India: Marketing Yervoy for Prostate Cancer

Team bioLOGIC
Tuesday, November 15, 2011 - 6:30pm
MBiotech
Astra Zeneca Seminars. Tuesday, November 15, 2011, 6:30pm, Room IB335. All welcome!

By: Team bioLOGIC (Peter Le, Sandeep Sehgal, Hina Abbas and Jean Frederic Comeau)

Large population, rapid economic growth, and talented workforce at low costs have attracted multinational companies to India. Furthermore, economic development and increasing urbanization in India has led people to adapt unhealthy Western lifestyles, and thus heart disease and cancer incidences are on the rise. Low incidence rate of prostate cancer in India of 4.6/100,000 are observed compared to Canada (122/100,000); however, this number is likely underestimated due to the lack of regular prostate cancer screening programs. In the late 80s, governmental incentives promoting screening in the United States and United Kingdom resulted in sharp increases in the prostate cancer incidence rate. Therefore, screening for prostate cancer can increase incidence rates in under-diagnosed countries.

Team bioLOGIC proposes a marketing strategy to increase sales of Yervoy® by identifying a greater prostate cancer patient population in India through screening.  The strategy proposes a pilot-scale study in Delhi due to high prostate cancer incidence, high income-per-capita, small distance travelled to hospitals and cancer advocacy groups in this area. Upon successful proof-of-concept in Delhi, the model can be utilized for countrywide implementation. The presentation will identify key components of the Indian market and healthcare system, as well as a detailed strategy of how to increase sales of Yervoy® in India. Yervoy® has been created by Bristol-Myers Squibb, and it is undergoing phase III clinical studies for treating metastatic hormone resistant prostate cancer. 

Yervoy® has already been approved in the US and European Union for the treatment of metastatic melanoma.