A certain pharmaceutical firm recently developed a new medicine, Dendadrine, that provides highly effective treatment of severe stomach disorders that were previously thought to be untreatable. However, to develop the new medicine, the company spent nearly $5 billion in research and development costs. Given the size of the market for Dendadrine and the amount of the initial investment in its development, the company would need to sell Dendadrine at a price that is at least 5 times greater than its variable costs just to break even. Yet the company’s management claims that Dendadrine will soon become the major driver of the firm’s profits.
Which of the following statements best reconciles the management’s claim with the evidence on the expenditures associated with the development of Dendadrine?The apparent problem is that Dendadrine was extremely expensive to develop, and the company must sell it for at least 5 times its variable costs just to break even. To reconcile this with the claim that Dendadrine will drive profits, we need evidence that the company can actually charge well above that break-even level.
The best answer shows that the drug can likely be sold at a very high markup.
A. The pharmaceutical firm expects to be granted patent protection for Dendadrine; drugs under patent protection typically sell at prices that are approximately ten times their variable costs.
This is correct. If Dendadrine can sell at about 10 times its variable costs, and it needs only 5 times variable costs to break even, then it can plausibly generate large profits despite the huge initial investment.
B. The development of some pharmaceutical products involves substantial initial expenditures on research, testing, and approval.
This does not reconcile the issue. We already know Dendadrine had huge development costs; this does not explain how it will become profitable.
C. In clinical tests, Dendadrine has proven far more effective at treating severe stomach disorders than any prior available treatments, without any serious side effects.
This may support demand for the drug, but it does not show that the company can charge enough to overcome the $5 billion development cost.
D. No competitors are developing or planning to develop new medicines that might compete with Dendadrine in the marketplace.
This helps somewhat, but it is not as complete as A. Lack of competition may allow higher prices, but A directly tells us that patent-protected drugs typically sell at a price high enough to make profit plausible.
E. Millions of people suffer from severe stomach disorders, representing an estimated one to two billion dollars every year in revenue.
This suggests a market exists, but it does not show that Dendadrine can be priced high enough above variable costs to recover the huge investment and become a major source of
profit.
Answer: (A)