Preview

Botox: Almost Trouble-Free New Faces

Powerful Essays
Open Document
Open Document
1955 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Botox: Almost Trouble-Free New Faces
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 Botox treatments to attract customers to resorts; Allergan’s marketing of Botox once it was approved for cosmetic purposes and the use of Botox to support the new strategy of Allergan to become a major player in the pharmaceuticals industry. It closes with the observation that the formula for Botox is one of the most closely guarded product secrets in the world—along with the formula for Coca-Cola.

The case is especially useful for discussing added value and the creation of customer satisfaction. It raises questions about the difference between needs, wants, and demands; what constitutes value; is useful for illustrating the difference between a marketing oriented company (Allergan after Botox) rather than a non-marketing oriented company (Allergan before Botox); the potential benefits of marketing and raises questions about societal marketing (should Botox be promoted for cosmetic purposes? Should it be sold through parties?)

The case can also be used to illustrate relationships in the marketing paradigm—between Allergan and doctors, Allergan and final consumers and doctors, and final consumers. Allergan’s marketing efforts are two-pronged in order to successfully promote to both markets. It is important for students to

You May Also Find These Documents Helpful

  • Better Essays

    Botox Case Study

    • 452 Words
    • 2 Pages

    Botox® and dermal fillers are two major substances that have significantly impacted the effectiveness of non-surgical cosmetic treatments. Millions of men and women have found that these cosmetic procedures immensely improve their appearance, and trigger an immediate boost to their self-confidence. Botox® inhibits muscle activity by blocking the nerve signals which promote facial wrinkles, such as crow’s feet, and frown lines. Dermal fillers, such as Juvederm®, plump and raise skin to uplift facial features, and also stimulates collagen production. Botox® and Juvederm® are successful cosmetic treatments, and both have extensive records of proven results. These results are temporary, however, and for this reason, Brilliant Distinctions can save you money.…

    • 452 Words
    • 2 Pages
    Better Essays
  • Satisfactory Essays

    The Allstar brands medicine organization is one of the leading Pharmaceutical companies who manufactures quality over the counter (OTC) cold and allergy medicine at very reasonable market competitive price. Moreover, Allstar Brands' Allround product is one of the highest market share leaders in the over-the-counter (OTC) cold and allergy remedy market. Therefore, the persistent success of the Allstar brand in regards to the profits and sales previously formed, has made it a crucial component of the Allstar’s Pharmaceuticals Division's long-term strategic plan. Specifically, Allstar brand targets young men and women with children experiencing cold and allergy symptoms. A more difficult strategy that also focuses on customers who have purchased the product is to target competitors’ customers (Winer & Dhar, 2016, p. 39). Ordinarily, this segment will prove to have the best value in the long run compared to those customers already set with a specific brand.…

    • 583 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Shannon Cook then segways into the question of freezing of facial expressions through Botox and if it will harm the two way communication between mother and child. She follows it up with a quote from Dr. Ed Tronick, an associate professor of psychiatrics and pediatrics at the University of Massachusetts. By using a quote from a specialist from a prestigious university, Cook appeals to the audience’s ethos.…

    • 3356 Words
    • 14 Pages
    Powerful Essays
  • Powerful Essays

    Pharmasim Handbook

    • 3245 Words
    • 13 Pages

    Allstar Brands' Allround product is the market share leader in the over-the-counter (OTC) cold and allergy remedy market. The consistent success of the brand in terms of profitability and sales has made it a critical component of the Pharmaceuticals Division's long-term strategic plan. The division anticipates that the brand's cash flow in the coming periods will allow the company to pursue new opportunities in emerging markets. However, the division manager responsible for Allround has become concerned with the competitive nature of the OTC cold remedy market. In the past three periods, the industry has seen several product introductions as well as major increases in promotional and advertising expenditures. There is concern among senior management that this competitive activity will lead to declining market share and profitability for Allround. The brand has lost one full share point in the last period. Senior management expects that skillful marketing will prove pivotal to the long-term success of Allstar Brands.…

    • 3245 Words
    • 13 Pages
    Powerful Essays
  • Better Essays

    References: Bayer, K. (2005). Cosmetic surgery and cosmetics: redefining the appearance of age. Generations, 29(3), 13-18…

    • 1299 Words
    • 38 Pages
    Better Essays
  • Satisfactory Essays

    I. By a show of hands how many people think Botox is just for housewives with too much time and money on their hands?…

    • 437 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    Botox Term Paper

    • 2011 Words
    • 9 Pages

    Botox has gained in popularity over the years for several reasons. Botox is much cheaper and quicker than a face lift. It is very easy, affordable and less time consuming. Botox not only eliminates ocular problems and erase frown lines but also effectively treats migraine headaches, chronic neck and back pain. Botox became blockbuster drug for all those target markets.…

