Bradford University

School of Management
DL MBA 2011

Marketing
MAN4042M
Assessed Coursework

PROTELOS MARKETING PLAN

Student:

Ahmad Al Mwakeh UB No.: 09034736

Tutor:

Keith Hanning Group A

PROTELOS MARKETING PLAN

1. Terms Of Reference Osteoporosis is a prevalent disease in the world especially in countries with high life expectancy and modern life style; it is characterised with low bone mass and deterioration in bone micro-architecture which leads to fragility of the bone and fractures, which happens with postmenopausal females in higher prevalence. The market of Osteoporosis in Saudi Arabia is big and characterised with low number of products and high number of population which make it very attractive market. This marketing plan is about Protelos which is a bone forming agent that has indication in postmenopausal osteoporosis. Protelos a new product by Servier which is a French Pharmaceutical company, the geographical area is Saudi Arabia which has three regions (western, Central and Eastern) and it is for lunching of Protelos. 2. Executive Summery

This report put the lunching program for Protelos in Saudi Arabia, where are aiming to be market leader with 4 years. This marketing plan has been developed taking in consideration the trends of the markets and this report contain the PEST analysis, information on market segmentation, targeted market, SWOT analysis , competitors analysis and competitive advantage. It also contain the per and post lunching phase with list of activities and budget.

3.

Business Mission

We see Servier as a one of the companies in health care market will take the opportunity with Protelos in Osteoporosis segment. In the long term, our vision is to make Protelos as the best choice amongst all relevant specialties for treatment of osteoporosis in females whatever the age or severity of the disease. As our business is healthcare business which focused on the efficacy and safety of the medications by making the first thing to come in the mind of the doctor should be formation of new and strong bones, 2nd point doctor should remember related to safety and easy to take Protelos . Our objective is to make Protelos number one product by units and prescriptions in KSA in postmenopausal osteoporosis market in 3-4 years time with market share should be more than 40% versus our competitors like Alendronate, Raloxifene and Calcitonin.

4. a.

External Marketing Audit Macroenvironment PEST:

1. Political: Regulatory bodies (registration, pricing committees) Protelos is registered in ministry of health and legalised for marketing in Saudi Arabia and priced for 230 SR (38 ). (1 = 6 SR in average).

2.Economic: The Kingdom is living a very important period of development in all aspects especially the health care sector, which is considered a sector that governed by government by independent programs like ministry of defence programs for its employees or through ministry of health which cover the Saudis. At the same time the Private sector is cover the needs of residents of non-nationals through compensatory insurance. 3.Social: Saudi Arabia has a 26 Million population include 5.5 Million non-nationals with life expectancy at birth of 74 years, and median age of 25 years. (CIA - The World Factbook, Accessed 26/3/11) 4.Technological: To recent time the only technology to diagnose osteoporosis was (Dual-emission X-ray absorptiometry) DXA (cost of device 35000 ) which is a sophisticated device with need to expert to operate and it is only available in half of medical centres, but recently a new technology is available by (ultrasound densitometry) UDM, which represent an easy and cheaper way (cost of device is 6500) to screen the patient and follow up the treatments.

b.

Microenvironment 1.The Market

The market for anti osteoporotic drugs is quite big. The turnover of the market is around 33 million SR (5.5 m ) with a growth rate of 11%. What is probably more interesting about this market is that it mostly comprises of three main drugs namely Alendronate (MSD), Raloxifene (Elli Lilly) and Calcitonin (Novartis). Another fact is that all the three drugs belong to three different classes   Alendronate belong to class M05B which is bone calcium regulators. Raloxifene belongs to class G03H which is other sex hormones and similar.

Calcitonin belongs to H04A which is Calcitonin.

The addition of Protelos will also be addition of a new class.

Market Value for Osteoporosis
35 Value in millions 30 25 20 15 10 5 0 Mat 5 Mat4 Mat3 Mat 2 Mat1 22.035 25.32 25.086 24.031 32.645

Chart I: Five year analysis of the sales of osteoporosis market depicts that market is on strong growth despite a weak year in between. Growth is mainly because of Alendronate and has been very strong in last one year. The strong growth could be because of increased awareness among the doctors and the patients as well.

e value by P o duc s

20 18 16 14 12 10 8 6 4 2 0 M at 5

V alue in m illions (S

M at4

M at3

M at 2

M at1

Chart II: Market analysis by product shows that its just last two years that Alendronate has crossed Calcitonin to take the first positions. Also that growth of Alendronate has only been phenomenal during last year.

