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MetabicalPositioning and Communications Strategy for a new weight loss drugWho is the ideal Target customerMetabical is a prescription drug for weight loss which requires a doctors prescription

The health care providers are also decision makers in this process for they are the ones who prescribe the drug.

However people who are overweight do not generally resort to medication, as the potential side effects are a major deterrent

They are unaware of the existence of drugs like Metabical that have relatively fewer side effects.

Metabical has to create awareness about the drug among the potential customers in order to trigger an information search from health care providers online resources etc.

5 distinct buyer RolesInitiator: Self , family or friends who suggest medical treatment for obesity

Influencer: Support groups , advice from other overweight people who have tried the drug

Decider: Health care provider/ Primary care physician who prescribes a particular drug to the patient

Purchaser: Person who carries out the actual transaction. Can be patient or a family member

User: Patient who actually consumes the medicineThe hierarchy of effects model can be followed for addressing both the participants.

Learn feel do for doctors, Learn-do-feel for patients

The Message ContentAccording to the case, 65 % of Americans are overweight. Many perceive themselves as social outcasts.

Metabical can tie in with a variety of needs in Maslows hierarchy of needs especially social esteem and self actualization

Exclusion can also negatively impact ones self esteem. So it also ties in with the need for self esteem

Self actualization is also considered as excess weight negatively impacts hiring, wages, and job promotion.Health care providers would like to see their patients shed weight for good and establish healthy eating lifestyles.

They will also be more concerned with the safety of the drug and its technical specifications

The message content directed towards the health care providers has to be more technical

Ads and medical journal articles as should continuously stress safety, effectiveness and promising results

PatientsHealth Care ProvidersUS Population (2008)(230)Over weight1(80)Dissatisfied with current weight4 (30)Satisfied with current options (4)Dissatisfied with current options6 (26)

Age group 35+ (more health conscious)(17*)Age group 18-35 (more looks conscious)(9*)Dissatisfied with current weight3 (26)Satisfied with current options (12)Dissatisfied with current options5 (14)

Age group 35+ (more health conscious)(9*)Age group 18-35 (more looks conscious)(5*)Women2(40)Men2(40)Satisfied with current weight (14)Satisfied with current weight (10) Segmentation of potential customers: Target Customer Group (40mn)Age Group18-3535+Men5mn9mnWomen9mn17mnAssumptions1. Overweight 35% of total population of 230mn=80mn (approx.)2. Men: Women ratio 1:1 = 40 mn men and 40 mn women3. Men dissatisfied with current weight 65% of 40mn = 26mn4. Women dissatisfied with current weight 75% of 40mn = 30mn5. Men dissatisfied with current options 35% of 40mn = 14mn6. Women dissatisfied with current options 65% of 40mn = 26mnPositioning StrategyPoints of differentiation:

Effective (weight loss upto 26 pounds) and efficient (in 12 weeks) as per clinical trials

Helps with behaviour modification and healthier eating habits

Safe to use with minimal side-effects

1st prescription drug approved by FDA in overweight market

Metabical should be positioned as a fast, safe FDA approved weight loss supplement for overweight individuals, particularly females above the age group of 35.Communication StrategyDTC Advertisements for customers:

Advertising heavily through television, radio, online and print media (the ads like Losing weight is tough and Those extra 20 pounds could be killing you would be given more priority and Look your best given next priority)

The viral marketing campaign: Metabical Challenge contest and the contestant blogs in the social networking sites would greatly enhance consumer knowledge and preference as well.

Pull strategy to generate interest in weight loss drugs encouraging the customer to seek more information about them

Segmentation of health care providers Health care providers can be segmented on the basis of their medical specialization

It is preferable to promote it to heart surgeons, nutritionists, and endocrinologists. Communication StrategySales force visits to health care providers explaining the benefits of Metabical, offering samples and adding Metabical to their existing portfolio

Print ads in leading medical publications and interactive ads adjacent to online physician-resource information to raise awareness

Mailing information kits and samples to various health care providers

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