Children’s ASPIRIN Essay

In 1986, FDA adopted a preliminary rule requiring aspirin manufacturers to add warnings to product labels about the possible association between aspirin use and the development of Reye’s syndrome. The permanent rule became final in 1988, and the labeling reads: Children and teenagers should not use this medicine for chicken pox or flu symptoms before a doctor is consulted about Reye’s Syndrome, a rare but serious illness. Until now, some questions about the relationship between aspirin and Reye’s syndrome still remain. Although figures show that 90 to 95 percent of Reye’s syndrome patients in the United States have taken aspirin during a preceding viral illness, it is estimated that less than 0. 1 percent of children having a viral infection and treated with aspirin develop the syndrome. Are other factors involved? Apparently so. Reye’s syndrome has always been a puzzling disease and the research on possible causes has been hampered because no one can come up with a simple specific diagnostic test for the syndrome. The waters are further muddled by the existence of at least 19 viruses, including the chicken pox and flu viruses, which cause infectious illnesses that can precede Reye syndrome development. Some experts have proposed that Reye’s syndrome develops from the interaction of a viral illness, genetic susceptibility to the disease, and exposure to chemicals. Soumerai, Ross-Degnan, and Kahn (1992) tell the story of the virtual disappearance of Reye’s Syndrome over a short period. Their narrative shows how debate in the scientific community and the health policy community was played over media outlets. The attention over both professional and, particularly, public communication channels were closely associated with the decline in disease incidence. They make a convincing case that the decline was not primarily associated with the timing of declared changes in policy or particular recommendations made to physicians, or even with the warnings placed on aspirin bottles. Rather, the decline followed immediately on increased coverage on these issues in the mass media. This is sensible, because much use of aspirin was independent of visits to physicians, and thus would be most sensitive to sources of change in public knowledge. Although there are no empirical studies that determine the link of aspirin and Reye’s Syndrome, Bayer should take this controversy seriously by doing research about it in order to finally lay this issue to rest. If Bayer proves that there is indeed no link between RS and Aspirin, it will be a positive feedback for the company and it will surely gain more support from the consumers. 8. ) What is the product strategy that Bayer is using as far as the placement of aspirin globally? Would you suggest something else? Since the early 80s, Bayer’s Children’s ASPIRIN business had been continuously falling downwards spiral. This scenario occurred when the US medical community suggested that there is an associated link between the consumption of children’s aspirin and the occurrence of a dangerous condition in children known as Reye’s Syndrome. Though the link was never proven, Bayer acted responsibly to the public relations crisis by self-imposing a worldwide ban on all promotion and advertisement of Children’s ASPIRIN in 1988. In the years that followed, Bayer had not fully reconsidered its strategy for Children’s ASPIRIN, nor had it considered introducing other analgesic products for children. For years, Zander had wanted to conduct a brand audit to determine the future of ASPIRIN in the children’s segment. But the project always fell behind something more pressing; given this new wave of publicity, it seemed like the time for the audit was now or never. Incidentally, with the decline within the children’s segment, there had been new discoveries opening other business opportunities. In 1985, the medical profession revealed that aspirin is effective in the prevention of heart attacks and strokes. As the prevention market developed, Zander and other managers at Bayer realized that an increasing percentage of Children’s ASPIRIN sales went to prevention. This was due, in part, to its lower cost but also to the lower dosage recommended for prevention (81–100 mg. compared to 325–500 mg. in adult aspirin). Unfortunately, the percentage of sales of Children’s ASPIRIN accounted for by the prevention market was unclear. In the creation of awareness of a pharmaceutical that generated additional sales, transferring market from ethical drug to over-the-counter (OTC) status is a strategy to increase market share and sales over the product life cycle of the drug. This strategy is one means of prolonging—and possibly increasing—sales revenues of the drug as generic copycats arrive on the market upon patent expiration. The value of the brand to the consumer differentiates otherwise identical and competing products. In placing the product globally without the aid of advertising, it is best to market through word-of-mouth of happy consumers who had found the product as effective. Also, producing empirical studies that disprove the link of Reye’s Syndrome could also thwart the past scare and would increase the credibility of the corporation. However, the combination of direct selling to doctors and direct advertising to consumers is expected to become the predominant global strategy of pharmaceutical companies in both ethical and OTC categories in the future. References Bayer Website. Buchanan, L. & Merker, C. K. (2002). Bayer AG : Children ’ s Aspirin. In A. A. Thompson, A. J. Strickland, & J. E. Gamble. Crafting and Executing Strategy -The Quest for Competitive Advantage, 14th ed. (New York: McGraw-Hill/Irwin). Soumerai S. B. , Ross-Degnan D. , & Kahn J. S. (1992). â€Å"Effects of professional and media warnings about the association between aspirin use in children and Reye’s syndrome†. Milbank Quarterly, 70( 1), 155-182.