Basic Marketing Plan - Copy

Market Mar ket analys ana lysis is : By analyzing competition from market point of view rather than product point of view we will find that Healsec competing in whole the anti-secretory market not only the proton pump inhibitors market –  This market is extremely growing from year to year –  The whole market unit sales in 2009 accounts about 45 million units Distributed as follows 22 million units uni ts for H2 antagonists market 12.8 million units for antacids antacid s market 10 million units for PPIs market –

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–  The following chart shows the sales values of the three drug classes

that represent the whole anti-secretory market:

Understanding market needs:  The needs are for: – Drug that effectively suppresses acid secretions – Reasonable price as drugs may be prescribed for long period or coprescribed with other medications – Introduction of new names other than conventional names – High quality manufactured product in suitable packs to protect from light

Analyzin Anal yzing g Competiti Comp etition: on: Healsec competitors are all products that used to stop acid secretion or to relief symptoms of hyperacidity –  This category of products include: – Antac ntaciid prep prepar arat atiions ons – H2 blockers –

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proton pump inhibitors

Antacids: –

Antacid preparation shows constant sales rates during the past 5 years due to: their poor mechanism of action (they act locally by neutralization of existing acids in stomach) development of H2-blockers that took place instead of antacids in market  Their sales rates accounts about 12 million units Antacids sales comes from OTC rather than prescriptions Considered as first line therapy for pregnant women who experience Heartburn Antacids represent an opportunity to substitute with Healsec 10 mg Their prices are ranging from low to high prices like: •

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Maalox Plus (355 ml susp.)

22.00 LE

Aventis

Geveskon (120 ml susp.)

10.00 LE

El Debeiky

H2Blockers: H2 blockers represented by the following classes: Ranitidine ○ Famotidine ○ Nizatidine ○ Cimetidine ○ –  Their sales values are increasing –  Their success in market is due to their reasonable price and habitual prescriptions – H2 antagonists market represents an opportunity for PPIs to subsititute because of the advantages of PPIs over H2 antagonists –

Major disadvantages: a relatively short duration of action (compared with PPIs) incomplete inhibition of acid secretion in response to a meal, and the development of tolerance It is t not easy for H 2RAs to effectively heal the more severe forms of erosive esophagitis •

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 Their doses twice or more daily this entails cost and compliance considerations.

Servipep 40

Famotidine 40 mg

14 tab

15.00 LE

Peptic 20

Famotidine 20 mg

20 tab

15.00 LE

Zantac

Ranitidine 300 mg

20 tab

30.00 LE

Rani cap

Ranitidine 300 mg

20 tab

19.00 LE

Rantag 300

Ranitidine 300 mg

10 tab

15.00 LE

H2 Blockers Market Unit sales:

Ranitidine market: –

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Ranitidine sales often comes from OTC dispension rather than prescriptions Thus targeting the pharmaceutical segment with healsec 10 mg represents a major element to promote this concentration

Famotidine Market: –

Famotidine sales records often comes from prescriptions

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Thus targeting physicians who prescribe such anti-histaminic with 10 mg Healsec is an opportunity to promote this concentration

Famotidine containing products in Egypt:

Proton Pump Inhibitor Market :

 This market represented by 5 active constituents Omeprazole

1989

Lansoprazole

1995

Rabeprazole

1999

Pantoprazole

2000

Esomeprazole

2001

–  The last 3 years sales values shows that Omeprazole is the –

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predominant selling molecule among other PPIs Omeprazole since its introduction is the market leader among its peers Omeprazole represents 50% of units sales then comes Pantoprazole by 30% of unit sales

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This emphasizes the fact is that Omeprazole is well established and posses a great opportunity in the upcoming years

Market leader of the whole proton pump (Unit Sales 2009):

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5 drugs among the top 8 market leaders are Omeprazole containing drugs

Omeprazole Market: –

Market leaders in Omeprazole market 2009 unit sales:

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Omeprazole offered in 3 concentrations: 10 mg 20 mg 40 mg - The only two products in market that offer the full range of concentrations are: -Healsec -Risek

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Omeprazole 20 mg represents the major selling concentration due to: Majority of acid related disorders treated with 20 mg Omeprazole Large number of products containing the 20 mg concentration Omeprazole 40 mg represented by only three products in market: • •

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Gastroloc

10 Cap

21.00 LE

Sigma

Pepzol

14 Cap

31.50 LE

Hikma

Risek

14 Cap

60.00 LE

Julphar

Omeprazole 10 mg represented by four products:

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Omepak

7 Cap

12.00 LE

Sedico

Omez

14 Cap

9.00 LE

Pharonia

Healsec

14 Cap

10.00 LE

BORG

Risek

7 Cap

11.00 LE

Julphar

SWOT analysis: Strengths: – Healsec is the first PPI to be presented by an Egyptian pharm. company in the full range of concentrations – Prices of healsec are the most affordable among all other PPIs – Simple dosage – High quality Borg product – Healsec 10 mg establishment in market facilitates introduction of Healsec 20 and 40 mg – High reputation of Borg Pharmaceutical Company – Highly trained medical representative to promote the product – Skillful marketers and experienced managers Weaknesses: – Interference with some other drugs metabolism (ketoconazole and ampicillin esters) – No available studies for pregnancy – Dose adjustment required in case of hepatic patients Opportunities: – Omeprazole is the highest selling PPI among rivals – Omeprazole is well established active constituent in minds of  physicians – Proton Pump Inhibitors market is growing from year to year – Acid suppression market is not seasonally affected market – Decreasing GDP per capita and the recession status in Egypt

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Threats: – Unethical ways of promotion that predominates in the Egyptian pharmaceutical firm (eg deals with doctors) – Pharmaceutical market is always fluctuating and trends affect this market

Marketing Strategies and tactics: Marketing Objectives: Quantitative: –

Achieving 276760 units sales by the end of the year Distributed as follows: 84760 units of Healsec 10 mg (21190 units/month) 137140 units of Healsec 20 mg (34285 units/month) 54860 units of Healsec 40 mg (13715 units/month)

Qualitatative:

Establishment Healsec name in the PPI market and – Maintaining steady sustainable growth for Healsec – Managing the marketing resources to achieve marketing goals –

Marketing Tactics: 1- Relying on the trust of Omeprazole as PPIs

 Through emphasizing that Omeprazole is the BEST SELLING PPIs in the Egyptian market Omeprazole represents 50% of unit sales 2- Each concentration of Healsec will be competing with specific

classes of drugs for specific indications

Product Market Expansion: – Intensive growth (market penetration by the 10 mg conc) In this strategy Healsec 10 mg is directly competing with other Omeprazole 10 mg preparations and h2 blockers Healsec Marketing Plan

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– Diversificative growth (20 and 40 mg concentrations) In this strategy Healsec 20 mg competing with other 20 mg preparations and Healsec 40 mg is competing with other Omeprazole and Pantoprazole containing 20-40 mg

Target market:  The new three concentrations of Healsec intended to target three types of  market – Penetrated market: those who prescribe Healsec 10 mg – Potential market: those who prescribe PPIs – Available market: those who prescribe acid suppression agent (either H2-blockers or antacids)

Market Segmentation: 1. GIT specialty  This segment of physicians are very important and plays a vital role in promoting the 3 concentrations of Healsec  Their patients ranging from the acute GIT disorders to the most complicated ones  Thus these physicians are susceptible to prescribe all concentrations of  Healsec Also these physicians play the role of KOLs to other segments 2. IM specialty 3. GP specialty 4. Ortho specialty  These physicians are NSAIDs heavy prescribers so targeting this segment with healsec as a co-prescribed drug with NSAIDs to treat ulcers or to be used as a prophylactic agent 5. Pharmacies Pharmacists often dispense OTC medications for Heartburn and hyperacidity patients  This segment is targeted with Healsec 10 mg to be used as OTC medication in these cases

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Market Positioning: Healsec is positioned as  The optimum control from a to z  This means that all acid related disorders could be controlled with Healsec Every concentration of Healsec is positioned in specific indications and deal with specific competitors

Healsec Conc 10 mg

20 mg

Indications

Competitors

NSAIDs induced gastropathy

Omeprazole 10 mg preparations

Maintenance after treatment

H2 Blockers

Duodenal Ulcers

Omeprazole 10 mg preparations

GERD

Omeprazole 20 mg preparations

Erosive esophagitis NERD  Triple therapy of H. pylori 40 mg

Gastric Ulcers

Omeprazole 40 mg preparations

Dual therapy of H. pylori

Pantoprazole 20-40 mg preparations

Integrated marketing communication: –

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Integration of all marketing tools, approaches, and resources within the company to ensure delivery of same consistent message which results into maximum impact on physicians minds All medical reps must stick to the strategy written on this plan to ensure delivery of the same message

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Healsec C ore Competencies: – – –

Healsec is an Omeprazole which is the number one selling proton pump inhibitor in Egypt Healsec is a high quality product also presented in a jar with contains silica gel to protect from light Healsec is offered in very challenging prices ,they are the most affordable in the Egyptian market

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Dealing with competitors: Competitve advantages over competitors: Antacids: –

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Healsec directly inhibits the active acid pumps so significantly suppress acid production while antacids partially neutralize existing stomach acid. They do not decrease stomach acid production. Antacids don’t cure they only relief symptoms Antacids provides a fake “concept of healing relief” Prices of Healsec are much more economic than antacids

