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· Posted on
February 21, 2024

Move over baby shampoo, there's a new sheriff in town for Johnson & Johnson

Johnson & Johnson's expecting $3.3 billion worth of vaccine sales this year. Pretty good - but nothing compared to Pfizer...

What's the key learning?

  • J&J has been selling its vaccine at not-for-profit pricing of ~$10
  • But it plans to start 'commercial' pricing of their COVID vax by the end of this year, chasing a bigger piece of the total addressable market
  • Total addressable market, or TAM, describes the size of a revenue opportunity for a product or service.

Background: Johnson & Johnson was founded in 1886 would ya believe?! They develop medical devices, pharmaceuticals, and consumer goods. 

What happened: In March this year, Johnson & Johnson rolled out its COVID vaccine across America. And now, they're expecting $3.3 billion of vaccine sales this year. Pretty good - but nothing compared to Pfizer's $44 billion of expected COVID vax sales. 

What else: J&J has been selling its vaccine at not-for-profit pricing of ~$10. But they will start 'commercial' pricing of their COVID vax by the end of this year and chase a bigger piece of the total addressable market. 

So what's the key learning?

💡Total addressable market, or TAM, describes the size of a revenue opportunity for a product or service. It’s kind of like a quick way to measure an opportunity's potential.

💡The total addressable market for ...say… COVID vaccines is pretty much the entire world. And that's a laaarge market to be going after.

💡 With booster shots expected, a pricing increase and sales in new regions, it's not surprising that J&J has increased its profit forecast for next year. 

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