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Transcript of Problem/Opportunity Metabical
Cambridge Sciences Pharmaceuticals (CSP) has developed Metabical, the first FDA-approved weight loss drug targeting overweight individuals with a BMI≤30. Marketing director, Barbara Printup, is tasked with creating a successful forecasting, pricing, and packaging strategy that will yield a minimum of 5% ROI in the first 5 years Metabical goes on the market.
Overweight & Obesity
Body Mass Index (BMI)
Who is overweight?
Who is obese?
Current Solutions In The Market Today
Packaging & Pricing
What offering of price and packaging will yield desired results?
Additional costs to consider:
$23 million marketing
$400 million R&D
Not covered by insurance
Unit sales at the end of year 5?
The next generation safe weight loss drug
Rollin' In The $$$?
The Right Mix
$400 Million R&D
$23 Million Marketing Budget
10 Years of Developement
How should CSP package their product?
How much should CSP charge for the drug?
4 week supply?
12 week supply?
What are CSP's competitors doing?
People within BMI range 25-30, actively trying to lose weight & comfortable with weight loss drug.
10%(30% by 5yr)
People within BMI range 25-30, who would immediately go to healthcare provider for Metabical.
Educated Females, 35-65 of age with BMIs between 25 and 30.
High blood pressure
Type II Diabetes
Increase risk of death
2008: 65% of U.S. Adults
(Population 230 Million)
Cost of Obesity (AHA Report)
Points of Difference
Medical Community Endorsement
Fewer side affects
Once a day
Dual layered controlled release
Actively trying to lose weight
Comfortable with using drugs to lose weight
Predominately females 35-65, college educated
Wanting to lose 10-30lbs
4 week supply
Goes shopping for a jet
Sets legacy for CSP and many more profitable years with 5 years left on patent
Rises to stardom in marketing world
Becomes CMO for healthcare.gov
History of CSP
Over $25 Billion
$3.74 billion Market
Serious side affects
BMI ≥ 30
Prescription weight-loss drugs
Over-the-counter (OTC) remedies
Potential side effects unknown
Lack of stringent testing by FDA
High profile example
Weight management support
Pre-portioned packaged food delivery