Race-Specific Drug 'BiDil': Nitromed's Marketing Challenge
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
BiDil - Path to the Market
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...
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."...
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