METAHBICAL

Positioning and Communication Strategy for a New



Weight-Loss Drug
Let ’ s Calculate Our
B M I !
BMI =
kg

m2
CALCULATE :
Does your HIPS
= ½ your
WEIGHT ??
Overweight Adults in US
 Health Issue


§ 65% entire adult population 

overweight, obese or severely
obese


§ Overweight number of serious

health complications (2nd leading
cause pf preventable death in
US)


 Social Issue


§ stereotype :
Overweight = lazy & self-indulgence


 Weight-Loss Drugs
NO PRESCRIPTION - DRUG OPTION
SPECIFICALLY FOR THE OVERWEIGHT
SEGMENT !
** plethora of over-the-counter weight-loss
existed, yet ONLY “alli” had been approved by the
FDA !

Reduced strength version of Xenical

Users took 1 pill with each meal

Negative Side - Effect : gastrointestinal

conditions  loose stools, increased
defecation, incontinence & abdominal pain
** side-effect worsened when the patient’s diet
included too much fat !

FDA reviewing 30 reports of liver damage,

including 6 - cases of liver failurein patients
who had taken Alli and Xenical between 1999 & 2008
 Other OTC Weight-Loss
 e.g : hoodia, chromium, gree-tea extract,
conjugated linoleic acid, bitter
orange, etc.
FDA categorized them as :
HERBAL or Dietary Supplements 
UNREGULATED BY THE AGENCY

NOT require stringent FDA Testing & Approval

CAN NOT DISCOVER HEALTH COMPLICATION OF THEIR USE BEFORE THE

FDA ban purchase sale of “ Ephedra ” 

LINKED TO SEVERAL CASES OF SUDDEN CARDIAC DEATH & OTHER
 METABICAL (Meh-tu-bye-cal)
 1st : prescription drug approved by FDA which
targeting “overweight” segment
 Combined by : CALOSERA + MEDITONAN
 Plus “controlled-released feature” only 1 pill be taken
per day
 Worked in a low-dose formulation reducing stress
on heart / liver function

C lin ica ltria ls p ro v e d : e ffe ctive in a ch ie vin g

sig n ifica n t w e ig h t-lo ss fo r o ve rw e ig h t
A ve ra g e co u rse o f tre a tm e n t la stin g 1 2 w e e k s
Fe w n e g a tive sid e -e ffe ct  h e lp e d w ith b e h a vio r
m o d ifica tio n & h e a lth ie r e a tin g h a b its
N O T ve ry e ffe ctive in h e lp in g in d ivid u a ls w ith B M Is o f
3 0 o r g re a te r lo se w e ig h t  N O T re co m m e n d e d fo r th is
g ro u p
Market Research
Their current weight..
Visited a health care
provider..
Want to change their behavior
to live a healthy lifestyle..
Had tried and failed to lose
weight in past five years
Current weight loss in the
market..
The level of education
Age
The level of income..
The Problem

Barbara Printup
Senior director of marketing for CSP
 Segmenting
Targeting
Positioning
Who was the ideal target consumer ?
How should in the decision-making process be-
addressed ?
How could these participants best be reached ?
What was the appropriate message to convey to each
one of them ?
What was the role of the support program ?
 Advertising Concept

 DTC ads Health Care Provider

• Losing weight is • Give your overweight

patients a safe
tough alternative…
• Look your best Introducing Metabical
– a clinically proven
• Those extra 20 weight-loss drug.
pounds could be • Atherosclerosis,
killing you coronary artery
disease…Introducing
Metabical – FDA
approved weight-loss
drug.
• Empower your patients
to lose excess
weight, change their
 Segmenting
O V E R W E IG H T IN D IV ID U A L S
( BMI from 25 to 30 )

Targeting
 End-User  ADULT
 (aged from 18 to 70 years old)
 Health Care Providers

 POP & POD

Point Of Parity
 Point Of Differences


• Weight-loss drugs • Weight-loss drug

• Approved by FDA approved by FDA
specifically for
• Have some side-effect overweight
(associated with individual
excess fat & • contain ‘calosera’ +
calories) ‘meditonan’ =

dramatic weight-loss
• Less severe of
gastrointestinal
discomfort
• Average course of
treatment = 12
 Perceptual Map
Approved by FDA: weight loss drugs

Alli

Xenycal
High medical risk

Low medical risk

TrimSpa& Others

Hoodia, green tea extract & others

OTC weight loss drugs approved (dietary supplement)

