Metabical: Positioning and Communication Strategy for a New Weight-Loss Drug
“More die in the United States of too much food than of too little”
-John Kenneth Gailbraith
Rajesh Kumar Singh-B13164
Cambridge Science Pharmaceuticals (CSP), an International health care company with a specific focus on the development and marketing of new pioneering drugs that treat metabolic disorders, immune deficiencies, gastrointestinal diseases as well as other chronic and acute medical conditions had spent a fortune on the Research and Development activities of a new prescription medicine for weight loss. Barbara Printup, who is the senior director of marketing of CSP was responsible for the launch and marketing of Zimista, CSP’s most successful product. She had also been assigned to plan and head the activities leading up to the upcoming U.S product launch of CSP‟s newest prescription drug, Metabical. It is February 2008 and with little less than a year left for the planned launch of Metabical the onus was on her to develop a generic marketing strategy (STP) and also an impressive Integrated Media Communication program for the product.
It’s Februrary 2008 and CSP expects final approval from the FDA within a few months’ time for the first of its kind prescription weight loss medicine, Metabical. Metabical would be the first FDA approved prescription medicine for moderately overweight people (BMI 25-30) in the United States.
During clinical trials Metabical had already proved itself to be an effective drug with majority of participants reaching their desired weight loss goals within the stipulated 12 month period. Further being a low dose medicine (1 pill per day) Metabical had milder side effects when...