The international healthcare company, Cambridge Sciences Pharmaceuticals (CSP), has successfully completed clinical tests for its newest weight loss prescription drug, Metabical. The FDA approval for Metabical's launch in January 2009 is expected. CSP recognizes the need for a strong sales and communication strategy to effectively position Metabical in the market. After investing 10 years and $400 million in research and development, CSP aims to ensure that the drug generates strong sales and maintains longevity.
Key issues include analyzing the market, segmenting and targeting customers, and understanding their needs. The marketing campaign should focus on positioning Metabical as an affordable and effective prescription drug, especially considering potential out-of-pocket expenses for patients.
The target customers are the general United States population struggling with excess weight, with obesity rates at 34% by 2000 and a further 2
...5.8% classified as obese. Additionally, 7% of individuals belonged to the corpulent class. The end consumer or patient is reasonably overweight with a BMI of 25-30 within the age range of 45-74 and an income between $40,000-$80,000+. Health care providers who can prescribe the medicine are also part of the customer base, along with managed health care insurance companies.
The decision-making process for customers involves recognizing the need and being aware of the problem.Approximately 35% of participants in a sponsored market research conducted by CSP are fleshy consumers who are seeking to lose weight. Out of this group, 15% are comfortable using drugs to achieve their desired weight. The main focus for the campaign should be understanding and addressing the specific needs of this segment. Healthcare providers already recognize the health benefits associated with weight loss but struggle to provide guidance on establishing long-term health
eating habits and exercise routines. When it comes to gathering information, fleshy consumers rely on personal sources such as family, friends, testimonials, advertisements, promotions, and salespeople. On the other hand, healthcare providers obtain information from medical journals and conferences.
The text discusses various options for Metabical, a weight loss product under evaluation. One option mentioned is using OTC solutions like Alli or a dietary supplement called joint fir; however, these choices have negative side effects. In contrast to these alternatives, Metabical stands out as the only prescription-based weight loss product which can be perceived as both safe and effective. Moreover, Metabical only requires once-daily intake while most other options come with either harmful consequences or lack regulation by the FDA. By being FDA-approved, Metabical offers a legally safer choice in comparison to its counterparts.The drug's success is enhanced by its ability to cause substantial weight loss and offer clients a comprehensive support system and long-term weight maintenance plan.
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