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Topic: History
Number of pages / Number of words: 3 / 656
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However, if transfusions do not progress beyond their present level, the market share required to break-even at a price of $150 is nearly 40% of the total market. Although this is not discussed in the case at any length, any marketing strategy must therefore focus on not only veterinarian practices, but also the many animal lovers who will pay significant sums of money for relatively marginal benefits to their pets...


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It appears that many large clinics already have a steady supply of animal blood. However, smaller clinics are unable to maintain their own donor animal population, and must purchase units for transfusion at prices which are around $100. Oxyglobin has an additional advantage in the small veterinarian market – in smaller practices, facilities may not necessarily be able to handle the additional storage expenses associated with traditional blood transfusions...


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