SWOT ANALYSIS OF

METABICAL

WHAT IS SWOT ANALYSIS?

SWOT analysis is a strategic planning usually applied to evaluate the Strength, Weakness, Opportunities, and Threats of the business of Metabical which is widely used effective anti-obesity drug approved by FDA for the overweight individuals having BMR ranging between 25 to 30. It includes observing the internal and external marketing milieu.

Strength
1. 2. 3. Safe, secured and effective drug FDA Approved. Less harmful in comparison with the other products Minimum dose required Average course treatment lasts for 12 weeks. Mixture of Calosera and meditanan generated dramatic result for weight loss. Strong and Widespread marketing strategy Experience R&D and marketing team Assign considerable amount of money in the marketing budget.

Weakness
1. 2. Negative side effect, such as gastrointestinal discomfort. Properly not effective for the people with BMI>30

4. 5. 6.
7. 8. 9.

Opportunities
1. 2. 3. Widespread support program. Health care policies to include Metabical in their medical treatment and prescription drug program 65% of the adult population is considered as overweight, or severely obese. No medicinal instruction drug options for the overweight section (BMI 25-30) available in the year 2008 except drug Alli approved by FDA. Market research shows there is a high growth opportunity of this medicine due to wide acceptance by the people.

Threats
1. FDA imposed strict regulation due to the negative side-effect scenarios. Increasing herbal or dietary supplements. Misleading marketing claims.

2. 3.

4.

5.

TARGET MARKET FOR METABICAL

Specifically for the overweight people with BMI of 25 to 30.

The women with age ranging between 25-65. The women with household revenue between $50,000 - $80,000. The women along with college education and above. Concern with the health issues produced by overweight and vigorously trying to lose weight. Willing to alter current attitude and to live healthy lifestyle with healthy feeding habits.

FOCUS ON PATIENT AND HEALTHCARE PROVIDER

MARKETING COMMUNICATION STRATEGY

The marketing strategy of a Metabical needs to concentrate upon following targets:

The Healthcare Suppliers

The Consumers to whom the medication will be prescribed.

This communication strategy will also speak about the concerns of associated healthcare providers to whom the patient raises their claims for having problems after stopping medication and strategy will also include the continuous support program to provide solution. It is most essential that this marketing communication strategy will definitely have the proper timeline for each of the vital marketing activities which include the following steps: Advertising To build awareness, knowledge and image of the brand Promotion and Establishing Public Relationship Product Launch Sales Force such as organizing Road show sales Team upon Clinical Information Supporting Program

MARKETING COMMUNICATION ACTIVITIES

Advertising
Promotion and Establishing Public Relationship Product Launch

Sales Force

Supporting Program

ADVERTISING
Direct-to-Consumer (DTC) is a new sensation in advertising in recent drug industries since it brings together the instructions by the FDA during 1997.

In the very first year, Metabical industry needs to aggressively invest money on advertising events to DTC which will create knowledge about the product and awareness about the brand.
The idea of advertising by popular celebrity is a great idea and it will help to draw attention of more consumers and make eagerness to purchase Metabical. The advertising strategy Metabicals will also need to target related medical communities because they are the providers of healthcare. These advertising strategies targeting the healthcare providers will definitely have taglines which will be synopsis of about the Metabicals how it is effective to lose excess weight, short term drug therapy and long term solution of the problem.

PROMOTION AND PUBLIC RELATIONS

The overall budget for promotion and public relationship will include both the end customers as well as the healthcare providers. Approximately one-third of total budget for this campaign are generally being allotted for promotional campaign in first year. Prior to Metabical launch, leaflets along with reply cards have to be sent through email to all selected healthcare providers for providing a sample of the support program. These leaflets will have Metabical information.

After the pre-launch email campaign, the next important campaign where marketing and communication strategy should have to focus is viral marketing that will help to influence the global market.
On the product launch day different online contests can be planned where the contestants will be asked to compete to cite best ways of reducing BMIs at highest extent and how Metabicals contribute in this.

SALES FORCE
The Metabical sales team has to be consisted of number well trained sales representatives who service targeted medical offices. These sales teams have been suggested to provide product feature of Metabical to healthcare providers. For meeting up the objective of creating product knowledge and its benefits, the sales team provides clinical data and to organize for a visit to four medical offices per day for end up 3,200 medical offices which are present in their data base. CSP require to rise the number of their sales force team for covering up the other 100,000 healthcare providers which are still unexploited by them. This additional sales force team needs to be present all the investigations that they may accept after mailing of pamphlets and distributing sample to almost 100,000 healthcare providers.

CONTINUOUS SUPPORT PROGRAM

People are required to be educated about the better consequences of Metabical in place of other anti-obesity drugs. What lifestyle people can have once they achieve the initial benefit of the Metabical pill. Presentations of the sales force team such that they can convey profits of it to all healthcare providers

STRATEGY
Product strategy FDA approved Metabical as the first drug to be prescribed for people with overweight having BMI ranging between 25 and 30. Metabical has been tested and proved through clinical as a one of the best safest and effective drug to lose weight by 12 weeks. So while packaging it is required to build some strategy on number of pills in a packet.
Distribution strategy Since Metabical pills are prescribed drug it will be distributed in all conventional distribution channels like drug stores, specialty stores like pharmacy, healthcare providers and online shops.

Pricing strategy Like any products pricing is also one of the key factors to get success for Metabical. It is always recommended to compare the price with its closest competitors.

CONCLUSION
This communication strategy related marketing of Metabical should successfully create demand of Metabical drugs because this strategy is based on market research and market survey extensively and also clinically tested. Also since FDA approved Metabical as the only prescribed drug for weight loss it will attract a huge number of consumers and a uprising demand in near future.

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