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Brand Plan for the launch of Brand-X (Clopidogrel 75mg)
Satyajit Hui
Bangalore
MAT (Moving Annual Total) India figure (Nov-13 to Oct-14)
Angioplasty drugs Value (Cr) MS% CAGR%
1 Anti-platelets 584 100 13
2 Clopidogrel 198 34 -3
3 Clopidogrel+ASA 102 22 4
4 Clop+ASA+Atorvastatin 82 14 22
5 Clopidogrel+Atorvastatin 66 11 48
1 Clopilet 46 23 -3
2 Clopitab 30 15 4
3 Deplatt 28 14 1
4 Clavix 21 11 0
5 Clopivas 15 8 23
6 Ceruvin 13 7 0
7 Plavix 9.2 5 328
Clopilet Clopitab Deplatt Clavix
Clopivas Ceruvin Plavix
Clopidogrel
Clopidogrel+ASA
Clop+ASA+Atorvastatin
Clopidogrel+Atorvastatin
Rankings
198 Cr
No. 1 Brand
Present market of Clopidogrel (alone) in India
Market Forecast: • Anti-platelets market is
growing by 13% CAGR.• Clopidogrel standalone
market is showing marginally negative growth.
• Growth expected to be driven by clopidogrel +ASA+Atorvastatin combo or clopidogrel +atorvastatin.
• Even there is a scope of clopidogrel 300mg, which used as loading dose during angioplasty.
Total anti-platelet Market:INR 584 CrGrowing at11% CAGR
Clopidogrel standalone: INR 198 Cr 34% market share-3% CAGR
Rx trend: There are 24000 total prescriber’sPrescribed 3,52,263 prescriptions per month.
Scope of Market
Company name & reputation in Pharmamarket, and amongst Doctors.
Proven Expertise in complete cardiology basket!
Quality of formulation
Attractive Packaging
Competitiveness
Formulation similar to that of key competitors.
There are 54 brands in the market.
Double the cost of per day therapy compare to other generics.
Increasing rate of angioplasty in India.
Increasing more no. of cardiology patients because of changing life style.
Entering into this segment can open the opportunity for clopid+ASA or clop+atorva or clop+ASA+atrova combo where market is growing much stronger rate
Strong competition posed by the big existing players such as Clopilet, Clopitab etc.
Brilanta (Astra), Ticagrelor is the biggest threat for clopidogrel.
Standalone clopidogrel market is not growing
Govt. of India may come with more price cut for essential product like clopidogrel (DPCO)
SWOT
SWOT Analysis
Pre-launch strategy in Bangalore market
Institute Pri PCI Sec PCI ACS Pat Cath lab Imp Drs
Jayadeva 150 600 2500 4 C N Manjunath
NH grp 100 500 1600 6 Mahalla, Pradeep S, Kannan, Nausad A
Fortis grp 100 120 500 4 Kesav, Gopi, Srikanth, Venkatesh, Vivek J
Vikram 5 45 175 1 Ranganath N, Sunil D, Padma K, Charith
Mallya 5 60 300 1 V K Srinivas
Manipal grp 15 75 350 3 Subhash C, Anand S, SS Iyanger
St Johns 5 20 350 1 Kiran V, Santhosh H
Columbia 5 20 200 1 Prabhakar S, Karthik V
Satya sai 25 200 1000 2 Baruah, P K Dash
Vydehi 5 20 250 1 Vijay Kumar
Trinity 30 70 300 1 B G Murlidhar
Ramaiah 25 75 700 2 VSP, Nagamallesh
Panacea 3 17 100 1 Mahantesh, Srinivas S, Bangaru
Mys-Vikram 5 35 150 1 C V kesavmurthy, Rajgopal, Jaikumar
Mys-Jayadeva 10 40 250 1 Sadanand, V Kesavmurthy
488 1897 8725 25
Pre-launch strategy in Bangalore market
Target Customers
IC-PCI IC-MM CC-MM Neuro- Stroke Vas-PAD
101 95 340 32 20
Customers
Segmentation
