Overview

• Cambridge Sciences Pharmaceuticals

(CSP) expects final approval for its
revolutionary weight loss drug,
Metabical.
• Only weight loss drug with FDA approval
that is also clinically proven to be
effective for moderately overweight
people.
• Barbara Printup, Senior Marketing
Director for CSP, must develop the
– Positioning strategy and
– Marketing communications plan in
preparation for the launch of the new
Q.1 - Decision Making
Process
1.Marketing Problem
– To develop a viable positioning strategy
and associated marketing
communication plan for Metabical
– Safety concerns with weight-loss drugs
2.Controllable & Uncontrollable factors
– Controllable- Cost
– Uncontrollable- Side effects, Price
3.Collecting information
– Overweight Focus group interviews
– Clinical trials to test safety and
effectiveness
– Secondary data for demographic
 – Extensive market survey conducted
– Study to understand psychographic
characteristics
4.Analysing the information
– Average loss of 26 pounds after taking
metabical by participants with BMI 28-
30 compared to average loss of 6
pounds by other drugs
– Not recommended for individuals with BMI
> 30
6.Developing the communication plan
– Both for consumers & doctors
• PARTICIPANTS IN DECISION MAKING
– Barbara Printup
– CSP’s senior management
– Focus group participants
– Health care providers
 Q.2 – Segmentation &
Targeting
• Basis of segmentation
– Demographic- On the basis of
• BMI 25-30, 30-40 & above 40
• Income class- Low/medium/high
• Selection of segment-
• Segment Needs
– Two basic needs were identified
1.Effectiveness and lasting benefits of the drug
2.Side effect  
• Segment Attractiveness and profitability
– 65% of the adult population was either
overweight or obese.
– Although a lot of OTC drugs available were not
FDA approved and had various side effects.
– The market was in a need of effective and
credible weight loss drug
– As Metabical would be the first FDA approved
drug with a revolutionary fat blocking and
calorie absorbent agent, meditonan.
• TARGET- After evaluating different segments we come
to a conclusion that the company should target the
overweight (BMI 25 to 30), belonging to middle and
upper classes. They can focus more on the females
falling under this category.
Q.3 – Positioning- Identifying PoD’s

1.Consumer desirability criteria



• Relevance
– Safe alternative to fad diets and dangerous OTC
drugs-e.g. Alli, Xenical
• Distinctiveness
– First FDA approved drug for weight loss
– Combined a new appetite-suppressant compound
Calosera with a revolutionary fat blocking and
calorie absorption agent Meditonon
– Low dose formulation results in lower stress on heart
and liver
• Believability 
– FDA Approved
2. Deliverability Criteria


• Communicability 
– Through the support program
– Promotion via social media, public relations
• Sustainability
– No weight regain after stopping taking the pill-
Achieve long term success
– Patent for 10 years
–
• Two major Positioning factors
– Effectiveness- Through R&D- less side
effects and better results
– 1st FDA Approved prescription drug
–
 Q.4 – Communication
strategy
1.For Consumers
– Comprehensive support program
– Direct to Consumer Advertising
– PR & Social Media


3.For Doctors

 Comprehensive Support Program
• Comprehensive Support program (reasonable diet
and exercise regime) to supplement the
metabical pill.
• Will enable to achieve better results
• Will teach lifestyle skill for healthy weight
maintenance
• Reference material, Online tools like weight loss
tracker, food diary, nutritional and calorie
calculator, meal and exercise plans
• Support program will help the customers to
achieve long term success as it will help the
customers to change their unhealthy eating
habits.
• It is different from other support programs
 Direct to Consumer
•
Advertising
Through television, radio, online(social media and
blogs) and print media.
• DTC plan focuses on patient’s knowledge and
awareness of metabical
• Three initial concepts
– Losing weight is tough
– Look your best
– Consequences on health
 A well-known celebrity endorsement in the DTC ads
 PR- Use of social miedia
 Viral marketing campaign, “The Metabical
Challenge,” which was to coincide with the
drug’s launch


 Communication to Doctors
•   Develop sales scripts and presentations providing
clinical information
• Promotional Lunch & Learn seminars for health care
providers.
• Sales reps to cover larger area.
• Print ads in leading medical publications
• Online advertisements
• Three concepts they emphasized on
– Give your overweight patients a safe alternative
to fad diets and dangerous OTC drugs.—
clinically proven weight loss drug
– FDA approved weight loss drug
– Introducing Metabical – short-term drug therapy
and comprehensive support program for
overweight patients.