Metabical

Positioning and Communications Strategy

for a new weight loss drug

Who is the ideal Target customer

Metabical is a prescription drug for weight loss which

requires a doctors prescription

The health care providers are also decision makers in

this process for they are the ones who prescribe the
drug.

However people who are overweight do not generally

resort to medication, as the potential side effects are a
major deterrent

They are unaware of the existence of drugs like

Metabical that have relatively fewer side effects.

Metabical has to create awareness about the drug

among the potential customers in order to trigger an

5 distinct buyer Roles

Initiator: Self , family or friends who suggest
medical treatment for obesity
Influencer: Support groups , advice from other
overweight people who have tried the drug
Decider: Health care provider/ Primary care
physician who prescribes a particular drug to the
patient
Purchaser: Person who carries out the actual
transaction. Can be patient or a family member
User: Patient who actually consumes the medicine

The hierarchy of effects model can be followed for addressing both the
participants.
Learn feel do for doctors, Learn-do-feel for patients

Learn

The Message Content

Physiological
Security
Social
Self-Actualization
Esteem

Patients

Health Care Providers

According to the case, 65 % of

Americans are overweight. Many
perceive themselves as social
outcasts.

Health care providers would like

to see their patients shed
weight for good and establish
healthy eating lifestyles.

Metabical can tie in with a

variety of needs in Maslows
hierarchy of needs especially
social esteem and self
actualization

They will also be more

concerned with the safety of the
drug and its technical
specifications

Exclusion can also negatively

impact ones self esteem. So it
also ties in with the need for self
esteem
Self actualization is also
considered as excess weight
negatively impacts hiring,

The message content directed

towards the health care
providers has to be more
technical
Ads and medical journal articles
as should continuously stress
safety, effectiveness and
promising results

Segmentation of potential customers:

US Population
(2008)
(230)

Over weight1
(80)

Target Customer Group (40mn)

Age Group
18-35
35+
Men

5mn

9mn

Women

9mn

17mn

Women2
(40)

Men2
(40)

Dissatisfied
with current
weight3 (26)
Dissatisfied
with current
options5 (14)
Age group 1835 (more looks
conscious)
(5*)

Satisfied with
current weight
(14)
Satisfied with
current options
(12)

Age group 35+

(more health
conscious)
(9*)

Dissatisfied
with current
weight4 (30)
Satisfied with
current options
(4)

Satisfied with
current weight
(10)
Dissatisfied
with current
options6 (26)
Age group 1835 (more looks
conscious)
(9*)

Age group 35+

(more health
conscious)
(17*)

Assumptions
1. Overweight 35% of total population of 230mn=80mn (approx.)
2. Men: Women ratio 1:1 = 40 mn men and 40 mn women
3. Men dissatisfied with current weight 65% of 40mn = 26mn
4. Women dissatisfied with current weight 75% of 40mn = 30mn
5. Men dissatisfied with current options 35% of 40mn = 14mn
6. Women dissatisfied with current options 65% of 40mn = 26mn

Positioning Strategy
Points of differentiation:
Effective (weight loss upto 26 pounds) and efficient (in
12 weeks) as per clinical trials
Helps with behaviour modification and healthier eating
habits
Safe to use with minimal side-effects
1st prescription drug approved by FDA in overweight
market
Metabical should be positioned as a fast, safe FDA approved
weight loss supplement for overweight individuals, particularly
females above the age group of 35.

Communication Strategy
DTC Advertisements for customers:
Advertising heavily through television, radio, online and print media (the ads like
Losing weight is tough and Those extra 20 pounds could be killing you would
be given more priority and Look your best given next priority)
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.
Pull strategy to generate interest in weight loss drugs encouraging the customer
to seek more information about them

Segmentation of health care providers

Health care providers can be segmented on the basis of their
medical specialization
It is preferable to promote it to heart surgeons, nutritionists,
and endocrinologists.

Communication
SalesStrategy
force visits to health care providers explaining the
benefits of Metabical, offering samples and adding Metabical to
their existing portfolio
Print ads in leading medical publications and interactive ads
adjacent to online physician-resource information to raise
awareness
Mailing information kits and samples to various health care
providers

THANK YOU