PLUTO A NEW HOPE FOR RESISTANT AND INTOLERANT PATIENTS

Menattallah Elserafy Mohamed Swilam Mona Elkhateib Ola Elgamal Rana Khamis

EXECUTIVE SUMMARY

• Being the third leading company in Egypt, and for it’s passion and commitment to patients, Novartis has launched the FDA approved Pluto for it effectiveness, safety and tolerability for CML resistant and Mirac intolerable patients.

• Our goal is to achieve 75% of the market share within the next 5 years reaching a total of 16.6 million L.E allowing us to continue research for the patient’s welfare.

ENVIRONMENTAL ANALYSIS

SWOT analysis

STRENGTH

Patient’s trust in Novartis.

Experienced R&D employee.

Compliance due to easy route of administration (400 mg PO bid)

CONT.

In comparison to Mirac: It has higher affinity. It has higher Plasma concentration. Tolerable side effects. Effective in Mirac intolerant patients. Effective in resistant CML.

WEAKNESS

Has side effects (hematologic and nonhematologic AEs).

High monthly cost (1500 L.E)

OPPORTUNITIES

Patient resistance to first line treatment.

Increased patient awareness about their condition.

Increased physicians awareness about CML.

THREATS

Emergence of resistance. Marketed competitive drugs. Small market ( 20% of CML patients). Becoming unaffordable Late diagnosis and noncompliance to

treatment due to high level of illiteracy.

STRATEGIC OBJECTIVES

Mission Statement:

• Our mission is to become the PRIMARY SUPPORTERS of resistant and intolerable CML patients by providing the best available treatment, psychological support and helping Pluto to be affordable to all patients.

STRATEGIC OBJECTIVES1) Achieve a market share of 75% of the resistant and intolerable CML treatment.

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4) Complete phase 4 trials within 2 years to increase the company’s credibility

Strategic objective

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5) psychological support-

compliance

6) Ensure the community that Novartis reaches

out for the patient benefit

7) hematologists awareness treatment

8) Society awareness

fund for the CML patients.

STRATEGY FORMULATION1) Pluto Offerings

Compared to 1st Generation:

• affinity.• Plasma concentration. •Tolerable side effects.•Effective in intolerant patients.•Effective in resistant CML.

Compared to other 2nd

Generation•Lower A.Es•Given 2x daily instead of 4x incase of Dasatinib•Rapid and durable response

POSITION

Pluto has high tolerance and effective against resistant CML

STRATEGY FORMULATION2) Stakeholders

Hematologists & Oncologists

Cancer institut

es

Large Pharmacies & hospital

pharmacies

Health Insura

nce

3) Market segmentationSTRATEGY FORMULATION

market

Institutions:-Army hospitals

-Cancer hospitals in EgyptNasser institute

Private clinics: 50

Hematologists & 400 Oncologists

4) MARKETING STRATEGYInstit

utions

•7 % reduction in prices•Abroad meeting for hematology unit head.•Distribute detailing aids as posters, flyers & brochures.

Private

clinics

•Field Force•Local congress•Detailing aid•Advertisement at medical magazines

PATIENT CARE

Psychological support

Increase Awareness of

Community aboutCML

Make the drug affordablefor poor patients

We put our patient first

PSYCHOLOGICAL SUPPORT

Build a bridge between CML resistant and intolerant patients and caregivers.

- create a club for CML resistant and intolerant patients on CML Egypt website. (inspired by CML earth)

HugHi five

Share feelingsYou are not alone

PSYCHOLOGICAL SUPPORT (CONT.)

