Brand Workshop-EMCURE

4th September 2014

Gopal Prasad, Swati Chaudhary, Arpit Dharia

We will cover the following in the workshop

The Need for Brand Workshop
List of Analytics from Sales and Medical Audit
Key Analytics to be performed every month
Brand Growth Levers

We will cover the following in the workshop

The Need for Brand Workshop
List of Analytics from Sales and Medical Audit
Key Analytics to be performed every month
Brand Growth Levers

What are the expectations from the workshop?

37,474
Brands in Indian Pharmaceutical Industry

Hundreds of companies with large field force

Vying for share of voice from the same customer

Who has limited retention capacity

Moreover, R&D pipelines are drying up

And regulatory hurdles increasing

New Drug Approvals in India
300
250

251

247

258

200
150
100

65

50

50

0
2009

2010

2011

2012

2013

No. of Clinical Trials Approved in India

600

500

500
400

391
325
262

300
200
100

0
2009

2010

2011

2012

2013

This makes BUILDING current brands even more critical..

Which can be aided through sharper FOCUS on analytics to fine

tune strategies

We will cover the following in the workshop

The Need for Brand Workshop
List of Analytics from Sales and Medical Audit
Key Analytics to be performed every month
Brand Growth Levers

IMS provides the information through a collection of

panel stockist extrapolated to the Indian market
Total Sales Audit (TSA)

Medical Audit

Secondary Sales of Pharmaceutical

Drugs
Generated based on ~15 million
sales transactions/month, captured
from a panel of 5600+ authorized
stockists
TSA reports industry sales split by :
Retail
Hospital
Doctor
Market information is available on a
monthly basis, by
Nation
18 states
30 Metros
4 Town classes
Captures
450 companies
~35000 brands
~65000 packs

New Prescriptions of Pharmaceutical

Drugs
Generated from prescriptions of
allopathic doctors practicing in clinics
~700k live prescriptions per month
captured from a panel of 4600
doctors
19 specialties
151 towns
Prescription information is available
on a monthly basis, by
National
4 Zones
Metros & Class 1 towns
Captures
400 companies
~25000 brands
Hospital prescriptions excluded

ANALYTICS FROM SALES AUDIT

Track competition by value
Monthly, Quarterly, Semi Annual, YTD

Market share

Rank in reference market

Incremental value
YOY growth & CAGR
Evolution index
Growth drivers
Volume growth unit growth at
constant price
Price comparison of brands
Pack comparison
Units or counting units
Portfolio coverage - # of SGs prst
Molecule composition

Different strengths
Aging analysis
# of New Molecules launched
Value contributed by NIs
NI importance in our therapy
New molecules
Old Molecule new brand
Line extensions

Acute v/s chronic split

Plain v/s combination
Indian v/s MNC
Launch dates of products
Regional dominance
Town class penetration
Seasonality curve for your reference
market

ANALYTICS FROM MEDICAL AUDIT

Absolute Rx

Rx by Metro & Class I towns

Rx by specialty

Share among handlers

Incremental Rx
YOY and CAGR
Rx by age group of patient
Rx by gender

Dr overlap
Co morbidity
Co indication

By indication

Propensity to prescribe

# of drs writing for category,

competition and brand

Dr reach/potential

Dr & Rx dispersion by specialty

Indication

Molecule preference of specialty

Rx and Dr support for a molecule
% of Rx share from a dr total Rx

Under co indication, preference of

molecule by specialty
What the preferred dosage and
duration for my brand

We will cover the following in the workshop

The Need for Brand Workshop
List of Analytics from Sales and Medical Audit
Key Analytics to be performed every month
Brand Growth Levers

