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Express Scripts: Promoting Prescription Drug Home Delivery (B) Net Present Value (NPV) / MBA Resources

Introduction to Net Present Value (NPV) - What is Net Present Value (NPV) ? How it impacts financial decisions regarding project management?

NPV solution for Express Scripts: Promoting Prescription Drug Home Delivery (B) case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Express Scripts: Promoting Prescription Drug Home Delivery (B) case study is a Harvard Business School (HBR) case study written by John Beshears, Patrick Rooney, Jenny Sanford. The Express Scripts: Promoting Prescription Drug Home Delivery (B) (referred as “Prescription Scripts” from here on) case study provides evaluation & decision scenario in field of Communication. It also touches upon business topics such as - Value proposition, Compensation, Decision making, Personnel policies, Supply chain.

The net present value (NPV) of an investment proposal is the present value of the proposal’s net cash flows less the proposal’s initial cash outflow. If a project’s NPV is greater than or equal to zero, the project should be accepted.

NPV = Present Value of Future Cash Flows LESS Project’s Initial Investment




Case Description of Express Scripts: Promoting Prescription Drug Home Delivery (B) Case Study


The pharmacy benefit manager (PBM) sector processes prescription drug claims on behalf of companies that offer a prescription drug benefit to their employees. This case follows Bob Nease, Chief Scientist at Express Scripts, as he considers methods to promote home delivery of prescription drugs by mail-a process proven to lower prescription fill error rates, increase cost savings, and improve medication adherence.


Case Authors : John Beshears, Patrick Rooney, Jenny Sanford

Topic : Communication

Related Areas : Compensation, Decision making, Personnel policies, Supply chain




Calculating Net Present Value (NPV) at 6% for Express Scripts: Promoting Prescription Drug Home Delivery (B) Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10000265) -10000265 - -
Year 1 3455142 -6545123 3455142 0.9434 3259568
Year 2 3982328 -2562795 7437470 0.89 3544258
Year 3 3949706 1386911 11387176 0.8396 3316249
Year 4 3223786 4610697 14610962 0.7921 2553540
TOTAL 14610962 12673615


The Net Present Value at 6% discount rate is 2673350

In isolation the NPV number doesn't mean much but put in right context then it is one of the best method to evaluate project returns. In this article we will cover -

Different methods of capital budgeting


What is NPV & Formula of NPV,
How it is calculated,
How to use NPV number for project evaluation, and
Scenario Planning given risks and management priorities.




Capital Budgeting Approaches

Methods of Capital Budgeting


There are four types of capital budgeting techniques that are widely used in the corporate world –

1. Payback Period
2. Net Present Value
3. Internal Rate of Return
4. Profitability Index

Apart from the Payback period method which is an additive method, rest of the methods are based on Discounted Cash Flow technique. Even though cash flow can be calculated based on the nature of the project, for the simplicity of the article we are assuming that all the expected cash flows are realized at the end of the year.

Discounted Cash Flow approaches provide a more objective basis for evaluating and selecting investment projects. They take into consideration both –

1. Timing of the expected cash flows – stockholders of Prescription Scripts have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.
2. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Prescription Scripts shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.




Formula and Steps to Calculate Net Present Value (NPV) of Express Scripts: Promoting Prescription Drug Home Delivery (B)

NPV = Net Cash In Flowt1 / (1+r)t1 + Net Cash In Flowt2 / (1+r)t2 + … Net Cash In Flowtn / (1+r)tn
Less Net Cash Out Flowt0 / (1+r)t0

Where t = time period, in this case year 1, year 2 and so on.
r = discount rate or return that could be earned using other safe proposition such as fixed deposit or treasury bond rate. Net Cash In Flow – What the firm will get each year.
Net Cash Out Flow – What the firm needs to invest initially in the project.

