QDEL - Quidel more quick diagnosis Message Board

STOCKTALK

We've detected that you're using an ad content blocking browser plug-in or feature. Ads provide a critical source of revenue to the continued operation of Silicon Investor. We ask that you disable ad blocking while on Silicon Investor in the best interests of our community. If you are not using an ad blocker but are still receiving this message, make sure your browser's tracking protection is set to the 'standard' level.

Biotech / Medical : QDEL - Quidel more quick diagnosis

QDEL 27.52

-2.2%

Nov 26 3:59 PM EST

Public Reply Prvt Reply Mark as Last Read File

Previous 10 Next 10 Previous Next

To: AgAuUSA who wrote (343)	1/17/1997 8:17:00 AM
From: Robert Busse	of 1693

Steve + Greg, As I understand the agreement, you are both correct. I don't think there is any cash changing hands between QDEL and P+G in either direction-specifically, I don't believe P+G is paying QDEL for their two-test samples which will be given to each doctor visited, and more importantly, Qdel doesn't pay P+G for promoting their Quickvue test through their 300 person sales force nationwide. Greg, you are right-this kind of "free advertising and free endorsement" is invaluable to a small company like QDEL-the P+G name is about as prestigious as you can get IMHO. I forgot to mention earlier that Mr. Schwartz also told me that Helidac packaging is unique insofar as it combines in a convenient "blister package" the correct dosage for Helidac Therapy for each time of day- apparently all of these eradication therapies involve taking a multitude of pills in different combinations at different times of the day and can be quite confusing-P+G packaging promotes patient compliance because the correct dose is easy to understand- he also told me they developed their unique packaging through extensive interviews w/ consumers-especially senior citizens- and actually let these consumers write the directions on the Helidac package. This is why I think Helidac is the drug which will obviously win the lion's share of the eradication market-not to mention Helidac is significantly (about 50%) cheaper than the competition from Astra/Merck and Glaxo. The closer QDEL is linked to this clear "winner" the better, IMHO. Mr Schwartz also told me he didn't think most people (and the market) appreciated the true significance and importance to Quidel of its CLIA waiver-he emphasized that the waiver opened up a whole new market to QDEL which is not currently open to any other company-a significant advantage to QDEL and I believe a significant reason why P+G agreed to colaborate w/ P+G. RE "I doubt you could buy that kind of endorsement"-you are correct-this deal will save Quidel a gazillion in marketing expense- it is also a "rifle shot" Public Relations and Marketing deal for QDEL, aimed precisely at the potential customers QDEL needs to target. As far as I can tell, the only cost to QDEL is the cost of the free samples provided to P+G- a very small price to pay for this fantastic promotional opportunity. I hope QDEL is busy cranking out QuickVue H. pylori diagnostic kits and has sufficient capacity to crank out a bunch more, because after the program starts on 2-1-97, I think the tests will be selling like hotcakes. BOB

Report TOU Violation

Share This Post

Public Reply Prvt Reply Mark as Last Read File

Previous 10 Next 10 Previous Next