FM 005 Walden Characteristic of Health MKTG & Pricing Strategy for Comanapracil PPT

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FM005: Economic Characteristics of the Healthcare Industry: Apply health economic concepts to make
recommendations for organizational decisions based on the current health market.
Assessment Rubric
Rubric Criteria
Needs Improvement
Meets Expectations
Exceeds Expectations
Part 1: Determine Pricing and Marketing Strategy for a New Drug
Learning Objective
1.1:
Estimate the demand
for a new drug.
Presentation does not provide or
provides an unclear or illogical
estimate of demand for the new
drug described in the case
presented.
Calculations are inaccurate or
incorrect.
Learning Objective
1.2:
Estimate the price of a
drug that the market
will bear.
© 2021 Walden University
Presentation does not include or
includes an estimate of the price,
but the estimate is not plausible.
Rationale for the estimate is weak
or missing discussion of how
effective the drug is and relates
this information to its substitutes,
and/or it does not take into
account the estimates of average
life expectancy in the U.S.
Presentation provides a
logical estimate for the
demand of the new drug
described in the case
presented, noting the number
of customers for the drug.
Presentation is supported by
accurate health economic
analysis including GDP
statistics.
Presentation provides a clear
and logical estimate for the
price of the drug that the
market will bear.
Rationale is given for the
estimate, and it includes
discussion of how effective
the drug is and relates this
information to its substitutes.
It takes into account the
estimates of average life
expectancy in the U.S.
Presentation
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Presentation justifies
estimates used by making
reference to data used to
inform estimates of
demand.
Presentation
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Presentation notes other
factors, besides the
availability of substitutes
that could impact price.
1
Rubric Criteria
Learning Objective
1.3:
Describe where and to
whom, to market a
new drug.
Learning Objective
1.4:
Explain how to ensure
that insurance
companies pay for a
drug.
Learning Objective
1.5:
Explain the elasticity
of demand for a drug.
© 2021 Walden University
Needs Improvement
Presentation does not include or
includes a partial or unclear
description of where, and to
whom, the new drug in the case
presented should be marketed.
Meets Expectations
Presentation provides a clear
and accurate description of
where, and to whom, the new
drug in the case presented
should be marketed.
Exceeds Expectations
Presentation
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Rationale is not logical or
missing.
Description is supported by a
logical rationale.
Presentation does not explain or
explains fewer than three ways to
ensure that insurers pay for the
new drug, or explanations are
unclear or inaccurate.
Presentation explains three
clear and accurate ways to
ensure that insurance
companies pay for the new
drug.
Presentation includes
strategies for maximizing
market share for the new
drug.
Presentation
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Presentation does not explain or
incompletely, inaccurately, or
unclearly explains the elasticity of
demand for a drug like the new
one described in the case
presented.
Presentation clearly and
accurately explains the
elasticity of demand for a
drug like the new one
described in the case
presented.
Presentation explains fewer than
two factors that could potentially
Presentation clearly and
accurately explains two
Presentation explains
more than three ways to
ensure that insurance
companies pay for the
new drug.
Presentation
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Presentation includes
more than two factors that
could potentially change
2
Rubric Criteria
Learning Objective
1.6:
Explain how long a
drug can receive
patent protection.
Learning Objective
1.7:
Explain why drugs and
healthcare products
are covered under
patent protection laws.
© 2021 Walden University
Needs Improvement
change the elasticity of demand
or the factors are not relevant.
Meets Expectations
factors that could potentially
change the elasticity of
demand.
Presentation does not explain or
incompletely or incorrectly
explains how long the new drug
will receive patent protection.
Presentation accurately
explains how long the new
drug will receive patent
protection.
Presentation does not include
references to
academic/professional resources,
or the resources are not relevant.
Presentation includes
references to relevant
academic/professional
resources.
Exceeds Expectations
the elasticity of demand
for a drug like the new one
described in the case
presented.
Presentation
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Presentation does not explain or
inaccurately or incompletely
explains why drugs and
healthcare products are covered
by patent protection laws.
Presentation notes how
the requirements for
patent protection would
differ in other countries.
Presentation clearly and
Presentation
accurately explains why drugs demonstrates the same
and healthcare products are
level of achievement as
covered under patent
“Meets,” plus the
protection laws.
following:
Presentation does not include
references to
academic/professional resources,
or the resources are not relevant.
Presentation includes
references to relevant
academic/professional
resources.
Presentation explains why
drugs and healthcare
products are covered
under patent protection
laws and includes a
detailed reference to one
or more cases involving
patent protection.
3
Rubric Criteria
Needs Improvement
Meets Expectations
Exceeds Expectations
Part 2: Compare International Healthcare Systems to Develop an International Market Entry Strategy
Learning
Presentation does not include a
Presentation includes an
Presentation
Objective 2.1:
chart or includes a chart that
accurate chart comparing the
demonstrates the same
Compare spending features some (but not all) of the
average gross domestic product level of achievement as
on healthcare, per
four countries or presents
(GDP) per capita healthcare
“Meets,” plus the
inaccurate statistics on life
spending and life expectancy of following:
capita, and life
expectancy and per capita
Germany, the United States,
expectancy in
various countries.
healthcare spending.
Ghana, and Brazil.
The chart refers to
Information on the chart is not
Information on the chart is
additional indicators, such
supported by references to
supported by references to
as income inequality,
academic/professional resources
relevant academic/professional
infant mortality, spending
or the resources are not relevant. resources.
on education, etc., to
support arguments.
