Metabical: FDA-approved 12-week weight loss program
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Metabical is a new FDA-approved 12-week program for weight loss that includes an appetite suppressant, fat blocker, and calorie absorption blocker. It is targeting women ages 35-55 who are post-pregnancy and in the peak of their professional careers with stable incomes and BMIs between 25-30. The marketing campaign will position Metabical as a partner for weight loss at $420 for 12 weeks, cheaper than other expensive options, with a quality herbal formula.
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Metabical: FDA-approved 12-week weight loss program
- 1. Metabical Carol, Kyra, Natalie, Rinat, Steve
- 2. BACKGROUND INFORMATION ● FDA approved ● 12-week program ● Appetite-suppressant ● Fat-blocking ● Calorie absorption ● BMIs between 25-30
- 3. TARGET MARKET AGES 35-55 Women Post-pregnancy Peak of professional career Stable income
- 4. POSITIONING $420 $5 Herbal weight loss cheap expensive high quality low quality Metabical
- 5. STRATEG Y
- 7. MARKETING CAMPAIGN You help others all day. Now let us help you. Metabical, your partner in weight loss. The only FDA approved weightloss drug that not only helps you reach your goal in 12 weeks
- 8. PRINT PLACEMENT WOMEN’S MAGAZINES GUIDES/BROCHURES IN DOCTORS OFFICES POINT OF SALE ADVERTISEMENT
- 10. DOCTOR MARKETING CAMPAIGN Round table discussion Symposium Print-ads in medical journals (Mayo Clinic) Sales representative lunches
- 11. LINKEDIN Proactively engage with groups Become thought leader Conduct research Use sponsored updates Obtain recommendations
- 12. ROLLOUT SCHEDULE 2nd Week in October: Round Table 1st Week in November: Symposium 2nd Week in November: Product Launch 1 Year: Run “Help Others” Campaign
- 13. METABICAL SUPPORT PROGRAM Program Includes: Reference materials Online weight control tools Community forums Meal and Exercise plans Important for Insurance companies
- 14. BENEFITS OF SUPPORT PROGRAM Positive group identity Helps retain weight loss Creates Community
- 15. QUESTIONS ?
Editor's Notes
- We’re Kyra, Natalie, Steve, Carol, and Rinat, here to talk to you about Metabical, a revolutionary new weight-loss drug and the only one that is FDA approved.
- Before we go into our plan. We will go over a little bit of information about Metabical itself. Metabical is a 12-week program where consumers will take 1 pill per day, making it easy for consumers to use. Each pill contains appetite-suppressants, fat-blocking, and calorie absorption substances. It helps people who are have BMIs between 25-30.
- Rinat Narrowed our focus to a single gender Women have more trouble losing weight and do so more slowly Chose the age range: Post-pregnancy Peak of their professional careers More likely to have a stable income to afford the pill Highest overweight percentages Talk about the drawbacks of choosing this target market and explain the rationale Drawbacks: losing part of the male population market, ages outside our age range But after considering those 2 drawbacks and taking all of our statistics/given information under consideration, we believe we would be the most profitable with targeting women ages 35-55
- Our target market is in the older range so most of them will have stable careers and disposable incomes. Additionally, with the support program we offer a dynamic and comprehensive program that our competitors don’t. Therefore we will make our pricing on the higher end. So one pill cost $5, so for a 12-week program it will be a total of $420. So when positioning our product we will have the highest quality and be the most expensive. While we are sacrificing meeting the low cost demand we want to establish ourselves as the market leader of the weightless drug industry. Drawback
- The first part of the strategy is creating a logo and brand promise that will attract our target market. The X shaped logo represents the the movement of someone measuring their waist line. For the brand promised we wanted to give the idea that we are our consumers helpful companion when they are trying to lose weight through the pill itself and the support group.Therefore we made it “your partner in weight loss” We choose the colors Blue and yellow. Because from our research we learned that women are strategic thinkers who look for products that will not only satisfy them in the moment but will produce results in the future as well. Additionally women look for others opinions to make their own. Therefore the blue symbolizes trustworthiness and logic. Then the yellow is a friendly and optimistic color. So through these two colors, logo, and brand promise women will trust our Metabical to help them lose weight and be the optimistic friend they need to go through the process.
- Natalie So for our marketing campaign we wanted to do something that most women can relate to. Additionally, through our research we learned that women respond best to emotion. Life style concept authority FDA - amplifiers are trustworthiness and expertise Most people enjoy setting and achieving goals with a partner, as it gives them a sense of encouragement and motivation. Much like this concept, our marketing video campaign on TV revolves around the idea of Metabical being your partner throughout your weight loss journey. In our video advertisement, we will demonstrate that Metabical is not simply a weight loss pill, but more so that it is an assistance in your life. In order to add credibility and add emphasis on the “assistance” and ‘partner” aspect of the pill, we will place significance on the support group.
