The Oralife Group, Inc., a managed health care company focusing on dental disease management, is contemplating an initial public offering. Oralife intended to use proceeds from the issue to fund: clinical trials of new pharmaceutical products and file New Drug Applications for these products; on-going research and development work; sales and marketing activities, including entering the U.S. and European markets; further development of the company's proprietary software program, Guaranteed Outcomes; and general working capital needs. The potential rewards are substantial, but so are the risks. Consequently, pricing is a major issue. An additional risk factor is that Oralife is attempting a paradigm shift in the health care industry. (A Microsoft Excel spreadsheet is available for use with this case, product 7A96B041.)
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