Botox: Almost Trouble-Free New Faces Essay

1943 Words Mar 8th, 2013 8 Pages
Botox: Almost Trouble-Free New Faces

Synopsis

The Botox case illustrates the accidental success of a product developed for an entirely different purpose. Originally, Botox was used in the treatment of crossed-eyes, but ophthalmologists quickly learned that it would also erase wrinkles and frown lines around eyes. It wasn’t long before doctors across the United States were using Botox for treating wrinkles even though Allergan could not promote the product for this use.

The case discusses the advantages (fewer frown lines) and disadvantages and side effects (drooping eyelids and the need to repeat treatments) of Botox; explains what the product is; lists potential target markets; selling of the product at “Botox parties”; use of
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3. When doctors treat patients with Botox in their office, is that an example of a selling concept or marketing concept? When they hold parties for patients in private homes?

The answer to these questions depends on what the Botox is used for and the motivations of the doctors. When doctors are prescribing Botox for ocular problems, this would seem to be the marketing concept because they are focusing on the needs of the consumer. The same could be said for Botox cosmetic.

Parties, however, seem to be different. Here the doctor’s motivation seems to be on selling a greater quantity of the product. That resembles the selling concept. This is not a focus on the needs of individual consumers as treating individual consumers in the office would be. The goal seems to be to increase revenues by cutting costs and serving multiple customers at once.

4. Apply the concepts of customer lifetime value and customer equity to Botox. How do doctors and Allergan improve the way they manage customer relationships?

Because customers need an on-going series of treatments, Botox has the opportunity to provide lifetime value over and over. The value added will depend on how well Botox continues to work and aging consumers’ desire to appear young. The efficacy of Botox over time is a problem for Allergan. At this point, no one knows how Botox treatments will work over a period of years. Will their effectiveness decrease? Are there side

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