WHAT IS SWOT ANALYSIS?
SWOT analysis is a strategic planning
usually applied to evaluate the Strength,
Weakness, Opportunities, and Threats of
the business of Metabical which is widely
used effective anti-obesity drug approved
by FDA for the overweight individuals
having BMR ranging between 25 to 30. It
includes observing the internal and
external marketing milieu.
Strength
1. Safe, secured and effective drug
2. FDA Approved.
3. Less harmful in comparison with the other
products
4. Minimum dose required
5. Average course treatment lasts for 12 weeks.
6. Mixture of Calosera and meditanan generated
dramatic result for weight loss.
7. Strong and Widespread marketing strategy
8. Experience R&D and marketing team
9. Assign considerable amount of money in the
marketing budget.
Weakness
1. Negative side effect, such as gastrointestinal
discomfort.
2. Properly not effective for the people with
BMI>30
Opportunities
1. Widespread support program.
2. Health care policies to include Metabical in their
medical treatment and prescription drug program
3. 65% of the adult population is considered as
overweight, or severely obese.
4. No medicinal instruction ± drug options for the
overweight section (BMI 25-30) available in the
year 2008 except drug Alli approved by FDA.
5. Market research shows there is a high growth
opportunity of this medicine due to wide
acceptance by the people.
Threats
1. FDA imposed strict regulation due to the negative
side-effect scenarios.
2. Increasing herbal or dietary supplements.
3. Misleading marketing claims.
TARGET MARKET FOR METABICAL
Specifically for the overweight people with BMI of 25
to 30.
The women with age ranging between 25-65.
The women with household revenue between
$50,000 - $80,000.
The women along with college education and above.
Concern with the health issues produced by
overweight and vigorously trying to lose weight.
Willing to alter current attitude and to live healthy
lifestyle with healthy feeding habits.
FOCUS ON PATIENT AND HEALTHCARE PROVIDER
MARKETING COMMUNICATION STRATEGY The marketing strategy of a Metabical needs to concentrate upon following targets:
• The Healthcare Suppliers
• The Consumers to whom the medication will be prescribed.
This communication strategy will also speak about the concerns of associated healthcare providers
to whom the patient raises their claims for having problems after stopping medication and strategy
will also include the continuous support program to provide solution. It is most essential that this
marketing communication strategy will definitely have the proper timeline for each of the vital
marketing activities which include the following steps:
• Advertising – To build awareness, knowledge and image of the brand
• Promotion and Establishing Public Relationship
• Product Launch
• Sales Force – such as organizing Road show sales Team upon
Clinical Information
• Supporting Program
MARKETING COMMUNICATION ACTIVITIES
Advertising
Promotion and Establishing
Public Relationship
Product Launch
Sales Force Supporting
Program
ADVERTISING
Direct-to-Consumer (DTC) is a new sensation in advertising in recent drug
industries since it brings together the instructions by the FDA during 1997.
In the very first year, Metabical industry needs to aggressively invest money
on advertising events to DTC which will create knowledge about the product
and awareness about the brand.
The idea of advertising by popular celebrity is a great idea and it will help to
draw attention of more consumers and make eagerness to purchase
Metabical.
The advertising strategy Metabicals will also need to target related medical
communities because they are the providers of healthcare.
These advertising strategies targeting the healthcare providers will definitely
have taglines which will be synopsis of about the Metabicals – how it is
effective to lose excess weight, short term drug therapy and long term
solution of the problem.
PROMOTION AND PUBLIC RELATIONS
The overall budget for promotion and public relationship will include both the
end customers as well as the healthcare providers. Approximately one-third of
total budget for this campaign are generally being allotted for promotional
campaign in first year.
Prior to Metabical launch, leaflets along with reply cards have to be sent
through email to all selected healthcare providers for providing a sample of
the support program. These leaflets will have Metabical information.
After the pre-launch email campaign, the next important campaign where
marketing and communication strategy should have to focus is viral
marketing that will help to influence the global market.
On the product launch day different online contests can be planned where
the contestants will be asked to compete to cite best ways of reducing BMIs
at highest extent and how Metabicals contribute in this.
SALES FORCE The Metabical sales team has to be consisted of number well trained
sales representatives who service targeted medical offices. These sales teams have been suggested to provide product feature of Metabical to healthcare providers.
For meeting up the objective of creating product knowledge and its benefits, the sales team provides clinical data and to organize for a visit to four medical offices per day for end up 3,200 medical offices which are present in their data base. CSP require to rise the number of their sales force team for covering up the other 100,000 healthcare providers which are still unexploited by them. This additional sales force team needs to be present all the investigations that they may accept after mailing of pamphlets and distributing sample to almost 100,000 healthcare providers.
CONTINUOUS SUPPORT PROGRAM
People are required to be educated about the better consequences of Metabical in
place of other anti-obesity drugs.
What lifestyle people can have
once they achieve the initial
benefit of the Metabical pill.
Presentations of the sales force
team such that they can convey
profits of it to all healthcare
providers
STRATEGY
Product strategy
FDA approved Metabical as the first drug to be prescribed for people with
overweight having BMI ranging between 25 and 30. Metabical has been tested and
proved through clinical as a one of the best safest and effective drug to lose weight
by 12 weeks. So while packaging it is required to build some strategy on number of
pills in a packet.
Distribution strategy
Since Metabical pills are prescribed drug it will be distributed in all conventional
distribution channels like drug stores, specialty stores like pharmacy, healthcare
providers and online shops.
Pricing strategy
Like any products pricing is also one of the key factors to get success for
Metabical. It is always recommended to compare the price with its closest
competitors.
CONCLUSION
This communication strategy related
marketing of Metabical should
successfully create demand of
Metabical drugs because this strategy
is based on market research and
market survey extensively and also
clinically tested. Also since FDA
approved Metabical as the only
prescribed drug for weight loss it will
attract a huge number of consumers
and a uprising demand in near future.
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