P
ProHub
English 简体中文 繁體中文
Easy New Product Launch

Stick A Needle In My Eye

#Healthcare
ProHub Comment

This case tests the candidate's ability to balance quantitative pricing analysis with qualitative stakeholder management. The key insight is recognizing that numerical market attractiveness can be undermined by end-user resistance, particularly from nursing staff who are critical to product adoption. Strong candidates identify that the 65% negative feedback from nurses should override the positive sentiment from other stakeholders.

Estimated Time 15 minutes
Difficulty Easy
Source Wharton
50 / 100
VaxCo, a leading vaccine manufacturer, has innovated a hybrid method of vaccine delivery, where instead of using a vial for storing the vaccine and a syringe for injecting it, a vial with a needle would be used to both store and inject the vaccine by a nurse. VaxCo has hired us to understand whether a market exists for such a product, and how to price it.

Clarifying Information

  1. VaxCo has spent $5M in R&D for this hybrid method. The method is ready, and is patented
  2. VaxCo is yet to obtain regulatory approvals from medical agencies for this hybrid method
  3. Currently, VaxCo only manufactures vaccines and the vial it goes in, and has no syringe manufacturing experience, but with suitable investments, has the capability to manufacture the needled vials in-house
  4. Typically, vaccines are administered to the patients via syringes by nursing staff. Doctors take up that responsibility in rare instances