Marketing Plan 2011-2012

Product Manager
 Table of contents

1. Executive Summary.
2. Market Overview and Analysis.
3. Current issues and Key Findings.
4. Marketing Strategy.
5. Promotional Plan.
6. Promotional Strategy.
7. Action Plan.
Executive Summary
 Executive Summary
 The Pakistan Pharma market is a fast growing market, according to IMS
Q-3 2011, it is worth Rs. 166 billion growing by 19%.

 Major therapeutic segments are Respiratory medicine, Anti Infectives,

CNS Drugs, Intestinal diseases, anti rheumatics and Cardiovascular
diseases.

 Due to increasing Life style changing , Tenshion, pollution,

environmental factors and smoking the prevalence of Gerd , Gastritis,
Gastric Ulcer, Duodenal Ulcer, H-Pylori, Zollinger Ellison Syndrome
rapidly.

 Currently Omeprazole, Esomeprazole, Ranitidine are established as

treatment of choice, however market is switching towards Newer
Molecule like Pantoprazole, lansoprazole & Rabeprazole.
 Executive Summary

 Ulcer & GERD are key areas of attention in treating GI disorders.

 Almost 30-40% Rx of gastroenterologist and physician comprise of an

PPI and antibiotic for the treatment of ulcer and H. Pylori infections.

 Growing acceptance of existing PPI’s and new generation PPI’s due to

better efficacy.

 Rx share from Risek, Nexum, Ruling, Esso and H2 Antagonist, still posing
great opportunity.
 Executive Summary
 Anti Ulcer Market has grown several folds during the last two decades.
Consequently several newer drugs have been launched in the market.
Plain ant-acids remain the main stay in the management of dyspepsia,
flatulence and Peptic ulcer diseases.H2 Receptor antagonists appeared
with claim of suppression of acid secretion particularly nocturnal acid
invasion
 Proton pump inhibitors have tremendously gained the market due to
many benefits over conventional therapies. Currently , the PPIs are
accepted as the most effective treatment for acid /peptic diseases .
 Incidences of GORD are rising related to dietary changes.T he other
very common factor of Peptic ulcer is increasing H. Pylori infection
rates.
 First generation PPIs have been effectively used to treat a wide range
of acid related diseases including GORD and H. Pylori .
Market Overview and Analysis
 Market Analysis
Total market =
Total Market Value in BN 166 BN
Growth =
19 %
GU Sys.
3% Others
Blood forming 10% Total Antacid /
4% Sys. Anti infective Antiflatulence /
25% Antiulcerant Market
Derma = 9.3 BN
4%
Growth =
MSS 23%
8% GI & Metabolism
21% Anti Ulcerant Market
CVS
8% = 7.8 BN
Growth =
21%
Resp.Sys.
8% Acid pump inhibitor
Nervous Sys. Market
10%
= 5.9 BN

Growth
IMS Q-4, 2011
= 27%
 Ant Acid / Anti Flatulence / Anti Ulcer Market
Total Market (Value): 9.3 BN
Value & Growth Total Market (Units): 106 MIO
Growth: 23%

7.82 BN,
Gr 21%

1.50 BN,
Gr 34%

Ant Acid / Anti Flatulence Anti Ulcerants

IMS Q-4, 2011
Ant Acid / Anti Flatulence / Anti Ulcer Market

Share

Ant Acid / Anti Flatulence

16%

Anti Ulcerants
84%

IMS Q-4, 2011

 Anti Ulcerants Market
Total Market (Value): 7.8 BN
Value & Growth
5.9 BN, Total Market (Units): 63 MIO
Gr 27% Growth: 21%

1.7 BN,
Gr 5%
199 MIO, 39 MIO, 20 MIO,
Gr -4% Gr 48% Gr 999%

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it o t o n n n
i b ep era era era
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A Bi IMS Q-4, 2011
 Anti Ulcerants Market
Share

