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Medicines
Industry background
Major factors for future growth
life expectancy in the developed countries has been steadily growing
The newly implemented programmes by various governments in different countries will
increase access of senior citizens to drugs
Developing countries have a significant potential for the pharmaceutical industry in
the future.
Key challenges
Competition
Price controls
Patent violations
They must manage their product pipelines so that patent expirations do not leave
them without protection for their investment.
Case facts
Merck products currently address 60% of the top 20 global burdens of disease as defined
by the World Health Organization(WTO)
Corporate Responsibility Report described the approach, Merck would conduct its
business ethically, by improving the access to all, positive and sustainable impact on
society, treating employees in fair manner
Merck donated the amount totalling to $828 million as cash, products, medical programs
etc
In 2007 Merck updated its pricing policy from HDI based to United Nations Conference on
Trade and Developments (UNCTADs) list of least developed countries
Contd
Funding from the Global Funds and the U.S Presidents Emergency Plan for AIDS Relief
(PEPFAR)
Brazilian Storm: patent for STOCRIN was broken, same was followed by Thailand, The
effect will be that prices in poor countries will increase and the Differential pricing policy
will not sustain
Pharma companies will not take active part in HIV programmes as there is no profitability
Vaccines: The vaccine producing capability of developing countries is low
Merck also shifted its focus from vaccine markets in developed countries to developing
countries with help of Global Alliance for Vaccination and Immunization(GAVI) and
GATES foundation
Beyond philanthropy
CSR Framework
Conformance with Merck Case and model for other companies
Why Every Company Needs a CSR strategy and How to Build it
- Kash Rangan, Lisa A Chase, Sohel Karim
Theatre 2:
REENGINEERING
THE VALUE CHAIN
CSR activities that are symbiotic and intended to benefit the companys bottom line as
well as the environmental or social impacts of one or more of their value chain partners
including supply chain, distribution channels or production operations
Crucial role played by the operation manager and marketing manager
Examples:
Nike has established a code of conduct governing its entire production supply chain
Bimbo Bakerys employee microfinance and health care programs
Walmart partnering with WWF
Theatre 3:
TRANSFORMING THE ECOSYSTEM
st
1
Challenge
Key Question was where this R&R begins and where it ends
Issues
A Global Suit: In 1997, SA parliament passed a law, that gave SA the
right to import generic versions of patented drugs or license their
domestic production
The Brazilian storm: In 2006, Govt., of Brazil announced that it would
issue a compulsory license for STROCIN. This would enable the
Govt., to break the patent for the drug to produce it, domestically,
through a generic manufacturer.
Brazil: 2007 Compulsory license passed.
Thailand: One more country
R&R
Responsibilities
Philanthropic: Mission and vision of Merck Medicine is for people, not for
profits.
In 2007, its contribution totalled $828 million
U.S. Patient Assistance Program, Merck Medical Outreach Program , Mectizan
Donation Program
Disaster relief: includes donations of medicines through established channels and
trusted partners
Programs & policies:
Developing ACHAP in Botswana 2000
Founding UN AAI, 2 new SRVs, funding mechanisms through Global fund and PEPFAR in
2003.
Ethical responsibilities:
Adherence to the law (Registration etc)
Look into aspects like
who is the ultimate beneficiary of the donation
Will the donation benefit society by increasing awareness of ways to improve
health and well-being and by enhancing research into diseases?
Legal:
Many companies are being subject to legal proceedings at home and
abroad.
Mercks medical and legal teams are active partners to help foster ethical
promotional practices, helping to achieve business goals by reducing risk
and increasing compliance with the laws and guidelines in a highly
regulated environment
Pricing Policies
The price reductions were based on:
All low and medium HDI countries with an adult HIV prevalence rate of 1% or
greater qualified for lowest and not for profit prices
Countries in medium HDI category with an HIV prevalence of less than 1%
qualified for a reduced price
For high HDI countries, Merc applied competitive, market based pricing
principle
PEPFAR
PEPFAR US President's Emergency Plan for AIDS Relief
Pricing issues
Differential pricing works well when the high prices charged in
developed countries offset the lower prices and below-profit
prices charged in developing and under-developed countries
Social welfare - enhanced when differential pricing permits drug
companies to open new markets in countries where the drug
affordability is significantly lower than the prevailing price in
existing markets.
To see if the benefits of differential pricing works well for the
pharmaceutical company or to the patient depends on the
demand and the existing market.
Differential pricing is not a solution to ensuring access. For people
with affordability levels lower than the marginal cost of
manufacturing, donor support and government subsidies will
continue to be required.
2.
Step 2: Editing
TO move the programs in each theatre from the top to the bottom as shown in figure and
later across the theatres
Eg: Theatre 1 PNC Bank- Unconnected philantrophic efforts molded to yield a strategic
thrust (Grow Up Great)
Theatre 2- UPS allocated an external agency to reduce their carbon footprints
What steps they can take to mitigate the companys negative effects and maximize the
social and
environmental benefits
How to focus their core business competencies for maximum CSR impact throughout the
supply chain
Conclusion
Comprehensive view of CSR
Conflicting points in CSR
Dynamism and changing health care industry
Models on CSR
Epidemic to Lifestyle diseases
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