Biopure Case Summary
Company:
Biopure's greatest strength lies 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 the potential to cripple a single product biopharmaceutical company, the company may still withstand such a disruption with Oxyglobin sales and future research and development. Another weakness is the uncertainty of market acceptance for Hemopure, in the face of a deeply-rooted blood donation network.
Biopure has the potential to lead the market with blood substitutes for human and animal use. With Hemopure on the …show more content…
These customers can be broken down into two segments:
Primary care veterinarians: This segment makes up approximately 95% the 15,000 small animal veterinarians in the U.S. and provides preventative care, routine treatment of illness, and limited emergency care. Seventy-five of these practices refer some or all of their major surgeries and severe trauma cases to emergency care practices. On average, each primary care practice used 17 units of blood in 1995.
Emergency care veterinarians: This segment makes up approximately 5% of the 15,000 small animal veterinarians in the U.S. and provides emergency treatments such as surgeries and trauma cases. On average, each emergency care practice used 150 units of blood in 1995.
Pet owners were also considered as a potential target segment. However, typical pet owners do not have the ability or expertise to transfuse blood. Therefore they were excluded as a potential segment.
Biopure's greatest strength lies 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 the potential to cripple a single product biopharmaceutical company, the company may still withstand such a disruption with Oxyglobin sales and future research and development. Another weakness is the uncertainty of market acceptance for Hemopure, in the face of a deeply-rooted blood donation network.
Biopure has the potential to lead the market with blood substitutes for human and animal use. With Hemopure on the …show more content…
These customers can be broken down into two segments:
Primary care veterinarians: This segment makes up approximately 95% the 15,000 small animal veterinarians in the U.S. and provides preventative care, routine treatment of illness, and limited emergency care. Seventy-five of these practices refer some or all of their major surgeries and severe trauma cases to emergency care practices. On average, each primary care practice used 17 units of blood in 1995.
Emergency care veterinarians: This segment makes up approximately 5% of the 15,000 small animal veterinarians in the U.S. and provides emergency treatments such as surgeries and trauma cases. On average, each emergency care practice used 150 units of blood in 1995.
Pet owners were also considered as a potential target segment. However, typical pet owners do not have the ability or expertise to transfuse blood. Therefore they were excluded as a potential segment.