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  • Metabical Case

    Transféré par

    Priyajeet Singh
    672 vues6 pages
    CSP wants to launch Metabical, a new prescription drug for stimulating weight loss in overweight individuals with a BMI between 25-30. The drug has been approved by the FDA and has less severe side effects than other weight loss drugs. It works through a single daily dose with a controlled release feature. There is currently no other prescription drug approved for those with a BMI of 25-30, and other options have negative side effects or require FDA approval. CSP plans to develop a positioning strategy and marketing communication plan to launch Metabical between February 2008 and January 2009 while also providing a support program to help patients maintain lifestyle changes for long-term weight control.

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    Consumer Behavior

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    CSP wants to launch Metabical, a new prescription drug for stimulating weight loss in overweight individuals with a BMI between 25-30. The drug has been approved by the FDA and has less severe side effects than other weight loss drugs. It works through a single daily dose with a controlled release feature. There is currently no other prescription drug approved for those with a BMI of 25-30, and other options have negative side effects or require FDA approval. CSP plans to develop a positioning strategy and marketing communication plan to launch Metabical between February 2008 and January 2009 while also providing a support program to help patients maintain lifestyle changes for long-term weight control.

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    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PPTX, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    672 vues6 pages

    Metabical Case

    Transféré par

    Priyajeet Singh
    CSP wants to launch Metabical, a new prescription drug for stimulating weight loss in overweight individuals with a BMI between 25-30. The drug has been approved by the FDA and has less severe side effects than other weight loss drugs. It works through a single daily dose with a controlled release feature. There is currently no other prescription drug approved for those with a BMI of 25-30, and other options have negative side effects or require FDA approval. CSP plans to develop a positioning strategy and marketing communication plan to launch Metabical between February 2008 and January 2009 while also providing a support program to help patients maintain lifestyle changes for long-term weight control.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PPTX, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 6

    Background TIME FEB 2008

    Cambridge Sciences Pharmaceuticals (CSP) International health care company Focus on Developing, manufacturing, and marketing product (metabolic disorder, gastrointestinal disease, immune deficiencies, etc.) Barbara Printup, Senior Director of marketing Want to launch Metabical, prescription drug for

    stimulating weight loss

    Objective
    Develop Positioning Strategy Build the Marketing Communication Plan
    Feb 08

    Jan 09

    Analysis
    US Issues In 2005, 65% from adult Population is Overweight, Obese and severely obese. The Second cause of preventable death Social Stigma (affect to professional life) METABICAL Approved by FDA Specifically for Overweight (BMI 25 30) Reducing stress on heart and liver Single dose per day (controlled release feature) The side effect (gastrointestinal discomfort) less severe then other (if the patient consumed high level of fat and calories) Not recommended for BMI >30

    Weight Loss Drug Characteristic


    No Prescription drugs for (BMI of 25 30) are available Negative side effects ( gastrointestinal effect, and liver damage) Herbal/ dietary supplement Required an FDA approval except herbal

    Support Program

    Goals

    Enable Individuals to achieve better results than they would from the pill alone (Teach lifestyle skill for healthy weight maintenance after the initial weight loss was achieve)

    The MAGIC
    Reach the GOAL by WEEK 12

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