MedMira Essay

1162 Words Feb 22nd, 2014 5 Pages
WHAT CHANGES IN THE ENVIRONMENT MADE IT POSSIBLE TO CONSIDER THE LAUNCH OF AN OTC AIDS TEST? BE SPECIFIC.

For a better understanding of the context in which MedMira considered launching an OTC Aids Test, one should focus on analyzing major changes in the environment that could reshape the way consumers face this recent self-diagnosis approach. After the pioneer proliferation of HIV, the development of a global concern about AIDS and the consequent changes in public perception of the disease are crucial to evaluate consumers’ possible response to such technological progresses.
HIV infection has progressively become an epidemic disease, spreading virtually to all social classes. Every year, high new-infection rates are reported even
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Actually, MedMira had already been developing a set of other rapid tests that enhanced rigorous diagnoses and effective treatment for other infectious diseases, whose rapid results proved to be critical in emergency situations, such as childbirth labor. MedMira’s rapid HIV tests were also user-friendly since they did not require specialized equipment or skillfull professionals to be interpreted immediately. New tests showed improved test kit technology and test performance, giving further credibility to this new technology.
In conclusion, the launch of the OTC HIV test was put under consideration because we are now living in a more informed society, that is gradually giving value to preventive measures, where easier, faster and confidential tests might be a channel to reduce infection rates in an effective way.
SHOULD MEDMIRA ENTER THE U.S. OTC MARKET? PROS AND CONS OF THE ALTERNATIVES. WHAT WOULD YOU DO?

When considering the MedMira’s entrance in the U.S. OTC market, there are appealing opportunities but also some possible threats that need to be weighed.
MedMira’s OCT test is based on a breakthrough technology platform known as flow-through assays that allows a faster but accessible diagnosis of infection, making it a

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