Obesity and Health Care Providers
1. What is the decision-making process for Metabical? Who is involved in the process?
Market research: investigating into the overall adult overweight situation in U.S. fand overweight population and consumers’ perception of the currently existed weight-loss drugs.
Analyzing differential advantages: CSP should recognize the Metabical’s competitive factors first. Metabical is the first prescription drug approved by FDA and has less negative side effect and can magically loss weight.
Recognizing target consumers: the target consumers are overweight individuals with a BMI of 25-30 who want to live healthier and health care providers who would be prescribing Metabical.
Analyzing the main concern of target consumers: for direct consumers, their want to lose weight to feel better and live longer. For health care provider, their key concern is that the patients would regain weight after they stop taking the pills.
Making a solution to consumers’ concerns: creating a comprehensive support program to complement the metabical pill so as to enable individuals to achieve better results than they would from the pill alone.
Marketing communications strategy: better allocating and combining promotional mix – advertising, promotion, public relations and sales force.
Ultimate consumers and health care providers are involved in the process. Because ultimate consumers and health care providers are the target market. CSP should consider their concerns about new weight-loss drugs and provide solutions to solve the problems. What’s more, CSP should make marketing communications strategy to get target consumers’ awareness, to elicit their interest, to arouse their desire for the product and finally result action. CSP should apply different marketing communications strategy to different targets.
2. How should Printup think about the segmentation of potential Metabical consumers?
Who is the optimal target consumer?
The segmentation of potential Metabical consumer is based on
Market research: investigating into the overall adult overweight situation in U.S. fand overweight population and consumers’ perception of the currently existed weight-loss drugs.
Analyzing differential advantages: CSP should recognize the Metabical’s competitive factors first. Metabical is the first prescription drug approved by FDA and has less negative side effect and can magically loss weight.
Recognizing target consumers: the target consumers are overweight individuals with a BMI of 25-30 who want to live healthier and health care providers who would be prescribing Metabical.
Analyzing the main concern of target consumers: for direct consumers, their want to lose weight to feel better and live longer. For health care provider, their key concern is that the patients would regain weight after they stop taking the pills.
Making a solution to consumers’ concerns: creating a comprehensive support program to complement the metabical pill so as to enable individuals to achieve better results than they would from the pill alone.
Marketing communications strategy: better allocating and combining promotional mix – advertising, promotion, public relations and sales force.
Ultimate consumers and health care providers are involved in the process. Because ultimate consumers and health care providers are the target market. CSP should consider their concerns about new weight-loss drugs and provide solutions to solve the problems. What’s more, CSP should make marketing communications strategy to get target consumers’ awareness, to elicit their interest, to arouse their desire for the product and finally result action. CSP should apply different marketing communications strategy to different targets.
2. How should Printup think about the segmentation of potential Metabical consumers?
Who is the optimal target consumer?
The segmentation of potential Metabical consumer is based on