Biopreservation is the exclusive biological approach designated for the preservation of cells, tissues and organs ex-vivo for the purpose of storage, shipment and transportation. Biopreservation media is one of the most crucial entity in conferring effectiveness. The selection of the type of media depends upon the considerable time duration desired for the storage, type of biological material to be preserved and the purpose of biopreservation. The optimal biopreservation media should lead to good cell recovery, cell viability and no compromise in the functioning, post preservation and thawing. Depending upon the temperature range for effective preservation, biopreservation media is classified into media for hypothermic preservation and biopreservation media for cryopreservation.
Hypothermic preservation occurs at temperatures above the freezing point of the solution but below the normothermic range of the cells, tissues and organs. Hypothermic biopreservation media allows short-term biopreservation in the refrigerated temperature range, generally from 2°C (35.6°F) to 8°C (46.4°F). On the contrary, cryopreservation requires the presence of cryoprotective agents in the media for the long-term bio-storage, generally below -80°C (-112°F) and typically below -140°C (-220°F). Over the years, the commercially available cryopreservation media have been preferred over the home-brew formulations. This can be attributed to the elimination of the factor of variability and the urgency of qualification bound to home-brew formulations. The advancements and research in the field of cellular therapies, regenerative medicine, biobanking and drug discovery have led to the demand for biopreservation media in the pharmaceutical, biotechnology and healthcare sector. The figure below portrays the various sectors / segments where media can be employed.
Across the globe, more than 60 providers have been claiming to offer more than 190 bio-preservation media intended for different preservation condition. Amongst the media providers, majority (67%) are headquartered in North America. This is followed by players based in Europe (22%) and Asia (11%). The donut chart presented below shows the regional distribution of the companies providing biopreservation media.
We Adopted the Bowman’s Strategy Clock to Understand the Pricing Strategy by Biopreservation Media Providers
The Bowman’s Strategy Clock is a comprehensive and easy to use marketing model with which a company can analyze its position in relation to its competitors based around product price and perceived value. In order to devise a framework to determine / compare the prices of bio-preservation media, six relevant parameters were taken into consideration, namely, preservation condition, type of serum, type of biological sample, packaging volume, packaging format, and area of application.
Using the Bowman’ strategy clock, we comprehended the competitive positioning of media provided by the companies. The figure below represents the bowman clock pricing strategy matrix comprising eight competitive positions (in clockwise direction) of the biopreservation media.
We obtained the following equation for calculating the price of biopreservation media offered based upon the characteristics of the media:
The companies that are entering in the domain to offer media can estimate the product price depending upon various characteristics of the media by using this equation.
Are Companies Ready to Address Associated Unmet Need?
The everlasting demand for the storage and preservation of biological materials, whether short-term or long-term, has potentiated the need for media. Although there are various media providers across the globe offering the biopreservation media for specific biological sample at specific preservation condition. However, there is the dire need for the availability of the biopreservation media supporting preservation of all types of biological samples at every preservation condition. Moreover, the existing providers and the likely companies entering into this domain can devise the pricing strategy for the biopreservation media offered by using the equation based on bowman pricing strategy.
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