Final Report Shailaja

IBS
MUM
MARKET SURVILLANCE OF STRONG KIT
A REPORT
ON
By
(SHAILAJA BHARATI - 08BS0003059)
Approved By
(Prof. S S NAYAK)
Submitted in partial fulfillment of the requirements
For the degree of MBA
ICFAI BUSINESS SCHOOL
MUMBAI
2009
ii
IBS MUMBAI SUBMITTED BY: SHAILAJA BHARATI
iii
CERTIFICATE
Project Entitled : MARKET SURVILLANCE OF STRONG KIT
Submitted By : SHAILAJA BHARATI (08BS0003059)
This is to certify that the above mentioned student have successfully

completed the Project required in partial fulfillment of the requirement of
MBA Program of ICFAI BUSINESS SCHOOL during the academic year
2009.
Company Guide Faculty Guide
(Mr. Shishir Kumar Sinha) (Prof S S Nayak)
Date: ___________
iv
ACKNOWLEDGEMENT
Many people contributed in making my project a success. My Project is primarily the vision of
Mr. NANA RAO (Deputy General Manager of Indchemie Health Specialities Pvt. Ltd) who
initially defined the project, articulated its implementation as a resource, and determined its scale
and scope.
Thanks are also in line towards my Company Guide and MARKETING MANAGER of
Indchemie Health Specialities Pvt. Ltd, Mr. SHISHIR KUMAR SINHA. His untiring and able
guidance gave me the confidence and motivation to go forward with this daunting task.
I would also like to thank Mr. SUNIL KUMAR, Product Manager of Indchemie Health
Specialities Pvt. Ltd, for the exhaustive support provided and the confidence which he showed in
me.
My project would not have been a success without the help of Mr. AMIT A. JHADAV, Area
Sales Manager (Central Region), Mr. PANKAJ KUMAR MISHRA (Sales Representative),
Mr. ANUPAM KUMAR (Sales Representative), Mr. VINAY KUMAR MISHRA (Sales
Representative), Mr. PANKAJ KUMAR (Sales Representative), & Mr. SANJIV KUMAR
(Sales Representative),
A project of this enormity and complexity requires the dedication of a number of individuals.
Our Faculty Guide Prof S S NAYAK has always been present as a guiding light whenever dead
ends were encountered.
I would also like to express my gratitude to our SIP Co-coordinator, Prof G.C. NAG for
providing us his valuable time and helping us in our study.
Finally, appreciation is expressed to all the Colleagues of Indchemie Health Specialities Pvt.
Ltd for their continued support throughout.
Least but not the last a sincere thanks to all the Doctors, my Parents, my God, and my Friends.
v
TABLE OF CONTENT
FRONTISPIECE ii
CERTIFICATE iii
ACKNOWLEDGEMENT iv
TABLE OF CONTENT v
LIST OF TABLES ix
LIST OF PICTURES vii
SUMMARY xii
A Short History of Medicine 1
1. ABOUT THE PHARMACEUTICAL INDUSTRY 2
1.1 History 2
1.2 Research and Development 4
1.2a Drug Discovery 4
1.2b Drug Development 4
1.2b Cost of Innovation 5
1.3 Product Approval in US 5
1.4 Pharmaceutical Industry and the Patent System 6
vi
1.4a what is Patent? 6
1.4b Global institution responsible for administering the Patent System 7
1.4c Special Problem of the Pharmaceutical Industry 7
1.4d In Future IPRs with Pharmaceutical Industry 7
1.5 Pharmaceutical Marketing 8
1.5a Direct and Indirect Marketing to Health Care Providers 8
1.5a1 Individual Research 9
1.5a2 Peer Influence 9
1.5a3 Direct Physician contact with pharmaceutical sales representative 9
1.5a4 Physician Targeting 10
1.5a5 Opinion Leader Influence Mapping 10
1.5a6 Sales Force Size and Structure 11
1.5a7 Private and Public Insurers 11
1.5b Direct Marketing to Patients 11
1.6 Majors Players of Pharmaceutical Industry 12
1.7 India Stand 13
1.7a Advantage India 14
1.7b Exports 15
1.7c Growth 16
1.7c1 New Business Model 16
vii
1.7c1a Contract Manufacturing 18
1.7d Enabling Framework Required 20
1.7d1 SWOT Analysis 20
1.8 Top Pharmaceutical Companies of India 22
1.9 Introduction about the Company 26
1.10 Introduction to the Project 28
1.10a Objective behind Launching the Strong Kit 29
1.10b What is Osteoporosis? 29
1.10b1 Diagnosis of Post Menopausal Osteoporosis 30
1.10b2 Incidence Osteoporosis in WO (Men) 30
1.10b3 Pathogenesis of Osteoporotic Fracture 31
1.10b4 Implications Postmenopausal Osteoporosis 32
1.10b5 Osteoporosis Treatment 33
1.11 Purpose Scope & Limitation 35
1.11a Purpose 35
1.11b Scope 36
1.11c Limitations 36
1.12 Source & Method Adopted 37
1.21a Sources 37
1.21b Methodology 38
viii
1.13 Report Organization 38
2 DISCUSSION OF THE PROJECT 39
2.1 Understanding the Project Literature 39
2.1a Strong Kit Dosage 39
2.1b Pharmacology of each molecule 40
2.2 Market Research 42
2.2a Questionnaire Design 43
2.2b Analysis Method 43
3 ANALYSIS 46
3.1 Data Organization 46
3.2 Data Table 47
3.3 Pivot Table 49
3.4 Chi square analysis (Test of Independence) 51
3.5 Interpretation of the analysis done so far 55
3.6 Forecasting of sale of the Strong Kit 56
3.6a Correlation and Regression Analysis 56
3.6a1 Forecasting of sale of Strong Kit through Raloxifene 56
3.6a2 Forecasting of sale of Strong Kit through Risedronate 59
3.6a3 Forecasting of sale of Strong Kit through the usage of 62
Both molecules i.e. Raloxifene and Risedronate
ix
3.7 Gynecologist View 65
3.8 Orthopaedic View 68
3.9 Risedronate Vs other Bisphosphonate 71
3.9a under Gynecologist 71
3.9b under Orthopaedic 72
3.10 Preference for Menopause Clinic 73
3.11 Overall Result 74
4 CONCLUSION & RECOMMENDATION 75
4.1 Findings for Strong Kit 75
4.2 Recommendations 77
5 EXHIBITS, APPENDIX, REFERENCE 90
x
LIST OF TABLES
Table 1.1: List of the Market leaders in terms of revenue
Table 1.2: Growth rate of export of pharmaceutical companies in India
Table 1.3: SWOT Analysis
Table1.4: Risk factors of Osteoporosis
Table 1.5: DEXA BMD Value
Table1.6: Strong Kit molecule information
Table1.7: Question and their Objective
Table1.8: List of Gynecologist who showed interest for Strong Kit
Table1.9: List of Orthopaedic who showed interest for Strong Kit
Table1.10: List of Gynecologist who asked for the Literature of Strong Kit
Table1.11: List of Orthopaedic who asked for the Literature of Strong Kit
Table1.12: List of Gynecologist who showed interest for opening Menopause Clinic.
LIST OF PICTURES
Figure1.1: India Pharma 2015 prescribed growth
Figure1.2: Emerging model to capture the outsourcing opportunity
Figure1.3: Contract Manufacturing (Comparison with other countries)
xi
Figure1.4: Contract manufacturing service providers across the service chain
Figure1.5: Incidence osteoporosis in women
Figure1.6: pathogenesis of osteoporosis fracture
Figure1.7: Implication Postmenopausal Osteoporosis
Figur1.8: Osteoporosis treatment
Figure1.8: Snapshot of Gynecologist Report
Figure1.9: Snapshot of Orthopaedic Report
Figure1.10: Snapshot of the Data Table
Figure1.11: Snapshot of the Pivot Table
Figure1.12: Snapshot of the actual Observation Table of the molecule Raloxifene
Figure1.13: Snapshot of the expected value of the molecule Raloxifene
Figure1.14: Snapshot of the actual Observation Table for the combination (Strong Kit)
Figure1.15: Snapshot of the expected value of the combination (Strong Kit)
Figure1.16: Snapshot of the data chart for the pivot table analysis
Figure1.17: Snapshot of the table of usage of Raloxifene and Strong Kit
Figure1.18: Snapshot of the correlation table between “Writes Raloxifene & Writes Strong Kit”
Figure1.19: Snapshot of the Summary Output of the Raloxifene molecule
Figure1.10: Snapshot of the table of usage of Risedronate and Strong Kit
Figure1.11: Snapshot of the correlation table between ‘Writes Risedronate & Writes Strong Kit’
Figure1.12: Snapshot of the summary output of the molecule Risedronate
xii
Figure1.13: Snapshot of the table of usage of both molecule together & Strong Kit
Figure1.14: Snapshot of the correlation table between ‘Writes both & Writes Strong Kit’
Figure1.10: Snapshot of the Summary Output of “Writes both molecules”
LIST OF GRAPHS
Graph1.1: Strong Kit acceptance
Graph1.2: Gynecologists’ Preference for Raloxifene
Graph1.3: Gynecologists’ Preference for Risedronate
Graph1.4: Gynecologist preference for Strong Kit
Graph1.5: Orthopaedic preference for Raloxifene
Graph1.6: Orthopaedic preference for Risedronate
Graph1.7: Orthopaedic preference for Strong Kit
Graph1.8: Gynecologists’ preference for Risedronate Vs other Bisphosphonate
Graph1.9 Orthopaedics’ preference for Risedronate Vs other Bisphosphonate
Graph1.10: Gynecologist who showed interest for opening Menopause Clinic
xiii
SUMMARY
The Summer Internship program (SIP) forms an important component of education
at IBS. It is an attempt to bridge the gap in the students’ perception between the
academic institution and the corporate world. Internship is a vehicle for
introducing students to real- life situations, which cannot be simulated in the
classroom. Therefore, Internship assignments must necessarily be those of direct
interest to the host organization.
Keeping these things in mind the project “Market Surveillance of Strong KIT”
which is allotted to me at Indchemie Health Specialities Pvt. Ltd has all the
ingredients of a great project. The core objective of the project is to find the
feasibitly of Strong Kit among the Doctors that is Gynecologists and
Orthopaedics. This project is of great importance to Indchemie Health Specialities
Pvt. Ltd. because it would help their company to
This project introduced me to real life business situations such as understanding

the company’s product literatures and their strengths and weakness and then
communicating with the clients in such a way that they get impressed by the
company’s products and profiles , which are hard to simulate in the classroom. It
has exposed us to the practical dimensions of the theoretical concepts that we have
learned so far and also to the art and craft of management which includes
maintaining good rapport with the boss, colleagues, juniors as well as the clients.
Through our interaction with the professionals in the industry, we have also
learned the necessary social/ interpersonal skills and undergone the rigor of
professional environment, both in form and substance.
xiv
This report basically deals with how we have gone about implementing this project
and the learning that we have received. The report begins with a brief introduction
of the pharmaceutical industry followed by a brief introduction of the company ,
followed by the details of the project allotted to us which includes the objectives
and the goals, then I have described the methodology of implementation of this
project and finally ending with the conclusions and recommendations from my side
along with the learning from this project and company.
xv
A Short History of Medicine
2000 B.C. - "Here, eat this root."

1000 B.C. - "That root is heathen, say this prayer."
1850 A.D. - "That prayer is superstition, drink this
Potion."
1940 A.D. - "That potion is snake oil, swallow this pill."
1985 A.D. - "That pill is ineffective, take this antibiotic."
2000 A.D. - "That antibiotic is artificial. Here, eat this
Root."
And this goes on….. 
1
1. ABOUT THE PHARMACEUTICAL

