Race-Specific Drug 'BiDil': Nitromed's Marketing Challenge
ICMR HOME | Case Studies Collection
Case Code : MKTG154
Case Length : 29 Pages
Period : 2000-2006
Organization : NitroMed Inc.
Pub Date : 2006
Teaching Note : Available
Countries : USA
Industry : Pharmaceutical
To download Race-Specific Drug 'BiDil': Nitromed's Marketing Challenge case study
(Case Code: MKTG154) click on the button below, and select the case from the list of available cases:
For delivery in electronic format: Rs.
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges
» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company
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.
Chat with us
The First 'Black-Only' Drug Contd...
Some industry analysts hailed the approval of BiDil as the first step toward
personalized medicines. However, critics were alarmed at the development as they
felt that marketing a race-specific drug could promote racial stereotyping and
create a misconception that people of different races differed on a biological
level. There were also many others who felt that the marketing of BiDil as a
race-specific drug was motivated by commercial interests alone. They said that
NitroMed only wanted to market this drug to blacks as, by doing so, they could
extend the patent for BiDil. The patent for BiDil for use among the general
population was valid up to 2007, but the new patent for use among blacks
increased the "market exclusivity" to 2020.
Critics also pointed out that BiDil had been tested only on black patients and
there was no scientific evidence to back the claim that the drug did not
work on other races.
Apart from the controversy surrounding the approval
and marketing of BiDil as a race-specific drug, it posed a marketing
challenge to NitroMed. Marketing to a specific community required a
multicultural marketing approach- where the message, the media channel,
etc. had to be in accordance with the needs of the black community.
When BiDil was launched in mid-July 2005, some analysts predicted that
the drug would touch US$ 200 million in revenues by 2007.14 However,
despite a grassroots marketing effort and various rounds of sales force
optimization, the sales of BiDil were far below the projections. Between
mid-July 2005 and June 2006, the sales were just US$ 9.7 million.15
NitroMed also faced problems with regard to providing access
to BiDil through insurance-providers. Some analysts felt that doctors were
prescribing the two drugs in BiDil separately as they were available as
generics,16 and at a price much lower than BiDil...