21% 3% 0% 0%

Acid Pump Inhibitors

H2 Receptors
Other antiulcerants
Bismuth antiulcerants
PG Ulcerants

75%

IMS Q-4, 2011

 H-2 Receptor Antagonist Market
Total Market (Value): 1.7 BN
Total Market (Units): 22 MIO
Share Growth: 5%

8%

50% Ranitidine
Famotidine
Cimetidine
42%

IMS Q-4, 2011

 Major Player in Ranitidine Market
Value & Growth Total Value: 820 MIO
Total Units: 11 MIO
Growth: 3%
644 MIO,
Gr 6% 89% Share of
Ranitidine is
Captured by
Top 3 Brands

36 MIO, 23 MIO,
Gr -22% Gr 5%

Zantac Anzol Ranulcid IMS Q-4, 2011

 Major Player in Famotidine Market
Value & Growth Total Value: 694 MIO
Total Units: 8.7 MIO
89 MIO,
Gr -10% Growth: 7%
41% Share of
Famotidine is
Captured by
Top 5 Brands

58 MIO,
Gr -13% 56 MIO,
Gr 5%
48 MIO,
Gr 12%

35 MIO,
Gr 43%

Famopsin Polypep Femme Famot Nocid IMS Q-4, 2011

 Major Player in Cimetidine Market
Total Value: 136 MIO
Value & Growth Total Units: 2.4 MIO
Growth: 3%
38 MIO,
Gr -4%
36 MIO,
Gr 5%
74% Share of
Cimetidine is
Captured by
27 MIO, Top 3 Brands
Gr 4%

Cimet Tagamet Ulcerex IMS Q-4, 2011

 Acid Pump Inhibitors Market
Total Market (Value): 5.9 BN
Total Market (Units): 37 MIO
Share Growth: 27%

7%
Omeprazole
4% 3% Esomeprazol
4%
e
50% Pantoprazole

lansoprazole

Rabeprazole
32% Omeprazole+
NaHCO3

IMS Q-4, 2011

 Major Player in Omeprazole Market
Value & Growth Total Value: 2.9 BN
Total Units: 20 MIO
Growth: 26%
1.03 BN, 64% Share of
Gr 37% Omeprazole is
Captured by
Top 5 Brands

296 MIO, 278 MIO,

Gr 47% Gr 6%
152 MIO, 139 MIO,
Gr 104% Gr 8%

Risek Ruling Omega Teph Omezol IMS Q-4, 2011

 Major Player in Esomeprazole Market
Total Value: 1.9 BN
Value & Growth Total Units: 11 MIO
440 MIO, Growth: 27%
Gr 18%
58% Share of
377 MIO, Esomeprazole
Gr 34% is Captured by
Top 5 Brands

118 MIO,
Gr 44%
87 MIO,
Gr 82% 65 MIO,
Gr 1%

Nexum Esso Eskem Novoteph Ezium IMS Q-4, 2011

 Major Player in Pantoprazole Market
Total Value: 431 MIO
Value & Growth Total Units: 2 MIO
139 MIO, Growth: 55%
Gr 98%

67% Share of
Pantoprazole is
Captured by
Top 5 Brands

73 MIO,
Gr 33%

31 MIO, 29 MIO,
Gr -20% Gr 92%
16 MIO,
Gr 999%

Zopent Protium Zentro Protonin Neege IMS Q-4, 2011

 Major Player in Lansoprazole Market
Total Value: 263 MIO
Value & Growth Total Units: 2 MIO
78 MIO, Growth: 1%
Gr -0%
77% Share of
Lansoprazole is
Captured by
Top 5 Brands

41 MIO,
Gr -7%

31 MIO,
Gr 9%

20 MIO,
Gr -19%
12 MIO,
Gr 11%

Selanz SR Inhibitol Qpro Lanzit Lanzop IMS Q-4, 2011

 Major Player in Rabeprazole Market
Total Value: 256 MIO
Value & Growth Total Units: 1.6 MIO
48 MIO, Growth: 8%
Gr -24%
57% Share of
Rabeprazole is
Captured by
Top 5 Brands

