Basic Marketing Plan - Copy

Market analysis:

- By analyzing competition from market point of view rather than product point of view we will find that Healsec competing in whole the anti-secretory market not only the proton pump inhibitors market

- This market is extremely growing from year to year - The whole market unit sales in 2009 accounts about 45 million units

Distributed as follows 22 million units for H2 antagonists market 12.8 million units for antacids market 10 million units for PPIs market

- The following chart shows the sales values of the three drug classes that represent the whole anti-secretory market:

Antacids H2 blockers PPIs Total Anti-Secre-tory

2007 12041528 15163236 6992109 34196873

2008 12166132 18013369 8121954 38301455

2009 12854571 22025572 10178695 45058838

2500000

7500000

12500000

17500000

22500000

27500000

32500000

37500000

42500000

47500000

12166132 18013369 8121954 3830145512854571

22025572

10178695

45058838

200720082009

Understanding market needs:

Healsec Marketing Plan

The needs are for:- Drug that effectively suppresses acid secretions - Reasonable price as drugs may be prescribed for long period or co-

prescribed with other medications- Introduction of new names other than conventional names- High quality manufactured product in suitable packs to protect from

light

Analyzing Competition:

- Healsec competitors are all products that used to stop acid secretion or to relief symptoms of hyperacidity

- This category of products include:- Antacid preparations- H2 blockers - proton pump inhibitors

Antacids:

- Antacid preparation shows constant sales rates during the past 5 years due to: their poor mechanism of action (they act locally by neutralization

of existing acids in stomach) development of H2-blockers that took place instead of antacids in

market- Their sales rates accounts about 12 million units - Antacids sales comes from OTC rather than prescriptions - Considered as first line therapy for pregnant women who

experienceHeartburn

- Antacids represent an opportunity to substitute with Healsec 10 mg- Their prices are ranging from low to high prices like:

Maalox Plus (355 ml susp.) 22.00 LE AventisGeveskon (120 ml susp.) 10.00 LE El Debeiky

H2Blockers:

- H2 blockers represented by the following classes:o Ranitidine


o Famotidine o Nizatidineo Cimetidine

- Their sales values are increasing - Their success in market is due to their reasonable price and habitual

prescriptions - H2 antagonists market represents an opportunity for PPIs to

subsititute because of the advantages of PPIs over H2 antagonists

Major disadvantages: a relatively short duration of action (compared with PPIs) incomplete inhibition of acid secretion in response to a meal, and

the development of tolerance It is t not easy for H2RAs to effectively heal the more severe

forms of erosive esophagitis Their doses twice or more daily this entails cost and compliance

considerations.

Servipep 40 Famotidine 40 mg 14 tab 15.00 LEPeptic 20 Famotidine 20 mg 20 tab 15.00 LEZantac Ranitidine 300 mg 20 tab 30.00 LERani cap Ranitidine 300 mg 20 tab 19.00 LERantag 300 Ranitidine 300 mg 10 tab 15.00 LE

H2 Blockers Market Unit sales:


Total H2 Blockers Ranitidine Famotidine Total PPIs

2008 18013369 14065812 3825822 8121954

2009 22025572 17635223 4270850 10178695

2500000

7500000

12500000

17500000

22500000

2008 2009

Zantac Antodine Ranitidine Healsec 10 mg0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

45000003959518

2458916

1508137

129900

Ranitidine market:


- Ranitidine sales often comes from OTC dispension rather than prescriptions

- Thus targeting the pharmaceutical segment with healsec 10 mg represents a major element to promote this concentration

Famotidine Market:

- Famotidine sales records often comes from prescriptions- Thus targeting physicians who prescribe such anti-histaminic with

10 mg Healsec is an opportunity to promote this concentration

Famotidine containing products in Egypt:

Antodine Famotin Gastrodomina Servipep Famotak Peptec0

500000

1000000

1500000

2000000

2500000

3000000

2458916

570816 454361 368703 268228 149825

Proton Pump Inhibitor Market:


2004 2005 2006 2007 2008 20090

2000000

4000000

6000000

8000000

10000000

12000000

2855435

4172641

5410419

6992109

8121954

10178695

Omeprazole Pantoprazole Rabeprazole Esomeprazole Lansoprazole

2007 3832862 1559070 842121 204463 413599

2008 4183895 2065299 994213 306194 353161

2009 4987970 2913074 1232464 398700 398947

500000

1500000

2500000

3500000

4500000

55000004987970

2913074

1232464

398700 398947

2007 2008 2009

This market represented by 5 active constituents

Omeprazole 1989


Lansoprazole 1995Rabeprazole 1999Pantoprazole 2000Esomeprazole 2001

- The last 3 years sales values shows that Omeprazole is the predominant selling molecule among other PPIs

- Omeprazole since its introduction is the market leader among its peers

- Omeprazole represents 50% of units sales then comes Pantoprazole by 30% of unit sales

- This emphasizes the fact is that Omeprazole is well established and posses a great opportunity in the upcoming years

Market leader of the whole proton pump (Unit Sales 2009):

OM

EPAK

CON

TROLO

C

OM

EZ

NAPIZO

LE

PANTO

LOC

PEPZOL

ANTO

PRAL

GASTRO

LOC

PARIET

NEXIU

M

0

200000

400000

600000

800000

1000000

1200000

976567 975676

791250 779029

515705 483678 451244 421880 416633 398700

- 5 drugs among the top 8 market leaders are Omeprazole containing drugs

Omeprazole Market:

- Market leaders in Omeprazole market 2009 unit sales:


OMEPAK OMEZ NAPIZOLE PEPZOL GAS-TROLOC

GASEC 20 GASTRA-ZOLE

OMEPRAL RISEK HEALSEC

2007 888368 569933 646631 269483 332899 285330 189411 234818 95651 44633

2008 804268 721169 653809 425045 330787 307575 249168 228544 123795 86697

2009 976567 791250 779029 483678 421880 350513 339845 255321 157341 129900

50000

150000

250000

350000

450000

550000

650000

750000

850000

950000976567

791250 779029

483678421880

350513 339845

255321

157341 129900

2007 2008 2009

- Omeprazole offered in 3 concentrations:- 10 mg- 20 mg- 40 mg

- The only two products in market that offer the full range of concentrations are:-Healsec-Risek


Omeprazole 10 mg Omeprazole 20 mg Omeprazole 40 mg

2007 793086 2430586 621636

2008 711429 2740223 780959

20092 724184 3351445 936018

250000

750000

1250000

1750000

2250000

2750000

3250000

3750000

2007 2008 20092

- Omeprazole 20 mg represents the major selling concentration due to: Majority of acid related disorders treated with 20 mg Omeprazole Large number of products containing the 20 mg concentration

- Omeprazole 40 mg represented by only three products in market:

Gastroloc 10 Cap 21.00 LE SigmaPepzol 14 Cap 31.50 LE HikmaRisek 14 Cap 60.00 LE Julphar


Pepzol Gastroloc Risek

2008 425045 330787 7827

2009 483678 421880 14471

50,000

150,000

250,000

350,000

450,000

550,000

2008 2009

- Omeprazole 10 mg represented by four products:

Omepak 7 Cap 12.00 LE SedicoOmez 14 Cap 9.00 LE PharoniaHealsec 14 Cap 10.00 LE BORGRisek 7 Cap 11.00 LE Julphar

Omez Omepak Healsec Risek0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

2008 2009

SWOT analysis:


Strengths:- Healsec is the first PPI to be presented by an Egyptian

pharm. company in the full range of concentrations- Prices of healsec are the most affordable among all other

PPIs- Simple dosage- High quality Borg product - Healsec 10 mg establishment in market facilitates

introduction of Healsec 20 and 40 mg - High reputation of Borg Pharmaceutical Company- Highly trained medical representative to promote the

product- Skillful marketers and experienced managers

Weaknesses:- Interference with some other drugs metabolism

(ketoconazole and ampicillin esters)- No available studies for pregnancy- Dose adjustment required in case of hepatic patients

Opportunities:- Omeprazole is the highest selling PPI among rivals- Omeprazole is well established active constituent in minds of

physicians - Proton Pump Inhibitors market is growing from year to year- Acid suppression market is not seasonally affected market- Decreasing GDP per capita and the recession status in Egypt

