Fapex Pharm is a fast-growing Pharmaceutical company. The company is aiming to be
among the top 10 leaders in the pharmaceutical industry in Egypt within the upcoming 10 years with extensive focus on quality products which are currently being manufactured by their own facility. The company's core business CNS and CVS portfolios. CVS business unit offers unique solutions to hypertension & hyperlipidemia diseases. The company's ultimate purpose is to properly understand the health care problems and needs to provide innovative and high-quality products that meet the unmet needs in managing & controlling the CV chronic diseases. Fapex Pharm's value propositions are; producing high quality, innovative products that are providing practical competitive solutions with premium price and create long term win-win partnership with CV-KOL's. Fapex Pharm has a strong marketing team who can create effective marketing plans that combines creativity & innovation with marketing expertise as well as brand strategy to meet the patients and customers’ needs. Marketing Team participate in all CVs conferences. Fapex Pharm currently sells two products in CVs unit as follows:
Normapex (Antihypertensive) A CCB / BP control and protection against angina.
Lipipex (Lipid-lowering agent) A Statin that significantly improve the lipid profile. CVS Market is growing rapidly with growth rate 15% in anti-hypertensive and 10% of statin. Customers are demanding effective and affordable products. Competition is very tough from local and multinational companies. Cost pressure becomes very high specially from payer in MOH and tenders. Modern trends in treatments are launching. lack of disease awareness from patients. The guidelines are not well implemented and lack of patient compliance. Fapex Pharm is looking to diversify their offerings to ensure that they are better able to meet the needs of their customers. Fapex Pharm believes that it is a key for them to maintain strong relationships with their existing customers to continue to survive and compete in challenging work environment. You are working for Fapex pharmaceutical company. You're newly appointed as a district manager in July 2018 CVs BU. You will be managing a group of Medical Representatives who are managing 4 territories and will be responsible for leading this @Bepacedu 1 All Reights Reserved group towards achieving the business and strategic objectives of your district in the CV BU that will help achieving the company's business objectives and revenues District profile You are responsible for managing a CV portfolio at the district level that includes an antihypertensive and lipid lowering agent. The country is divided into 2 equal potential regions. Each region is represented by 2 districts. With equal potential. Your district is divided into 4 territories.The company's, region’s and district’s current achievements are follows: Normapex sales Data: Total Market of antihypertensive is (1,600,000) units in 2017 Sales Sales MS 2017 PPG% Target YTD% 2018 2016 2017 % 2018 sales Market 1,391,000 1,600,000 100 950,000 Company 267,000 320,000 20 15 384,000 172,800 Region 130,000 144,000 10 10 192,000 81,600 District 54,000 56,000 3.5 3.5 96000 36,000 T1 12,000 12,000 0.75 0 24000 7,000 T2 15,000 16,000 1.06 6 24000 11,500 T3 13,000 13,000 0.81 0 24000 7,500 T4 14,000 15,000 1 7 24000 11,000 Available data of Normapex sales per account in 2017 Company total 2017 2017 sales 2017 Hospital Sales Private Sales Company 320,000 96,000 224,000 Region 144,000 43,200 101,000 District 56,000 26,000 30,000 T1 12,000 8,000 4,000 T2 17,000 5,000 12,000 T3 13,000 6,000 7,000 T4 16,000 4,000 12,000
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Lipipex sales Data: Total Market of Statin is (800,000) units in 2017 Sales Sales MS 2017 PPG% Target YTD% 2018 2016 2017 % 2018 sales Market 730,000 800,000 100 900,000 Company 105,000 120,000 15 15 140,000 80,000 Region 56,000 68,000 8.5 20 75,000 35,000 District 29,000 32,000 4 10 35,000 15,000 T1 6,000 6,000 0.75 0 8,500 3,500 T2 8,000 9,000 1.125 12.5 9,000 4,000 T3 7,000 7,500 0.9 7 8,500 3,500 T4 8,000 9,500 1.1 19 9,000 4,000 Lipipex sales data per account Company 2017 2017 total sales Hospital Private Sales 2017 Sales Company 120,000 60,000 60,000 Region 68,000 40,000 28,000 District 32,000 20,000 12,000 T1 6,000 5,000 1,000 T2 9,000 4,700 4,300 T3 7,500 5,000 2,500 T4 9,500 4,500 4,000
More available data about your rep performance:
Territory 1 2 3 4 Potential to district 27% 23 % 27% 23% Assigned Rep Ola Fahmy Ibrahim Ali AVG Call Rate 7 9 9 9 COV % 70% 90% 90 90%
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Rep of territory 1 / Ola Rep of territory 2 / Fahmy ✓ Age 25 ✓ Only 6 months experience ✓ Age 28 ✓ Single ✓ 3 years’ experience ✓ Not committed and the regional ✓ Married with well-established personal life manager had many counseling ✓ Excellent track of record in company and sessions with her before you are his ex- company assigned to the district. ✓ Good leadership capabilities ✓ Lack of knowledge and skills ✓ Demotivated beacuse he did not pass last ✓ High activity of Normapex main district manager assessment competitor in this territory specially ✓ Willing to take more responsibilities in private ✓ Low activity of Normapex main competitor ✓ Normapex is listed in major tender in this territory specially in private in this territory ✓ Normapex is listed in small tender in this ✓ Low No. of KOL in this territory territory ✓ Lipipex is listed in MOH ✓ High No. of KOL in this territory ✓ Lipipex is listed in university hospital
Rep of Territory 3 / Ibrahim Rep of Territory 4 / Ali
✓ Age 26 ✓ Age 29 ✓ 1-year experience ✓ 2 years’ experience ✓ Single, Honest, Do his best ✓ Motivated, enthusiastic ✓ Good knowledge but lack of skills ✓ Aggressive personality ✓ High activity of Normapex main ✓ Single, can do better competitor in this territory specially ✓ Low activity of Normapex main competitor in private in this territory specially in private ✓ Normapex is listed in small tenders ✓ Normapex is listed in small tenders in this in this territory territory ✓ Moderate No. of KOL in this territory ✓ High No. of KOL in this territory ✓ Lipipex is listed in MOH ✓ Lipipex is listed in university hospital
How to create an effective sales plan for the remaining quarters and forecast of 2019 to improve your district performance and revenues?