Essay --

Case Facts and Overview Cambridge Science Pharmaceuticals (CSP) is an international health care company that focuses on developing and marketing products that treat metabolic disorder and other acute and chronic medical conditions. CSP is coming up with a new product named Metabical after listening to a focus group participants that communicated their life struggles with weight loss. 65% of the adult US population is considered overweight, obese, or severely obese and that can measured by Body Mass Index (BMI) scale to understand more under which category they are. BMIs between 25 and 30 are the ones Metabical can benefit. There are over the counter non-prescription drugs for overweight category and the only FDA approved was Alli. Metabical at the time of the case would be the first prescription drug with an approval by the FDA, and clinical trials proved that participants reached their target goal by week 12. Metabical had few side effects when excess fat and calories were consumed. As a result, CSP decided to come up with a support program that included reference material, online tools and exercise plans similar to Alli the OTC drug, but was going to be more comprehensive, in order to help maintain the weight and minimize the side effects. Health care providers were enthusiastic about a drug that can help patients with their overweight struggles and maintain the weight loss. The company conducted a marketing research that shows overweight is on the rise, with 34% of US adults considered in the 25-30 BMI scale. The marketing research also shows that the highest percentage was for the age 65-74 for men, and 45-54 to women. A further research shows that 12% of the respondents said they would make an appointment and purchase the ... ...li. As for the communication strategy, sticking to heavy pull advertising and adding more money into push advertising is recommended. Furthermore, sales representatives have to be trained well on how to convince physicians and know a lot of information about Metabical before they do their visits. PR events and direct mail should also take place and be informative. My final recommendation would be not to include a celebrity, as sometimes celebrities can create a bad image especially that it is a prescription, and not just a herbal treatment. As for the timeline, it is important to create awareness for the physicians through direct mail, sales representatives visits, and seminars before the launch of the product, followed by more direct mail and DTC to the consumers. After the launch, the online contest should take place, and viral marketing should continue heavily.