primal healthcare

National Institute Of Industrial Engineering Page 1 | P a g e

Submitted By: Chandra Prakash Yadav PGDIE Class of 2011 Roll No. 24

Undertaken At:

Piramal Healthcare Limited, Mumbai

National Institute of Industrial Engineering, Vihar lake Mumbai-400087


Mr. Neeraj Garg, COO

Piramal True Care

Summer Project Report on

“To conduct a Market Attractiveness Study in Women’s healthcare (ART space) for evaluating the

Go/No-Go decision in a new market”

Undertaken At

PIRAMAL HEALTHCARE LIMITED

In Partial Fulfillment of

Post Graduate Diploma in Industrial Engineering (PGDIE)

Submitted By:

Chandra Prakash Yadav

PGDIE Class of 2011

Roll No. 24

Under the guidance of

National Institute of Industrial Engineering, Vihar lake Mumbai-400087

Dr. Milind Akarte

NITIE, Mumbai


Certificate of Project Completion

This is to certify that Chandra Prakash Yadav, a student of the Post Graduate Diploma

in Industrial Engineering (PGDIE), 39th Batch of the National Institute of Industrial

Engineering (NITIE), Mumbai has completed his summer project on:

“To conduct a Market Attractiveness Study in Women’s healthcare (ART space) for evaluating

the Go/No-Go decision in a new market”

The Projects were successfully completed under my guidance and supervision. His hard work

& dedication is highly appreciated.

I wish him all the best in his future life.

Dr. Milind Akarte

Faculty Guide

NITIE, Mumbai


Acknowledgements

I take this opportunity to extend my sincere thanks to Piramal Healthcare & Piramal True Care for

offering a unique platform to earn exposure and garner knowledge in different domains of business.

I wish to extend my sincere and heartfelt gratitude to my guide Mr. Neeraj Garg, COO, Piramal

True Care & Mr. Atri Banerjee, Senior Manager- Strategic Planning- True Care for their co-

operation throughout the course of my project. I am able to say with conviction that I have

immensely benefited from auspicious and prestigious association as a summer intern with Piramal

Healthcare & Piramal True Care.

I also thank Dr. Milind Akarte my faculty guide, who extended his complete cooperation and

support to my cause.

Last but not the least I would like to express my profound gratitude to each and every employee of the

organization who contributed in their own ways in successful completion of this project.

Chandra Prakash Yadav

PGDIE – 39

Roll No. – 24


Table Of Contents

1.Executive summary…………………………………………………………………..….…..7

2.Company background…………………………………………………………………..…...8

2.1 Piramal Healthcare Ltd……………………………………………………………………8

2.1.1 Core Values……………………………………………………………….………...9

2.1.2 PHL’s Growth through M & A………………………………………………..…..10

2.1.3 Imperatives of Growth…………………………………………………………….11

2.1.4 Manufacturing Facilities………………………………………………………..…11

2.1.5 Product Portfolio………………………………………………………………..…12

2.1.6 Power Brands……………………………………………………………….….….14

2.2 True Care……………………………………………………………………………..…..15

2.2.1Vision………………………………………………………………………..…..…15

2.2.2 Mission………………………………………………………………………..…...16

2.2.3 Goal………………………………………………………………………..………16

2.2.4 Power Brands………………………………………………………………….…..16

2.3 Awards and Achievements…………………………………………………………...…..17

3. Introduction……………………………………………………………………………..…18

3.1Objective…………………………………………………………………………..…18

3.2 Scope…………………………………………………………………………….…..18

4. Methodology………………………………………………………………………………18

5. Results & Analysis…………………………………………………………………..…….19

5.1 Infertility………………………………………………………………………...…..19

5.1.1 Causes of infertility……………………………………………………..……19

5.2 ART in India is dominated by IVF Procedures…………………………………..…20

5.2.1 Success Rates of Assisted Reproductive Therapy……………………………21

5.3 Patient Funnel…………………………………………………………………….....21

5.4 The classification of drugs on the basis of fertility drug fertility……………….…..22

5.5 Market Dynamics……………………………………………………………………23

5.5.1 Global Scenario…………………………………………………………..…...23

5.6 Market Modeler……………………………………………………………..…….…25

5.6.1 Market Projections for the next 5 years……………………………….……...25

5.7 Key Players in the market & their Landscape……………………………..………..26


5.8 Distribution System…………………………………………………………..…….30

5.9 Key Trends…………………………………………………………………………31

5.10 Key Success Factors for a new entrant in the market………………………..….…32

6. Recommendation ………………………………………………………………….….…...32

7. Learning from the project……………………………………………………………….…33

8. Improvements & Future scope…………………………………………………………….33

9. Academic Contribution in the project…………………………………………………..…33

10. Webliography……………………………………………………………………….……34

11. Bibliography………………………………………………………………………….…..35


1. Executive Summary

Objective: To conduct a Market Attractiveness Study in Women’s healthcare (ART space) for

evaluating the Go/No-Go decision in a new market.

