This document provides a segmentation, targeting, positioning, and marketing strategy for Metabical, a new prescription weight loss drug. It segments the market into doctors, patients, and insurance companies. The target audience is males and females aged 50+ with a BMI of 25-30. The positioning positions Metabical as providing a credible way to lose weight and live healthily. The marketing strategy includes medical journal articles, conferences, an online support program, competitions, and endorsements. It allocates most of the $20 million budget to convincing doctors followed by promotional activities and advertising.

1. Metabical Case Study
Group7
Dhananjay Surte
Janvi Bhagat
Kakoli Laha
Mamta Gupta
Nikita Kale
Priyanka Bhandari
Shruti Gudhadhe

2. Segmentation
For segmentation , there are three potential healthcare stakeholders
that needs to be considered,
1. Doctors
2. Patients
3. Insurance Companies
The doctors can be segmented on the basis of their specialisation i.e.
 Diabetologist
 Cardiologist
 General Practitioners’

3. For patients ,it would be on the basis of gender , age and BMI
• Gender - Male and Female
• Age:
18 to 35years
35 to 50 years
50 to 75 years

4. Segmentation
Values of BMI Interpretation
18-25 kg/ m
2
Normal
25-30kg/ m
2
Overweight
30-40kg/ m
2
Obese
40 and abovekg/ m
2
Morbid obesity

5. Target Audience
Target
Audience
Patients(Final
Consumers)
Doctors(Key
Influencers)
Insurance
Companies(Key
Facilitators)

6. Targeting
• Metabical Prescription is most effective for people who are
overweight and not for those who are obese
• So the target market should be the category of people having BMI
in the range of 25-30 kg/𝑚2

7. Targeting
• So , the target audience would be males and females in the age group
of 50+ and having a BMI of 25-30
• The market size for metabical is approximately $24 billion and on an
average only 10% of the population is ready to pay from their pockets
for metabical
• So, the market for metabical in the absence of insurance coverage
comes to $2.4 billion

8. Differentiation
• Metabical different from other OTC weight loss supplements because
it can only be obtained via prescription
• Elite Product, Effective as well
• FDA approved specifically for overweight individuals (BMI 25-30)
• Metabical Support Program helps to modify behavior and lifestyle
• Only one pill per day, so lower stress on heart and liver
• Would be covered by insurance plans

9. •Positioning Strategy:
After describing the Salient features of the drug , the positioning
strategy would be-
“To provide people with an authentic and credible weight reducing drug
and propelling one toward healthy life”

10. Timeline Activity
12 to 8 months before Launch • Pilot testing in control groups
• Meeting Focus groups to identify core issues
6 months before launch • Publish articles in medical blogs and journals (Journal of the
American Medical Association)
• Interactive ads on medical websites
3 months before Launch and
continue till 1 year post launch
• Interact with professional medical community through mails and
feedback forms
1 month before launch • Arrange events for doctors, healthcare providers, dieticians, gym
instructors and try to get media coverage
• Sponsor or attend medical meets, conferences
Marketing Communication

11. Timeline Activity
1 week before launch • Arrange Medical Research Symposium open to media and medical
professionals
Launch Day • Press release
• Launch through sponsoring any one of Health Food Shows, Exercising
Shows, Yoga Shows
Post Launch • Appoint Sales reps to visit CSP associated medical offices once in a
quarter
• Explain to them the health benefits of Metabical
• Explain the Support Program designed (including personal support, meal
plans, exercise plans provided)
• Include Metabical in existing Lunch and Learn Programs of Sales Team
Marketing Communication

12. Timeline Activity
Post Launch • Keep support centers ready to tackle health issues & questions
• Maintain helpline numbers for the Support Program
• Track people taking Metabical and ask them to post before/after pictures
of themselves, relate their personal experience on websites, blogs, shows
• Create a buzz about online competitions that may take place related to
weight-loss achieved
3 months Post Launch • Launch online competitions on Social Networking Sites to check who was
able to reduce their BMIs by maximum percentage
6 months Post Launch • Start campaign to persuade managed health care plans to include
Metabical in their prescription drug programs
Marketing Communication

13. Communication to End Consumers
• Clinically proven and safe weight-loss drug that helps reduce weight in
moderately overweight individuals (BMI 25-30)
• Developed after extensive research and helps achieve significant weight-loss
• Health risks of being overweight include heart disease, diabetes, high BP as also
social stigma and discrimination
• Optimum weight is required for a longer, healthier & happier life
• Metabical contains Calosera which suppreses appetite and Meditonan which
reduces fat
• Recommended dosage of only one pill per day with a healthy diet
• Weight-loss goals may be reached in 12 weeks
• Side Effects include mild gastrointestinal discomfort

14. Communication to Masses
• Extensive Support Program of 24 months including personal support, meal and
exercise plans
• Tests prove that overweight individuals with BMIs of 28 to 30 lost an average of 26
pounds and individuals with BMIs of 25 to 28 lost average 15 pounds after taking
Metabical
• Support received from prominent Medical and Health Associations in the US, share
them across medical blogs and across the company’s social touchpoints
• Also helps achieve positive behavior modification and healthier eating habits
• Should leverage on the international presence of the company and the effective
medicines it has manufactured till date, building trust
• Price once finalized should be communicated ($5 per day for 12 weeks)

15. Advertising Concepts
• For consumer TVC: Celebrity endorsements over time -
• Losing weight is tough. You don’t have to do it all alone
• Look your best. Shed excess pounds to get happier and attractive
• Extra pounds could be killing you. They lead to diseases. It’s time to get
healthy
• For medical practitioners: Advertise via blogs, pamphlets & posters -
• Give your patients alternative to diets and dangerous drugs
• Prevent deaths of overweight patients
• Empower your patients, help them be successful and positive

16. Belviq Weight Loss Pill
Belviq TV Commercial

17. Marketing Budget
As given in the case study, the total marketing budget for
the first year is $ 20million
Allocation of budget according to the case study,
 $ 11 million on advertising
 $ 1 million on Doctors
 $ 4-5 million on Promotional activities

18. Recommendations in the existing marketing budget
The recommendations include:
Allocating a huge chunk of your budget expenditure on doctors followed by
aggressive promotional strategies
$ 9-10 million for convincing doctors
$5million for advertisement
$5 million for promotional activities