Mala Healthcare Private Limited, 1401 Terra, Planet Godrej, KK Marg, Mumbai 400011 Focused on...
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Transcript of Mala Healthcare Private Limited, 1401 Terra, Planet Godrej, KK Marg, Mumbai 400011 Focused on...
Mala Healthcare Private Limited, 1401 Terra, Planet Godrej, KK Marg, Mumbai 400011
Focused on Healthcare, Pharma, and Biotech in Asia including India
Competitive Advantage
Management Team
Strategy and Execution
Executive Summary
India – Growing Market ($45 Billion by 2020* McKinsey Report)
Health Awareness
Large population
Government Reforms
Cost-effective
Manufacturing
Higher Health Expenditures
Growing Per capita Income
Unmet Needs
India Advantage
“Future innovations will flow from the rise of capital-scarce but labor-abundant nations like India and China”
Diana FarrellMcKinsey Global Institute
o Already Exclusive Commercial representation of Japanese company and European company in India.
o Licensee of several products which are under registration and regulatory approval process in India.
o Proven track record in India and working with over 35 companies including multinationals.
o Managing local India environment. More than 20,000 manufacturers are in India and it can be difficult for any foreign company to navigate in India.
o All our Partner affiliates and employees are fully committed to service excellence and delivery.
Key Advantages of Mala Healthcare
Jayita Basak - Director – University of Wisconsin grad with 15 years experience in Mayo Clinic, Northwestern Memorial,
Quest Diagnostics. Managed P&L in USA.
Milan Sinha – Senior VP, Sales and Marketing – Former General Manager of #1 Pharma company in India (Sun Pharma) and HMR (Hoechst
Marrion Roussel). Heading Specialty Business including Oncology/Auto-Immune.
Business Development – Current Managing Director of Tech Incubator (India), Former Licensing Expert from Tech Park (U.
Massachusetts); IBM Global Business.
Kevin Lei – Operations – Former Dr Reddys and Lupin and local Asia expert.
Pramod Pandey – Regulatory & Government Affairs– Former Top 10 Pharma (India) Head
Bimal Basak – Chair– TATA Management Expert and Chief GM of Largest Central Government Enterprise (India) with
40 yrs experience.
MALA Management Team & Investors
Strategic Advisors
Dr. Mahendra Shah – Executive Advisor, USA
- Venture Partner, Vivo Ventures, San Francisco, US.
- Founder, CEO, Chairman – NextWave Pharma
- Chairman and CEO – First Horizon Pharma. Sold to Shionogi for $1.4 Billion.
- Board member of Unimed, introgen (UMED) Therapeutics (INGN), and others.
Jaisim Shah - Executive Advisor, USA– Board Director, CEO, Founder of Biotechs. Former Chief Business
Officer, PDL Biopharma/Facet Biotech, USA. Former Global VP of Sales and Marketing BMS and Roche. Leader in managing P&L - 20 year reputation in developing brands for blockbuster success for Pfizer, Roche and BMS.
Strategic Advisors
Narendra Rana - Executive Advisor, USA– India Country Head, Devine Group. – Formerly Managing Partner, Amitayus Consulting, USA. Global
experience from start-ups to Fortune 100 companies – 30 years including Managing Director, Knight Ridder Information, International Head Lexis Nexis, and President 2Knowinc.
Strategic Investors
European company & Partner – Licensed product to MALA Healthcare on exclusive basis.
Japanese company & Partner – Licensed product to MALA Healthcare on exclusive basis.
Strategy based on product mix of proprietary and branded generic products
Provide solutions to the unmet medical needs of patients.
Sales and Marketing leadership
All India Distribution and Logistics in over 22 locations
MALA India Operations
Experienced Leadership in India /Asia commercialization and Biotechnology
Ability to rapidly register and commercialize new products
Strong Government Relations & Access
Clear objective to partner and bring biotech and novel pharmaceuticals into India and Asia
MALA’s Competitive Advantage
Superior product– Blue Ocean market development– Fast product uptake – Focused promotion and target positioning– Key Brand Messages
Higher share of voice
Competitive pricing
Access package & Reimbursement support
Key Success Factors
Global shifts - Influencing innovation and commercialization
Emerging Markets especially India and China are the fastest growing areas of development in the world
Blockbusters with mass-market appeal to Targeted niche markets
Exciting Technologies to New Products - Philip Kotler
Kellogg School of Management
Strategic priorities of MALA
Target Partners for Licensing approved treatments for “neglected” diseases for Indian subcontinent
Increase product access for needy patients via advocacy groups and clinician/hospital networks
Increase market penetration in India and Asia for partner
Leverage understanding of local operating environment to foster partnerships with research-based companies
Representative office and Liasioning office in India. – Market Research and Opportunity assessment of Local
market– Fast Track Regulatory approval in Indian subcontinent
including clinical trial and dossier readiness requirements– Top tier commercial infrastructure with domain experts – Ensure high performance of supply chain systems and
product supply, freight and logistics for import/export.– Identify risks in advance and mitigate them with partner. – Regular Board Level communications with partners.
