Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug

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Communications strategy

According to our research, we found that female with higher income and education who would willing to pay for the drug to lose weight would be optimal target consumer. The main reasons why they want to lose weight is looking better and healthier. Therefore, for the people who want to look better, we will show the difference between use the Metabical before and after. We will provide the data of our clinical trials and also show some photos comparing the same person use Metabical before and after to emphasize the effects of Metabical. For the person who want to keep heathy, we will show them the healthy risks caused by overweight by using data or photos from factual cases.

In addition, health care provider plays an importance role to the end-consumer, so, we need to communicate with health care provider too. We will show them our experiment, the data, the component of Metabical and tell them we have the approval from FDA.

We will not change the marketing budget, but lay more emphasis on advertising to build the brand image and building the relationship with health care provider as soon as possible. In our communications plan, we will advertise 3 months before Metabical going to the market. We hope consumers can pay attention first. And building the relationships with health care providers, let them know the advantages of Metabical, so, they can promote to their clients. Owing to these, consumers will be curious about Metabical before it going to the market.