Moxifloxacin Launching Plan

7/17/2019 Moxifloxacin Launching Plan

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Dr. NAYYAR UL HASSNAINDr. NAYYAR UL HASSNAIN

APM – Graton PharmaAPM – Graton Pharma

Marketing PlanMarketing Plan



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Contents

Introduction Plan / Disease / Treatment / Product / Company Situation Analysis Market Overvie / Merck / TC Analysis Competitor Analysis

Segmentation / Targeting S!OT / Positioning / Marketing O"#ectives Marketing Strategy / Activities Sales $orce %uidelines Communication O"#ectives

Incentive Sc&eme $orecasting $inancials



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()ecutive Summary

Bactimox *T&e FIRST Line therap in A!"B !AP # B"!$PD%. Rapi& an& 'on()'a*tin( *mptom re*o'+tion in a'' in&ication

Hi(h c'inica' *+cce** rate in A!"B, ABS # !AP.

Bactimox *ho- e+i/a'ence to amoxici''in 0 c'a/'anic aci& to treat o1

ac+te exacer2ation* in patient* -ith mo&erate to *e/er !$PD. Bactimox mo&e o1 action i* t-o -a, -hich enhance the action an& 'e**

re*i*tance

actimox

1st +ear, .345 Mar6et Share - .s 7.4 million

Ad 0 Pro 1' million, '34 in t&e launc& year5reduced to 2645 2245 2345 0 174 in ne)t 8 years

respectively



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Situation

Analysis



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Pakistan P&arma Market 9 An Overvie

Total P&arm market , .s 1:3 ;illions

CA%., 174

Top 10 Companies hold 47% share of market

and top 50’s share is 86%

IMS – QTR ’02 2012



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De*cription o1 the Pro&+ct*

Total Anti=In>ective market 89: ; R*. <<<< mi''ion*

Total ?uinolones and >luoro@uinolones market 89=>G: ; R*. <<<< mi''ion*

Total Mo)i>lo)acin market - .s <2 Millions


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De*cription o1 the mar6et

Bactimox >all in anti=In>ective 8t& %eneration ?uinolone and >luoro@uinolone class B31% T&e ma#or "rands o> Mo)i>lo)acin are avelo)5 mo)iget 5 mo>est5

mi)i"act5 iilonn it& 2:45 17124 5 12874 5 6624 8184 it&market s&are respectively

Bactimox >all in anti=In>ective 8t& %eneration ?uinolone and >luoro@uinolone class B31% T&e ma#or "rands o> Mo)i>lo)acin are avelo)5 mo)iget 5 mo>est5

mi)i"act5 iilonn it& 2:45 17124 5 12874 5 6624 8184 it&market s&are respectively

De1inition o1 the Mar6etDe1inition o1 the Mar6et

?e Mar6et Dri/er* 0 F+t+re Tren&*?e Mar6et Dri/er* 0 F+t+re Tren&*

Active promotion t&e ma#or players B+er, Get@, and Sami are ma#orplayers in A11A market Market is driven mainly "y (T 5 %eneral p&ysician Pus& strategy o> small "rands

Active promotion t&e ma#or players B+er, Get@, and Sami are ma#orplayers in A11A market Market is driven mainly "y (T 5 %eneral p&ysician Pus& strategy o> small "rands


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CompetitorCompetitorAnalysisAnalysis



Market Dynamics

Eey Player 9 Sale Falue

!ompetitor Ana'*i*



Mo)i>lo)acinMo)i>lo)acin

Mo)i>lo)acin &ave t&e GGGGo>

market s&are

Mo)i>lo)acin consistency

gro >rom last >e years

Mo)i>lo)acin &ave t&e GGGGo>

market s&are

Mo)i>lo)acin consistency

gro >rom last >e years

IMS ?T. 2312IMS ?T. 2312

!ompetitor Ana'*i*

Tota' a'+e P?R=4 mi''ion

Tota' a'+e P?R=4 mi''ion



Bactimox) !ompetitorC* Price Ana'*i*



SegmentationSegmentation

& targeting& targeting


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actimox –

Target

Indication

Ac+te 2acteria' *in+*iti* 8ABS:Ac+te 2acteria' exacer2ation o1 chronic 2ronchiti*

8A"!B:!omm+nit ac+ire& pne+monia 8!AP:Dia2etic Foot In1ection*Bacteria' exacer2ation mo&erate to *e/er !$PD

Un)comp'icate& *6in an& *6in *tr+ct+re in1ection*!omp'icate& *6in an& *6in *tr+ct+re in1ection*.



