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Positioning and Communications Strategy for a New Weight-Loss Drug Overweight Adults in the U.S. - Essay Example
Author : kemmeraliyah
Pages 12 (3012 words)
Name Instructor Course Date Positioning and Communications Strategy for a New Weight-Loss Drug Overweight Adults in the U.S. Introduction Cambridge Sciences Pharmaceuticals (CSP) defines an international health care institute that focuses on the development, manufacture, and marketing of medicines that aid in the treatment of immune deficiencies, gastrointestinal diseases, and metabolic disorders…
She was the company’s senior director of marketing. Her 20 years of experience in the industry as the marketing head of prescription drugs for the company helped it achieve these profitable heights (Friedhoff 45). In the recent past, she was responsible for leading six drug campaigns for the company’s most successful drug called Zimistat. Up-to-date the company has not had another successful drug in comparison to Zimistat. In this case, Barbara’s first order of business was developing a reliable positioning strategy and viable marketing communication strategy for the drug. In 2008, the company awaited patiently for FDA approval with plans of launching the product in the next year. Executive Summary Cambridge Sciences Pharmaceuticals (CSP) publicized a first of its kind prescription drug FDA approved drug tailored for moderately overweight individuals named Metabical. The company conducted trial on overweight participants who reached their expected weight loss goals in 12 weeks. Despite the delays in pricing, the company estimated the price of the drug as $3-$5 per day. The least treatment period covered 12 weeks. This report sheds light on the development of a reliable positioning strategy and viable marketing communication strategy for the company’s drug. ...