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

If the company were to send sales representatives to doctors offices around the country, they could mention that their drug is one of the few FDA-approved weight loss drugs with clinical results to back up weight-loss claims[4]. The sales people could also mention that unlike other weight-loss pills, some prescription drug plans would cover the cost of prescribing the pill to patients (with hopefully more to come after a 6-month sales evaluation).

Obesity is defined as a medical condition in which excess body fat has accumulated to the extent that it may have an adverse effect on health, leading to reduce life expectancy and/or increased health problems. “The problem of obesity is increasing in the United States. Understanding the impact of social inequalities on health has become a public health priority in the new millennium. Social, political, and economic factors now are acknowledged to be "fundamental" causes of disease that affect behavior, beliefs, and biology.” (Goodman, 2003)  In the United States today, obesity has become an enormous problem. In the last 3 decades, the number of people overweight has increased dramatically. Obesity has not always been seen as a medical

Metabical is the first prescription drug approved specifically for overweight individuals  (BMI between 25 and 30), those individuals who have weight-loss goals of approximately 10 to 30 pounds; other prescription weight-loss drugs were approved for  use in both obese (BMI >30) and severely obese (BMI>40) individuals.  Metabical is a dual-layer formulation: the first layer contained an appetite suppressant and

Obese- is becoming an “epidemic!” We have 44.3 million people that are either obese or over weight. In 1986, the numbers were at 1 in 2000, and they became 1 in 400 by the year 2000. Even our high school age students are at an all time high of 16% overweight and 10% obese. As that number keeps increasing, future projections for covering healthcare expenditures must figure in the obese-related

“Did you know that the average weight of an American has increased twenty-four pounds since 1960?” (Stewart). Obesity is a growing issue in America and the government and society want to have a say in this issue. The government can not stop a person from becoming obese. In order to understand why the government and society is too involved in obesity, one needs to understand the physical and emotional effects society has on America, and how media affects views on obesity, and the government controlling food portions in schools.

“Obesity affects nearly 1 in 3 American adults” according to The National institute of Health. Obesity clearly is a common problem the U.S. and will permanently alter our family dynamic. It had changed our social behavior and our culture as a country. These changes stem from are weight discrimination, negatively influencing other family member’s lifestyles, and an over-eating culture.

Furthermore, these individuals subside the average person due to their obesity; a disease that affects 70% of American adults. Consequently, this disease causes an increasing amount of heart diseases, strokes, high blood pressure, and diabetes in our current community. It is agreed upon our society that these individuals who suffer of obesity have been looked down upon and are put at risk of discrimination regardless of how hard we try to end it. To make the problem worse than it already

Nearly a third of adult Americans are obese (NCHS 2003). The occurrence of obesity in the United States’ adult population has more than doubled in the last 25 years, from about 15 percent in 1976 to more than 30 percent in 2000. Since obesity in the US has reached epidemic levels, it is important to understand as many aspects of the social determinants of this disease as possible. Obesity is not a standalone disorder; rather it has caused increases in increasing risks of disability, related diseases, and death as well as important and burdensome increases in the cost of health care (Allison, Zannolli, and Narayan 1999; Wang et al. 2003). Further, obesity is estimated as contributing to almost 15 percept of deaths in the US each year (Allison and Fontaine et al. 1999; McGinnis and Forge 1993; Rogers, Hummer, and Krueger 2003; Sturm 2002).

Obesity has become increasingly more prominent in American society. The Unites States has even been termed an overweight nation. Some twenty to thirty percent of American adults are now considered obese (Hwang 1999 and Hirsch et al 1997). With this in mind, Americans constantly look around themselves determining their weight status as well as that of those around them. While some Americans do fit the healthy category, others enter the underweight, overweight, and even obese categories, all of which can be unhealthy.

Statistical information confirms: obesity and overweight have already turned into an issue of national concern. In 2002, “a National Survey conducted by American Sports Data revealed that 61% of adults in the U.S. felt that they were overweight, 19% admitting that they were ‘considerably’ overweight” (American Sports Data). The major causes of obesity, overweight, and similar nutritional problems included genetics, population trends, hurried lifestyles, high-carbohydrate diets, less demanding workplaces, smoking cessation, and social class aspects (American Sports Data). That hurried lifestyles and a less demanding workplace contribute in the development of obesity trends is clear. But even more importantly, because the number of those who are overweight or obese exceeds one half of the American population, the government must control our diets. The information about the costs of obesity and related diseases is even more compelling.

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.

Customers will be able to utilize the low pricing structure giving Metabical a better chance to sell its predicted volume. It is important to remember, Metabical’s marketing team cannot always predict how a specific demographic (women ages 35-65) will react to their product and still expect large revenues. Individuals who are ready to take a pill to lose weight can also be included in this demographic along with other similar markets (perhaps a percentage of overweight women of other age groups possibly buying the Metabical product)

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

Overweight and obesity are serious problems in America today. Over 37 percent of adults are considered to be

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