Printup receives her directions for the Board and then delegates them amongst her subordinates in marketing and sales. Research also found out that the pill was no effective on the extremely over-weight and obese study groups BMIs of 30 or greater In terms of segmenting their target market and positioning themselves as the safest weight-loss drug of choice, the CSP would be wise to focus their efforts on women with a BMI of who want to live a healthier life in order to live longer.
As the magazine ads roll out, the social networking phase would begin as well: The center of the support system is the website that will be developed and will include: Let Metabical and your health care provider start you on the road to a healthy weight and better life. This strategy was based on pull marketing where the purpose was to attract the customers and make them approach the supplier or seller first.
Besides these women of this demographic profile will have a college education plus which is also reflected in their attitude towards the weight loss process. If the company were to send sales representatives to doctors offices around the country, they could mention that their drug is one of the few FDA-approved weight loss drugs with clinical results to back up weight-loss claims.
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.
The sales people could also mention that unlike other weight-loss pills, some prescription drug plans would cover the cost of prescribing the pill to patients with hopefully more to come after a 6-month sales evaluation.
Additionally it is important to ensure that the FDA approval is also communicated to the target market so that the record is set straight and no initial concerns are likely to arise. Channels that will be targeted are news channels, health related channels and also channels that women watch frequently in order to reach our target market.
Usually the information is searched on the internet medical forums or specialized medical websitesseen in magazines advertisements in beauty and health magazinestelevision or even suggested by family and friends who have tried the product before or know someone who has.
The communication to the medical community will be tailored differently. 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.
Positioning and Communications Strategy for a New Weight Loss Drug Metabical is a revolutionary weight loss drug, which Cambridge Sciences Pharmaceuticals expects to be finally approved soon.
Eventually Metabical is being presented as brand-new weight-loss option which is approved by FDA and endorsed by physicians. These pamphletscontained a reply card which, if sent, would provide the sender with a sample of the product.
Following the purchase, consumer will require some time to use the product and evaluate whether the product has met the expectations and provided desired results. Another feature is that Metabical had some negative side effects if combined with excess fat and calories in the diet, which influenced a healthier nutrition and lifestyle as desired by the target group.
Which communication program do you propose, that is, how would you deploy promotional mix elements to advocate Metabical in the prelaunch, launch, and post-launch phases?
Rather than aiming for a quick and easy transformation, they are very much aware that losing the required amount of weight will need an entire lifestyle change, incorporating a balanced nutrition and regular exercise, a change which they are willing to make.
Printup likely had at least one high-level point of contact with the FDA who could have kept her up to date on recent internal agency updates about the status of Metabical and its clinical trials.Metabical Marketing Positioning Strategy Essays Words | 8 Pages.
Ina marketing and positioning strategy was needed for Cambridge Sciences. We will write a custom essay sample on Metabical: Positioning and Communications Strategy for a New Weight Loss Drug specifically for you for only $ $ /page Order now. Transcript of Metabical: Positioning and Communication Strategy.
Metabical: Positioning and Communication Strategy Issues only a year to launch "Metabical" high blood pressure, diabetes, and gallbladder disease. Your overweight patients are dying for help. Introducing Metabical – FDA Approved Weight loss drug.” Marketing communication. Metabical is a revolutionary weight loss drug for which Barbara Printup needs to develop a positioning and communications strategy.
1, words essay! Casehero Case study solutions by. November 17 Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug Analysis Barbara Printup has many factors to consider with the release of CSP’s newest weight loss drug Metabical, the 3 most important are: 1) optimal segmentation 2) targeting 3) positioning of the drug.
Positioning Statement Choices Because of it had approved by FDA as a safe drugs with prescription and suggested by clinical researches. For men and women who concern about their over weight Which gives the most dramatic weight-loss, safe drugs and helping you to make a healthy life Metabical is a weight-loss drug with prescription that only.Download