Positioning and Communication

A giving proportion of over tilt people have been trying to fall behind their burthen in every possible way. However, not every commence was successful. Due to that, the pharmaceutical industry has been developing and testing a large variety of medicines that are specifically do to help people with incubusing issues. One of the newest drugs on the market is Metabical, a prescription drug develop by Cambridge Sciences Pharmaceuticals (CSP). Based on the results from clinical trials, Metabical has been proven military groupive for heaviness loss of fat people.The question is how willMetabicalbe introduced to the market? PULL MARKETING The important idea was to advertise Metabical directly to consumers in order to increase the consciousness of the product. This strategy was based on pull marketing where the purpose was to commit the customers and make them approach the supplier or seller tlrst It is not an self-assertive way ot marketing in comparison to push marketing wher e a seller calls potential customers on the telephone asking whether they would like to grease ones palms a product they might not actually need.In 1997, the Food and Drugs cheek (FDA) has reduced restrictions on direct-to-consumer-advertising concerning drugs. Therefore, the effect of the pull marketing was tremendously positive for the pharmaceutical industry. (Buckley 2003). It is also visible in a study made by Prevention magazine, where doctors whose patients came and asked for a medicine that they had previously seen beingness advertised, had the inclination to prescribe that same brand of medicine (even though they had different alternatives in mind). Following pull marketing, the strategy included advertisements on the internet, television and radio.Moreover, gull media was being distributed at the same time as the drug was being launched. This distributionwas continued in the same manner throughoutthe first year of the reason in order to maintain the brand awareness o n a high level. After the initial advertisement strategy, additional 100 000 wellness mission pamphlets were distributed. These pamphletscontained a reply card which, if sent, would provide the sender with a sample of the product. The goal behind this campaign was to show the potential customers that Metabical is fitted for people belonging to the BMI range of 25-30.Body Mass index (BMI) is the most vernacular index used for comparing weight and height. The calculations resents whether the weight is appropriate for the persons height. If the weight is not appropriate,the person can fall in the chemical group of overweight or underfed (Tim J Cole 2000). As mentioned in the article, an abundanceof weight loss pills were made for obese or severely obese people. However, the group of people with the BMI ranging from 25-30 were not suitable for these pillswhich, consequently, did not have any effect on their weight loss.Additionally, CPS has genuine a support class which will not o nly help in weight diminution but also help maintaining the healthy lifestyle. One of their key concepts in the campaign was Losing weight is tough. You dont have to do it alone. Let Metabical and your health care provider start you on the road to a healthy weight and better life. Regarding the support programme, Printup has developed an online bout to attract more customers to debauch theproduct and participate in the contest to win a prize. In this contest each user can Join in and compete with other users in reducing BMIs by the highest percentage.Not only Printup was making advertisements for consumers, she also developed a strategy to target medical community where advertisements were placed on online edical websites and also printed out in well-known medical Journals. Several events were form especially for medical experts prior to the product launch, one of which was a round table discussion. In order to spread the word of the discussion, coverage of this event was th rough with(p) by leading news organizations.