Project Location:

Piramal Healthcare Limited, Mumbai

Introduction:

Infertility affects approximately 10–12 per cent of couples of reproductive age. An increasing trend

has been observed in the infertility over last few decades. Seeing this segment as a potential market,

they are trying to understand the market potential, its growth rate, major players in this space, their

portfolio & future growth opportunities.

Methodology Used:

The modes of research used for the present study for collecting the relevant data are:

1. Secondary Research: Background information was obtained from various medical journals,

magazine articles and World Wide Web.

2. Primary Research: The information and analysis presented in this report are based on extensive

first hand interviews with primary doctors (IVF/Gynaecology Specialist), product

managers/marketing heads (Pharmaceutical Companies), and clinical specialists in the area of

reproductive health. Random surveying based on questionnaire provided information about use of

products and there market scenario.

Modelling & Analysis:

A market modeller is generated to capture the Primary and secondary research data. The main

objectives for creating the market modeller were to size the market potential in India & to find out the

market growth rate.

Result:

After the complete analysis with the market modeller the market size of Rs 246.46 Cr – Rs 351.77 Cr

was estimated. Also, the market is growing at an annual rate of 15%, thereby projected to grow to ~

Rs 600 Cr by the year 2015.


2. Company Background

Piramal Group

Spanning across broad spectrum of industries and formats (healthcare, contract

manufacturing, diagnostics, original drug discovery, glass manufacturing, real estate etc.)

Piramal Group is committed to achieving excellence and leadership by practicing his core

values of knowledge, action and care. They adhere to ethically sound, innovative and value-

driven practices in their diverse business ventures and initiatives. Spearheaded by one of

India's most dynamic business visionaries, Mr. Ajay Piramal, they at the Piramal Group

believe that they exist to care for the world we share and serve. Aiming to offer sustainable

support to populations in need through programmes in disease prevention, education, hygiene

and access to healthcare, the Piramal Group is wholly committed to fight globally pervasive

problems like poverty and exclusion by reducing the burden of disease.

Company Profile

2.1 Piramal Healthcare Ltd.

Piramal Healthcare Ltd, a Piramal Group company, is a globally integrated healthcare

company that fulfills unmet medical needs across the world. It has a growth track record of

above 29% CAGR since 1988. Piramal Healthcare had consolidated revenues of US$ 656

million in FY2009. PHL is currently ranked 4th in the Indian market with a diverse product

portfolio spanning several therapeutic areas. It is also one of the largest custom

manufacturing companies with a global footprint of assets across North America, Europe and

Asia.

At Piramal Healthcare, the core values of Knowledge, Action and Care propel them to

improve the quality of lives by democratizing healthcare. They aim to attain leadership in

market share, innovation and profits by:

� Partnering the medical fraternity

� Building strong capabilities to deliver product and process innovations

� Attracting and developing the best in class talent


2.1.1Core Values

Drawing upon the largest source of perpetual wisdom, The Bhagvad Gita – a source of inspiration for

their chosen path of excellence, they abide by the three distinct principles of:

Each one of them is encouraged to exhibit these values in their daily actions towards the realization of

their collective vision of democratizing healthcare.

Their values prescribe them to adhere to the following:

� They will take the right action only if it is backed by knowledge

� Their care will have an impact only with timely and bold action

� Their actions create value only if they care for their customer’s success

Ko

wle

dg

e

•Building a deep understanding of our customer and domains

•Applying creative / breakthrough ideas for business improvement and growth opportunities

Act

ion

•Execution - meticulous planning and follow through

•Passionate about delivering outstanding results

•Entrepreneurial – continuously exploring business improvement and growth opportunities

Ca

re

•Commitment to our internal and external customers’ results

•Create opportunities for personal and professional growth by developing themselves and others.