Targeting Engagement Positioning
Tier-1 Top ICs Price InsensitiveKOL engagement
-Generic/Tica to Brand-X -Start from angioplasty including loading dose
Tier-2 Mid ICs Price sensitiveRTMs, engagement
Generic to Brand-X
Tier-3 MMPrefer high/low priced generics
Group activities Generic to Brand-X
Tier-4 CC/CPs Low price generic Only calls Not to target
Tier-5 Neuro Price Insensitive Dept. meet Selectively
Tier-6 Vascular Price Insensitive Dept. meet Selectively
During the launch- Strategy
New product performance depends on…. Success
of New
product
Our capabilities Doctor level
Pharmacy level Competition
•Volume (Call avg)•Focus (Frequency)•Value (In-chamber)
•Availability•Margin•Substitution
•Treatment algorithm•KOL development•Engagement Plan
•Activity•Engagements•Conversion
Treasure cards 1,2 3
Launch to the doctor, prior appointment, some activity during launch
Launch with group activity
Frequent reminder calls, What’s app/ reminder message/ email s
Launch with specialized inputs
Focus on brand awareness, reminder, engagement, fulfilling customers academic needs
Short call: Interview, demo & closing
Long call: Opening, Interview, demo, validation & closing
Regular follow up, Prescription watch
RTMs: With referral doctors
Campaign: World heart, Doctors day, Women’s day etc.
Low budget targeted dept meet (cardio, cath lab juniors drs, neuro, vascular etc.)
Keeping samples in Ambulance
Sampling (selective bases)
Keeping samples to emergency dept, because all treatments start there
Keeping bulk samples to CCU/cath labs- to initiate Brand-X on day-1 & to form protocol
Post Launch strategy Initiative to ensure proper Execution
KOL/ KBL engagement program
Activity type No. Budget Total ExpApprox
datePurpose
1ICS 2/Year 50000 100000 Apr, Sep
Brand awareness & brand building
2 Dept Meet 3/FF/Year 10000 300000 1 in cycle Brand association
3 RTMs 4/FF/Year 8000 320000 Qtrly one Brand building
4CCI Journal
5/FF Monthly
6000 300000 Monthly Brand value
5Partnership
Prog5/FF/Year 200000 SOS
Brand loyalty, custsatisfaction
1220000
Strategy for Hospital pharmacy, specialty chemist
Institute No. of angio Potential
Jayadeva 750 3500
NH 600 2500
Ramaiah 100 1750
Fortis grp 200 1500
Manipal grp 100 1000
Chain of pharmacy: No of counter Per month sales
Medplus Over 300 10000
Apollo Over 175 5000
Trust 35 1000
Others 50 2000
To do something or to give some special rate over these counters
Suppose in Bangalore city
there are 10 people working
Secondary sales planning for 2015
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Yearly
To reach 2000 strips 1st Qtr To reach 5000 strips 2nd Qtr To reach 9000 stp/m 3rd Qtr To reach 14000 stp/m 4th Qtr
1st qtr (35 new pat/FF) Total 2nd qtr (39 pat/FF) Total 3rd qtr (48 pat/FF) Total 4th qtr (50 pat/FF) Total
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
No. of NEW patient acquisition per month
100 110 120 330 120 130 140 390 150 160 165 475 160 170 175 505 1700
One pat= 3 strips/ month & old pat are continuing
300 630 990 1920 1350 1740 2160 5250 2610 3090 3585 9285 4065 4575 5100 13740 30195
Value wise (per strips 10 tab*Rs.
