Post on 12-Jan-2017
Founded Since 2006
Ensure quality and affordability. Profit is the logical outcome.“
“Highest growth rate in the country in 2014
THE ESOMEPRAZOLE MARKET
25%+
Antigastric MedicinesRegistered a 25%+ average
growth in the market in 2014
according to IMS Health
Astonishing RiseTop 3 brands in the Top 10 list are
Antigastric Medicines due to high
sales
TOP 3
Esomeprazole SalesGrew by 46.32% in 2014
More Popular than other generics
Depicted being ‘phenomenal’
v
46.32%
Opportune time to introduce a new anti-gastric drug
WHY USE ESOMEPRAZOLE?
Gastro-esophageal Reflux Disease (GERD)
Acid is allowed to flow back into
the food-pipe (esophagus)
causing pain and a burning
sensation known as heartburn
Stomach Ulcer Prevention
Taking nonsteroidal anti-
inflammatory drugs (NSAIDs) may
develop ulcers (sores in the lining
of the stomach or intestine)
Helicobacter pylori Eradication
Treatment and prevention of the
return of stomach ulcers caused
by Helicobacter pylori
Esomeprazole is used for various purposes
HOW DOES ESOMEPRAZOLE WORK?
Parietal CellsSpecial cells inside stomach lining
Contains enzymes that make
hydrogen ions (H+)
Also houses the ‘Proton Pump’
Proton PumpChemical system called the hydrogen-
potassium adenosine triphosphatase enzyme
system
Actively-transports Hydrogen into stomach
and Potassium into parietal cells through
hydrolysis of ATP
HOW DOES ESOMEPRAZOLE WORK?
PPI
Neutralizes the active
enzymes in parietal cells
Proton Pump Inhibitor (PPI)
‘Inhibits’ or blocks the Active
Transportation of Hydrogen
and Potassium
Stops production of excess
acid, prevents ulcers from
forming
Assists healing process
and reduces heartburn
SuPPIerman? SuperPPIman? Even your stomach needs a superhero!
OMPEX® 20Esomeprazole Magnesium USP
20mg per Capsule
7x6 Capsules Pack (42)
290BDT/PACK
7BDT/CAPSULE
OMPEX® 40Esomeprazole Magnesium USP
40mg per Capsule
5x6 Capsules Pack (30)
300BDT/PACK
10BDT/CAPSULE
OMPEX® ESOMEPRAZOLEDosage and Administration Schedule for Adults
Indication
Gastro-esophageal Reflux Disease (GERD)
Dose Frequency
Healing of Erosive Esophagitis 20 or 40 mg Once Daily for 4 to 8 Weeks
Maintenance of Healing of Erosive Esophagitis 20 mg Once Daily
Symptomatic Gastro-esophageal Reflux Disease 20 mg Once Daily for 4 Weeks
NSAID-Associated Gastric Ulcer 20 or 40 mg Once Daily for up to 6 months
Helicobacter pylori eradication (Triple Therapy) 40 mg Once Daily for 10 Days
OMPEX® ESOMEPRAZOLE
Physicians
Promotional Plan
Literature describing
Composition, Usage and
Side-effects
Complimentary Pens with
Ompex® Esomeprazole
Branding
Physician Sample of
Ompex®20
Complimentary
Notepads with Ompex®
Esomeprazole Branding
Direct Marketing
OMPEX® ESOMEPRAZOLEProduct Placement
Using existing supply chain
facilities to integrate the
distribution
Production according to Lot/Batch
system
Delivering to respective Vendors
and Pharmacies
Inventory Control System to
restock upon demand
OMPEX® ESOMEPRAZOLEMarket Segmentation
Males
FemalesTreatment
and Prevention
Gastro-esophageal
Reflux Disease (GERD)
Helicobacter Pylori
OMPEX® ESOMEPRAZOLETarget Market
12-17 18+0-1 PregnancySpecial Case of
Short-term GERD
treatment
Special Case of
Short-term GERD
treatment
Children and
Adolescents
Adults
(Primary Users)
OMPEX® ESOMEPRAZOLEProduct Differentiation
OMPEX® ESOMEPRAZOLE vs. OMEPRAZOLES vs. PANTOPRAZOLE
Esomeprazole is:
More Bioavailable
More effective in treating GERD
Better H. pylori Eradication
Same drug group
Same Mechanism of action
Reaction with same group of drugs
Same side-effects
OMPEX® ESOMEPRAZOLEUnique Selling Propositions (USPs)
Rapid ActionOmpex® Esomeprazole is re-
invented and re-designed to be
faster acting than most
esomeprazoles in the market
Durable EffectOmpex® Esomeprazole provides
a durable effect for hours for the
patient to control acid-reflux
100% ProtectionOmpex® Esomeprazole is
guaranteed to protect the user
one hundred percent
OMPEX® ESOMEPRAZOLEMarket Scenario
Company Name Market Size (Cr) Growth (%)
Square Pharmaceuticals 1766 7
Healthcare Pharmaceuticals 195 17
Renata Pharmaceuticals 473 1
Hexagon Pharmaceuticals 401 21
Highest Growth Rate in 2014
OMPEX® ESOMEPRAZOLE
SERGEL® (Healthcare) MAXPRO® (Renata)
66% 56%56Cr 46Cr
67%
EsomeprazoleTotal Market Size
211CrGrowth
Rate
Market Scenario