actimox –

Target

Doctor’s

"NT

Genera' Ph*ician*

Ph*icianC*

P+'mono'o(i*t

Dia2to'o(i*t

Dermato'o(i*t



.ationale,

Hig&er Potential

Spill Over (>>ect

(ac& SPO &ave '3 Doctors

'3 J 23 - <33

Tar(et Doctor Se(ment*

Tota' E== &octor*

EOK

63

A

163

B

'33

C

1:6

264

'34

634

:'4


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S$T Ana'*i*

Di11erentia' A&/anta(e*

Ne- Po*itionin( 0 ?e Me**a(e*



actimox-S$T

Ana'*i*S

trengt&s

The Fir*t 'ine therap in in&icate &i*ea*e.

Karge market availa"le

Sa1e in a'' pop+'ation,

!on/incin( Report*

i2rant Pac6a(e

$DA approved Molecule

Karge Studies availa"le

OD dose advantage

@uick onset o> action

eaknesses

already Present Competitors me tooProducts

Kimited resources

$ield >orce product load

Internal sale service

Kess >ield >orce

Hig&er Price

$pportunities

Karge no o> patients come it& L.Is

promote into selected doctors5 kols

%oing into ne market it& ne concept

Top management &ave a Personal relation it&Drs

T&reats

Present o> a true competition

To many "rand availa"le o> anti=in>ective

Possi"le entry o> similar "rands

Kess .OI Karge Cost o> %oods


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actimox

Di11erentia' A&/anta(e*

;actimo)7 -a mo&e o1 action, that increa*e the e11icac an& &ecrea*e

the e11'+x 2 2acteria.

>*t 'ine treatment in A"!B, !AP , ABS # &ia2etic 1oot in1ection*

?e S+cce** Factor

To "*ta2'i*h t&is "rand into t&e A(C;5 CAP5 dia"etic >oot in>ections 0 A;S

To (sta"lis& as a 1st line drug in A(C;5 CAP 0 ;(COPD on a a>>orda"le

price

To (sta"lis& as a sa>e in all population group drug5 and not need dose

ad#ustment



Marketing

Strategy



actimox

Po*itionin( Strate(

Anti=In>ective Drug

Product O>>er

Consumer Promise o> (>>ects



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actimox

Po*itionin( StatementProduct O>>er,

NFa*t 2acteria' era&ication o1 the 6e re*pirator patho(en*

N>*t 'ine treatment in A"!B , !AP # &ia2etic 1oot in1ection*.

NHi(h c'inica' *+cce** rate in A"!B , ABS, !ap # &ia2etic 1oot.

N!omp'ete "ra&ication o1 2acteria.

Consumer Promise,

N ;actimo) provides Fa*t 2acteria' era&ication o1 the 6e re*pirator patho(en* 0

improve t&e @uality o> t&e patients li>e

N ;actimo) easy to use5 One a day #ust >or 6 to 13 days

N ;actimo) Sa>e in all population group ot need dose ad#ustment



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actimox

?e Me**a(e*N ;actimo)is *T&e FIRST Line therap in A!"B !AP # B"!$PD%.

N Rapi& an& 'on()'a*tin( *mptom re*o'+tion in a'' in&ication

N Hi(h c'inica' *+cce** rate in A!"B, ABS , &ia2etic 1oot in1ection* # !AP.

N Bactimox *ho- e+i/a'ence to amoxici''in 0 c'a/'anic aci& to treat o1ac+te exacer2ation* in patient* -ith mo&erate to *e/er !$PD

N Bactimox mo&e o1 action i* t-o -a, -hich enhance the action an& 'e**

re*i*tance

N Bacterici&a' re*+'t a(ain Gram po*iti/e, "ntero 2acteriaceae, $ther (ramne(ati/e

N Bactimox i* e11ecti/e A(ain*t MRSA.

N Bactimox, a'one e+a' to com2o re(imen.



