountable care organizations (ACOs). Their aim is to combine and coordinate ambulatory, inpatient, and post-acute care services in order to be responsible for the cost and quality of care.  Besides, primary care system also has undergone some transformation, such as creating Comprehensive Primary Care Initiative Program. The third category is based on the changes in workforce policy. This idea lies in making the primary care career more attractive and fashionable. The last one transformation involves rearranging government's contribution and interest in the healthcare system. An essential step has been taken by creating the Center for Medicare and Medicaid Innovation (CMMI) within CMS (Hamel, 2015).

All these planned innovations are likely to influence this very therapeutic class by means of gaining new opportunities for its implementation. The suggested medicament has demonstrated continued efficiency during the previous two phases trial. Based on the results, it is sure to become well-spread and well-known among the target audience.

At the time, Ozanimod has been tested in a phase three trial for RMS as a once-daily oral treatment. 'In its phase 2 trial for RMS, ozanimod not only was able to meet its endpoint (reducing the total number of MS lesions between the 12th and 24th week of treatment) but, more importantly, demonstrated a similar adverse event profile to placebo. Ozanimod, therefore, has the potential for best-in-class safety with a once-daily oral dosing' (Liang, 2016). Ozanimod has been expected to affect Celgene's future vastly, as the sales of this drug have been predicted to reach the peak between $4 billion and $6 billion annually. 'Ozanimod's two Phase III multiple sclerosis trials are expected to read out in the first half of 2017 with the potential to support an approval the following year. The combination of ozanimod's potential, along with management's guidance of $21 billion in revenues and $13 in earnings per share by 2020, makes Celgene a very attractive holding for the long-term investor' (Liang, 2016). Nowadays, marketers have been known to provide lots of tactics to support the brand's strategy.

Marketing technologies should be concentrated on arranging the methods of distributing information about the product among healthcare professionals, providing the customers as well as the medical staff with all the necessary scientific and educational informational about the product. Such strategies as customer relationship management (CRM) design, mobile technologies, and master data management (MDM) have been thought to be a core element of the whole marketing industry. To be more precise, CRM is focused on maintaining more informative and fruitful cooperation with the customer, based on the collecting information about the customer's needs and opportunities and marketplace trends. Mobile technologies are sure to implement new medical products more effective and profitable, providing an opportunity for a customer to find out the information by means of video presentation or video conference. MDM has been supposed to enable medical companies to determine their customer's audience and synthesize an essential data (Thompson, 2013). Ozanimod is foreseen to gain encouraging future. 'Our forecast for ozanimod is informed by our recent research into launch trajectories as well as the market environment and likely response in MS. Globally, the MS category will generate more than $20bn in revenue in 2015 and continues to grow at 6-7% despite significant slowing from the 15-18% growth in the last two years. We expect growth to continue in the mid-to-high single digits, with revenue reaching nearly $24bn by 2018 when ozanimod should launch. Typically, such launches achieve $450-500mm in sales in their first full year (likely to be 2019 for ozanimod) and then grow to $750mm- 1bn in year 2 and $1.5bn in year 3' (Cos, 2015).

Taking into consideration the analyzed surveys, results of the trial phases and forecast a conclusion can be made that ozanimod is sure to meet the needs of the consumers as well as those of the medical professionals. The significant point is that this product has successfully passed two trial phases and is undergoing the final examinations before being put into the public eye and the forecast has been expected to be satisfactory. It will not be an exaggeration to say that this innovative medicament is sure to demonstrate sufficient assistance in curing the patients with IBD.

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