Harvard Case - Myriad and OncorMed and the Marketing of the First Genetic Tests for Breast Cancer Susceptibility
"Myriad and OncorMed and the Marketing of the First Genetic Tests for Breast Cancer Susceptibility" Harvard business case study is written by Margaret L. Eaton, Rebecca Farkas, Daniel Greenwald. It deals with the challenges in the field of Social Enterprise. The case study is 30 page(s) long and it was first published on : May 1, 2005
At Fern Fort University, we recommend that Myriad Genetics adopt a multi-pronged approach to market its BRCA1/BRCA2 genetic tests, focusing on both direct-to-consumer (DTC) marketing and strategic partnerships with healthcare providers. This strategy should be underpinned by a strong commitment to corporate social responsibility (CSR), emphasizing transparency, patient education, and responsible use of genetic information. Myriad should also consider exploring opportunities for social entrepreneurship by developing accessible and affordable testing solutions for underserved populations, leveraging impact investing to scale these efforts.
2. Background
This case study explores the groundbreaking development and marketing of the first genetic tests for breast cancer susceptibility by Myriad Genetics. The company faced challenges in navigating the ethical and commercial implications of its innovation, particularly in terms of pricing, access, and potential misuse of genetic information. OncorMed, a smaller competitor, emerged with a lower-cost alternative, forcing Myriad to adapt its strategy.
The main protagonists are:
- Myriad Genetics: The pioneer in genetic testing for breast cancer susceptibility, facing challenges in pricing, access, and competition.
- OncorMed: A smaller competitor offering a lower-cost alternative, disrupting Myriad's market dominance.
- Healthcare providers: Key stakeholders who play a crucial role in patient education and test utilization.
- Patients: The ultimate beneficiaries of genetic testing, seeking accurate information and informed decision-making.
3. Analysis of the Case Study
This case study can be analyzed through the lens of strategic planning, marketing, and business ethics.
Strategic Planning: Myriad's initial strategy focused on establishing itself as the market leader by leveraging its patent protection and high pricing. This strategy proved successful initially but became unsustainable as competition emerged. OncorMed's entry highlighted the need for Myriad to adapt its strategy to address price sensitivity, expand market reach, and differentiate itself through value-added services.
Marketing: Myriad's initial marketing efforts focused on educating healthcare providers about the benefits of genetic testing. However, the emergence of DTC marketing presented new opportunities to reach patients directly. Myriad needed to develop a comprehensive marketing strategy that encompassed both healthcare provider and patient segments, addressing concerns about cost, access, and potential misuse of genetic information.
Business Ethics: The case raises critical ethical considerations related to the commercialization of genetic testing. Concerns about pricing, access, and the potential for genetic discrimination require Myriad to prioritize corporate social responsibility (CSR) and develop ethical guidelines for test utilization.
4. Recommendations
Adopt a Multi-Pronged Marketing Strategy:
- Direct-to-Consumer (DTC) Marketing: Myriad should leverage DTC marketing channels to reach patients directly, providing them with information about genetic testing and its implications. This strategy should be carefully calibrated to avoid misleading or sensationalized messaging.
- Strategic Partnerships with Healthcare Providers: Myriad should strengthen its relationships with healthcare providers, offering training, resources, and support to facilitate informed patient counseling and test utilization.
- Value-Added Services: Myriad should differentiate itself by offering value-added services such as genetic counseling, personalized risk assessment tools, and support groups for patients with positive test results.
Embrace Social Entrepreneurship:
- Accessible Testing for Underserved Populations: Myriad should develop affordable and accessible testing solutions for underserved populations, leveraging impact investing and partnerships with nonprofit organizations to bridge the gap in access to genetic testing.
- Social Impact Measurement: Myriad should actively measure the social impact of its initiatives, using metrics such as increased early detection rates, improved patient outcomes, and reduced healthcare costs.
Prioritize Corporate Social Responsibility (CSR):
- Transparency and Patient Education: Myriad should prioritize transparency in its pricing and testing procedures, providing patients with clear and concise information about the benefits, limitations, and potential risks of genetic testing.
- Ethical Guidelines: Myriad should develop and adhere to strict ethical guidelines for test utilization, ensuring responsible use of genetic information and protecting patient privacy.
- Community Engagement: Myriad should engage with communities to address concerns about genetic discrimination and promote responsible use of genetic information.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: Myriad's core competency lies in genetic testing technology. This recommendation aligns with its mission to improve human health by providing innovative genetic solutions.
- External Customers and Internal Clients: This recommendation addresses the needs of both external customers (patients) and internal clients (healthcare providers) by providing them with relevant information and support.
- Competitors: This recommendation helps Myriad stay ahead of the competition by adopting a more flexible and customer-centric approach.
- Attractiveness: The recommendations are expected to be attractive based on their potential to increase market share, enhance brand reputation, and generate positive social impact.
6. Conclusion
Myriad Genetics faces a critical juncture in its journey. By embracing a multi-pronged marketing strategy, prioritizing corporate social responsibility (CSR), and exploring opportunities for social entrepreneurship, Myriad can navigate the challenges of the genetic testing market, solidify its position as a leader in the field, and contribute to improving human health.
7. Discussion
Other alternatives not selected include:
- Maintaining the status quo: This option carries significant risks, as it would leave Myriad vulnerable to competition and potentially erode its brand reputation.
- Focusing solely on DTC marketing: This approach could alienate healthcare providers and potentially lead to misinterpretations and misuse of genetic information.
Key assumptions include:
- Patient demand for genetic testing will continue to grow.
- Healthcare providers will embrace the use of genetic testing as part of personalized medicine.
- Technological advancements will continue to drive down the cost of genetic testing.
8. Next Steps
- Develop a detailed marketing plan: This plan should outline specific strategies, target audiences, and budget allocations for DTC marketing, healthcare provider partnerships, and value-added services.
- Establish a dedicated CSR team: This team should be responsible for developing and implementing ethical guidelines, engaging with communities, and measuring the social impact of Myriad's initiatives.
- Pilot test accessible testing solutions: Myriad should partner with nonprofit organizations and impact investors to pilot test affordable and accessible testing solutions for underserved populations.
- Monitor market trends and competitor activity: Myriad should continuously monitor market trends and competitor activity to ensure its strategy remains relevant and competitive.
By taking these steps, Myriad can position itself for continued success in the evolving genetic testing market, while also making a positive contribution to society.
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Case Description
Two companies, Myriad Genetics and OncorMed, competed to develop a genetic test for breast and ovarian cancer susceptibility. Although the two companies had offered genetic testing only to women who participated in their research studies, in 1995, both were considering selling their testing services to physicians generally. Despite the promising market for this testing service, some scientists and patient activist groups believed that it was premature to provide testing outside a carefully controlled research environment, where data could be collected on an ongoing basis to answer significant questions about the health consequences of genetic mutations and the potential benefits and risks of testing. Specifically, they argued that commercialization should wait because knowledge about an inherited predisposition to breast cancer was still emerging, and medical care options for mutation carriers were limited and not proven to be of benefit. In addition, data on the psychological and social effects on women who were tested were still evolving. Those in favor of restricting such testing to the research setting wanted laws in place to protect individuals from irresponsible testing practices, loss of privacy, and genetic discrimination. Details the decisions that Myriad and OncorMed made regarding their testing services and how the two companies addressed the concerns of those outside the company.
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