34 MIO,
Gr 20%

27 MIO,
Gr -11%

19 MIO,
18 MIO,
Gr -34%
Gr 24%

Rabecid Zeechin Rabz Prompto Novipraz IMS Q-4, 2011

Omeprazole + Sodium bicarbonate Market
Total Value: 123 MIO
Total Units: 0.9 MIO
Growth: 115%

Faast Risek
27 MIO, Gr 15% 32 MIO, Gr 52%

Rapid
29 MIO, Gr 99 %

IMS Q-4, 2011

Prescription Index
 Indication Analysis of PPI’s
Total No of Prescriptions = 500300

Male = 52.4%
Use of PPIs
Females =47.6%

50 years and above = 28.5%

Age Group 40year to 50 years = 43.6%
30years to 39 year = 27.9%

Peptic Ulcer Unspecified = 27 %

Major Gastritis ,Duodenitis =25.8 %
Indications Other Diseases of GI = 12.7 %
Duodenal Ulcer = 9.00 %
Abdominal and Pelvic Pain = 11.9 %

Prescription Index IMS Q-4, 2011

 Indication Analysis of PPI’s
Major Prescribers of PPI’s Co- Prescriptions of PPI’s

GPs = 76.3 % Alone = 22 %

Physicians = 7.3 % Macrolides = 26.6 %
Surgeons =3% Broad Spec. Penicillin =23.4 %
RMOs = 12.3 % Antacids = 18 %
Cardiologists = 1.1% Gastroprokinetics = 12.6 %

The data suggest that PPI’s are mostly being used to eradicates H. Pylori in
combination with Macrolides and Broad Spectrum Penicillins (50 %)

Major prescribers are GP’s and Physicians while infusion prescribed by RMO.

Prescription Index IMS Q-4, 2011

 Disease wise use of PPI’s
GP PHY SUR RMO OTHER Oral 76.3
Oesophagitis 49 12 6.4 30 2.6 Parenteral 23.9

GP PHY SUR RMO OTHER Oral 91.8

GERD 41.5 29 10.3 15.5 3.7 Parenteral 8.2

GP PHY SUR RMO OTHER Oral 96.5

Gastric Ulcer Parenteral 3.5
70 19 9 2

GP PHY SUR RMO OTHER Oral 94

Duodenal Ulcer 30 4 7 57 2 Parenteral 6

GP PHY SUR RMO OTHER Oral 95.6

Peptic Ulcer Unspecified 50 17 4 25 4 Parenteral 4.4

Prescription Index IMS Q-4, 2011

 Rx Analysis by Specialty (Horizontal)
Anti Ulcerants Risek
GP GP
57.6% 37.0% PHY
20.0%

CAR RMO PHY RMO

1.0% 25.3% 10.1% CAR 35.0% SURG
1.0% 6.0%
GYN SURG GYN
1.0% 5.1%
1.0%

Zantac Nexum
GP PHY GP
32.4% 8.5% 49.5%
SURG
12.7%

PHY
RMO
13.9%
GYN CAR RMO
CAR 42.3%
2.8% 1.0% 28.7%
1.4%
SURG
5.9%
GYN
1.0%

Prescription Index IMS Q-4, 2011

 Rx Analysis (%) by Specialty (Horizontal)
Esso Ruling
GP
49.0%
GP
48.5%
PHY
10.0%

