Marketing Strategy and Plan: Establishing MSIC in Victoria Street

This report outlines a marketing strategy and plan for establishing a Medically Supervised Injection Centre (MSIC) in Victoria Street, addressing the critical issue of drug abuse. The document begins with an executive summary and table of contents, followed by an introduction that provides context for the drug abuse crisis in the area. The discussion section delves into the concept of an MSIC, explaining its purpose and operational model, and includes a SWOT analysis to evaluate the strengths, weaknesses, opportunities, and threats associated with such a facility. The SWOT analysis covers aspects like harm reduction, reduced overdose rates, and public safety benefits, as well as potential drawbacks, legal challenges, and moral considerations. The report concludes by summarizing the benefits of an MSIC and emphasizing its role in harm reduction. References to supporting literature are also provided.

Running head: MARKETING STRATEGY AND PLAN
Marketing strategy and plan for constructing MSIC
Name of the Student
Name of the University
Author Note

1MARKETING STRATEGY AND PLAN
Executive summary
Drug abuse is a major health concern in the Victoria Street population. Illegal consumption of
drugs, overdose risk factors and fatalities are a problem for the residents. The Victoria Street
Drug Solutions aims to set up a medically supervised injection facility to address the impacts of
public drug dealing and overuse on the community. This report elucidates the different strengths
and weakness of such center through SWOT analysis to educate the community.

2MARKETING STRATEGY AND PLAN
Table of Contents
I. Introduction..............................................................................................................................3
II. Discussion................................................................................................................................3
a. What is MSIC?.....................................................................................................................4
b. SWOT Analysis....................................................................................................................4
III. Conclusion............................................................................................................................8
References........................................................................................................................................9

3MARKETING STRATEGY AND PLAN
I. Introduction
In November 2016, the RVSDS (Residents of Victoria Street Drug Solutions) first met. It
became incorporated few months later in March, the following year. Residents living in the
Victoria Street have co-existed with this health concern for many years1. The crisis of drug abuse
has been escalating since many years among the residents. This is quite evident from the
availability of bloodstained swabs, syringes, litter and excrement in the area. The residents were
struggling to cope with this crisis and needed community support. Strong police vigilance in the
area resulted in people using drugs in another location. Public drug dealing, overdosing and
deaths became a regular affair2. This report will focus on the strategies that need to be
implemented to set up a medically supervised injecting centre by educating the public.
II. Discussion
The RVSDS incorporates those residents who are personally or directly influenced by the
high levels of drug abuse and illegal drug dealing within the area. The organization advocates for
a fixed Medically Supervised Injection Centre (MSIC) to be built within the premises of Victoria
Street. Its principal aim is to address the massive levels of drug addiction in public, ever-
increasing rates of overdose, the resulting fatalities. It also wants to address the drug dealing
1 Vicstreetdrugsolutions.org, 'Home | Victoria Street Drug Solutions' (Home | Victoria Street Drug Solutions, 2017)
<https://www.vicstreetdrugsolutions.org/copy-of-about-us> accessed 25 August 2017.
2 Dobbin, Malcolm. "Pharmaceutical drug misuse in Australia." Issues (2014): 1.

4MARKETING STRATEGY AND PLAN
business associated with these conditions, the vulnerability to crime and risks to public safety
and health issues.
a. What is MSIC?
Medically supervised injection centres are practical and compassionate healthcare services,
which seek to connect with drug addicts. These centres are patient specific and they welcome
drug abusers in non-judgemental manner. They recognize the chronic status of drug dependence,
and focus on possible avenues that can reduce the intending harm3. They concentrate on
downregulating or lowering the effects of negative consequences of drug abuse on the health and
wellbeing of an addict. The first MSIC was built in Switzerland in the early 80s. More
than 90 such centres are now present worldwide. Most are located in European countries like
Spain, Germany, Norway, the Netherlands, Denmark and Luxembourg. Canada has two facilities
and Australia has one. It has several advantages and opportunities which can be demonstrated
through a SWOT analysis.
b. SWOT Analysis
STRENGTH WEAKNESS
 It will reduce harms associated with
drug abuse and will provide positive
outcomes to the residents of Victoria
Street.
 No study on MSIC have reported any
 Some physicians will be concerned
about the fact that MSIC do not provide
immediate drug treatment strategies and
health care services.
 Rigorous scientific evaluations must be
3 Bayoumi, Ahmed M., and Carol J. Strike. "Making the case for supervised injection services." The
Lancet 387.10031 (2016): 1890.

