Mylan and the EpiPen
.docx
keyboard_arrow_up
School
East Carolina University *
*We aren’t endorsed by this school
Course
3115
Subject
Marketing
Date
Apr 3, 2024
Type
docx
Pages
2
Uploaded by AgentRiverAnteater30 on coursehero.com
1.
How do the cost increases of EpiPen affect quality of the product and access of persons who have potentially fatal allergies? The quality of the EpiPen changed when there was only one pen included for a reasonable price of $50 but Mylan changed their marketing to promote the need of two pens in a pack now, increasing the price. People with fatal allergies must always have their medicine on them and increasing the price of an EpiPen is very seriously like life or death. Overpricing medication that is needed for survival cannot be blamed solely on the healthcare system because EpiPen is the dominant brand in providing epinephrine for anaphylaxis and Mylan choose how much they market their product for. My brother has type 1 diabetes, so I understand the major frustration of not being able to get affordable medicine needed for survival. 2.
What was Mylan’s mission statement? What was the marketing plan Mylan employed with regard to EpiPen and what relationship (if any) did it have to Mylan’s marketing and
pricing of the EpiPen? Mylan’s mission statement was “helping people in small West Virginia towns and rural communities gain access to affordable medicine." The marketing plan was to target parents of children with allergies who were concerned about the safety of their children, more specifically to inform the public about the seriousness of allergies in children. Mylan’s marketing plan shifted to promote the need for not only one EpiPen but two, by depicting children whose lives were saved because they had success to the 2 pack. Shifting the focus on children with allergies made it possible for Mylan to lobby the school boards into requiring schools have EpiPens available in case of anaphylactic emergency. 3.
How did Mylan’s pricing of the EpiPen fit with the company’s position on corporate social responsibility? Mylan’s pricing of the EpiPen fit with the company’s position on corporate social responsibility by creating EpiPen4Schools program, in which the company would donate 4 EpiPens at no cost to a school each year. Mylan also offered a discounted rate to the schools when buying EpiPen’s in bulk or a deeper discount if you exclusively bought EpiPens only for the year. 4.
Was Mylan acting ethically with its marketing and price increases of EpiPen? Why or why not? I do not think that Mylan was acting ethically with both its marketing and price increases of EpiPen because they have no moral agent when using children’s allergies to get consumers to
buy their product. It is important to educate and make people aware of anaphylaxis but
increasing the price of this life saving medication is making it hard for families to even purchase enough pens to have for their child, let alone buying a new one every year. Other countries have provided the 2 pack EpiPen at an affordable cost, mostly due to their healthcare system, but the United States is the only country with the astronomical price tag. I believe that Mylan was acting in the way that all big pharma companies act, they take advantage of the fact that people rely on this medicine to live and in turn they charge whatever they want to make a profit for everyone involved. Following a code of ethics means
doing what is right and I do not believe that Mylan’s mission statement follows up with their actions of price increase and marketing.
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
- Access to all documents
- Unlimited textbook solutions
- 24/7 expert homework help
Related Questions
what is the Competitive pricing and Quality of vaseline intensive care body lotion?
arrow_forward
There are cracks in the foundation of Jessica's
house, and she's concerned that an
environmental hazard could get into the home
as a result. What substance is she thinking of?
mold
asbestos
PCBs
radon
arrow_forward
It is a mistake to think that product safety is only a concern in manufacturing. In fact, advertisers, salespeople, suppliers, manufacturers, and anyone else who occupies a marketing function should make product safety a high priority. In November, the maker of Tide and Pampers told consumers to throw out their Old Spice and Secret aerosol deodorants for possibly containing benzene. The company said it would offer refunds for more than a dozen Old Spice and Secret aerosol brands. Benzene is classified as a carcinogen that could cause leukemia and blood disorders. Based on exposure modeling and cancer risk assessments published by the Environmental Protection Agency, P&G said daily exposure to benzene in its recalled products -- at the levels detected during testing would not be expected to cause adverse health consequences. The personal care and consumer goods corporation stated that it has not received any reports of adverse events related to this recall to date. It said the…
arrow_forward
Explain the concept of residual risks and how any residual risks in products identified should be communicated to those involved in consultation. outline at least three ways that residual risk can be communicate??
arrow_forward
1. What is the importance of evaluating newly develop health care products in order to determine
whether the products should carry exiting brand names or whether they should be assigned new
brand names?
arrow_forward
Answer the following questions in relation to that product:
Aquaphor Baby Healing Ointment
Questions
(1) Describe the product that you have chosen
(2) Comment on the information provided on label (Informational or promotional)
(3) Based on how the product was displayed, what position do you believe it command in the market place (premium, discount, basic etc.)
(4) How does the price of the product compare to the prices of the other products in the category? Is it premium, on par, discount etc.)?
(5) Who is the product targeted to? Who is the target audience?
(6) What consumer need does the product satisfy
(7) Based on the image of the product portrayed in its advertising, does the package support its image and price? Explain
(8) What marketing activities are used to promote the product in the store or otherwise
(9) What marketing activities are used otherwise to promote the product generally?