CAR RMO SURG

1.0% 26.0% PHY
13.0% CAR RMO 23.8%
1.0% 21.8%
GYN
1.0% SURG
5.0%

Omega Teph
GP
74.0%
GP
54.0%

RMO
CAR RMO PHY 19.0%
2.0% 19.0% 17.0%
PHY
GYN SURG 7.0%
1.0% 7.0%

Prescription Index IMS Q-4, 2011

 Rx Analysis (%) by Specialty (Vertical)
60

5
50
2
1 4
2 1
4 2
6 2
40
2
8 4 0
2
1 5 1
2 1
2 5 1 6
3 3 10
30
3 5 3

5 15 8
20
32
23 24
19 17
10
13

0
GP PHY SURG GYN RMO CAR

RISEK ZANTAC NEXUM ESSO RULING OMEGA TEPH

Prescription Index IMS Q-4, 2011

 Area wise Rx Split (Vertical)
50 2
1
45 6 0
0
1 5
40 1 1 4 0
1
3 1 2
3 3
35 1 5 6 4
8 4 3 0 3
0 3 2 2
30 1 1
4 7 4
25 8 8
2 4 13
8 1
1
20 3 0
3
15 27
21 20 20
10 16 17 16 16
5
0
KHI SIND MLT LHR FSD RWP PSH BAL
RISEK ZANTAC NEXUM ESSO RULING OMEGA TEPH
Prescription Index IMS Q-4, 2011
 Brand wise Geographical Split (Horizontal)
1 1 1 0 1 1
1
8 6 7 9 6 2
100 13 3 5
10 5 2 18
10 13
90 9 20
8 12 4
9
80 3 33 9
20
70 21 13
22 11
24 38
60 3
3
12 22 16
50 11 3
37
12 18
40
16 15
30 50 32
40
31 10
20 23 26
21 5
10 6 9

0
s K C SO G A
nt SE TA
M
EG PH
era RI N EXU ES ULIN M TE
ulc ZA N R O
ti
An

KHI SIND MLT LHR FSD RWP PSH BAL

Prescription Index IMS Q-4, 2011
RISEK- Diagnostic Profile
Oral 74
Parenteral 26

Sys Dige/Abd
16% All others
Liver dis 6%
3%

Prescription Index IMS Q-4, 2011

 RISEK- Rx by specialty
RMO
21%
GP
41%
OTHERS
1%

SUR
4%

PHY
33%

Prescription Index IMS Q-4, 2011

 RISEK- Combined Drug Therapy
Alone 28.5 %
Combined 71.5 %
All others
19% Antacid/A.Flu
34%

Penic / Macr
11%

Gastroprokinetic
14%
Antispasm
10%
AntiUlcerent
13%

Prescription Index IMS Q-4, 2011

Current Issues & Key Findings
 Ulcer Market – Key Issues

• More chances of brand switching.

• Rapid influx of me-too and newer molecules.

• Availability of low priced PPI’s and their generics.

• New entry of Both in the field of gastroenterology.

• Weak grip and relations of both team with

Gastroenterologist.
 Major Brand Price List
Price Comparison List
S.No Products Strength Company Pack Size MRP Price / Cap
Rayprazole 20 mg 2 x 7's 119 8.50
1 Ray Pharma
Rayprazole 40 mg 2 x 7's 198 14.14
Risek 20 mg 2 x 7's 180 12.85
2 Getz Pharma
Risek 40 mg 14's 259 18.50
Zantac 150 mg 10's 88 8.82
3 GSK Pharma
Zantac 300 mg 10's 178 17.80
Nexum 20 mg 2 x 7's 170 12.14
4 Getz Pharma
Nexum 40 mg 2 x 7's 251 17.93
Esso 20 mg 14's 161 11.50
5 Shaigan Pharma
Esso 40 mg 14's 260 18.57
Ruling 20 mg 14's 144 10.29
6 High-Q Pharma
Ruling 40 mg 14's 250 17.86
Omega 20 mg 2 x 7's 170 12.14
7 Ferozsons
Omega 40 mg 2 x 7's 250 17.86
Teph 20 mg 14's 126 9.00
8 Sami Pharma
Teph 40 mg 14's 238 17.00
 Competitive Bench Marking
Field Force
Brand Name Company Field Force: Total Calls Others
Number
40 Drs x 4 Calls / Month = 7,040
Calls
Rayprazole Ray Pharma 44 Personal Obligations.
80 Drs x 2 Calls / Month = 7,040
Calls
76 * 2 (20 mg Conference,
in 1 team & 120 Drs x 4 Calls / Month = 36,480
Calls / Team Sponsorship,
Risek & Nexum Getz Pharma 40 mg in
another Foreign CME,
Total 72960 calls / Team
team) Personal Obligations.
Personal Obligations,
120 Drs x 4 Calls / Month = 28,800
Esso Shaigan 60 Calls Sponsorship,
Foreign CME.
Personal Obligations,
Conference,
120 Drs x 4 Calls / Month = 33,600
Ruling High-Q 70 Calls Sponsorship,
Table Gifts,
Foreign CME.
 SWOT Analysis
Strength
 Superior efficacy and safety compared to
first generation PPI’s.
 Superior efficacy and safety compared to
H2 receptor Antagonists.
 Cost effective than other Esomeprazole
brands.
Weakness
 New establishing company.
 Knowledge & Skills.
New Customer development.
 Customer Relationship of FF.
Very competitive and defused market.

