Race-Specific Drug 'BiDil': Nitromed's Marketing Challenge
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Case Details:
Case Code : MKTG154
Case Length : 29 Pages
Period : 2000-2006
Organization : NitroMed Inc.
Pub Date : 2006
Teaching Note : Available
Countries : USA
Industry : Pharmaceutical
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Excerpts
BiDil - Path to the Market
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During the 1970s, Dr. Jay Cohn, a heart specialist at the University of
Minnesota in Minneapolis, USA, started his research work on using vasodilation
and hydralazine and nitrate therapy to treat heart disorders. The studies that
he conducted in 1973 and 1978 paved the way for further testing of a novel way
to treat heart failure.
In the 1980s, Cohn was the lead cardiologist on the two
Vasodilator Heart Failure Trials (V-HeFT I and II) conducted to determine the
efficacy of a combination therapy of isosorbide dinitrate (I) and hydralazine
hydrochloride (H) in heart failure. The result of V-HeFT I showed that the
combination had a significant beneficial effect in treating heart failure...
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The Marketing Challenge
According to a report released by the U.S. Census Bureau in May 2006, it was
estimated that there were 39.7 million African Americans in the US, roughly
making up 13.4 percent of the population. There were studies done that
showed that this segment of the population was more prone to diseases than
the average population...
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The Controversy
BiDil was a controversial drug since it was the first race-specific
drug. With race being a controversial issue, it sparked a raging debate
on the issue of race-specific drugs and personalized medicine.
The
approval of BiDil was viewed by some experts as a major milestone toward
realizing the potential of personalized medicine based on the genetic
makeup of individual patients and groups of patients. But there were
many critics who felt that the company's marketing strategy was race
generated (Refer to Exhibit IX for results of an opinion poll on
race-based medicine)... |
Nitromed's Response
NitroMed countered these criticisms and said that its marketing strategy was
based on science and would help address the health disparity between blacks and
whites. NitroMed stood by its test studies and said that there was plenty of
data that showed that black patients benefited particularly from NO enhancing
drugs like BiDil. Dr Manuel Worcel (Worcel), who was the company's chief medical
officer at that time, said, "In 1999, we reanalyzed the 1986 study and saw a
very clear benefit in African American patients."...
Excerpts Contd...>>
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