In recent years, a variety of new methods of appetite control have been marketed to consumers, both in America and around the globe. There are a variety of different methods, as well, ranging from pure diet and exercise to extreme options like the roux-en-y gastric bypass, meant to prevent absorption of many nutrients by our system. Recently, however, a breakthrough drug has been discovered that mimics the effects of gastric bypass in the sense that it practically reduces the size of the stomach without the risks and dangers of surgery and the potential for complications from the gastric bypass procedure. This new drug has been found effective in small research studies to work with the body to reduce the amount of food eaten, rather than by limiting the absorption of food in the digestive tract. With the successes that have been seen in preliminary research, a grant was given to commission this study, which will examine on a far larger scale whether the relationships that were found in preliminary research will stand up when the drug is given to a much larger sample group.…
c. Product claims to target and turn off the receptor that holds your fat “hostage”.…
The first thing the readers will notice about the article is that author illustrates beliefs and general knowledge about diet pills to build logos for her argument. Melamed employs logical appeals to expose the fallacy about natural herbs to prove the negative side of diet pills. She states in her article that when consumers think of herbs, they automatically assume that…
a) After Peterson joined Biometra, he discovered that instead of reporting directly to Jenkins he was assigned to Jeff Hardy, vice president of planning and control for the peripheral vascular division. Hardy had no prior operating experience and had a tendency to avoid conflict. Also, Hardy did not support Peterson’s decisions like engaging support for the KOL’s or taking action against Andrews, who was unable to manage the production issues in Costa Rica. Hardy was relatively disengaged in thinking through the big issues and as a result, was unable to offer Peterson any advice or guidance that was helpful or any clear direction for way forward. Now, a new VP and Group-VP were appointed in the crucial stages of product launch that could jeopardize the timely launch of the product. Due to lack of effective communication from the leadership, Peterson was not sure whom he would be reporting to which could mean further delays in getting approvals on his decisions.…
Search, print, weight loss drug information developed at The University of Alabama in Birmingham, table of contents…
The first of the three major issues were the early issues Peterson had encountered when he first began working at Biometra. The most significant of these concerns was the fact that Peterson did not have any experience dealing with new product launches and his boss didn’t have the leadership skills and knowledge needed to be able to offer assistance. Originally, Peterson was supposed to report directly to the VP of peripheral vascular devices, an employee that was an “extremely seasoned executive” with experience in product launches. Unfortunately, this changed rather quickly. The vice president and several other key Biometra managers departed fairly early into Peterson’s career at Biometra and he was promoted to acting general manager reporting directly to Jeff Hardy, the vice president of planning and control for the peripheral vascular division.…
marketing had to play a more active role in development of Mod IV. Since then she had watched…
In the launch of Metabical for the US market, several marketing decisions need to be made to bring a viable product into the market to maximize market penetration and gross margins over the PLC and to best serve the needs of the customers The players are • Health Care Professionals ◦ Will prescribe Metabical to their patients ◦ Can influence Insurance Companies, patients and the community, peers ◦ Decider, Influencer roles Customers - Buyer, User, Influencer roles ◦ Participants of market survey ◦ Consumers of Metabical. Can influence their peers and community in future stages of the PLC Marketing team - headed by Barbara - for managing the launch, and the PR campaign. Initiator, Decider, Influencer roles ◦ Sales Force will market to health care professionals. Push approach ◦ Advertising team will market direct to consumers. Pull approach ◦ Will follow the PLC and adjust the marketing mix along the way Health Insurance ◦ Potential future PR targets to lobby inclusion of the drug in their health plans. Decider, Buyer, Influencer roles Competition ◦ Their relative strengths and weaknesses are used to position Metabical to the target market segment with the best value proposition. Influencer role FDA ◦ Body of Authority that sets up CSP's exclusivity to the market for the prescription drug. Influencer role American Obesity Association ◦ Source of credible studies. Influencer role Media organzations ◦ Vehicles of PR campaign. Influencer role…