Gyan Yoga – the principle of knowledge and intellect

Karma Yoga – the principle of action and entrepreneurial spirit

Bhakti Yoga – the principle of care and compassion


2.1.2 PHL’s Growth through M & A

Year Company Acquired Strategic Intent

1988 Nicholas Labs Entry into Pharmaceuticals

1993 Roche Products Ltd. Vitamin A & Brands

1995 Sumitra Pharma* Bulk Drug Business

1996 Boehringer Mannheim Diagnostics Portfolio

1998 Hoechst Research Center Research Facility

2000 Rhone Poulenc India Respiratory Portfolio

2002 ICI Pharma Cardiovascular Portfolio

2003 Global Bulk Drugs US FDA Approved API Facility

Sarabhai Piramal CNS & NSAIDS Portfolio

2005 Rhodia UK (Anesthetics Business) Global Critical Care/ Hospital Care

Avecia UK & Canada API & Custom Synthesis

2006 Pfizer’s Morpeth Facility, UK Boosts PHL’s Global Presence in C.Mfg

2008 Anafortan & CEFI Brand Groups of K -

Lab

Patents' use and non-compete assurances for

Cefixime and Camylofin based drugs

2008 HLPL-Bangalore High-end Injectable manufacturing solutions

2009 Minrad International Inc New API’s, Global Presence

2009 RxElite, Inc Formulations Patent for Anaesthetics

Abbott Taken over Piramal Healthcare Domestic Formulation Business

.

US-based Abbott acquired India's Piramal Healthcare's domestic formulation business for US$ 3.72 b

(Rs 17,484 crore). After this acquisition Abbott will accelerate its growth in emerging markets “giving

it the No. 1 position in the Indian pharmaceutical market.”

Mumbai-based Piramal's domestic formulation business includes manufacturing, marketing and selling

of branded generic pharmaceutical products in India, Nepal and Sri Lanka.

The asset to be transfered to the US firm include Piramal's manufacturing facilities at Baddi and marketing rights for over 350 brands and trademarks.


2.1.3 Imperatives of Growth

2.1.4 Manufacturing Facilities

Our state-of-the-art manufacturing facilities strategically located across the globe produce quality

medicines at affordable prices. Our Hyderabad plant is the only one in India to have USFDA approval

for the entire facility.

It is also accredited and approved by MCA of UK, TGA of Australia and the European and Canadian

Drug Authorities, and our Pithampur plant is accredited by reputed organizations like Allergan,

Novartis, Solvay and IVAX, amongst others.

Strengthening our

competitive positions

Building rich product pipelines

Building marketing frontends

across multiple markets

Enhanced focus on non-US markets to

establish new products

Supply chain enhancement

Exploiting key account

relationships

Therapeutic area

capability building


2.1.5 Product Portfolio

We at Piramal Healthcare are committed to fighting diseases to improve the quality of lives through

our wide portfolio of products spread across therapy areas. We have some of the strongest brands in

the Indian pharma market. A summary of our divisions is given below:

DIVISION NAME THERAPY AREA

ACUTE CARE Antibiotic

Respiratory

NSAIDS/Pain

Gastro

Dermat

Nutritional

Parenteral

Anti Parasitic

Gyne

Opthalmology / Otolaryngology

BIOTECH Antibiotic

Nutritional

Anti Cancer


Others

CARDIAC Cardiac

Nutritional

CARDIO-DIABETES Cardiac

Nutritional

Anti Diabetic

CONSUMER PRODUCTS NSAIDS/Pain

Gastro

Dermat

CRITICAL CARDIOLOGY Cardiac

Anti Diabetic

DERMA Antibiotic

Respiratory

Dermat

Nutritional

DIABETES Psychiatry

Nutritional

Anti Diabetic

GENERAL MEDICINE Antibiotic

Respiratory

NSAIDS/Pain

Gastro

Nutritional

Hormonal

Anti Parasitic

MULTISPECIALITY Antibiotic

Respiratory

Cardiac

NSAIDS/Pain

Psychiatry

Gastro


Dermat

Nutritional

MULTI-THERAPY Antibiotic

Respiratory

NSAIDS/Pain

Gastro

Nutritional

NEURO-PSYCHIATRY Psychiatry

Nutritional

ORTHO NSAIDS/Pain

Nutritional

Hormonal

2.1.6 Power Brands


2.2 True Care

True Care is the Mass Market Branded Formulations unit of Piramal Healthcare. This is the

fastest growing segment in the domestic pharmaceutical market. At True Care, they are

focused on evolution of proactive strategies, aimed at generating sustainable competitive

advantage based on value-generating business practices.

