Netubicul : Pesitiening und 0emmunicutien

tttutegu let u new Neight-less Þtug
Netubicul : Pesitiening und 0emmunicutien
tttutegu let u new Neight-less Þtug
Carl nurahman Ŷ Wahvu kumoro Ŷ SanLo 8lzal
ZCCM SvndlcaLe
ackaround
1lme lebruarv 2008
ambrldae Sclences ÞharmaceuLlcals (SÞ)
· lnLernaLlonal healLh care companv
· locus on ueveloplnaţ manufacLurlnaţ and
markeLlna producL (meLabollc dlsorderţ
aasLrolnLesLlnal dlseaseţ lmmune deflclenclesţ
eLcŦ)
· arbara ÞrlnLupţ Senlor ulrecLor of markeLlna
· WanL Lo launch MeLablcal
(MebŴtobŴbveŴcol)
Cb[ecLlve
· uevelop ÞoslLlonlna SLraLeav
· ulld Lhe MarkeLlna ommunlcaLlon plan
ÞoslLlonlna
lM aunch
lebruarv 2008 lebruarv 2008
!anuarv 2009
nalvsls
DnlLed SLaLe lssue
· ln 2003ţ 63Ʒ from adulL ÞopulaLlon ls
CverwelahLţ Cbese and severelv obeseŦ
· 1he Second cause of prevenLable deaLh
· Soclal SLlama (affecL Lo professlonal llfe)
WelahL loss uruas characLerlsLlc
· no ÞrescrlpLlon druas for (Ml of 23 Ŷ 30) are
avallable
· neaaLlve slde effecLs ( aasLrolnLesLlnal effecLţ
and llver damaae)
· Perbal/ dleLarv supplemenL
· 8equlred an lu approval excepL herbal
MeLablcal
· pproved bv lu
· Speclflcallv for CverwelahL (Ml 23 Ŷ 30)
· 8educlna sLress on hearL and llver
· Slnale dose per dav (conLrolled release feaLure)
· 1he slde effecL (aasLrolnLesLlnal dlscomforL) less
severe Lhen oLher (lf Lhe paLlenL consumed hlah
level of faL and calorles)
· noL recommended for Ml ƽ30
SupporL Þroaram
8eference maLerlal
- WelahL loss Lracker
- lood dlarv
- nuLrlLlonal and calorle calculaLor
Cnllne welahL
onLrol
- ommunlLv lorums
Þersonal SupporL
- Menu Þlanner
- Crocerv llsL
- 1housands of reclpes
Meal Þlans
- WelahL Lralnlna
- ardlo rouLlnes
Lxerclse Þlans
#°oble l°ools
to ocbee bettet
tesolts tbo° tbev
wool ftom tbe pll
olo°e´
(1each llfesLvle sklll
for healLhv welahL
malnLenance afLer
Lhe lnlLlal welahL
loss was achleve)
Coals
1he Maalc
· 8each Lhe aoal bv week 12
8MI Metab|ca|
(Þounds)
Cther
(Þounds)
23 Ŷ 28 13 2
28 Ŷ 30 26 6
MarkeL 8esearch
MeLablcal lacLs
· LffecLlvelv aL Ml 23 Ŷ 30
· Þrlce ƹ $3 Ŵ $3 /per dav
$3 x 7davs x 12weeks ƹ $ 232
$3 x 7davs x 12weeks ƹ $ 420
Percentage of Overweight
0
10
20
30
40
percentage of overweight ('76 to '00)
1999 to 2000
1988 to 1994
1976 to 1980
Overweight
Obese Severely Obese
Percentage of overweight U.S. adult population increased steadily
Chart as shown above reflected the low concern of people in US about
healthy life and body weight control
ender Description about BMI number
0
10
20
30
40
30
60
70
80
8MI ǀ 25
1999-2000 Men (BMI>25)
prevelance (°)
Women (BMI > 25) Prevelence
(°)
omen are more concerned about their weight than men
Potential market to 1arget
ducational level
ducation level 2001 Obesity (º)
ess than High School 27,4
High School 23,2
Some College 21
College 15,7
People who have low education level become mostly prone to obesity
ducation level of someone tend to reflect their understanding and
awareness about healthy life and body image
Obesity on Income Level
lncome evel 2001 CbeslLv (Ʒ)
less Lhan $ 23ţ000 32ţ3
$ 23ţ000 Lo $ 40ţ000 31ţ3
$ 40ţ000 Lo $ 60ţ000 30ţ3
More Lhan $ 60ţ000 26ţ8
People who have low Income level. do not have full understanding about nutrition
In opposite. people in high income level have more education and their perception on food
and nutrition is better than the one in low level
People on high level have a good buying power to purchase drugs related to control body
weight
Maslow hlerachv of needs
PealLh and welahL concern
Soclal pproval
Survev
n ƹ 2ţ000 (1000 menţ 1000 women)
ae ƹ 18 Ŷ 70 vears
Mls ranae ƹ 23 Ŷ 29Ŧ9
Pousehold lncome ƹ varlous ( below $30ţ000 Ŷ over $80ţ000)
LducaLlon level ƹ Plah school Ŷ above colleae dearee
Are you satisfied with your current
weight and appearance?