20) = 200
60000 126000 198000 384000 270000 348000 432000 1050000 522000 618000 717000 1857000 813000 915000 1020000 2748000 6039000
Business Plan for 2015
In the year 2015 we are planning to reach 60L, means 5L/Month, means 50K/FF/MonthTo achieve the plan monthly we need to acquire 100-175 patients for the year1st month acquired patients will continue for next 12 month (minimum)
Suppose in Bangalore city
there are 10 people working
Secondary sales planning for 20161st Qtr 2nd Qtr 3rd Qtr 4th Qtr Yearly
To reach 2500 strips 1st Qtr To reach 7000 strips 2nd Qtr To reach 12000 stp/m 3rd Qtr To reach 18000 stp/m 4th Qtr
1st qtr (43 new pat/FF)
Total 2nd qtr (50 pat/FF) Total 3rd qtr (61 pat/FF) Total 4th qtr (67 pat/FF) Total
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
No. of NEW patient acquisition per month
130 143 156 429 156 169 182 507 195 208 214.5 617.5 220 225 230 675 2228.5
One pat= 3 strips/ month & old pat are continuing
390 819 1287 2496 1755 2262 2808 6825 3393 4017 4660.5 12070.5 5320.5 5995.5 6685.5 18001.5 39393
Value wise (per strips 10
tab*Rs. 20) = 200
78000 163800 257400 499200 351000 452400 561600 1365000 678600 803400 932100 2414100 1064100 1199100 1337100 3600300 7878600
Business Plan for 2016
In 2nd year we have targeted 32% growth over 2015Therefore our target to reach 78L (calculated on MRP)I have not calculated old patients of last year those are continuing for minimum 1 year
Suppose in Bangalore city
there are 10 people working
Secondary sales planning for 20171st Qtr 2nd Qtr 3rd Qtr 4th Qtr Yearly
To reach 3000 strips 1st Qtr To reach 9000 strips 2nd Qtr To reach 15500 stp/m 3rd Qtr To reach 23000 stp/m 4th Qtr
1st qtr (55 new pat/FF)
Total 2nd qtr (66 pat/FF) Total 3rd qtr (80 pat/FF) Total 4th qtr (88 pat/FF) Total
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
No. of NEW patient acquisition per month
169 185.9 202.8 557.7 202.8 219.7 236.6 659.1 253.5 270.4 278.85 802.75 286 292.5 299 877.5 2897.05
One pat= 3 strips/ month & old pat are continuing
507 1064.7 1673.1 3244.8 2281.5 2940.6 3650.4 8872.5 4410.9 5222.1 6058.65 15691.7 6916.65 7794.15 8691.15 23402 51210.9
Value wise (per strips 10 tab*Rs.
20) = 200
101400 212940 334620 648960 456300 588120 730080 1774500 882180 1044420 1211730 3138330 1383330 1558830 1738230 4680390 10242180
Business Plan for 2017
At the end of 3rd year I am aspiring to reach 1 cr mark, that is 15% market share, as total standalone Clopidogrel market stand for 7 Cr as per MAT data
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Main Communication Strategy
Stent Thrombosis
Acute ST24 hours
Sub acute (SAT)24 hours to 30 days
Late ST1 month to 1 year
Very Late STMore than 1 year
ST most commonly occurs in the first 30 days after stent implementationWe have to aggressively promote DOT of 1 year
Jan
PU CU Current Target Actual
Total No of doctor
No. of Pts on Clop/ Month
No. of Pts on Brand-x/ Month
Patients from Tica
DOT (days)
No. of Pts DOT
(days) No. of Pts
Patients from Tica
DOT (days)
IC - PCI 100 1,500 - - - - - - - -
IC - MM 80 200 - - - - - - - -
CC - MM 250 1,000 - - - - - - - -
Neuro - Stroke 60 350 - - - - - - - -
PAD 12 150 - - - - - - - -
Area Total 3,200 - - - - - - - -
Tracking Format
Long Term Profit
Product/Service quality
Brand/Firm Association
Relative Advantage
Innovation
Values and Heritage
Manage Employee capability
Customer Satisfaction/Brand Loyalty
Brand-X- Long term profitability
In-chamber communication in terms of long and short
calls . FF’s product & therapy knowledge &
business acumen to follow.
Proper selection of P1, P2 & P3 & proper assignment of
call frequency, KOLs engagement.
Field motivation program
Special product IncentivesNeed based Incentives/ RewardsSpecial recognition of innovative way of launching the productSpecial recognition of potential break throughRecognition on planning & executing activities in innovative way.Celebration of Success stories by SMS, Mail & What's appContinuous appreciation and recognition program on maintaining proper call average, frequency & in-chamber communication.
Thank you