Step 1 – Understand the nature of the project and calculate cash flow for each year.
Step 2 – Discount those cash flow based on the discount rate.
Step 3 – Add all the discounted cash flow.
Step 4 – Selection of the project

Why Communication Managers need to know Financial Tools such as Net Present Value (NPV)?

In our daily workplace we often come across people and colleagues who are just focused on their core competency and targets they have to deliver. For example marketing managers at Prescription Scripts often design programs whose objective is to drive brand awareness and customer reach. But how that 30 point increase in brand awareness or 10 point increase in customer touch points will result into shareholders’ value is not specified.

To overcome such scenarios managers at Prescription Scripts needs to not only know the financial aspect of project management but also needs to have tools to integrate them into part of the project development and monitoring plan.

Calculating Net Present Value (NPV) at 15%

After working through various assumptions we reached a conclusion that risk is far higher than 6%. In a reasonably stable industry with weak competition - 15% discount rate can be a good benchmark.

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 15 %
Discounted
Cash Flows
Year 0 (10000265) -10000265 - -
Year 1 3455142 -6545123 3455142 0.8696 3004471
Year 2 3982328 -2562795 7437470 0.7561 3011212
Year 3 3949706 1386911 11387176 0.6575 2596996
Year 4 3223786 4610697 14610962 0.5718 1843210
TOTAL 10455889


The Net NPV after 4 years is 455624

(10455889 - 10000265 )






Calculating Net Present Value (NPV) at 20%


If the risk component is high in the industry then we should go for a higher hurdle rate / discount rate of 20%.

Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 20 %
Discounted
Cash Flows
Year 0 (10000265) -10000265 - -
Year 1 3455142 -6545123 3455142 0.8333 2879285
Year 2 3982328 -2562795 7437470 0.6944 2765506
Year 3 3949706 1386911 11387176 0.5787 2285709
Year 4 3223786 4610697 14610962 0.4823 1554681
TOTAL 9485181


The Net NPV after 4 years is -515084

At 20% discount rate the NPV is negative (9485181 - 10000265 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Prescription Scripts to discount cash flow at lower discount rates such as 15%.



Acceptance Criteria of a Project based on NPV

Simplest Approach – If the investment project of Prescription Scripts has a NPV value higher than Zero then finance managers at Prescription Scripts can ACCEPT the project, otherwise they can reject the project. This means that project will deliver higher returns over the period of time than any alternate investment strategy.

In theory if the required rate of return or discount rate is chosen correctly by finance managers at Prescription Scripts, then the stock price of the Prescription Scripts should change by same amount of the NPV. In real world we know that share price also reflects various other factors that can be related to both macro and micro environment.

In the same vein – accepting the project with zero NPV should result in stagnant share price. Finance managers use discount rates as a measure of risk components in the project execution process.

Sensitivity Analysis

Project selection is often a far more complex decision than just choosing it based on the NPV number. Finance managers at Prescription Scripts should conduct a sensitivity analysis to better understand not only the inherent risk of the projects but also how those risks can be either factored in or mitigated during the project execution. Sensitivity analysis helps in –

Understanding of risks involved in the project.

What are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

What are the uncertainties surrounding the project Initial Cash Outlay (ICO’s). ICO’s often have several different components such as land, machinery, building, and other equipment.

What can impact the cash flow of the project.

What will be a multi year spillover effect of various taxation regulations.

Some of the assumptions while using the Discounted Cash Flow Methods –

Projects are assumed to be Mutually Exclusive – This is seldom the came in modern day giant organizations where projects are often inter-related and rejecting a project solely based on NPV can result in sunk cost from a related project.

Independent projects have independent cash flows – As explained in the marketing project – though the project may look independent but in reality it is not as the brand awareness project can be closely associated with the spending on sales promotions and product specific advertising.




References & Further Readings

John Beshears, Patrick Rooney, Jenny Sanford (2018), "Express Scripts: Promoting Prescription Drug Home Delivery (B) Harvard Business Review Case Study. Published by HBR Publications.