Launching a new Cancer Drug

Syngene

Contract Research
Custom projects : Medicinal Chemistry, Library Synthesis, Molecular
Biology and Assay Development.
Clinigene
Clinical operations and Laboratory Research & Development.
Data Management & Biostatistics Regulatory
Safety monitoring
Biocon
Product and Process Development
Manufacturing
Regulatory Filling and Marketing
1978 1989 1990 1994 1996 2000 2001 2003 2004 2005 2006
Biocons
Founding Year
JV between
Biocon
Biochemical's
and Dr..
Mazumdar Shaw

Unilever plc.
acquires Biocon
Biochemical's
Ltd. in Ireland
and merges it
with its
subsidiary
Biocon establishes
Syngene International
Pvt. Ltd. as a Custom
research Company
(CRC) to address the
growing need for
outsourced R&D in
the pharmaceutical
sector
Commissions its
first fully
automated
submerged
fermentation plant
to produce
specialty
pharmaceuticals.
Establishes
Clinigene
The first
company
worldwide to
develop
human insulin
on a Pichia
expression
system
Biocon scales
up its in-house
research
programme,
based on a
proprietary solid
substrate
fermentation
technology, from
pilot to plant
level
Signs a
commercial
agreement for
supply of insulin
API to Asia,
Africa and the
Middle East.
TIMELINE
Biocon becomes
the first Indian
company to
manufacture and
export enzymes to
USA and Europe
Becomes the
first Indian
company to be
approved by US
FDA for the
manufacture of
lovastatin, a
cholesterol-
lowering
molecule
Inaugurates Biocon
Biopharmaceuticals.
Announces a licensing
agreement with Bayer
HealthCare (BHC) for
the exclusive marketing
and trademark rights for
INSUGEN for the
Chinese market.
Creates a
buzz in the
stock market in
March 2004
with its hugely
successful IPO.

Biocon's
proprietary
fermentation plant
leads to a 3-fold
expansion.
Leverages its
technology platform
to enter
biopharmaceuticals
and statins
1979
Pros Cons
First mover advantage

Risk of using new technology

Impressive phase 2 results No experience in selling and
marketing oncology drugs
Prospects of being first ever Indian
proprietary drug.
Credibility at risk
Saving precious time and resources
on further trials
Hasty launch decision
Sufficient results to get DCGI
approval
Pros Cons
Enough time to work on the marketing
and selling capabilities.
Risk of competitor
Proven credibility. Loss of first mover advantage
Overcome Doctors skepticism More investment at risk
Time to work on the other capabilities
of the drug.
Clinical trials results showed that out of 92 chosen subjects for
each department:
40% responded to radiotherapy alone.
70% responded to Chemo and Radiotherapy
80% Responded to Radiotherapy and BIOMAB
100% responded to Chemo, Radio and BIOMAB.
First mover advantage
Acquire maximum market buy direct sales and less price.
Target customers are with head and neck cancer accounting to 1900 patients
(who can afford) out of 190,000.
Estimate of 20,000 patients falling into the category of advance stage
cancer.



Low incidence of health insurance in Indian Market
Indian brand discount consideration
Faster breakeven-corporate objective
Affordability
Clearer treatment cost
Biocon brk even.xls


95% of potential BIOMAb patients- self paying
Affordability could be an issue
The number of patients is expected to grow:
Indian economy growing at 9%
Population growing at 1.4 %
Potential market size could be increased by:
Educating end customer
Targeting government and insurance companies
Charging for lower price for BIOMAb
Strengthen position as 1
st
Indian proprietary drug
Protect against Brand Dilution

Launch BIOMab immediately
Shipment in small batches
Cold chain distribution and storage
Under given circumstances local pharma adds little value
Full support of CFA with excellent coverage
Leverage capability of overnight delivery to oncologists
Eliminate role of local distributor and retail pharmacists
(21-26% reduction in price to end consumer)
Fully dedicated sales force

Direct sale to oncologists

Primary focus on missionary selling
Biocon should provide support and counseling to families
whose loved ones are suffering from cancer
The sales representatives must undergo product related
training which will enable them to
educate and convince doctors, patients and their families
regarding the disease and
BIOMAB.




Cost
Effectiveness
Side effects
Past performance (phase 2 results)
Company credibility
Government approval
Personal Interest
As our targets is doctors, the focus of marketing team
should be on them.
Biocon should provide support and counseling to families
whose loved ones are suffering from cancer.
The sales representatives must undergo product related
training which will enable them to
educate and convince doctors, patients and their families
regarding the disease and
BIOMAB.




Aishna Singh
Akshat Gupta
Anshul Aggarwal
Arpit Kapur
Jasveen Chawla
Karan Bhatnagar