 4-W
WHY FOR WHOM
üreason for a : Overweight
-Calosera + Meditonan = individuals ( 25 <
Dramatic weight-loss BMI < 30 )
-Proved by clinical trial 
effective in achieving
significant weight-loss
üreason for b & c : MEHTUBICAL as
-Worked in low-dose Superior Weight-Loss Solution
formulation
-Controlled-release feature =
1 pill / day
-Approved by FDA AGAINST WHO
-
üin weight - loss
-
WHAT drug : ALLI, XENICAL,
generic-drugs, Other
a)Superior prescription drug to any OTC drugs, Weight
weight-loss solution on the Watcher
market.
b)Few negative side effects.
c)Helped with behavior modification üin overweight
& healthier eating habits. segment : NONE !
Positioning Statement
For you who troubled with
overweight problem
Metabicalis a prescription
weight-loss drug
Which gives the most superior
weight-loss solution, safe-
alternative drugs and even
helping you to make a healthy
life
Because of it had approved by
FDA as a safe drugs, proven by
clinical researches as a drug
which give significat weight-
loss than other and you only
need 1 pill a day
 OurEvaluation !

• SEGMENTING
they also need to approached the “OBESE”


group !



 OurEvaluation !

• SEGMENTING
 they also need to approached the “OBESE”
group !
Exhibit 1 :



 OurEvaluation !

• Targeting
they also need to target those who use … as a way to


loose excess weight and target not only health-care

provider but also …



OurEvaluation !

• Positioning
they’re just fine !





 Marketing
Communication
Strategy
What was the optimal rollout schedule for
key marketing communications ?
Does the estimate retail price could help
company get profit in 10 years ahead ?
Objectives
Building awareness of METABICAL, the weight-loss drug – a new
product of CSP
oSuccessful with initial consumers (a successful
product launch) optimal STP, success marketing communication
oRecoup the massive investment
oLong-term, steady demand
Modes
 ADVERTISING
• Direct-to-Consumer (DTC) advertising
• 3 initial concepts:
– Losing weight is tough
– Look your best
– Those extra 20 pounds could be
killing you.
 PROMOTION
• Campaign aimed at both the health
care providers and the end
consumers.
• Printup viral marketing campaign:
“The Metabical Challenge”
• Printup is the most effective way to
utilize this mix element and how
large a role it should play in the
communication strategies.
 PUBLIC RELATION
• It is not only well-timed pre launch
and at-launch press releases, but
also two high-profile medical
education events and a series of
podcasts aimed at physicians.
•
 SALES FORCE
• A CSP sales team responsible for two
gastrointestinal drugs was directed
to detail Metabical to health care
providers in their territories and
add it to their existing portfolios.
• These resp focuses on offices that
were the most geographically
accessible and responsive to drug-
rep visits.
•
 How Many is Enough ?
 Information :
R&D and FDA expenses = $ 400,000,000
Marketing budget (FY 01) = $ 23,146,000

Estimated retail price = within $3 to $5

User  1 pill / day

Treatment  12 weeks = 84 days

BEPsalesTOTAL COST = TOTAL

TOTAL COST REVENUE= TOTAL
REVENUE
$ 400,000,000 + $23,146,000 = (84x1x$3) (X)
$423,146,000 = 252X
$ 1 , 679 , 150 = X
 How Much is Enough ?
 Information :
R&D and FDA expenses = $ 400,000,000
Marketing budget = $ 23,146,000

Estimated retail price = $3 , $4 or $5

User  1 pill / day

Treatment  12 weeks = 84 days

US adult population (2008) = 230,000,000 persons

2000 209 Million 34% 71.06 Million

2008 230 Million 37.5% 86.25 Million

* Asumpption : US obese - adult population in

2008  0.05%
* From Exhibit 2 , if our assumption what happen in focus
group also happen in real-world then we can get that :

ü 35% actively trying to lose weight

 35% x 86.25 Million peoples = 30 Million peoples
ü 15% of those actively using drugs to lose weight
15% x 30 Million peoples = 4.5 Million peoples

* If we can captured half of those as our initial consumer in

the first year, then : initial customers = ½ * 4 . 5 = 2 . 25
Million peoples . Now, we can calculate Profit :

üPROFIT
Price X Sales = $3 X (84 x 2.25 Million) = $ 567 Million
üEFFECTIVENESS
Profit : Marketing Budget = $ 567M : $23.146M = $ 24.49

FOR EVERY $ 1 Marketing Budget

GENERATE $ 24.49 PROFIT
THANK
YOU !