How Much Should a Life-Saving Product Cost?

She has a strategy to increase her market share of the Epiden proved highly in 2006 and 2016, so the
product gained market share about in 90% in 2007 when Mylan first purchased the right to produce
Epiden around of the 95% in 2015 and early 2016. The total price of epinephrine product is $207 million
a year. And she exceeded in 2015, and 2016 a billion dollars.

How should marketers price life-saving products? That the controversy swirling around ready –
to – inject epinephrine treatments for life-threatening allergic reactions. In 2007 , Mylan bought the
rights to EpiPen, a long- established pharmaceutical product that many consumers and schools keep
handy in case of emergency. Mylan hiked the EpiPen price again and again , until a two-pack of injector
pens carried a list price of $609,dramatically higher than the sub-$100 price in 2007.

Because buyers must purchase fresh injectors every year , the steep price for a must-have
product sparked consumer outrage and triggered a government investigation. Under pressure, Mylan
priced at $300 and offered a savings card to help insured consumers cover the co-payment. The
company also paid $465 million to settle charges that U.S government programs had overpaid for EpiPen
products.

Although EpiPen has high brand awareness and high market share, thanks to branded and
generic EpiPen products, its market share has dropped from about 95 percent to about 71 percent as
competitors enter the market. CVS began selling a generic two –pack version of Adrenaclick for $110.
When the retailer offers a $100 coupon, the effective price is only $10. Kaleo recently launched its Auvi-
Q twin-pack of epinephrine injectors with a list price of $4,500, after retooling manufacturing to upgrade
quality . Kaleo also limits the consumers out –of –pocket cost to $360 per purchase, with some insured
consumers paying nothing for the injectors.

How do you think life saving products should be priced?

In 2007 the acquired the right market epiden as part of its acquisition of Meck in 2009, mylan began to
steadily increase the price of her product in 2009 the wholesale price is in the pharmacist paid was
$103.50 for two pack of autoinjection. By July 2013 the price was up to $264.50 and rose further more
75% which is $461 by the May of 2015, and By May 2016 the price will up again to $608.61, over the
year period the price of epiden had risen up to 500% in total