BONE CA REG CALCITONINS SERM S

Market by Prescriptions
70000 60000 50000 40000 30000 20000 10000 62791 58165

Mat 1 2069619071

O H

X HO

Chart III: Prescription analysis clearly shows that Raloxifene is the market leader in prescriptions by far. This graph also shows us the discrepancy between RXs and sales as price for Alendronate and Raloxifene is approximately same.

Prescr

dsr

3% 26%

22% 64 or more 55-64 40-54 others 49%

Chart IV: Finally the chart about the age distribution for prescriptions of anti osteoporosis drug. It is worth noting that around quarter of the prescription are in age below 55 which may support the idea of having osteoporosis at early age in KSA.

   

    

 

L I O I



39770 32157

The di t i ti

of prescriptions is also interesting

RXs b
13% 1%

14% 50%

22%

Chart V: Half of the prescriptions are from the orthopaedist doctors followed by GP, Gynaecologists and finally the internal medicine doctors.

2.Competition a. Quantitati e analysis (brand rank, market share & growth [units, PTYs, R s], daily cost IM Q4, 20 0 shows that there are fi e major brands in this market belonging to three classes. These are Alendronate, Raloxifene, Calcitonin, Li ial and Calcitec. But as main Rx are for first three names, so we will discuss them for future discussion

25%
17%

58%

Fosamax

Miacalcic

Chart I: The total units sold are 208000 with a growth of

% . It s very apparent that Alendronate is the leader

by far in units as it contains around 58% of the units totally sold in the market followed by 25% for Raloxifene and 7% for Calcitonin. The growth is 39% for Alendronate, - % for Raloxifene and - 9% for Calcitonin.

"

"

# ""

%& % $

pr scr b rs

Orthopaedics GPs GYN IMs Others

Evista

"

b) Qualitative analysis (actual brand positioning) Despite there are only three major brands in this market, it amazing that they have a contrasting difference in their brand positioning. This is very evident from their promotional material and is reconfirmed by the survey we have conducted. Alendronate (FOSAMAX) is perceived to be the most effective medicine. From the survey, its apparent that Drs believe it to be highly effective so when it comes to treatment of complicated cases, it outruns its competitors by far. Doctors see it as a very effective product, although lately, they have some reservation about its safety profile. In the same survey, around half of the doctors have concerns about long term use of Alendronate although it does not reflect very much on the prescription behaviour. These doctors can be the prime target for us as they are all high prescribers with high potential and good knowledge level. The digestive problems make the compliance factor more evident. IMS data shows that it is the favourite drug for orthopaedist and IM. Raloxifene (EVISTA) is the favourite drug for Gynaecologists and GP, partly because its a hormone like therapy and Gynaecologists are very comfortable with this class of drugs. They consider it as an oestrogen replacement therapy without the problems of oestrogen. There is concern about occurrence of VTE (Venous Thrombo Embolism) with the drug. Raloxifene is perceived to be weak medication. Lately they have started talking about the bone quality issue. The proof they are providing to the doctor is that as they suppress the bone turnover less than Bisphosphonate so they are better for quality of the bone. Even the survey showed that Doctors prefer Raloxifene for patients with osteopenia mainly for prevention but when it comes to treatment, they prefer Alendronate. Promotional analysis (field sales structure, media mix, share of voice): Promotional analysis for the competitors is quite interesting for us. Following is the sales team analysis for two major competitors i.e. Alendronate and Raloxifene. The segmentation is done on the basis of public or private sector. Lets see them one by one

Diagram I: Total number of medical representatives is 10. Average list of each MR is around 100 doctors. During survey, it was found that doctor see MSD as a very supportive company and their MRs as highly professional. Satisfaction level with MSD as a company and its MRs was very high. When we look at Raloxifene, we see around a comparable arrangement.

Diagram II: Total number of medical representatives is 9. During our survey it was found that Doctors see Lilly as a very supportive company and its MRs as very professional Overall, they have around 9 Medical representatives with major responsibility for their product. But one thing to be considered, that they are mainly working for these products or these are the main priority for them Both our competitors believe is very strong promotional activities. Some of the activities done by these companies include They are Sponsoring Drs for international meeting. Both companies have slots in all international meeting for the doctors. According to market feedback, they can even sponsor some doctors who come with some proposal for some meeting. They are quite supportive in this regard.

