ORION PHARMA LTD.

Marketing Division
Head Office Message for June 2017

To All Field Colleagues

Assalamu Alaikum and very good morning. We are just at the peak of pharma market. The peak
is ornamented with the highest level of Rx and Sales as well. Moreover, June17 is depicted with
the Holy Ramadan & Eid-Ul-Fitre. These will lead to not only fewer working hours but also
fewer working days. Every step in this month must be very calculatedly cautious &
customized.

Advance Eid Mubarak to all of you, your family members & your valued customers. Before
going to Eid vacation you have to be more careful regarding the safety and security of your
personal belongings & companys assets like Motor Cycle, promotional materials etc. Moreover,
you should take special care for your safe and secured journey.

01. Mindset towards Rx Snaps

OPL considers Rx Snap as one of the important criteria not only for performance analysis but
also for any sort of Donation approval. Despite this importance, some field colleagues have
become over smart being aloof from the Rx Snaps. Hence, the Rx snap scenario has become very
much frustrating recently:
There are a number of territories with Zero Rx Snaps day after day
There are a number of DD, with Zero Rx Snaps almost round the month

But all of us must understand that Rx snaps will never become obsolete in OPL and its
importance will increase day by day. Please set your mind and act accordingly.

02. Daily Analysis of Star Brands, Focus Brands and New Brands

Despite repeated reminder for improving the performance with our Star Brands, Focus Brands
and New Brands, most of us still have a substantial gap in daily analysis of target and sales of
Star Brands, Focus Brands and New Brands. Many of us are nor even aware of the target of our
Star Brands, Focus Brands and New Brands. And consequently, the return from these brands
against their promotional expense is very frustrating. From now and onwards, it is a must to do
analysis of target and sales of Star and Focus Brands in the Starting Point daily. To do the
analysis, we are giving you he Format for Product Analysis. Please practice the analysis weekly.

03. Rx Snaps from Top 20 Doctors of Area

Already you have a complete list of Top 20 Doctor from every Area with DVR updated with
them accordingly. But the Rx Snap Scenario of these Doctors is very disappointing. Most of the
Top 20 Doctors are having Zero Rx Snaps for the last full month. Now is the time to work
seriously to improve the Rx Snap Scenario.

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04. Rx Snaps and 4P Share from Donation Doctors

We always belief that Donation Doctors play vital role in every territory. In most of the cases
this belief remains stronger before fixing the Donation. As time passes, this belief started fading
away and eventually losing our concentration leading to very disappointing Rx Snaps and 4P
Share. Followings data depicts the morbid scenario of Regions having Zero Rx Snaps from the
Donation Doctors round the month:

Region BB Bar Bog Chw Com Cox Ctg-A Ctg-B Dhk-A

0 Rx Snap DD 21 20 25 9 5 18 11 36 11
Region Dhk-B Dhk-C Dhk-D Din Far Feni Jes Khul Kush
0 Rx Snap DD 17 14 18 7 29 20 14 3 5
Region Moul Mym Nar Raj Rang Syl Tan
0 Rx Snap DD 6 17 19 14 2 25 8

In such morbid condition, is it sane and prudent to continue the Donation? Please be awake, we
are in a very critical condition with such types of Donation.

05. Maxical-Now under the Same Umbrella

With a view to bringing all our Calcium preparation under same umbrella, we have decided to
go for changing the brand name of some of our Calcium brands. Followings are the new brand
name:
SI Existing Pack New Brand
Generic Name
# Brand Name Size (Justification)
Maxical (Generates
01 Bonec Calcium 500 mg 10X10s
Maximum Calcium)
Maxical-D (Maxical
02 Maxical Calcium 500 mg+Vit D3 200 IU 30s
with Vitamin D)
Calcium 600 mg+Vit D3 200 IU+Vit C Maxical-M (Maxical
60 mg+Vit E 15 IU+Mag 20 mg+Zn 7.5 with Minerals)
04 Maxical Plus 30s
mg+Manganese 1 mg+Boron 250
mcg+Copper 1 mg
Maxical-Dx (Maxical-
05 Maxical Dx Calcium 600 mg+Vit D3 400 IU 7X4s D with double
Strength (X)

Please note that the stock of Maxical Tablet with code of M30 & M15 & Maxical plus Tablet with
code of MXP already available must be nil through invoicing by 10 th June 2017.

All of you are requested to start invoicing the Maxical-D (Calcium 500 mg+ Vit D 200IU) &
Maxical-M (Calcium 600mg+ Vit D 400IU+ Magnesium 20mg+ Manganese 1 mg+ Zinc 7.5mg+
Boron 250mcq+Copper 1mg+ Vitamin C 60mg & E 15IU) from11th June 2017.

