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 Contd...
Nitromed's Marketing Initiatives for BiDil
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BiDil was launched nationally in the US in mid-July 2005 in bottles of 180
tablets at a wholesale acquisition cost (WAC) of US$ 1.80 per tablet. The
product was available in pharmacies one month prior to the launch, while the
doctors started receiving samples a few weeks before the launch.
Loberg said, "NitroMed is pleased to be able to make BiDil available within one
year of the African American Heart Failure Trial (A-HeFT) being halted and
within only two weeks of FDA approval. This speaks to NitroMed's sense of
urgency and to the importance of BiDil to the patients who need it."...
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Problems for BiDil
Prior to receiving the approval from FDA, NitroMed predicted that the sales
of BiDil would touch US$ 120 million in the first year itself and within a
few years would cross the US$ 1 billion mark per annum. When BiDil was
launched, some analysts expected BiDil sales to touch US$ 200 million by
2007. For instance, Deutsche Bank North America analyst Jennifer Chao
projected that BiDil would reach US$192 million in sales in 2007.
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However, with sales of US$ 4.5 million in 2005, BiDil
had fallen far short of expectations. During that period, only 14,000
prescriptions were generated for BiDil...
Outlook
In March 2006, NitroMed announced that researchers had identified gene
variations that might determine which patients were most likely to
benefit from BiDil. This implied that in the future, people from other
races who had similar gene types might also be able to benefit from
BiDil... |
Exhibits
Exhibit I: BiDil and African Americans
Exhibit II: FDA Press Release Announcing the Approval of BiDil
Exhibit III: Logo of BiDil
Exhibit IV: Packshot of Bidil
Exhibit V: A Brief Note on Nitromed
Exhibit VI: Logo of Nitromed
Exhibit VII: Nitromed's Annual Financials : 2003-2005
Exhibit VIII: BiDil: A Time-Line
Exhibit IX: Results of an Opinion Poll on Race-based Medicine
Exhibit X: Niche Marketing BiDil
Exhibit XI: Screen-Shot of BiDil.Com
Exhibit XII: Share Prices of Nitromed: November 2003 to September 2006 (US$)
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