Marketing > CASE STUDY > Metabical - Case Solution - University of Kentucky ACCOUNTING 490 (All)
Metabical - Case Solution - University of Kentucky ACCOUNTING 490
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Metabical: Positioning and Communications Strategy for a New Weight Loss Drug Metabical is a revolutionary weight loss drug, which Cambridge Sciences Pharmaceuticals expects to be finally approved... soon. Upon FDA approval, Metabical will be the only weight loss drug that is clinically proven to be effective for moderately obese individuals. Barbara Printup, the Senior Marketing Director for Cambridge Sciences Pharmaceuticals, is responsible for creating the positioning strategy and marketing communications plan in preparation for the introduction of Metabical. It is her task to carefully consider the decision-making process of consumers as well as the interaction between the health care provider who prescribes Metabical and the consumer who purchases Metabical. There is a high risk of spelling disaster, if Metabical is - despite promising medical studies and extensive research, poorly positioned in the highly competitive drug market for weight-loss solutions. Citation: Quelch, John A. and Heather Beckham. "Metabical: Positioning and Communications Strategy for a New Weight Loss Drug. HBS Brief Cases 4240, Jul 22, 2010. [Show More]
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