Johnson & Johnson Pharmaceutical Technique Analysis

Technique analysis
Firstly, Johnson & Johnson Pharmaceutical uses focused differentiation technique in marketing its new proprietary medicines (Saylor 5, 2013). In 2013, it came up with three major medicines: INVOKANA (canagliflozin), IMBRUVICA (ibrutinib) and OLYSIO (simeprevir) (Johnson & Johnson [J&J], 2013). Each medicine has its own focused market: INVOKANA for Type 2 diabetic patients, which affects approximately 26 million people in the United States; IMBRUVICA for people with the rare mantle cell lymphoma, and; OLYSIO for those with chronic hepatitis C. Canagliflozin, for instance, is the first medicine in a new class of drug called the oral inhibitors of sodium glucose cotransporter 2 (SGLT2) to reach the market in the United States
hospitals and clinics) as prescribers of the products to their patients (Saylor 5, 2013). Targeting this market made it more efficient to sell the products to users. Its products target specific healthcare interventions such as cardiovascular treatment, orthopedic and neurological interventions, blood glucose monitoring, insulin delivery, general surgery, diagnostic materials, infection prevention, and disposable contact lenses.
Alternative strategy generation
The Johnson & Johnson strategy generation revolves around its Credo, which focused on four values: (a) positive brand value; (b) increase in commitment from employees; (c) perception + expectation = reality and; (d) everyone is accountable (Gerard, 2010). Its business strategies must be consistent with these values. Positive brand value refers to a brand’s commitment to ethics, and believed to motivate many consumers to forgo any extra cost in exchange for the perception of buying the best brand value in the market. From it flow the next two values.
Strategy and prioritization
Its fiscal 2013 accomplishments expressed a highly dynamic action plan that invigorates the entire Company to move and achieve its official commitments.
Driver one: Innovation
The Company’s consistent investment to support its R&D efforts resulted to new products that had comprised 25 percent of its sales annually. As of 2013, it gained or held market share in 14 out of 18 key in-line products. Its Pharmaceutical group came up with three new major medicines (INVOKANA, IMBRUVICA and OLYSIO). Its MDD segment has also approved three new medical devices such as EVARREST Fibrin Sealant Patch, ENSEAL G2 Articulating Tissue Sealer, and THERMOCOOL SMARTTOUCH Catheter. Its Consumer segment also introduced LISTERINE ADVANCED DEFENCE Gum Treatment in the United Kingdom and Ireland markets.
To boost its thrust towards innovation, the Company launched in 2013 the new Johnson & Johnson Innovation Centers, which spearheads innovation in its international locations such as London (the United Kingdom) and Shanghai (China), in addition to three home centers in Boston (Massachusetts), San Francisco (California), and San Diego