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actimox

Mar6etin( $2ecti/e* To success>ully launc& ;actimo) in Marc& 231' it& en&ance

>ield >orce initially to a selected pool o> <33 potential customers

comprising EOKs5 A 0 ; class doctors

To esta"lis& ;actimo)as an 1st treatment o> AC(;5 CAP

dia"etic >oot in>ections

To gain '64 s&are o> A3: market currently valued at 736

million5 it&in t&e >irst year o> launc&

To consolidate t&e launc& o> ;actimo) and gain 14 s&are o>

A3: market currently valued at 736 million5 it&in t&e >irst >ive

years5 making it ort& 22 million="rand it& an aggressive grot&

plan and &eavy promotional t&rust



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actimox

Mar6etin( Strate(

;actimo)ill "e competitively promoted as an >irst line drug >or treatment to all

potential doctor segments in t&e relevant indications

A skilled >ield >orce o> 23 SPOs ill promote ;actimo)to >ull "oard o> relevant EOKs5

top (Ts5 P&ysicians and %Ps

Hig& priority promotion it& t&e &elp o> all conventional and innovative tools o>promotion suc& as samples5 literatures5 giveaays5 ;anners Advertising

!e s&all esta"lis& t&e image o> ;actimo)as e>>ective treatment in A;S5 ;(COPD5

A(C;

(>>ective t&emes ill "e adopted to &ig&lig&t distinct advantages o> ;actimo)

!e s&all specially >ocus on Eey Opinion Keaders to capitalie t&e spill over e>>ect atot&er level

Eeep noise level &ig&er t&an competitors - make them irrelevant .

!e ill strengt&en t&e "rand image and >ield >orce=doctor trust level "y e)ercising

customer service activities



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actimox

Marketing Activities

Formation o1 A&/i*or Boar& Gro+p La+nch at t-o metropo'i*e* !+*tomer in/o'/ement acti/itie*

- Meet the expert: involving a Prof. & House Officers

- 12 th

November anti-pneumonia a! celebration activities.Participate into "nfection isease seminar Ima(e 2+i'&in( acti/itie* - "nfection prevention chart # Multimeia presentations in$ars

- %caemic support # istribution of 'isperitor! tract infection

print material in meical colleges- (extboo)s an stuies for selecte *O+s

!'inica' Meetin(*, RTD*, !M"* See&in( o1 *amp'e*. Pre** A&/erti*ement in rep+te& Me&ica' Ma(a@ine an&

ne-* paper



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actimox

Sales $orce %uidelines

"ach SP$ -i'' intro&+ce Bactimox to a'' *e'ecte&c+*tomer* o1 the territor in re'e/ant in&ication*.

1 $ocus on EOKs5 A class (T 0 general p&ysicians

2 Select 13=23 core doctors

' Hig&lig&t,N ;actimo), *T&e $irst Kine treatment >or A(C;5 ;(COPD5 COP

N ;actimo) provide complete eradication o> "acteria

N ;actimo) Alone e@ual to com"o t&erapy

N ;actimo) &ave more clinical e>>icacy as compare to ot&er @uinolones5N ;actimo) Also &ave less c&ance o> resistance

N ;actimo) provides *improve t&e in>ected patients to improve t&e @uality o> patients

li>e



2:

actimox

, sales force guielines Target Avelo)5 mo)iget5 mo>est5 prescri"ing doctors (sta"lis& 13 prescri"ers in t&e early p&ase o> launc& COF(.T (A.K+ ADOPT(.S into KO+AK prescri"ers during

t&e second p&ase Capitalie t&e EOK spill over e>>ect t&roug& >ollo up andpromotion to #unior doctors o> t&e ards

1 Clinical meetings per .egion in 2?T. on clinical approac&toards usage o> ;actimo) it& selected EOK as guest

speaker Seeding o> samples to 63 selected EOKs all over Pakistan to

get t&e "ene>its and make t&e .oyal customers



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actimox

= !+*tomer !omm+nicationCommunication O"#ectives

To "*ta2'i*h t&is "rand into t&e A(C;5 COP5 ;(COPD 0 A;S To (sta"lis& as a 1st line drug in A(C;5 COP 0 ;(COPD on a a>>orda"le price

To (sta"lis& as a sa>e in all population group drug5 and not need dose ad#ustment

To esta"lis& (asy to use5 $ast and complete eradication o> "acteria

Communication Tactics

Position Bactimoxas …

;actimo) *T&e FIRST Line therap in A!"B !AP # B"!$PD%.

Rapi& an& 'on()'a*tin( *mptom re*o'+tion in a'' in&ication

Hi(h c'inica' *+cce** rate in A!"B, ABS # !AP.

Bactimox mo&e o1 action i* t-o -a, -hich enhance the action an& 'e**

re*i*tance

Bacterici&a' re*+'t a(ain Gram po*iti/e, "ntero 2acteriaceae, $ther (ram

ne(ati/e

Bactimox i* e11ecti/e A(ain*t MRSA.