5MARKETING STRATEGY AND PLAN
deaths by overdose There was a 35%
lowering in the lethal overdose number
in Vancouver after setup of such a
centre. The centre has avoided cases of
more than 1,000 lethal overdoses per
year. Ambulance calls were lowered by
80% during MSIC operation in
Sydney4.
 Rate of detoxification use and initiation
of methadone maintenance therapy will
increase.
 Safer injection practice will reduce the
risk of Hepatitis C, HIV, cellulitis,
MRSA, and endocarditis transmission.
Eight studies were examined.
 Safe injection practices will decrease
the likelihood of syringe sharing or
reuse, injection in public spaces. It will
undertaken to evaluate if the ends
justify the MSIC means. The effect of
MSIC in reducing drug abuse can only
be validated through abstinence records
in the area. These records should prove
that the community is no longer at a
risk7.
 Only morally acceptable treatments can
be used. The standards of care are
generally not met (i.e., abstinence and
treatment to facilitate recover).
 The construction of a MSIC is morally
unacceptable. Drug use is illegal owing
to its harmful effects and therefore need
to be prohibited universally.
 While evaluating MSIC, people under
the influence of drugs will b unable to
4 Boyd, Neil. "Lessons from INSITE, Vancouver's supervised injection facility: 2003–2012." Drugs: education,
prevention and policy 20.3 (2013): 234-240.

6MARKETING STRATEGY AND PLAN
increase sterile water use, filtering of
drugs. The MSIC nurses will provide
education on safer injection practices5.
The requirement for assistance with
injection is an important risk factor for
HIV infection due to lack of knowledge
and ignorance about safe injection
practices6.
 MSIC will also be directly involved in
increased condom use.
 Injection related litter will get reduced.
There will be fewer dropped syringes
provide consent.
5 Dertadian, George C., et al. "Self‐limiting non‐medical pharmaceutical opioid use among young people in Sydney,
Australia: An exploratory study." Drug and Alcohol Review (2017).
6 Solomon, S. S., et al. "P1279 HIGH BURDEN OF HCV AND HCV/HIV COINFECTION AMONG INJECTION
DRUG USERS IN INDIA: NEED FOR INTEGRATION OF HIV AND HCV SERVICES." Journal of
Hepatology 60.1 (2014): S516.
7

7MARKETING STRATEGY AND PLAN
and less complaints about people taking
drugs in public spaces.
OPORTUNITIES THREATS
 MSIC could provide healthcare
facilities to the population of
individuals who are generally denied
human rights and basic dignity due to
their addiction.
 MSIC are evidence-based healthcare
approaches that serve as a gateway to
treat the marginalized group of drug
addicts8. Laws could be changed
according to best interests of the
patient.
 It will provide the opportunity to
educate the community about the latest
control substances available, the risk
factors associated with drug overdose
 A conservative government that has a
political agenda based on criminal
justice approaches to addiction will be
likely interfered with the process and
research.
 Though, they are legalized at the state
level, they are not exempted by the
federal law. The federal government
could intervene and prosecute the staff
and operators. An exemption from
federal law is needed.
 Without a constructive legal framework
it will be vulnerable to police
interference and funding issues. The
8 Potier, Chloé, et al. "Supervised injection services: what has been demonstrated? A systematic literature
review." Drug and alcohol dependence145 (2014): 48-68.

8MARKETING STRATEGY AND PLAN
and death from such circumstances.
 The concern of the members of the
community can be addressed and heard
and the public can also be engaged on
implementing the services.
 It is the legal duty of a state to preserve
and protect the welfare of its citizens.
The MSIC can be used as a law
protecting agency, protecting the health
of its members and users. This will
eliminate chances of the setup from
being considered illegal.
staff could be arrested9.
 Even after informed consent, the
physician and staff may have a liability
risk if the patient dies or gets seriously
injured after taking the injection.
 Certification of the drug dose can also
be a risk.
III. Conclusion
Thus, it can be concluded that Medically supervised injection centres are a form of harm-
reduction strategies, which are designed to reduce drug overdose and other harms associated with
illegal drug abuse. Residents of Victoria Street should be made aware on the benefits of such
center and setting up a legally approved MSIC at the premises will help in reducing the
enormous levels of addiction in the premises.
9 Gardner, Alycia. Supervised Injection Facilities and Social Services: An Evaluation of Social Service Provision
and Treatment Uptake from Managerial Perspectives. Diss. Icahn School of Medicine at Mount Sinai, 2017.