Metabical Case

Formal and informal social networks, families, work colleagues, friendships influence individual’s decisions. Opinions people have of others can have a huge influence on how someone lives their lives, for example, if an individual hears negative comments about their body image the individual’s opinion of themselves will change and its usually in a negative way. This also links with interpersonal factors such as the characteristics of an individual, including their knowledge, behaviour and attitude. An individual with a lot of knowledge regarding obesity is more likely to try and avoid becoming obese and will have a negative attitude towards the subject because they are aware of the impact it will have on their health. This will differ with someone with a lack of knowledge about obesity as they may not understand or know about the severity of the health conditions that are associated with

To assist patients who have a (BMI) of >30 to achieve a weight loss of at least 5%.

Obesity is a growing problem and concern in American households today. However it cannot be narrowed down to one main problem. The most prominent underlying issues are psychological and environmental. These issues in turn create deteriorating health and economic problems degrading one’s self-esteem.

There are only several other weight-loss options in the market competing with Metabical. The first is prescription drugs. These are prescribed for use only by obese and severely obese individuals. This meant that only individuals with BMI of over 30 who were prescribed weight-loss drugs were using appetite suppressants and fat-absorbing blockers. They had serious side effects associated as well, which meant only a doctor could approve them. But these prescription-drug options did not account for the overweight segment with

Since Metabical is a prescription drug for weight loss which can only be bought via a prescription, the overweight patients are not the only decision makers involved. The health care providers are also decision makers in this process for they are the ones who prescribe the drug.

“Come on! It’s simple, just get up off your butt and stop eating so darn much,” a common phrase used when with addressing modern obesity. Yet, this fairly recent epidemic continues to plague and destroy around 93 million Americans (The Issue). Although, with Michael Obama’s “Let’s Move” Campaign making a head wave, the hope for a healthy tomorrow has been restored in the hearts of many Americans. Along those same lines it seems that these days you cannot turn on the TV or Radio without seeing an ad for this Gym or that weight lost supplement. Such items and services also suggest that we as individuals can exercise and never worry about the big, bad condition known as obesity. With all these resources,

In 2008, a marketing and positioning strategy was needed for Cambridge Sciences Pharmaceutical’s (CSP) new weight loss drug called Metabical. Metabical was touted as being a revolutionary weight loss drug with fewer negative side effects than the usual medicinal weight loss remedies.

In this report, Printup will provide all recommendations for the successfull marketing communication strategy and to ensure the long-term steady demand for Metabical. 3.1 IDENTIFICATION OF THE PROBLEM OVERVIEW OF OVERWEIGHT ISSUES IN THE UNITED STATE Excess weight is considered a public health crisis in the U.S, with approximately 65% of the entire adult population categorized as overweight, obese, or severely obese. Being overweight is related to a number of serious health complications, and according to the American Obesity Association in 2005, ³the second leading cause of preventable death in U.S. In addition to health risks, overweight individuals endure a significant social stigma as well as outright discrimination. Laziness and self indulgence are common stereotypes associated with this group. Many overweight people feel like social outcasts. The professional life of an overweight individual could also be negatively affected, as excess weight has been found to adversely influence, hiring decisions, wages, and promotions. Researchers and health care professionals measure excess weight using the Body Mass Index (BMI) scale. The BMI scale, which calculates the relationship between weight and height associated with body fat and health risk, is appropriate for both men and women. It has three BMI categories of excess weight for adults:overweight (25 to 30); obese (30 to 40); and severely, or morbidly obese (over 40). According to CDC

Barbara Printup has done an adequate job creating data related to price models and demand scenarios in order to provide thoughtful analysis for

78 million adults and 13 million children in America dealing with health and emotional problems because they can’t stop eating(“Understanding the American Obesity Epidemic”). This is why they are not too thin. I must say, it is with great sorrow that we see young children, of ages eight or eighteen, or even adults, of ages twenty five or sixty, struggling to even take a few steps, some accompanied by wheelchairs, some desperately having to stay at home due to immobility and some who are left to no use. These are the ones who become either successful and are able to lose weight, or become useless individuals.

Barbara Printup, Senior Director of Marketing for CSP, is in charge of managing the upcoming launch for Metabical. After an analysis of a 2007 survey of overweight individuals, it concluded that 70 percent of respondents are not satisfied with their current weight, 35 percent are actively trying to lose weight, and 15 percent are comfortable using prescription drugs to help reach their weight-loss goals. Out of these respondents, 12 percent said they would immediately make an appointment with their health care provider and request a prescription. The ideal Metabical consumer was determined by Printup and found to be overweight college-educated females ages 35 to 65.

According to Alyssa Brown, “51% of adults want to lose weight, [but] barely half as many (25%) say they are seriously working towards that goal. This discrepancy between Americans’ weight-loss desires and behaviors has existed for years”(Brown). According to society, the definition of a healthy person is someone who exercises often and eats healthy foods. Even though people want to be healthy, becoming healthy is a hard task. Surely it is much easier to lay around at home and eat chips than to work out at the gym. Maybe this is why obesity rates are on the rise. A medical study estimates that “75% of the U.S. population will be classified as overweight or obese or obese by the year 2020” (NewsMax). People wonder, what is the solution to this

Celebrity endorsements are one of the most famous methods of marketing used today. Celebrity endorsers are being used in about 25% of all the advertisements that we can see on the television. Marketers are investing large sums of money to have a contract with the celebrities as they believe that celebrities can affect the chances of success of a product. (Erica Weintraub Austina*, 2008) Kiakati

Obesity is one of the most common problems faced by people today. Since thirty-four million Americans are estimated to be obese, one out of every three Americans must live with this disorder. Obesity is defined as a body weight consisting of 20% or more above the standard ideal weight (http://www-med.stanford.edu/school/DGIM/Teaching/Modules/obesity.html#RTFToC12). In order to reduce obesity, most invest in diet and exercise programs. Recently, liquid diets have been positively modified, thus rising in popularity since their fall out during the late 1970’s. Out of the twenty million dieters, about one billion dollars will be spent this year on either medically sponsored liquid diets or over-the-counter liquid diet

The health care provider is a vital component in patient decision making and in the success of Metabical. As patients begin to ask their doctors about the drug, CSP needs to ensure that physicians are properly educated about Metabical and its benefits. Additionally, doctors can have significant influence not only over their patients but also over insurance companies and the general public by supporting Metabical and substantiating it’s claims. I would position the drug as a supplement to doctors looking to advocate a healthier lifestyle for their patients. It’s important to use all the different advertising concepts so health care providers are able to understand the different elements of Metabical. It is a clinically proven and FDA approved weight-loss drug that is a safe alternative to dangerous OTC drugs. Doctors now have the ability to empower patients to change unhealthy eating habits and achieve long-term success. The simple once-a-day pill in combination with the comprehensive support program can