Awareness campaigntwice annually to educate the community about CML

to gain its support

Cancer society (NGO)

MAKE THE DRUG AFFORDABLEFOR POOR PATIENTS

Cancer society link and bank account for donations on CML Egypt website

Get the drug 4 timedand the 5th time

for free to support patient’s compliance

MarathonRaise money to

provide drugs for poor patients

ACTION PLANEnd date Start date Responsible

person Activity description

Activity name

5 years NOW Field Force For marketing of the drug

Contacting and visiting physicians

5 years NOW Sales department

Distribution to hospitals and pharmacies

Distribute drug

2 years NOW Clinical research department

Carry on phase 4 trials

Clinical trails

5 years NOW Marketing and sales

Organize conferences, contact NGOs for events

Marketing: Flyers, posters, aids

Events organization

ACTION PLAN (CONT.)End date Start

date Responsible person

Activity description

Activity name

5 years NOW IT Counting the number of visitors of website and facebook groups and events

Internet activity

5 years NOW Cancer society Check availability of drug for every patient, their health and psychological status after treatment.

Surveys and contact patients

5 years NOW NGO Donations collection for CML patients

Pluto affordability

DETAILED PROMOTION PLAN

Over the 5 years:

- Advertise in medical magazines

- Detailing aids worth 50,000 EP/ year as flyers, brochures and posters containing info on Pluto’s efficacy, side effects, Drug interactions, contraindications & pharmacokinetics.

-7% discount to institutions and wholesalers.

- Flyers & medical representatitives to 30 health insurance companies & 3 large wholesalers.

First Year

•1) Institutions:•- Abroad meeting for 3 hematology unit heads in cancer hospital & Nasser institute. •2) Hematologists &Oncologists:•- 2 medical representatives will visit the most famous 20 hematologists 3X/ month, •the other 20 hematologists 2X/month.

•- Invite most famous 12 hematologists in Egypt to local congress•Gifts

Second year

•1) Institutions:•- Abroad meeting for hematology unit heads in cancer hospital & Nasser institute. •2) Hematologists &Oncologists:•- 2 medical representatives will visit the most famous 20 hematologists 3X/ month, •the other 30 hematologists 2X/month.•the most famous 20 oncologists 3X/ month,

•- Invite most famous 40 hematologists in Egypt to local congress

Third Year

•Local Congress for 50 hematologists & 30 Oncologists

DETAILED PROMOTION PLAN

FINANCIAL PLAN

Year 1: Sales: 320 x 0.3 x 1500 x 12= 1 728 000 LE

FF: 2 Medical Representatives (60, 000 LE) + District

Manager (50, 000 LE) = 110, 000 LE

Promotion:• Local Congress ( 2, 000 LE x 20 x 2= 80, 000

LE)• Abroad Meeting (20, 000 x 3 = 60, 000 LE)• Detailing Aid (50, 000 LE)• Gifts ( 20, 000 LE)• Medical Magazines (10, 000 LE)

FINANCIAL PLAN

Phase IV: 150, 000 LE

Total Costs= 480 000 Total Sales= 1 728 000

ROI= 1 728 000 / 480 000= 3.6

FINANCIAL PLAN

Year 1 Year 2 Year 3 Year 4 Year 5 Total

Sales 1,728 000

2, 592 000

3, 456 000

4, 032 000

4, 820 000

16, 628 000

FF 110, 000 110, 000 140, 000 140, 000 140, 000 640 000

Promotion

220, 000 250, 000 360, 000 420, 000 460 000 1, 710 000

Phase IV

150, 000 150, 000 -----------------

------------------

-------------------

300, 000

ROI 3.6 5.08 6.9 7.5 8.133 6.27

FINANCIAL PLAN: SALES

0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 5.50

1000000

2000000

3000000

4000000

5000000

6000000

Year

Sales

KPI ( KEY PERFORMANCE INDICATOR) variable indicator

The drug use Market share by IMS Sales tracking

Survival rate Follow up survey done by a 3rd party

Customer Satisfaction SurveySales revenue

KPI)

Variable Indicator

The drug use Market share by IMS Sales tracking

Survival rate Follow up survey done by a 3rd party (Cancer Society)

Customer Satisfaction SurveySales revenue

THANK YOU