Analyzing the market and segmentation, and identifying the needs of the customers. The optimal marketing campaign would guarantee a better-off position of Metabical after the information search and alternative valuation that customers may perform. Furthermore, Metabical needs to be affordable and effective as it will only be available as a prescription drug and, at least initially, the patients would be required to purchase it as an “out of pocket” expense.
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Customers
•General United Sates population struggling with excess weight (By 2000, 34% of the population was overweight, 25.8% classified as obese, and 4.7% was in the severely obese category) •End consumer (the patient): Moderately overweight people with the BMI of 25-30 •Men and women between the age 45-74
•Individuals with income between $40,000 and $80,000+ •Health care providers who would prescribe the medication as this is not a over-the-counter (“OTC”) drug • Get research paper samples and course-specific study resources under homework for you course hero writing service – Manage d healthcare insurance companies
Customer decision making process:
Need Recognition and problem awareness:
a. Overweight Consumers – Many health and social stigmas are centered around excess weight. 35% of the respondents of the CSP sponsored market research are trying to lose weight and 15% of those are comfortable using drugs to reach ideal weight. The campaign must be focused in activating the latent needs of this segment (see Table 1, Annex). b. Healthcare providers – Health care providers are already aware of the benefits that a reduction in weight would play in their client’s health. However, they are not successful in counseling them to establish long-term healthy diet habits and exercise routines.
Information search
a.Overweight consumers – Once the customer has recognized the information and the need then he/she can research through personal sources such as family, friends, testimonials, advertising, promotions, and sales persons or contact the expert healthcare providers. b.Healthcare providers – Healthcare providers receive information reading through medical journals, attending conferences, and speaking with science and medical sales representatives and other experts.
Evaluation of Alternatives:
a.Overweight consumers
An alternative for Metabical would be a plethora of OTC solutions such as Alli, the only FDA approved OTC drug, and a dietary supplement ephedra. These alternatives, however, are associated with various and serious negative side effects. The fact that Metabical is the only weight loss product that requires prescription may be a point in its favor, as a sign of safety and effectiveness. Metabical is also only required to be taken once a day.
b.Healthcare providers:
The vast majority of alternatives for Metabical either have a negative effect or are not regulated by the FDA. Metabical represents a safer choice, in legal terms, to recommend its use. As the only FDA approved drug, Metabical can stimulate substantial weight loss in customers and provides a comprehensive support and long-term weight maintenance program that enhances the success of the drug.
