This Case is about PRODUCT DEVELOPMENT

PUBLICATION DATE: July 22, 2010 PRODUCT #: 4240-HCB-ENG

When students have the English-language PDF of this Brief Case in a coursepack, they will additionally have the option to purchase an audio version. Cambridge Sciences Pharmaceuticals (CSP) anticipates final acceptance for its ground-breaking weight loss drug, Metabical. Senior Advertising Manager for CSP, Barbara Printup, must develop marketing communications plan and the placement strategy in preparation for the start of the novel drug.

Printup must consider the consumer decision making procedure and the interaction between the consumer who buys the health care provider who prescribes the drugs and the medicine. Despite consumer research and assuring medical studies, poor placement of the drug in the highly competitive marketplace for weight loss remedies could spell upheaval. Pupils contemplate the best placement strategy and marketing communications plan and examine market research data.

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