Medmira Case
MedMira Case
Course: Marketing Planning
What changes in the environment made it possible to consider the launch of an OTC Aids Test? Be specific.
MedMira is known by developing and manufacturing quality diagnostics to prevent and control the spread of infectious diseases. All tests used a flow-through membrane technology and were fast and easy to use. Medmira was distributing rapid HIV tests in Canada, United States, South Africa, Latin America and China, and selling them to hospitals, pharmacies and aid groups. One of the focuses of MedMira was to expand to Over-the-Counter market as there happened some changes that made it possible to consider this attempt:
New infections were happening and about 3.1 million people were dying from HIV. This adds a higher preoccupation to the government and specialists on the health sector and pressure to arrange a solution.
During the 80’s, there were few available treatment and when people knew they had the virus they would see it as a death sentence. Nowadays this idea is disappearing as technology is more advanced, it is a “more manageable illness” and there is an increase of information available about HIV.
Due to legal approval of the tests, MedMira was able to distribute rapid HIV tests in Canada, United States, China and European Union. This is a step closer of entering the OTC market.
Rapid testing was expected to grow between 20 to 30 per cent of the market. This expected growth was also related to a higher approval by governments as there were changes in the society acceptance and technological improvements on this area.
Comparison factor as Medmira’s first rapid HIV test for OTC, Miracare, had a big success in China and this could happen in the rest of the world. Due to this accomplishment, international demand for this product has increased.
Prepare a SWOT analysis for MedMira Aids Test.
The following SWOT analysis contains the most significant and strategically important
Course: Marketing Planning
What changes in the environment made it possible to consider the launch of an OTC Aids Test? Be specific.
MedMira is known by developing and manufacturing quality diagnostics to prevent and control the spread of infectious diseases. All tests used a flow-through membrane technology and were fast and easy to use. Medmira was distributing rapid HIV tests in Canada, United States, South Africa, Latin America and China, and selling them to hospitals, pharmacies and aid groups. One of the focuses of MedMira was to expand to Over-the-Counter market as there happened some changes that made it possible to consider this attempt:
New infections were happening and about 3.1 million people were dying from HIV. This adds a higher preoccupation to the government and specialists on the health sector and pressure to arrange a solution.
During the 80’s, there were few available treatment and when people knew they had the virus they would see it as a death sentence. Nowadays this idea is disappearing as technology is more advanced, it is a “more manageable illness” and there is an increase of information available about HIV.
Due to legal approval of the tests, MedMira was able to distribute rapid HIV tests in Canada, United States, China and European Union. This is a step closer of entering the OTC market.
Rapid testing was expected to grow between 20 to 30 per cent of the market. This expected growth was also related to a higher approval by governments as there were changes in the society acceptance and technological improvements on this area.
Comparison factor as Medmira’s first rapid HIV test for OTC, Miracare, had a big success in China and this could happen in the rest of the world. Due to this accomplishment, international demand for this product has increased.
Prepare a SWOT analysis for MedMira Aids Test.
The following SWOT analysis contains the most significant and strategically important