Biopure
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Biopure Corporation recently came up with blood-substitute innovation, called Oxyglobin and Hemopure. Oxyglobin is targeted for animal, whereas Hemopure is targeted for humans. The research emerged as the company saw many drawbacks related with human blood transfusions, as well as the low supply of blood. This blood-substitute innovation virtually eliminates all these drawbacks, and even carries additional benefits, such as improving stroke and heart attack treatments.
It turned out that FDA approved Oxyglobin before Hemopure. The underlying issue of the case is thus whether to market Oxyglobin immediately, or wait for another 1.5 to 2 years for Hemopure to be released.
Ted Jacobs (VP of Human Clinical Trials), was concerned that Oxyglobin would create an unrealistic price expectation for Hemopure if released first (ie. Biopure cannot sell Hemopure for higher price). Personally, I think that Oxyglobin release does not appear to threaten the future release of Hemopure due to the fact that people in the human blood market would not compare the price of an animal blood substitute to that of a human...