KEY ANALYTICS TO BE PERFORMED EVERY MONTH

Z-Curve

Evolution
Index

Market
Share

Incremental
Trends

Market
Capitalization

Long term, Medium term & short term analysis all in a glance
Scenario 1

Sales are
steady/
Stagnant

Scenario 2

Sales on
upward
trend

Scenario 3

Sales
declining
consistently

Month Sales
YTD
MAT
Dec-13

Nov-13

Oct-13

Sep-13

Aug-13

Jul-13

Jun-13

Brand X

May-13

Apr-13

Mar-13

Feb-13

Sales

Brand X Sales

Jan-13

Dec-13

Nov-13

Oct-13

Sep-13

Aug-13

Jul-13

Jun-13

May-13

Apr-13

Mar-13

Feb-13

Jan-13

Sales

Plot Z-Curve vis--vis market or top competitor to study trends

Brand Y/ Mkt

Brand Y Sales

Super impose z-curve for sales & rxns to understand trends on

both sides

Brand Y /Mkt

Brand X
Brand X Rxns

Brand Y Rxns

Brand X Sales

YTD

MAT

Month

YTD

MAT

Dec-13

Nov-13

Oct-13

Sep-13

Aug-13

Jul-13

Jun-13

May-13

Apr-13

Mar-13

Feb-13

Jan-13

Dec-13

Nov-13

Oct-13

Sep-13

Aug-13

Jul-13

Jun-13

Sales
Month Sales

May-13

Apr-13

Mar-13

Feb-13

Jan-13

Sales

Brand Y Sales

Track monthly incremental market share- Incremental MS

higher than current MS- A Progressive trend

20%

15%

10%
Market Share
Incremental MS
5%

0%
BRAND 1
-5%

BRAND 2

BRAND 3

BRAND 4

BRAND 5

BRAND 6

Evaluate Growth of Brand relative to a market with Evolution

Index

Evolution Index (EI)=

(Brand Growth +100)

(Market growth +100)

Evolution Index > 100 brand growing faster than the market
Evolution Index= 100 brand growing at par with the market
Evolution Index< 100 brand growing slower than the market

X 100

Gauge market captured by a brand in a given geography through

Market Capitalization Index

Market Capitalzation
Index (MCI)=

(Brand Contri in Region/Channel)

(Market contri in Region/Channel)

MCI > 100 brand has capitalized market in the given region/channel well
MCI < 100 brand has potential to exploit potential of the given region / channel

X 100

We will cover the following in the workshop

The Need for Brand Workshop
List of Analytics from Sales and Medical Audit
Key Analytics to be performed every month
Brand Growth Levers

What are the Levers of Growth ?

Levers of Growth- Increase Rxer Base & P/D

1

Rxer Base
Expansion

Rxer Base
DiversificationSpecialties

Within
our
targeted
specialties is our contribution
in sync with the market?

Are there other specialties

who are increasingly taking
up the molecule ?

Is there scope to increase

contribution?

Is
there
any
merit
in
targeting them for our brand?

What is
brand?

P/D

the

P/D

for

our

Is it at par with the market?

Is there scope to increase
returns per doctor?

Step 1- Analyse Rxn contribution across specialties vis--vis

market along with Rxn growth at each specialty to spot trends
CVM

Brand

32%

24%

24%

20%

12%

11%
5%
11%

CP

Card

CVM Rx Gr

G.P.(MBBS)

10%

Diabeto

7%

Neuro

Brand

57
43
34

27

19
16

16

25

11

Step 2- Analyse share among handlers to identify issue at

opportunity across specialties
Total

CP

Card

Diabeto

GP

Brands
P1

P2

P1

P2

Rxer Potential of
3,705,809 4,768,269 1,202,672 1,525,184
Molecule 1 Drs
Brand 1

P1

P2

P1

P2

P1

P2

956,538

1,219,266

556,848

605,155

302,645

389,509

40%

40%

32%

30%

37%

37%

31%

32%

50%

52%

7%

7%

7%

5%

13%

14%

4%

3%

1%

1%

5%

6%

7%

7%

7%

8%

5%

8%

4%

4%

4%

4%

5%

7%

3%

3%

7%

7%

2%

2%

4%

4%

5%

5%

2%

2%

3%

3%

10%

6%

3%

4%

3%

3%

4%

4%

3%

5%

2%

2%

4%

3%

2%

2%

6%

3%

3%

3%

3%

2%

3%

3%

3%

4%

2%

2%

2%

4%

1%

1%

Brand 9

2%

2%

3%

3%

1%

2%

3%

2%

4%

4%

Brand 10

2%

2%

3%

4%

1%

2%

1%

1%

2%

2%

Brand 2
Brand 3
Brand 4
Brand 5
Brand 6
Brand 7
Brand 8

Source: TSA MAT DEC 2013, Medical Audit Dec 2013

P1- 2012, P2- 2013

Step 3- Analyse P/D vs Rxer Base trends to understand way

forward
Y Axis

10

Brand 3

Brand 9

Brand 7

Brand 5

Brand 4

Brand 10

Brand 6

P/D

Brand 1

Brand 2

Brand 8

5
4
3
2
1
0
0

2,000

4,000

6,000
Rxer Base

8,000

10,000

X Axis
12,000

Levers of Growth- Reach Expansion

4

Regional
Expansion

Town class
Expansion

Hospital

Is there any state or zonal

skew
for
a
particular
molecule?
Is there scope to focus more
in
terms
of
certain
geographies?

