More than $1 and less than $100,000,000. And I'll bet my guess is correct. Seriously Art, I haven't a clue. And, I for one do not generally trust market size and penetration predictions in the least. Also, keep in mind that there is usually an initial surge to just fill up the distribution pipeline. Market #s are really tough to get a handle on, you have essentially a new untested market. I would hope that somebody can get some good media exposure and advertising ramped up on these. CMTR's pockets aren't really deep enough for much advertising, but Astra-Mercks certainly are. I'm not too sure about the size of Helena's pockets, but if they want to be stuffing cash in them, ads will be needed. CMTR needs to be trying to garner some good ol' free PR though. Should be enough interest out there to generate some PR. Maybe they can get the AARP to let all the geriatrics know about the ColoCare product (might help keep more of their members around longer), or get some articles in "Prevention" magazine.
Do you know the difference between advertising and PR?
You pay for advertising and you pray for PR!
Oh, by the way, saw CholesTrak at the local Payless pharmacy, sitting next to the competitions home HIV test kit, behind the pharmacy counter though, but right in plain view when ponying up for RX fills. |