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06. Please Promote Palostor for Prescription with Preference (5P)

Despite having huge scope and comprehensive promotional effort, we are frustrating our
management in the second month of Palostar. Its sales in the second month have come down to
50% of its shelving months.

As on 26th May, the Top 10 Areas are Naogaon, Gopalgonj, Barisal B, B. Baria-A, Chatkhil,
NEMCH, Bhanga, Srremongal, Shariatpur & Chuadanga. Thank you for your effort. Please keep
it up.

The lowest performing Areas with less than 1 box Palostar/MPO are fBottom Area for Palostar
are: Naogaon, Gopalgonj, Barisal B, B. Baria-A, Chatkhil, NEMCH, Bhanga, Sreemongal,
hariatpur, Chuadanga, Bhola, Borguna, N.gonj B, Sonargaon, Gouripur, Dinajpur-B, N.gonj
A, Barisal A, Modhupur & Maizdee-A. This is very frustrating. Now, is time to revive
Palostar. Hence, the slogan goes on, Please Promote Palostor for Prescription with Preference
(5P).

07. Maximox-Use its Potentials

Despite having the huge market potential of Moxifloxacin (58% growth, IMS 1st Q 2017), we are
not doing well with our Maximox. If it continues in this trends we will be nowhere in the
competition.

The current sales scenario of Maximox is very frustrating with only 4 boxs sale per MPO which
was 11 boxs in launching month. This is due to lack of planning of promotional material
utilization & infrequent target doctor visit & monitoring.

Moreover, in April17 promotion you already got on an average 9 CC sample, 10 pcs SC & 2 pcs
pen. For June17 promotion you will get 9 CC sample, 10 pcs SC & Tilda Bashmoti Rice. To
overcome this situation, please ensure at least 4 Rx/week/MPO from single doctor which will
ensure at least 10 boxes sale of Maximox per MPO.

08. ICC Promotion

ICC Champions Trophy 2017 is the most exciting cricket event in June and for the first
time Bangladesh is playing in this event. So all the Bangladeshi people will be very
enthusiastic about this tournament. We, on behalf of Orion Pharma offering three
promotional items highlighting this important event.
PPM Target Customer
Desktop Fixture For Specialist and qualified doctors
For qualified doctor such as internee doctor,
Cricket ball shapes Pocket Fixture
emergency doctors etc.
Fixture Showcard For mass people coverage, RMP, PC, DCC etc.

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You are highly advised to distribute all the PPM as soon as possible you get the items as
the event will start from June 01, 2017. Detail the highlighted products which are
printed in the Fixture PPM and generate Rx on favor those Brand.

09. Follow up the Prescription before and after Visit

Our recent market visit reveals that most of the cases, we do not wait in the Doctor Chamber to
follow up the prescription from the Doctors visited or to be visited. To know the prescription
profile and to know the output from the visit, there is no alternative to see the Rx before and
after visit. All concerned should observe the Rx accordingly.

10. Ramadan Requires Special Drive and Customized Visit Plan

With the commencement of the Holy Ramadan, the scope for some products like Exor, Novelta,
Procap, Oclazid, Ormin, Frulac, Rovex, Fenocap, Lipex, Azalid Truso, Tendonil has increased a
lot. Please keep in mind that emphasis on the promotion and prescription of these products
from the very beginning of June will certainly boost up their Sales and Rx in Ramadan.
Moreover, since in Ramadan the practicing time for Muslim Doctors changes due to Iftar and
Tarawee, please customize your Visit Plan and Tour Program accordingly. Since the in Ramadan
working day is less but Samples, PPMs & Gifts have not been reduced, the expected frequency
of visit is 12 Doctors/MPO/Day.

11. Eid-ul-Fitre-Demands Desperate Sales Plan

In June, the working days will be almost one week less due to Eid-Ul-Fitre. In fact, from the
second half of June, the Doctors and Chemists will be in the outgoing mode leaving a
downtrend in the market. Hence, all of you are requested to prepare your sales plan giving the
highest stress with 60% of total target by 10th of June and work accordingly.

12. Official Mobile Phone-Must NOT be Switched Off

Very frequently, we are finding some filed colleagues having their official mobile phone
switched off. This is very unfortunate. From now onwards, switching off the official mobile
phone will be treated as violence of official roles.

