BioPure case

Founded in 1984 by entrepreneurs Carl Rausch and David Judelson, BioPure is a privately held biopharmaceutical company specializing in protein super purification for humans and veterinarians. In 1998, Biopure pioneered the development of oxygen therapy using hemoglobin. Hemoglobin is a new drug that delivers oxygen to human tissues by intravenous injection. Two products of Biopure, Hemopure for humans and Oxyglobin for animal veterinarians are new Oxygen Therapeutics that manage the oxygen demands of patients in various potential medical applications.

Oxyglobin and hemopure are two substitute blood that is being developed by BioPure. Oxyglobin has recently been approved for veterinary use by the FDA and Hemapure is estimated to be approved for human use within 2 years. Once oxyglobin is released, it will be the first substitute blood in the veterinary market, a compact, price sensitive market. Ted Jacobs, Biopure's vice president of clinical trials, thinks that selling Hemopure will become very difficult if you release Oxuglobin, an animal drug at a low price of 150 dollars a day before Hemopure. Released $ 800 / set

The only way to replace problematic products is blood donation. It can compete with Biopure products based on the price and quantity of blood transfusions. However, since the Biopure product is a versatile substitute blood free of infectious agents and contaminants, it can be expanded by prolonging shelf life and transporting oxygen instantly and efficiently. In this case, the supplier is a slaughterhouse, bovine blood is useless. Therefore, Biopure can usually be expected not to face cost problems, but if you look at the potential benefits of Biopure, the price may rise. Therefore, they should have a diverse network of suppliers, which is also helpful when Hemopure is launched.

BioPure develops human substitute blood called Hemopure. Unlike the blood of a person who needs refrigeration and expires in a short time, the Hemopure shelf is stable and can be stored for more than 2 years. Furthermore, it does not have to match the human blood type. These factors are ideal for trauma cases that must be transfused at the accident site or on the battlefield. Which product characteristics will affect the adoption rate?