Theranos: Pivoting Consumer Healthcare (Portuguese version)

In June 2015, Theranos, a medical diagnostics enterprise situated in California, is at a crossroads. Having developed an innovative blood testing system for deployment in clinical trials conducted by pharmaceutical companies, the company is now keen to extend the usage of the system to individual consumers. It has just announced a partnership in the United States with Walgreens, the pharmacy retailer, and in Mexico with Carlos Slim Health Institute, a preventive health care provider. While on the verge of moving into business to consumer marketing, Theranos is examining ways in which its innovative product could be diffused across the world.