* Prevailing Safety Concerns; limiting options for patients * No prescription-drug option for the overweight segment (BMI 25-30) * Many OTC drugs available for patients with BMI 30+ including FDA-approved ‘Alli’ but various negative side effects reported, e.g., 30 liver damage cases in Alli & Xenical during ‘99-‘08 * Other solutions categorized as herbal or dietary supplements were not regulated by the FDA i.e., safety not warranted, e.g., dietary supplement “ephedra” was linked to sudden cardiac death * Deceptive Marketing Claims; hurting industry credibility * In 2007, weight-loss drug industry was charged U$25 million by the Federal Trade Commission for the unsubstatiated weight-loss claims
* Differentiation factors of the Metabical
* First FDA-approved prescription drug for the overweight segment (BMI 25-30) * Low-dose formulation; only one pill per day reducing stress on heart or liver functions * Dramatic weight loss effect average 26 pounds for BMI 28-30 & 15 pounds for BMI 25-28 within 12 weeks * Less severe negative side effects associated with excess fat and claories in the diet controllable with behavior modification and healthier eating habits
* Metabical consumers is likely to be highly involved in systematic decision making process 1. Problem (or Need) recognition
* recognizing their needs to lose weight to look better or be healthier 2. Information search
* From internal search, knowing that it’s extremely hard to reach weight-loss goal on their own and even harder to maintain, thus need some medical help * From external search, most probably from commercial sources or health care providers, they become aware that the new FDA-approved weight-loss drug called ‘Metabical’ offers much less safety concern with “one pill a day” low-dose formulation & a comprehensive support program for healthy weight maintenance afterwards 3....