BIOTECHNOLOGY1
Part A
Identified Therapeutic Area
The key therapeutic area (TA) which will be targeted for this brief market assessment is
‘inflammation’ with respect to the drug ‘Etanercept’, retailed by Amgen, under the drug name of
‘Enbrel’ (Enbrel, 2020).
Overall Concept and Strategy
Taking insights from the disease conditions and patients targeted by the drug Etanercept,
it can be observed that Amgen has adopted the market strategy resembling that of a ‘market pull’
within this TA. Etanercept achieved approval from the Food and Drug Administration (FDA)
long back since the early 1990s with respect to the use of recombinant DNA technology for the
treatment of severe forms of inflammatory conditions like rheumatoid arthritis in the year 1998
(Enbrel, 2020). Since then, Etanercept has continued to dominate this TA, generating gradual
profits annually and used popularly for the treatment of autoimmune disorders such as: psoriatic
arthritis, tumor necrosis factor and ankylosing spondylitis, since the early 1990s till the present
year. This demonstrates a market pull strategy where Amgen targets to maintain Etanercept’s
current position and profits in the market as against other emerging competitive pharmaceutical
products and organizations (Emery et al., 2017).
Risks
Amgen’s Etanercept currently demonstrates multiple FDA approval’s with respect to
psoriatic arthritis, plaque psoriasis and ankylosing spondylitis thus demonstrating adequate
operational flexibility for the purpose of functioning across multiple disease and healthcare
treatment markets (Emery et al., 2017). Its generation of rising profits over time demonstrates

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Brief Market Assessment | ‘Inflammation’ With Respect to the Drug ‘Etanercept’

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