Threats:- Unethical ways of promotion that predominates in the

Egyptian pharmaceutical firm (eg deals with doctors)- Pharmaceutical market is always fluctuating and trends

affect this market

Marketing Strategies and tactics:


Marketing Objectives:

Quantitative:- Achieving 276760 units sales by the end of the year

Distributed as follows: 84760 units of Healsec 10 mg (21190 units/month)137140 units of Healsec 20 mg (34285 units/month)54860 units of Healsec 40 mg (13715 units/month)

Qualitatative:

- Establishment Healsec name in the PPI market and - Maintaining steady sustainable growth for Healsec- Managing the marketing resources to achieve marketing

goals

Marketing Tactics:

1- Relying on the trust of Omeprazole as PPIsThrough emphasizing that Omeprazole is the BEST SELLING PPIs in the Egyptian market Omeprazole represents 50% of unit sales

2- Each concentration of Healsec will be competing with specific classes of drugs for specific indications

Product Market Expansion:- Intensive growth (market penetration by the 10 mg conc)In this strategy Healsec 10 mg is directly competing with other Omeprazole 10 mg preparations and h2 blockers

- Diversificative growth (20 and 40 mg concentrations) In this strategy Healsec 20 mg competing with other 20 mg preparations and Healsec 40 mg is competing with other Omeprazole and Pantoprazole containing 20-40 mg

Target market:


The new three concentrations of Healsec intended to target three types of market

- Penetrated market: those who prescribe Healsec 10 mg- Potential market: those who prescribe PPIs- Available market: those who prescribe acid suppression agent (either

H2-blockers or antacids)

Market Segmentation:

1. GIT specialtyThis segment of physicians are very important and plays a vital role in promoting the 3 concentrations of HealsecTheir patients ranging from the acute GIT disorders to the most complicated onesThus these physicians are susceptible to prescribe all concentrations of HealsecAlso these physicians play the role of KOLs to other segments

2. IM specialty3. GP specialty4. Ortho specialty

These physicians are NSAIDs heavy prescribers so targeting this segment with healsec as a co-prescribed drug with NSAIDs to treat ulcers or to be used as a prophylactic agent

5. PharmaciesPharmacists often dispense OTC medications for Heartburn and hyperacidity patientsThis segment is targeted with Healsec 10 mg to be used as OTC medication in these cases

Market Positioning:

Healsec is positioned as


The optimum control from a to zThis means that all acid related disorders could be controlled with HealsecEvery concentration of Healsec is positioned in specific indications and deal with specific competitors

Healsec Conc Indications Competitors

10 mg NSAIDs induced gastropathyMaintenance after treatment

Omeprazole 10 mg preparationsH2 Blockers

20 mg Duodenal UlcersGERDErosive esophagitisNERDTriple therapy of H.pylori

Omeprazole 10 mg preparationsOmeprazole 20 mg preparations

40 mg Gastric UlcersDual therapy of H.pylori

Omeprazole 40 mg preparationsPantoprazole 20-40 mg preparations

Integrated marketing communication:

- Integration of all marketing tools, approaches, and resources within the company to ensure delivery of same consistent message which results into maximum impact on physicians minds

- All medical reps must stick to the strategy written on this plan to ensure delivery of the same message

Healsec Core Competencies:

- Healsec is an Omeprazole which is the number one selling proton pump inhibitor in Egypt


- Healsec is a high quality product also presented in a jar with contains silica gel to protect from light

- Healsec is offered in very challenging prices ,they are the most affordable in the Egyptian market

Dealing with competitors:

Competitve advantages over competitors:

Antacids:


- Healsec directly inhibits the active acid pumps so significantly suppress acid production while antacids partially neutralize existing stomach acid. They do not decrease stomach acid production.

