MEDMIRA LABORATORIES: THE U.S. OTC DECISION

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CASE STUDY

MEDMIRA LABORATORIES: THE U.S. OTC DECISION

MARKETING PLANNING

1. WHAT CHANGES IN THE ENVIRONMENT MADE IT POSSIBLE TO CONSIDER THE LAUNCH OF AN OTC AIDS
TEST? BE SPECIFIC.
MedMira felt relevant changes in the environment that increased the viability of launching an OTC Aids test. Firstly there was advances made in anti-retroviral treatments that led people to stop facing the disease as a "death sentence" and consider it instead as a manageable chronic illness. Such change in behavior is the reflect of a fearless society concerning HIV. The evolution of the society lifestyle and mentality, driven by the increase of information flows, allowed the disease to become more socially accepted. These changes in therapy and awareness represent an open door for at-home private tests, and an opportunity in the market for MedMira.
Secondly the HIV/AIDS is a growing global concern. According to the reports of the Joint
United Nations Programme on HIV/AIDS (UNAIDS) and the World Health Organization (WHO) in 2005 its estimated that there were 40.3 Million people living worldwide with HIV; one year before 2005 there were 4.1 Million infections and 3.1 Million deaths from HIV; and in the US between 2000-2005 there were reported 40.000 new HIV cases each year. These numbers reflects an opportunity for MedMira to provide its fast and accurate tests, aiming to reduce the rates of infections.
Lastly the fact that MedMira products provide rapid and accurate results, which is extremely important nowadays to prevent spreading. It delivers results in a very short time which makes it suitable to this market. In addition MedMira has several credentials and a high reputation among hospitals, universities, health associations, doctors opinions and research institutes, which leads to a certain market quality that might impress private customers.
It is also important to mention that at the time the decision was about to be made the legal approval was

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