Roche has dominated the cancer drug market since 2002. Roche has dominated the cancer drug market since 2002.
Over the recent past, Swiss drug manufacturer, Roche has witnessed increased competition from emerging companies in the pharmaceutical industry. Notably, its top-selling products such as cancer treatment that has been dominant since 2002 are projected to be out-competed by smaller emerging companies as well as mergers and acquisitions in the industry, for instance, Celgene Co. and Bristol Myers Squibb. Notably, studies show that the changing marketing models in the company promote lower-cost copies that are likely to cut billions of annual revenue from drugs such as Avastin, Herceptin, and Rituxan by 2022. Therefore, the company is shifting to a reliance on non-oncology drugs through one of the heads, Bill Anderson, reiterated that the company had not stopped cancer research. However, the report indicates that Roche's marketing communication in the discovery, development, and delivery of new cancer drugs face stiff competition from rivals such as AstraZeneca PLC, Pfizer Inc., and GlaxoSmithKline. Statistics from IQVIA indicate that from 2007 to 2017, cancer treatment clinical trials increased with more than 60% among pharmaceuticals. According to healthcare investor, Brad Loncar, Roche is losing leadership in cancer treatment with recent defeats coming from companies such as Merck & Co. that have shorter histories. Markedly, the business is failing due to the company’s strategy to conduct fewer more targeted cancer clinical trials that were defeated by Merck on the ground of what the rival invested in the project.
Clearly, Roche has issues in the marketing strategy and entry. The pharmaceuticals field has become a marathon where only the best marketing strategies will survive since even emerging companies are conducting clinical trials and drug manufacture. Markedly, reimbursement and market access have been major challenges for Roche in this intense competition. The company’s failure forms the basis for a strategic analysis of its market and marketing strategies in the modern shifting pharmaceutical industry. For other companies in this industry, the study will help in market structuring and overview, exploring best long and short-term marketing trends, and global market networking and forecasting to gain competitive advantage.
Clearly, Roche has issues in the marketing strategy and entry. The pharmaceuticals field has become a marathon where only the best marketing strategies will survive since even emerging companies are conducting clinical trials and drug manufacture. Markedly, reimbursement and market access have been major challenges for Roche in this intense competition. The company’s failure forms the basis for a strategic analysis of its market and marketing strategies in the modern shifting pharmaceutical industry. For other companies in this industry, the study will help in market structuring and overview, exploring best long and short-term marketing trends, and global market networking and forecasting to gain competitive advantage.
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