Other activities include      Meeting with international speakers Meetings with local speakers Sponsorship of meeting Books and other medical support Sponsorship for literature publication in big hospitals

When we talk about the share of voice, somehow Alendronate has a bigger share. It might be because they were the first drug in this segment and they created the awareness for the disease or because they are actually very active and believed to be the most effective amongst all drugs. The threat of new entrants: There is threat for entrants of new of generic Alendronate to the market as its patency will end within 2 Years, this represent a threat as it will increase of share of voice and Activities with the customers for Alendronate. In addition to that new molecules may enter the market like Acalasta For Novartis despite that it stills another Bisphosphonate like Alendronate but with different route of administration and dosing. 5. a. Internal Marketing Audit Operating Results:

The marketing structure for Protelos will consist of the Product Manager (PM) and 12 Medical Representatives (MR). In each Area there will be one of the MR responsible for managing the local activities (presentations) and gathering the market feedback and consolidating it in order to send it as market feedback of the region this special assignment will called Product specialist (PS). The recommendation is to give Protelos to Team A. Team A will have two products Protelos, and Daflon 500. The specialities visited by them are END, IM, GP, GYN and SUR. GYN and SUR they are visiting only for Daflon 500 mg.

Addition of Protelos means the addition on new specialities like ORTH, RHEU. The number of med reps for us in team A is 12 MRs. Very important fact is ensure a high team motivation for proper launch of Protelos b. Strategic Issues Analysis 1.The company market objective is to make Protelos as a market leader in osteoporosis market within 3-4 years from the launch with market share 40% of the total market. 2.The targeted segment of market according to patient's age is 55-64 years old, who will be considered in term of the marketing communication and message. In term of targeted doctors to prescribe Protelos, orthopaedists represent the biggest slice with 50% of the potentiality of the market, who represent the main segment in term of activity of the team. 3.The main competitive advantage of Protelos over the current treatment is listed analysed in the graph below:
Short term Efficacy

Patient compliance

Dosing

Form the analysis the strength and weakness of Protelos versus the competitors we can see the core competence of Protelos is in Patient compliance short term and long term efficacy and safety and we will use these advances to overcome the advances of Fosamax in dosing system as it is once a week tablet and Protelos once a day oral suspension and explain the higher price to the customer. 4.The position of Protelos should be in the mind of the doctors as superior efficacy treatment for postmenopausal osteoporosis, thanks to its unique mode of action which allows the formation of new and strong bone in addition to superb safety profile on both short and long term. We will use this is mainly in the mind of the doctors especially the orthopaedist and for the age group of 55 to 64 as it represent the biggest segment of the market as major point is the long term treatment of osteoporosis as a chronic disease and shortage of evidence

' ( ) 0 1 2

Long-term efficacy

Protelos
Fosamax Evista

Calcitonin
Safety

Price

of other treatment on long term especially Fosamax. While for Calcitonin and Evista the major lack of evidence on the efficacy on the reducing the risk of hip fractures with patients with osteoporosis. SWOT Analysis Strength
y

Weakness
y

Well established relation with Internal Medicine, Endocrine, and Gynaecologists.

New in the field of osteoporosis and new to Rheumatologists and Orthopaedist.

New Mode of Action (Bone Forming).

Once Daily.

Long term safety and efficacy up to 10 years.

New Form (sachets) easy to take. Opportunity Threat

y

All available classes are antiresorpatives.

Fosamax is well established in the market.

Evista and Calcitonin are without Hip anti-fracture efficacy indication.

y y

Fosamax is once a week dose. New comers to market like once a year injection (Acalasta) by Novartis.

No long term data of efficacy or safety available for current drugs.

y

Osteoporosis is a silent disease and it has low awareness about the disease among patients and doctors.

Doctors are looking for new classes with better patient compliance and new mode of action.
y

DXA is accessible for half of doctors only.

Low number of product in current market.

High prices of products in this market.

Huge potential due to high incidence of the disease.

6. a.