esţ 30Ʒ
noţ 70Ʒ
nƹ 2000ţ 1000 men Ǝ 1000 women
Women esţ
23Ʒ
Women noţ
73Ʒ
Men es
33Ʒ
Men no
63Ʒ
Ʒ respondents were not sat|sf|ed
esţ 33Ʒ
noţ 63Ʒ
nƹ2ţ000
Are you actively trying to
lose weight?
Are you comfortable using
drugs to reach your weight-
loss goals?
esţ 13Ʒ
noţ 83Ʒ
nƹ330
Cn|y 15 respondent fee| comfortab|e us|ng drugs to |ose we|ght
After knowing the features and benefits of Metabical, would
you immediately request prescription at your health
provider?
esţ 12Ʒ
noţ 88Ʒ
nƹ2ţ000
Cn|y 12Ʒ wou|d |mmed|ate|y request prescr|pt|on
uo vou vlslL a healLh care provlder for
a vearlv phvslcal exam?
Women esţ
30Ʒ
Women noţ
30Ʒ
Men es
30Ʒ
Men no
70Ʒ
5Ʒ women and 3Ʒ men potent|a| for recommendat|on of Metab|ca|
by the|r nea|th Þrov|der
Would vou chanae vour behavlor Lo
llve a healLhv llfesLvle?
Women esţ
33Ʒ
Women noţ
43Ʒ
Men esţ 40Ʒ
Men noţ 60Ʒ
55Ʒ women Ǝ 4Ʒ men are w||||ng to change the|r ||festy|eţ
Comprehens|ve 5upport Þrogram w||| be the med|a for that
Pave vou Lrled and falled Lo lose
welahL ln Lhe pasL flve vears?
Women esţ
60Ʒ
Women noţ
40Ʒ
Men esţ 30Ʒ
Men noţ 70Ʒ
More women have tr|ed to |ose we|ght than menŦ Women are more potent|a| market
to try Metab|ca|
re vou saLlsfled wlLh currenL welahLŴ
loss opLlons on Lhe markeL?
Women esţ
33Ʒ
Women noţ
63Ʒ
Men esţ 63Ʒ
Men noţ 33Ʒ
Þotent|a| for a new opt|on ( IDA approved prescr|pt|on we|ghtŴ|oss drugs )
re vou aware of Lhe healLh rlsks assoclaLed
wlLh belna moderaLelv overwelahL?
olleae
uearee esţ
73Ʒ
olleae
uearee noţ
23Ʒ
Plah School
ulploma esţ
43Ʒ
Plah School
ulploma noţ
33Ʒ
Advert|s|ng shou|d a|so a|m to bu||d awareness of hea|th r|sk assoc|ated w|th
be|ng overwe|ght
Whv do vou wanL Lo lose welahL?
ae 18Ŵ33 1o
look beLLerţ
63Ʒ
ae 18Ŵ33 1o
lmprove
overall
healLhţ 33Ʒ
ae 33+ 1o
look beLLerţ
40Ʒ
ae 33+ 1o
lmprove
overall
healLhţ 60Ʒ
· Ior age 18Ŵ35ţ advert|s|ng message shou|d be about "|ook|ng better"
· Ior age 35+ţ advert|s|ng message shou|d be about "|mprov|ng overa|| hea|th"
Would vou be wllllna Lo pav ƍouL of pockeLƍ for a
prescrlpLlon welahLŴloss drua?
