METABICAL: POSITIONING & COMMUNICATION

STRATEGY FOR NEW WEIGHT-LOSS DRUG.

Metabical is a revolutionary weight loss drug, which Cambridge Sciences
Pharmaceuticals expects to be finally approved soon. Upon FDA approval,
Metabical will be the only weight loss drug that is clinically proven to be
effective for moderately obese individuals. Barbara Printup, the Senior
Marketing Director for Cambridge Sciences Pharmaceuticals, is
responsible for creating the positioning strategy and marketing
communications plan in preparation for the introduction of Metabical. It is
her task to carefully consider the decision-making process of consumers
as well as the interaction between the health care provider who prescribes
Metabical and the consumer who purchases Metabical. There is a high risk
of spelling disaster, if Metabical is - despite promising medical studies and
extensive research, poorly positioned in the highly competitive drug
market for weight-loss solutions.

GROUP - 3
MUKESH CHAVAN
NITISH VASHIST
DHRUV MALHOTRA
ROHAN RAO
MITHILESH SHUKLA

THE IDEAL TARGET CUSTOMER

The Ideal target customers were divided into two segments, 1 st one was Primary
Target and 2nd one was Secondary Target.
The Primary Target

Demographic - The Age 25 to 65 and the annual income is $ 25000 +.

Psychographic People who want to be healthier.
Want to lose weight to feel better and live longer. Who are knowledgeable
about the importance of nutrition and exercise. Ready to make a change and
take new steps in their current life. People having a focus on the goal of
reclaiming former weight. People who are self-motivated and willing to alter
current behavior.
Behavior- Consumer who chooses drugs to lose weight, who likes sports as
well as health treatment oriented. And the most important is choosing drugs
on advice.
Geography Urban & Rural People.

The Secondary Target- DOCTORS

Especially for physicians/ doctors, interlace corporations with those who

already have credibility, so that they can be one of the brand endorsers of
the project.

HOW SHOULD EACH PARTICIPANT IN DECISION-MAKING PROCESS BE

ADDRESSED?
Doctor/Health Care Provider

Problem Recognition: Patient comes with the problem of overweight or

related diseases like heart disease, blood pressure, diabetes etc.
Information search: Healthcare magazines, advertisements, other doctors,
drug reps.
Evaluation of alternatives: Metabical (Only prescription drug for
overweight segment, least side-effects, support program for 24 months) vs
Alli (OTC drug, gastrointestinal side-effects (under review), 12 months
support program).
Purchase decision: Its proven effective and has a 24 months support
program along with helping develop healthier lifestyle
.

Consumer

Problem Recognition: Patient realizes overweight issues by themselves or

awareness by advertisement.
Information search: Doctors, friends, internet, pharmacist.
Evaluation of alternatives: Only for overweight segment, least sideeffects, support program for 24 months. Alli, OTC drug, gastrointestinal sideeffects (under review), 12 months support program
Purchase decision: Although it would be a maximum of $420 ($5 X 7days X
12 weeks) treatment, it will be doctor prescribed, functional(proven
effective), will develop healthier lifestyle and has a 24 months support
program

HOW COULD THESSE PARTICIPANTS BEST BE REACHED?

THE APPROPROATE MESSAGE TO CONVEY TO EACH ONE OF THEM.
For customers:

Advertising heavily through television, radio, online and print media (the ads
like Losing weight is tough and Those extra 20 pounds could be killing you
would be given more priority and Look your best given next priority)

For doctors and health care providers:

Sales force visits to health care providers detailing them about Metabical,
offering samples and adding Metabical in their existing portfolio.
Print ads in leading medical publications and interactive ads adjacent to
online physician-resource information to raise awareness.
Mailing information kits and samples to various health care providers.
Lunch and learn seminars.

Public relations

Pre-launch and At-launch press releases and promotion of the same through
leading news organisations.
Two high profile medical education events at launch.

THE ROLE OF SUPPORT PROGRAM

CSP planned to create a comprehensive support program to compliment the
Metabical pills. The goal was to unable individuals to achieve better results along
with support program instead of pill alone. Also there was additional benefit of
learning lifestyle skills for healthy weight maintenance after the initial wt. loss was
achieved.
3

The year 1 cost of producing the support program was &2 million which was almost
under 10% of the total year 1 marketing budget. The support program include
reference materials, online weight control tools (weight loss tracker, calorie
calculator), personal support (community forum), meal plans (weight training &
cardio routines of less than 20 min per day). CSP intended to make its Metabical
support program more comprehensive by giving users access to it for 24 months.
THE OPTIMAL ROLLOUT SCHEDULE FOR KEY MARKETING
COMMUNICATIONS.

1 year prior Developing advertising campaigns and marketing materials.

6 months prior Utilize focus groups to check effectiveness.
3 months prior Direct marketing to doctors and healthcare providers.
Launch Date Press release and viral media campaigns.