1. What is the decision making process for Metabical by potential customers? First, an overweight patient is eager to lose weight in order to be health or to eliminate discrimination. Next, when overweight people are awareness of the problem which is overweight, they may do more exercise or ask health care providers for help. Third, after doing research and consulting with health care providers, consumers are compares different and the easiest methods to reach his/her goal which is lose weight. Finally, the health care providers may recommend patients to take Metabical. After a couple of weeks, patients might lose weight, and evaluate how effective of Metabical is. Who is involved in the process?
Consumers who are overweight and health care providers like doctors.
2. How should Printup think about the segmentation of potential Metabical consumers? Who is the optimal target consumer, i.e., which segment should she choose for her focus. According to exhibit 1 and 2, there are many segments which Printup can consider. Printup can sort by age, income, gender, or education level. The most potential consumers are females who had college education because females care more about their appearance than men, and women who have college would afford to pay out of pocket for a prescription overweight pill.
3. How should CSP identify and employ the differential advantages that Metabical offers to position itself in the marketplace? CSP’s Metabical has several strengths. First, Metabical works in a low-dose formulation. Second, Metabical has fewer negative side effects. Third, Metabical is cheap and short course of treatment. Finally, CSP offers a comprehensive support program. Based on above advantages, CSP can position Metabical that is suitable for all overweigh patients who has BMI between 25-30 and income level between 25,000 and 40,000. What’s more, the patients’ ago between 25-30 tend to like celebrity, so a well-known celebrity is a good spokesman to attract those overweight females who like to follow their idols.
The Essay on Principles for implementing duty of care in health, social care or children’s and young people’s setting
1.2 All practitioners have a duty of care all the children the setting, this also includes the staff. A duty of care is where a practitioner has to take care of them and not let them get harmed in any way. This will involve the children attention, watching out for hazards and preventing mistakes or accidents. If a practitioner has not met the duty of care required then they can be held accountable ...
4. Given the positioning strategy you chose, what would be your communications strategy to each of your target audiences? Would you change the marketing budget or the IMC mix? If so, how? The main target audiences are both overweight patients and health care providers. For overweight patients, CSP should tell consumers that although losing weight is tough, we have a variety of supporting programs to help you achieve goal. On the other hand, for health care providers, CSP can emphasize that your goal is to help patients, so introduce Metabical, which is short-term grug therapy and well-developed support program, to your patients, letting your patients get rid of diseases and unhealthy eating habits.
Regarding to the budget, I think that CSP should allocate more budget on development of support program and online promotion because support program is a incentive for potential consumers to use Metabical, and Printup has little experience with social media so she needs to hire a expert to help promote Metabical on social networking site and contestant blogs.
5. What would the timeline sequencing for your communications plan look like?
1. Market research
2. Support program
3. Communication strategy includes DTC promotion
4. Public relation includes high profile medical events, and sale reps trainings