Marketing Objectives Strategic Thrust The addition of Protelos to the portfolio of Servier Saudi Arabia is very important as it make expansion to the company with new product to an existing market. During Year 1, we will be expecting sales only from the private market. The targeted market share this year is 3% unit wise, which will be 6180 units. The value will be 1.236 million riyals (205'000 ) for year 1. The forecast for the coming years is 27000, 54000 and 99000 thousands units respectively for year 2, 3 and 4. The forecast is based on the assumption that Protelos will be available in big institutions by year 1 and 2 and in MOH from year 2 onwards.

b.

Strategic Objectives Brand awareness objectives (spontaneous, assisted percentage, rank) In year 1, Protelos should have a spontaneous awareness in 20% and assisted awareness in at least 60% of the doctors and should be ranked at least on number 3. After 3 Years, Protelos should have a spontaneous awareness in at least 80% of the doctors and 100% assisted awareness in the target doctors with ranking number 2 after Alendronate After Five years, it should have 90%+ spontaneous awareness and ranked number 1 amongst the competitors.

Desired product image & positioning (share of mind) We want Protelos to be perceived as a highly effective product working through physiological mechanism in favour of bone formation. Because of this innovative MOA, it is effective in long term as it leads to formation of new and strong bones The positioning of Protelos should be as a new innovative treatment with dual mode of action which is highly effective and safe in the short and long term. If we do a survey one year after launch, we want doctors to perceive Protelos as
y y

Effective for reduction of hip and vertebral FXs Effective in all stages of disease

y y y

Effective in all ages of the patient Leads to formation of new and strong bones Very safe even in long term

7. a.

Core Strategy Target Market 1.Targeting strategy & pre-selling awareness plan (qualitative & quantitative ~ launch pyramid)

Seeing at the IMS data and market field back, we will be targeting the following specialities both from public and private sector.
y y y y y

Orthopaedist Rheumatologists Endocrinology (Selected) Gynaecologist (Selected) Internal Medicine (Selected)

In the first phase of the pre launch awareness, which will be from December to February ( Launch plan + Pyramid attached), we will be working on the revaluated list of KOL for around 50 Drs mainly from institutions, while in phase 2, we will expand the list to around 150 Drs mainly from the private sector. Reason to start mainly from the institution sector is because it is the main contributor in sales and is relatively a long term project, while in second phase, private will be prominent because they are relatively short term projects. In phase 2, we will include MRs into the visits. 2.Distribution strategy & seeding plan (agent, wholesalers, pharmacies) Seeding will start as soon we have the goods available physically in the country. The difference between the seeding and the launch will be around 1 month. We are expecting to get the goods by August. The seeding will be done by Naghi reps. around two weeks before the launch, we will have a one day special campaign for the team to visit the pharmacies and help in the seeding. We will also request the sales management to allow us to have one day from other teams, preferably, the same day, so they can help us in a better coverage and better seeding of the product. For hospitals, seeding will be done on account to account basis depending upon the registration of the product

Following is the plan in simple table format Months Phase I August Target Hospitals Whole Sellers + Chain Pharmacies Phase II August + Big Pharmacies Availability Check Phase III November All Pharmacies Availability Naghi, MR Naghi, MR DM, BDM, NSM DM, BDM, NSM Objective Listing responsible MR, DM Control NSM, PM, PS

3.Targeting strategy & launch plan (qualitative & quantitative ~ launch pyramid) Our targeting will depend upon the sector. We will have different target doctors for private and public sector. Lets see them one by one In public, our targets mainly will be orthopaedists, rheumatologist and endocrinologists. We will also be visiting Gynaecologists and IM but selected ones depending upon our evaluation of their potential and influence level. Our aim would be to visit them at least once per month. One of the aims will be to get some good speakers out of these doctors to be used in future meetings with private sector and for family medicine of the same hospitals. For private sector, Orthopaedists, rheumatologist and internal medicine will be our prime choice along with selected doctors from gynaecologist and endocrinologists. We took some very key opinion leaders with us in phase I on the awareness plan. These are the doctors referred to us during our preliminary evaluation. So we need to revaluated them and also make sure that we can start the registration process in these hospitals. In the expansion phase which happened in February, the main expansion is coming from the private hospitals. This will ensure us that by the time the drug are available; we have good reputation with these doctors and can push for registration. b. Competitor Targets: From the above analysis we can see that we have two weak competitors Evista and Calcitonin as they both have lower overall profile but both of them do not represent the vision of Protelos in the osteoporosis market as market leader within the coming 3-4 years. The real and tough completion will be in the face of Fosamax which represent the best product image and also the beigest share in the market.

