In actuality, the cancer, especially the cervical cancer, is a serious problem for women in the UK as well as in other countries of the world. In fact, the cancer has already become one of the most dangerous diseases affecting a considerable part of the population, whereas the cervical cancer is widely-spread among women. In this regard, it is possible to refer to statistics (See App. Table 1.1), which reveals the fact that about ten women per 100,000 population are vulnerable to the development of the cervical cancer. At this point, it is important to place emphasis on the fact that HPV is one of the major causes of the cervical cancer. At any rate, HPV increases the risk of the development of the cervical cancer because they cause mutation of cells and, thus, put the health and life of women under a threat.
3.2 HPV vaccine testing
In such a situation, the development and introduction of the HPV therapeutic vaccine is essential. However, the introduction of the HPV therapeutic vaccine implies that the vaccine is safe for patients. Therefore, the HPV therapeutic vaccine has to be tested carefully to avoid any risks to the health of patients. In actuality, the development and testing of the HPV therapeutic vaccine will need a lot of time and substantial financial resources. In this regard, it is worth mentioning the fact that the development and testing of a new vaccine normally takes from two to five years and large pharmaceutical companies spend hundreds of millions of UK pounds on the development of new medicaments and vaccines.
In such a way, the development of the new HPV therapeutic vaccine will need at least two years that have to be spent on the research and testing of the HPV therapeutic vaccine. The realistic forecast of the development of the HPV therapeutic vaccine is that the pharma company developing this product will need to spend 2-3 years on the research and testing. At this point, it is important to dwell upon costs of such researches. Taking into consideration the importance of the vaccine and the fact that the vaccine is supposed to be applied to prevent the development of the cervical cancer, its costs may approach to 600-750 millions of UK pounds. The company testing and developing the HPV therapeutic vaccine should minimize any risks to the health of patients and the new vaccine should meet the existing standards in relation to the quality of medicaments. At this point, the company should meet not only the UK standards but also international standards, such as ISO and standards established by the WHO in order to be able to expand its market share from the British market alone to the world market at large.
3.3 HPV vaccine introduction and promotion
On testing the HPV therapeutic vaccine, it is possible to introduce the vaccine in the market. However, before introducing the medicine in the market, the company needs to conduct the promotional campaign to reach its target customer group and to position its vaccine as helpful and essential in terms of prevention of the cervical cancer. To conduct the promotional campaign affectively and to introduce the product successfully, the pharma company will need to define accurately its target customer group and to reach this target customer group. At this point, the company needs to refer to the statistics concerning the cervical cancer in the UK. According to existing statistical data (App. Gig. 1.1-1.4), women in their 30s are the most vulnerable to the risk of the development of the cervical cancer. Therefore, the company should focus its promotional campaign on this customer group mainly to persuade women in the necessity of the prevention of the development of HPV and the cervical cancer, whereas the HPV therapeutic vaccine should be positioned as an effective tool to meet the aforementioned goals. The company needs to focus on the mass media, which can help to reach the target customer group. In this regard, the mass media, such as television and internet are particularly effective. In addition, the company can use print media destined for women, such as fashion magazines. In such a way, the company can conduct promotional campaigns and reach its target customer group.