lncome
Ƽ$40ţ000
esţ 3Ʒ
lncome
Ƽ$40ţ000
noţ 93Ʒ
lncome
$40ţ000Ŵ
$80ţ000
esţ 11Ʒ
lncome
$40ţ000Ŵ
$80ţ000
noţ 89Ʒ
lncome
ƽ$80ţ000
esţ 20Ʒ
lncome
ƽ$80ţ000
noţ 80Ʒ
· Cn|y sma|| percentage of the econom|c |eve| h|gher than $4ţ are w||||ng
to pay "out of pocket" for Metab|ca|
· Campa|gn to persuade managed hea|th care p|ans to cover Metab|ca|
lemale Þsvchoaraphlc SeamenLaLlon (exhlblL 3)
5egment Descr|pt|on 1yp|ca| Demograph|c Þrof||e
l WanL Lo look llke a movle sLar llxaLed on bodv lmaae and
achlevlna Lhe perfecL phvslqueŦ
ow self esLeem and unreallsLlc
expecLaLlonsŦ
ae 18 Lo 30ţ hlah school
educaLlonţ household lncome
under $40Ŧ000
l wanL Lo be healLhler WanL Lo lose welahL Lo feel
beLLer and llve lonaerŦ
knowledaeable abouL Lhe
lmporLance of nuLrlLlon and
exerclseŦ 8eadv Lo make a chanae
ae 33 Lo 63 olleae educaLlon
plusţ household lncome
$80Ŧ000 +
l wanL Lo wear mv sklnnv [eans locused on aoal of reclalmlna
former welahLŦ MoLlvaLed and
wllllna Lo alLer currenL behavlorŦ
ae 23 Lo 40ţ olleae aducaLlonţ
household lncome $30Ŧ000 Ŵ
$80Ŧ000
l wanL Lo lose welahLţ buL onlv lf
lL ls easv
uon'L wanL Lo be deprlved of
lndulaencesţ noL lnLeresLed ln
chanalna dleL or exerclse hablLsŦ
ae 43 Ŷ 63ţ some colleae
educaLlonţ Pousehold lncome
$40Ŧ000 Ŷ $60Ŧ000
l am flne Lhe wav l am uon'L see need for chanaeŦ ln
denled abouL neaaLlve healLh
consequences assoclaLed wlLh
belna overwelahLŦ
ae of 40 Ŷ 63ţ some colleae
educaLlonţ household lncome
$30Ŧ000 Ŷ 30Ŧ000
1araeL MarkeL
· 1araeL aroupť Women aaed 33Ŵ63
· LducaLlon levelť olleae or hlaher
· Pousehold lncomeť $80ţ000 ++
· oncern wlLh healLh lssues caused bv
overwelahL
· Wllllna Lo chanae llfesLvle and behavlor
SÞ CCS
º lLs aoal was Lo enable lndlvlduals
Lo achleve beLLer resulLs Lhan
Lhev would from Lhe plll alone"
(paae3 paraaraph7)
ÞoslLlonlna
Competition Descriptions
Point oI Parity Point oI DiIIerence
Ŵ WelahL loss druas
· lu Cfflcal pproval
· Slnale dose a dav
· ess neaaLlve slde effecL
ÞoslLlonlna
WhaL?
Ŵ WelahL loss medlclne
Ŵ ess slde LffecL
Ŵ Maalcallv looslna
welahL
lor whom?
Ŵ CverwelahL
(Ml 23 Ŷ 30)
Ŵ l WanL Lo aeL PealLhler
Whv?
Ŵ lu pproval
Ŵ llnlcal 1rlal
aalnsL whom?