Learning
Presentation does not provide or
Presentation accurately and
Presentation
Objective 2.2:
provides unclear, vague, or
clearly explains the relationship demonstrates the same
Analyze the
inaccurate analysis of the
between life expectancy and
level of achievement as
relationship
relationship between life
healthcare spending.
“Meets,” plus the
between life
expectancy and healthcare
following:
expectancy and
spending.
Presentation includes
healthcare
references to relevant
In addition to an
spending.
Presentation does not include
academic/professional
explanation of the
references to
resources.
relationship between life
academic/professional resources,
expectancy and
or the resources are not relevant.
healthcare spending, the
presentation includes
examples of factors that
weaken the correlation
between the two variables.
Learning
Presentation does not describe,
Presentation accurately and
Presentation
Objective 2.3:
inaccurately or vaguely describes clearly describes how Germany, demonstrates the same
© 2021 Walden University
4
Describe how
different countries
structure their
healthcare
systems.
how Germany, the United States,
Ghana, and Brazil structure their
healthcare systems, or not all four
countries are addressed.
Presentation does not include
references to
academic/professional resources,
or resources are not relevant.
the United States, Ghana, and
Brazil structure their healthcare
systems.
level of achievement as
“Meets,” plus the
following:
Presentation is supported by
references to relevant
academic/professional
resources.
Presentation includes an
analysis of the key
differences in the
structures of the
healthcare systems of the
four countries.
Presentation
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Learning
Objective 2.4:
Analyze the
economic
strengths,
weaknesses,
opportunities, and
threats associated
with entry into
different healthcare
markets.
Presentation does not include or
includes an analysis of fewer than
two economic strengths,
weaknesses, opportunities, and
threats associated with entry into
each of the following healthcare
markets:
Germany, the United States,
Ghana, and Brazil; or all four
markets are not addressed,
and/or the strengths,
weaknesses, opportunities, and
threats are not accurate.
Presentation includes an
analysis of two economic
strengths, two weaknesses, two
opportunities, and two threats
associated with entry into each
of the following healthcare
markets: Germany, the United
States, Ghana, and Brazil.
Learning
Objective 2.5:
Presentation does not
recommend or recommends only
one country that is appropriate for
marketing the new drug described
in the case presented and/or the
Presentation recommends two
countries that are most
appropriate for marketing the
new drug described in the case
presented.
Make
recommendations
© 2021 Walden University
Presentation includes an
analysis of more than two
economic strengths, more
than two weaknesses,
more than two
opportunities, and more
than two threats
associated with entry into
each of the following
healthcare markets:
Germany, the United
States, Ghana, and Brazil.
Presentation
demonstrates the same
level of achievement as
“Meets,” plus the
following:
5
for countries that
are most
appropriate for
marketing a new
drug.
rationale for the selection(s) is
illogical or not based on economic
principles.
Learning
Objective 2.6:
Explain the gain in
health outcomes in
a drug.
Presentation does not explain or
incompletely, inaccurately, or
unclearly explains the gain in
health outcomes that the new
drug described in the case
presented provides.
Learning
Objective 2.7:
Compare the
effectiveness of
different drugs for a
particular disease
or health condition.
Presentation does not provide or
provides a weak or general
comparison between the new
drug described in the case
presented, and two other drugs,
for their effectiveness in treating
the targeted disease, or only one
other drug is addressed.
Comparison is not supported by
references to relevant
© 2021 Walden University
Presentation provides a clear
and accurate rationale for the
selection of the countries.
Presentation compares
and contrasts different
healthcare markets to
illustrate why
The rationale is based on
recommended countries
economic principles.
are most desirable for
market entry.
Presentation clearly explains the Presentation
gain in health outcomes that the demonstrates the same
new drug described in the case
level of achievement as
presented will provide.
“Meets,” plus the
following:
Presentation provides a detailed
comparison between the new
drug described in the case
presented, and two other drugs,
for their effectiveness in treating
the targeted disease.
Comparison is supported by
references to relevant
academic/professional
resources.
Presentation addresses
two gains in health
outcomes that can be
expected from the new
drug (for example, both
individual and social
benefits).
Presentation
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Comparison is supported
by compelling data shown
in graphics/charts.
6
Learning
Objective 2.8:
Compare the
effectiveness of a
drug for different
people.
academic/professional resources
or resources are not relevant.
Presentation does not indicate or
inaccurately indicates how many
people will benefit from the drug,
and/or presentation only partially
or vaguely explains why some
people will benefit from the drug
more than others.
Presentation is not supported by
academic/professional resources,
or resources are not relevant.
© 2021 Walden University
Presentation accurately
indicates how many people will
benefit from the drug.
Presentation clearly explains
why some people will benefit
from the drug more than others.
Presentation is supported by
relevant academic/professional
resources.
Presentation
demonstrates the same
level of achievement as
“Meets,” plus the
following:
Presentation’s explanation
of why some people will
benefit from the drug more
than others is supported
by two or more specific
examples.
7
FM005 Economic Characteristic of Health
Access the following to complete this Assessment:
• Reflect on the criteria provided in the Rubric.
• U.S. Breast Cancer Statistics
• Annual Costs of Cancer Care—Cancer Prevalence and Cost of Care
Projections
• Chemo Costs in U.S. Driven Higher by Shift to Hospital Outpatient Facilities
• GDP Per Capita
• Health Expenditure Per Capita
• Life Expectancy at Birth, Total (Years)
• Breast Cancer Drug – Comparison Chart
• Use the APA course template.
1) Determining Pricing and Marketing Strategy for a New Drug
2) Compare United Healthcare System to Develop an International Market Entry
Strategy

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