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

1908 WordsSep 21, 20128 Pages
Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug Case Study Case Article:Click Here Questions for Analysis 1. Metabical is faced with the task of positioning their product in the marketplace. Using the information from the case and your assigned readings, who are the key target segments for Metabical and what points of difference should be directed to each segment? Key Segments for Metabical are 1. End consumer(the patient) - Over weight adults in US (BMI 25-30) 2. Health care providers. Based on the drug’s design, the market survey and demographic data, key consumer target segments (given already that everyone targeted has a Body Mass Index between 25 and 30) appear to be…show more content…
Though the clinical trial data can be compelling, insurance companies would require substantial proof that the drug really does reduce health problems/costs among the moderately obese. As better health translates to less healthcare costs in the form of doctor visits, surgeries and prescriptions for the insurance companies, further evidence of drug success should go a long way in convincing health insurance companies to pay for the drug . 2. Problem Recognition: Every decision process begins with a problem being recognized or a need being triggered via stimuli. In the case of consumers, there needs to be a recognition that if their BMI is over 25 that they are considered overweight; that continuing to live their life without confronting the issue is not enjoyable/fulfilling; that being overweight could lead to serious health problems later in life; and that there is a new, safe drug available that is proven to help with weight-loss. This can prove challenging because while a majority of adults surveyed with a BMI in the overweight category said they were unhappy with their weight (70%), only half that amount were actively trying to lose weight (35%) and even less were comfortable using drugs to help (5.25% of the total sample). The best way to communicate with consumers at this stage is via their health care
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