Praying for PR is like praying for rain. On your knees by all means,
but don't forget to seed the clouds, also. CMTR has secured the services
of Foote, Cone, and Belding out of San Francisco. They understand these
things as well as anyone in the industry, but their services do not come
cheap. I suspicion CMTR is counting on their AstraMerck venture to
bankroll their home test kit line. I have a few observations, though,
regarding this anticipated campaign.The initial announcement included mention of a company called Popular
Culture and Biologicals. They own a company named GIV, (general
injectables, and vaccines)which has a big, glossy catalog in every physician's
office in the country. But GIV touts alot of products. How will HP Check
stack up against the other H.pylori tests? Naturally, the price structure
will be very important.Given the involvement of GIV in the AstraMerck venture, I cannot quite
visualize the shape of the HP Check campaign. Coupons? Endorsements?
Perhaps they will give the test gratis to doc's offices in exchange for
prescribing Biaxin/Prilosec for the positive patients?The failure of CMTR to get a CLIA waiver on the HP Check has the potential
to severely limit the market penetration of the test. There are many times
many physician's offices that refuse to do even mildly complex lab
tests because of the expensive permits and extensive documentation that
go with such current regulations.Still, despite my reservations, the numbers may be sufficient to give CMTR
the shot in the arm it needs. I live in central Florida, home of Disneyworld,
and I know a good rollercoaster ride when I see one.
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