Multihance/Prohance Predictions

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Before I make my prediction, could you answer me this?

What's going to change to make this a better year for Multihance than 2005, 2006, 2007, 2008, 2009 and 2010?

New contracts? New indications/dosing per package insert? New strategies?

If not, my guess is that at the end of 2011, it will be little changed from 2010.
 


















Anonymous said:
Watch out for layoffs, prices declining everywhere and Bayer is coming with a new product to the market. Fun times for all!
Click to expand...

Oooh, a new product.

Tell me how well Lanteus is doing with their new MRI agent. There's a point where the marketplace gets innoculated to the next "me-too" product. Unless you can truly show a need that a new and truly innovative product can provide (as did the original nonionic contrasts, Isovue and Omnipaque and Magnevist for MRI), expect a collective yawn from the market when you launch another "new product".
 






Here's the quandry ... there is a simple way to increase market share.

Cut price. Works well, especially if your competitors are unwilling or unable to match your price breaks.

But if they do, all you do is reduce revenue. Sure sucks to increase your market share but make less profit at the end of all of it. And sometimes we fight for market share when we should be fighting for PROFITABLE business. Let your competitor shmuck deal with the low volume, wants "best price" and high-maintenance customer. I'd rather deal with the guy who respects a decent price, expects good service, but isn't as demanding as some little guy who thinks he's Mass General Hospital instead of Dr. Podunk's MRI Emporium.

Assuming that the production costs of the product (MRI contrast, widgets, whatever) are not able to be significantly reduced, then the company has to reduce other costs ... advertising, promotion, FIELD SALARIES, administrative costs (home office) ... and my bet is that the reductions come pretty well in that order.
 






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