Medi-Cult: Pricing a Radical Innovation

Case Solution

Brian Rogers, Nirmalya Kumar
IMD ()

It highlights the problems associated with introducing an infertility product and procedure that will allow women to conceive without uncomfortable hormonal stimulation or dangerous side effects. To bring its product to market, MediCult, a small biotech company, has to deal with regulatory restrictions, larger competitors, and the challenges of launching a new product in local and global markets. The following questions arise: Should the product be priced according to its perceived value? Should MediCult follow a market penetration or skimming strategy when pricing the new product? How is contribution margin influenced when choosing a global, regional or multinational pricing strategy? What are the ethical issues in the price of drugs?

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