Metabical Essay

296 Words2 Pages
Overview of Metabical Cambridge Sciences Pharmaceuticals’ (CSP) latest prescription drug, Metabical, was in the final stages of receiving FDA approval. This revolutionary drug, claims CSP’s CMO, Bernard Long, would be the first and only prescription drug to receive FDA approval to meet the needs of individuals who wish to loose between 10 to 30 pounds of weight without facing the risks of any major side effects. The senior director of marketing, Barbara Printup, was responsible for managing the upcoming launch of this drug in the United States. She is currently trying to figure out the pricing, packaging and demand forecast for this new drug as part of the launch strategy. The pricing and packaging strategy was especially important to Printup since, unlike other drugs in CSP’s portfolio, health insurance providers would not be covering the costs for Metabical for the end-users due to the exclusion of anti-obesity drugs. Packaging strategy Due to the exclusion of anti-obesity drugs from health insurance coverage, the packaging of Metabical needed to be strategic such that the maximum percentage of CSP’s target market would be able to afford the drug. Ideally, Printup would like to package the drug for a period of 12 weeks since FDA testing showed that the maximum effectiveness of Metabical was observed by the majority of the users within that time-frame. Thereafter, the weight loss realized by the drug was very minimal. In light of both of these facts, I feel that Printup should proceed with a 4 week packaging. This would greatly increase the affordability of the drug and simultaneously ensure that the user does not have to get too many refills, which might lead to the user dropping off from the medication and not realizing the full benefits of

More about Metabical Essay

Open Document