Medicines Writeup

... Purpose of the Report In Angiomax, the Medicines Company ("Medicines") has developed its first FDA approved drug for commercial sale to patients undergoing angioplasties. Yet this milestone may prove meaningless unless the Company can devise a profitable marketing strategy to launch its product and begin generating revenues. To achieve this goal, Medicines must determine Angiomax's optimal position, target market, pricing, promotion, and distribution strategy. In the long-run, however, even a highly successful launch of Angiomax may not provide enough revenue to cover the company's fixed costs and generate high returns demanded by investors. Indeed, long-term success calls for matching Medicines' strengths and resources with the specific products in its pipelines to ensure sustainable profitability. Recommendations To maximize profitability, we recommend that Medicines adopt the following roll-out strategy: * First target very high risk angioplasties by promoting primarily to research hospitals, and then expand in high-risk angioplasties at the 700 centers responsible for

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