True Care's best-in-class field force, backed by a nation-wide network of stockists and

innovative marketing strategy, ensures that the best quality products are readily available

across the nation. Established in 2005, with a team of 50 people, True Care has grown

phenomenally and is poised to reach greater heights".

2.2.1Vision

"They will democratize quality primary healthcare in India". This vision drives them to make

a real difference to the lives of millions of people with their commitment to effective

healthcare solutions”.


2.3 Awards and Achievements

Some of the key accolades that have been conferred upon them are:

Piramal Healthcare listed in the:

• S&P Global Challengers’ List of 2006

• Forbes ‘Best Under A Billion’ List of 2003 and 2004

• Forbes 2005 List of ‘Best Small Asian Companies’

Piramal Healthcare grew from rank 48 to amongst the top 5 pharmaceutical companies in India in just

20 years.

Piramal Healthcare was the only pharmaceutical company to have a representation on the Scientific

Advisory Committee to the Prime Minister of India.

Mr. Ajay Piramal, Chairman, was awarded the ‘Ernst & Young Entrepreneur of the Year’ Award in

2003 and ‘Entrepreneur of the Year Award’ by UK Trade & Investment in 2006 and CEO of the Year

by World Strategy Forum in 1999. He is the only Indian member of the Governors' Forum on

Healthcare in the World Economic Forum. The World Economic Forum in 1996 also selected him as

the “Global Leader of Tomorrow”. In addition, Mr. Piramal has also held several positions of

eminence in Indian industry including the Prime Minister’s Council for Trade & Industry.

Dr. Swati Piramal, Director – Strategic Alliances and Communications is also the recipient of several

noteworthy titles and awards. Some of them are highlighted below:

• Dr. Swati Piramal was conferred upon with Chevalier de l'Ordre National du Mérite (Knight

of the Order of Merit) in 2006, one of the highest civilian honors bestowed by the French

government.

• Awarded the BMA Management Woman Achiever of the Year Award (2004-05).

• Nominated one of the 25 most powerful women in India, thrice in succession from 2002 till

2005.

• Recipient of the “Lakshmipat Singhania - IIM, Lucknow National Leadership Award” in the

category of Young Leader in the field of Science and Technology for the year.

• Received the Chemtech Pharma Award for Outstanding Contributions in pharma and biotech

Industries.

• In 2007, received the Rajiv Gandhi Award for Outstanding Woman Achiever.


3. Introduction

3.1 Objective: To conduct a Market Attractiveness Study in Women’s healthcare (ART space) for

evaluating the Go/No-Go decision in a new market.

3.2 Scope: The scope of this report contains-

• A review of male and female reproductive health (infertility prevalence rates)

• The various causes of infertility in couples having IVF

• An analysis of market size & growth in the categories of infertility, artificial reproductive

technologies, drug

• An overview of standard pharmaceutical drugs available

• Market participants and current market player shares

• An investigation of worldwide IVF cost analysis

• Distribution channel of IVF drug portfolio

• The key drivers, challenges & restraints in the market influencing the present and future

growth of ART space in India

4. Methodology:

The information and analysis presented in this report are based on extensive first hand interviews with

primary doctors (IVF/Gynaecology Specialist), product managers/marketing heads (Pharmaceutical

Companies), and clinical specialists in the area of reproductive health. Random surveying based on

questionnaire provided information about use of products and there market scenario. Background

information was obtained from various medical journals, magazine articles and World Wide Web.

Key information from published literature was used to conduct interviews with industry participants

to validate and obtain expert opinions on current and future trends in reproductive drugs and

technologies in healthcare. Interviews were also used to confirm and/or adjust market size and

competitor market share estimates, as well as to formulate market projections.

All average annual growth rates are estimated based on the compilation of data, which includes

estimated prevalence of conditions, population growth, products in research and development,

historical trends, patent expirations and generic competition. The modes of research used for the

present study for collecting the relevant data are:

3. Secondary Research

4. Primary Research


Demand Side Interview Supply Side Interview

1.Doctor Interview

� IVF Specialist

� Gynaecologist

1.Pharmaceutical Company Interview

� MERCK ( Serono & Organon)

� Sun Pharmaceuticals

� Intas

� Bharat Serums

� Lupin

� Solvay Pharma

� LG Life Sciences

5. Results & Analysis:

5.1 Infertility

Infertility affects approximately 10–12 per cent of couples of reproductive age. An increasing trend

has been observed in the infertility over last few decades. 26 years ago, the rate of prevalence in males

was 10% & in females it was found to be 90%.But in the rate of prevalence in males has increased

sharply to 25-30 %.

