Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug
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 women, those aged 35+, those making greater than $40,000 a year, and those with at least some college education. In addition, key business segments are health care providers (doctors) and insurance companies . For women, they represent a large portion of those that are overweight (62% - Exhibit 1 breaks down by age), those that are unhappy with their weight (75%) and those that have previously tried to lose weight via another means and failed (60%), making it measureable and accessible. This segment would be interested in the clinically proven success of Metabical and the ease of taking the drug versus competitors (one pill a day as opposed to one pill per meal). In addition, the design of the pill and the subsequent comprehensive support program (that is more detailed and runs for a greater duration than the competition) re-enforces the idea of a change in behavior to lead a healthier lifestyle (desired by 55% of women and is identified as 1 of 5 psychographic segments of women). Finally, the presentation of Metabical as a new, physician-endorsed, FDA-approved weight-loss option reaches out to the majority of women who visit the doctor annually (55%) and are currently dissatisfied with current weight-loss options (65 %). For
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 women, those aged 35+, those making greater than $40,000 a year, and those with at least some college education. In addition, key business segments are health care providers (doctors) and insurance companies . For women, they represent a large portion of those that are overweight (62% - Exhibit 1 breaks down by age), those that are unhappy with their weight (75%) and those that have previously tried to lose weight via another means and failed (60%), making it measureable and accessible. This segment would be interested in the clinically proven success of Metabical and the ease of taking the drug versus competitors (one pill a day as opposed to one pill per meal). In addition, the design of the pill and the subsequent comprehensive support program (that is more detailed and runs for a greater duration than the competition) re-enforces the idea of a change in behavior to lead a healthier lifestyle (desired by 55% of women and is identified as 1 of 5 psychographic segments of women). Finally, the presentation of Metabical as a new, physician-endorsed, FDA-approved weight-loss option reaches out to the majority of women who visit the doctor annually (55%) and are currently dissatisfied with current weight-loss options (65 %). For