MedMira Case
Marketing Planning
MedMira Case
1- There were several changes in the environment that made it possible to consider the launch of an OTC Aids Test, first of all there was a change in the
Context, a political one. To be more specific the FDA (Food and Drug
Administration) was considering the possibility of allowing At-Home testing for AIDS, at if this decision came through it creates a unique opportunity for
MedMira to launch an OTC Aids test. The historic of decisions took by the
FDA was becoming more positive to this new sector over the time.
There was also a Socio-cultural change, which also was important to the consideration of launching an OTC Aids test, people were becoming more aware and informed about the disease, there was a change in the public perception that made the possibility of suicide after finding out that they had the disease became much lower.
Finally there was a technological advance, which made At-home tests free from biohazards.
5- There were two options that MedMira could take regarding the entry in the US
OTC market. It could enter alone, without partnerships or it could partner up with Home-Access.
The common pros are the possibility of this become the next step in decreasing the HIV infection rate because, the test would be more accessible, faster, easier and confidential which could cause a decrease in the transmission rate as people become more consciousness.
However, there are cons, such as the increased difficult for public health officials to determine the HIV infection rate.
Analyzing the option of entry alone in the market, we can conclude observe that if MedMira choose this, it would have higher return margins, it will also
open doors to new OTC products regarding other infectious diseases, which could become a whole new and very productive sector for the company.
However this option also has cons, for instance the extremely high entry costs,
10 to 15 million is packaging, distribution and
MedMira Case
1- There were several changes in the environment that made it possible to consider the launch of an OTC Aids Test, first of all there was a change in the
Context, a political one. To be more specific the FDA (Food and Drug
Administration) was considering the possibility of allowing At-Home testing for AIDS, at if this decision came through it creates a unique opportunity for
MedMira to launch an OTC Aids test. The historic of decisions took by the
FDA was becoming more positive to this new sector over the time.
There was also a Socio-cultural change, which also was important to the consideration of launching an OTC Aids test, people were becoming more aware and informed about the disease, there was a change in the public perception that made the possibility of suicide after finding out that they had the disease became much lower.
Finally there was a technological advance, which made At-home tests free from biohazards.
5- There were two options that MedMira could take regarding the entry in the US
OTC market. It could enter alone, without partnerships or it could partner up with Home-Access.
The common pros are the possibility of this become the next step in decreasing the HIV infection rate because, the test would be more accessible, faster, easier and confidential which could cause a decrease in the transmission rate as people become more consciousness.
However, there are cons, such as the increased difficult for public health officials to determine the HIV infection rate.
Analyzing the option of entry alone in the market, we can conclude observe that if MedMira choose this, it would have higher return margins, it will also
open doors to new OTC products regarding other infectious diseases, which could become a whole new and very productive sector for the company.
However this option also has cons, for instance the extremely high entry costs,
10 to 15 million is packaging, distribution and