INDUSTRY
The Pharmaceutical Industry develops, produces, and markets drugs licensed for use as
medications. Pharmaceutical companies can deal in generic and/or brand medication. They are
subject to a variety of laws and regulations regarding the patenting, testing and marketing of
drugs.
1.1 HISTORY:
The earliest drugstore dates back to middle ages. The first known drugstore was operated by
Arabian Pharmacists in Baghdad in 754, and many more soon began operating throughout the
medieval Islamic world and eventually medieval Europe. By the 19 th century, many of the drug
stores in Europe and North America had eventually developed into larger pharmaceutical
companies.
Most of today’s major pharmaceutical companies were founded in the late 19 th and early 20th
centuries. Key discoveries of the 1920s and 1930s, such as insulin and penicillin, became mass
manufactured and distributed. Switzerland, Germany and Italy had particularly strong industries,
with the UK, US, Belgium and the Netherlands Following suit.
Legislation was enacted to test and approve drugs and to require appropriate labeling.
Prescription and nonprescription drugs became legally distinguished from one another as the
pharmaceutical industry matured. The industry got underway in earnest from the 1950s, due to
the development of systematic scientific approaches, understanding of human biology and
sophisticated manufacturing techniques.
Numerous new drugs were developed during the 1950s and mass-produced and marketed
through the 1960s. These included the first oral contraceptive, “The Pill”, Cortisone, blood-
pressure drugs and other heart medications.
2
Attempts were made to increase regulation and to limit financial links between companies and
prescribing physicians, including by the relatively new US FDA. In 1964, the World Medical
Association issued its Declaration of Helsinki, which set standards for clinical research and
demanded that subjects give their informed consent before enrolling in an experiment.
Pharmaceutical companies became required to prove efficacy in clinical trials before marketing
drugs.
The industry remained relatively small scale until the 1970s when it began to expand at a greater
rate. Legislation allowing for strong patents, to cover both the process of manufacture and the
specific products came in to force in most countries. By the mid-1980s, small biotechnology
firms were struggling for survival, which led to the formation of mutually beneficial partnership
with large pharmaceutical companies and a host of corporate buyouts of smaller firms.
Pharmaceutical manufacturing became concentrated, with a few companies holding a dominant

position throughout the world and with a few companies producing medicines within each
country.
Managed care and health maintenance organizations (HMOs) spread during the 1980s as part of
an effort to contain rising medical costs, and the development of preventative and maintenance
medications became more important. A new business atmosphere became institutionalized in the
1990s, characterized by mergers and takeovers, and by a dramatic increase in the use of contract
research organizations for clinical development and even for basic R&D. The pharmaceutical
industry confronted a new business climate and new regulations, born in part from dealing with
world market forces and protests by activists in developing countries.
Marketing changed dramatically in the 1990s, partly because of a new consumerism. The
internet made possible the direct purchase of medicines by drugs consumers and of raw materials
by drug producers, transforming the nature of business. In the US, Direct-to-consumer
advertising proliferated on radio and TV because of new FDA regulations in 1997 that
liberalized requirements for the presentation of risks.
Drug development progressed from a hit-and miss approach to rational drug discovery in both
laboratory design and natural-product surveys. Demand for nutritional supplements and so called
alternative medicines created new opportunities and increased competition in the industry.
3
There are now more than 200 major pharmaceutical companies, jointly said to be more profitable
than almost any other industry, and employing more political lobbyists than any other industry.
Advances in biotechnology and the human genome project promise ever more sophisticated, and
possibly more individualized, medications.
1.2 RESEARCH AND DEVELOPMENT:
1.2a. Drug discovery is the process by which potential drug are discovered or designed. In
the past most drugs have been discovered either by isolating the active ingredient from
traditional remedies or by serendipitous discovery. Modern biotechnology often focuses on
understanding the metabolic pathways related to a disease state or pathogens, and manipulating
these pathways using molecular biology or Biochemistry. A great deal of early-stage drug
discovery has traditionally been carried out by universities and research institutions.
1.2b. Drug development refers to activities undertaken after a compound is identified as a

potential drug in order to establish its suitability as a medication. Objectives of drug
development are to determine appropriate Formulation and Dosing, as well as to establish safety.
Research in these areas generally includes a combination of in vitro studies, in vivo studies, and
clinical trials. The amount of capital required for late stage development has made it a historical
strength of the larger pharmaceutical companies.
Often, large multinational corporations exhibit vertical integration, participating in a broad range
of drug discovery and development, manufacturing and quality control, marketing, sales, and
distribution. Smaller organizations, on the other hand, often focus on a specific aspect such as
discovering drug candidates or developing formulations. Often, collaborative agreements
between research organizations and large pharmaceutical companies are formed to explore the
potential of new drug substances.
1.2c. The Cost of Innovation: Drug discovery and development is very expensive; of all
compounds investigated for use in humans only a small fraction are eventually approved in most
nations by government appointed medical institutions or boards, who have to approve new drugs
before they can be marketed in those countries. Each year, only about 25 truly novel drugs (New
Chemical entities) are approved for marketing. This approval comes only after heavy investment
4
in pre-clinical development and clinical trials, as well as a commitment to ongoing safety

monitoring. Drugs which fail part-way through this process often incur large costs, while
generating no revenue in return. If the cost of these failed drugs is taken into account, the cost of
developing a successful new drug (New chemical entity or NCE), has been estimated at about 1
billion USD (not including marketing expenses).
These estimates also take into account the opportunity cost of investing capital many years
before revenues are realized. Because of the very long time needed for discovery, development,
and approval of pharmaceuticals, these costs can accumulate to nearly half the total expense.
Some approved drugs, such as those based on re-formulation of an existing active ingredient
(also referred to as Line-extensions) are much less expensive to develop. The consumer
advocacy group Public Citizen suggests on its web site that the actual cost is under $200 million,
about 29% of which is spent on FDA-required clinical trials. For me-too-drugs and for generics,
the cost are even less.
1.3 PRODUCT APPROVAL IN THE US:
In the United States, new pharmaceutical products must be approved by the FDA as being both
safe and effective. This process generally involves submission of an Investigational new drug
filing with sufficient pre-clinical data to support proceeding with human trials. Following IND
approval, three phases of progressively larger human clinical trials may be conducted.
Phase I generally studies toxicity using healthy volunteers.
Phase II can include Pharmacokinetics and Dosing in patients, and
Phase III is a very large study of efficacy in the intended patient population.
Phase 1V of post-approval surveillance is also often required due to the fact that even the largest
clinical trials cannot effectively predict the prevalence of rare side-effects.
Post-marketing surveillance ensures that after marketing the safety of a drug is monitored
closely. In certain instances, its indication may need to be limited to particular patient groups,
and in others the substance is withdrawn from the market completely. Questions continue to be
raised regarding the standard of both the initial approval process, and subsequent changes to
5
product labeling (it may take many months for a change identified in post-approval surveillance
to be reflected in product labeling) and this is an area where congress is active.
1.4 PHARMACEUTICAL INDUSTRY AND THE PATENT

SYSTEM:
1.4a. What is Patent It is a property right granted by a sovereign state to an inventor of a

novel, non-obvious and useful invention. The owner of a patent has the right to exclude others
from making, using, offering for sale, or selling his or her invention for a period of 20 years from
the filling of the patent application. The benefits of granting an inventor the exclusive property
right of a patent for the limited period of 20 years is that he or she is given a powerful incentive
to create. The inventor is assured that the inventors will be given the incentive to commit the
financial resources necessary to support the inventors’ research and to develop it to the point
where it can be manufactured and made available to market.
There are two kinds of patent: Product patent and Process patent
1.4b. Global Institutions responsible for administering the Patent System:
 National patent offices

 The world Intellectual Property Organization
 The World Trade Organization
1.4c. Special Problems of Pharmaceutical Patent: The pharmaceutical industry is one

of three technology based industries in which the patent virtually equals the product. The others
are chemical industry and the biotechnology industry, whose innovations span the spectrum from
the engineered plant varieties to human pharmaceutical therapies.
The pharmaceutical industry has an important characteristic that sets it apart from the other
industries that rely on patent protection. In many technology based industries it is possible to
keep invention a secret until the moment they are marketed. This allows inventors to delay patent
filings, until the last possible moment and, therefore, to maximize the effect of 20 year patent
term which runs from filing the patent application form. The culture of medical research,
6
however, emphasizes very early disclosure of inventions, usually long before a resulting product
can be placed on the market. This is because the scientists working in the field of human
pathology have an obligation to share their findings as soon as possible with their peers so that
those peers will be able to benefit from the new knowledge in their own research. And, unlike
industries such as computers and software, the pharmaceutical industry is heavily regulated by
government agencies to assure the safety and efficacy of the products which will be sold to the
consumers. In US, the FDA performs this function. Much of the investment in new drugs is the
clinical trials which are necessary to satisfy safety and efficacy regulators. The tolerance to the
buyer “beware philosophy” in the pharmaceutical industry is extremely low compared to other
industries.
1.4d. In Future IPRs with Pharmaceutical Industry: Intellectual property rights

have been defined as ideas, inventions and creative expressions on which there is a public
willingness to bestow the status of property. IPRs provide certain exclusive rights to the creator
of IP, in order to enable them to reap certain commercial benefits from their creative efforts or
reputations.
 The pharmaceutical industry has relied to a considerable degree on contracting and

outsourcing, especially “upstream” in R&D through various licensing arrangement and
“downstream” through co-marketing arrangement.
 Expanded sharing information including creation use of collaborative knowledge network
(CKN) can greatly enhance the company’s performance.
 Flexible and pervasive communications systems that allow information to flow
effortlessly within and between contracting organizations will provide the key to success.
 More web-based approaches will provide the foundations for these systems.
 The greatest positive impact of IT is likely to be in R&D where systems can contribute to
faster approval and market introduction of products.
 To attain leading position in branded products, they must emulate their global
counterparts in initiating strategic alliance with smaller biotech company, which are
expected to key future source of innovation.
7
Focusing on physicians as key decision-maker has long been a priority of the pharmaceutical
industry; physicians will contribute to be the most important gatekeeper to the market.
1.5 PHARMACEUTICAL MARKETING:

It is the business of advertising or otherwise promoting the sale of pharmaceuticals or drugs. The
marketing of medication has a long history. The sale of miracle cures, many with little real
potency, has always been common. Marketing of legitimate non-prescription medications, such
as pain relievers or allergy medicine, has also long been practiced. Mass marketing of
prescription medications was rare until recently, however. It was long believed that since doctors
made the selection of drugs, mass marketing was a waste of resources; specific ads targeting the
medical profession were thought to be cheaper and just as effective. This would involve ads in
professional journals and visits by sales staff to doctor’s offices and hospitals. An important part
of these efforts was marketing to medical students.
1.5a Direct and indirect marketing to health care providers
Physicians are perhaps the most important players in pharmaceutical sales. They write the
prescriptions that determine which drugs will be used by the patient. Influencing the physician is
the key to pharmaceutical sales. Historically, this was done by a large pharmaceutical sales force.
A medium-sized pharmaceutical company might have a sales force of 1000 representatives. The
largest companies have tens of thousands of representatives around the world. Sales
representatives called upon physicians regularly, providing information and free drug samples to
the physicians. This is still the approach today; however, economic pressures on the industry are
causing pharmaceutical companies to rethink the traditional sales process to physicians.
Pharmaceutical companies are developing processes to influence the people who influence the
physicians. There are several channels by which a physician may be influenced, including self-
influence through research, peer influence, direct interaction with pharmaceutical companies,
patients, and public or private insurance companies. There are also web based instruments that
can be used to determine the influencers and buying motives of physicians.
There are a number of firms that specialize in data and analytics for pharmaceutical marketing.
8
1.5a1. Individual research: Physicians discover pharmaceutical information from such sources
as the Physician’s Desk Reference and online sources such as PDR.net, as well as via PDAs with
application. They also rely upon pharmaceutical-branded e-detailing sites, pharmaceutical sales
and non-sales representatives, and scholarly literature. Scholarly literature can be in the form of
medical journal article reprints, often delivered by sales representatives at their place of
employment or at conference exhibitions.
1.5a2. Peer influence: Key opinion leaders
Key opinion leaders (KOL), or "thought leaders", are respected individuals, such as prominent
medical school faculty, who influence physicians through their professional status.
Pharmaceutical companies generally engage key opinion leaders early in the drug development
process to provide advocacy and key marketing feedback. Some pharmaceutical companies
identify key opinion leaders through direct inquiry of physicians (primary research).
 Colleagues
Physicians acquire information through informal contacts with their colleagues, including social
events, professional affiliations, common hospital affiliations, and common medical school
affiliations. Some pharmaceutical companies identify influential colleagues through
commercially available prescription writing and patient level data. Doctor dinner meetings are an
effective way for physicians to acquire educational information from respected peers. These
meetings are sponsored by some pharmaceutical companies.
1.5a3Direct physician contact with pharmaceutical sales representatives : Currently, there

are approximately 100,000 pharmaceutical sales reps in India pursuing some 830,000
pharmaceutical prescribers. A pharmaceutical representative will often try to see a given
physician every few weeks. Representatives often have a call list of about 200 physicians with
120 targets that should be visited in 1-2 week cycles. Because of the large size of the
pharmaceutical sales force, the organization, management, and measurement of effectiveness of
the sales force are significant business challenges. Management tasks are usually broken down
into the areas of physician targeting, sales force size and structure, sales force optimization, call
planning, and sales forces effectiveness. A few pharmaceutical companies have realized that
9
training sales representatives on high science alone is not enough, especially when most products
are similar in quality. Thus, training sales representatives on relationship selling techniques in
addition to medical science and product knowledge, can make a difference in sales force
effectiveness. Specialist physicians are relying more and more on specialty sales reps for product
information, because they are more knowledgeable than primary care reps.
1.5a4. Physician targeting: Marketers attempt to identify the universe of physicians most likely
to prescribe a given drug. Historically, this was done by measuring the number of total
prescriptions (TRx) and new prescriptions (NRx) per week that each physician writes. This
information is collected by commercial vendors. The physicians are then "deciled" into ten
groups based on their writing patterns. Higher deciles are more aggressively targeted. Some
pharmaceutical companies use additional information such as:
 profitability of a prescription (script),

 accessibility of the physician,
 tendency of the physician to use the pharmaceutical company's drugs,
 effect of managed care formularies on the ability of the physician to prescribe a drug,
 the adoption sequence of the physician (that is, how readily the physician adopts new
drugs in place of older, established treatments), and
 the tendency of the physician to use a wide palette of drugs
 Influence that physicians have on their colleagues.
1.5a5. Opinion Leader Influence Mapping: Alternatives to segmenting physicians purely on

the basis of prescribing do exist, and marketers can call upon strategic partners who specialize in
delineating which characteristics of true opinion leadership, a physician does or does not possess.
Such analyses can help guide marketers in how to optimize engagements as bona fide advisors to
a brand, and can help shape clinical development and clinical data publication plans for instance,
ultimately advancing patient care.
1.5a6. Sales force size and structure: Marketers must decide on the appropriate size of a sales
force needed to sell a particular portfolio of drugs to the target universe. Design the optimal
reach (how many physicians to see) and frequency (how often to see them) for each individual
10
physician. Decide how many sales representatives to devote to office and group practice and how
many to devote to hospital accounts. Additionally, customers are broken down into different
classes; each class is differentiated by their prescription behavior and of course, their business
potential.
1.5a7. Private and public insurers: Public and private insurers affect the writing of
prescriptions by physicians through formularies that restrict the number and types of drugs that
the insurer will cover. Not only can the insurer affect drug sales by including or excluding a
particular drug from a formulary, they can affect sales by tiering, or placing bureaucratic hurdles
to prescribing certain drugs.
1.5bDirect marketing to patients
Since the late 1970s, direct-to-patient marketing of prescription drugs has become important.
Many patients will inquire about, or even demand to receive, a medication they have seen
advertised on television. In India, recent years have seen an increase in mass media
advertisements for pharmaceuticals. Expenditures on direct-to-consumer (DTC pharmaceutical
advertising) have more than quintupled in the last seven years since the FDA changed the
guidelines, from $700 million in 1997 to more than $4.2 billion in 2005.
11
1.6 MAJOR PLAYERS OF THE PHARMA INDUSTRY:
Listed below are the market leaders in terms of revenue:
Revenue Rank Company Country Total Revenues

