in its ability to market its blood substitute technology for both animal and human use. Further‚ Biopure has the patents and FDA approval to forge ahead in the animal market with a two-to-five year time buffer from new competition (using similar technology). One of the company’s weaknesses is that it has not received FDA approval on Hemopure‚ and there are two other companies that could beat Biopure to the market with similar products. But if the FDA does not approve Hemopure‚ which could have
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Background Analysis Company Biopure Corporation (“Biopure”) was founded in 1984 with the primary goal of developing a human blood substitute‚ a product with the oxygen-carrying property of blood but without many of the limitations of donated blood. No blood substitute has received approval for any use anywhere in the world‚ but Biopure is one of three promising competitors in the field. After many years of research and development‚ Biopure just received FDA approval for the commercial launch of
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oxygen requirements in a broad range of potential medical applications. The main issue that is plaguing Biopure is how the possible launch of Oxyglobin will affect the future launch and pricing strategies of Hemopure‚ which could provide a larger return for their investment. Biopure’s strength lies in their ability to market its blood substitute products for both human and animal use. Biopure has a product that has been approved by the FDA for animal use and has the intellectual property that will
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veterinarians and trade fair attracted 2‚000 to 10‚000 veterinarian each. In additional to all the strategies above‚ we recommend BioPure to launch campaign “Love Me Love My Pet” in order to increase awareness to people and encourage them to save pet’s life like our own. For people not to differentiate human life and animal life but rather think of it in the same aspect. BioPure should joint this campaign with non-profit organizer and government in order to emphasize the important of the issue publicly
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How best to exploit the opportunity presented by Oxyglobin without jeopardizing the potential of Hemopure is a tough problem for Biopure’s executive. According to the financial analysis‚ it is suggested that Biopure begin to sell Oxyglobin at $150 per unit to emergency care practice at the Veterinary Blood Market and have its own distribution network. This will make a profit of $5 million at first year and $17 million thereafter. The steadfast income will consolidate Biopure’s financial structure
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units (1 million surgeries with requirements of 1-2 units / surgery). Trauma: Out of the 0.5 million trauma cases / year‚ currently only 10% received the blood on-time‚ while the remaining 90% had to wait until the victim arrived to the ER. We consider that this 90%‚ equivalent to 0.45 million cases would be the potential market for the product. The average units/patient for this cases is 3.2‚ thus the potential market in units is of 1.46 million units / year. Chronic anemia: the total current
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Decision Sheet – Biopure Corporation Marketing Objective – Whether to launch Oxyglobin now or delay it till the approval of Hemopure. If yes‚ then devise a marketing plan for Oxyglobin. Options – 1. Launch Oxyglobin in the market immediately. 2. Defer the launch of Oxyglobin now till Hemopure release. Recommendation – Biopure Corporation should immediately launch Oxyglobin priced at $200. Rationale – Applying SWOT Analysis to the situation: Strengths 1. FDA approval has already come
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Biopure Corporation Written Case Study I. Current Situation Audit A. Issue Oxyglobin and Hemopure are two blood substitutes that Biopure Corporation was developing. Oxyglobin was recently approved by the FDA for veterinary use while Hemapure is estimated to be approved in two years for human use. If Oxyglobin is launched it will be the first blood substitute for the veterinary market a small and price sensitive market. There is a perceived risk by Ted Jacobs‚ the VP of Human Clinical Trials
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Biopure Case Study Executive Summary * Biopure Corporation developed two new products to enter into the field of blood substitutes: Hemopure‚ directed to the human market and Oxyglobin‚ for the veterinary market. Through the end of 1997 no blood substitute had received approval for use anywhere in the world. * What distinguishes both products from other “hemoglobin-based” blood substitutes is the fact that they are “bovine-sourced” as opposed to “human-sourced”‚ i.e. they are derived from
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Executive Summary Biopure Corporation was established in 1984 and is a privately owned pharmaceutical firm. They are trying to launch two new products: Hemopure (human market) and Oxyglobin (veterinary market). They are the only company aggressively engaged in the development of blood substitutes for the vet market. Biopure has invested $200M in the development of said blood substitutes. They currently don’t have any revenues with little to no debt and financing of $50M to support these operations
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