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 Goals
• Weight loss tracker
Online weight • Food diary “Enable Individuals
Control • Nutritional and calorie calculator to achieve better
results than they
would from the pill
Personal Support • Community Forums alone”

(Teach lifestyle skill

• Menu Planner
for healthy weight
Meal Plans • Grocery list
maintenance after
• Thousands of recipes
the initial weight
loss was achieve)
• Weight training
Exercise Plans • Cardio routines
 The Magic
• Reach the goal by week 12

BMI Metabical Other

(Pounds) (Pounds)

25 – 28 15 2

28 – 30 26 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)

35
30
25 1999 to 2000
1988 to 1994
20 1976 to 1980
15
10
5
0 Overweight 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 1999-2000 Men (BMI≥25)
40 prevelance (%)
Women (BMI ≥ 25) Prevelence
30 (%)
20
10
0
ll rs) 34 44 54 64 74 +
era a 75
o v (y
e to to to to to
e 2 0 3 5 4 5 5 5 6 5 Potential market to Target
g
A

 Women are more concerned about their weight than men

Educational level
Education level 2001 Obesity (%)

Less than High School 27,4

High School 23,2

Some College 21

College 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 2001 Obesity (%)

less than $ 25,000 32,5
$ 25,000 to $ 40,000 31,3
$ 40,000 to $ 60,000 30,3
More than $ 60,000 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 25%

Yes
30%

75%

No
70%
35%

65%
70% respondents were not satisfied
 Are you comfortable using
Are you actively trying to
drugs to reach your weight-loss
lose weight? goals?

N=2,000 N=350
Yes
15%

Yes
35%

No
65%

No
85%

Only 105 respondent feel comfortable using drugs to lose weight

After knowing the features and benefits of Metabical, would you
immediately request prescription at your health provider?

Yes
12%
N=2,000

No
88%

Only 12% would immediately request prescription

 Do you visit a health care provider for a
yearly physical exam?

30%

50% 50%

70%

50% women and 30% men potential for recommendation of Metabical

by their Health Provider
 Would you change your behavior to live a
healthy lifestyle?

40%

45%

55%

60%

55% women & 40% men are willing to change their lifestyle,
Comprehensive Support Program will be the media for that
 Have you tried and failed to lose weight in
the past five years?

30%

40%

60%

70%

More women have tried to lose weight than men. Women are more potential market
to try Metabical
 Are you satisfied with current weight-loss
options on the market?

35% 35%

65% 65%

Potential for a new option ( FDA approved prescription weight-loss drugs )

 Are you aware of the health risks associated
with being moderately overweight?

25%

45%

55%

75%

Advertising should also aim to build awareness of health risk associated with
being overweight
 Why do you want to lose weight?

35%
40%

60%
65%

• For age 18-35, advertising message should be about “looking better”

• For age 35+, advertising message should be about “improving overall health”
Would you be willing to pay "out of pocket" for a
prescription weight-loss drug?

5% 11%
20%

80%
95% 89%

• Only small percentage of the economic level higher than $40,000 are willing
to pay “out of pocket” for Metabical
• Campaign to persuade managed health care plans to cover Metabical
 Female Psychographic Segmentation (exhibit 3)
Segment
I Want to look like a movie star
I want to be healthier
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
Description
Fixated on body image and
achieving the perfect physique.
Low self esteem and unrealistic
expectations.
Want to lose weight to feel
better and live longer.
Knowledgeable about the
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.
Typical Demographic Profile
Age 18 to 30, high school
education, household income
under $40.000
Age 35 to 65 College education
plus, household income
$80.000 +
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
 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

PointofofParity
Point Parity PointofofDifference
Point Difference

• • FDA
FDAOffical
OfficalApproval
Approval
- - Weight
Weightloss
lossdrugs
drugs • • Single
Singledose
dosea aday
day
• • Less
Lessnegative
negativeside
sideeffect
effect
Positioning

What?
- Weight loss medicine
For whom?
- Less side Effect - Overweight
- Magically loosing (BMI 25 – 30)
weight - I Want to get Healthier

Against whom?
Why? - Alli
- Xenical
- FDA Approval
- Plethora
- Clinical Trial - Other weight loss
drugs
 SWOT Analysis
Strength Weakness
- Less Side effect - Still have side effect
- FDA Approval - Only Effective in BMI 25 -
- Clinical Test Success 30
SWOT
Opportunity Threat
- Disappointed by the loss-weight
- A lot of adult overweight drugs
- Dissatisfaction of lose weight - Stigma that loss-weight drugs is
drugs dangerous
Decision making Process “ Empower your
patients to lose
excess weight,
Metabical change their
The patients unhealthy eating
Health Would regain + habits, and achieve
long-term success”.
care weight after they Comprehensiv Introducing
stop taking the Metabical short term
provider pills
e support drug therapy and
program comprehensive
support program for
overweight patients.
It get result
Target Concern Solution Tagline
“Those extra 20
pounds could be
killing you”, Being
Metabical overweight leads
Want to lose to heart disease,
Awarenes
Direct to weight to Interest + Desire high blood
Action
s feel Comprehensive pressure,
Consumers better and live diabetes, and
longer support gallbladder
program disease. It’s time
to get healthy –
Metabical can
help
Integrated Marketing Communication

AIDA

Awarenes
s Interest Desire Action
 Awareness
• Traditional Marketing
– TV Advertising
– Radio Advertising
– Print Media Blitz
– Print ads
• Non Traditional Marketing
– Online Advertising
Awarenes
Interest Desire Action
s
 Interest
• Traditional Marketing
– Informational Pamphlet
– Sample
– Direct mail
• Non Traditional
– Online Event ( “The Metabical Challenge”)
– Social Networking site
Awarenes
Interest Desire Action
– Blog s
 Desire
• Traditional Marketing
– Public Relation
– Hospitality
– Event
• Roundtable discussion
• Medical research symposium

Awarenes
Interest Desire Action
s
ACTION
• Traditional Marketing
– Direct Sales (32 Rep for 3.200 Medical Offices)
– Hospitality (lunch time presentation)

Awarenes
Interest Desire Action
s
 Timeline

Awareness Desire Action

1 Year 1 month After
before before launch

Interest Launch
6 month The D day
before
 Metabical 1st Year US marketing Budget
Cost Year 1
Advertising  
Push (prescribe) 1,000,000
Pull (direct to consumer) 12,000,000
Total Advertising 13,000,000
 
Promotion  
Development of support program 200,000
Lunch and Learn Seminar/other promo 600,000
Production of support program 2,000,000
Training/promotional materials 500,000
Direct mailings to health care providers 200,000
Total Promotion 3,500,000
 
Public Relations  
Medical education meetings and events 3,500,000
Press release/materials 800,000
Total PR 4,300,000
 
Market Research 600,000
Sales Force allocation 1,491,000
product management allocation 255,000
Total Budget 23,146,000
 Marketing Budget % allocation

Sales Force allocation product management

6% allocation
1%
Market Research
3%
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 prescription-
drug programs
• Make a “reality-show” program on television to
compete on “biggest weight-lost” by using
Metabical and changing lifestyle and eating habit
Thanks