...eport abuse Transcript of Metabical Case Study Presented by: The Lever Group Metabical - Case Study Goal? Targeting and Positioning: How to market Metabical to the correct audience to maximize sales Who are we? The Lever Group An independent market research group specializing in the balance between exercise and diet for overweight individuals Cambridge Sciences Pharmaceuticals (CSP) International health care company $25 billion in sales in 2007 Makers of Zimistat Metabical - may be first FDA approved prescription drug? Shown to be very effective for slightly overweight individuals The Situation Ideal target customer is a slightly overweight female between the age of 35-65. Positioning Strategy Losing weight is tough. You don't have to do it alone. Let Metabical and your health care provider start you on the road to a healthy weight and better life. (End Consumers) Advertising Message How to Market? TARGET: SWOT ANALYSIS CSP has spent 10 years and $400 million developing Metabical A successful launch will ensure a steady, long-term demand. Not a long term solution for patients Should be combined with diet and exercise Emphasize support program to change behavior patterns with over-eating The Consumer Decision Making Process Empower your patients to lose excess weight, change their unhealthy eating habits, and achieve long term success. Introducing Metabical – short-term drug therapy and a comprehensive support program for overweight patients. It gets results. (Health...
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...receiving enough exercise. Childhood obesity poses a very real threat to the health of younger generations and can lead to dangerous, life-threatening health issues later in life. In the rise of child obesity, children are at more risk of diabetes and other heart diseases that could not only affect them in the short and long term. In response to this issue, child obesity should be combated by offering healthier choices for school lunches, and allowing a full hour for recess. All of these could be accomplished by allowing more funding from the Department of Education, and this would allow more funding to state educational funds. Decreasing child obesity would be important for children in the long run because it would decrease their chance of developing type-two diabetes and early heart diseases. Obesity is the root cause of countless diseases, conditions, and illnesses, some of which are even life-threatening. Adulthood obesity has been linked to many deadly diseases. Some examples include heart disease, diabetes, and some forms of cancer. While the health risks that go along with childhood obesity are not as severe, the chances of adulthood obesity increase to nearly double that of non-obese children when the individual experiences obesity in their childhood (2). For that reason, it is imperative to know the health risks that accompany obesity in order to lower the rates of...
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...Descriptive Epidemiology Case Study 1 Managerial Epidemiology – HAS 535 – Descriptive Epidemiology Case Study: Diabetes Descriptive Epidemiology Case Study 2 Diabetes, the sixth leading cause of death in the United States is a disease in which the body has a shortage of insulin, a decreased ability to use insulin, or both. Insulin is a hormone that allows glucose (sugar) to enter cells and be converted to energy. When diabetes is not controlled, glucose and fats remain in the blood, and, overtime, damage vital organs. In a healthy person, blood sugar levels, which fluctuates based on food intake, exercise and other factors are kept within an acceptable by insulin. Insulin, the hormone produced by the pancreas, helps the body absorb excess sugar from the bloodstream; therefore, in people with diabetes, the pancreas does not produce insulin thus increasing the blood sugar levels making it difficult to be controlled by insulin. Type 1 diabetes, diagnosed in children and young adults (although it can occur at any age) is an autoimmune disease that may be caused by genetic, environmental or other factors. It accounts for about 5 percent of diabetes cases. Although there are no known ways to prevent it, administration of insulin is an effective treatment. Type 2...
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...Mehtuh-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 tC CSP’s chief marketing officer, Bernard Long, said of the new product: No 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. 1 According to Mintel Interational Group’s Weight Control Products - US - March 2007 Report, total U.S. retail sales of weight ...
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...come on the market. Nothing seems to take off those extra pounds. With diets, I am miserable because I am starving all the time, and none of the weight-loss pills seem to work. I might lose a couple pounds, but I never reach my weightloss goals and I usually end up gaining more back. I would give anything to lose this extra 20 pounds, so that I can live a longer, happier life.” — Tamara Jinkens: focus group participant, age 42 Barbara Printup, senior director of marketing for Cambridge Sciences Pharmaceuticals (CSP), listened as overweight focus group participants recounted their lifelong struggles with weight loss. Printup had just been placed in charge of the upcoming U.S. product launch of CSP’s newest prescription drug, Metabical (pronounced Meh-tuh-bye-cal). In clinical trials, Metabical proved to be safe and effective in stimulating weight loss for moderately overweight individuals. CSP was an international health care company with a 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 company captured over $25 billion in sales in 2007. Printup had over 20 years of experience marketing prescription drugs for CSP. She had led six new drug campaigns and had just concluded work on Zimistat, CSP’s most successful product launch to date. Final FDA approval for Metabical was expected in the coming year, and the product launch was scheduled...
