Problem 1: Outline the possible consumer journey(s) that men suffering from some degree of hair loss go through in the current market. At what point are they likely to request Propecia?
Problem 2: Outline the physician journey to prescribing Propecia, being that Propecia is a prescription drug.
Problem 3: Identify - in this (these) consumer / physician journeys, all the possible reasons why Merck is likely to lose consumers.
Problem 4: Among consumers, which men are most likely to adopt Propecia early, and why? Which men are least likely to adopt Propecia, and why?
Problem 5: Looking at the various options for Merck to advertise their product, how attractive do you think each one is, and why? What are issues / limitations of each option?
Problem 6: What other forms of promotion than those listed in the case may prove helpful in Propecia's launch? Being very specific, what would you do with this approach (these approaches)?