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Botox: Almost Trouble-Free New Faces

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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 …show more content…

Botox for cosmetic purposes is quite different. This situation illustrates want. We can all live with wrinkles, but we want to be rid of them. Want drives the purchase process. Given American’s obsession with appearance, the value of improving appearance would be very high. Again this value would primarily be ego (I look better) and social (others think I’m younger). And one would pay for it. As the case indicates the cost of Botox is quite high and unlikely to be covered by insurance companies for cosmetic purposes.

The Botox example illustrates want and need are quite different and they affect value. Unfortunately many U.S. consumers place a higher value on ego and social wants than physical needs which accounts for the run-away success of Botox.

2. When Allergan sold Botox as a specialty drug for ocular problems, what marketing management orientation was it employing? When it sells Botox as a cosmetic treat- ment, is it employing the same or a different orientation?

One could argue that Botox as a specialty drug for ocular problems illustrates the product concept. The focus of the company was on eye and skin treatments. Thus, it developed products within those categories and sold them on a product need basis to doctors.

The success of Botox cosmetic has forced the company to become more marketing oriented. The company is now focusing on target markets and developed promotional efforts aimed at final consumers as well as

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