11 Wyeth USA 20,351
(USD millions
2008
12
1 Bristol-Myers Squibb
Novartis USA
Switzerland 17,914
53,324
2
13 Pfizer
Eli Lilly and Company USA
USA 48,371
15,691
3
14 Bayer
Amgen Germany
USA 44,200
14,268
4
15 GlaxoSmithKline
Boehringer Ingelheim United Kingdom
Germany 42,813
13,284
5 Johnson and Johnson USA 37,020
6 Sanofi-Aventis France 35,645

7 Hoffmann-La Roche Switzerland 33,547
8 Astra Zeneca UK/Sweden 26,475
9 Merck & Co. USA 22,636
10 Abbott Laboratories USA 22,476
16 Schering-Plough USA 10,594

17 Baxter International USA 10,378
18 TakedaPharmaceutical Japan 10,284
19 Genentech USA 9,284

20 Procter & Gamble USA 8,964
1.7 INDIAS’ STAND
The Indian pharmaceutical industry is the second-fastest growing industry sector in the country.
It has shown a revenue growth of 27.32 per cent (as per the latest data available) to touch Rs
25,196.48 crore (Rs 251.96 billion) in 2007-08. The industry also saw Indian drug companies
buying out many small firms the world over as they expand their reach, markets and muscle.
12
Figure1.1: India Pharma 2015 prescribed growth
The Indian pharmaceutical industry currently tops the chart amongst India's science-based
industries with wide ranging capabilities in the complex field of drug manufacture and
technology. A highly organized sector, the Indian pharmaceutical industry is estimated to be
worth $ 4.5 billion, growing at about 8 to 9 percent annually. It ranks very high amongst all the
third world countries, in terms of technology, quality and the vast range of medicines that are
manufactured. Globally Indian Industry ranks 4th in terms of volume and 13th in terms of value. It
13
ranges from simple headache pills to sophisticated antibiotics and complex cardiac compounds;
almost every type of medicine is now made in the Indian pharmaceutical industry.
The Indian pharmaceutical sector is highly fragmented with more than 20,000 registered units. It
has expanded drastically in the last two decades. The Pharmaceutical and Chemical industry in
India is an extremely fragmented market with severe price competition and government price
control. The Pharmaceutical industry in India meets around 70% of the country's demand for
bulk drugs, drug intermediates, pharmaceutical formulations, chemicals, tablets, capsules, orals
and injectibles. There are approximately 250 large units and about 8000 Small Scale Units,
which form the core of the pharmaceutical industry in India (including 5 Central Public Sector
Units).
1.7a Advantage India:
1. Competent workforce: India posses a skillful work with high managerial and technical
competence.
2. Cost-effective chemical synthesis: The track record for development, particularly in the area
of improved cost beneficial chemical synthesis for various drug molecules is excellent.
3. Legal & Financial Framework: India is a democratic country with a solid legal framework
and strong financial markets. There is already an established international industry and business
community.
4. Information & Technology: It has a good network of world-class educational institutions and
established strengths in Information Technology.
5. Globalization: The country is committed to a free market economy and globalization. Above
all, it has a 70 million middle class market, which is constantly growing.
6. Consolidation: After many years, the international pharmaceutical industry has discovered
great opportunities in India. The process of consolidation, which has become a popular
phenomenon in the world pharmaceutical industry, has started taking place in the Indian
14
pharmaceutical industry as well. The Indian pharmaceutical industry which is worth US $ 3.1
billion is growing at the rate of 14 percent per annum.
1.7b Exports:
2003-04 2004-05 2005-06 2006-07 2007-08

15.57% 20.73% 11.13% 21.2% 18.24%
Source DGCIS
Table 1.2: Growth rate of export of pharmaceutical companies in India
The export constitutes almost 40% of the total production of the pharmaceuticals in India. India’s
pharmaceuticals exports are to the tune of $3.5bn currently, of which formulations contribute
55% and the rest 45% comes from the bulk drugs.
According to the Quick Estimates of Directorate General of Commercial Intelligence and

Statistics (DGCIS), Pharmaceuticals exports (valued in US dollar terms) registered an impressive
growth rate at 30.7% terms during April-October,2008 compared to the corresponding period of
the last year. This growth further increases to 38.5% when valued in rupees terms. Exports on
account of Pharmaceuticals have been consistently outstripping the value of corresponding
imports during 1996-97 to 2007-08. The trade balance increased from Rs. 2157 corers in 1996-
97 to Rs. 13893 corers in 2007-08. Exports of pharmaceuticals registered a growth at the rate of
16.22% during 2007-08. The share of exports of Pharmaceuticals products to the total national
exports have been in excess of 2% during each of last 12 years ending 2007-08. It has exhibited a
long-term upward trend from 2.01% in 1996-97 to 2.55% in 2007-08.
1.7c Growth:
India's pharmaceuticals market is expected to grow by about 12-13 per cent in 2009, says a study
by consulting firm IMS. During February 2009, India's drug retail industry continued its healthy
growth recording 13.3 per cent higher sales over the same month last year. A recent study by Yes
Bank estimates the domestic formulations market to touch US$ 21.5 billion by 2015. The Indian
vaccine market was worth US$ 665 million in 2007-08 and is growing at over 20 per cent.
15
Exports contribute over US$ 360 million, while the domestic market for vaccines is US$ 300
million.
By issuing a patent ordinance, India met the WTO commitment to reorganize foreign product
patent from January 1, 2005, the culmination of a 10 years process. In this scenario the Indian
pharmaceutical manufacturers won’t be able to manufacture patented drugs.
To adapt to this business model the industry is exploring business model different from the
traditional ones.
1.7c1 New Business Model includes:
1. Contract Research (Drug discovery and clinical trials)
2. Contract manufacturing
3. Co-marketing alliances
16
Figure1.2: Emerging model to capture the outsourcing opportunity
17
The focus of Indian Pharmaceutical is also shifting from process improvisation to drug discovery
and R&D. The Indian companies are setting up their own R&D and setups and are also
collaborating with the research laboratories like CDRI, IICT etc.
1.7c1.a Contract Manufacturing:
Many global pharmaceutical majors are looking outsource manufacturing from Indian
Companies, which enjoy much lower costs (both capital and recurring) than their western
counterparts. The Pharmacy companies are going for the compliance with International
regulatory agencies like USFDA, MCC etc. for their manufacturing facilities.
18
Figure1.3: Contract Manufacturing (Comparison with other countries)
Indian companies are proving to be better at developing APIs than their competitors from target
markets and that too with non infringing processes. Indian drugs are either entering in to strategic
alliances with large generic companies in the world of off patent molecules or entering into
contract manufacturing agreements with innovator companies for supplying complex under-
patent molecules.
19
Figure1.4: Contract manufacturing service providers across the service chain
1.7d The Enabling Framework Required:
The Indian Pharmaceutical industry is highly regulated, essentially on three aspects:
 Patent
20
 Price
 Product Quality
The various legislations that govern the Indian Pharmaceutical Industry are:
 The Indian Patent Act 1970 (and the amendment thereafter)
 Drug Price Control Order
 The Drug and Cosmetics Acts 1940
The legal framework of the industry should be such so as to increase the strength of the industry,
mitigate the weakness, void off the threat and cash in opportunities.
1.7d1 SWOT Analysis:
Table 1.3: SWOT Analysis
Strength Weakness
1. Cost competitiveness 1. Low investment in innovative R&D and lack

of resources to compete with MNCs for New
2. Well developed industry with strong
Drug Discovery Research and to
manufacturing base.
commercialize molecules on a world wise
basis.
3. Access to pool of highly trained scientists,
both in India and Abroad.
2. Lack of strong Linkage between Industry
and Academia.
4. Rich Biodiversity.
3. Low medical expenditure and healthcare

5. Competencies in chemistry and process
spend in the country.
development.
4. Production of spurious and low quality
21
drugs tarnishes the image of the industry at

home and abroad.
Opportunities Threats
1. Significant export potential. 1. Product patent regime poses serious

challenge to domestic industry unless it
2. Licensing deals with MNCs for NCEs and
invests in research and development.
NDDS.
2. R&D efforts of Indian Pharmaceutical
3. Marketing alliance to sell MNCs products in
Companies hampered by lack of enabling
domestic markets.
regulatory requirement. For instance,
restrictions on animal testing outdated patent
4. Contract manufacturing arrangements with
office.
MNCs.
3. Drug price control Order puts unrealistic

5. Potential for developing India as a centre
ceilings on product prices and profitability and
for International Clinical trials.
prevents pharmaceutical companies from
6. Niche player in global pharmaceutical R&D. generating investible surplus.
7. Supply of generic drugs to developed 4. Lowering of tariff potential.

markets.
5. The new MRP based excise duty regime
threatens the existence of many small scale
pharmacy units, especially in the states of
Andhra Pradesh and Maharashtra that were
involved in Contract manufacturing for larger
players.
1.8 TOP PHARMA COMPANIES OF INDIA:
Ranbaxy Laboratories: Ranbaxy Laboratories Limited, India's largest pharmaceutical

company, is an integrated, research based, international pharmaceutical company,
22
producing a wide range of quality, affordable generic medicines, trusted by healthcare

professionals and patients across geographies. Ranked 8th amongst the global generic
Pharma companies, Ranbaxy today has a presence in 23 of the top 25 Pharma markets of
the world.
Dr. Reddy’s Laboratory: Headquartered in India, it is a global pharmaceutical company

with a presence in more than 100 countries. It has wholly-owned subsidiaries in the US,
UK, Russia, Germany and Brazil; joint ventures in China, South Africa and Australia;
representative offices in 16 countries; and third-party distribution set ups in 21 countries.
Dr. Reddy’s is the first pharmaceutical company in Asia outside of Japan to be listed on
the NYSE.
Cipla: Cipla products are bought by over 170 countries located in USA, South America,
Africa, Europe, Middle East, Asia, and Australia. Cipla exports raw materials,
intermediates, prescription drugs, OTC products and veterinary products. Cipla
also offers technology for products and processes
Nicholas Piramal: Nicholas Piramal India Limited is one of India's largest companies
with an unmatched record of managing JVs/Alliances/Partnerships, and a proven
commitment to IPR. With strong brand management and sales capabilities, a US FDA
site-approved plant for on-and-off patent APIs and Intermediates, Basic Research,
Process Innovation, Custom Chemical Synthesis, Formulations R&D, NDDS, and a
world-class, accredited Clinical Research Organization, NPIL is poised to emerge as
India's Pharma powerhouse.
23
Aurobindo Pharma: Aurobindo Pharma has identified international operations, catering

to over 100 countries, as a major engine of growth and expanding global network of
marketing and manufacturing operations across countries like China, Brazil, Japan,
Netherlands, South Africa, Thailand, UK, USA, Russia, Netherlands and many more
which will further expand its international reach.
GlaxoSmithKline: Established in the year 1924 in India GlaxoSmithKline

Pharmaceuticals Ltd. (GSK Rx India) is one of the oldest pharmaceuticals company and
employs over 3500 people. Globally, it is a USD 42 billion, leading, research-based
healthcare and pharmaceutical company.
Lupin Laboratories: Lupin Limited, headquartered in Mumbai, India has successfully

positioned itself as a Transnational Pharmaceutical Company, with a wide global
footprint. The Company develops and markets a wide range of quality, affordable generic
and branded formulations and APIs in multiple markets across the world.
Sun Pharmaceutical Industries: We are an international specialty Pharma company,

with a presence in 30 markets. We also make active pharmaceutical ingredients. In
branded markets, our products are prescribed in chronic therapy areas like cardiology,
psychiatry, neurology, gastroenterology, and diabetology and respiratory.
Cadila Health Care: One of India’s most reputed, Research based, Tech savvy
pharmaceutical companies focusing on areas – Formulations (Human &
Veterinary), New Drug Discovery, Novel Drug Delivery, Active
Pharmaceutical Ingredients, Analytical Research, Phytochemistry,
Biotechnology, Plant Tissue Culture, Biosynthesis, Genetic Engineering,
24
Vaccines, Immunoglobulin – the entire gamut of a True Life Science

