What is the decision-making process for Metabical? Who is involved in the process?

What is the decision-making process for Metabical? Who is involved in the process?

2.How should Printup think about the segmentation of potential Metabical consumers? Who is the optimal target consumer?
3.How should CSP identify and employ the differential advantages that Metabical offers to position itself in the marketplace?
4.Given the positioning strategy you use how would you communicate to each of your target audiences?

JOHN It. QUELCH

HEATHER sscxuau

Metablcal:

Pncmg, Packaging, and Demand Forecastlng for a
New Weight-Loss Drug

In April 2008, after 10 years of testing and $400 million in research and development costs,
Cambridge Sciences Phar’maceuticals’ (CSP) newest prescription drug, Metabical (pronounced Meh-
tuh-bye-cal), was about to receive its coveted Food and Drug Administration (FDA) approval CSP
was an international healthcare company with over $25 billion in sales in 2007. The company, based
in Cambridge, Massachusetts, focused on developing, manufacturing, and marketing products that
treated metabolic disorders, gastrointestinal diseases, and immune deficiencies, as well as other
chronic and acute medical conditions. Metabical was part of a strategic initiative that would allow
CSP to enter the $3.74 billion market for weight-control products in the United States.1

CSP’s chief marketing officer, Bernard Long, said of the new product:

Metabical is revolutionary. It will be the first and only prescription drug to receive FDA
approval to meet the needs of the millions of individuals struggling with moderate weight-loss
goals. Previous prescription weight-loss drugs had negative side effects that, in the agency’s
judgment, outweighed the benefits provided to individuals who were not considered obese.
Metabical will be approved for use by those looking to shed between 10 to 30 pounds. Initial
reviews from the medical community indicate a strong endorsement of Metabical. Our product
will offer moderately overweight adults a medically proven, effective method to reach a
desirable weight and improve their overall health.

Barbara Printup, senior director of marketing for CSP, was in charge of managing the upcoming
January 2009 launch of Metabical in the United States. Printup had spent over 20 years in the
pharmaceutical industry and specialized in developing marketing strategies for new drugs. She had

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