Medicult Case Study

1712 WordsMay 22, 20157 Pages
MEDI-CULT: Pricing Radical Innovation Final Exam Executive Economics AFE228 Facilitated by Deddy Herdiansjah, Ph.D Created By: Samuel Tanudjaya (March 15) Agenda  Company Background  What is IVF?  How IVF Work?  Benefits of MediCult’s IVM  IVM project’s Three-Pillars of Profit Model  Pricing Strategy  Launch Price  Qualitative Analysis  Quantitative Analysis  Recommendations 1987 MediCult was founded as a Danish entity based on pioneered SSR ® technology 1988 MediCult launch of Universal IVF Medium, Flushing Medium, and Sperm Preparation Media 1989 MidAtlantic Diagnostics Inc. was founded Company Background 1990 1996 The Company listed to Oslo Stock Exchange Humagen Fertility Diagnostic was founded What is IVF?  IVF stands for in Vitro Fertilization  Known also as Test Tube Method  A process by which an egg is fertilized by sperm outside the body: in vitro ("in glass"). The process involves monitoring and stimulating a woman's ovulatory process, removing ovum or ova (egg or eggs) from the woman's ovaries and letting sperm fertilize them in a liquid in a laboratory. The fertilised egg (zygote) is cultured for 2–6 days in a growth medium and is then implanted in the same or another woman's uterus, with the intention of establishing a successful pregnancy. How IVF Work? Benefits of Medi-Cult’s IVM The main benefit of IVM compare to traditional IVF is the elimination of phase 1 (hormonal stimulation) Patients  Significant reduction in time required for one cycle (from 30 days to 2 days)  Better able to endure the 3-5 cycles required to be pregnant, so that the chance to conceive higher  Reduce Side effect; Less stress and time lost in the process  Fewer visit to the clinic compare to IVF which require injection and monitoring Clinic and Doctors  The success

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