(10) Based on the information you have collected and your…
arrow_forward
What are epistemic risks and non epistemic risks and examples of each.
arrow_forward
What does the term "FMS option" precisely mean and what is its significance?
arrow_forward
how is accidental medical events handled in risk managment
arrow_forward
CASE: Ethical Advertising?
A hospital has placed billboards throughout the region with the following statement: “Are You a Victim of Sexual or Domestic Assault? Come to Warman Center Where We Will Treat You Immediately. Our Staff of Counsellors and Providers Have Received Special Sensitivity Training in This Area. You Are Our Main Concern.”
A twenty-five-year-old college student presents to the Warman Center’s emergency department stating, “My boyfriend assaulted and raped me and I need help.” The registration clerk notices that there are fresh bruises and bleeding on her face, neck, and arms. The student fills out registration information and is asked to sit in the waiting room.
Several hours pass. The young woman approaches the registration clerk and states, “I am really scared. I have pain. I am terribly upset about what has happened to me, and I just can’t sit here any longer.”
The registration clerk responds, “Haven’t you seen all the ambulances come in? We have patients with…
arrow_forward
Warthog Industries has recently developed an anti-acne product called Zit Hit. Warthog intends to market this obviously fine product by email order only. Warthog is considering purchasing the email list of the 30,000 members of Justin Bieber’s fan club. The company provided 400 emails from the list for Zit Hit to try out. An email advertisement was sent to these 400 individuals and the company received orders for 2,000 tubes of Zit Hit for an average of 5 per email with a sample standard deviation of 2 tubes.
a. What is your forecast for the total demand for Zit Hit which will result from emailing the advertisement to all 30,000 fan club members?
b. Construct an 95% confidence interval around your forecast.
arrow_forward
With many types of warranties. Which ONE do you believe is most important? Defend your decision by including at least three points in support.
arrow_forward
Why does labeling fraud relate to business ethics and what are the impacts and consequences of labeling fraud?
arrow_forward
A customer reported finding a severed human fingertip in soup purchased from Aduane Pa Restaurants. The soup package was purchased as a take-out order. Your company has several quality controls in place to prevent accidents like this. The Ghana Police Service is investigating. The customer has taken pictures and posted them all over the Web and made both libellous and slanderous comments against your company in media interviews and blogs. As the Public Relations Manager of Aduane Pa Restaurants, it has become necessary that you issue a press release to the media and your customers to correct any wrong impression that is being peddled around by the said customer. Prepare a one page press release
arrow_forward
What is Consumer Product Safety Commission?
arrow_forward
What does the term "FMS option" mean?
arrow_forward
how are conditions of patricipations relevent in healthcare risk managment
arrow_forward
generate a short note on the below topic
Identification of possible risks (Classification of risks)
arrow_forward
Women sue Apple, claim AirTags helped exes stalk them
Apple has been sued by two women who said its AirTag devices have made it easier for former partners and other stalkers to track down victims.
Starting at $29 US ($39 Cdn), AirTags are 3.2 centimetres in diameter and intended to be slipped into or attached to keys, wallets, backpacks and other items so people can find those items when they are lost.
But privacy experts and law enforcement have said some people use AirTags for criminal or malicious purposes.
In the proposed class action filed on Monday in San Francisco federal court, the women said Apple has been unable to protect people from unwanted tracking through AirTag since launching what it called the "stalker-proof" device in April 2021.
The plaintiffs called AirTag "the weapon of choice of stalkers and abusers." Their lawsuit seeks unspecified damages for U.S. owners of iOS or Android-based devices who were tracked by AirTag or are "at risk" of being stalked because of…
arrow_forward
You are launching a new product on the market.
Please analyze the situation and possibilities
Situation and PEST analysis
arrow_forward
Analyze the buyer decision process for a pet insurance customer.
arrow_forward
Imagine you run a small apparel shop in rural India and positive about sales of T-shirtthis year (2021) due to good monsoon. You ‘signed a contract’ with manufacturer to buy 100T-shirt of four different colors of equal numbers at Rs 200 each and paid advance 5000 Rs forit. Manufacturer supplied all the T-shirt of same color. Discuss the remedy you have in yourhand against the manufacturer.
arrow_forward
There are many products out in the market. As a citizen, should labels be incorporated in the packaging of consumer products containing nanoparticles? Why or why not? What suggestions (at least 2) can you offer to manufacturers based on lessons learned from your module?