5.1.1 Causes of infertility:

The recent increasing trend in infertility is majorly because of lifestyle changes. Apart from this daily

stress, consumption of adulterated food, tobacco, alcohol & infections are responsible for this. In

males Local causes-variocel infection & Oligoasthenospermia are also found be major factors

contributing towards infertility, whereas in females Anovulation, blocked fallopian tube, Polycystic

Ovary Disease (PCOD) are found be responsible.


5.2 ART in India is dominated by IVF Procedures

Once a patient is referred to an ART specialist, 90% of the time IVF procedures are used for treating

infertility & rest 10% includes ICSI, GIFT, ZIFT.

17%

32%

18%

3%

23%

3%

4%

Causes of infertility in couples having IVF/ICSI

tubal disease

male factor

unexplained

endometriosis

uterine factor

multiple factors

others

90%

5%

2%

3%

IVF

ICSI

ZIFT

GIFT


5.2.1 Success Rates of Assisted Reproductive Therapy:

5.3 Patient Funnel

IVF: Success rates for IVF treatment procedures are generally between 25% and 35% per treatment cycle.

ICSI: Success rates for ICSI treatment is generally 20% per cycle.

GIFT: GIFT success rates are typically high, with a 24% live birth rate per cycle.

ZIFT: ZIFT success rates are slightly higher than those produced by GIFT. ZIFT is associated with a live birth rate of 29%.

45 million

Patients/annum

90 lakh

Patients/annum

22.5 Lakh

patients/annum

2.25 L P/A

2250

Number of Couples Reporting

to the Gynaecologist per

Annum

Number of Couples

complaining of not having a

baby

Out of that the number of

Couples medically proven “in

fertile”


Couples opting for IUI therapy


Couples opting for IVF therapy

P/A


5.4 The classification of drugs on the basis of fertility drug fertility:

S.No. Fertility Drug Family Drug API

1 Clomiphene Clomid clomiphene citrate

Serophene clomiphene citrate

Milophene clomiphene citrate

2 Human Menopausal Gonadotropin- hMG Pergonal menotropins (FSH, LH)

Humegon menotropins (FSH, LH)

Repronex menotropins (FSH, LH)

3 Follicle Stimulating Hormone - FSH Metrodin Urofollitropin

Follistim follitropin beta

Gonal F follitropin beta

4 Human Chorionic Gonadotropin - hCG Perganyl chorionic gonadotropin

5 Gonadotropin Releasing Hormone Factrel gonadorelin hydrochloride

Lutrepulse gonadorelin acetate

6 GnRH Analogs Lupron leuprolide acetate

Synarel nafarelin acetate

Zoladex goserelin acetate

7 Bromocriptine Parlodel bromocriptine mesylate

8 Aromatase inhibitors Anastrozole anastrozole, anastrozone

Exemestane Exemestane


5.5 Market Dynamics:

5.5.1 Global Scenario

Relationship between the Age of the woman & the average IVF success rate:

Relationship between the Age of the woman & Average no. of cycles required to pregnancy:

29.60%

23.60%

18.20%

10.00%

3.20% 0.80% 0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

<35 35–37 38–39 40–42 43–44 >44

Average IVF success rate


3.4 4.2 5.5 10

31.3

125

0

20

40

60

80

100

120

140

<35 35–37 38–39 40–42 43–44 >44

Average no. of cycles required to pregnancy

Average no. of cycles

required to pregnancy


Relationship between the Age group, average no of cycles required for pregnancy & average

IVF success rate-

In India the cost of the IVF therapy is very less as compared to developed countries as well as the

other developing countries. And, in India also the cost of treatment increase with the age because of

increase in the no of cycles required for conception.

29.60%

23.60%

18.20%

10.00%

3.20%

0.80% 3.4 4.2 5.5

10

31.3

125

0

20

40

60

80

100

120

140

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

<35 35–37 38–39 40–42 43–44 >44


Average no. of cycles required

to pregnancy

2,331 2,924 3,791 6,900

21,563

86,250

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

1,00,000

<35 35–37 38–39 40–42 43–44 >44

Cost increases exponentially with Age

Cost ( in $ )

Expon. (Cost ( in $ ))


5.6 Market Modeller-

A market modeller is generated to capture the Primary and secondary research data. The main

objectives for creating the market modeller were:

� To size the market potential in India

� To find out the market growth rate

� To find out & validate the major drug classification & their market share

� To find out the distribution of KOL & non-KOL doctors in India

The data which was collected from the primary research via interview of the doctors was timely

pooled in the modeller. Then the modeller do the calculation was estimate the market size. Always a

range of size was generated from the modeller. The results generated were triangulated with the data

obtained from the secondary research.