 Better brand name and packaging.

Highly efficacy granules.

Opportunity Threat
Growing prevalence of Acid Peptic disease More entry of low price PPI’s (including
due to change in life style and tension. Esomeprazole) and other newer generation
Increasing awareness about QOL in Acid PPI’s like, Rabeprazole, Lansoprazole &
Peptic disease management and increasing Pantoprazole.
acceptance of new generation PPI’s. Heavy investment of competitors.
Increasing trends of using PPIs.  Strong Branding of Risek, Zantac & Nexum.
 PEST Analysis
Political: Economical:

 Political condition is volatile.  People are susceptible to the influence

 Lack of political will and commitment
for prevention and control of Different
Diseases.
of quacks, hakeems and homeopathic
physicians.
 Generally low standard of living makes
taking appropriate treatment more
difficult.

 Generics registering tremendous

Social: Technological:
growth.
 Personal hygiene is a major issue in  Internet / Web drug information.
Pakistan, due to which various infections
and diseases are transferred through the
New drug classes.
oro-faecal route alone.

Internet and mail-order sales.

Lack of awareness and resources at
patient level.
 Segments For Resource Allocation

50% High level activity GPs

50% Strong Follow up Physicians
Gastroenterologists
Medical Specialists
30% Moderate Level Activity
Orthopedics
70% Strong follow up
Cardiologists

MO’s, RMO’s & HO’s

20% Sensitive Level Activity
80 % Strong follow up.
 Inferences
PPI’s Market

PPI’s Market are growing by 27 % Esomeprazole is Growing by 27 %.

more than Pharma Market (19 %)

Top 5 Brands having 58 %

share of Esomeprazole

Main Segments: Main Indications:

Gastroenterologists,
Physicians,
Medical Specialists,
Orthopedics,
Cardiologists,
GPs, MO’s, RMO’s & HO’s
 GERD,
 Acidity & Heart Burn,
 Gastritis,
 Dyspepsia,
 Gastric & Duodenal Ulcer,
 H-Pylori eradication,
 Zollinger Ellison syndrome.
 Target Market Definition

Target Market

Patient Segment Competing Categories

 Gerd  Omeprazole
 Acidity & heart burn  Esomeprazole
 Gastritis  Lansoprazole
 Dyspepsia  Pantoprazole
 Gastric ulcer & duodenal ulcer  Rabeprazole
 H-pylori eradication  Ranitidine
 Zollinger ellison syndrome  Famotidine
Marketing Strategy
 CATEGORY:
Proton Pump Inhibitor

PRESENTATION:
20 mg Capsules
40 mg Capsules

DOSAGE:
Product One Capsule OD or BD
Briefing
INDICATIONS:
GERD,
Acidity & Heart Burn,
Gastritis,
Dyspepsia,
Gastric & Duodenal Ulcer,
H-Pylori eradication,
Zollinger Ellison syndrome
 Marketing Strategies
Exploring the business opportunities in upcountry towns (poly clinics and
maternity homes).

Aggressive anti-generic campaign.

To increase market penetration through switch from generics .

To gain maximum brand loyalty through KOL Advocacy.

Wards Presentations.

Present latest Studies to RMO’s, MO’s & Consultants.