Ŵ lll
Ŵ xenlcal
Ŵ ÞleLhora
Ŵ CLher welahL loss
druas
SWC1 nalvsls
SLrenaLh
Ŵ ess Slde effecL
Ŵ lu pproval
Ŵ llnlcal 1esL Success
Weakness
Ŵ SLlll have slde effecL
Ŵ Cnlv LffecLlve ln Ml 23 Ŵ
30
CpporLunlLv
Ŵ loL of adulL overwelahL
Ŵ ulssaLlsfacLlon of lose welahL druas
1hreaL
Ŵ ulsappolnLed bv Lhe lossŴwelahL
druas
Ŵ SLlama LhaL lossŴwelahL druas ls
danaerous
SWC1
Þecisien muking
Ptecess
PealLh
care
provlder
1he paLlenLs
Would reaaln
welahL afLer Lhev
sLop Laklna Lhe
pllls
MeLablcal
+
omprehenslve
supporL
proaram
# mpowet voot
pote°ts to lose excess
we–btţ cbo°–e tbet
o°beoltbv eot°–
bobtsţ o° ocbee
lo°–Ŵtetm soccess´Ŧ
lnLroduclna MeLablcal
shorL Lerm drua
Lherapv and
comprehenslve
supporL proaram for
overwelahL paLlenLsŦ lL
aeL resulL
ulrecL Lo
onsumers
WanL Lo lose
welahL Lo feel
beLLer and llve
lonaer
MeLablcal
+
omprehenslve
supporL proaram
#@bose extto 20
poo°s cool be
kll°– voo´ţ elna
overwelahL leads
Lo hearL dlseaseţ
hlah blood
pressureţ dlabeLesţ
and aallbladder
dlseaseŦ lL's Llme Lo
aeL healLhv Ŷ
MeLablcal can help
lnLearaLed MarkeLlna ommunlcaLlon
l Þ
· 1radlLlonal MarkeLlna
÷ 1v dverLlslna
÷ 8adlo dverLlslna
÷ ÞrlnL Medla llLz
÷ ÞrlnL ads
· non 1radlLlonal MarkeLlna
÷ Cnllne dverLlslna
#$$
· 1radlLlonal MarkeLlna
÷ lnformaLlonal ÞamphleL
÷ Sample
÷ ulrecL mall
· non 1radlLlonal
÷ Cnllne LvenL ( º1he MeLablcal hallenae")
÷ Soclal neLworklna slLe
÷ loa
%#$%
· 1radlLlonal MarkeLlna
÷ Þubllc 8elaLlon
÷ PosplLallLv
÷ LvenL
· 8oundLable dlscusslon
· Medlcal research svmposlum
$#
· 1radlLlonal MarkeLlna
÷ ulrecL Sales (32 8ep for 3Ŧ200 Medlcal Cfflces)
÷ PosplLallLv (lunch Llme presenLaLlon)
%
1lmellne
wareness
1 ear
before
lnLeresL
6 monLh
before
ueslre
1 monLh
before
aunch
1he u dav
cLlon
fLer
launch
Metabical 1st Year US marketing Budget
Cost Year 1
Advertising
Push (prescribe) 1,000,000
Pull (direct to consumer) 12,000,000
Total Advertising 13,000,000
Promotion
Development oI support program 200,000
unch and earn Seminar/other promo 600,000
Production oI support program 2,000,000
Training/promotional materials 500,000
Direct mailings to health care providers 200,000
Total Promotion 3,500,000
Public Relations
Medical education meetings and events 3,500,000
Press release/materials 800,000
Total PR 4,300,000
Market Research 600,000
Sales Force allocation 1,491,000
product management allocation 255,000
Total Budget 23,146,000
Marketing Budget º allocation
Advertising
56º
Promotion
15º
Public Relation
19º
Market Research

Sales Force
allocation

product
management
allocation

High number of Advertising reflecting the important approach to
attract costumer awareness
Sales force needed to capture potential costumer through given
information usually to doctor. clinic. pharmacy to become top of mind
for them
8ecommendaLlon
· elebrlLv endorser should be lnLearaLed Lo show
ºsuccess sLorv" of looslna welahL caused bv
consumpLlon of MeLablcal
· ampalan Lo persuade manaaed healLh care
plans Lo lnclude MeLablcal ln Lhelr prescrlpLlonŴ
drua proarams
· Make a ºreallLvŴshow" proaram on Lelevlslon Lo
compeLe on ºblaaesL welahLŴlosL" bv uslna
MeLablcal and chanalna llfesLvle and eaLlna hablL
1hanks

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