Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug

3235 Words13 Pages
Metabical: Positioning and Communications Strategy for a new Weight-Loss Drug
Q & A 1. Who is involved in the decision making process? What is the decision making process for Metabical?

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.
The consumer decision making process (J.Paul Peter & Donnelly, Ch3, p.49) for Metabical goes through five stages: a) Perceiving or recognizing a need.
According to the case, 65 % of Americans are overweight. Many perceive themselves as social outcasts.
…show more content…
As For Purchase, since health care provider would be the one convincing the patient to take Metabical, he should be totally convinced from the medical sense in terms of short term and long term benefits.
The important issue here is to build awareness of Metabical for the consumer, and then make sure that the consumer knows enough information about it. The more the advantages of safety, FDA approval and long term results due to the support program are advertised the easier it becomes for the consumer to like Metabical, and prefer it over Alli, or others. Once it becomes in the consumers consideration set he/she might develop the conviction to buy it, and eventually purchase it at the end. This hierarchy of effects model helps in knowing where to fit advertising. Media and the TV ads would spread knowledge and awareness to consumers (Direct to consumer advertising). Also the print ads in medical journals would help raise awareness amongst medical practitioners. The promotions like the informational pamphlets and the two high profile medical education events would also help in contributing to health care provider preference. 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. To succeed; it’s important to understand this hierarchy of effects: THINK, FEEL, and DO that the consumer goes through. 2. How

More about Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug

Get Access