Metabical Final

Metabical : Positioning and CommunicationStrategy for a new Weight-Loss

Drug

Gari Nurahman – Wahyu Kumoro – Santo Rizal

ZOOM Syndicate

Background

Time February 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

(Meh-tuh-bye-cal)

Objective

• Develop Positioning Strategy• Build the Marketing Communication plan

Positioning IMC Launch

February 2008 January 2009

Analysis

United State Issue

• In 2005, 65% from adult Population is Overweight, Obese and severely obese.

• The Second cause of preventable death• Social Stigma (affect to professional life)

Weight loss Drugs 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

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

Support ProgramReference material

• Weight loss tracker• Food diary• Nutritional and calorie calculator

Online weight Control

• Community ForumsPersonal Support

• Menu Planner• Grocery list• Thousands of recipes

Meal Plans

• Weight training• Cardio routinesExercise Plans

“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)

Goals

The Magic

• Reach the goal by week 12

BMI Metabical(Pounds)

Other(Pounds)

25 – 28 15 2

28 – 30 26 6

Market Research

Metabical Facts

• Effectively at BMI 25 – 30• Price = $3 - $5 /per day

$3 x 7days x 12weeks = $ 252$5 x 7days x 12weeks = $ 420

Percentage of Overweight

05

101520253035

percentage of overweight ('76 to '00)

1999 to 20001988 to 19941976 to 1980

Overweight Obese Severely Obese

Percentage of overweight U.S. adult population increased steadily Chart as shown above reflected the low concern of people in US about healthy life and body weight control

Gender Description about BMI number

overall

Age (years

)

20 to 34

35 to 44

45 to 54

55 to 64

65 to 74

75+0

1020304050607080

BMI ≥ 25

1999-2000 Men (BMI≥25) prevelance (%)Women (BMI ≥ 25) Prevelence (%)

Women are more concerned about their weight than men

Potential market to Target

Educational levelEducation level 2001 Obesity (%)

Less than High School 27,4

High School 23,2

Some College 21

College 15,7

People who have low education level become mostly prone to obesityEducation level of someone tend to reflect their understanding and awareness about healthy life and body image

Obesity on Income Level

Income Level 2001 Obesity (%)

less than $ 25,000 32,5

$ 25,000 to $ 40,000 31,3

$ 40,000 to $ 60,000 30,3

More than $ 60,000 26,8

People who have low Income level, do not have full understanding about nutrition In opposite, people in high income level have more education and their perception on food and nutrition is better than the one in low level People on high level have a good buying power to purchase drugs related to control body weight

Maslow hierachy of needs

Health and weight concern

Social Approval

Survey

N = 2,000 (1000 men, 1000 women)Age = 18 – 70 yearsBMIs range = 25 – 29.9Household income = Various ( below $30,000 – over $80,000)Education level = High school – above college degree

Are you satisfied with your current weight and appearance?

Yes; 30%

No; 70%

N= 2000, 1000 men & 1000 women

Women Yes; 25%

Women No; 75%

Men Yes35%

Men No65%70% respondents were not satisfied

Yes; 35%

No; 65%

N=2,000

Are you actively trying to lose weight?

Are you comfortable using drugs to reach your

weight-loss goals?

Yes; 15%

No; 85%

N=350

Only 105 respondent feel comfortable using drugs to lose weight

After knowing the features and benefits of Metabical, would you immediately request

prescription at your health provider?

Yes; 12%

No; 88%

N=2,000

Only 12% would immediately request prescription

Do you visit a health care provider for a yearly physical exam?

Women Yes; 50%Women No; 50%

Men Yes30%

Men No70%

50% women and 30% men potential for recommendation of Metabicalby their Health Provider

Would you change your behavior to live a healthy lifestyle?

Women Yes; 55%

Women No; 45%

Men Yes; 40%

Men No; 60%

55% women & 40% men are willing to change their lifestyle,Comprehensive Support Program will be the media for that

Have you tried and failed to lose weight in the past five years?

Women Yes; 60%

Women No; 40%

Men Yes; 30%

Men No; 70%

More women have tried to lose weight than men. Women are more potential marketto try Metabical

Are you satisfied with current weight-loss options on the market?

Women Yes; 35%

Women No; 65% Men Yes; 65%

Men No; 35%

Potential for a new option ( FDA approved prescription weight-loss drugs )

Are you aware of the health risks associated with being moderately overweight?

College Degree Yes; 75%

College Degree No; 25%

High School Diploma Yes; 45%High School Diploma No; 55%

Advertising should also aim to build awareness of health risk associated withbeing overweight

Why do you want to lose weight?

