Cambridge Sciences Pharmaceuticals: Prescription Weight Loss
Situational Analysis:
Cambridge Sciences Pharmaceuticals (CSP) is a global pharmaceutical company with over $25 billion in global sales. It has extensive experience bringing drugs to market including its most profitable drug, Zimistat. Metabical, is CSP’s new weight loss drug that is being brought to market by CSP and is targeted to individuals categorized as overweight (BMIs 25-30). Metabical is the culmination of 10 years and $400 million dollars in R&D and is uniquely positioned as the only prescription weight loss pill to target the overweight population. This drug, if targeted to the correct consumers should be able to capitalize on the megatrend in U.S. society of increasing obesity. The challenges to Metabical’s durable success …show more content…
news programming, and high end television entertainment.
2) Print advertising will be purchased in newspapers, higher end periodicals and women’s health magazines.
3) The online consumer will initially be targeted via a partnership with Google. Searches will trigger advertising for consumers searching weight loss products etc. Google can aid with social networking and internet marketing where we have less expertise.
The second arm of the marketing strategy will address the provider - gatekeeper of the prescription. Education of the provider would begin at least 3 months prior to drug role out and the above consumer advertising campaign. This allows the provider to become familiar with the product before the consumer. The providers would be reached 1) via drug representatives for CSP who already meet with doctors and can add Metabical to their portfolios, 2) via print ads in major medical journal ie the New England Journal and JAMA as well as primary care and endocrinology journals, and 3) kick off at major medical society meeting which coincides with the drug launch and would feature keynote speakers as outlined in the case. The timeline for the 2 arms of the campaign would be as
Cambridge Sciences Pharmaceuticals (CSP) is a global pharmaceutical company with over $25 billion in global sales. It has extensive experience bringing drugs to market including its most profitable drug, Zimistat. Metabical, is CSP’s new weight loss drug that is being brought to market by CSP and is targeted to individuals categorized as overweight (BMIs 25-30). Metabical is the culmination of 10 years and $400 million dollars in R&D and is uniquely positioned as the only prescription weight loss pill to target the overweight population. This drug, if targeted to the correct consumers should be able to capitalize on the megatrend in U.S. society of increasing obesity. The challenges to Metabical’s durable success …show more content…
news programming, and high end television entertainment.
2) Print advertising will be purchased in newspapers, higher end periodicals and women’s health magazines.
3) The online consumer will initially be targeted via a partnership with Google. Searches will trigger advertising for consumers searching weight loss products etc. Google can aid with social networking and internet marketing where we have less expertise.
The second arm of the marketing strategy will address the provider - gatekeeper of the prescription. Education of the provider would begin at least 3 months prior to drug role out and the above consumer advertising campaign. This allows the provider to become familiar with the product before the consumer. The providers would be reached 1) via drug representatives for CSP who already meet with doctors and can add Metabical to their portfolios, 2) via print ads in major medical journal ie the New England Journal and JAMA as well as primary care and endocrinology journals, and 3) kick off at major medical society meeting which coincides with the drug launch and would feature keynote speakers as outlined in the case. The timeline for the 2 arms of the campaign would be as