Company

Pharmaceuticals is a start-up U.S. pharmaceutical company founded in 2015, specializing in the

development and manufacturing of innovative non-prescription drugs. At MYViS, we focus on customer
needs: convenient, quick and safe medications. Our first FDA approved product SAD-ANTX, an anti-
anxiety drug, is a fast-acting solution for social anxiety disorders without the long-term dependence or
negative side effects our competitors’ existing products.
Since our key differentiations are convenient, quick, and safe, we want our products to be available in
OTC market, providing easy access without the time and inconvenience needed to get prescriptions.
.
Competitors
Prescription
There are many known treatments available, marketed by large and well-established drug companies
who are already competing fiercely in the anxiety drug market. Their drugs are prescribed and usually
covered under insurance coverage, which makes a great challenge to our pricing strategy. However,
these products can have different effectiveness or severity of side effects between individuals, so it can
be time intensive and uncomfortable to try many drugs before the best-suited one for that customer.
Top anxiety Price per bottle Price per bottle Side-effects
prescribed drugs (30 tablets) - Generic (30 tablets) - Brand

Xanax $5 - 13 $110 - 116 Forgetfulness, feeling sad or

empty, lightheadedness,
Niravam $31 - 49 $115 - 120 shakiness and unsteady
walking, sleepiness or unusual
Zoloft $9 - 10 $280 drowsiness, headache,
stomachache.
Ativan $5 - 8 $663 - 690
Non-prescription & Alternative remedies
Currently, there is no OTC drug known to relieve anxiety symptoms. Other alternative remedies include:
Non-prescription & Alternative remedies Threat level

Vitamins and Natural Supplements
Medium to High threat: Vitamin supplements are
OTC, but unregulated. Very popular to higher-
income, health conscious customers seeking non-
Rx solutions, but studies show the effects are
often no more effective than placebos

Psychotherapy Low to Medium threat: safe and working but

expensive and time intensive to achieve results

Others: Yoga, Mediation Low to Medium: safe and proved to reduce anxiety
level, but usually take long time, can be pricey,
and inconvenient to busy schedules

Market segmentation, target customers, and positioning

1. Market segmentation
SAD sufferers: 15 million adults, men and women, worry about social and performance situations.
2. Target customers
- Working professionals and high achievers: they want to advance in their careers but struggle with
their social interactions, like meetings and presentations, due to their anxiety;
- Age: 30-44, both men and women: people in this age group have the largest portion of anxiety
population in the US, representing 35.1% of US Adults Population;
- Busy and high-pressure schedule, have 3 - 5 meetings per week: these people don’t have enough
time for long-term therapy or doctors appointments, thus they want a quick solution;
- Health conscious: they don’t want to take anti-anxiety drugs daily because of side-effects and serious
long-term complications (liver damage) that many anti-anxiety prescribed drugs currently have.
- Middle to Upper-middle income: they are willing to pay for OTC brand drugs as long as their needs
are met. However, if the drugs are too expensive, they will have to reconsider their purchase
decision.
3. Positioning
Positioning statement: For working professionals from 30-44 who are struggling with their career
advancement due to social anxiety, but don’t have enough time for long-term treatment,
References
https://www.business.com/advice/answers/question/how-many-client-facing-meeting-do-you-have-per-
wee/
https://www.adaa.org/about-adaa/press-room/facts-statistics
http://www.klinegroup.com/reports/brochures/y617b/factsheet.pdf
http://www.drugchannels.net/2016/12/new-data-show-prescription-profits.html
http://www.drugchannels.net/2016/12/new-data-show-prescription-profits.html
http://www.pharmamarketingplan.com/
https://www.goodrx.com/anxiety/drugs