Metabical Case Study Summary Essay

The Cambridge Sciences Pharmaceuticals (CSP) is an international health reverence company that had finish successful clinical trials for its newest weight loss prescription drug, Metabical. With the final FDA favourable reception expected, Metabicals launch was set for January 2009 and a clear merchandise communications strategy needed to be in place before the launch. With 10 years and $400 million spent on research and development, it was compulsory that CSP positions Metabical correctly in the marketplaceplace. Optimal segmentation, targeting, and positioning were important factors to consider in order to ensure that the launch as well as post-launch marketing of the drug yielded strong sales and product longevity.Key IssuesAnalyzing the market and segmentation, and identifying the require of the guests. The optimal marketing campaign would guarantee a better-off position of Metabical afterwards the information search and alternative valuation that customers may perform. Furthermore, Metabical needs to be affordable and effective as it will tho be open as a prescription drug and, at least initially, the patients would be required to purchase it as an out of pocket expense.CustomersGeneral joined Sates population struggling with excess weight (By 2000, 34% of the population was grievous, 25.8% categorize as obese, and 4.7% was in the severely obese category) End consumer (the patient) Moderately overweight people with the BMI of 25-30 Men and women between the age 45-74Individuals with income between $40,000 and $80,000+ Health c are providers who would prescribe the medication as this is not a over-the-counter ( over-the-counter(a)) drug Managed healthcare insurance companiesCustomer decision making outgrowthNeed Recognition and problem awarenessa. Overweight Consumers Many health and social stigmas are centered around excess weight. 35% of the respondents of the CSP sponsored market research are trying to lose weight and 15% of those are com fortable using drugs to reach ideal weight. The campaign must be focused in activating the latent needs of this segment (see circuit board 1, Annex). b. Healthcare providers Health care providers are already aware of the benefits that a reduction in weight would play in their clients health. However, they are not successful in counseling them to establish long-run healthy diet habits and exercise routines.Information searcha.Overweight consumers Once the customer has recognized the information and the need then he/she can research finished personal sources such as family, friends, testimonials, advertising, promotions, and sales persons or rival the expert healthcare providers. b.Healthcare providers Healthcare providers receive information reading through medical journals, attending conferences, and speaking with science and medical sales representatives and otherwise experts.Evaluation of Alternativesa.Overweight consumersAn alternative for Metabical would be a plethora o f OTC solutions such as Alli, the only FDA approved OTC drug, and a dietary paraphernalia ephedra. These alternatives, however, are associated with various and serious negative side effects. The fact that Metabical is the only weight loss product that requires prescription may be a point in its favor, as a sign of safety and effectiveness. Metabical is to a fault only required to be taken once a day.b.Healthcare providersThe abundant majority of alternatives for Metabical either have a negative effect or are not regulated by the FDA. Metabical represents a safer choice, in sound terms, to recommend its use. As the only FDA approved drug, Metabical can stimulate strong weight loss in customers and provides a comprehensive support and semipermanent weight maintenance program that enhances the success of the drug.