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Bactimox– EOK Development

Clinical Meetings1

.TDs

Academic support

O"#ective, to create and sustain a customer t&roug& elivering customer value

nhance prouct offerings

Problem solving capabilities

Provie same bran on less price as compare to competitors

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actimox

L+nchin( in 7 &i11erent Re(ion 8So+th, North:So+th ;J > 1e2 to >4 Fe2

North ;J >4th Fe2 to 7K Fe2

!'inica' meetin( 0 RTD in >

*t

ear !M" acti/it in each +arter in &i11erent cit

ar& pre*entation 2 ?$L 7 per ear

A&& in ma(a@ine in Pharma (+i&e an& me&ica' o+rna'.Pharma G+i&e 8F+'' Pa(e* Ai&:

Me&ica' Ma(a@ine



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Bactimox) Promotiona' Materia'

Print Material

Samples 133 ;o) per SPOs in 1 ?T.

PDA 2 in 2 ?T.

Drop cards 163 per SPOS

Prescription pad / tissue "o)

!all Clock

Doctor letter

C&emist letter

Product aids into medical magaine and P&arma guide

BactimoxPromotiona' !a'en&ar



''

BactimoxPromotiona' !a'en&ar

TR)=>

In&ication, All

Promo Too', 2 PDA /SPO 0 163 Drop card/studyCards / SPOsA/e Samp'e*, 233/ SPO/ 1?T.

Gimmic6

2 .) pad 63/SPO/?T.Acti/it 1 $ormation o> Advisory ;oard2 One %roup Kaunc& (vent / ' .egion '3=83 %Ps5

Kaunc&ing litter to Doctors and P&armacy

TR)=7

In&ication All

Promo Too' 2 PDA /SPO 0 163 Drop card/studyCards / SPOsA/e Samp'e*, 233/ SPO/ ?T.Gimmic6 2 .) pad 63/SPO/?T.Acti/it $ollo up CM(s/.egion

16=23 Doctors %Ps5 P&y5 lecture "y EOK on*Management o> %IT 0 .ole o> AC;(Ss

TR)=3

In&ication, AllPromo Too', Kit5 Prescription pads

A/e Samp'e*, 233/ SPO/ 1?T.Gimmic6,

1Tissue "o) 63 / SOPs / ?T.

Acti/it !ard level presentations, lecture "y Pro> o>t&e unit on relevant topic Q Product presentation

TR)=

In&ication All

Promo Too', 233/ SPO/ 1?T.

A/e Samp'e*, 833/ SPO/ Mont&Gimmic6

.) paid 63/ SPO / ?T.

Acti/it !ard level presentations, lecture "y Pro> o>t&e unit on relevant topic Q Product presentation



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actimox

Kaunc&/ TrainingKaunc&/ Training

MeetingMeetingProduct Manual

Meical bac)groun

Ph!siolog! an anatom!

Patholog! & isease

Pharmacolog! Prouct Profile

ui/ competition

Kaunc& Plan

Mar)et anal!sis

%ction Plan# activities 0ustomer 0ommunications

Detailing practice / competition



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Incentive and motivation Plan



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?uarterly Incentive Sc&eme = Sales $orce

Note

:34 o> t&e target is necessary to @uali>y >or incentive

Incenti/e Amo+nt

>=5 o1 the /a'+e o1 the *a'e in +arter



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;actimo)= ;est Kaunc&ing Aards

7= Rx -ithin a -ee6 – Ta2'et Pa& Phone

>= Rx -ithin a -ee6 – !e'' Phone

Be*t Per1ormer o1 the ear.

Be*t Per1ormer !e'' Phone !erti1icate



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;actimo)= "est per>ormance aards

Per1ormance mea*+rement criteria apart 1rom

tar(et achie/ement

At least 34 o> t&e sale s&ould come >rom prescriptions

Consistency o> t&e per>ormance over t&e @uarters

EOK / loyal prescri"er development

Development o> a speci>ic area o> t&e territory

Product / disease knoledge

Territory customers 0 competitors knoledge

Situational detailing skills

!ork attitude



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Bactimox ill "e mainly promoted to

doctors

!e ill not encourage its OTC sale

;actimo)= Promotion $ocus



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Sales Forecasting



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Bactimox) Sa'e* Foreca*t

Fact*

1. iel orce of 2 3POs $ill launch # promote 4actimox5 initiall! to a pool of 6 octorscomprising

*O+s5 N(5 Ph!sicians & iabetic foot infections5

1. ach 3PO $ill target 7 octors $ith follo$ing monthl! call fre8uenc! benchmar)s:

2 visits to *O+s

2-7 visits to % 0lass 9Ps5 N(5 9Ps

7- visits to 4 0lass 9Ps5 N(5 9Ps

A**+mption* %ssumes One prescription $ill li8uiate one half of commercial pac)

1; of the targete octors $ill give one prescription per $ee) in the first month

; of the targete octors $ill give one prescription in the first month

<; of the targete octors $ill not give prescription in the first month



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;actimo)9 1st year Sales $orecast

Foreca*te& Unit* !ommercia' Pac6* Month => to >7

OTota' 1or ear ) => ; 7,=== +nit*

Months Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Units 2000 1600 1600 1800 1800 1900 1900 2000 2000 2200 2200 3000

MAT 2000 3600 5200 7000 8800 10700 12600 14600 16600 18800 21000 24000



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Bactimox ) P&ysicians Sample Plan

Per SP$ P'anne& Unit* o1 Samp'e Pac6* 1s Month => to

>7

RTotal >or year = 31 - 1::83 units

Per SPO $or year 9 31 - 1673Per SPO >or Mont& - 7:

Total Cost o> Sample >or year 31 - 81827<

Months Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecPack of 2

Tablets 1570 1570 1570 1570 1570 1570 1570 1570 1570 1570 1570 1570

MAT 1570 3140 4710 6280 7850 9420 10990 12560 14130 15700 17270 18840



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Bactimox Ad 0 Pro ;udget



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Financials:Financials:

Profit & LossProfit & Loss



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Bactimox P 0 K +ear=31 "reak=upPack sie M.P TP

6s 876 83'76 Month => Month =7 Month =3 Month = Month =4 Month =E

Bactimox >== >E== >E== >K== >K== 7===

Sa'e* Re/en+e 4E4,74= EE,=== EE,=== 7E,4= 7E,4= K=,4==

CoGs 152,950 174,800 174,800 196,650 196,650 218,500

GP >7,3== >,7== >,7== 43=,>== 43=,>== 4KQ,===

% 73 73 73 73 73 73

Finance Ch 39568 45220 45220 50873 50873 56525

istri!"tion Ch 56525 64600 64600 72675 72675 80750

Ad & Pro 169,575 193,800 193,800 218,025 218,025 242,250

Total Expense 265,668 303,620 303,620 341,573 341,573 379,525

NI >E,E33 >E,4K= >E,4K= >KK,47K >KK,47K 7=Q,4

% 26 26 26 26 26 26

Month = Month =K Month =Q Month >= Month >> Month >7 Year =>

7=== 77== 77== 7== 7== 7E== 7,===K=,4== KKK,74= KKK,74= QEQ,=== QEQ,=== >,=Q,4= Q,EQ=,===

218,500 240,350 240,350 262,200 262,200 284,050 2,622,000

4KQ,=== E,Q== E,Q== =E,K== =E,K== E4,== ,=EK,===

73 73 73 73 73 73 73

56525 62#78 62#78 67830 67830 73483 678300

80750 88825 88825 96900 96900 #04975 969000

242,250 266,475 266,475 290,700 290,700 314,925 2907000

379,525 417,478 417,478 455,430 455,430 493,383 4554300

7=Q,4 73=,73 73=,73 74>,3= 74>,3= 77,3>K 25#3700



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Bactimox $ive +ear P 0 KFi/e Year Proection o1 Bactimox

Pac6 *i@e MRP T.P

4* 4 =3.4

BactimoxTa2'et* Year => Year =7 Year =3 Year = Year =4

Sa'e* Unit* 7,=== 3=,=== 3,=== 4,=== 44,===

% $roth 25 23 22 22

Sa'e* Re/en+e Q,EQ=,=== >7,>>7,4== >,Q3K,4= >K,>EK,4= 77,7=E,74=

CoGs 7,E77,=== 3,7,4== ,=7,74= ,Q>E,74= E,==K,4=

Gross Prot ,=EK,=== K,K34,=== >=,KQE,4== >3,747,4== >E,>Q,4==

GP 5 3 3 3 3 3Di*tri2+tion ch QEQ=== >7>>74= >Q3K4 >K>EK4 777=E74

Finance !h EK3== KK4 >=4>3 >7>K>3 >443K

Ad & Pro 2,907,000 3,028,125 3,286,525 3,633,750 3,775,063Total Exp 4,554,300 5,087,250 5,826,113 6,722,438 7,550,125!et "n#o$e 2,513,700 3,747,750 5,070,388 6,530,063 8,647,375

NI 5 7E 3> 3 3E 3Q



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Moxifloxacin Launching Plan

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