Sponsoring the clinical meetings & Seminars of medical societies.

Resource Mapping on consultants.

 More penetration in Cardio & Ortho.

 Marketing Strategies
Focus on Gastro and Medical Ward.
(4-5 Wards / Area)

• Frequency of Visit - TM (6-8 / Month) ASM (1 / Month).

• Visit to Evening and Night shift Drs.

• Services e.g.: (Printing, Monthly Tea Sponsorship, Lunch

Dinner with important Cons, Reg, RMOs).

• Ward Presentation.

Gastro Clinical Meetings.

 Marketing Activities
Advisor group meeting( Risek, Nexum, Zantac Rxrs)

•A group of 10-12 GPs (homogenous group).

• Advisor will be Gastroenterologist or Physician.
• Meeting on every quarter ( 4 meeting in a year) / Area.
• Topics for 6 meetings will be selected and communicated to
group.
• Topics mostly related to our products, e.g. GERD, GU, DU,
H.pylori etc.
•GPs can bring their clinical cases to discuss with advisor.
• Besides scientific meetings one social event with families.
• our role is to facilitate this meeting and display our banners.
• Arrange lucky draw in every meeting to create the interest .
Ward Presentation & Focus Group Meetings
Segment : Objective:
To expose targeted doctors through scientific
Gastroenterologists, means and focus upon potential Rayprazole
Physicians,
Medical Specialists, Prescribers to share their experience and data
Orthopedics, supporting the usage of Rayprazole in order to
Cardiologists, enhance their confidence on the product &
GPs, MO’s, RMO’s & HO’s
gaining maximum advocacy.

Timings: July 2012 – June 2013

Description: Scientific sessions gathering doctors to highlight Rayprazole is

superior than other PPI’s & H2 receptor antagonists.

Focusing 10-12 key Prescribers at a time

Sharing of experience and data
Cost per Activity:
Wards & CCU Presentations : PKR 3000
Focus Group Meetings : PKR 5000
 Local Speaker Programs + SPP
Objective:
•To establish superior efficacy & safety with over all improvement with Rayprazole in
Acid Peptic disease vs Zantac & Omeprazole.

Target Audience:
• Physicians,Gestroentrologists & A class GPs in major as well as peripheral towns.

Methodology:
•Disease part to be presented by local speaker.
•Product & Company part by PM / MM.

Activity Period:
Qtr 1 to Qtr 4

Places:
All Major Towns and potential peripheral areas.

Program Follow-up 6 Calls to optimize the participants to regular

prescriber status by using desktop, clinical reference file and clinical
reprints.
 Round Table Discussions
Objective:

To establish the concept of aggressive acid control to manage Acid Peptic

disease by positioning of Rayprazole by using influence of KOL

Methodology:

Presentation by PM / MM – Acid Peptic disorders, complications, limitations

of 1st generation PPI’s and H2 Antagonist.

Discussion on :(co-ordinated by the advisor).

Acid Peptic disorder management and current options available.

Experience sharing among participants.

Conclusion / Summary / Consensus.

 Marketing Strategies
Zantac conversion plan. 5 Drs / TM / Qtr

Establishing superiority by:

• Using comparative studies. (Fast Relief & Healing)
• Highlighting economy of the treatment.
• Better patient compliance ( OD dosage)
• Resource and Sample Allocation (20mg)

Risek / Nexum / Esso conversion plan. 5 Drs/TM/Qtr

Establishing superiority by:

• Highlighting Better efficacy and Healing rates.

• Highlight Better Drug Safety.
• Better patient compliance ( OD dosage).
• Through sponsorships.
 Qualitative Objective

• To consolidate Ray Pharma position in GI

market with appropriate product portfolio.

• To establish Rayprazole, as a better alternative

over traditional therapies, due to its superior
and fast action in the related disorders with
proven safety.
Quantitative Objective
 Target Customers

 Gastroenterologists,
 Physicians,
 Medical Specialists,
 Orthopedics,
 Cardiologists,
 GPs,
 MO’s,
 RMO’s
 HO’s
 Target Indications
GERD,
Acidity & Heart Burn,

Gastritis,

Dyspepsia,

Gastric & Duodenal Ulcer,

H-Pylori eradication,

Zollinger Ellison syndrome.

