Unit 2 Case Study Health And Social Care

2- The optimal target consumers, as stated in the case, are “(1) end-consumers (patients) and (2) healthcare providers who would prescribe the medication” (HBR). Based on the case, Printup’s initial and acceptable approach is “to analyze psychographic segmentation of overweight individuals” (HBR). In using this area of segmentation, she is focusing deeper on the underlying issue of why people are in need/want for a solution. This allows a better approach to take in marketing and appealing to the overweight-affected group. Interestingly enough, the impact of overweight on the female gender and the findings on the classification of the five presented profiles coincides with understanding behavior through Maslow’s Hierarchy of Needs, as discussed

during class lectures. Most of the profiles presented dealt with a person’s internal issues such as acceptance and self-esteem, while some dealt with health and wellbeing. This is critical information as it gives CSP more tools to address such issues among the majority, women, but not limited to men. A possible example in marketing could be the use of an ambassador a prominent and role model female to speak on such issues and share her personal story of overweight. This appeals to the ethos and pathos of the targeted and potential consumer. Another factor discussed from the findings was the role that education plays in groups of persons who are overweight. Printup, in the case study, emphasized the need for CSP’s market strategy team to educate consumers of the product. This tactic allows the consumer to play an active role and a sense of accomplishment in fulfilling his/her goal through the medication. This approach increases credibility and creates platform for CSP for future products after generics enter the market.
Healthcare providers are the bridge for the success of the product; therefore, CSP needs to emphasize the underlying issue of the pursuit to lose weight, whether it is by choice or for health reasons. Ways that can make the case for Metabical more pressing among health care providers can also be correlated to mental disorders caused by the distress and/or social and personal acceptance of overweight for an individual. After Metabical can provide significant quantitative results it can also be seen as a call to action in addressing other medical complications causing overweight or caused by overweight.