Metabical Report

MK501E

INTERNATIONAL CONSUMER

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BEHAVIOUR

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CASE STUDY N°1

I. Introduction

Cambridge Sciences Pharmaceuticals (CSP) is an international health care company that focus on developing, manufacturing, and marketing products that treat metabolic disorders, gastrointestinal diseases, imm une deficiencies, and other chronic and acute medical conditions. The company captured over $25 billion in sales in 2007.

CSP created Metabical, what would be the first prescription drug approved by the FDA specifically for overweight individuals (those with a BMI of 25 to 30). Its compounds produce dramatic weight loss for overweight individuals. It works on a low-dose formulation, therefore reducing damages to heart and liver functions. Negative effects of the drug occurred when taken while consuming high levels of calories and fat.

Metabical is intended to be taken during a 12-week treatment. The estimated retail price for the drug would be approximately $3 to $5 per day, so that would sum up to $1,800. Many health care insurance companies don’t cover weight-loss drugs in their plans.

Direct competition includes over-the-counter (OTC) drug Alli (a reduced-strength version of the prescription drug Xenical), approved by the FDA for weight-loss use. There are a number of liver damage reports of people who have been taking Alli and Xenical being currently investigated by the FDA.

Because of its recommended intake treatment, Metabical helps with behavior modification and healthier eating habits. In order to take maximum advantage of this, its planned to create a comprehensive support program for patients. This would enable them not only to lose weight, but to learn and achieve a new lifestyle based on habits changes. This program wasn’t included in the trial testing. It is believed, however, that it will efficiently enhance the product advantages.

II. Problem...