Marketing plan and Commercialization

Ms. H. Gwani

Ms. S. Jain

Ms. V. Varkey

Mr. A. Awosusi

Mr. D. Igwe

Mr. P. Waghmare

SaphvidTM

in early detection of Pre- eclampsia

G7 Diagnostics

Headquarters: United Kingdom

Area of expertise: Early detection of Pre- eclampsia

Latest product: SaphvidTM

Foundations:

• Strong R&D base in early detection of Pre-eclampsia

• Filed patent

Scope of improvements:

• Diversification

• Global expansion

April 10, 2023

April 10, 2023

PURPOSE OF TODAY’S MEETING

… To outline the company’s marketing plans intended not

only to ensure sales but also to create an incredible positive

perspective of our product on the minds of both our direct

customers (obstetricians and midwives) and the end-

users(pregnant women) of the technology…

April 10, 2023

G7 Diagnostics

Mission:

To provide innovative point of care diagnostic products for early

detection of pre-eclampsia in pregnant women

Vision:

To become a global, leading and reliable provider of ‘pre-eclampsia

detection’ diagnostic devices

April 10, 2023

Product: SaphvidTM

Strip: SaphvidTM

Intended Use: Early detection of Pre-eclampsia

Device Used: Triage Meter

Need of the hour:

• No effective diagnostic method available

SaphvidTM

Strip wrapped in foil to keep out moisture

25 packs

Instruction manual

April 10, 2023

Agenda: Marketing Plan

Analysis:

• Market • Macro Environment• Micro Environment• Consumer Analysis

Features of SaphvidTM

G7 Marketing Strategy

Overview: Marketing plan

Positioning, Strategies & tactics

Market expansion

Execution & timeline budget

Conclusion

April 10, 2023

Market analysis:

World Health Report (2005):

• Eclampsia causes 12% maternal deaths per year.

National Statistics (UK,2009):

• Incidence of eclampsia is found to be 4.9/10000 births per year

• Out of 400/ 730,000 cases of eclampsia per birth

April 10, 2023

Source: http://www.cureresearch.com/p/preeclampsia/stats-country.htm

Market analysis:

Analysis: Macro- Environment

•Regulatory laws and legislation for the device

•Government involvement in the health car

Political

•Cost of the product and increasing incidence rate of Pre-eclampsia

•Lower taxation rate for the R&D companies from 2013

Economic

•Increasing birth rate

•Awareness amongst public

Social

•E-commerce

•Improvement in automated technology (process improvement)

Technology

•Policies for environmental friendly process

Environmental

•Patent related work

Legal

April 10, 2023

Analysis: Micro Environment

Threat of new competitors • Tax incentives for R&D (Grant

Thornton, 2010)

• Patents and proprietary knowledge

Competitive rivalry• Increasing research on

Preeclampsia

• Superior technology (Saphvid

)

Threat of substitute products/ services• Trade-off

• Alternate POC test for Pre-eclampsia

Buyer power• Proven results, superior

technology

• Critical need for an effective diagnosis

Supplier power• Supplier concentration

• Patent held by supplier

April 10, 2023

COMPANY PRODUCT(s)

Roche Diagnostics Point of Care Products POC for acute coronary syndrome (ACS) and deep vein thrombosis/pulmonary embolism (DVT/PE).

Point-of-care blood gas systemsInverness Medical Innovations Pregnancy/Ovulation 

Sexually Transmitted Diseases (STD)

Infectious Disease

Respiratory Disease  

Gastrointestinal Disease

Coagulation/CardiacAbbot Laboratories  i-STAT® System diagnostic and data management

products for rapid blood analysis

Summit Doppler Systems Ultrasound Doppler systems used to detect fetal heartbeat (Preeclampsia)

Alere™ Triage Test strip for preeclampsia detection.

