Download - marketing activity-biogen
REAL, Genalyn Anne Y. BSA -2A
BAM101 – Principles of Marketing Prof. Gamad
Chen, Caroline, “Biogen Straps Fitbits onto MS Patients' Wrists”, Bloomberg Businessweek,
December 23, 2014
I. Introduction
Technology has been so much part of life that it may be considered more of a necessity
than a convenience. Because we are in the modern age of digital revolution, technology is
widely used to innovate different aspects of life—from electronics to businesses to medicines.
Because of the fast-paced development of societies, drug maker Biogen Idec (BIIB) is exploring
ways to gather data from people who suffer from multiple sclerosis by using Fitbit. Basically, the
company aims to save the payers money, to speed up the recovery and to have better
outcomes for patients.
Biogen Idec, Inc. is a global biotechnology company based in Massachusetts,
specializing in discovering, developing, and delivering therapies for the treatment of
neurodegenerative, hematologic and autoimmune diseases just like multiple sclerosis. Multiple
sclerosis is a disabling disease of the central nervous system that blocks the flow of information
within the brain, and between the brain and body. Biogen gave out 250 Fitbits that will help in
providing information regarding the level of activity and sleep patterns of a patient. Mobility is
affected by the disease, and collecting data on a daily basis could yield data about the progress
of the disease thus leading to better treatments.
Biogen used strategic planning, not only to outwit its competitors, but to greatly help its
patients. Now that it’s innovating its medicines and therapies, they have gained competitive
advantage against other companies that stood to their traditional and simple ways. Because of
this amazing change, they have successfully played their social responsibility to the community.
II. Environment
The macro-environment refers to all forces that are part of the larger society and affect
the micro-environment. It includes concepts such as demography, economy, natural forces,
technology, politics, and culture. The factors that are most relevant in Biogen’s new tactic is
demographic, economic, technological, and stimulating innovation factors. These contribute
significantly on the company’s aim to save money and make better medicines for its patients.
Demographically, the Fitbit bands are for the MS patients. Economically, these bands help in
budgeting and conserving money for cheaper and better outcomes. Technologically, Biogen
proved to medicine and technology dances well together by using Fitbit bands. And lastly, this
creative idea of using Fitbit bands for alternative medicine is an example of an innovating action
that changes the medicine game all over the world.
III. Marketing Mix Variables
A target market is a group of customers towards which a business has decided to aim its
marketing efforts. Biogen is a drug making company that is focused upon patients who have
severe diseases that can be treated either by medicine or by therapies. Ultimately, for this
particular story their target market is the MS patients. The marketing mix consists of: four P’s
namely Product, Place, Promotion, Pricing. The company has five MS drugs on the market
(Avonex, Fampyra, Plegridy, Tysabri, and Tecfidera) which, in general, are very costly and
expensive. These are distributed around the world to help MS patients anywhere and anytime.
Because Biogen wants to minimize the cost of their patients, they introduced Fitbit bands that
encourages them to do physical activities thus reducing the risk of multiple sclerosis. They have
improved their products and pricing thus the promotion for Fitbit bands as an alternative is
becoming a trend to the medicine society. Fitbit and other wearables hold great promise for the
MS population thus Biogen CEO Scangos says he’s confident his company will be able to
provide useful information to doctors using these innovative instruments.