After the complete analysis with the market modeller the market size of Rs 246.46 Cr – Rs

351.77 Cr was estimated.

5.6.1 Market Projections for the next 5 years

For India- Currently, in India the market size of ~ Rs 300 Cr is estimated with an annual growth rate

of 15%. By this growth rate a booming market of ~ Rs 600 Cr is projected by the year 2015.

0

100

200

300

400

500

600

700

Ma

rke

t S

ize

(in

Rs

Crs

)

Years

Market Size of India (in Rs Crs)

2010 2011 2012 2013 2014 2015 2010 2011 2012 2013 2014 2015


Globally all around the world- Globally the market size of ~ $ 2.7 billion is estimated with an

annual growth rate of 7-8 %. By this growth rate a booming market of ~ $ 3.9 billion is projected by

the year 2015.

5.7 Key Players in the market & their Landscape-

During the study it was found that the Indian players dominate this segment with product range across

major hormone segments. But in spite of this the MNC’s are enjoying more profits as compared to the

Indian companies in ART space in India.

LG Gonadotropins Hormone/Hormone Modifier

Infertility Drugs LG IVF-C™Inj.

- Human chorionic

Gonadotropin

LG IVF-M™Inj.

- Menotropin

LG Follimon™Inj.

- Urofollitropin (human follicle

stimulating hormone)

Hemopoietic LG Espogen™Inj.

- Recombinant Human

Erythropoietin

Human Growth Hormone LG

Eutropin™Inj.

- Somatropin

Bharat Serum Product Trade Name Generic Name

Mednisol Methyl Prednisolone Inj.

Foligraf ™ Recombinant FSH Inj.

HuCoG® Human Chorionic Gonadotrophin

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Ma

rke

t S

ize

(in

$ b

n)

Years

Market Size Globally (in $ bn)

2010 2011 2012 2013 2014 2015 2010 2011 2012 2013 2014 2015


HuMoG® Human Menopausal Gonadotrophin

Foliculin ™ Follicle Stimulating Hormone

GYNACT ™ Leuprolide Acetate Inj.

Miprogen ™ Natural Micronised Progesterone Inj.

Miprogen ™

Natural Micronised Progesterone

Capsules

Lupin Brand Name Molecule

Lupigest 100 Natural Progesterone - 100 Mg

Lupigest 200 Natural Progesterone - 200 Mg

Yamini

Drospirenone - 3 Mg

+Ethinylestradiol - 0.03 Mg

Mefnil Mifepristone - 200 Mg

Misonil -200 Mcg Misoprostol - 200 Mcg

Misonil -25 Mcg Misoprostol - 25 Mcg

Fastrace Pregnancy Kit

Oviphene-25 Clomifene Citrate - 25 Mg

Oviphene-50 Clomifene Citrate - 50 Mg

Lupi-Hmg 75iu

Human Menopausal Gonadotropin Inj.

75 I.U.

Lupi-Hmg 150iu

Human Menopausal Gonadotropin Inj.

150 I.U.

Lupi-Fsh 75iu

Follicle Stimulating Hormone Inj. 75

I.U.

Lupi-Hcg 2000

Human Chorionic Gonadotropin Inj.

2000 I.U.

Lupi-Hcg 5000

Human Chorionic Gonadotropin Inj.

5000 I.U.

Solvay Pharma India

Ltd.

Women Health

Product Molecule

Arachitol® cholecalciferol IP (Vit D3)

Arachitol-O

Calcium Citrate Malate,

cholecalciferol (Vit D)

B-crip Bromocriptine Mesylate IP

clome Clomifene citrate


Duphaston® dydrogesterone BP

duvadilan® Isoxsuprine Hydrochloride IP

Nugon

Menotrophin BP (FSH 75 IU + LH 75

IU) and (FSH 150 IU + LH 150 IU)

Oestrogel® 0.06% estradiol

Puregon Urofollitrophin BP

Utrogestan® micronised progesterone

INTAS GnRH Agonist

Brand Name Active Ingredient

Busarlin 0.5 Buserelin acetate 0.5mg/0.5ml

Busarlin 7 Buserelin acetate 7mg/7ml

Luprorin 1 Leuprorelin acetate 1mg/1ml

Luprorin 4 Leuprorelin acetate 4mg/4ml

Luprorin Depot Leuprorelin acetate 3.75mg

GnRH Antagonist

Cetrolix Inj. Cetrorelix acetate 0.25mg Inj.