Company.
Alkem Laboratories:
Alkem Laboratories Ltd. was founded in 1974 by one of India's respected entrepreneurs, Shri
Samprada Singh. In the last three and a half decades of its operations, Alkem has successfully
emerged as a leading domestic Pharma major in and is rapidly multiplying its international
footprint.
Alkem has carved out for itself, a special reputation in the field of sales and marketing. In India, the
strength of Alkem's sales and marketing, along with its expertise in brand buildings are recognized
widely and are considered as amongst the very best. Some of the biggest brands in the Indian
Pharma market are the Alkem brands. The Alkem product portfolio encompasses a wide spectrum
of therapeutic groups, ranging from Anti bacterial, NSAIDS, Gastro Enter logy products,
Gynecology products, CNS and CVS products along with an impressive oncology range. Alkem
has shown remarkable success with new products and converted several of them into market
leaders. For a company with patented new molecules, seeking sales and marketing partners in
India, Alkem emerges as the ideal Indian partner.
Alkem also has to its credit, world class manufacturing facilities approved by several regulatory
authorities. Alkem's formulation facilities for cephalosporin (oral & sterile), Penicillin (oral &
sterile) and General products have been approved by the regulatory authorities of US FDA, Europe,
South Africa and Australia. Thus, Alkem offers a plethora of product opportunities for companies
interested in sourcing products from India.
Alkem is a financially secure company. Alkem has been conferred for two consecutive years (2007
and 2008) the P1+ RATING by CRISIL INDIA (SUBSIDIARY OF STANDARD AND POOR),
the best possible rating for a short term debt.
Research and development are its major focus areas and Alkem has undertaken several initiatives
25
and activities in order to continue a steady process of enhancement in these areas. Alkem possesses
its own CRO, Phoenix Bio Pharma Research Centre in Mumbai, an unit approved by ANVISA,
Brazil.
As an overall diversification strategy, Alkem has recently entered Nutritional and health foods
business, Alkem Health foods
1.9 INTRODUCTION ABOUT THE COMPANY
Indchemie Health Specialities Pvt. Ltd., a Private Limited Company, was established in the year
1986 with the objective of serving human kind with highest quality drugs at competitive prices.
The company has grown in size and stature to occupy a premier position among India’s
pharmaceutical industry.
26
Headquartered in Mumbai, Indchemie is managed by an accomplished and experienced board of

directors, who are focused on maintaining Indchemie cherished reputation through adhering to
the highest quality levels in every activity. The Company is spread over 4000sq.ft.area, equipped
with the most advanced soft gel plant located at Daman. This dedicated manufacturing plant
ensures world-class products and every area of operation is under the supervision of experienced
pharmacists.
Indchemie also has an aggressive Research and Development approach, to ensure greater safety,
stability and effectiveness of products, as well as to develop new products.
Indchemie Quality philosophy focuses on guaranteeing that all products manufactured by the
company are consistent with respect to quality, purity, safety, efficacy and stability. The
company’s ultra modem formulations manufacturing facility is environment friendly and
conforming to c GMP standards as per the WHO guidelines, which comply with statutory
regulations, industry standards, and customer requirements.
In-house Quality Assurance implements stringent quality control measures in every stage, from
sourcing of raw materials till dispatch of finished products. The spectrum of quality control
activities covers self inspection/ internal audits, validations, vendor development and document
review.
Indchemie is committed to achieving recognition as a market leader in generic drugs spanning all
majors’ therapeutic areas. The company fosters an environment of scientific excellence with
innovation and strives to promote leadership, teamwork, productivity and customer satisfaction.
Salient Features:
Prime Location: Headquartered in Mumbai, India commercial and financial capital, Indchemie
is well connected to national and global destinations, by road, rail, air and sea. Its state-of-the-art
manufacturing facility conveniently located in the union territory of Daman, close to Mumbai.
27
Outstanding People: Indchemie considers its highly qualified, dedicated people as its most
valuable resource. We work as a team to meet the company goals and objectives. To ensures that
this team to meet the company goals and objectives. To ensure that this work is maximized, the
company fosters an environment conducive to personal and professional growth.
Customer Satisfaction: Indchemie is committed to the highest standards of service, honesty and
integrity in all customer interaction, in order to deliver satisfaction levels that exceed
expectations.
On-time delivery: Aware of the critically important nature of our products, Indchemie is
committed to on-time deliveries, as per the most stringent of schedules.
Patient Focus: The health and quality of life of every patient using Indchemie products is an
abiding concern. To this extent the company places emphasis on staying up-to-date with global
advancements and breakthroughs to ensure a steady supply of the most effective, safe,
economical and high-quality products.
Scientific Orientation: Modern manufacturing facilities incorporate advanced tools and

equipment in order to deliver products that satisfy the most demanding of national and
international safety and quality requirements. To keep the experienced team ever competitive the
best training is imparted on an on-going basis.
1.10 INTRODUCTION TO THE PROJECT:
The project allotted to me by the company Indchemie Health Specialities Pvt. Ltd is Market
Surveillance of Strong Kit.
28
The Company has launched a kit named as STRONG KIT, in India for the very first time.
STRONG KIT is a complete Kit for Post Menopausal Osteoporosis and I was asked to find its
feasibility among the Doctors that is Gynecologists and Orthopaedics.
1.10a Objective behind launching the STRONG KIT:

The motive behind launching this KIT can be very well explained by the following example:
A 55 year old healthy postmenopausal woman has a 78year old mother

who recently fractured her femoral neck after falling. The mother’s
physician indicates that the fracture was caused by post menopausal
osteoporosis.
Now the following question arises:
 Is the woman at the risk of similar fractures?

 How can she determine how severe that risk is?
 If the risk is severe, what can she do to minimize it?
 What advise can the woman give to her 30 year old daughter such that she
will have a substantially lower risk of having an injury similar to her
grandmother’s later in life?
Thinking in these lines, as the one mentioned above the company launched STRONG KIT,
which is the indication of the Postmenopausal Osteoporosis.
1.10bWhat is Osteoporosis?
Osteoporosis is a disease of bone that leads to an increased risk of fracture. It is most common in
women after menopause, when it is called post menopausal osteoporosis. The presence of
osteoporosis can be suspected from an assessment of risk factors. Yet, evaluation of risk factors
29
alone can fail to identify a sizable number of individuals who are at risk of fracture. Only Bone
Mineral Density (BMD) measurements can accurately assess the risk for fractures. If the BMD of
the lady is 2.5 standard deviation below peak bone mass(20 year old healthy female average),as
measured by Dual Energy X-ray Absorptiometry(DEXA) then the lady is said to be suffering
from Postmenopausal Osteoporosis.
Risk Factors of Osteoporosis:
Highest Risk High Risk

 Hypogonadism (Post  Smoking
menopausal)  Excess alcohol intake
 Female  Sedentary Lifestyle
 Previous fracture  Low Calcium intake
 Thin posture  Use of glucocorticoids.
 Asian or Caucasian
Table1.4: Risk factors of Osteoporosis
Osteoporosis Path physiology
Osteoclastic activity Osteoblastic activity
Osteoclast (Greek word-Bone Broken) is a type of bone cell that removes bone tissue by
removing mineralized matrix and the process is called Bone resorption. This activity is required
to remove worn-out bone cells.
Osteoblast (Greek Word-Bone Cell) is responsible for Bone formation, and its mineralization.
The Osteoblastic activity is required to provide fresh bone mass.
30
In case of healthy bones, both the cells activities are in a state of equilibrium, and both the
activities are required to maintain the required shape of the bone.
1.10b1 Diagnosis of Post Menopausal Osteoporosis: Through BMD (Bone Mineral

Densitometry) Test.
DEXA BMD VALUES DEFITION

T-Score between +1& -1 SD Normal
T-Score between -1& -2.5 SD Osteopenia
T-Score < -2.5 SD Osteoporosis
T-Score < -2.5 SD with Fragile Fracture Severe Osteoporosis
Table 1.5: DEXA BMD Value
1.10b2 Incidence Osteoporosis in WO (Men):
According to IOF,
1 in 3 Women & 1 in 5 Men
Over 50 years of age.
1.10b3 Pathogenesis of osteoporotic fracture:
31
Figure1.5: Incidence osteoporosis in women
1.10b4 Implications Postmenopausal Osteoporosis
32
Figure1.6: Osteoporotic Bones
More than 50% of the Women with Hip Fracture will have Dependence
Rest of them end with Mortality.
1.10b5 OSTEOPOROSIS – Treatment
33
Figure 1.7: Osteoporosis Treatment
Osteoporosis is considered to be major public health hazard because of

two main reasons:
1. Osteoporotic fractures, most commonly observed in the vertebrae, the femur and the radius
can cause substantial morbidity and mortality. In the situation where femoral fractures occurs
34
patients are likely to require assistance for their activities of daily living or require
institutionalization in a chronic care facility after they leave the hospital.
Moreover, up to 20% of such patients can die as a result of post-operative complications.
2. Osteoporosis is a common disease among the elderly and with improvements in health care,
the lifetime expectancy in developed countries has increased. This means that as the fraction of
elderly individual increases in the population, osteoporosis is likely to become more prevalent.
As a result, the cost of osteoporosis-related health care expenses to our society is high and highly
likely to rise.
Osteoporosis can be fatal and more women die of hip fractures, than from cancer of ovaries,
cervix and uterus combined. It is a silent disease, because bone loss occurs without symptoms.
Osteoporosis ranks as one of the 5 costliest diseases of aging after diabetes, Hyperlipidaemia,
hypertension & heart disease.
According to World Bank report, the world wide population of PMO women which was 470 in
1990 is expected to increase to 1.2 billion by the year 2030 and 76% of these women will be
living in developing countries. In India, it is projected that by the year 2030, the population of
postmenopausal women will be 2nd highest in the world, 2nd to that in China. Thus the burden of
osteoporosis in the Indian scenario will also be immense.
So it’s important to take this disease as seriously as we take other disease and
awareness needs to be created for this. Taking these things into consideration,
the company launched STRONG KIT in the market.
1.11 PURPOSE, SCOPE & LIMITATION
1.11a PURPOSE:
35
The main purpose of the project is to find the scope of the Strong Kit, which will also include
following:
 I have to do a post launch survey of the STRONG KIT and find its feasibility with the
Gynecologists and the Rheumatologists.
 As the KIT is already in the market, I need to find out why the Gynecologist does not
prescribe STRONG KIT in spite of it being preferred by most of the Orthopaedics.
 What are the limitations of STRONG KIT among Gynecologists?
 Do they need any scientific information on any of the ingredients in the STRONG
KIT?
The Project will help the Company in following ways:

Company will come to know about:
 The potential customers for Post menopausal Osteoporosis (PMO).
 Market Potential of STRONG KIT.
 Major hindrance for not prescribing STRONG KIT.
 Scope of PMO and treatment options available.
 Scope of Menopausal Clinics.
1.11b SCOPE:
The Scope of the project is not only limited to the area of the marketing but also extends to
Human Resources. This is because although my project is Market Surveillance of Strong Kit,
36
which purely belongs to marketing field, but, in order to find out its scope among the Doctors
that is Gynecologists and Orthopaedics my HR skills will come into the picture as I will have to
handle their queries and complaints.
1.11c LIMITATION:
 Reach of respondents.
 Restricted only to Doctors of Mumbai.
 Length and complexity of the questionnaire.
 Getting information from the respondents is not easy and involves many problems.
 Respondents who are in hurry might respond carelessly leading to wrong information.
 Lower completion rates of questionnaire.
 Extent of non-response due to non-availability and ignorance.
 Unsafe areas, distance and lack of accessibility pose a hindrance in reaching the desired
sample.
 Respondents sometimes are too busy to entertain personal questions.
 Samples drawn may not be the representative of the population.
1.12 SOURCES & METHOD ADOPTED:
37
1.12a SOURCES:
Primary Data: Primary data is the data which is collected by the researcher for a specific
research purpose. In my Research Survey data was largely collected by having face to face
interactions with the Doctors situated all over Mumbai and Telephonic Conversations are also
taken into consideration to collect valuable information required for the successful analysis of
the Research Survey.
1.12b METHODOLOGY:
The methodology used by me for the implementation of the project is as follows:
Keeping in mind the factors like time, cost and the kind of direct result which we wanted,
following methodology has been chosen:
 Questionnaire: A concise and precise questionnaire has been framed consisting

of 11 tactful questions only, keeping in mind the busy schedule of the doctors.
The questionnaire consists of both close ended and open ended questions.
 Direct Meeting with the Doctors: this involves direct face to face interaction
reducing the chances of non-responses error.
 Analysis Methodology:
The tools which I have chosen for my analysis are:
 CHITEST
 PIVOT TABLE
 CORRELATION & REGRESSION
1.13 REPORT ORGANIZATION

38
The report is organized in such a way that the reader is able to understand each and every minute
detail of the project as follows;
The first chapter is the Introduction which contains an insight towards the Pharmaceutical
industry, purpose and scope of the report, limitation and scope of the study, method of collecting
data and their sources. In short it provides an outline of the work performed in the project.
The second part is divided into 3 chapters i.e., Discussion of the project, and the other works
undertaken. This section discusses or describes the main business of the report. It contains the
data collection, description of activities, results obtained, illustrations, the discussions and the
interpretations, etc.
The next chapter is the analysis or the findings part where the results of the research, project etc
are provided
Then finally there is the conclusions and the recommendations part which offer the reader to
base their decisions related to various issues involved in the project
Finally there are references and Bibliographies which gives us the list of all the websites that I
have visited and a list of all the books that I have used for making this project report a success.
2. DISCUSSION OF THE PROJECT
39
As described earlier my project work consists of finding the scope of the Strong Kit among the
Gynecologists and Orthopaedics. For this I have to meet 100 Doctors, 50 Gynecologists and 50
Orthopaedics. Let us now take a look as to how exactly we went about achieving our objectives.
2.1 UNDERSTANDING THE PRODUCT LITERATURES
Each STRONG KIT blister Strip contains:

A) Calcitriol, Calcium Carbonate and Zinc Capsules, 6 Capsules.
B) Raloxifene Hydrochloride Tablets, 7 Capsules.
C) Risedronate Sodium Tablets,1 Capsule.
2.1a Strong Kit Dosage:

• Risedronate; 1 tablet to be taken once a week on an empty stomach with a
glass of water first thing in the morning.
• Calcitriol & calcium; 1 Capsule to be taken at night daily from 2nd day
• Raloxifene; 1 tablet to be taken daily with a glass of water with or without

meals.
40
Molecules Calcitriol + Ca + Raloxifene Risedronate

Zn
Drugs Class Nutritional SERM-Selective Bisphoshonate-

supplements Estrogen Receptors Nitrogen
Modulators Containing
Mode of Action Increases Intestinal Anti-Resorptive Anti-Resorptive

Ca Absorption
Benefits Maintains Serum Decreases Decreases

Ca levels hence Osteoclastic Osteoclastic
decreases Bone activity, hence activity, hence
loss decreases Bone decreases Bone
loss loss
Dosage Once a day – Once a day- Once a week –

preferably in the preferable morning early morning with
night from 2nd day after breakfast empty stomach
Table1.6: Strong Kit molecule information
2.1 b Pharmacology of each molecule:

Calcitriol:
1, 25-Dihydroxycholecalciferol, Calcitriol, is the product of liver and renal hydroxylation of

vitamin D3, and is the most active metabolite of Vitamin D. Production of this active form of
vitamin D is controlled by parathyroid hormone - PTH - and by serum phosphate concentration:
a rise in PTH or a fall in serum phosphate increases 1, 25-Dihydrocholecalciferol synthesis.
41
Its site of action is intestine, bone and kidneys. It stimulates calcium uptake by the small intestine
and this indirectly promotes mineralization of new bone. 1, 25-Dihydroxycholecalciferol also
facilitates renal reabsorption of calcium, and increases Osteoclastic activity in bone. It has an
effect on bone quality not only via optimization of bone mineralization and inhibition of bone
resorption but also by promoting other important components such as micro callus formation.
This in turn improves deteriorated bone.
Calcium:
The bone of human skeleton contains 99.5% of total calcium in the body. It is the activity of
bone Osteoclast which absorbs the calcium in the bone and releases it into the blood stream.
Zinc:
It stimulates bone formation and inhibits bone loss in human body. It has a potent anabolic effect
on bone metabolism. It causes elevation of alkaline phosphatase activity. It synergistically
enhances Calcitriol stimulated bone metabolism.
Raloxifene: It is one of the molecules of the Selective Estrogen Receptor Modulator (SERM). It
selectively stimulates or inhibits the estrogen receptors of different target tissue. Raloxifene
appears to function like estrogen in bone, acting to maintain bone strength and increase bone
density. It also resembles estrogen in its ability to lower LDL cholesterol levels, thereby
decreasing the risk of heart disease.
Risedronate: It is a Bisphoshonate molecule.
Risedronate in Bone matrix
Released during resorption by Osteoclast
Risedronate in Bone tissue Risedronate enters Osteoclast
Inhibits activation of Osteoclast Inhibits Biochemical reaction in

by preosteoblast Osteoclast
Prevention, Differentiation, - Detachment from bone
42
Maturation and migration of - Loss of ruffled borders

Osteoclast - Inhibition of acid secretion
- Osteoclast Apoptosis
PREVENT BONE RESORPTION
The very first task that was appointed to me was to go through the product literatures of the
company, understanding the strengths and limitations of our products and designing the
questionnaire.
2.2 MARKET RESEARCH

Marketing research, or market research, is a form of business research and is generally divided
into two categories: consumer market research and business-to-business (B2B) market research,
which was previously known as industrial marketing research. Consumer marketing research
studies the buying habits of individual people while business-to-business marketing research
investigates the markets for products sold by one business to another.
2.2a Questionnaire Design

The Questionnaire Designing was an interesting part of this Field Survey because of the large
presence of the topic on which I am working. The Questionnaire was designed keeping in mind
the GYNECOLOGISTS and ORTHOPAEDIC Doctors available all over Mumbai and divided
into two zones.
Zone 1: Central
Zone 2: Western
Central was again divided into 2
 Kanjurmarg to Dadar
 Kanjurmarg to Thane
Western Included regions from
 Dadar to Jogeshwari
43
Sample Size: 100 Doctors

50 Gynecologists & 50 Orthopaedic
The name of this Questionnaire was Market Surveillance for Strong Kit
2.2b Analysis Methodology:
The tools which I have chosen for my analysis are:
 CHITEST
 PIVOT TABLE
 CORRELATION & REGRESSION
The questionnaire included total of 11 questions. Listed below are the questions and the
objective behind keeping these questions.
Question Objective
1. Do you treat PMO cases or do you refer To find whether the Gynecologist treat
to your colleague? Postmenopausal Osteoporosis cases or not.
 Yes  No
2. If yes, what molecules do you prefer? To find out what were the molecules which the
a) Gynecologists and the Orthopaedics prefer
b) prescribing to their Postmenopausal
c) Osteoporosis patients.
d)
3. Do you use them in a combination or do To find the mode of treatment which the
you prefer to recommend monotherapy?
Doctors prefer more. Whether they prefer
Comment:
giving one molecule at a time or they combine
several molecules to treat.
4. For how long do you recommend this Keeping this question solved two purposes, 1st:
therapy? let us know about the duration of the therapy
 <6 months  6-12 months  with certain molecule which a Doctor follows.
13-18 months  >18 months
44
2nd: let us know whether the patients follow

regularly or not.
5. What are the advantages of Raloxifene? Again this question solved two purpose,
a)
1st: Whether the Doctor prefer prescribing the
b)
c) molecule Raloxifene to their PMO patients.
d)
2nd: What are the positive points of the
Raloxifene which he/she encountered in his/her
patient?
6. What are the limitations of Raloxifene? Why the Doctor, that is Gynecologist and
a)
Orthopaedic do not prefer Raloxifene, and the
b)
c) reason behind not suggesting it to their patient.
d)
This question will help in understanding the
scope of Raloxifene in the Strong Kit, and the
Scope of Strong Kit as a whole.
7. Do you prefer to prescribe Risedronate? This question will let us know whether the
 Yes  No Doctors prefer Risedronate or not and if they
do what is the frequency of this molecule, that
is how often they recommend this molecule.
8. What are the merits of Risedronate? 1st: Whether the Doctor prefers prescribing the
a)
molecule Risedronate to their PMO patients.
b)
c) 2nd: What are the positive points of the
d)
Risedronate which he/she encountered in
his/her patient?
9. What are its demerits? What are the limitations of the molecule
a)
Risedronate, and what is the reason behind not
b)
c) prescribing the molecule? This question will
d)
help in understanding the scope of Risedronate
in the Strong Kit, and the Scope of Strong Kit
as a whole.
10. If you will get Raloxifene + Risedronate This question will help in understanding the
+ Calcium together in one Kit, would you
scope of the Strong Kit.
like to prescribe it to your patients?
Comment: 1st: If the Doctor prefers this combination then
45
he may prefer Strong Kit which contains this

combination.
2nd: It may also happen that the doctor prefer
this combination but would not like to give it
in a kit, so this question will also help in
knowing what is the reason behind not
prescribing a kit.
3rd: It will also help in knowing the cost factor.
What importance do they give to the cost of the
molecule and what according to them should
be the cost of the kit so that they recommend it
to their patient.
11. Are you interested in opening a This question will help in letting know if the
menopause clinic?
Gynecologist is interested in opening a
 Yes  No
Menopause Clinic then the company will help
in setting of the Menopause Clinic and will
help generating the awareness for the
Postmenopausal Osteoporosis Cases.
Table1.7: Question and their Objective
3. ANALYSIS:
After meeting the doctors, interviewing them, collecting the data and studying the project in
depth following conclusions about the Strong Kit has been made:
46
The very first thing after collecting the data I did was, I organized the data under headings like
Dr. Name, Dr. Specialization, Dr. Mobile Number, Area, Date of Visit, Remark. I segregated the
data under Gynecologist and Orthopaedic Heading separately for my easy analysis. The data
after been organized looked like as under:
3.1 DATA ORGANIZATION
Figure 1.8: Snapshot of Gynecologist report
47
Figure1.9: Snapshot of Orthopaedic report
3.2 DATA TABLE:
After organizing the data as above I then prepared the data table. I took 3 headings as
Raloxifene, Risedronate and About Combination. Under these headings I then made subheadings
like for Raloxifene and Risedronate I segregated the data under subheading “Yes”, “No”, “Very
Rare”, “Refer”.
“Yes” means doctors those who have shown preference for the molecule Raloxifene and
Risedronate. “No” means doctors those who have not shown any liking for the molecule for the
treatment of postmenopausal osteoporosis. “Very rare” mean doctors those who prefer
48
prescribing it to their patients but not very often. “Refer” column contains data of those doctors
who do not treat these postmenopausal osteoporosis cases.
Then for the heading “About Combination” I segregated the data under subheading “Would
Try”, “No”, “Literature”, “Writes”, “Refer”.
“Would try” means doctors those who have shown preference for the combination and said they
would like to try the combination in the kit. “No” mean doctors those who did not liked the
concept of the combination of the kit and refrained from using it. “Literature” means doctors
those who were not sure of the combination and needed more information and scientific proof
before prescribing it to their postmenopausal osteoporosis patients. “Writes” Column contains
doctors those who use this combination and writes Strong Kit also. “Refer” Column contains
doctors those who do not treat the postmenopausal osteoporosis cases and instead refer it to their
colleagues.
After segregating the data under the mentioned heading and subheading following Data Table
was obtained.
Figure1.10: Snapshot of the Data Table
3.3 PIVOT TABLE:
49
With the help of the above Data Table, I then prepared the Pivot table. With the help of this pivot
table I did my further analysis. With the help of the Pivot Table the data which I wanted for my
analysis I filtered it in the report filter and then carried on with my analysis hence it made my work
easier and simpler.
The pivot table so obtained is shown below.
Figure1.11: Snapshot of the Pivot Table.
Strong Kit Acceptance
Orthopaedic: 27.00%
50
Gynecologist: 42.00%
Strong Kit Acceptance

45.00%
40.00% 42.00%
35.00%
30.00%
25.00% 27.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Orthopaedic Gynecologists
Graph1.1: Strong Kit acceptance
In the beginning of my project my company had told me that as Strong kit contains Raloxifene
which is more famous among Gynecologist so acceptance of Strong Kit should have been more
among Gynecologist. But it was not so and I was asked to find the reason for it.
After analyzing the data which I got I found out that what the company said was right. As shown
above in the graph the acceptance should have been more in the Gynecologist only, since around
42% of gynecologist was showing keen interest in Strong Kit. But due to some reason even after
so many Gynecologists showing interest in it, the sale of Strong kit was not as expected.
So I need to find out the reason as to why it was happening. For this first I did the Chi Square
analysis to actually see whether there is any relationship between the decision that doctors take
regarding the strong kit and the specialization of the doctors.
51
3.4 CHI SQUARE ANALYSES (TEST OF INDEPENDENCE):
When I was given this project I was been told that the molecule Raloxifene is mostly preferred
by the Gynecologist. So to test whether the prescription of the type of molecule is dependent on
the specialization of the doctor, I did a Chi Test.
Chi test: The Chi square distribution is used to test and see whether the two variables are
independent or not. For example based on the sample data I want to find out whether prescription
of certain molecule and specialization of the doctor is dependent on each other or not. The
variable of interest in this case will be doctor with their specialization as in whether they are
Gynecologist or Orthopaedic and the molecule which is needed to be tested like Raloxifene,
Risedronate or the combination of both.
For doing the Chi Square analysis I assumed the following Null Hypothesis.
Null Hypothesis: Selection of molecule (Raloxifene) for the treatment of same disease is
dependent on the specialization of the Doctor.
From the pivot table shown above we got the chi square table as follows. This is actual
observation table that we have obtained from the analysis done so far.
Figure1.12: Snapshot of the actual observation table of the molecule Raloxifene.
Once I got the actual observation table I then prepared the expected observation table. For this I
first took the sum of both the rows. Then I got the result as 54 and 51 for Gynecologist and
Orthopaedic respectively. Then I took the sum of both the entries in the entire column
individually. Then the result I obtained was 26, 50, 18, 11, and 105. In order to cross verify
whether the data table shown above was correct I just added all the entries in the row “Total” and
52
confirmed whether it is 105 or not. Now by using the following formula I got the expected
observation table that I have shown below.
Expected Value1 = F2*B4/F4
= 13.37142857
Expected Value2 = F2*C4/F4
=25.71428571
Expected Value3 = F2*D4/F4
= 9.257142857
Expected Value4 = F2*E4/F4
= 5.657142857
Expected Value5 = F3*B4/F4
= 12.62857143
Expected Value6 = F3*C4/F4
= 24.28571429
Expected Value7 = F3*D4/F4
= 8.742857143
Expected Value8 = F3*E4/F4
= 5.342857143
I then arranged the above value in the following matrix as follows.
53
Figure1.13: Snapshot of the expected value of the molecule Raloxifene.
Now with the help of CHITEST Function I did chi square analysis and the result obtained after
the analysis was 0.11256.
Now this value is the obtained level of significance. Since this is greater than standard 0.05 level
of significance the Null hypothesis was rejected. This means that the prescription or the selection
of molecules for the treatment of the same disease is irrespective of the specialization of the
doctor. We cannot generalize the statement that the molecule Raloxifene will be preferred by
Gynecologist or Orthopaedic more and the reason for the selection of molecule for the treatment
of the same disease by Othopaedic or Gynecologist doctors depends on something else.
Same is the case with the molecule Risedronate. Its selection also does not depend on the
specialization of the doctor and it is irrespective of what the specialization is.
After conducting the CHI TEST for the individual molecule, I then did the CHI TEST for the
combination of the molecule that is for the STRONG KIT.
For doing the CHI SQUARE ANALYSIS, I assumed the following Null Hypothesis.
Null Hypothesis: Selection of molecule (About Combination: “Strong kit”) for the treatment of
same disease is dependent on the specialization of the Doctor.
From the pivot table shown above in the figure 1.11 we got the chi square table as follows. This
is actual observation table that we have obtained from the analysis done so far.
Figure1.14: Snapshot of the actual observation table for the combination (Strong Kit)
54
Once I got the actual observation table I then prepared the expected observation table. For this
we I first took the sum of both the rows. Then I got the result as 54 and 51 for Gynecologist and
Orthopaedic respectively. Then I took the sum of both the entries in the entire column
individually. Then the result I was obtained was 37, 20, 33, and 04. In order to cross verify
whether the data table shown above was correct I added all the entries in the row “Total” and
confirmed whether it was 105 or not. Now by using the following formula I got the expected
observation table that I have shown below.
Expected Value1 = G2*B4/G4
= 19.02857143
Expected Value2 = G2*C4/G4
= 10.28571429
Expected Value3 = G2*D4/G4
= 16.97142857
Expected Value4 = G2*E4/G4
= 2.057142857
Expected Value5 = G2*F4/G4
= 5.657142857
Expected Value6 = G3*B4/G4
= 17.97142857
Expected Value7 = G3*C4/G4
= 9.714285714
Expected Value8 = G3*D4/G4
=16.02857143
Expected Value9 = G3*E4/G4
= 1.942857143
Expected Value10 = G3*F4/G4
55
= 5.342857143
I then arranged the above value in the following matrix as follows.
Figure1.15: Snapshot of the expected value for the combination of the molecule.
Now with the help of CHITEST Function I did chi square analysis and the result obtained after
the analysis was 0.01556.
This value is the level of significance. Since it is less than, 0.05 level of significance Null
hypothesis was accepted. This means that the Selection of molecule (About Combination:
“Strong kit”) for the treatment of same disease is dependent on the specialization of the Doctor.
3.5 INTERPRETATION OF ANALYSIS DONE SO FAR:

I was told before by the company that the selection of molecule Raloxifene is mostly preferred
by Gynecologist but in the case of combination that is Strong kit they refrained from using it but
from the chi square analysis I did found that the selection of Raloxifene or Risedronate is not
dependent on the specialization of the doctor. But when it comes to the combination it is
dependent on the specialization of the doctor. So even if Raloxifene or Risedronate is been
preferred mostly by gynecologist or by orthopedic it is not compulsory that they will prefer
Strong Kit also widely and vice versa.
3.6 FORECASTING FOR THE SALE OF THE STRONG KIT
In order to forecast the sale of the Strong Kit, we need to perform Correlation and Regression
analysis to find out the relation between the molecules of the Strong kit.
56
3.6a Correlation and Regression analysis:
The excel sheet shown above from which I made the data table I collected the following
information.
Figure1.16: Snapshot of the data chart for pivot table analysis
The above table show as to how many Gynecologists and the Orthopaedics actually writes
Raloxifene, Risedronate, Both Raloxifene and Risedronate and Strong Kit.
3.6a1 Forecasting of the Sale of the Strong Kit through Raloxifene
From the Figure1.16, I found out the relationship between “Writes Raloxifene” Column and
“Writes Strong kit” Column. To find out this I made a Table between these two variables as
follows:
Figure1.17: Snapshot of the Table of usage of Raloxifene and Strong kit.
We got this table from Figure1.16. Then after performing Correlation test the following result
was obtained
57
Figure1.18: Snapshot of the Correlation Table between Writes Raloxifene and Writes Strong
Kit
The Correlation table so obtained shows that there is high correlation between “Writes
Raloxifene” Column and “Writes Strong Kit” Column. This means that the Doctors those who
writes Strong kit is directly dependent on whether they prefer prescribing Raloxifene for PMO or
not but it is not true vice versa.
Then Regression analysis was done in order to find out the relationship between the above two
variables i.e. Writes Raloxifene and Writes Strong Kit. The following table was then obtained.
Figure1.19: Snapshot for the Summary Output of the Raloxifene Molecule.
From the above table various data are obtained.
Co-efficient for the intercept is = - 4 &
Co-efficient for the Writes Raloxifene is = 1.333333333
Thus the Regression Equation so obtained is shown as under:
Y= (1.333333333 * X) - 4
58
Where, Y = Writes Strong Kit,
X = Writes Raloxifene.
Conclusion: If we have the data of how many Doctors writes Raloxifene then with the help of the
above equation we can find out how many Doctor should write Strong Kit. Thus we can forecast
the sale of the Strong Kit as to how much the sale of Strong Kit should be and whether the
company is achieving the sale as expected or not.
For example in my data collected, Orthopaedic who writes Raloxifene is 6 and Gynecologist
who write Raloxifene is 3.
Orthopaedic, X = 6 Gynecologist X = 3
For Orthopaedic: For Gynecologist:
Strong Kit = (1.33333333*6) – 4 Strong Kit = (1.333333333*3) - 4
= (7.9999999998) – 4 = (3.9999999999) - 4
=8–4 =4-4
=4 =0
In my data collected I met 4 Orthopaedic In my data collected I did not met who
who writes Strong Kit. Any Gynecologist who writes Strong
Kit.
Thus with the help of the value of Y we can forecast the sale of the Strong Kit
3.6a2 Forecasting of Sale of the Strong Kit through Risedronate
59
From the Figure1.16, I found out the relationship between “Writes Risedronate” Column and
“Writes Strong kit” Column. To find out this I made a Table between these two variables as
follows:
Figure1.10: Snapshot of the Table of usage of Risedronate and Strong kit.
We got this table from the Figure1.16. Then after performing Correlation test the following result
was obtained.
Figure1.11: Snapshot of the Correlation Table between Writes Risedronate and Writes Strong
Kit
The Correlation table so obtained shows that there is high correlation between “Writes
Risedronate” Column and “Writes Strong Kit” Column. This means that the Doctors those who
writes Strong kit is directly dependent on whether they prefer prescribing Risedronate for PMO
or not but it is not true vice versa.
variables i.e. Writes Risedronate and Writes Strong Kit. The following table was then obtained.
60
Figure1.12: Snapshot for the Summary Output of the Risedronate Molecule.
Co-efficient for the intercept is = - 1.142857143 &
Co-efficient for “Writes Risedronate” is = 0.19047619
Y = (0.19047619*X) - 1.142857143
X = Writes Risedronate.
Conclusion: If we have the data of how many Doctors writes Risedronate then with the help of
the above equation we can find out how many Doctor should write Strong Kit. Thus we can
forecast the sale of the Strong Kit as to how much the sale of Strong Kit should be and whether
the company is achieving the sale as expected or not.
61
For example in my data collected, Orthopaedic who writes Risedronate is 27 and Gynecologist
who write Risedronate is 6.
Orthopaedic, X = 27 Gynecologist X = 6
Strong Kit = (0.19047619*27) –1.142857143 Strong Kit = (0.19047619*6) – 1.142857143
= (5.14285713) – 1.142857143 = (1.14285714) - 1.142857143
= 3.999999987 =0
=4
In my data collected I met 4 Orthopaedic who writes In my data collected I did not met
Strong Kit. Any Gynecologist who writes Strong
Kit.
62
3.6a3 Forecasting of sale of the Strong Kit through the usage of both molecule
i.e Raloxifene and Risedronate together
From the Figure1.16, I found out the relationship between “Writes Both” Column and “Writes
Strong kit” Column. To find out this I made a Table between these two variables as follows:
Figure1.13: Snapshot of the Table of usage of both molecule together and Strong kit.
We got this table from the Figure1.16. Then after performing Correlation test the following result
was obtained.
Figure1.14: Snapshot of the Correlation Table between “Writes Both” and “Writes Strong Kit”
The Correlation table so obtained shows that there is high correlation between “Writes Both”
Column and “Writes Strong Kit” Column. This means that the Doctors those who writes Strong
kit is directly dependent on whether they prefer prescribing Both the molecule for PMO or not
but it is not true vice versa.
variables i.e. “Writes both” and “Writes Strong Kit”. The following table was then obtained.
63
Figure1.15: Snapshot for the Summary Output of the “Writes Both” molecule.
Co-efficient for the intercept is = - 3 &
Co-efficient for “Writes both” is = 1
Y = (1*X) - 3
X = Writes both.
Conclusion: If we have the data of how many Doctors writes both the molecule that is Raloxifene
and Risedronate then with the help of the above equation we can find out how many Doctor
64
should write Strong Kit. Thus we can forecast the sale of the Strong Kit as to how much the sale
of Strong Kit should be and whether the company is achieving the sale as expected or not.
For Example
For Orthopaedic X = 7 For Gynecologist X = 3
Strong Kit = (1*7) –3 Strong Kit = (1*3) - 3
= (7) –3 = (3) – 3
=4 =0
In my data collected I met 4 Orthopaedic In my data collected I did not met

who writes Strong Kit. Any Gynecologist who writes Strong
Kit.
65
3.7 GYNECOLOGISTS VIEW
For RALOXIFENE: From the pivot table shown above following pivot charts have been
generated for easy understanding.
Preference for Raloxifene:
Doctors who preferred prescribing: 18.52%
Doctors who did not preferred prescribing: 46.30%
Doctors who prescribed very rarely: 18.52%
Doctors who refer PMO cases to their colleague: 16.66%
Preference for Raloxifene

17% 19%
Yes No
19% Very Rare Refer
46%
Graph1.2: Gynecologists’ Preference for Raloxifene
66
For RISEDRONATE: From the pivot table shown above following pivot charts have been
Preference for Risedronate:
Doctors who preferred prescribing: 50%
Prerenece for Risedronate

17%
Yes
No
50% Very Rare
Refer
33%
Graph1.3: Gynecologists’ Preference for Risedronate
67
For STRONG KIT: From the pivot table shown above following pivot charts have been
Preference for Strong Kit:
Doctors who showed their interest: 42.00%
Doctors who asked for the literature: 24%
Doctors who prescribes: 0.00%
Doctors who refused the concept: 17.00%
Prefernce for Strong Kit
17%
Would Try
42% No
Literature
Writes
Refer
24%
17%
Graph1.4: Gynecologist preference for Strong Kit
68
3.8 ORTHOPAEDICS' VIEW
For RALOXIFENE: From the pivot table shown above following pivot charts have been
Preference for Raloxifene:
Prefernce for Raloxifene

4%
16%
31%
Yes
No
Very Rare
Refer
49%
Graph1.5: Orthopaedic preference for Raloxifene
69
For RISEDRONATE: From the pivot table shown above following pivot charts have been
Preference for Risedronate:
Preference for Risedronate

4%
6%
Yes
No
Very Rare
Refer
90%
Graph1.6: Orthopaedic preference for Risedronate
70
For STRONG KIT:
Preference for Strong Kit: From the pivot table shown above following pivot charts have been
Doctors who showed their interest: 27%
Doctors who asked for the literature: 39%
Doctors who prescribes: 8%
Doctors who refused the concept: 22%
Doctors who refer PMO cases to their colleague: 4%
Prefernce for Strong Kit

4%
8%
27%
Sum of Would Try

Sum of No
Sum of Literature
Sum of Writes
Sum of Refer
39%
22%
Graph1.7: Orthopaedic preference for Strong Kit
71
3.9 RISEDRONATE VS OTHER BISPHOSPHONATE

From the data collected, I analyzed the preference for Risedronate over other
Bisphosphonate molecules. This analysis I did in order to find out whether was it because
of the liking for some other Bisphosphonate molecule apart from Risedronate that the
doctors did not like the concept of combination which the company had come with. The
following observations were then made.
3.9a Under Gynecologist

Risedronate: 17.00%
Bisphosphonate: 16.00%
Other: 50.00%
Refer: 17.00%
Risedronate Vs Other Bisphosphonate
17% 17%
Risedronate
Bisphosphonate
Others
17% Refer
50%
Graph1.8: Gynecologists’ preference for Risedronate Vs other Bisphosphonate
72
3.9b Under Orthopaedic

Risedronate: 47.00%
Bisphosphonate: 33.00%
Other: 16.00%
Refer: 4.00%
Risedronate Vs. Other Bisphosphonate

4%
16%
Risedronate
Bisphosphonate
47% Other
Refer
33%
Graph1.9 Orthopaedics’ preference for Risedronate Vs other Bisphosphonate
As we can see that under both the cases, that is under Gynecologist as well as under
Orthopaedic liking for the molecule Risedronate was more as compared to those of the
other molecules of same family of Bisphosphonate. Under gynecologist it was 17% as
compared to that of 16% of other Bisphosphonate molecules whereas under Orthopaedic it
was 47% as compared to that of 33% of other Bisphosphonate molecules. So we can say
that the idea of the company to keep Risedronate from the family Bisphosphonate as one
the combination molecule was not wrong and it is not due to this that the company is not
meeting the expected sales target.
73
3.10 PREFERENCE FOR MENOPAUSE CLINIC:
In my questionnaire I had also kept one question asking the gynecologist whether they are
interested in opening menopause clinic or not. This question was kept in order to find out
which gynecologists are interested in opening menopause clinic so that based on their
preference for menopause clinic; the company can target the gynecologist who showed
their interest in opening menopause clinic and help them in setting the menopause clinic.
This would help 2 purpose of the company. First, the company will help in generating
awareness for the disease Postmenopausal Osteoporosis by conducting several events like
free BMD test, Healthy Woman Contest, etc. Second; the company can promote their brand
to the gynecologist at cheaper cost. The following result was obtained
Interested: 32.00%
Not Interested: 61.00%
All ready have it: 7.00%
Menopause Clinic
7%
31%
Interested
Not Interested
All Ready Have it
61%
Graph1.10: Gynecologist who showed interest for opening Menopause Clinic
74
3.11 OVERALL RESULT:

After summarizing all the analysis done so far, final wordings for the Strong Kit can be made.
Prescription of the molecule Raloxifene or Risedronate is independent of the specialization of the

doctor but when it comes to the prescription of the kit as in our company; Strong Kit,
specialization of the doctor matters. So even if Raloxifene or Risedronate is been preferred
mostly by Gynecologist or by Orthopaedic it is not compulsory that they will prefer Strong Kit
also widely and vice versa.
Preference for Raloxifene molecule is less as compared to that of Risedronate among both
Gynecologists and Orthopaedic. Reason for it can be anything like side effects or cost factor or a
better alternative option for the treatment of the disease postmenopausal osteoporosis.
Concept of the company to come up with the combination of Raloxifene, Risedronate and
calcium Calcitriol combination is a very good idea. As earlier we have seen that the selection of
Risedronate over other molecules of the family Bisphosphonate makes the combination perfect.
Both the Gynecologist and the Orthopaedic showed keen interest in the combination and asked
for the literature. This means that Strong Kit has huge potential to capture a good market share
among its competitor.
A good number of gynecologists agreed to open menopause clinic. This will help the company in
achieving their target as promotion of their brand will become easier and also they can easily
spread awareness among the people for the disease postmenopausal osteoporosis.
75
4. CONCLUSIONS AND RECOMMENDATION:

In my entire internship there was much to learn from my work. Daily some new knowledge and
inputs I have added in me.
 This company had made me realize to put the company benefits first in front of us, rather
than personal benefits.
 It has also made me realize the importance of working in team as well as how to behave
with our colleagues.
 Being a fresher, this company gave me an exposure to all new world of corporate world;
the fun associated with it, the feeling of satisfaction on completing a work, the feeling of
disappointment on non – completion of a work etc.
 Also it has made me realize that knowledge should not be restricted to just one field like
marketing or IT but also of the supporting fields such as HR, Finance etc.
4.1 FINDINGS FOR STRONG KIT
From the survey I conducted and the data collected from the survey, I have done an in depth
study and came up with my own ideas and analysis.
As we have seen that only 27% of the Orthopaedic and 42% of the Gynecologist showed their
keen interest towards Strong Kit, I have tried to find out the reason as to why the rest of the
doctors refrained from using the concept.
According to me the reasons for strong kit not being so famous among the doctors could be
summarized as under:
1). The first and foremost reason according to me is that the awareness level for the disease
Postmenopausal Osteoporosis is very less among the women. Women take it for granted that this
is a part of old age and accordingly prepares a mindset to live with the pain. Indian old women
have many other priorities in their life than caring for their own health like they at their age get
76
more fascinated towards their grandchildren and they think not to spend too much on their health
and thus ignore the pain.
2). Indian Thought Process: Patients do not follow regularly as a result of which the doctors
cannot keep a track. Patients do not follow regularly as asked by the doctors and instead start
taking homemade remedies.
3). In Government Hospital: doctors might not be writing this kit as they feel that it is very
costly. They feel that if by prescribing Residronate + Painkillers desired effect comes then why
to give one more molecule to their patients and burden them with an extra molecule and cost.
4). In Private Hospital/Clinic: Cost is secondary as patient coming to them bother less for cost as
compared to the patient coming to them in the government hospital. Many of the Orthopaedic
feel that Raloxifene has some gynecologist’s side effect. In the Orthopaedic Clinic the clinic are
mostly isolated that is they do not have any gynecologist practicing. In case the patient has any
gynecologist side effect which the Orthopaedic is not able to treat then this will create a problem
for the doctor as I it will come on their name and fame. So many a times they refrain from
writing Raloxifene.
Also they think that if by simply writing Risedronate + Paracetamol they get the desired effect
and also it has got good efficacy then why to add one more molecule to their list, as Indian ladies
mostly avoid medicines.
So doctors try writing mostly those molecules which have greater efficacy so that the number of
molecule is less.
5). For any PMO case, the doctors mostly require Calcium + Calcitriol + Paracetamol + anti
acidity tablets + Bisphosphonate molecule (Risedronate / Ibandronate / Alendronate). If in
market these molecules are available at a market price lower than ours then the sale of Strong Kit
gets affected.
6). It is been said that Raloxifene helps and prevents Osteoporosis and also increases bone
thickness. We all know that PMO occurs in lady of age group 55+ - 60+. So the doctors think
77
that if at this age the BMD increases also then it will be by a very less amount as by that time the
body enters the senescence period and the maturing and growing capacity of the bone is almost
lost. So they refrain themselves from writing one more molecule.
4.2 RECOMMENDATIONS:
From the survey conducted and the data collected from the survey we have seen that 27% of the
Orthopaedic and 42% of the Gynecologist showed their keen interest for Strong Kit. My
recommendations to the company from my studies and analysis for the marketing of Strong Kit
to these doctors are as under.
1). As in the analysis part we have seen that Selection of molecule (About Combination: “Strong
kit”) for the treatment of same disease is dependent on the specialization of the Doctor so the
company should come up with different strategies to target separately Gynecologist and the
Orthopaedic.
We need to position the product in the mind of the doctors in such a way that it holds a top
position as when compared to other alternatives or competitors of the brand.
For this the Product manager should regularly accompany the medical representatives (MR) for
routine display of the product. As during my survey I have noticed that doctors pay more
attention when a Product Manager accompanies the MR.
2). For the promotion of the Product; after explaining the product to the doctors of the
government hospital we can distribute free samples in a bulk of 100 to Government hospitals so
that the doctors do not hesitate writing it to their patients as it the cost factor mostly which bother
the doctors of government hospital to write it to their patients. And when the doctors will find
improvement in the patient because of the kit then they will at later stage themselves recommend
the Kit, and if those doctors happen to practice in their private clinic also, then the sale of Strong
kit will improve in that area also.
3). Company should organize events where in they can promote their product thus creating
awareness for the product and positioning the product in the mind of the doctors.
78
4). Strong Kit to be promoted to General Practitioner: As mostly old ladies tend to believe their
family doctor more so for the disease Postmenopausal Osteoporosis we can target GPs. If we tell
the GPs about the Postmenopausal Osteoporosis, their symptom and molecules required for its
treatment then if any lady comes to that doctor complaining for any pain then after diagnosing
the symptom he may write the kit.
In Metros like Mumbai, where awareness level is high and also number of Orthopaedic is more
we cannot target GPs, but in town area near by Mumbai i.e. Suburbs regions where number of
Orthopaedic doctors are less and GPs are more and also awareness level for Postmenopausal
Osteoporosis is less. So a lady will first move to her Family Doctor. So we can target them.
5). Routine display of product: routine display of the product along with the literature should be
made available to the doctors as we have seen that there were many doctors who had asked for
the literature. They were interested in the product but before prescribing it to their patients they
wanted to have a scientific proof of the product.
6). Strong kit should be made available to all those places where a doctor who writes Strong kit
practices. As I, in my survey got complains from many doctors that the product is available in
the chemist store. So even if a doctor writes Strong Kit, the prescription bounces because of non-
availability of the product. So care must be taken on that area.
7). As we know that most of the product in the market for the same disease are similar in
quality. So we cannot differentiate our product on that basis. In order to be ahead of our
competitors we need to train our sales representatives on relationship selling techniques in
addition to medical science and product knowledge. It will make a difference in sales force
effectiveness.
8). Following is the list of the doctors those who showed interest for Strong Kit, company
should follow up these doctors very cautiously as these are the prospective client of the company
whom the company can convert as their permanent customer and make profit through the sales
of Strong Kit.
79
 Gynecologist:
Dr. Name Mobile Number Area
1. Dr.Ashima Padhye 9821446981 Sapna Health Care Centre Pvt Ltd.

'A' wing, 1st floor, Bhaveshwar
Plaza. Ghatkopar (W)
2. Dr. Varsha Bothra 022- 25913807. Ram Krishna Apt., Gadav Naka,
Bhandup(W)
3.Dr. Manisha V 9819021919 Sai Clinic, Shop No. 3, Laxmi

Angane(Rane) Shopping Centre, Sai Hill.
Bhandup (W)
4. Dr. S.D. Arora 9820065990 Neha Apts, 1st Floor, LBS Marg,
Bhandup (W)
5. Dr. Alkesh C. Gohel 022- 25129983 Hare Krishna- A2, Ground Floor,
Mayureshwar Society, Krishna
Complex. LBS Marg, Ghatkopar
(W)
6. Dr. Surekha P. Mathkar 9223336285 Ami Villa, 1st Floor Amrut Nagar,
Ghatkopar (W)
80
7. Dr. Hema S. Shah 9321177477 Mahavir Orthopaedic and general

Hospital. 1st Floor, Manisha
Height, Balrajeshwar Road.
Mulund (W)
8. Dr. Anita Soni 9819390211 Dr L H Hiranandani Hospital,

Hillside Avenue, Hiranandani
Gardens, Powai
9. Dr. Padma V. Khade 9820457648 Near Sapna Hospital, Close to

Andhra Bank. Ghatkopar (W)
10. Dr. Nupur Dubey 022-25152237, Sarvodaya Hospital, Rifle Range,

022-25152332 LBS Marg, Ghatkopar (W)
11. Dr. Ketan C. 9820344300 Mrudula Hospital, Kirtida Apts,

Panditpautra Keni Marg, Bhandup Village,
Bhandup (E).
12. Dr. Manali Parmar 9819350252 Hira-Mongi Navneet Hospital,

Mulund(W)
13. Dr. Samir R Pradhan 9322257151 Samadhan L.T. Road(Extn), Hanuman

Chowk, Mulund(E)
14. Dr. Vanita S. Raut 022-25763300. Dr. L H Hiranandani Hillside

022-25763333 Avenue, Hiranandani Gardens,
Powai
81
15. Dr. Padmaja Gopishetty 022- 25763300 Dr. L H Hiranandani Hillside

Avenue, Hiranandani Gardens,
Powai
16. Dr. Vaishali N. 9820807269 Amboli junction, Andheri (W)

Chaudhary
17. Dr. Pramila V. kenkre 9869637313 Flat No. 1, Bldg. 5/6, Manish
Nagar,4Bunglows.
Andheri(W)
18. Dr. Neelima D. 022-26282786 A-103/104,Parsian Apartment,

Deshmukh V.P.Road, Andheri(W)
19. Dr. Sunanda P. 9821184801 Ruby Hospital, Roop Apts, 1st

Jathar(Modi) floor, SV Road, Jogeshwari(W)
20. Dr. Deepa Mungi- 9820271045 BSES MG Hospital, (Managed by

Jadhav Bramhakumari's) SV Road,
Andheri(W)
21. Dr. Sangeeta Girdhar 022-25068941, Mamta Maternity & Nursing Home:
022-25066490 Plot 184, "Sati Dham", Garodia
Nagar, Ghatkopar(W
22. Dr. Vandana Gokhale 022-25800647 Man Sneh Hospital: Road No. 33,
Veer Savarkar Nagar, Thane(W).
Table1.8: List of Gynecologist interested for Strong Kit
82
 Orthopaedic:
1. Dr. Amin Shah 9821010047 1st floor, Bhaveshwar Plaza A

wing LBS Marg, Ghatkopar (W)
2. Dr.Atul J. Shah 022-25113628, Aadhar Orthopaedic Hospital,

022-25133211 Gautam, Opp. Balaji Temple,
Tilak Road, Ghatkopar (E)
3. Dr. Atul K. Agrawal 9820033826, SAS Health Care Pvt. Ltd.23-

9223901262 C,Miniland, Shivaji Talao, tank
road Bhanduo(W)
4. Dr. Sanjeev Jain 9820036852, Dr L H Hiranandani Hospital,

9819076623 Hillside Avenue, Hiranandani
Gardens, Powai
5. Dr. Prakash M. Doshi 022-25129917, Fracture & Orthopaedic Nursing
022-25151899 Home, Neelkanth Market, M.G.
Road, Ghatkopar (E)
6. Dr. Praveen Goyal 9769529289 Rajawadi Hospital, Ghatkopar(E)
7. Dr. Ashok Shyam 9869320119, Hira Mongri Hospital, Mulund

9833110366
8. Dr. Tejas D. Upasani 9820024318 Upasani Nursing Home,
Rashman Apts, S.L Road, Mulund
(W)
9. Dr. Dharit S. Mehta 9820023069 Dr Mehta Nursing Home, 198/1,
Garodia Palace, 90 Feet Road,
Ghatkopar (E)
10. Dr. Vijay D. Shetty 022-25763300, Dr L H Hiranandani Hospital,

022-25763333 Hillside Avenue, Hiranandani
Gardens, Powai
11. Dr. Kalpen J. Desai 9820041045 Sushrut Clinic Sheetaldhara,

Bhardawadi Road, Andheri (W)
12. Dr. S K. Srivastava 9819710059 Dr L H Hiranandani Hospital,

Hillside Avenue, Hiranandani
Gardens, Powai
83
13. Dr. Neelkanth card not available. Dr. Thakur Polyclinic, Dadar(W)
Dhamanaskar
14. Dr. Jayesh J. Shah 022-24152900, Shobha Maternity & Surgical
022-24140005 Home: 17/1, Vijay Niwas, R.A.K.
Road, Wadala (W)
15. Dr. A B Goregaonkar 9821351787 Parakh Hospital, Ghatkopar (E),