We will use our competitive advantages over Fosamax and by that will gain the image of superiority product in the mind of the doctors and step in to dominance and leadership in this market. c. Competitive Advantage: The competitive advantage of Protelos will be in
y

The higher number of Medical representative which will make higher contact with customers.

Medical call will make the crux of our campaign. Our major emphasis will be in this media and its related items like leave pieces, reminder cards, give away. The first visual aid will be a 10 pages VA with main emphasis on MOA, efficacy on three and five year basis and just mentions of acceptability profile of the drug

The use of current data which shows the superiority of Protelos in efficacy on short and long term on widest range of patients from age of 55 and above whatever the severity of the disease and where ever the site of needed protection on vertebral, non-vertebral and hip.

y y

Superb safety profile. Ease of use and tolerability from patient side.

8. a. b.

Marketing Mix Decisions Product Promotion:

1. Visit frame work: target (type, number), frequency, order of presentation, contacts, cycle timing Visit frame can be divided in two segments, namely pre launch and post launch a. Pre launch During pre launch time, MRs will be visiting only around 10 doctors each from different specialties and a mix of institution, private and MOH. The frequency of visit will be once per month so four during the cycle. They will have two different Visual Aids, one for first two visits and second for last two visits. The first VA will be only about the MOA and the second will be about efficacy results. In the second visual aid, we will discuss 3 year and 5 year efficacy data to prove Protelos as the best treatment for all osteoporotic patients

b. Post launch During the launch period and afterwards, the visits will follow the normal pattern although Protelos will be the top priority in the selected specialities. Visit framework will vary from sector to sector. For Private sector, priority will be for Orthopaedist, rheumatologist and IM while selected docs will be visited from Ob Gynae; endocrinologist and GPs. Recommended frequency is 6 visits for class A and 3 visits for class B. Although it is highly recommended that most of orthopaedists and rheumatologist are treated as class A doctors. It is also extremely important that all drs especially A class in all categories are visited regularly. An exact number of target doctors are difficult to give as we need to update and expand our list in the coming days. Protelos will be first product to be detailed in orthopaedists, rheumatologists, Ob Gynae, GP and preferably in IM and endocrine at least this year. For Public sector, the priority will be for orthopaedists, rheumatologists and endocrinologists. Protelos should be detailed first. The frequency will be 6 times per cycle as we want to put most of them as class A especially the KOLs. MRs will also be visiting selected doctors from Ob Gynae and IM. In Ob Gynae, it should be priority in detailing while in IM, it should be priority at least for first cycle. 2. Sample frame work Due to certain constraints, we have already requested 400 packs of samples (each pack with 7 sachets) of samples. We have received these samples. It is recommended to provide around 12 samples (three month treatment for one patient) for selected around 35 KOL. The preference will be given to the institution doctors. Once we get normal supply of samples, we will use them according to number available and then priority will be private doctors. As we expanding our list of doctors covered in the coming month by around 150 doctors, so each one of these doctors will be provided with 8 samples ( 2 months dose for one patient) in order to try the drug. During launch, we will try to ensure to provide 2 samples at least once to each doctor especially the A class doctor. The reason behind this is because we have a new preparation with different mode of administration, so its very necessary to make doctors feel comfortable with the preparation and its mode of administration. We will request doctor to provide patient with demo of the product so the patient can notice different formulation,

see appearance like milk and taste as it is tasteless. So patient feel motivated to use the drug once out of doctors clinic Following is the sample scheme for Awareness phase and Launch Phase Awareness Phase
# Doc ors K umber umer bjec ive

Demo, Person l Use P ien ni i ion

pec

Launch Phase
S# 1 2 3 Doctors KOL Specialist All Total Number 50 400 500 Cycle I 300 2400 500 Cycle II 300 2400 500 Cycle III 200 400 Total 800 5200 1000 7000

