The document discusses the decision making process for marketing the new weight loss drug Metabical. It outlines that the Metabical marketing team, led by Barbara Printup, conducted market research to identify optimal target consumers. They determined that individuals with a BMI of 25-30 who are overweight, but not obese, would benefit most from Metabical. The team also considered input from customers, executives, health insurance carriers, and the sales team in the decision making process. Printup will segment the market by gender, BMI, income, age, and other factors and target women aged 20-75 with a BMI of 25-30. CSP will position Metabical as the only FDA-approved prescription drug specifically for overweight individuals and
The document discusses the decision making process for marketing the new weight loss drug Metabical. It outlines that the Metabical marketing team, led by Barbara Printup, conducted market research to identify optimal target consumers. They determined that individuals with a BMI of 25-30 who are overweight, but not obese, would benefit most from Metabical. The team also considered input from customers, executives, health insurance carriers, and the sales team in the decision making process. Printup will segment the market by gender, BMI, income, age, and other factors and target women aged 20-75 with a BMI of 25-30. CSP will position Metabical as the only FDA-approved prescription drug specifically for overweight individuals and
The document discusses the decision making process for marketing the new weight loss drug Metabical. It outlines that the Metabical marketing team, led by Barbara Printup, conducted market research to identify optimal target consumers. They determined that individuals with a BMI of 25-30 who are overweight, but not obese, would benefit most from Metabical. The team also considered input from customers, executives, health insurance carriers, and the sales team in the decision making process. Printup will segment the market by gender, BMI, income, age, and other factors and target women aged 20-75 with a BMI of 25-30. CSP will position Metabical as the only FDA-approved prescription drug specifically for overweight individuals and
analysis PGEMP 49_Group 4 Alphin Paul Bhupendra Rawat Nirmal Paul Sunil Anjana Susobhan Panda
What is the decision making process for Metabical ?
Decision making process for Metabical: Market survey: Research into the overweight problems faced by people in US and their response to weight loss drugs. Advantage of Metabical over other drugs: Recognizing added advantage of FDA approval, with comparatively lesser side effects. Market segmentation: BMI between 25 to 30 and health care providers. Customer satisfaction as a priority: Easy weight loss solutions for direct customers and addressing relapse of obesity. Marketing strategy: By using promotions, public relations, advertising and sales force.
Who is involved in the decision making process ?
Metabical marketing team: Headed by Barbara Printup.
Voice of customer-Overweight patients (BMI 25 to 30) and Health care providers. Senior Executives of CSP: They were against celebrity spokes person ideas. Health Insurance carriers: For inclusion of anti obesity drugs in insurance coverage (future plan). Sales team of CSP: For developing effective sales scripts and presentations
How should printup think about the segmentation of
potential metabical consumers ? Who is the optimal target consumer? Printup can segment the market on various parameters Gender: Surveys showed that women were more interested in losing weight than men. BMI segment: BMI 25 to 30 is a well defined target group for Metabical Income level: Surveys showed obesity levels in various income levels. Printup could segment the market basis information available through surveys. Communication strategy could be different for low income and high income level group. Female Psychographic segmentation: CSP conducted psychographic survey and found various reasons as to why people of different demographic want to lose weight. Through this medium , market could be understood from the benefit and attitude people have for losing weight. Age group : People in various age brackets have different reasons to reduce lose weight. Also separate communication strategy might work for different age group. 20 years to 75 years age groups being primary targets as more than 50% in each group have BMI >25.
How should CSP identify and employ different
advantages that Metabical offers to position itself in the market place.? CSP could use the following advantage to position Metabical It could market Metabical as first prescription drug approved by FDA specifically for overweight individuals (those with a BMI of 25 to 30). It can also be positioned as safer drug with least side effects. CSP may also consider to market its comprehensive support program along with the Metabical. Together these three elements can position Metabical as the only safe drug, specifically meant for BMI group 2530 along with comprehensive support program for 24 months. This positioning can be used for different market segments with alternate communication strategies.
Communication strategy for target audience
1.ADVERTISING: CSP should clearly state in communication that Metabical is meant for BMI group 25-30 as it is most effective for this group and hence this will help maintain the credibility of the drug. As CSP is already thinking of making separate communication strategy for direct consumers and medical community, it is important that right message is conveyed to both the target audience CSP should stress on its comprehensive support program as it is very important for success of Metabical and establishing its credibility in long run. For DTC CSP should choose first concept losing weight is tough: you dont have to do it alone. Let Metabical & your health care provider start you on the road to healthy weight and better life. As this concept conveys very positive communication to the core issue of weight loss it is more realistic than other two. This concept can be supplemented by adding comprehensive support program element, to bring more clarity. For Medical community CSP may choose the following concept. Empower your patients to lose excess weight, change their unhealthy eating habits and achieve long-term success. Introducing metabical- short term drug therapy and comprehensive support program for overweight patients. It get results. This concept can also be supplemented by adding safety element of the drug. That will make the concept complete, clearly indicating that drug is safe and should be prescribed along with the comprehensive support program to avoid relapse.
Communication strategy for target audienceContinued..
2.PROMOTION AND PUBLIC RELATIONS: CSPs direct mail campaign was an existing and effective communication strategy that was in usage. The Metabical challenge: The online contest is a good way to market Metabical. Social and Viral Marketing: Since Printup has less knowledge in this its better not to adopt this as it could backfire. Public relations: Printup with her previous rich experience has a expertise in timely public relationship events. 3.SALES FORCE: Mobilization of sales teams to detail health care providers about Metabical in their territories and adding it to their existing portfolios is a good promotion tactics as they have an established networks for other CSP drugs.