Age 18-35 To look bet -ter; 65%

Age 18-35 To improve overall health; 35% Age 35+ To look better; 40%

Age 35+ To improve overall health; 60%

• For age 18-35, advertising message should be about “looking better”• For age 35+, advertising message should be about “improving overall health”

Would you be willing to pay "out of pocket" for a prescription weight-loss drug?

income <$40,000 Yes; 5%

income <$40,000 No; 95%

Income $40,000-$80,000 Yes; 11%

Income $40,000-$80,000 No; 89%

In-come >$80,000

Yes;

20%

Income >$80,000 No; 80%

• Only small percentage of the economic level higher than $40,000 are willing to pay “out of pocket” for Metabical• Campaign to persuade managed health care plans to cover Metabical

Female Psychographic Segmentation (exhibit 3)Segment Description Typical Demographic Profile

I Want to look like a movie star Fixated on body image and achieving the perfect physique. Low self esteem and unrealistic expectations.

Age 18 to 30, high school education, household income under $40.000

I want to be healthier Want to lose weight to feel better and live longer. Knowledgeable about the importance of nutrition and exercise. Ready to make a change

Age 35 to 65 College education plus, household income $80.000 +

I want to wear my skinny jeans Focused on goal of reclaiming former weight. Motivated and willing to alter current behavior.

Age 25 to 40, College aducation, household income $50.000 - $80.000

I want to lose weight, but only if it is easy

Don’t want to be deprived of indulgences, Not interested in changing diet or exercise habits.

Age 45 – 65, some college education, Household income $40.000 – $60.000

I am fine the way I am Don’t see need for change. In denied about negative health consequences associated with being overweight.

Age of 40 – 65, some college education, household income $30.000 – 50.000

Target Market

• Target group: Women aged 35-65• Education level: College or higher• Household Income: $80,000 ++• Concern with health issues caused by

overweight• Willing to change lifestyle and behavior

CSP GOALS“ Its goal was to enable individuals

to achieve better results than they would from the pill alone”

(page3 paragraph7)

Positioning

Competition Descriptions

Point of Parity Point of Difference

- Weight loss drugs

• FDA Offical Approval• Single dose a day• Less negative side effect

Positioning

What?- Weight loss medicine

- Less side Effect- Magically loosing

weight

For whom?- Overweight (BMI 25 – 30)

- I Want to get Healthier

Why?- FDA Approval- Clinical Trial

Against whom?- Alli

- Xenical- Plethora

- Other weight loss drugs

SWOT Analysis

Strength- Less Side effect- FDA Approval

- Clinical Test Success

Weakness- Still have side effect

- Only Effective in BMI 25 - 30

Opportunity- A lot of adult overweight

- Dissatisfaction of lose weight drugs

Threat- Disappointed by the loss-weight

drugs- Stigma that loss-weight drugs is

dangerous

SWOT

Awareness Interest Desire Action

Decision making Process

Health care

provider

The patients Would regain

weight after they stop taking the

pills

Metabical +

Comprehensive support program

“ 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 result

Direct to Consumers

Want to lose weight to feel better and live

longer

Metabical +

Comprehensive support program

“Those extra 20 pounds could be

killing you”, Being overweight leads to heart disease,

high blood pressure,

diabetes, and gallbladder

disease. It’s time to get healthy – Metabical can

help

Target Concern Solution Tagline

Integrated Marketing Communication


A I D A


• Traditional Marketing– TV Advertising– Radio Advertising– Print Media Blitz– Print ads

• Non Traditional Marketing– Online Advertising

Awareness


• Traditional Marketing– Informational Pamphlet– Sample– Direct mail

• Non Traditional– Online Event ( “The Metabical Challenge”)– Social Networking site– Blog

Interest

• Traditional Marketing– Public Relation– Hospitality– Event• Roundtable discussion• Medical research symposium


Desire

• Traditional Marketing– Direct Sales (32 Rep for 3.200 Medical Offices)– Hospitality (lunch time presentation)


ACTION

Timeline

Awareness1 Year before

Interest6 month before

Desire1 month before

LaunchThe D day

ActionAfter

launch

Metabical 1st Year US marketing BudgetCost Year 1

Advertising Push (prescribe) 1,000,000Pull (direct to consumer) 12,000,000Total Advertising 13,000,000

Promotion Development of support program 200,000 Lunch and Learn Seminar/other promo 600,000 Production of support program 2,000,000 Training/promotional materials 500,000 Direct mailings to health care providers 200,000 Total Promotion 3,500,000

Public Relations Medical education meetings and events 3,500,000 Press release/materials 800,000 Total PR 4,300,000

Market Research 600,000 Sales Force allocation 1,491,000 product management allocation 255,000

Total Budget 23,146,000

Marketing Budget % allocation

Advertising56%

Promotion15%

Public Relation19%

Market Research

3%

Sales Force allocation6%

product management allocation1%

High number of Advertising reflecting the important approach to attract costumer awarenessSales force needed to capture potential costumer through given information usually to doctor, clinic, pharmacy to become top of mind for them

Recommendation

• Celebrity endorser should be integrated to show “success story” of loosing weight caused by consumption of Metabical

• Campaign to persuade managed health care plans to include Metabical in their prescription-drug programs

• Make a “reality-show” program on television to compete on “biggest weight-lost” by using Metabical and changing lifestyle and eating habit

Thanks

Metabical Final

Documents

Transcript of Metabical Final