3. Visual aids We will use different visual aids for Pre launch and launch phases During Pre launch, we will have two visual aids, one for first two visits and one for the final two visits before launch. The first of them will be 6 pages visual aids mainly talking about the innovation of Protelos, the distinctions it has received and mode of action. The second visual aid will be about mainly the efficacy studies and safety profile. The rationale for this rationale is that first visit will be for the introduction of the rep, company and product. The second visit will be the discussion about the mode of action and innovation which Protelos brings to the field of Osteoporosis. With this discussion Physician will be ready for efficacy by next visit. Also, in absence of efficacy, the concentration stay on mode of action and discussion will be about different aspects and consequences of this mode of action. In the second visual aid, we will discuss 3 year and 5 year efficacy data to prove Protelos as the boost treatment for all osteoporotic patients The second visual aid will also have one page about safety and way of administration of Protelos While the launch VA will be 8-9 pages mainly talking about the new and innovative mode of action, bone markers change, efficacy and acceptability of Protelos. The difference

DDCA DDC 84 7
o l 2600

48 4 F 4 48 8

4 6

EC A9

BE BA

@6

A 9

between the two mainly will be that the first one will be mainly talking about the innovation of Protelos, the mechanism of action and its details and then about efficacy because it is going to be presented to drs who are key opinion leaders in their field. Second VA will be mainly about the clinical use of Protelos. It will talk about Protelos mechanism of action, efficacy, safety and daily usage of the product. 9. Budget a. Symposium (MPI, MMI, national or regional) The meetings have been discussed in details in the earlier parts of plan. b. Round table meetings We had our first RTM for ortho department of KFAFH in first week of April. With the second phase of awareness in February 2006, we will start with the RTM. Our priority for RTMs will be MOH, where because of late regulation; it is difficult to hold meetings inside the hospital and selected private hospitals c. Hospital meetings We actually started hospital meetings already. As a follow up to the Dubai meeting, we did two meetings, one each in Jeddah and Riyadh National guard and the feedback is excellent. Hospital meetings will be our preference for institution both in Endocrinology and Ortho department. In private, we will prefer to do one hospital meeting where possible. Following is the details of our meetings for awareness phase only Inside H # of Site/Type Erfan SFH SGH Bugshan SIH # of Cost # of guest 6 6 13 3 Cost 1000 1000 2000 500 Outside

meetings guest 1 1 0.5 0.5

Western SIH Dallah SGH Hamadi SHMC Central Maneah Mowasah Saad Al Rawda Eastern KSA Launch Phase 3 1 1 1 1100 10 10 10 1 2 1 1 1 60 1000 7 7 5 12

4500 2000 1000 1500 1500 1000 7000 2500 2000 2000

6500 18000

Our Plan for meetings during launch phase is as follows

S# Type of meeting Cycle I # of meetings Cost Cycle II # of meetings Cost 1 3 100000 1 3 29 30 64 50000 42000 30000 70000 307000 115000 Cycle III # of meetings Cost

1 2 3 4 5

MMI MPI KOL Meeting Regional Hospital RTM Total Grand Total

15 20 38

16000 45000 161000

6 10 16

6000 21000 27000 495000

The details of these meetings in different sectors can be found in the appendix.

10. Control 1) Monitoring methods & tools a. Monitoring will be done BY GM, GPM and NSM for the activity level up to PM and PS. While PM and PS will be responsible for the evaluation of the activities of DM and the team b. For each major institution and major private hospital, a project will be devised. The time frame in terms of key steps and their deadlines will serve as monitoring tools. 2) Schedule a. Attached with the file

Reflexive Account
The reason for choosing Protelos from Servier for this report is because of ease of access of the needed data as I am working in Servier Saudi Arabia. Problematic Areas in Research The marketing plan in the field of pharmaceuticals have its special criteria which come from the tightness of the features of the product that once the molecule is discoved is fixed to it and so it force the therapeutic use, which later direct the marketing to special segment of the market. The marketing with pharmaceutical products is closer to brand management rather than product management, so many of the technical parts of the market plan need special modification to match the situation. Role of Marketer As a member in a Sales and marketing position for over six years has give me a great help to setup the plan. Marketing is like the heart to the company, it has a very challenging role, which depends on the interaction with internal and external customers. The social responsibility for the marketer is very big and in pharmaceutical field is not only about providing the prober medication with required qualities which cannot be compromised but also the role of the organization in preventative programs in collaboration with national society and increase the awareness about the concerned diseases for the public and the organization; however, organizations that exhibit this responsibility will gain a strong reputation that could return to the organization in form of increased customer loyalty.

