Foci Pharmaceuticals, a monopolistic rare disease company selling Nalparcin at $500K/patient annually, faces slowing US sales growth despite maintaining constant new patient numbers. Through exhibits revealing 40-60% adherence and 50% persistence rates, candidates must diagnose the problem and evaluate a $300M marketing campaign to improve these metrics, potentially generating $204M in additional margin benefit.
Key Insights:
- Revenue per patient declining despite flat new patient acquisition signals adherence/persistence issues rather than market saturation
- Daily medication requirement creates high-sensitivity revenue model where each missed pill = ~$1,370/day revenue loss
- Campaign ROI analysis requires structured approach tracking both existing patient cohorts (higher persistence risk) and new patient cohorts separately
- Candidate must recognize this is a monopoly market with limited addressable population (30K eligible patients), requiring patient lifetime value optimization
- Solution evaluation should consider not just direct financial ROI but broader implications for patient health outcomes and competitive positioning post-2024 exclusivity expiration