Is
the
market
evenly
distributed over town classes?
Should we focus efforts on a
particular town class

Channel
Expansion

Doctor

Retail

Are hospitals &/or doctors

emerging as a key player in
certain markets?
Can
we
explore
channels of business?

other

Step 4- Analyse contribution for brand and market across zones and
identify issue / opportunity in terms of Zones

East

100

100

23

25

CAGR
2011-14

13%

100

100

19

21

CAGR
2011-14

Zone

East

North

South

West

MCI

85

142

35

97

8%

Scope to increase penetration in East

and South
Very strong in North and West
North

South

West

37

16

23

35

8%

16

8%

23

Mkt 2011 Mkt 2014

9%

55

50

7%

21

23

7%

Brand
2011

Brand
2014

1%

Step 5- Plot MCI vs EI to identify key markets which require

major thrust
130
Orissa

120

Assam

West Bengal
Mumbai

Tamil Nadu
Uttar Pradesh
Madhya Pradesh

Kerala
110
Maharashtra
Gujarat

210

190

170

150

130

Chennai
Andhra Pradesh100 Punjab/Haryana
110
90
70
Delhi

Karnataka
90

80

70
Evolution Index

Source: TSA Dataset Feb'14 Medical Audit Jan'14

34 9/5/2014

50

Market Capitalization Index

Kolkata

Step 6- Analyse saliency of brand vis--vis market to understand if

there is skewness across town classes and where there potential to
exploit
100

Class I

34

100

32

CAGR
2011-14

7%

100

34

100

34

CAGR
2011-14

TC

Class I

Class II-IV

Metro

Rural

MCI

106

105

85

96

4%

Scope to increase penetration in

Metros

CLASS
II to IV

28

Metro

15

RURAL

24

26

13

28

Mkt 2011 Mkt 2014

7%

29

7%

14

16%

23

Brand
2011

28

2%

11

-2%

27

Brand
2014

10%

Step 7- Analyse if extra urban markets are contributing to

higher growths for market/ competitors
Y Axis

90

CAGR 11-14 Growth of

X molecule Brands at
Rural + Class II towns

85

Rural + Class II Market Growth

80

Brand 10

75
70
65
60
55
50
45
40
35
30

Brand 1

25

Brand 4

20

CAGR 11-14 Growth of

X molecule brands at
Metro + Class I towns

Brand 3

Brand 8

15
Brand 9

Brand 7

10
5

Brand 6 Brand 5 Brand 2

Bubble Size = Size of brand

at Rural Markets

-5
-10

X Axis

-9

-6

-3

12

15

18

21

24

27

30

Metro + Class I Market Growth

36

33

36

39

42

45

48

51

54

Step 8- Rxer / Opportunity Modeling: Brand Y

47%

41%

52%

54%

44%
65%

Metro

52%

59%

Rxns and Rxer contributions

across town classes in zones

Class I

53%

59%

NORTH EAST

48%

46%

WEST SOUTH

56%
35%

NORTH EAST

Mkt Rxns

48%

41%

WEST SOUTH

Brand Y Rxns

aligned to the market

Opportunity to increase
contribution from Class I
towns in East

Metro

49%

51%

56%

56%

51%

49%

44%

44%

Class I
NORTH EAST

WEST SOUTH

Mkt Rxer

45%

55%

58%

56%

57%

42%

44%

43%

NORTH EAST

WEST SOUTH

Brand Y Rxer

Step 9- Analyse saliency of brand vis--vis market to understand if

there is skewness across channels and where there potential to exploit
100

100

CAGR
2011-14

100

100

CAGR
2011-14

Channel

Retail

Doctor

Hosp

MCI

103

74

42

Gwth at retail segment slower than

the market
Retail

Doctor
Hosp

92

5 3
Mkt 2011

92

5 3
Mkt 2014

4%

9%

95

8%
10%

4 1
Hepato
2011

95

3 1

-3%
12%

Hepato
2014

Source: TSA Dataset Mar'14, Medical Audit Feb'14

Opportunity to increase contri at

Hosp segment

Step 10- Analyse if channels other than retail are growing

faster for competitor brands
Y Axis

50

Brand 10

CAGR 11-14 Growth of

Atorvastasin Brands at
HSA+DSA

45

HAS+DSA Market Growth

40
Brand 3

35
30
25
Brand 9

20
15
Brand 1
Brand 7

10

CAGR 11-14 Growth

of Atorvastatin
brands at SSA

Brand 2
Brand 4

Brand 8

5
0

Brand 5

Brand 6

-5

Bubble Size = Size of brand

at HSA+DSA

-10

X Axis

-9

-6

-3

12

15

18

21

24

27

30

33

SSA Market Growth

Source: Sales Audit TSA Jan 2014, Medical Audit Jan 2014

39

36

39

42

45

48

51

54

57

60

63

Levers of Growth
7

Indication
Expansion

Which are the indications in

which doctors are preferring
the molecules?
Does our PI allow us to
expand into other indications
& leverage the opportunity?