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...MK501E INTERNATIONAL CONSUMER ------------------------------------------------- BEHAVIOUR ------------------------------------------------- CASE STUDY N°1 I. Introduction Cambridge Sciences Pharmaceuticals (CSP) is an international health care company that focus on developing, manufacturing, and marketing products that treat metabolic disorders, gastrointestinal diseases, imm une deficiencies, and other chronic and acute medical conditions. The company captured over $25 billion in sales in 2007. CSP created Metabical, what would be the first prescription drug approved by the FDA specifically for overweight individuals (those with a BMI of 25 to 30). Its compounds produce dramatic weight loss for overweight individuals. It works on a low-dose formulation, therefore reducing damages to heart and liver functions. Negative effects of the drug occurred when taken while consuming high levels of calories and fat. Metabical is intended to be taken during a 12-week treatment. The estimated retail price for the drug would be approximately $3 to $5 per day, so that would sum up to $1,800. Many health care insurance companies don’t cover weight-loss drugs in their plans. Direct competition includes over-the-counter (OTC) drug Alli (a reduced-strength version of the prescription drug Xenical), approved by the FDA for weight-loss use. There are a number of liver damage reports of people who have been taking Alli and Xenical being currently investigated by the FDA. ...
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...come on the market. Nothing seems to take off those extra pounds. With diets, I am miserable because I am starving all the time, and none of the weight-loss pills seem to work. I might lose a couple pounds, but I never reach my weightloss goals and I usually end up gaining more back. I would give anything to lose this extra 20 pounds, so that I can live a longer, happier life.” — Tamara Jinkens: focus group participant, age 42 Barbara Printup, senior director of marketing for Cambridge Sciences Pharmaceuticals (CSP), listened as overweight focus group participants recounted their lifelong struggles with weight loss. Printup had just been placed in charge of the upcoming U.S. product launch of CSP’s newest prescription drug, Metabical (pronounced Meh-tuh-bye-cal). In clinical trials, Metabical proved to be safe and effective in stimulating weight loss for moderately overweight individuals. CSP was an international health care company with a 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 company captured over $25 billion in sales in 2007. Printup had over 20 years of experience marketing prescription drugs for CSP. She had led six new drug campaigns and had just concluded work on Zimistat, CSP’s most successful product launch to date. Final FDA approval for Metabical was expected in the coming year, and the product launch was scheduled...
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...think is the optimal target market? Segmentation Different segments as identified by Printup, based on different studies conducted can be classified as follows: • Psychographic segmentation It is based on a wide variety of attitudes towards physical activity, portion control, food preferences, nutrition, self-image, and overall health. Five discrete psychographic profiles identified in case of women can be classified as follows: Segment Typical demographic profile I want to look like a movie star Age 18 to 30, high school education, household income under $40,000 I want to be healthier Age 35 to 65, college education plus, household income $80,000+ I want to wear my skinny jeans Age 25 to 40, college education , household income $50,000-$80,000 I want to lose weight, but only if it is easy Age 45 to 65, some college education, household income $40,000-$60,000 I am fine the way I am Age 40 to 65, some college education, household income $30,000-$50,000 • BMI scale classification The customers can also be segmented based on the relationship between their weight and height associated with body fat and health risk and appropriate both for men and women. Three categories of excess weights for adults: overweight (25 to 30); obese (30 to 40); and severely, or morbidly, obese (over 40). • Gender segmentation Both men and women who are overweight can be the segment for Metabical. Targeting a particular gender would narrow down the market. Target segment As has...
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...several million new cases and heart disease with 3 million new cases are the two main diseases linked to obesity that are known to lessen life existence. With a life span outlook on healthcare allocation also helps clean up who pays the steep price tag on obesity. For instance, a 55 y/o that overtime become obese, may have only experienced higher deductibles and premiums for healthcare insurance. Though this individual will become a Medicare recipient and most medical dues of obesity are then paid for by taxpayers. Many mechanisms are associated with the rising the cost of obesity. Insurance does not distort weight choices, or more generally incentives for self protection, as premiums adjust fully to reflect the expected costs for body weight choices and other health risks (Ehrlich and Becker,1972;Bhattachanya and Sood, 2008). The first factor is the rise in the amount of obese people and the rise in cost of therapy to treat obesity associated afflictions. The major effects on the federal budget...
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...defects, hardening or narrowing (atherosclerosis) of the blood vessels, including the coronary arties, and other diseases of the circulatory system. The majority of cardiovascular disease (CVD) is caused by risk factors that can be controlled, treated or modified, such as high blood pressure, cholesterol, overweight/obesity, tobacco use, lack of physical activity and diabetes. However, there are also some major CVD risk factors that cannot be controlled. In terms of attributable deaths, the leading CVD risk factor is raised blood pressure (to which 13 percent of global deaths is attributed), followed by tobacco use (9 percent), raised blood glucose (6 percent), physical inactivity (6 percent) and overweight and obesity (5 percent). MODIFIABLE RISK FACTORS: 1) Hypertension (high blood pressure) Blood pressure is measured as two numbers, written one over the other and recorded in millimeters of mercury – for example, 120/78 mm Hg. High blood pressure is defined as a repeatedly elevated systolic pressure of 140 or higher OR a diastolic pressure of 90 or higher. * Globally, nearly one billion people have high blood pressure (hypertension); of these, two thirds are in developing countries. * Hypertension is one of the most important causes of premature death worldwide and the problem is growing; in 2025, an estimated 1.56 billion adults will be living with hypertension. * Hypertension is the leading cause of CVD worldwide. *...
