Race-Specific Drug 'BiDil': Nitromed's Marketing Challenge |
ICMR HOME | Case Studies Collection Please note: 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. |
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Abstract:
Marketing the drug posed a tougher challenge
as despite a grassroots marketing effort, strategic partnership
with African American organizations, and various rounds of sales
force optimizations, the sales of BiDil were below expectations. Issues:
» Understand the issues and challenges faced by a US-based pharmaceutical
company in marketing a race-specific drug in a multicultural environment Contents:Keywords:BiDil, NitroMed, Pharmaceutical Drug Patent, Heart Disease, DTC advertising, Sales force optimization, Multicultural marketing, Personalized medicine, Product optimization, Learning curve, Target marketing, Merck, Race-specific drug, Marketing communication, Clinical Trial |
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