Table 3.

Emerging Themes beyond the Brand Equity Model

Themes	Interview findings
Formulary-protected drug class	Heart failure drug coverage should be mandated and added to the list of protected classes of therapeutic categories
Health disparities	Understanding race as a factor in disease etiology and therapeutic response Real differences in how patients respond to therapies and how patients experience diseases as a function of race Differences in the etiology of disease as a function of race Need to understand genetic differences as they relate to disease incidence and treatment response BiDil is an acknowledgment of differences in the way healthcare is accessed Race references are only appropriate in discussions of civil rights, lead to poor physician–patient communication Lack of physician–patient rapport may result in compromised treatment
Social construct of race in America	Historical distrust of white physicians by black patients
Physician decision-making	Continuous engagement with physicians to increase chance of product buy-in Need for more effective communication with physicians
Social capital	Potential benefits of partnership opportunities Role of opinion leaders in drug success Need to elicit government support and commitment or that of other influential source of support Media exposure
Target markets	Ensuing growth of personalized medicine and the need to define target groups by a more substantial means than race or other surrogate characteristics
Wall Street effect	Expectation that BiDil would be widely used and therefore be a strong performer in the stock market