Biopure Corporation developed two blood substitute products - Oxyglobin and Hemopure. Oxyglobin used bovine (cow) red blood cells and was approved for veterinary use, while Hemopure used hemoglobin extracted from bovine blood and was still awaiting human clinical trials. The document discusses the blood supply/demand situation, limitations of traditional blood transfusions, and Biopure's options to launch Oxyglobin immediately to gain first mover advantage and establish distribution channels before launching Hemopure for human use. A SWOT analysis and 4Ps marketing strategy are proposed for Oxyglobin's veterinary market launch.
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Biopure case solution
1. Biopure Corporation – Case Solution
Akhilendra Tiwari
Student @ Management Development Institute
Gurgaon
2. Overview Biopure
• Founded 1984. Founder (Carl Rausch & David
Judelson)
• Business – Biopharmaceutical firm specialized in
ultra purification of of protein for human &
veterinary use.
• Investment of 200 million in manufacturing facility.
• Products – Oxyglobin & Hemopure.
3. Human Blood Transfusion
Process of Direct injection of blood in the human body.
Benefits
• Blood is separated into RBC platelets &
Plasma.
• Several Patients to benefit from single unit
of donated blood.
• Reduce likelihood of negative reaction for
any patient.
Limitations
• For every 500ml of blood the yield is 250
ml of RBC`s,=> 50% yield.
• Exact blood typing & cross matching
required.
• Reduced oxygen carrying efficiency of
stored RBCs.
• Limited shelf life of 6weeks, after which it
is typically discarded.
• Need refrigeration. Storage @ 4*C.
• Risk of disease transmission.
4. Human Blood Supply & Demand
Human Blood Supply
Year Channel Units of blood
1995
1000 Non
profit blood
collection Org.
50% through
Red Cross .
12.9 Mi
Autologous
Donations
1.1 Mi
Total 8 Million 14 Million
Human Blood Demand
• Out of 14 Mi units , 2.7 Mi units
were discarded due to
contaminations.
• 3.2 Mi units were transfused into
1.5 Mi anemic patients.
• 8.1 Mi units were transfused in
2.5 Mi trauma patients.
•Blood collection was a struggle.
•Very few among the qualified donors
participate in the blood donations.
5. SWOT
Ready Govt Approval for Oxyglobin.
Blood substitute with Bovin RBCs.
Universal blood substitute.
Free of infectious agents & contaminations.
Increased shelf life.
100% efficient in transporting Oxygen
Increased flow ability improves the treatment in case
of stroke & heart attacks
Short Half Life of product.
Blood substitutes were excreted from the body within
2-7 days.
Potential for high Toxicity
No Prior expertise of launching & Marketing the
product.
No sustainable revenue generation.
No distribution network in place.
No product is available to cater the urgency needs.
Aging Population of US is a big opportunity.
High demand of blood substitute.
No Competitor as on date having substitute in
veterinary market.
Price of Product.
Delay inn the approval process.
Competition from Hem-assist & Poly-Heme.
S W
O T
7. Option 1- To Go ahead with the launch of Oxyglobin
Option 2- Delaying the launch till Hemopure is launched.
•It is proposed to launch Oxyglobin immediately for make the first mover advantage.
•Create a Platform for Hemopure to launch in future.
•Market the biggest Point of differentiation i.e. value of Human Vs Animal life.
•Establish deep distribution network of Ooxyglobin & market hemopure through same
channel.
8. 4 P`s of Marketing
•Short Shelf Life.
•No Refrigeration required.
•Universal Substitute.Product
•Local Regional & Nations channel distributions.
•Locations- Animal Blood Banks Veterinary care Units, Pharmaceutical vendors.
Place
•Price should be higher than primary care units.
•Difficult to raise the price in future ths price it higher.
•Price approx between (150 – 200) $.
•This will ensure business of 80- 85% willingness of Veterinarians & pet owners (critical
cases)respectively (Critical Cases)
Price
•Target Segment – Hospital & Doctors.
•POD between Hemopure & Oxyglobin.
•Awareness Creations as the part of program.
•Training sessions.
•Participations In Trade shows.
Promotion
