Pharmaceutical Marketing
PAKISTAN PHARMACEUTICALS MARKET
World Pharma Market Worth $300 Billion
Pakistan Pharma Market Worth $6.4 Billion-2% of World Total
30 MNCs and 400 national manufacturing units
Share of MNC 45% Share of NCs is 55% Growth Rate 12% per annum
Top Companies
TOP MNC GlaxoSmithKline holding 12% Market Share
National Company Getz Pharma holding 4% Market Share
Top Companies in Pakistan
GSK-GlaxoSmithKline Pfizer Abbott Novartis Sanofi-Aventis Roche Bayer Eli-Lilly Johnson & Johnson
Top National Companies Getz Sami Hilton Bosch Highnoon Macter Searle Wilson
Contribution to Economy
600 companies are active in the field 100,000 employees 1% of sales of each company goes to
R&D fund of MOH More than 47000 Registered Drugs 1100 registered Molecules Almost all are price controlled
Types Of Companies
MNCs
National Companies
Marketing/ Franchisee/ Third Party
New Business Model (outsourcing) Vikor Pharma Muller and Phipps Premier Agencies Helium
Vikor Pharma
Founded in 1979 as Distribution Company
Largest National Phrama Distribution Company in 1985
Most Modern MIS , Booking and delivery System
Branches in Karachi, Lahore , Islamabad, Quetta, Peshawar, Jhelum, Abbotabad
Country wide Sub Distributors
Vikor Pharma
Owe more than 33% share of GSK distribution
Signed an agreement with GSK in July 2011
Promotion of GSK Products with a Sales Volume of PKR. 1 Billion
Product Portfolio Ceporex, Seroxat, Revitale-B, Zentel, Lotrix,
Dependal-M, Tagamet, Piriton, Zyloric
Mission
Do More Feel Better Live Longer
GlaxoSmithKline – one of the world's leading research-based Pharmaceutical and healthcare companies – is committed to improving the quality of human life by enabling people to do more, Feel them better and live a longer life
•Our Values
Some Brands of Gsk
International Federation of Pharmaceutical Manufacturers & Associations
Value of Ethical Promotion of Medicines •Ethical promotion helps ensures that:
•Healthcare professionals have access to information they require;
•Patients have access to the medicines they need; and •That medicines are prescribed and used to benefit patients worldwide
© IFPMA 2013
DOs & DON’Ts
ALLOWED Promotional Aids (strict provision) Items of Medical Utility (strict Provision) Hosting of Scientific Promotional Meeting Limited Sponsorship to genuine scientific event Cultural courtesy cards/gifts(i.e. inexpensive
gifts not related to items of medical utility and allowed by local Law)
Meals/Dinners if in connection to an event and secondary
© IFPMA 2013
DOs & DON’Ts
NOT ALLOWED Monetary Gifts Personal Gifts (i.e. flowers, jewelry, cars, etc.) Recreational Activities (i.e. golf, tickets to
sporting events, concert, vacations, etc.) Sponsoring of family events or paying for a
guest/companion Meals/Dinners if not in connection to an
event Any form of entertainment (i.e. company paid
for musical performance during dinner
© IFPMA 2013
Marketing Strategies
Human Resource Department
Marketing Department
Training Department
Hiring of Qualified & Skilled Personnel
Marketing Strategies
Medical Departm
ent
Sales Management
Product Manage
ment
Marketing Strategies
Develop Marketing Strategy &
Promo Material
Implement in the Field
Approval by Medical
Department
Marketing Strategies
One to one Detailing to HCPs by Medical Rep
through When, Why, How
Give Samples/starter packs to Drs
Give Items of Medical Utility for promotion
Participation in International and National Conferences
Marketing Strategies
Clinical Meetings
Educational Programs for Drs.
Sponsorship in Conferences and Seminars
Donations to Govt. Hospitals
Participation in Tender Business
Economical Gifts like Pen, Torch, Tissue paper
Social Responsibilities
GSK works under IFMPA CODE OF PRACTICE and follows it’s values
GSK is present in more than 100 countries that always value it’s customers .
In GSK all work done in a 100% pure environment , So that their customers are benefitted.
GSK works with NGOs in un-developed countries.
GSK is largest producers of Vaccines in the World, works in collaboration with NGOs
SWOT ANALYSIS
STRENGHTS
Global Presence in more than 100 countries Strong financial Position Number-1 research based MNC in Pakistan High Quality research Products Top company in Skin and Vaccine segments Enjoying customer’s faith Strong , Qualified, Trained Team
SWOT ANALYSIS
WEAKNESS
Have to follow IFMPA’s Code of Practice
Beaurocratic Style of Management Lack of Strong Controlling System Limited Field Force in Specialty
Groups Frequent Shortages of Products
SWOT ANALYSIS
OPPORTUNITIES
New research Molecules to be launched
Outsourcing of mature products Generics Products in Pipeline Emerging market of Vaccine Growth oriented FMCG Group
SWOT ANALYSIS
THREATS
Uncertain rules and regulations of Govt.
No Patent Law/protection in Pakistan
Increasing Inflation and value of US-$
Increasing Competition by National Cos
Large Field Force of National companies
Unethical Practices of Competitors
Unethical Practices in Pharma Bribing Pick and Drop Services Payments of Utility Bills Heavy Discounts FOC Goods Checks/Cash incentives Expensive Lunch/Dinner
Unethical Practices in Pharma Free Medical Camps
Monthly Salary
Jewelry
Furniture/Fixture
Office Equipment
Expensive Electronic Items
Unethical Practices
Expensive Gifts
Excursion Trips
Vacation Packages
Local and Foreign Trips
Unethical Practices
Renovation of Clinic
Partner ship offers
Installment offers
And other Services
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