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...five globally standing at over 42 million today. Approximately 35 million of obese children are living in the developing countries. According to the World Health Organization (WHO) children who are obese and overweight are very likely to stay obese into their adulthood; further, they stand a high chance of developing non communicable diseases such as diabetes and cardiovascular disease while they are still young (Cheng, 2013). The purpose of this paper is to highlight the gravity of childhood obesity based on statistics and the health effects that the issue has on the children and impacts in the society. Further, the study will develop a health advocacy plan for the problem. Review laws, regulations, and ethical issues that could impact health advocacy plan in regards to childhood obesity. Population Health Issue and Population Affected Childhood obesity has spread to global dimensions and is progressively affecting many low- and middle-income countries, and particularly those that are domiciled in urban settings. In the US alone, one in every five children is obese or overweight; this number is on the rise. Although weight problems can be traced back to the family genealogy, however, this is not all children who come from families that have a known problem of obesity will become overweight. Children whose parents and siblings are overweight stand a high chance of getting obese themselves, though this can be associated to the shared family behaviors like...
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...children many health problems and conditions. Some of the health problems that obesity causes are diabetes, asthma and heart diseases. These complications can be caused by a series of factors that can be contributed by TV, computer games, lack of safe playgrounds and other factors that encourage children to be sedentary (Collins, 2002). From the factors mentioned before, the things that are attacking the kids of this generation are mainly the video and computer games. In addition to affecting the health of the kids it is also affecting the economy. Because the costs of health insurance premiums are going up, companies refuse to pay for such services. In addition child obesity is an issue that in most cases begins in the household. Justification: Studies show the impact that child obesity has caused in society. (CBS News, 2002) declared “A dramatic increase in diabetes and other diseases related to childhood obesity in the United States has added millions of dollars to health care cost”. From that article it is clear that child obesity is causing a tremendous problem to the economy, thus making it insufficient. The cost of medicine, treatments and operation is the reason why it is causing and contributing to the economical problems. Obesity has been a major cause for conditions in children such as high blood pressure and asthma. In Bruch (1973) he stated that “Obesity in childhood, as in other age groups, is not a uniform condition”...
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...continue into adulthood. In an organized effort to fight child obesity in today's schools, the Arkansas state school board has implemented a new breakfast and lunch program that promotes good nutrition and overall health. Obesity can begin at a very young age. Children may be screened by the age of 2(helpguide.org). Many children in our society are overweight, setting themselves up for serious health problems later in life. Diabetes, cancer, high blood pressure, and heart disease are some of the risks. Overweight children also feel less happy, more anxious, and face the possibility of harassment and discrimination. Credit may be given to genetic evolution or hereditary as the sole cause, therefore developing a slower metabolism to retain nutrients longer. However, there are many variables that play a role in its development. High sugar, calorie dense foods seem to be a prime factor here. The sugar in these foods first goes directly into the blood stream, then into the liver, finally becoming stored in fat cells. This newly state-funded program sets to reform the breakfast and lunch that is offered to today's youths. This program will cut the costs of meals while offering a healthy, nutrient-enriched alternative. A new standard will be utilized to determine the qualifications for free and reduced lunches under this program. Breakfast meals will be chosen from the following list: banana slices, apple slices, toast, grapes, oatmeal, strawberries, 2% milk, and orange juice. Likewise...
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...Bigger Doesn’t Mean Better When the sun comes out in the County it is a common sight to see children running around in parks, forests, beaches, and even at the plaza. But what people don’t commonly see are the cars rolling by with young eager eyes peering out of the window wanting to run around and only to be driven to the nearest McDonald’s to be stuffed full of preservatives, empty calories, and saturated fats; then taken home to be sat down in front of a television screen to keep them occupied. Within the past 30 years, the number of overweight and obese children has tripled (Lytle), not only decreasing their life span by ten to twenty years, but creating $147 billion a year in weight related medical bills nation-wide. The increasing number of obese adults, teens, and children has reached epidemic proportions and if nothing is done about this crisis then our country will be facing a very fat problem. Knowing that the rate of obesity has increased within the past 30 years it is important to realize how it became a problem in order to resolve it. One of the culprits is the new forms of entertainment being available to the youth, namely television and the internet. With these devices people can gain consistent instant gratification in a short period of time and can easily become addicted to them hindering the likelihood of voluntary exercise. Even though the internet has only been widely popular within the past ten years, the average Americans spends approximately 52 hours...
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