Life Cycle
Management

Are there any key markets

which we can tap through line
extensions ?

Trade
Interventions

What are the trends for bonus

offers in the market?
How much entrenched is this
concept with the competition?

Step11- Identify top indications for which the molecule is Rxed & top
5 brands in each indication to understand key issues & opportunities
7

Proj Rxns

Avg Rxers
(000)

P/D
2014

Rxn
Gwth

Rxer
Gwth

P/D
Gwth

Brand 1

641,295

10

Brand 2

240,143

Brand 3
Brand4
Brand5

182,951
161,287
130,125

3
3
2

5
5
5

-10
-3
-7

-10
-2
-18

0
0
0

Proj Rxns

Avg Rxers
(000)

P/D
2014

Rxn
Gwth

Rxer
Gwth

P/D
Gwth

79,803
77,874
63,495
48,246
36,387

2
1
1
1
1

4
4
6
6
5

-5
18
-18
24
30

0
7
-8
6
7

0
0
-14
20
25

Proj Rxns

Avg Rxers
(000)

P/D
2014

Rxn
Gwth

Rxer
Gwth

P/D
Gwth

5
3
18
5
-11

11
12
40
15
20

0
0
-20
-20
-29

Top
Indication-1

Brand

Anaemia

Top
Indication-2

Brand

Brand 1
Brand 2
Brand 3
Brand4
Brand5

Top
Indication-3

Acute URTI

LRTI
Source: TSA Dataset Mar'14, Medical Audit Feb'14

Brand

Brand 1
Brand 2
Brand 3
Brand4
Brand5

52,486
48,262
35,137
18,386
16,520

1
1
1
0
0
2013

7
4
4
4
5
2014

Step 12- Tracking new launches in interest market & estimating our
capability of capitalizing on the same
Tracking of new launches by competition to be done on a periodic basis
New Launch GO/ NO GO Decision Grid

Step 1

Step 2

Step 3

Step 4

Value of Reference
Indication

Value of Reference
Market
Average
Launch year
value of top
2-5 brands
in ref. mkt
Projected
val & MS
for our
brand

Parameters

Values

CP assumed '@ Rs.

PTS calculated (Rs.)

MRP assumed (Rs.)

% GC

No. of Units to be sold/ yr

xxxxx

No. of Units to be sold/ mnth

xxx

Expected PCPM

xx

Step 13- Track if bonus offers are entrenched in the market; co-relate
the bonus offers with sales changes
Bonus Offer 2013
Brand 1
91

Brand 2

91

Brand 3

91

91
64

50

50

50

50

49

91

91

91

59

58
48
40

39

Jan-13

3.0
2.5

2.0
1.5
1.0
0.5
0.0

Feb-13 Mar-13 Apr-13 May-13 Jun-13

Jul-13

Sales 2013

Aug-13 Sep-13 Oct-13 Nov-13 Dec-13

Levers of Growth
10

11

SFE Measures

Are the sales executives

meeting the most doctors for
our brands?

12

Awareness

Compliance

What are the awareness

levels
regarding
the
indications you are catering
to?

Is the compliance up to the

desired levels?

This can be found out through

Primary Research

A Primary research can be

commissioned to understand
the same

Step 14- Analyse if your FF is meeting the right doctors for

your brand
Consulting phy- (12,323 vs 5679)

P/D
LY

10

CY

42

46

LY

CY

Rxer Reach
20 22
13

17

17 17

13 13

12 11
5

10 11

11

10

56
51

Rxer Potential
35 34
26

30
22 23

16

19

17

16 17

15 16

17 16

Brand 7

Brand 8

Brand 9

Brand 1

Brand 2

Brand 3

Source: TSA MAT Medical Audit DEC 2013

Brand 4

Brand 5

Brand 6

13

16

Brand 10

Other Parameters which can be seen in Rxn audit

Information

Measures

Can I promote more than 1 drug?

Co-Rx

How can I target my drug to have multiple

benefits?

Co-Indication

Do I have the required Rxbers writing for

my company but not for my brand?

Doctor Overlap

What is the degree of overlap between my

brand Rxbers and my competitor Rxbers?

Doctor Overlap

How loyal are my doctors to my brand?

Doctor overlap

Thank You