Metabical

Metabical : Positioning and Communication Strategy for a new Weight-Loss Drug ZOOM Syndicate Gari Nurahman Wahyu Kumoro Santo Rizal 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 Program Reference material Online weight Control Personal Support Meal Plans Weight loss tracker Food diary Nutritional and calorie calculator Goals Community Forums Menu Planner Grocery list Thousands of recipes 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) Exercise Plans Weight training Cardio routines The Magic ‡ Reach the goal by week 12 BMI 25 28 28 30 Metabical (Pounds) Other (Pounds) 15 26 2 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 percentage of overweight ('76 to '00) 40 30 1999 to 2000 20 10 0 Overweight 1988 to 1994 1976 to 1980 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 BMI 25 80 70 60 50 40 30 20 10 0 1999-2000 Men (BMI•25) prevelance (%) Women (BMI • 25) Prevelence (%) Potential market to Target Women are more concerned about their weight than men Educational level Education level Less than High School High School Some College College 2001 Obesity (%) 27,4 23,2 21 15,7 People who have low education level become mostly prone to obesity Education level of someone tend to reflect their understanding and awareness about healthy life and body image Obesity on Income Level Income Level less than $ 25,000 $ 25,000 to $ 40,000 $ 40,000 to $ 60,000 More than $ 60,000 2001 Obesity (%) 32,5 31,3 30,3 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 years BMIs range = 25 29.9 Household income = Various ( below $30,000 over $80,000) Education level = High school above college degree Are you satisfied with your current weight and appearance' N= 2000, 1000 men & 1000 women Women Yes, 25% Yes, 30% Women No, 75% No, 70% Men Yes 35% 70% resp e ts were t satisfie Men No 65% Are you actively trying to lose weight' N=2,000 Are you comfortable using drugs to reach your weightloss goals' N=350 Yes, 15% Yes, 35% No, 65% No, 85% Only 105 res ondent feel comfortable using drugs to lose eight After knowing the features and benefits of Metabical, would you immediately request prescription at your health provider' N=2,000 Yes, 12% No, 88% Only 12% ould immediately request rescri tion Do you visit a ealt care rovi er for a yearly ysical exa ' Men Yes 30% Women No, 50% Women Yes, 50% Men No 70% 50% omen and 30% men otential for recommendation of Metabical by their Health Provider Woul you c a ge your e avior to live a ealt y lifestyle' Me Yes, 40% Me No, 60% 55% omen & 40% men are illing to change their lifestyle, Com rehensive Su ort Program ill be the media for that   Wome Yes, 55%   Wome No, 45%     Have you trie a faile to lose eig t i t e ast five years' More omen have tried to lose eight than men. Women are more otential market to try Metabical ¡ Wome Yes, 60% Me No, 70% ¡ Wome No, 40% Me Yes, 30% ¡ ¡ Are you satisfie it curre t eig tloss options on t e market' Women Yes, 35% Men No, 35% Women No, 65% Men Yes, 65% Potential for a ne o tion ( FDA a roved rescri tion eight-loss drugs ) Are you a are of t e ealt risks associate it eing moderately over eig t' College Degree No, 25% Hig Sc ool Diploma Yes, 45% Hig Sc ool Diploma No, 55% College Degree Yes, 75% Advertising should also aim to build a areness of health risk associated ith being over eight ¢ ¢ ¢ ¢ Why do you want to lose weight' Age 18-35 To improve overall health, 35% Age 35+ To look better, 40% Age 18-35 To look better, 65% 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 im roving overall health Would you e illing to pay "out of pocket" for a prescription eig t-loss drug' income $80,000 Yes, 20% income $80,000 No, 80% ‡ Only small ercentage of the economic level higher than $40,000 are illing to ay out of ocket for Metabical ‡ Cam aign to ersuade managed health care lans to cover Metabical Female Psychographic Segmentation (exhibit 3) Segment I Want to look like a movie star Descri tion Fixated on body image and achieving the perfect physique. Low self esteem and unrealistic expectations. Ty ical Demogra hic Profile Age 18 to 30, high school education, household income under $40.000 I want to be healthier Want to lose weight to feel Age 35 to 65 College education better and live longer. plus, household income Knowledgeable about the $80.000 + importance of nutrition and exercise. Ready to make a change Focused on goal of reclaiming former weight. Motivated and willing to alter current behavior. Don t want to be deprived of indulgences, Not interested in changing diet or exercise habits. Don t see need for change. In denied about negative health consequences associated with being overweight. Age 25 to 40, College aducation, household income $50.000 $80.000 Age 45 65, some college education, Household income $40.000 $60.000 Age of 40 65, some college education, household income $30.000 50.000 I want to wear my skinny jeans I want to lose weight, but only if it is easy I am fine the way I am 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 ‡ FDA Offical Approval ‡ Single dose a day ‡ Less negative side effect - Weight loss drugs Positioning What' - Weight loss medicine - Less side Effect - Magically loosing weight - Overweight (BMI 25 30) - I Want to get Healthier For whom' Against whom' Why' - FDA Approval - Clinical Trial - Alli - Xenical - Plethora - Other weight loss dr gs SWOT Analysis Strength - Less Side effect - FDA Approval - Clinical Test Success Weakness - Still have side effect - Only Effective in BMI 25 30 SWOT 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 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 ant 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 Integrated Marketing Communication AIDA AWARENESS ‡ Traditional Marketing ± TV Advertising ± Radio Advertising ± Print Media Blitz ± Print ads ‡ Non Traditional Marketing ± Online Advertising INTEREST ‡ Traditional Marketing ± Informational Pamphlet ± Sample ± Direct mail ‡ Non Traditional ± Online Event ( The Metabical Challenge ) ± Social Networking site ± Blog DESIRE ‡ Traditional Marketing ± Public Relation ± Hospitality ± Event ‡ Roundtable discussion ‡ Medical research symposium ACTION ‡ Traditional Marketing ± Direct Sales (32 Rep for 3.200 Medical Offices) ± Hospitality (lunch time presentation) Timeline Awareness 1 Year before Desire 1 month before Action After launch Interest 6 month before Launch The D day Metabical 1st Year US marketing Budget Cost Advertising Push (prescribe) Pull (direct to consumer) Total Advertising Promotion Development of support program Lunch and Learn Seminar/other promo Production of support program Training/promotional materials Direct mailings to health care providers Total Promotion Public Relations Medical education meetings and events Press release/materials Total PR Market Research Sales Force allocation product management allocation Total Budget Year 1 1,000,000 12,000,000 13,000,000 200,000 600,000 2,000,000 500,000 200,000 3,500,000 3,500,000 800,000 4,300,000 600,000 1,491,000 255,000 23,146,000 Marketing Budget % allocation Sales Force allocation 6% Market Research 3% product management allocation 1% Public Relation 19% Advertising 56% Promotion 15% High number of Advertising reflecting the important approach to attract costumer awareness Sales 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 prescriptiondrug programs ‡ Make a reality-show program on television to compete on biggest weight-lost by using Metabical and changing lifestyle and eating habit Thanks