arrow_forward
SEE MORE QUESTIONS
Recommended textbooks for you
Principles Of Marketing
Marketing
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Pearson Higher Education,
Marketing
Marketing
ISBN:9781259924040
Author:Roger A. Kerin, Steven W. Hartley
Publisher:McGraw-Hill Education
Foundations of Business (MindTap Course List)
Marketing
ISBN:9781337386920
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing
ISBN:9780134149530
Author:Gary Armstrong, Philip Kotler
Publisher:PEARSON
Contemporary Marketing
Marketing
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Cengage Learning
Related Questions
- what is the Competitive pricing and Quality of vaseline intensive care body lotion?arrow_forwardThere are cracks in the foundation of Jessica's house, and she's concerned that an environmental hazard could get into the home as a result. What substance is she thinking of? mold asbestos PCBs radonarrow_forwardIt is a mistake to think that product safety is only a concern in manufacturing. In fact, advertisers, salespeople, suppliers, manufacturers, and anyone else who occupies a marketing function should make product safety a high priority. In November, the maker of Tide and Pampers told consumers to throw out their Old Spice and Secret aerosol deodorants for possibly containing benzene. The company said it would offer refunds for more than a dozen Old Spice and Secret aerosol brands. Benzene is classified as a carcinogen that could cause leukemia and blood disorders. Based on exposure modeling and cancer risk assessments published by the Environmental Protection Agency, P&G said daily exposure to benzene in its recalled products -- at the levels detected during testing would not be expected to cause adverse health consequences. The personal care and consumer goods corporation stated that it has not received any reports of adverse events related to this recall to date. It said the…arrow_forward
- Explain the concept of residual risks and how any residual risks in products identified should be communicated to those involved in consultation. outline at least three ways that residual risk can be communicate??arrow_forward1. What is the importance of evaluating newly develop health care products in order to determine whether the products should carry exiting brand names or whether they should be assigned new brand names?arrow_forwardAnswer the following questions in relation to that product: Aquaphor Baby Healing Ointment Questions (1) Describe the product that you have chosen (2) Comment on the information provided on label (Informational or promotional) (3) Based on how the product was displayed, what position do you believe it command in the market place (premium, discount, basic etc.) (4) How does the price of the product compare to the prices of the other products in the category? Is it premium, on par, discount etc.)? (5) Who is the product targeted to? Who is the target audience? (6) What consumer need does the product satisfy (7) Based on the image of the product portrayed in its advertising, does the package support its image and price? Explain (8) What marketing activities are used to promote the product in the store or otherwise (9) What marketing activities are used otherwise to promote the product generally? (10) Based on the information you have collected and your…arrow_forward
- CASE: Ethical Advertising? A hospital has placed billboards throughout the region with the following statement: “Are You a Victim of Sexual or Domestic Assault? Come to Warman Center Where We Will Treat You Immediately. Our Staff of Counsellors and Providers Have Received Special Sensitivity Training in This Area. You Are Our Main Concern.” A twenty-five-year-old college student presents to the Warman Center’s emergency department stating, “My boyfriend assaulted and raped me and I need help.” The registration clerk notices that there are fresh bruises and bleeding on her face, neck, and arms. The student fills out registration information and is asked to sit in the waiting room. Several hours pass. The young woman approaches the registration clerk and states, “I am really scared. I have pain. I am terribly upset about what has happened to me, and I just can’t sit here any longer.” The registration clerk responds, “Haven’t you seen all the ambulances come in? We have patients with…arrow_forwardWarthog Industries has recently developed an anti-acne product called Zit Hit. Warthog intends to market this obviously fine product by email order only. Warthog is considering purchasing the email list of the 30,000 members of Justin Bieber’s fan club. The company provided 400 emails from the list for Zit Hit to try out. An email advertisement was sent to these 400 individuals and the company received orders for 2,000 tubes of Zit Hit for an average of 5 per email with a sample standard deviation of 2 tubes. a. What is your forecast for the total demand for Zit Hit which will result from emailing the advertisement to all 30,000 fan club members? b. Construct an 95% confidence interval around your forecast.arrow_forwardWith many types of warranties. Which ONE do you believe is most important? Defend your decision by including at least three points in support.arrow_forward
arrow_back_ios
SEE MORE QUESTIONS
arrow_forward_ios
Recommended textbooks for you
- Principles Of MarketingMarketingISBN:9780134492513Author:Kotler, Philip, Armstrong, Gary (gary M.)Publisher:Pearson Higher Education,MarketingMarketingISBN:9781259924040Author:Roger A. Kerin, Steven W. HartleyPublisher:McGraw-Hill EducationFoundations of Business (MindTap Course List)MarketingISBN:9781337386920Author:William M. Pride, Robert J. Hughes, Jack R. KapoorPublisher:Cengage Learning
- Marketing: An Introduction (13th Edition)MarketingISBN:9780134149530Author:Gary Armstrong, Philip KotlerPublisher:PEARSONContemporary MarketingMarketingISBN:9780357033777Author:Louis E. Boone, David L. KurtzPublisher:Cengage Learning
Principles Of Marketing
Marketing
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Pearson Higher Education,
Marketing
Marketing
ISBN:9781259924040
Author:Roger A. Kerin, Steven W. Hartley
Publisher:McGraw-Hill Education
Foundations of Business (MindTap Course List)
Marketing
ISBN:9781337386920
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing
ISBN:9780134149530
Author:Gary Armstrong, Philip Kotler
Publisher:PEARSON
Contemporary Marketing
Marketing
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Cengage Learning