MALA Strategy
MALA-Partner collaboration can create value and reduce collective business risks
Extension of Partner into India. Access complementary strengths
Grow top-line from in-licensed products and expand into new territories including India.
Share risk – regulatory, technology and investment
Grow pipeline and Leapfrog competition- New product categories (oncology, CNS, cardio,
diabetes)
Reduce COGs through INDIA Advantage for bulk/formulations
MALA is seeking partnerships with companies with key attributes
Management - Understands the Asian operating environment
Brand Image – Ethical, top quality, customer-centric
Other– Success in partner’s local market– Transparency in clinical data– Regulatory frameworks for rapid decisions– Exchange of ideas with KOLs– Pre-clinical to Market Launch capabilities
Branded Formulations Branded Formulations
Imaging & Other Imaging & Other Diagnostic ToolsDiagnostic Tools
Clinical Candidates Clinical Candidates
Specialized Specialized TechnologiesTechnologies
Medical ProductsMedical Products
Novel FormulationsNovel Formulations
Biotech Bulk and Biotech Bulk and Finished Products Finished Products
Commercially available Commercially available in Regulated but not in in Regulated but not in
AsiaAsia
Pharma and BiotechPartners
Pharma and BiotechPartners
Potential Areas for PartnershipIncludes Orphan Drugs, Cancer, Inflammation, Plasma, Infectious
Diseases, Novel Technologies with Improved Target product profiles
Thank you
MALA Marketing Process
Brand Strategy - Four Column Model
Disease State Overview Product Profile Patient Segmentation Market Analysis by
Patient Segment:
– Health Care Transaction Model Analysis (including Key Player identification and O/Ts Insights)
– Scenario Analysis– Competitive
Analysis– SWOT
Archetype Assessment
Brand Position, Brand Character and overview of CMEs including Core Value
Message Elements (from PVA Kit)
Strategic Intent
Critical Success Factors
Brand Objectives
Global Target Audience /Key Player Segmentation
– Motivations, Attitudes, Beliefs, Behaviors
– Key Player Objectives
Marketing Programs by Target Audience / Key Player Segment including PRA strategy/programs
Medical Plan and Health Outcomes Plans summary
Market Research Plan Competitive Intelligence
Plan Resources
Implementation Plan
Plan Forecast
Budget
Balanced Scorecard
Measurement/ Evaluation of Brand Plan
Column 1:Analyses & Givens
Column 2:Strategic Ends
Column 3:Strategic Means
Column 4:Operational Plan
Where we are Where we want to beHow we’re going to get there
What we’ll use toget there
How much? By who?By when?
“Textbook” Life Cycle CurveS
ales
/Rx
Development Introduction Growth Maturity Decline
Based on Customer Input
Sal
esHigher, Faster, Longer
Old Paradigm•Peak Share in 5-7 years
1 2 3 4 65 7 8 9 10Years
Product Launch Phase Planning
-2 -1
Launch phase
New Paradigm•Peak Share Much Earlier
Activity Level
Q1 Q2 Q3 Q1 – Q42007 2008
Launch KOL Interaction
P2P
Launch CascadeMeetings throughout RegionPhysician Launch
PostlaunchDoc- discussion groupsT1 super targetsMonthly (6 month duration)Advisory
Board
Sales Rep trainingConditioning pieceTarget Dr and Pharmacy
Detail PieceDosage CardCore Symptom efficacyPatient bookletMonograph
Sales Force TrainingInternal LaunchSales Conference
Sales forceproduct training
Detail PieceDosage CardCore Symptom efficacyNaïve & Switch StratMonographLaunch InvitesFirst Draft / Start Sign Off
Regional Advisory Board
Market Research
Book Venues for Launch.Invites
Advisory Board
Regional Advisory Board
Physician Campaign Allied Pr and Print
Strategy
Website
PharmacyOrderStrategy
Product : Pre - Post Launch Activity Overview
Blunting Strategy
KOL - Speaker Training
Q4
Product - Life Cycle Planning
-2 +4+2L +6 +8 +10
Launch Timeline
Development Timeline A
Development Timeline B
Development Timeline C
Development Timeline D
$$
$ R
eve
nu
e
GOAL based Life -cycle Plan
-Innovation Cycle = 2 years
Innovation = -New indication
-Line Extension
-Major Data
-New Delivery Device
Revenue Cycle = 2/3rds peak sales
by end of 2 nd year
following introduction
of that innovation
Long Term View to Meet Growth Potential of the Molecule
Launch uptake of a brand likely to set future trajectory