Metabical

Central Problem:
Launching and positioning of CSPs newest

prescription drug, Metabical for overweight

The Cambridge Science Pharmaceutical

International health care company
Focused on developing, manufacturing, and marketing

products that treat metabolic disorders, gastointestinal diseases, immune deficiencies, and other chronic medical conditions.

The People
Barbara Printup Senior Director for Marketing Had over 20 years of experience marketing prescription drugs for CSP Led six new drug campaigns Concluded a successful product launching

The Issues
Who are the ideal target consumers
How should each participant in the decision making

process be addressed How could these participants best be reached? What was the appropriate message to convey to each one of them? What was the role of support program? What was the optimal roll-out schedule of key marketing communications activities?

SWOT ANALYSIS
Strengths
Product approved by FDA Less severe side effects

Weaknesses
Limited to BMI < 30 Not covered by Insurance

compared to competitors Average course of treatment It worked on a low-dose formulation

SWOT ANALYSIS
Opportunities
A lot of American overweight

Threats
Customer perceptions against

who are dissatisfied with their current weight and social status

over weight pills Imitations and competition Customer disappointments over loss-weight drugs Negative side-effects of these drugs Apprehensions of health-care providers of the likelihood that the patient will regain weight if they stop taking the pill

Who are the target costumers?

Sex: Both men and women
Age: 30-60 years old Income: Those who are earning $80,000 above. High income earners have a good buying power related to body weight control Education: Professional level (or those college

graduates)
Tends to reflect awareness and understanding of healthy

lifestyle

How should each participant in the decision making process be addressed?

Health care provider: Concern: They might regain weight after taking the pill Solution:

END

THANK YOU!!!