13. Revised TA/DA-An Opportunity for Expanding the Market Coverage

With a view to expanding the market coverage, we are going to revise the TA/DA. The
periphery markets in most of the cases remains uncovered due to, as you thought, higher fare to
commute. More specifically the objective of revising the TA/DA is to boost up the order value
and Rx even from the difficult-to-reach periphery. Please grab the opportunity and increase
your Sales & Rx accordingly.

14. Weekly Breakdown of allocated Samples-Still there is gap

Instead of receiving promotional materials in two phases, we have been receiving the same in
one phase provided that these will be sorted and divided in 4 weeks. Though we have been

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working in this manner for more than 1 year, still there is huge anomaly in assortment and
division of promotional material. Hence, the MPOs are working erratically with in the last week
with minimum or no sample deviated from actual plan. From now onwards, this sort of
anomaly will be taken seriously into consideration.

Message to TC/AMs/ACs/RSMs

01. Mindset towards Rx Snaps

Despite the importance of Rx Snaps, some AMs have become over smart being aloof from
monitoring the Rx snaps of the MPOs. Hence, the Rx snap scenario has become very much
frustrating. But all of us must understand that Rx snaps will never be obsolete in OPL and its
importance will increase day by day.
It will all become clear if we show the flashbacks. Just one year back, all AMs/RSMs were to
send 20 Rx Snaps/day. Considering Rx Snaps sending as an obstacle for monitoring the MPOs
Rx Snaps, management waived you from the responsibility of sending Rx Snaps by yourself on
condition that you would ensure the Rx snaps your team members.

But what now has happened is clear. There is merely few RSM and AM who are monitoring
this. This is very frustrating. Please monitor your team members Rx Snaps every day and night
and follow them up next day regularly.

02. Revised TA/DA-An Opportunity for Expanding the Market Coverage

To ensure better market coverage and to develop the junior colleagues, the TA and DA has
revised from May 16, 2017. During work with junior colleagues, AM must have to ensure the
following activities
Highest number of snapshot of prescription of that colleague on that day.
Follow up of indoor treatment sheet of THC/Sadar Hospital/ Medical College
hospital.
Highest number of order securing on that day (if the day is order sending schedule)/
highest number of chemist visit.
From now and onwards, it is mandatory for all AM to keep at least 04 (Four) night halt program
in the outside territory. Any deviation in this regard will not be accepted at all. During night
halt at outside territory, the AM must have to perform the following activities----
Physical stock checking of S/MPOs
Checking of DVR, DCR, sample statement and gift distribution list.
Discussion on action plan and PPM discussion.
If any deviation/ anomalies is observed in this regard, strong administrative actions will be
imposed against the concern personnel.

03. Punitive Action against AMs, for the anomaly of Sample Usage by MPO

Instead of receiving promotional materials in two phases, we have been receiving the same in
one phase provided that these will be sorted and divided in 4 weeks. Though we have been
working in this manner for more than 1 year, still there is huge anomaly in assortment and
division of promotional material. Hence, the MPOs are working erratically with in the last week

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with minimum or no sample deviated from actual plan. From now onwards, this sort of
anomaly by MPOs will be taken seriously into consideration. The concerned AMs will be under
strong administrative actions.

04. Utilization of Promotional Gift in Presence of AM/AC/RSM

We have been increasing not only the number but also the value of promotional gifts. To
pinpoint the utilization of gifts i.e. Right Gift to the Right Doctor, presence of AM/AC/SM is
very important. From now onward every gift has to be handed over to the Doctors in presence
AM/AC/RSM concerned.

05. Punitive Action due to Poor Monitoring

Due to poor monitoring activities and lack of involvement in the market, Mr. Sheikh Md. Hasan
Area Manager, Shibchar, under Faridpur region has been separated from OPL. So all of you are
advised to be more involved, active and aggressive in the market for ensuring maximum output
and transparency at all level.

Message for AC/RSM

Our Regional Sales Managers is the commandant of the region and management has enough
expectations from your end to ensure discipline in your region by yourself involvement and
from your junior colleagues. But very unfortunate to share you that for your lack of monitoring
following deficiencies are observed.
Irregular of DCP writing by FFs.
Sample statement writing by FFs is irregular.
Gift distribution is irregular/ haphazardly used.
Very poor monitoring of star and focus brands.
Area Managers are not writing fortnight report regularly.
AMs are not doing night halt even they are changing the night halt tour program
without any valid reason.
Lack of checking of physical stock of promotional materials at MPO residence by
AMs.
Irregular checking of papers by AMs.
Lack of in time reporting at reporting place by yourself and Area managers.

From now onwards, you are advised to do close monitoring of above activities by your Area
managers on a regular basis.

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