NitroMed to replace sales force with cardiovascular specialists

By Lisa Kerner

Charlotte, N.C., Oct. 11 - NitroMed, Inc. announced a revised sales and marketing strategy that shifts resources to the development of its extended release formulation of BiDil (isosorbide dinitrate/hydralazine hydrochloride), known as BiDil XR.

According to chief executive officer Jerry Karabelas, "the current selling strategy cannot be supported by the results it has produced so far.

"We are eliminating our existing sales force and assembling in its place an elite team of senior cardiovascular specialists to carry the BiDil message to thought leaders and key institutions," Karabelas explained.

The goal is to use a more creative approach to influence the treatment of large numbers of African-Americans diagnosed with heart failure.

Eliminating the 120-person sales force is expected to save the company up to $30 million as it focuses on Bidil XR.

NitroMed will continue its direct to consumer advertising in certain markets and plans to form a managed care team focused on reimbursements.

"If successful, Bidil XR will offer strong clinical benefits of our current formulation with the additional competitive advantage of convenience and compliance," Karabelas added.

NitroMed is a pharmaceutical company based in Lexington, Mass.

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