Medical Diagnosis

Jun 21st, 2015
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University of Louisiana at Lafayette
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Maurice was diagnosed with Asperger’s Syndrome, a high functioning autism spectrum disorder, at the end of his 10th grade year, which is comparatively late as most children are diagnosed at 7 or 8 years old. The District of Columbia Public Schools (DCPS) refused.

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EMBA INTAKE IIDATRILCase StudyPrepared by: Rahul Pathak18 May 20121. BACKGROUNDThis is a case study on Datril, a new non-prescription acetaminophen drug, about to be launched in the Spring of 1975.2. PROBLEM RECOGNITIONA lack of consensus afflicted Bristol-Myers strategy on 1)how to position Datril towards the public and 2)how to price and promote it. Bristol-Myers needed to not only recognize, but also visualize the impact of these issues prior to the launch. Challenges at multiple levels ranged from whether to promote Datril as a direct point of sale towards the consumer. The impact this would have on the market share of Bristol-Myers other aspirin-based analgesics. The measure of success in leveraging on familiarity and trust that the consumer felt with the Bristol-Myers name and its existing portfolio of aspirin-based drugs. The ratio of increase in revenues to the cost of advertising, based on the decision to go direct. Most of all, whether to take on this strategy, different from that of the only other acetaminophen-based drug Tylenol. Or, to adopt the traditional and more conservative route as that of Tylenol and promote Datril towards the trade only. Last but not the least, set a level of price that would allow Datril to compete with Tylenol, given a like for like functionality.3. OPTION LISTINGA test market situation provides a first glimpse, but it is not akin to the real environment where a possible element would be

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