- Antacids don’t cure they only relief symptoms- Antacids provides a fake “concept of healing relief” - Prices of Healsec are much more economic than antacids

H2Blockers:

- Healsec shows superior advantages over H2 blockers in this market due to Healsec works directly on active acid pumps to significantly inhibit acid production while H2 blockers block only one of the three pathways that affect acid production

- The efficacy of Healsec exceeds that of H2 blockers- The price of Healsec are more economic than those of H2 blockers- Improved patient compliance as Healsec taken once daily in

comparison to dual or triple doses of H2 Blockes

Pantoprazole ,Lanzoprazole and Rabeprazole:

- Healsec is an Omeprazole containing product and Omeprazole represents the number one selling PPI in Egypt due to its superior efficacy and trust of physicians

- Healsec presented in high quality form packed in a jar with silica gel - Prices Of Healsec are much more affordable than that of other PPIs

Other Omeprazole Containing Preparations:

- Healsec is a high quality product- Prices of Healsec are much more affordable than that of other

Omeprazole containing drugs

Marketing Mix:

Product: Product detailing (Listed before)

Indications and dosing:Concentration Indications Dosing40 mg Gastric ulcers Once daily 4-8 weeks


H.pylori dual therapy with one antibiotic Once daily for 14 days20 mg Duodenal ulcers Once daily 4-8 weeks

Erosive esophagitis Once daily 4-8 weeksGERD Once daily 4-8 weeksH.pylori triple therapy with 2 antibiotic Twice daily for 10 days

10 mg NSAIDs induced gastropathyMaintenance after treatment

PackagingHealsec 10 mg in a jar contains 14 capsulesHealsec 20 mg in a jar contains 14 capsulesHealsec 40 mg in a jar contains 14 capsules

Price:Prices are varying according to concentrations : Healsec 10 mg = 10 L.E. Healsec 20 mg = 12 L.E Healsec 40 mg = 25 L.E.

Place:Healsec will be distributed all over Egypt via major distribution channels:-Pharma Overseas-UCP-Ibn Sina laborex

Promotion:Personal selling

major promotional mix presenting the product via medical reps is the

Sales promotions Free product samples Incentive promotions and bonuses Giveaways to facilitate promotion

Public realtions:Through AV actions conducted in hospitals and centers of influenceSponsoring conferences

Implementation and control:

Launch Plan:

Phase ActivitiesPre-Launch phase Training for medical reps in all scientific offices

Prepare of lists of 50 physician per medical rep among the


following specialtiesGIT – IM - GP - Ortho

Pharmacy campaign Visits for the 12 top prescribers to promote Healsec

Launch

Phase

1 st weeks of launch

Mono-detailing call for the 50 physiciansDuring this call each medical rep will deliver the unified message using brochure and leave 2 samples for each physician (Healsec 20 and 40 mg)AM Centers visits using block notes to promote Healsec

2 nd week of launch

Mono-detailing call for the 50 physiciansDuring this call each medical rep will deliver the unified message using brochure Each medical rep will chose 30 physicians from his list to give them valuable giveaway (paper holder) and for the rest of physicians he will give them Healsec 20 mg samplesAM Centers visits using block notes to promote Healsec

3 rd week - 4 th

week of launch:

3rd call to the 50 physicians and distribution of Healsec 20 mg samples for each physicianAM Centers visitsPreparations of lists contain AM centers of influence to perform AV actions

5 th week - 6 th

week of launch

Reminding calls for the 50 physiciansDistribution of 20 mg samples for 30 physicians and 40 mg samples for 20 physiciansConducting AV actions in the chosen centersMono-detailing visit for the 50 physiciansConducting AV actions campaign

Feedback and controlling

Evaluation and feedback reportingAttached reports will be fulfilled and sent to marketing scientific office

Healsec Launch Feedback Report

Medical Rep…………………………… Supervisor ………………………………Area……………………………………..Number of customers:

Total Doctors GIT GP IM Ortho Others…….

Sales Values:


Target Units Total Sales Units UCP Pharma Others……

Product market penetration grid:

Segment Major Indications Comments and objections

Healsec 10 mg Healsec 20 mg Healsec 40 mg

GIT

IM

GP

Ortho

Medical Representative Feedback:……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Healsec Launch Feedback ReportSupervisor ………………………………Area……………………………………..Number of customers:

Total Doctors GIT GP IM Ortho Others…….

Sales Values:Target Units Total Sales Units UCP Pharma Others……


Product market penetration grid:

Segment

Major Indications Comments and objections

Healsec 10 mg Healsec 20 mg Healsec 40 mg

GIT

IM

GP

Ortho

Supervisor Feedback:……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………


Basic Marketing Plan - Copy

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