PAPER BASED ON THE LAUNCH OF THE DRUG BELOW

Keytruda (pembrolizumab); by Merck; For the treatment of unresectable or metastatic melanoma, Approved September 2014

In this plan, you are expected to prepare a report which includes a description of the company launching the drug, the disease the drug is indicated for, the existing treatment options prior to the new drug approval (including basic information on clinical trial results, efficacy, side effects, and prices of the existing treatments), how the new drug may be better than the existing treatment options, and how you may price the new drug (directionally, more/less/same, compared to the current options) and the rationale for the pricing decision, marketing plan (which channels to focus on), and potential challenges facing the new drug (using the SWOT framework).

You may decide to focus on a subset, rather than on all the aspects, in the plan. If possible, include several Exhibits at the end, as in the case of Calkins article.

You can research company annual reports, published literatures on the disease and treatment options, FDA website and announcements, and press coverages on these new drugs. Be sure to properly reference all sources.