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Welcome to

Lipid Lowering Agents


Lets leap with



Lets take a giant LEAP
49%
21%
9%
3%
6%
2%
5%
5%
ATORVASTATIN
ROSUVASTATIN
FENOFIBRATE+ATORVASTATIN
ATORVA + EZETEMIBE
ATORVA + ASPIRIN
SIMVASTATIN
STATINS + OTHERS COMB.
ROSUVASTATIN + FENOFIBRAT
All India Statin Market Overview (MAT May13 ORG)
All India top 14 brands of Rosuvastatin
Rank Brand Name Company
MAT May'13
Val in Cr.
% Contribution % Growth
MAT May'13
Unit in L
% Contribution % Growth
ROSUVASTATIN Company 288.8 100.00 31.23 368.31 100.00 25.74
1 ROSUVAS Ranbaxy 65.4 22.64 18.65 63.06 17.12 15.44
2 ROZAVEL Sun 36.1 12.48 38.03 43.59 11.84 31.81
3 CRESTOR Astra Zeneca 23.6 8.17 17.22 15.57 4.23 11.25
4 ROZUCOR torrent 22.3 7.71 47.34 24.61 6.68 38.92
5 ROSEDAY USV 21.3 7.38 54.39 51.02 13.85 32.43
6 NOVASTAT Lupin 16.4 5.67 36.46 17.11 4.65 13.49
7 RAZEL Sglenmark 14.7 5.08 46.73 16.17 4.39 34.44
8 ROZAT Dr. Reddy's 10.5 3.64 53.08 22.30 6.06 30.62
9 CREVAST Eris 8.2 2.84 36.02 10.95 2.97 34.47
10 ARVAST Intas 8.0 2.79 16.91 7.51 2.04 -1.71
11 ROSULIP Cipla 7.9 2.73 29.90 10.55 2.86 26.17
12 ROSAVE Alembic 6.9 2.37 43.30 9.10 2.47 34.99
13 TURBOVAS Micro 6.6 2.29 13.92 5.30 1.44 28.19
14 R2 abbott 5.4 1.87 49.96 6.20 1.68 21.04
Rosulip ranks 11
th
in the Rosuvastatin market

Looking at our growth versus Rosave and R2 they are emerging competitors for us

We should aim for 9
th
rank in next quarter as Arvast growth is low and Crevast van be overtaken with
little efforts as the value wise difference is not much
The Jupiter effect
ATORVASTATIN 411 Cr @ 22.4%
ROSUVASTATIN 23.4 Cr @ 33.6%
Statin Market- before Jupiter
ATORVASTATIN 668 Cr @ 6.7%
ROSUVASTATIN 289 Cr @ 31%
Statin Market today
Most prescribed molecule amongst
the new introduction
From cardio & Diabetos
Rosuvastatin
An exclusive opportunity for YOU
to Leap beyond
Ranked 11
th
in ORG
Already set the base to excel
Launched as 16
th
Brand
o ROSULIP 5 ------- 3 X 10s ----- Rs 5.60/ tab
o ROSULIP 10 ----- 3 X 10s -----Rs 9.90/ tab
o ROSULIP 20 ----- 3 x 10s ----- Rs 15.50/ tab
o ROSULIP 40 ----3 x 10s ----- Rs 28/ tab
HHM pack - Healthy Heart
Management pack
Monthly adherence pack
Tips for patients to remember & follow for a healthy life
KNOW YOUR COMPETITORS
Rosuvastatin market 289 Crores
ORG May 2013


Rosuvas, 23%

Crestor,
8%

Rozavel,
13%
ROSULIP, 3%
Rozucor, 8%
Novastat, 6% Roseday 7%
Rozat, 4%
Arvast, 3%
Razel, 5%
INTERNAL ANALYSIS
Q-1 Performance
Units
C.Y. Q-1 L.Y. Q-1 C.Y. Q-1 YPM %G
434851 324924 535 25.28
Value
C.Y. Q-1 L.Y. Q-1 C.Y. Q-1 YPM %G
2.93 Cr 2.19 Cr 36000 33.90
9 regions are above national YPM and national growth

