Therefore, launching Oxyglobin is a support rather than a threat. The marketing strategy of Oxyglobin will be mentioned below.
First, Biopure has to concentrate on the emergency care market instead of primary care market since the research shows relatively higher gross revenue in emergency care practices despite the rare 5% frequency. In addition, the annual requirement of blood transfusion in emergency care practices is approximately 900,900 units, which exceed 300,000 units – the capacity of Oxyglobin. In other words, the whole Oxyglobin can be successfully sold out because of the deficit blood supply. Furthermore, pet owners are more willing to pay for emergency care than pay for primary care. Therefore, Biopure can only focus its target on emergency care practices market in the initial stage. Second, $150 per unit is a proper price for Oxyglobin because of the results offered by the pet owners’ and veterinarians’ surveys. The results indicated that $150 and $300 per unit are willingly accepted by veterinarian and pet owner when most clients face critical cases. Aside from that, a pet owner will pay $130 to $170 per unit in a typical emergency care practice under the “donor animal” system. Oxyglobin at $150 can