- Carol Magazine- specifically target magazines with a large women following. This gives you a highly selective audience that is interested in your ads if the product relates closely to the topic. Also ensures that image quality and quality of the content will be at its fullest potential. Additionally it will be a two-page advertisement, as the larger the ad in a magazine, the more attention it garners. This Guides/Brochures in doctor offices- to leverage on the effectiveness of product placement. Specifically attempt to place as many informational brochures in bariatrics health institutions. The biggest advantage for this is that they can be distributed to people for them to use at a later point, or possibly pass on to others as well. POS- with women making most of the grocery shopping trips of the household, having advertisements at point of sales (cash register) area where they are waiting in line is a great strategy in order to reach our targeted women audience.
- Rinat Researching losing weight- use of remarketing: when a user uses a search engine to search weightloss and click on different search engine sites, a cookie will be dropped in their web browser. As the user continues to navigate around the web, marketers will still be able to display ads, such as banner ads, to remarket Metabical Workout/Health YouTube channels- pre roll advertisements on fitness/health channels on youtube Pinterest- has over 150 million active monthly users in which 60% of users are women. Start a pinterest account and pin content in respect to our marketing strategy (ie. metabical is your partner in weight loss, you are not alone in this weight loss journey, etc.), promote pins
- Carol Round Table Discussion- because Metabical is a drug that needs to be prescribed by a doctor, the only way Metabical can reach patients is through reintermediation in which a doctor is the mediary. In order to achieve this, there will be a round table conference in which all concerns, questions, and comments can be thoroughly addressed to ensure that these doctors are 100% comfortable with presenting this information to their patients. With thought leaders in the medical community Symposium - similar to the round table discussion, but the symposium will be utilized and targeted for all health professionals. Opened to members of the media and medical professionals. Through both the round table discussion and the symposium people are more likely to use Metabical because the thought leaders create authoritative figure which is amplified by both their trustworthiness and their expertise. Print ads in medical journals - because health professionals are always reading medical journals and keeping up to date with what is occurring in the health world, we will place advertisements in these journals. By placing advertisements in credible, well-known, and well-established journals, such as the mayoclinic, it will give these health professionals a positive, professional, and credible attitude towards Metabical. Sales representative lunches- this will be used for 1 on 1 conversations between a Metabical representative and health professional to answer any specific question or concern that they may have. Promote product awareness and answer questions and provide advice, introduce the product
- Carol LinkedIn- great social media platform for B2B marketing. Can connect with other health professionals and health groups and market to them. Allows us to maintain an environment of professionalism. Proactively engage with groups Become thought leaders Obtain recommendations Use sponsored updates Conduct research
- Carol Product placement - page 21 Release date in 2nd week of November. -People are looking to shed weight mostly in January (New Years resolution) and March to get ready for their Spring and Summer attire. -Weight loss is widely recognized as the quintessential New Years resolution With the majority of people looking to lose weight occurring during New Years, launching Metabical right before New Years would be the most strategically advantageous. We want our audience to be well aware of this product before they begin their weightloss journey. Product placement is essential in ensuring consumers will decide to utilize Metabical when New Years come. It’s important to have a measurable goal, important to measure progress and separate funds and amount of money we need, and make modifications as necessary throughout the year.
- Steve Offered to metabical patients throughout and post treatment The support program is the emphasis of the pitch to insurance of companies, who at the moment are unwilling to cover payments associated with weight loss treatments. Patients would be much more likely to consult a healthcare professional about options for treatment with the weight loss aid metabical. Patients are less inclined to pay out of pocket for medical treatment costs rather than utilize insurance to their incurred costs. There would be a huge impact on the amount of patients opting for weight loss treatment through metabical because insurance companies are willing to cover treatment costs would lead to prospective patients being more open and willing to try metabical treatment. Designed to complement the metabical pill
- Steve This program creates a positive associative group for newer/reluctant metabical users and encourages them to look toward others in a similar situation with similar characteristics to themselves and share their experiences, thoughts, and attitudes regarding the process of weight-loss Looking to this positive associative group assists fellow metabical users retain their lost weight post treatment Since we like people similar to us in terms of background, experiences, opinions, etc… The support group offers a community of others in a similar situation as metabical patients and former patients looking to reach and maintain their weight loss goals