H2Blockers : Healsec shows superior advantages over H 2 blockers in this market due to Healsec works directly on active acid pumps to significantly inhibit acid production while H2 blockers block only one of the three pathways that affect acid production –  The efficacy of Healsec exceeds that of H 2 blockers –  The price of Healsec are more economic than those of H 2 blockers – Improved patient compliance as Healsec taken once daily in comparison to dual or triple doses of H2 Blockes –

Pantoprazole ,Lanzoprazole and R abeprazole : –

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Healsec is an Omeprazole containing product and Omeprazole represents the number one selling PPI in Egypt due to its superior efficacy and trust of physicians Healsec presented in high quality form packed in a jar with silica gel Prices Of Healsec are much more affordable than that of other PPIs

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Other Omeprazole Containing Preparations: – –

Healsec is a high quality product Prices of Healsec are much more affordable than that of other Omeprazole containing drugs

Marketing Mix: Product: Product detailing (Listed before) Indications and dosing: Concentration Indications

Dosing

40 mg

Gastric ulcers

Once daily 4-8 weeks

H. pylori dual therapy with one antibiotic

Once daily for 14 days

Duodenal ulcers

Once daily 4-8 weeks

Erosive esophagitis

Once daily 4-8 weeks

GERD

Once daily 4-8 weeks

H. pylori triple therapy with 2 antibiotic

Twice daily for 10 days

•

20 mg

10 mg

NSAIDs induced gastropathy Maintenance after treatment

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Packaging Healsec 10 mg in a jar contains 14 capsules Healsec 20 mg in a jar contains 14 capsules Healsec 40 mg in a jar contains 14 capsules

Price: Prices are varying according to concentrations : Healsec 10 mg = 10 L.E. Healsec 20 mg = 12 L.E Healsec 40 mg = 25 L.E. • • •

Place: Healsec will be distributed all over Egypt via major distribution channels: -Pharma Overseas

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-UCP -Ibn Sina laborex Promotion: Personal selling major promotional mix presenting the product via medical reps is the Sales promotions Free product samples Incentive promotions and bonuses Giveaways to facilitate promotion Public realtions:  Through AV actions conducted in hospitals and centers of  influence Sponsoring conferences Implementation and control: • •

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Launch Plan : Phase

Activities

Pre-Launch phase

Training for medical reps in all scientific offices Prepare of lists of 50 physician per medical rep among the following specialties GIT – IM - GP - Ortho Pharmacy campaign Visits for the 12 top prescribers to promote Healsec

Lau nch Pha se

1st weeks of  Mono-detailing call for the 50 physicians launch During this call each medical rep will deliver the unified message using brochure and leave 2 samples for each physician (Healsec 20 and 40 mg) AM Centers visits using block notes to promote Healsec 2nd week of  launch

Mono-detailing call for the 50 physicians During this call each medical rep will deliver the unified message using brochure Each medical rep will chose 30 physicians from his list to give them valuable giveaway (paper holder) and for the rest of 

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physicians he will give them Healsec 20 mg samples AM Centers visits using block notes to promote Healsec 3rd week - 4th week of  launch:

3rd call to the 50 physicians and distribution of Healsec 20 mg samples for each physician AM Centers visits Preparations of lists contain AM centers of influence to perform AV actions

5th week - 6th week of  launch

Reminding calls for the 50 physicians Distribution of 20 mg samples for 30 physicians and 40 mg samples for 20 physicians Conducting AV actions in the chosen centers Mono-detailing visit for the 50 physicians Conducting AV actions campaign

Feedback and controlling

Evaluation and feedback reporting Attached reports will be fulfilled and sent to marketing scientific office

Healsec Launch Feedback Report Medical Rep…………………………… Supervisor ……………………………… Area…………………………………….. Number of customers: Total Doctors GIT GP IM Ortho Others…….

Sales Values: Target Units

Total Sales Units

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UCP

Pharma

Others……

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Product market penetration grid: Major Indications Segment Healsec 10 mg

Healsec 20 mg

Healsec 40 mg

Comments and objections

GIT IM GP Ortho

Medical Representative Feedback: …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… ………

Healsec Launch Feedback Report Supervisor ……………………………… Area…………………………………….. Number of customers: Total Doctors GIT GP

IM

Ortho

Others…….

Sales Values:

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Target Units

Total Sales Units

UCP

Pharma

Product market penetration grid: Major Indications Segmen

t

Healsec 10 mg

Healsec 20 mg

Healsec 40 mg

Others……

Comments and objections

GIT IM GP Ortho

Supervisor Feedback: …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… ………

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