According to a June 2010 study from the National Center for Health Statistics, 73.7% of Americans over age 20 have a BMI of 25 or greater, which classifies them as overweight. With such a staggering percentage of overweight Americans, the diet market in the United States has grown to nearly $60 billion. But what defines the overweight American market segment? How do they shop? How does the media portray them? What do they look for in an ad and a product? How can they be micro-targeted so that your product or service designed to provide them with a healthier life reaches the intended audience in the most effective way possible?
The MDPA Conference on Marketing to The Overweight American is designed for marketers of products or services such as drugs, devices, diets, supplements, meal replacements, and services designed to help overweight Americans lose weight and improve their quality of life. This conference will feature best in class speakers as well as case studies, market analyses, behavioral research, and regulatory discussions designed to make sure your weight loss products and services are marketed in the most effective fashion to the consumers who are most in need of their benefits. This conference is a great way for anyone in the weight loss industry to immediately improve the ROI of their weight loss product by better understanding the target market of the overweight American as well as benchmark against best practices from other products in your industry and viable substitute products for your target consumer in other industries. The different issues that will be addressed at this event include:
- What is the economic potential of the market targeting the overweight American?
- What is the profile of the Overweight American?
- How does the overweight American like to see products marketed to them?
- What is the future of the weight loss market in terms of trends, demographics, new products, and new opportunities?
- How does government oversight control how you can and cannot market your products to consumers?
We will also look deeper with case studies and specific industry analysis of the following industries and media segments:
OTC/DTC/medical devices: examinations and case studies of the weight loss drugs and devices currently on the market, the market potential for these products, and future products in the pipeline and for sale abroad
Nutritional supplements/meal replacements: what is being marketed for people that are dieting on their own, how have non-FDA-approved supplements been successful in their sales, examples of successful strategies for meal replacements and nutritional supplements to compete with and partner with competitors in the diet categories
Diets: case studies of the best techniques for diet products and diets that include dieting strategies and group support, bench marking of the most successful diet programs and how to learn from their positioning
Television marketing/portrayals of overweight Americans: how are the overweight portrayed on television, why have shows about weight loss been so successful, and what marketing and product placement opportunities this provides to weight loss products
Print/outdoor marketing/portrayals of overweight Americans: how are overweight people portrayed in print advertising, how are products targeted to the overweight in print, and how does the overweight segment of the population utilize print media and what opportunities does this provide
Digital marketing/social marketing: how do the overweight search on the web, what the keywords they utilize for finding weight loss and diet products, where do they go for product reviews and referrals, how do the overweight shop online, how do they use social media and how is social media used for weight loss programs, what mobile applications are used by the overweight and can help build awareness and compliance with diets and weight loss products
The MDPA Conference on Marketing to the Overweight American will bring together all the different facets of marketing to this consumer and allow marketers to share ideas, learn the latest market research, network with industry colleagues, improve ROI, and explore beneficial partnership opportunities with vendors. We are confident this event will become a regular part of your calendar and a must attend for any company in or related to the $60 billion weight loss industry to immediately improve their bottom line. More information can be found at www.mdpaconference.com or by contacting Scott Ehrlich, VP, MDPA, at scott@dtcperspectives.com.