Positioning and Communications Strategy for a New Weight-Loss Drug Essay

Positioning and Communications Strategy for a New Weight-Loss Drug Overweight Adults in the U.S - Essay Example She was the company’s senior director of marketing. Her 20 years of experience in the industry as the marketing head of prescription drugs for the company helped it achieve these profitable heights (Friedhoff 45). In the recent past, she was responsible for leading six drug campaigns for the company’s most successful drug called Zimistat. Up-to-date the company has not had another successful drug in comparison to Zimistat. In this case, Barbara’s first order of business was developing a reliable positioning strategy and viable marketing communication strategy for the drug. In 2008, the company awaited patiently for FDA approval with plans of launching the product in the next year. Executive Summary Cambridge Sciences Pharmaceuticals (CSP) publicized a first of its kind prescription drug FDA approved drug tailored for moderately overweight individuals named Metabical. The company conducted trial on overweight participants who reached their expected weight loss goa ls in 12 weeks. Despite the delays in pricing, the company estimated the price of the drug as $3-$5 per day. The least treatment period covered 12 weeks. This report sheds light on the development of a reliable positioning strategy and viable marketing communication strategy for the company’s drug. ... This also aids in the identification of potential market targets. The third section is the SWOT analysis for the product. This identifies the potential strengths, weaknesses, opportunities, and threats for the drug. Thus, the company identifies the communication strategy to adopt in the advertising of the drug. The final focus is the most appropriate communication strategy that suits best the drug. This is advantageous as the company enhances better communication with the consumers. The company spent much money and time on FDA trials and in R&D in trying to decide on the most appropriate marketing communications strategy and positioning plan. Barbara was aware that so as to recover this lump sum investment, the drug required two issues addressed. These included the need for a steady, long-term demand, and a successful launch to attract customers. She reasoned that if the drug did not reach out and appeal to the customers, Metabical’s credibility would raise questions as the FD A approval would be of little significance. Barbara’s challenges came in the optimal segmentation, the positioning and targeting of the Metabical drug. After establishing this, she could now concentrate her energies on creating a time schedule for all major activities and assessing the current communicating and marketing strategies. The case studies helped her in posing several questions. These include: a. Who are the most suited target consumers? b. How are the participants going to get instructions from the company? c. Where are the participants coming from and how to contact them? d. What was the most appropriate message for delivery drafted for the participants? Problem Statement A summary of overweight and obesity issue in the U.S. In reference to