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.
The First 'Black-Only' Drug Contd...
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.
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...
14] "NitroMed Shares Fall on Soft Sales,"
www.finanznachrichten.de, August 3, 2006.
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