Competitors:

Analysis: Customer

Target customer:

• General Practitioner• Gynecologist• Obstetrician• Mid wife

End User/ Consumer:

• Pregnant women

Expectations:• Precision• Accuracy• Ease of operation

Expectations:

• Time taken• Safe and

effective

April 10, 2023

G7 Marketing Strategy

Overview: Marketing plan

A. Research target audience

B. Define clinical utility

C. Assemble clinical advisory

boardD. Validation study

-Value proposition

-Positioning & Key messages

-Public & professional relations-Clinical meetings & publications-Reimbursement, pricing & distribution-Sales promotion, advertising & Internet

1. Research & recommendations

4. Execution timeline & Budget

(Commercialization)

3. Strategies & tactics

2. Objective and target audience

April 10, 2023

Value proposition (USP)

Reliability and accuracy

Amount of sample: 200µL

Ease of operation: guided by instruction manual

Time taken- quick results: 15 minutes

Point of care

Objective and target audience

Product

Class of device: Annex II B

Physician specialty: Gynecologist, Obstetrician

Clinical Utility: early detection of pre-eclampsia

Reimbursement

Price

Manufacturing Cost: GBP 20

Selling price: GBP 40

Place

Manufacturer – G7 Diagnostic Store – NHS- Hospital Central Store – Doctors/Midwives – Patients (Pregnant Women)

Promotion

Clinical meetings, Women Health Magazines, Clinical

Journals, Medical Representatives

Objective and target audience (positioning)

Press release (clinical trials of product)

Publication in Journals

Public & professional relations (contacting doctors, explaining the product technology)

Clinical meetings, symposiums

Sales promotion and advertising

Strategies & tactics

Press Release

NHS, NICE

Obstetricians

Consumer

• Press Release• Facts about pre-eclampsia• Prevent premature birth• Novel technology

• MR meting the doctors: USP • Conference/ workshops• Medical Journals• Interviewing the specialists

• Campaign to create awareness about Pre-eclampsia

• Articles in Magazines

UK Market:Market expansion

Clinical trials Press release NHSNICE

Doctors (specialist)

G7 Medical representatives

Clinical journals

Mid wives

Pregnant ladies

Clinical conferences

Magazine articles

Campaign awareness

Other doctors

Influence of Elements

NHS: National Health Service, NICE: National Institute for Health and Clinical Excellence

International

Distributors•Identify•Regulations in specific

country

Strategic Alliances•Contract•Agreement for 20 % of

sales

Sales & Marketing•Sales Strength of

distributors•Contacts

International Marketing

Market expansion

Specific Diagnostics (P) Ltd (ISO 9001:2000).• A-173, II nd Floor, Shyam Villa, Shubash Nagar, Jaipur

302016 Rajasthan ( INDIA)• info@specificdiagnostics.com

Synapse Biotech Ltd• Enugu, Enugu state,

Nigeria, West Africa • synapsebiotech@yahoo.com

Runbio Biotech Co.,Ltd.• Rongsheng Technological

Zone,Univ.Rd.Shantou,Guangdong,ChinaZip Code: 515063

Future Global distribution of SaphvidTM

ACTIVITY DURATION

Press release 20

Clinical Journal 25

Medical Representatives 30

Clinical Conferences 5

Magazine Articles 25

Camapaigns Awarness 25

NHS Approval 30

Indentify international Distributor30

Regulations Approval 10

Distributor Agreement 30 (after approval from international regulatory bodies)

Distributor Contract 30 (after approval from international regulatory bodies)

Month 11 Month 12Month 6 Month 7 Month 8 Month 9 Month 10Month 1 Month 2 Month 3 Month 4 Month 5

Marketing Gantt Chart: Commercialization

MARKETING COSTSActivity Budget GBP

Press release 300

Clinical journals 200

Clinical conference 9300

Press conference 6000

Campaigns 17000

Magazine article 200

Salary 120,000

Total 153,000

April 10, 2023

Conclusion:

•Analysis of the environment has led G7 Diagnostics to:

• Identify target customers

• Build a robust marketing plan based on competent strengths

• Market expansion

• Associated marketing cost

THANK YOU!