Sion Hospital
16. Dr. Yogesh R. Vaidya 9820183881 Orthocare hospital: Gautam

Chambers, 1st floor, Near
Punjani Estate, Khopat,
Thane(W)
17. Dr. Satish Gawand 022-25303177, Jai Hospital:102, Sai Sadan,

022-25440389 Ganesh Talkies Campus, Off
Edulji Road, Opp. Charai, Tel.
Exchange. Thane(W)
18. Dr. Piyush Sharma 022-25366856, Lok Hospital: Lok Upavan Phase
022-25428612 2, Glady's Alvares Marg,
Pokharan 2, Thane(W)
19. Dr. Ramesh S. Wadile 9323230817 Shree Siddhivinayak Hospital:

Amit Co-Op.Housing Society, A
Wing, 1st Floor, Near Yashdhan
Nagar Bus Stop, Thane(W)
20. Dr. Jayesh P. Nayak 9819336585 Bapat Nursing Home, Near

Rupee Co.op. Bank, A K. Vaidya
Marg, Panchpakhadi, Thane (W)
Table1.9: List of Orthopaedic who showed interest for Strong Kit
7). Following is the list of Doctors those who have asked for the Literature. These are the
doctors who are not sure and want more information regarding the pharmacology and working of
the molecule when given together. They want scientific proof that it will not have any major side
effect on the body of the patient.
84
So it is highly recommended that the Product Manager should accompany the Medical
Representative to give the literature to the doctors so that while handing the literature to doctor
the product manager makes doctor understand the product in a manner that it gets positioned in
the mind of the doctor thus increasing the sale of the of the Strong Kit.
 Gynecologist:

1. Dr.Bhawna Hingwala 9833109838 Shreeji Hospital,Cama lane
corner, Ghatkopar (W)
2. Dr.Sriram G. 9322250640 Dr. Sonagra's Hospital, Shiv
Plaza, Lbs Marg,
Ghatkopar(W)
3. Dr. Avinash H. Mhatri 9322510959 Darshana Apts. V.B.
Phadake Road. Mulund(E)
4. Dr. Nayana Jadhav 9867252952 Ravindra Nursing Home,
Darshana Apts. Mulund(E)
5. Dr. Ajay l. Shah 9869546405 Jeevan Jyot Hospital,
Ghatkopar (W).
6. Dr. Surendra 9821096046 Trimurti Arcade,302/303,
Upadhyaya 3rd Floor, L.B.S Road. Near
Sarvodaya Hospital,
Ghatkopar (W)
7. Dr. Girija Sudarshan 022- 25959440 Omkar Hospital, 101/A,
022- 25955604 Neha Apts. L.B.S Marg,
Bhandup (W)
8. Dr. Hemant J Bhatt 022-25151327, 3/4 Haridwar Apts. 1st
022- 25150918 floor Giri Kunj Compound
Next to hotel Airways, LBS
Marg. Ghatkopar(W)
9. Dr. Priti S. Vyas 9869428728 Amboli junction, Andheri
(W)
10. Dr. A V. Vyas 022-26704687 Amboli junction, Andheri
85
(W)
11. Dr. Umavati V. Shetty 022-26371588, 4, Dhake Colony, Near Apna
Bazar, J.P Road. Andheri
(W)
12. Dr. Anita S. Chavan 9869132730 Madhav Medicare Centre,
Above Paaneri, S.V. Road,
Andheri (W).
13. Dr. Sujata Wagh 022-65785600 Sujata Medicare, Shiv-
022-64137440 Shakti, Next to Apna Bazar,
Dhake Colony, Above Good
Luck Electrical, JP
Road, Andheri(W)
14. Dr. Rama A. Thakker 9820125489 4 Ambe Dham, Next to
Ambaji Mandir, MG Road,
Mulund (W)
Table1.10: list of gynecologist asking for the literature of Strong kit
 Orthopaedic:

1. Dr. K.M.Ambegaonkar 9821076817 Sai Dhan Hospital 90 Ft.
Road, Mulund(E)
2. Dr. Gautam Zaveri 9820504351 Zaveri Clinic. Chetan Blndg.
Opp Rajawadi Post Office,
Ghatkopar (E)
3. Dr. Atul Gajare 9820302622 Sarvodaya Hospital, LBS
Marg Road, Ghatkopar(W)
4. Dr. Haresh H. Manglani 9223328440 101-102, 1st Floor,
Manisha Heights,
Balrajeshwar Road, Nr.
Vaishali Nagar Bus Depot,
86
Mulund (W)
5. Dr. Kshitij Shah 9870253327 Prime Bone & Joint
Speciality Hospital Amboli
junction, Andheri (W)
6. Dr. Uday Ranade 9220617291 Evershine Hospital,
Evershine Apt-1, J P Road, 4
Bunglows, Next to SBI,
Andheri(W)
7. Dr. S N. Shetty 9892020864 City Hospital, 176 Ripon
Apts, S V Road,
Jogeshwari(W)
8. Dr. C P. Manwani 022-26373700, Versova Fracture Clinic,
022-26373600 Flat No 3, Sea Glimpse,
Behind Swadesh
Restaurant, Opp. Legacy of
China, J P. Road, 7
Bunglows, Andheri(W)
9. S R. Mukhi 022-25675923 Raj Orthopaedic Hospital
Mulund (W)
10. Dr. Rahul Deshpande 9820727029 Hira Mongri Hospital,
Mulund(W)
11. Dr. Anant Chary 022-25821340 TKS Chary Hospital: 10
Paramhans Society,
Ramkrishna Nagar, Mangal
Pande Rd. E.E Highway,
Thane(W)
12. Dr. Amir Panjwani 9820287140 Advanced Orthopaedic &
Joint Replacement Centre:
Pasaydan, Near TMC
Building, Panch Pakhadi,
Thane(W)
13. Dr. Jayaraja Puthran 022-25835021, Jai Ganesh Nursing Home:
022-25812144 R S C 15, Plot No. 67/68,
87
Opp. Louis Bldg, Carvalho

Nagar, Thane(W).
14. Dr. Rajesh Agarwal 9820065990 Neha Apts, 1st Floor, LBS
Marg, Bhandup (W)
Table1.11: List of Orthopaedic who asked for the literature of Strong Kit
8). Following is the list of the doctors who have agreed to open menopause clinic. Company can
help them in setting the menopause clinic and thereby create awareness for the disease and also
the promotion of the product.
1. Dr.Ashima Padhye 9821446981 Sapna Health Care Centre

Pvt Ltd. 'A' wing, 1st floor,
Bhaveshwar Plaza.
Ghatkopar (W)
2. Dr. Avinash H. Mhatri 9322510959 Darshana Apts. V.B.

Phadake Road. Mulund(E)
3. Dr. Surendra 9821096046 Trimurti Arcade,302/303,
Upadhyaya 3rd Floor, L.B.S Road. Near
Sarvodaya Hospital,
Ghatkopar (W)
4. Dr. Girija Sudarshan 022-25959440 Omkar Hospital, 101/A,

022- 25955604 Neha Apts. L.B.S Marg,
Bhandup (W)
5. Dr. S.D. Arora 9820065990 Neha Apts, 1st Floor, LBS

Marg, Bhandup (W)
6. Dr. Hemant J Bhatt 022-25151327, 3/4 Haridwar Apts. 1st
022- 25150918 floor Giri Kunj Compound
Next to hotel Airways, LBS
Marg. Ghatkopar(W)
88
7. Dr. Alkesh C. Gohel 022- 25129983 Hare Krishna- A2, Ground

Floor, Mayureshwar
Society, Krishna Complex.
LBS Marg, Ghatkopar (W)
8. Dr. Surekha P. Mathkar 9223336285 Ami Villa, 1st Floor Amrut

Nagar, Ghatkopar (W)
9. Dr. Anita Soni 9819390211 Dr L H Hiranandani
Hospital, Hillside Avenue,
Hiranandani Gardens,
Powai
10. Dr. Manali Parmar 9819350252 Hira-Mongi Navneet

Hospital, Mulund(W)
11. Dr. Vanita S. Raut 022-25763300. Dr. L H Hiranandani

022-25763333 Hillside Avenue,
Hiranandani Gardens,
Powai
12. Dr. Priti S. Vyas 9869428728 Amboli junction, Andheri
(W)
13. Dr. Vaishali N. 9820807269 Amboli junction, Andheri

Chaudhary (W)
14. Dr. A V. Vyas 022-26704687 Amboli junction, Andheri

(W)
15. Dr. Anita S. Chavan 9869132730 Madhav Medicare Centre,

Above Paaneri, S.V. Road,
Andheri (W).
16. Dr. Sujata Wagh 022-65785600 Sujata Medicare, Shiv-

022-64137440 Shakti, Next to Apna Bazar,
Dhake Colony, Above Good
Luck Electrical,
J P Road, Andheri(W)
17. Dr. Deepa Mungi- 9820271045 BSES MG Hospital,

Jadhav (Managed by
Bramhakumari's) SV Road,
Andheri(W)
89
Table1.12: List of Gynecologist who showed interest for opening Menopause Clinic
5. EXHIBITS, APPENDIX, REFERENCES:

QUESTIONNAIRE:
MARKET SURVEILLANCE OF STRONG KIT
Dr’s. Name: Specialty:
90
Address: Date:
1. Do you treat PMO cases or do you refer to your colleague?
 Yes  No
2. If yes, what molecules do you prefer?
a)
b)
c)
d)
3. Do you use them in a combination or do you prefer to recommend

monotherapy?
Comment:
4. For how long do you recommend this therapy?
 <6 months  6-12 months  13-18 months  >18 months
91
5. What are the advantages of Raloxifene?
a)
b)
c)
d)
6. What are the limitations of Raloxifene?
a)
b)
c)
d)
7. Do you prefer to prescribe Risedronate?
 Yes  No
8. What are the merits of Risedronate?
a)
b)
c)
d)
9. What are its demerits?
92
a)
b)
c)
d)
10. If you will get Raloxifene + Risedronate + Calcium together in one Kit, would
you like to prescribe it to your patients?
Comment:
11.Are you interested in opening a menopause clinic?

 Yes  No
REFERENCES:
 Medical books.
 Company’s Document.
 Help from the company & faculty Guide.
 Marketing Research by HAIR, BUSH, & ORTINAU.
 Google.com links like as below:
 www.osteo.org
 http://en.wikipedia.org/wiki/Osteoporosis
 http://www.silcom.com/~dwsmith/boned394.html
 http://www.bmj.com/cgi/content/extract/327/7411/355
93
 http://www.globalforumhealth.org/filesupld/forum9/CD%20Forum
%209/papers/Shah%20R.pdf
 http://www.globalforumhealth.org/filesupld/forum9/CD%20Forum
%209/papers/Shah%20R.pdf
94

Final Report Shailaja

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Final Report Shailaja

Uploaded by

Copyright:

Available Formats

IBS

MARKET SURVILLANCE OF STRONG KIT

(SHAILAJA BHARATI - 08BS0003059)

Submitted in partial fulfillment of the requirements

For the degree of MBA

ICFAI BUSINESS SCHOOL

Project Entitled : MARKET SURVILLANCE OF STRONG KIT

Submitted By : SHAILAJA BHARATI (08BS0003059)

This is to certify that the above mentioned student have successfully

Company Guide Faculty Guide

(Mr. Shishir Kumar Sinha) (Prof S S Nayak)

LIST OF PICTURES vii

A Short History of Medicine 1

1. ABOUT THE PHARMACEUTICAL INDUSTRY 2

1.2 Research and Development 4

1.2a Drug Discovery 4

1.2b Drug Development 4

1.2b Cost of Innovation 5

1.3 Product Approval in US 5

1.4 Pharmaceutical Industry and the Patent System 6

1.4a what is Patent? 6

1.4b Global institution responsible for administering the Patent System 7

1.4c Special Problem of the Pharmaceutical Industry 7

1.4d In Future IPRs with Pharmaceutical Industry 7

1.5 Pharmaceutical Marketing 8

1.5a Direct and Indirect Marketing to Health Care Providers 8

1.5a1 Individual Research 9

1.5a2 Peer Influence 9

1.5a3 Direct Physician contact with pharmaceutical sales representative 9

1.5a4 Physician Targeting 10

1.5a5 Opinion Leader Influence Mapping 10

1.5a6 Sales Force Size and Structure 11

1.5a7 Private and Public Insurers 11

1.5b Direct Marketing to Patients 11

1.6 Majors Players of Pharmaceutical Industry 12

1.7 India Stand 13

1.7a Advantage India 14

1.7c1 New Business Model 16

1.7c1a Contract Manufacturing 18

1.7d Enabling Framework Required 20

1.7d1 SWOT Analysis 20

1.8 Top Pharmaceutical Companies of India 22

1.9 Introduction about the Company 26

1.10 Introduction to the Project 28

1.10a Objective behind Launching the Strong Kit 29

1.10b What is Osteoporosis? 29

1.10b1 Diagnosis of Post Menopausal Osteoporosis 30

1.10b2 Incidence Osteoporosis in WO (Men) 30

1.10b3 Pathogenesis of Osteoporotic Fracture 31

1.10b4 Implications Postmenopausal Osteoporosis 32

1.10b5 Osteoporosis Treatment 33

1.11 Purpose Scope & Limitation 35

1.12 Source & Method Adopted 37

1.13 Report Organization 38

2 DISCUSSION OF THE PROJECT 39

2.1 Understanding the Project Literature 39

2.1a Strong Kit Dosage 39

2.1b Pharmacology of each molecule 40

2.2 Market Research 42

2.2a Questionnaire Design 43

2.2b Analysis Method 43

3.1 Data Organization 46

3.2 Data Table 47

3.3 Pivot Table 49