CASE STUDY ANALYSIS REPORT
METABICAL: POSITIONING AND COMMUNICATIONS STRATEGY FOR A NEW
WEIGHT-LOSS DRUG
I. Case Synopsis
Cambridge Science Pharmaceuticals (CSP) is an international health care company that focus on
...
CASE STUDY ANALYSIS REPORT
METABICAL: POSITIONING AND COMMUNICATIONS STRATEGY FOR A NEW
WEIGHT-LOSS DRUG
I. Case Synopsis
Cambridge Science Pharmaceuticals (CSP) is an international health care company that focus on
developing, manufacturing, and marketing products that treat metabolic disorders, gastrointestinal
diseases, immune deficiencies, as well as other chronic and acute medical conditions. The senior
director of marketing of CSP, Barbara Printup, is responsible for one of the most successful products
by CSP, Zimistat. CSP has assigned Printup to be in-charged of the upcoming U.S product launch of
CSP’s newest prescription drug called Metabical. He was appointed in February 2008 to be responsible
in developing a viable positioning strategy and associated marketing communications plan for the new
product that the scheduled launch was in January 2009. Metabical was the first prescription drug
approved by the FDA that targeted specifically for overweight individual. The majority of Metabical
trial participants reached their weight-loss goals by week 12. Even though the pricing had not been
finalised, CSP estimated the retail price would be approximately $3 to $5 per day, with the average
course of treatment lasting for 12 weeks.
Meanwhile, excess weight is considered as a public health crisis in the U.S, with approximately
65% of the entire adult population categorised as overweight, obese or severely obese. Being
overweight often related to a number of serious health problems which become one of the top leading
causes of death in U.S. (according to the American Obesity Association in 2005). In addition to health
risks, overweight individuals always feel like social outcasts. They endure a significant social stigma as
well as discrimination. Laziness and self-indulgence are common stereotypes associated with this
group. Their professional life could also be negatively affected, as excess weight has been found to
adversely influence hiring decisions, wages and promotions.
Researchers and health care professionals measure excess weight using the Body Mass Index
(BMI) scale. It calculates the relationship between weight and height associated with body fat and
health risk. There are three BMI categories of excess weight for adults: overweight (25 to 30); obese
(30 to 40); and severely, or morbid obese (over 40). There was no prescription-drug targeted
specifically for overweight segment (BMI of 25 to 30) was available in 2008. Though, Alli was the only
one over-the-counter (OTC) weight-loss drug was approved by FDA, it has a lot of negative side effects.
These side effects include gastrointestinal conditions such as loose stools, increased defecation,
incontinence, and abdominal pain. The effects will get worsened when the patient’s diet included too
much fat. The drug industry faced saf
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