References:
y

"CIA - The World Factbook." Welcome to the CIA Web Site Central Intelligence Agency. N.p., n.d. Web. 26 Mar. 2011. <https://www.cia.gov/library/publications/theworld-factbook/geos/sa.html>.

Appendix

Launch Pyramid
T g D Aw T w Medical amples / isit

GV

QHG PR

UU P

GUI X

QY `

bIW aR

F q

Date

December2011 June 2012

50

Opinion leaders: Endocrinologists Orthopedists Rheumatologists ynecologists +Pharmacists ( )

ig ih

PM, PS, M, SM, PM, M

Date

March 2012 June 2012

150

T p specialists: Endocrinologists rthopedists Rheumatologists ynecologists ( )

pq

6M

M, MR

3 Date

1000

mk

September 2012

12M

PM, PS ( ) M, MR

/M /M

Product on the market: August 2012 KOL Symposium: May 2012 Launching symposium top specialists: November 2012

All pecialists tot): Endocrinologists rthopedists, Rheumatologists ynecologists nternists

fnh l f e h gh gjh

uvw

SG Pd

eU RRP

IH

HIQ

ITW

IIH V
R

GHI

ST

GHIT I

ITWI

Table of activities

2012 December Promotion January February March April May June July August September

October

KOL Top Specialists Full target Meetings Profile Study Seeding Sponsorship RTM Hospital Meetings

Visit 1

Visit 2

Visit 3

Visit 4 Visit 1

Visit 5 Visit 2

Visit 6 Visit 3

Visit 7 Visit 4 List Expansion

Dubai Launch meeting

KOL meeting

Seeding Sponsor Drs for local, national or gulf symposiums RTM in selected institution and Pvt Hospitals In Selected Institutions RTM Hospital meetings

Meetings plan for Year 1 for Protelos Private Hospital

Site/Type Erfan SFH SGH Future Hai Al Jamea JNH Makkah Madina Khamis Yanbu Western SIH allah National SGH Mashari Hamadi SHMC Central Maneah Mowassat Saad Hofuf Eastern KSA

it l

RT

T t l

1 2 1

1000 3000 2000

2 2 1 1 1 2 1

5000 5000 2000 2000 2000 6000 2000

38000 6000 8000 4000 2000 2000 6000 2000 30000 9000 9000 8000 3000 29000 97000 97000

2 2 2

3000 3000 2000

2 2 2 1

6000 6000 6000 3000

14

18000

32

79000

x xx y x xx ~ x xx y x xx ~ x xx y x xx y x xx | x xx z x xx z x xx {

ur

xx x y xx x ~ xx x y xx x ~ xx x y xx x y xx x } xx x | xx x | xx x z

sr

w y w w w w y y y y

xxxw xxxw xxxw xxxw

w w w w sr v u tsr

ost

Institution

Wester

Hospi l

RTM

Cost

KKNGH KF FH KMH TMH SAL RC Al Ha a

Total

Central

RKH SFH KFNGH KFSH KKUH

MOH

RMC Dammam C H Al Noor J K A A H Jeddah KFGH Jeddah Total Eastern Total Hospital

Hospital M

Air Base ARAMCO KFMMC SCECO Naval Base

1 1 1

000 000 1000 1000 1000

5000 Cost

RTM

2 2 2 1 1

13000 3000 3000 3000 2000 2000 Cost

18000 4000 4000 4000 3000 3000 18000 Total

Grant Plan for Year1 for Protelos Private

Site/Type Erf SFH SGH Future We e SIH Dallah Hamadi

Grant 5000 5000 5000

15000 5000 10000 5000 20000 5000 10000 5000 20000 55000

Ce Maneah Mowassat Saad Easte

MOH
it l Gr

RMC mm m C rM Al A A J dd h GH J dd h PHC r

0000 0000 5000 5000 5000 45000

80000

Institution
Western Hospital KKNGH KFAFH KMH TMH SAL RC Al Hada RKH SFH KFNGH KFSH KKUH Eastern Air Base ARAMCO KFMMC SCECO Naval Base Total 10000 15000 5000 Grants 15000 10000 10000

Central 50000 20000 50000 25000 10000

220000