Botox Case Study Example | Topics and Well Written Essays - 1000 words

Botox - Case Study ExampleBotox is derived from the botulin poison and used to paralyze the poise and thus movement in certain parts of the face, particularly around the eyes, forehead, mouth, and nose, creating an appearance that is free of the age associated wrinkles. This treatment is considered a luxury purchase in Canada and worldwide, though is reasonably priced at around $2000 for a 3-6 month treatment on average. Because of this, the proposed selling plan will address the ways to increase gross revenue primarily in the luxury market, while also recognizing that Botox may become useful in the treatment of other diseases, such as migraines, chronic pain disorders, or nerve issues. Allergan states that Botox has has virtually changed the face of medical aesthetics and the widest application of this pharmaceutical is in decorative related procedures that are non-surgical and relatively quick for the patient to receive. (Allergen, 2011) Nevertheless, there may be competitors or legislative decisions that adversely affect the Botox market, such as taxation in the fall in States that would target Botox treatments and other types of cosmetic surgery with a type of luxury tax. As this is not expected to pass in Canada in the foreseeable future, the wider issue would be the assumption of medical coverage for Botox treatments popularly. There is increasing use of Botox in Canadian hospitals covered under internal healthcare plans that include the use of Botox as a treatment for migraines, but there is little coverage under these plans for cosmetic procedures. Because of this, Allergan should pursue a sales and marketing plan for Botox in Canada that targets the medical uses of the drug to the hospital and private practitioner community while providing additional literature on the cosmetic use of Botox to all practicing cosmetic surgeons in the country. The next section will examine the existing corporate strategy of Allergan to see how it nookie be supple mented or improved for Canada. Allergan It is clear that Allergan CEO David Pyotts plan for Botox has been widely successful, and the company is already pursuing a dual marketing plan of providing the background information on the medical uses of Botox to doctors in hospitals and private practice in Canada, while building log term relationships with cosmetic surgeons and dermatologists who specialize in the procedure. The advertising of Botox in the professional class is largely established through word of mouth and the becoming of Botox a publicly recognized term, like aspirin. This success in building the brand identity can be considered the highest accomplishment of Allergans existing marketing campaign, and this brand identity will fuel future organic growth in Canada. Strengths The strengths of the Botox product is its cosmetic use, though increasingly the medical logical implication of Botox in migraine and nerve pain instances points to a large and growing market share. Beca use there are few existent competitors for this product, and because it gives professionals an advantage in an appearance oriented career such as acting, modeling, publicity, etc., the procedure itself can often be justified as a business related damage or investment. This aspect is also related to the inevitable fact of old age and the need of society to worship the