    • 2011 Words
    • 9 Pages
    Better Essays
  • Good Essays

    While medical treatments and pharmaceuticals are common approaches to address a wide variety of conditions, there is growing concern from consumer groups and the medical community regarding current marketing practices which result in overconsumption or no medical benefit. The medical industry however, argues that these technologies are revolutionary in relieving suffering.…

    • 622 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    This shot was originally used by physicians to calm their patient’s twitchy eye muscles, but it is now used for many reasons including the reduction of wrinkles, the main reason, and the elimination of migraine symptoms. This physician injects Botox in the problem spots of the face, freezing nerve impulses and making the face void of expression. Patients, after this muscle paralyzing procedure, cannot frown, squint, raise their eyebrows, or show any sign of disappointment or excitement. Botox, also, is a diluted poison and, if not thoroughly diluted, it may cause botulism, a sometimes fatal form of food poisoning. Other complications this injection of vanity may promote are the loss of ability to raise one’s eyebrows all the way, the excess of drooling due to paralysis of the mouth and the permanent loss of facial expressions. Also, this procedure cannot cure all wrinkles, for some naturally emerge and some are actually caused by the position of certain muscles under the skin. So, as Michael D. Lemonick states, “Botox isn’t a cure-all, and it has some pretty odd side effects. But if you don’t mind getting shot up with poison and you don’t mind paralyzing parts of your face—well, you’ve got plenty of…

    • 2626 Words
    • 11 Pages
    Powerful Essays
  • Better Essays

    Pipeda

    • 1242 Words
    • 5 Pages

    The PIPEDA requires that any business that collects, uses or discloses personal information in the course of commercial activity establish privacy policies and practices based on the following ten privacy principles of the Canadian Standard Association’s Model Code for the Protection of Personal Information. This code was developed by Canadian businesses, academics, consumers and government through the Canadian Standards Association and has been incorporated as a schedule to PIPEDA.…

    • 1242 Words
    • 5 Pages
    Better Essays
  • Good Essays

    These days it seems like some of the most unlikely concoctions end up being the most talked about beauty products and trends. I mean, we are living in a time where vampire facials (a.k.a blood facials) and sheep placenta facials are a thing. Doesn't sound too appealing, does it? For those who are a little squeamish, it might be worth opting for tried and true methods and products—no blood or placenta involved!…

    • 538 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    5. A major concern for many health care professionals is the belief that marketing “creates” needs. Explain the complexity of this issue.…

    • 1003 Words
    • 5 Pages
    Powerful Essays
  • Better Essays

    "Markets change, tastes change, so the companies and the individuals who choose to compete in those markets must change."( Wang, n.d. as cited by Morrison, p. 113). In modern medicine, disease treatment is more importance than disease prevention, as doctors focus more on treatment of symptoms of rather than determining its root cause. This is mirrored in the media by the large numbers of direct-consumer advertisements aimed at persuading patients themself to ask their doctors about various drug. Direct consumer marketing in the health-care industry is allowed in the USA.…

    • 1092 Words
    • 5 Pages
    Better Essays
  • Powerful Essays

    Rhetorical Analysis

    • 1883 Words
    • 8 Pages

    These days, makeup products have a big influence on every woman`s life. They are commonly believed to enhance women beauty, highlight their best features and make them feel more confident and accomplished. Makeup helps women to express their own creativity and individuality, to explore their nature and try out new looks. From the age of ten and older a lot of women use different kinds of make up at least few times a month; it might be just a lip gloss or a touch of mascara, but they all do that sooner or later. Since ancient times, women were already using coal and berries to make their appearance brighter and more attractive to other people, especially men. Since make up plays such an important role in the modern world, there occurred to be a lot of advertisements of beauty industry products everywhere: billboards, magazine and newspaper ads, special events and big posters in the related stores. Their purpose is to promote all kinds of various beauty products that women might want to use in order to look beautiful.…

    • 1883 Words
    • 8 Pages
    Powerful Essays
  • Satisfactory Essays

    Informative Speech

    • 509 Words
    • 2 Pages

    Good Afternoon.My name is Aruna Arnathan Krishnan and I will be giving a specch on Botox.Do you know that over one million Botox treatments carried out each year?.The newest beauty craze that has hit the middle age market is Botox. Botox injection therapy, although not completely new which has come out growing since being approved for use in cosmetic improvements in 2002.Botox is used to eliminate the look of aging by reducing the appearance of wrinkles on the face,neck and hands.Most commonly,patients use Botox to crow’s feet around the eyes,wrinkles on the forehead and the frown or laugh lines.It has become such a popular and user friendly alternative to cosmetic surgery. Recently some doctors have done research on Botox and they had come up with a new statement that Botox can be use as a pain controller.…

    • 509 Words
    • 2 Pages
    Satisfactory Essays

Related Topics