Hormones and Related Drugs

Antipreg Mifepristone 200mg

Cabgon 0.25 Cabergoline 0.25mg

Cabgon 0.5 Cabergoline 0.5mg

Ferpill 25 Clomiphene citrate 25mg

Ferpill 50 Clomiphene citrate 50mg

Hald 100


100mg

Hald 100 Inj.


100mg/1ml

Hald 200


200mg

Hald 200 Inj.


200mg/2ml

Hald 300

Natural micronised Progesterone

300mg

Ovugro Hp 150 Highly Purified FSH 150 I.U.

Ovugro Hp 75 Highly Purified FSH 75 I.U.

Ovumain Hp 150 Highly Purified HMG 150 I.U.


Ovumain Hp 75 Highly Purified HMG 75 I.U.

Ovunal Hp 10000 Highly Purified HCG 10000 I.U.



Stimufol Letrozole 2.5mg

Sun Pharmaceutical

Industries Ltd.

Gynaecology / IVF

Brand Name Generic Name and Strength

Caberlin Tablets Cabergoline 0.5mg

Cansoft Pessaries

Clotrimazole 100 mg (Soft Gelatin

capsules)

Fertigyn 10000 Injection

Chorionic Gonadotrophin Inj. HCG

10000 IU



5000 IU



2000 IU

GMH - 150 Injection

Human Menopausal Gonadotrophin

150 IU

GMH - 75 Injection

Human Menopausal Gonadotrophin

75 IU

Gynazol 50 Capsules Danazol 50mg

Gynazol 100 Capsules Danazol 100mg

Letoval Tablets Letrozole 2.5mg

Lupride Injection Leuprolide Acetate 1mg/0.5ml

Lupride 4 Injection Leuprolide Acetate 4mg/2ml

Lupride Depot 3.75 mg Leuprolide 3.75 mg Depot preparation

Mifeprin Tablets Mifepriston 200mg (uncoated tablet)

Ovitrop 150 Injection

Urofollitrophin(FSH) 150 IU per vial,

Diluent sodium chloride (0.9%) 2 ml

Ovitrop 75 Injection

Urofollitrophin(FSH) 75 IU per vial,

Diluent sodium chloride (0.9%) 2 ml

Susten 100 Capsules

Progesterone 100mg Soft Gelatin

Capsules


Susten 200 Capsules

Progesterone 200mg Soft Gelatin

Capsules

Susten 50 Injection Each ml contains : Progesterone 50mg



Utodin Injection Ritodrine 10mg per ml

Utodin Tablets Ritodrine 10mg

Zitotec Tablets

Each tablet contains : Misoprostol

200mcg

Zitotec 100 Tablets

Each tablet contains : Misoprostol

100mcg

5.8 Distribution System-

The dual distribution system prevails in the distribution of IVF portfolio drugs. In dual distribution

system when the drug is distributed directly to the doctor, a purchase manager procures the drug on

the behalf of the doctor & the complete procurement process is highly influenced by him.

Whereas when the distribution takes place through the stockists to the doctor, the stockists also takes

10% profit in between. Because of the stockist as an intermediate the total cost of the drug to the

patient increases.

Drug

Manufacturer

Direct to

Doctor (13 %)

Stockists

(73 %)

Doctor

Purchase manager


DRUG HMG 75 HMG150 FSH

MRP 563 984 1300

Price to Dr 280 450 700

Price to Stockists 224 360 560

Distribution type HMG 75 HMG 150 FSH

Drug- doctor 50% 54% 46%

Drug- Stockists 60% 63% 57%

5.9 Key Trends

Component Factors

Key Drivers Medical Tourism

1 in 10 couples opting for IVF till 2006-07; now it's 1-6 couples

Growing market @ 12-15% in India

Technological advancements

Key Challenges Price sensitive market

Lack of awareness(Knowledge)

Lack of IVF Centers

Patient Reach

Psychological Concurrency

Restraints IVF treatment not under insurance (No insurance penetration)

High Cost

Legal Framework

Emotional costs as well as financial cost implications


5.10 Key Success Factors for a new entrant in the market-

6. Recommendation-

Keeping in consideration the market potential of Indian market of Rs 300 Cr & growth rate of

15%, the company should enter into the ART space in India. This is going to be a Go-Go

situation for the company.

