Agree. The product is very ‘sticky’, so they are much better off selling more devices at a lower margin per device, than selling less devices at a higher margin.
I wonder how the sales via the website impact the Cipla deal. Cipla will be doing a lot of the promotion and education, then purchasers will come straight to the Respiri website and bypass the Cipla margin. Free delivery makes it very easy to buy online rather than in person at a pharmacy.
Media Reports, page-19
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