Medmira Marketing Case

1. Environment changes that made it possible to consider the launch of an OTC Aids Test

There was no doubt that HIV/AIDS was a growing concern. The tests took used conventional testing technology, which took a minimum of two to eight hours to produce results, required highly trained laboratory personnel and special equipment to perform and interpret the tests. In 1987, FDA rejected the proposal of at-home HIV tests, arguing that people who tested positive for HIV would panic and possibly even commit suicide in the absence of adequate counseling, However, as the time passed, HIV positive results were not a death sentence, and had become a much more manageable illness. The risk associated with home tests diminished.

In order to respond fast to the growing incidences of infectious diseases, MedMira developed a suite of rapid tests that enabled healthcare providers to deliver accurate diagnosis and effective treatment faster. MedMira’s rapid HIV tests were easy to be used, did not require any precision pipetting or specialized equipment, and the results could be interpreted immediately. With them, the HIV infection rate may decrease, once it was fast, easy, accessible to everyone, and more confidential, so more people prompt to be tested earlier, reducing the instances of transmission. The creation of these specific tests with these precise characteristics aligned with the demystification of the disease, made it possible to consider the launch of an OTC Aids Test.

2. MedMira Aids Test’s SWOT analysis

The SWOT analysis is a concise compilation of the findings of the internal and external audits which focus internally on the critical organizational strengths and weaknesses and externally on the opportunities and threats facing the company.

Internally there are some strengths that enable MedMira to accomplish the mission of launch OTC Aids Test. I believe that the major strength is MiraCare HIV test itself. These tests already gained international recognition, and...