The company should capitalize on the key success factors for a new entrant in the market & a

make a big impact in this segment.

Cold Chain Facility

New Product Innovation

Pharmaco Distribution Channel

Price

Quality


7. Learning from the project:

• Had an experience of the working on a live project of Market Attractiveness Study

• Understood Market Research (both primary as well as secondary) & its importance in the

business

• Understood the role of a Strategic Planner in an organization in terms of timely Planning of

the project and perfect execution

• On project aspects

Designing market modeller to capture primary & secondary research data

Monitoring the execution of the project

Understanding the story boarding concepts in an Organization

Getting reflex capturing of on the primary research data during the personal

interviews with doctors as well as the pharmaceutical companies

8. Improvements & Future scope:

The way forward & future scopes for the project are:

• Conducting the primary research on a larger sample size

• Capturing the data from the doctors all across in India in terms of demographic distribution &

tier wise geographically distributed cities

• Capturing the data from the international market in terms of technological advancements for

drug delivery

9. Academic Contribution in the project:

Mainly comes from the following areas:

• Importance of Market Research in an organization

• Understanding of Market Dynamics in terms of Competitor landscape & product portfolio

• Importance & impact of Market Environment (internal & external) on the business

• Market Sizing concepts


10. Webliography:

1. http://piramalhealthcare.com/(12-04-2010; 10:54am) 2. http://resourceguide.biospectrumasia.com/CompanyDetails.aspx?id=781 (24-04-

2010; 3:42 am)

3. http://www.expresshealthcare.in/200902/[email protected] (24-04-2010; 4:08

am)

4. http://www.free-press-release.com/news-rncos-releases-a-new-report-indian-

diagnostic-market-analysis-1265430509.html (01-05-2010;13:15 pm)

5. http://www.free-press-release.com/news-india-diagnostic-market-to-post-strong-

growth-1263373283.html (08-05-2010;16:01 pm)

6. http://www.free-press-release.com/news-organized-sector-to-play-vital-role-in-the-

development-of-indian-diagnostic-industry-1266398186.html (08-05-2010;16:23 pm)

7. http://www.expresspharmaonline.com/20080630/biotech16.shtml (10-05-2010;16:45

pm)

8. http://www.infertilityindia.com(16-05-2010;16:45 pm)

9. http://www.sharedjourney.com/ivf/what_is.html(16-05-2010;17:10 pm)

10. http://www.advancedfertility.com/ivfprocedures.htm(19-05-2010;11:01 am)

11. http://infertility.about.com/od/infertilitytreatments/a/what_is_IUI.htm(19-05-2010;15:24

pm)

12. http://www.womens-health.co.uk/iui.html(25-05-2010;23:07 pm)

13. http://www.drmalpani.com/book/chapter24.html(26-05-2010;12:20 pm)

14. http://www.soft-infertility.com/docs/PIInjIUI.pdf(26-05-2010;14:02 pm)

15. http://timesofindia.indiatimes.com/india/Indian-ovum-finds-world-

market/articleshow/147047.cms(28-05-2010;21:17 pm)

16. http://www.palgrave-journals.com/development/journal/v49/n4/full/1100303a.html(26-05-

2010;14:02 pm)

17. http://www.xooarticles.com/Success-rate-in-IVF.html(01-06-2010;09:32 pm)

18. http://www.varoblog.com/category/industry/(02-06-2010;11:43 pm)

19. http://www.datamonitor.com/store/News/infertility_serono_and_organon_whos_the_daddy?p

roductid=F0BF7668-7B9D-4BCD-BDB2-931FE8DCED37(07-06-2010;10:11 pm)

20. www.idealfertility.com(08-06-2010;13:02 pm)


11. Bibliography:

1. Marketing Management: P. Kotler, K. L. Keller, A. Koshy & M. Jha. 13th Edition, Pearson

Education

2. Microsoft Office: Excel 2003, Data Analysis and Business Modelling, Wayne L Winston,

Microsoft Press

3. Healthcare Simulation Modeling and Optimization Using Medmodel: C. R. Harrell & R. N. Price.

Proceedings of the 2000 Winter Simulation Conference.

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