 Target Brands

 Risek
 Zantac
 Nexum
 Esso
 Ruling
 Omega
 Teph
 USP

 Highly effective truly long acting PPI for the

management of all types of acid peptic disease.
 Rayprazole has superior result as compared to other
PPI’s and H-2 receptor antagonists.
 Quick onset of action with convenience of dosage.
 No drug interaction with Macrolides.
Fast eradication of H.Pylori in combination therapy.
 Affordable price.
Promotional Plan
 PRINTED MATERIAL
S.NO. NATURE UNIT COST QUANTITY / PS NO. OF MONTHS TOTAL TOTAL PS TOTAL AMOUNT

1 FOLDER

2 BUNTING

3 CARD HOLDER

4 STICKER
5 CHEMIST LETTER
6 DR LETTER
7 WOBLER
8 ROLL UP
9 BANNER
10 CLINICAL REPRINTS
11 WALL MOUNT
12 POSTERS
13 FILE JACKET
14 TEASER
TOTAL
 SAMPLE COSTING
PRODUCT Cost / PACK TM Unit / Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL
Unit SIZE TM

Rayprazole 20 mg 5.14 2'S

Value  

TOTAL VALUE        
 GIVEAWAYS COSTING
TOTAL
S.NO. DESCRIPTION NO. OF PS PER PS TOTAL UNIT COST
COST

1 TISSUE PAPER

2 PEN

3 THERMOMETER

4 WRITING PED

5 KEY CHAINS

6 TORCH

7 EMERGENCY LIGHT

8 MUG

9 CALENDER
TOTAL
 Wards Presentation, MGM’s & LSP’s
Cost of
Annual No of No. of Cost per
Area presentation Doctors cost / doctor Speaker / Other Costs Show Total
MGM

KHI

QTA

HYD

SUKK

MTN

FSD

LHR

RWP

PSH

TOTAL
 Major Promotional Support

Q1 2012-2013 Q2 2012-2013

1. Dr Obligations 1. Dr Obligations
2. Social Events 2. Social Events
3. MGM 3. Ward Presentations
4. Giveaways 4. Giveaways

Q3 2012-2013 Q4 2012-2013

1. Dr Obligations 1. Dr Obligations
2. Social Events 2. Social Events
3. Giveaways 3. Ward Presentations
4. Ward presentation 4. CME Local
5. Giveaways
Promotional Strategy
Tag Line
 Theme & Campaign

Fast pump
out acidity
Fastest
Fastest STRATEGY train
car 2012-2013

Fastest
Jet plan
 Positioning

For Fast and effective management of acid

peptic disease, with proven safety

• Establish 20mg as first choice for:

• Dyspepsia / Acidity / heartburn, & mild GERD.
• Long term maintenance of GERD.
• Drug induced dyspepsia.

• Establish 40mg as first choice for:

• Peptic ulcer disease.
• Moderate to severe GERD.
Old Folder
Old Folder
PDA
Drop Card
Retention Value Card
Roll Up
Sticker
Pack Shot
Action Plan
 Action Plan to be Followed

 Distributes Studies CD’s.

 Advertisement in Medical Journals.
Effective participation in meetings of Gastroenterology.
Develop at least two Rayprazole advocates in selected urban
areas to deliver lectures.
Develop KOLs relationships through medi-marketing activities.
Active participation in local congresses.
Develop Rayprazole wards/ selected clinics .
 Medical Plans
A)Preferably a comparative double blind clinical trials
Should be conducted to demonstrate the differential
benefits of Esomeprazole over Omeprazole.

B) Experience trials . To conduct experience trials by 50 leading

Physicians and Gastroentrologists (10 patients each centre).This
will develop the confidence of trialists and local results of these
trials can be used as a strong and effective marketing tool.
All major cities = 50 centers