11 regions are above national YPM but below national growth rate

20 regions are above national YPM

9 regions are at par with national YPM

17 regions are critical and the most critical is Nagpur
Goal
700 YPM
2L / M
16 Cr
Key Area to Excel
MSL Coverage
Activities
Brand conversion
Cipla differential
Hospital availability
Rosulip road ahead
Leap Beyond
MSL
Retailing
YPM
Growth
Activities
Promotional strategies
Competitors
MSL 40
Drs
Cardiologist
Diabetologist
Physician
Endocrinologist
MARKETING STRATEGY
Brand conversion
-f
EZ
1998
1999
2002
2004
2004
2009
2010
Our legacy in Lipid reducers
Conversion From Other statin Prescribers:

Superior LDL reduction Vs Other Statins


Greater and consistent HDL improvement Vs other statins.


Significantly greater improvement in LDL,TC,HDL and non-HDL with rosuvastatin Vs
atorvastatin in patients with metabolic syndrome.


Only statin approved by USFDA for slowing the progression of atherosclerosis.


Discuss about the trials which shows Rosuvastatin is more efficacious than any other
statin, trials like Stellar, Discovery and Eclipse etc.




Price Minded Doctor:

Discuss about the Cipla Corporate: In terms of quality, various international approvals, The
Trusted Brand report as well as our manufacturing practice and awards which we received.


Cipla & Vitalis services: Discuss about the services like KBC test, Red 4 U campaign as well our
legacy in lipid reducer market starting from Simcard to Rosulip F.

Discuss about patient friendly HHM pack & its benefits.



Doctor asking about Indian data with Rosuvastatin:

As per the data published in Journal of Indian Medical Association (JIMA) 2004, Rosuvastatin 10 mg
shows better efficacy than Atorvastatin 10 mg in reducing LDL-C levels and produces greater
improvement in other elements of the lipid profile.

Also discuss about safety and efficacy.




Rosulip Vs Rosuvas:

Probe the doctor to find out why he is prescribing Rosuvas.

Share our manufacturing practice and various approvals and awards which we received.

Discuss about the Most Trusted Brand Report of Cipla.

Highlights the price comparison with our brand Vs Rosuvas.

Highlight our presence w.r.t our legacy in lipid reducer market.

Discuss about the various activities which is associated with our lipid reducer segment.



Approach towards MSL
MSL- 40 Doctors
Cardiologists, Diabetologists, Endocrinologist Physicians
Service MSL size
RED4U Clinics 3
Small stepbig leap series doctors 10
Rosulip 40 exclusive promotion 10
Scientific approach 10
High Value Gifting (BM MSL) 1-2
ACTIVITIES
The module remain the same, the only change is instead of Thyrocare
coupons now we need to arrange the lipid profile camp with registered RC
party

The CDR files of all the inputs is available on request
A comprehensive patient education package on cholesterol.
Service of a Dietitian
Free Lipid Profile test
Patient counseling
Targeting 900 clinics across India
Target customers- Diabetologist / Physicians
Young and upcoming doctors who are interested in patient
awareness programs
Diagnosis
Counseling
Clinic
identity
Patient
services
Diagnosis:
Lipid Profile Camp
Counseling
VIA Dietician: On RED 4 U Clinic Day (By Appointing Dieticians on Regional Level)

On Dietary Habits Presentation

ON Life Style Modifications Presentation

Regional Flash Presentations on Diets
Clinic Identity
Criteria to select doctors for RED4U
Coordination with team 1 colleague
Rx watch & market potential analysis
Doctor preferring Rosuvastatin in more than 50%
cases
Doctor prescribing atorvastatin or Rosuvastatin
exclusively for competitors
Q 2 Promotogram
Diet LBL 1 30 nos

Diet LBL 2 30 nos

Troponin Strips with Rosulip 40 LBL (Top 100 MT/TM)

Rosulip Pen Stand

Dove Kit (Shampoo + Conditioner + Face wash + 2 soaps)

Rosulip Pen

Rosulip Times (monthly issue digital copy)
Finally..