Metabical Cases

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SWOT analysis of Metabical
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What is SWOT Analysis?

• SWOT analysis is a strategic planning usually
  applied to evaluate the Strength, Weakness,
  Opportunities, and Threats of the business of
  Metabical which is widely used effective
  anti-obesity drug approved by FDA for the
  overweight individuals having BMR ranging between
  25 to 30. It includes observing the internal and
  external marketing milieu.

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Strength   Safe, secured and effective drug FDA Approved.  Less harmful in comparison with the other products Minimum dose required   Average course treatment lasts for 12 weeks. Mixture of Calosera and meditanan generated dramatic result for weight loss. Strong and Widespread marketing strategy Experience RD and marketing team Assign considerable amount of money in the marketing budget. Weakness   Negative side effect, such as gastrointestinal discomfort. Properly not effective for the people with BMIgt30
Opportunities   Widespread support program. Health care policies to include Metabical in their medical treatment and prescription drug program 65 of the adult population is considered as overweight, or severely obese. No medicinal instruction drug options for the overweight section (BMI 25-30) available in the year 2008 except drug Alli approved by FDA. Market research shows there is a high growth opportunity of this medicine due to wide acceptance by the people. Threats   FDA imposed strict regulation due to the negative side-effect scenarios. Increasing herbal or dietary supplements. Misleading marketing claims.
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Target market for Metabical

• Specifically for the overweight people with BMI
  of 25 to 30.
• The women with age ranging between 25-65.
• The women with household revenue between 50,000
  - 80,000.
• The women along with college education and above.
• Concern with the health issues produced by
  overweight and vigorously trying to lose weight.
• Willing to alter current attitude and to live
  healthy lifestyle with healthy feeding habits.

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Focus on patient and healthcare provider
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Marketing communication strategy

• The marketing strategy of a Metabical needs to
  concentrate upon following targets
• The Healthcare Suppliers
• The Consumers to whom the medication will be
  prescribed.
• This communication strategy will also speak about
  the concerns of associated healthcare providers
  to whom the patient raises their claims for
  having problems after stopping medication and
  strategy will also include the continuous support
  program to provide solution. It is most essential
  that this marketing communication strategy will
  definitely have the proper timeline for each of
  the vital marketing activities which include the
  following steps
• Advertising To build awareness, knowledge and
  image of the brand
• Promotion and Establishing Public Relationship
• Product Launch
• Sales Force such as organizing Road show sales
  Team upon
• Clinical Information
• Supporting Program

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Marketing Communication Activities
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Advertising

• Direct-to-Consumer (DTC) is a new sensation in
  advertising in recent drug industries since it
  brings together the instructions by the FDA
  during 1997.
• In the very first year, Metabical industry needs
  to aggressively invest money on advertising
  events to DTC which will create knowledge about
  the product and awareness about the brand.
• The idea of advertising by popular celebrity is a
  great idea and it will help to draw attention of
  more consumers and make eagerness to purchase
  Metabical.
• The advertising strategy Metabicals will also
  need to target related medical communities
  because they are the providers of healthcare.
• These advertising strategies targeting the
  healthcare providers will definitely have
  taglines which will be synopsis of about the
  Metabicals how it is effective to lose excess
  weight, short term drug therapy and long term
  solution of the problem.

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Promotion and Public Relations

• The overall budget for promotion and public
  relationship will include both the end customers
  as well as the healthcare providers.
  Approximately one-third of total budget for this
  campaign are generally being allotted for
  promotional campaign in first year.
• Prior to Metabical launch, leaflets along with
  reply cards have to be sent through email to all
  selected healthcare providers for providing a
  sample of the support program. These leaflets
  will have Metabical information.
• After the pre-launch email campaign, the next
  important campaign where marketing and
  communication strategy should have to focus is
  viral marketing that will help to influence the
  global market.
• On the product launch day different online
  contests can be planned where the contestants
  will be asked to compete to cite best ways of
  reducing BMIs at highest extent and how
  Metabicals contribute in this.

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Sales Force

• The Metabical sales team has to be consisted of
  number well trained sales representatives who
  service targeted medical offices. These sales
  teams have been suggested to provide product
  feature of Metabical to healthcare providers.
• For meeting up the objective of creating product
  knowledge and its benefits, the sales team
  provides clinical data and to organize for a
  visit to four medical offices per day for end up
  3,200 medical offices which are present in their
  data base. CSP require to rise the number of
  their sales force team for covering up the other
  100,000 healthcare providers which are still
  unexploited by them. This additional sales force
  team needs to be present all the investigations
  that they may accept after mailing of pamphlets
  and distributing sample to almost 100,000
  healthcare providers.

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Continuous Support Program

• People are required to be educated about the
  better consequences of Metabical in place of
  other anti-obesity drugs.

• What lifestyle people can have once they achieve
  the initial benefit of the Metabical pill.
• Presentations of the sales force team such that
  they can convey profits of it to all healthcare
  providers

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Strategy

• Product strategy
• FDA approved Metabical as the first drug to be
  prescribed for people with overweight having BMI
  ranging between 25 and 30. Metabical has been
  tested and proved through clinical as a one of
  the best safest and effective drug to lose weight
  by 12 weeks. So while packaging it is required to
  build some strategy on number of pills in a
  packet.
• Distribution strategy
• Since Metabical pills are prescribed drug it will
  be distributed in all conventional distribution
  channels like drug stores, specialty stores like
  pharmacy, healthcare providers and online shops.
• Pricing strategy
• Like any products pricing is also one of the key
  factors to get success for Metabical. It is
  always recommended to compare the price with its
  closest competitors.

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Conclusion

• This communication strategy related marketing of
  Metabical should successfully create demand of
  Metabical drugs because this strategy is based on
  market research and market survey extensively and
  also clinically tested. Also since FDA approved
  Metabical as the only prescribed drug for weight
  loss it will attract a huge number of consumers
  and a uprising demand in near future.

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