CASE STUDY 2.2
Tamara Rossegger
0a20f366
Uguumur
Trung Sơn
Nguyen Hoang
ma2n0248
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products:
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FLAVOURx
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pill glide
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to cover the bitter taste of liquid medicine
for children (adults), pets
spray with good taste to help taking pills with bad taste
Yo Gabba Gabba! Spray
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A few sprays before and after taking medicine will help to
get the bad taste away
Service for hospital
 Patients report about their health condition
(blog) and get support from users
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QUESTION 1
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To what extent do FLAVORx and CarePages
meet each of the tests of an opportunity?
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Attractive:

market for flavor additives is highly attractive because of a
great level of demand and no product available which
works well
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Evidence: …….
Timely:
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yes, took a lot of time to create the „perfect“ taste. And
there is no product available at the time of creation to
cover the bitter taste of medicine. Only a few competitors –
still bitter taste!
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Durable:
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yes. Always sick persons who need medicine and cannot take
it because of the bitter taste, especially children.
adds value for its buyer or end user:

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yes, child, adults, pets  helps to take the necessary
medicine
customer comments
Lauren N., 10 years old
Evans, GA
“I love this stuff because it works. I used the Strawberry FLAVORx flavor when I was younger and it
helped so much when I took liquid medication. But I take swallowers [pills] now.”
http://flavorx.com/parents/our-products/flavorx-pediatrics/reviews/
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Attractive:
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yes, because the hospital improves its image and
could attract prospective patients
„sucess stories“ of recovered patients could be shared
easily and give hope and support to patients
Timely:

yes, no competitive webpages at the time of
launching
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Durable:
Yes, increasing number of page views
 a great chance for new-founded hospitals to promote their
services

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creates or adds value
Yes, improves the image of hospital
 attract prospectieve patients
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QUESTION 2
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Why do you think the idea for FLAVORx was not
developed by a large pharmaceutical company
long before Kenny Kramm came along, and the
idea for CarePages wasn‘t developed by a
hospital long before Eric Langshur came up with
the idea?
QUESTION 2
Flavorx: Maybe in big pharma companies they
don‘t want to specialize in „just“ better flavours.
For them the „usefullness“ of the medicine is the
most important one.
 Not depanding on taste, customer has no choice,
they have to take the medicine

CarePages: Maybe Hospitals just don‘t think
about this option
 more acess to the internet, not focus on
individual patients
[http://www.infoplease.com/ipa/A0193167.html]
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Sources: Organovo, FDA, Pharmaceutical Research
Manufacturers of America.
http://www.dailyfinance.com/2013/08/23/how-big-is-organovos-marketopportunity/
http://www.drugchannels.net/2013/03/drugstore-sales-drop-along-withdrug.html
QUESTION 3
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Why do you think CarePages markets its product
to hospitals rather than directly to consumers,
like MySpace and Facebook do?
TARGET IS HOSPITAL
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Its make available to
patients and family
members who were
leading their care
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The hospitals could
promote the service and
attach the brand, and
benefit through improved
patient satisfaction and
patients and families who
were receiving through
Carepages community
HOW IT WORKS?

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Consumer is free to join
Health care facilities pay Carepages
for the service and offer it to their
patients for free
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Over 700 healthcare facilities
that can make their good PR
via Carepages
Advertisement
 Sponsored by
 Provided by

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The health care farcicalities benefit
through improved customer
satisfaction – 30% on average people
who use the Carepage service
DIFFRENCE BETWEEN FACEBOOK AND
CAREPAGES
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Facebook is more growth but who need advise of
some illness or injury its hard to find information
from Facebook. People still need centralized
healthcare website.
the ‘author’ of a Carepage site is usually not the
‘patient’ — its not the patient talking about
themselves giving updates on their status – its
usually the caregiver speaking on their behalf — that
is not Facebook
QUESTION 4
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What similarities do you see between FLAVORx
and CarePages? What does each company teach
you about the opportunity recognition process?
FULL VIEW OF THE OPPORTUNITY RECOGNITION
PROCESS
Depicts the connection between an awareness of emerging trends
and the personal characteristics of the entrepreneur
SIMILARITIES
•
•
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Flavorx & CarePages concern to products and services for health.
Business ideas came from real issues. Initially, both of Flavorx &
Carepages were used for themselves and non-profit.
Each research group include 5 to 10 people and some among
them are expert.
THE POINTS WE CAN LEARN FROM EACH
BUSINESS
Business idea may come from the most common
troubles we have face everyday. We have to recognize
and make it become real business.
 The product or services must be supported by social or
many people pay attention to it.
 We need a team.
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APPLICATION QUESTION 1
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How could FLAVORx and CarePages effectively
use focus groups to strengthen their existing
products and solicit suggestions for related
product ideas?
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FlavorX:
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

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to create „new tastes“
Maybe get customers feedback and inspiration for future
product (pet, baby….)
to recognize complaints about their product
to talk about competitor brand
survey before creating new products
CarePages:
to get insights
 to create new tools for the blog – eg daily video reports,
interactive staff like chats,…
 to improve design, to take wishes from the patients in
account
 to present the hospital better
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APPLICATION QUESTION 2
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Think about the service that CarePages offers.
Brainstorm other situations that people are in
where it might make sense to set up a Web site
or blog that allows a person to provide frequent
updates and receive notes of encouragement and
support from friends. Pick your best idea. Could a
business be set up to facilitate the process for
others?
APPLICATION QUESTION 2
IDEAS:
 Tourism
 Felix Baumgartner - blog for extreme sport
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
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http://felix-baumgartner.blogspot.tw/
Keep fans updated , improve image of sponsor (red
bull
Food Webpage in Taiwan for foreigners in English
Webpage with city map and reviews of restaurants
 Users can add comments
 financed by advertisements of restaurants
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TELICIOUS
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attractive:
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timely:
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yes  there is no competitive hompage and always
new foreigners (number increasing)
durable
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Yes  for foreigners in Taiwan it‘s not easy to find an
attractive restaurant when you cannot speak chinese
Yes  useful for many years, improve number of
restaurant and areas
adds value
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yes  difficulties to find good restaurants , people
know where they can eat and the menu is in english