Case Study Metabical Introduction Cambridge Sciences Pharmaceuticals’ (CSP) is international health care company Focus on developing, manufacturing and marketing products that treat various deceases Want to enter the market for weight-control products in the US Sucessfully managed to develop Metabical, new revolutionary product for weight lost SWOT Analysis Strenghts First prescription drug Has Food and Drug Administration approval Good results in clinical trials and market research Revolutionary dual layer formulation Better characteristics than other products in the market Opportunities Potentially huge market Constant rise in the number of overweight and obese adults Substitute for other methods Additional health program development Weaknesses Potential side effects Effective mainly for individuals whose BMI is between 25 and 30 Has to be consumed with no breaks…
Healthcare providers since Metabical is a prescription drug and physicians are constantly seeking help for their patients to help them lose weight and keep it off for the long term in order to minimize the dangers of heart disease and diabetes, and the end users who are the patients.…
Kevin McDonnell, owner of BioMedical Research Ltd. (BMR) believed when he purchased the company that one of the product lines, Slendertone, could become a £100 million a year business by the year 2002. His strong belief in new product development as the “key to future growth,” led him in the journey to build a business based on this philosophy. Realizing that this ambitious goal would take more than product development and would also require a strong marketing plan, McDonnell placed faith in Brian O’Donohoe to build the marketing strategy that could cast Slendertone as a world-class brand. No doubt, BMR faced some challenges – identifying target markets, creating distribution channels, handling customer perception, as well as the norm, dealing with competitors and gaining market share.…
There are only several other weight-loss options in the market competing with Metabical. The first is prescription drugs. These are prescribed for use only by obese and severely obese individuals. This meant that only individuals with BMI of over 30 who were prescribed weight-loss drugs were using appetite suppressants and fat-absorbing blockers. They had serious side effects associated as well, which meant only a doctor could approve them. But these prescription-drug options did not account for the overweight segment with BMIs between 25 and 30 who were looking for weight-loss solutions as well. The second option was the over-the-counter weight-loss drugs. However, the only real over-the-counter weight-loss solution approved by the FDA was Alli. The problem with Alli, though, was that it had many negative side effects, with over 30 reports of liver damage. Other over-the-counter solutions were considered herbal or dietary supplements by the FDA so they were no regulated. The issue with these supplements was that they negative side affects were not discovered until after the product was widely in use. The last weight-loss option was using a diet plan, exercise plan, mealy replacement products, weight management support programs, or pre-portioned packaged food delivery services. Metabical, on the other hard, would be the first prescription drug approved specifically for overweight individuals. The current weight-loss options did not capitalize on such market so Metabical had a good opportunity to excel in. These were individuals who had hopes of losing about 10 to 30 pounds but did not need to prescribe to obese weight-loss solutions or commit to a diet/exercise plan.…
A weight loss supplement comes in different forms and prices, with uniqueness of effectiveness and blend of ingredients. The part which concerns the customers most is the price one, and everyone wants to get a cheaper but effective product. There are several brands, which claim to provide the best results with their product, but, they all are highly priced, so it is not easy for the customers to get their products without any financial investment, and they have to put all their money for only buying those products. But, when they use it, they do not get anything and all of their money becomes nothing but a waste. So, you have to be very careful while purchasing the product…
The improved sales of Prowess could be credited to Denise Washington, the brand manager responsible for cat foods at Nupath. Washington had joined Nupath less than two years ago as an assistant brand manager after leaving a similar job at a consumer products firm. She was one of the few women in marketing management at Nupath and had a promising career with the company. Ornath was pleased with Washington’s work and tried to let her know this in the annual performance reviews. He now had an excellent opportunity to reward her by offering the recently vacated position of market research coordinator. Although technically only a lateral research was not the route to top management in most organizations, Washington thought. She had been sidelined.…
It can be use as material for those who want to weight loss in a shorter period.…