Positioning and Communication

A large proportion of over weightiness people give been trying to lose their weight in every possible way. However, non every attempt was successful. Due to that, the pharmaceutical industry has been developing and exam a large variety of medicines that are specifically made to garter people with weight issues. atomic number 53 of the newest drugs on the market is Metabical, a ethical drug drug developed by Cambridge Sciences Pharmaceuticals (CSP). Based on the results from clinical trials, Metabical has been turn up effective for weight loss of overweight people.The question is how willMetabicalbe introduced to the market? quilt MARKETING The main idea was to advertise Metabical directly to consumers in order to increase the consciousness of the product. This strategy was based on pull market where the purpose was to seduce the customers and make them approach the supplier or trafficker tlrst It is not an assertive way ot trade in comparison to vigor marketing where a seller calls potential customers on the teleph iodin enquire whether they would like to purchase a product they might not truly need.In 1997, the Food and Drugs Administration (FDA) has reduced restrictions on direct-to-consumer-advertising concerning drugs. Therefore, the effect of the pull marketing was tremendously positive for the pharmaceutical industry. (Buckley 2003). It is also visible in a study made by Prevention magazine, where doctors whose patients came and asked for a medicine that they had antecedently seen being advertised, had the tendency to prescribe that same brand of medicine (even though they had different alternatives in mind). Following pull marketing, the strategy included advertisements on the internet, television and radio.Moreover, print media was being distributed at the same time as the drug was being launched. This distributionwas continued in the same manner throughoutthe offshoot year of the campaign in order to maintain the brand awareness on a high level. After the initial advertisement strategy, supernumerary 100 000 health care pamphlets were distributed. These pamphletscontained a reply card which, if sent, would succeed the sender with a sample of the product. The goal behind this campaign was to say the potential customers that Metabical is suitable for people belonging to the BMI range of 25-30.Body Mass advocator (BMI) is the most common index used for comparing weight and height. The calculations resents whether the weight is appropriate for the persons height. If the weight is not appropriate,the person can fall in the group of overweight or underfed (Tim J Cole 2000). As mentioned in the article, an abundanceof weight loss pills were made for obese or soberly obese people. However, the group of people with the BMI ranging from 25-30 were not suitable for these pillswhich, consequently, did not feel any effect on their weight loss.Additionally, CPS has developed a support programme which will not only help in weight reduction but also help maintaining the healthy lifestyle. One of their key concepts in the campaign was Losing weight is tough. You dont have to do it alone. permit Metabical and your health care provider start you on the road to a healthy weight and better life. Regarding the support programme, Printup has developed an online contest to attract more customers to buy theproduct and participate in the contest to win a prize. In this contest each user can Join in and compete with other users in reducing BMIs by the highest percentage.Not only Printup was do advertisements for consumers, she also developed a strategy to target medical examination residential district where advertisements were placed on online edical websites and also printed out in well-known medical Journals. Several events were organized especially for medical experts prior to the product launch, one of which was a roundtable discussion. In order to spread the word of the discussion, coverage of this event was done by leading news organizations.