Biocon Case Answers HBS
Biocon Case Answers HBS
Biocon Case Answers HBS
What are the benefits each member of the decision making unit seeks from BIOMAb?
Since the doctors depend a lot on sales reps to educate the families and patients, it
is not unusual for the sales reps to spend two to three hours with the patient
explaining the product and its usage.
As mentioned in the case, being a life threatening disease, there is high anxiety
among the patients and families. These families seek assurance and trust with the
doctor and the pharmacy. The aim of the company is to provide exactly this and
thus gain competitive advantage.
The pharmacies will seek for benefits like higher profit margins and the doctors will
seek benefits such as increasing goodwill and maybe a %age of the profit margin for
recommendation.