Amoxil

Worth its name in gold

Promotional focus and objective

The main objective would be to;

 Consolidate amoxils leadership in tonsillitis and phrangitis

 Liverage amoxils strong generics
 Focus on business opportunity in typhoid and dental segment

Strategy

1st strategy is to promote amoxil aggressively in tonsillitis and phrangitis with full thrust so that
we have a good foundation to achieve our annual objective and also to maintain amoxils status
as drug of choice in its core indication.

The IMS data recorded Rs. 1.14 billion sales with 13% growth over last year and second
position in Pakistan pharmaceutical industry, where as prescription data recorded 11.8 million
prescripton of amoxil in industry (IMS MAT QTR 4 ’09, IMS Rx 2S ’09).

Our second strategy is to focus on typhoid segment to maintain our share as doctors have trust
on our brand. We will continue to promote typhoid paeds campaign to grab the maximum
prescription in typhoid pediatric segment.

Our third strategy is to focus on dental segment which looks lucreative as being second in this
segment already have doctor’s trust in attention on our site, so as an extra effort in the segment
would be fruitful and would help us increase prescription level.

Customer engagement activities

a. Gold challenge special edition (new)

We our starting god challenge special edition quiz competition which wil generate a lot of
excitement and in the process; it will provide an opportunity to increase the brand recall
for the first time in Pakistan Pharmaceutical Industry we are going to use IVR (interactive
voice recording) for this quiz competition. We are expecting to complete all the rounds of
gold challenge special edition by the end 2010. Which will help us generate voice level in
the market.

We need to translate this success in to our calls and lead to improvement in the
prescription this would be substantial positive increment between our activity and post
activity prescriptions based with each customer.

Target audience
 GP’s and RMO’s
 Pediatriciatians
b. Amoxil scientific meetings
Amoxil scientific programs are also helping us to achieve our objective and we will
continue to do scientific presentations in different venues with different situations. The
objective these activities are to reinforce the key messages of amoxil to highlight SOAR
data. We will do thirty five scientific meetings in this year throughout Pakistan.
Target audience
 GP’s
 OPD Doctors
 Pediatricians

Key messages
For tonsillitis and pharyngitis segment;

When
 In adults and pediatric patients with acute tonsillitis and pharyngitis

Why:
Excellent coverage against group A BETA HEMOLYTIC STRIP which is
the most common cause of tonsillitis and pharyngitis
Proving successful clinical and bacteriological response in tonsillitis and
pharyngitis.
Recommended first line therapy by infectious disease society of America.
American academy of pediatrics and world health organization

How
In adults amoxil 250 mg or 500 mg TDS
Children 125 mg or 250 mg daily.

For dental segment

When
In adults and pediatrics patients for the prophylyxis of infective
endocardiatis follow dental infection .
Why
Dental procedures are associated with higher incidence of bacterimia .
The measure of infective endocaditis is caused by streptococuss
viridance .
Amoxil is indicated in prophylyxis of endrocardiatis in patentses under
going dental extraction,scalling and surgery involving gingival tissues.
Amoxil prophylyxis showed high efficacy in redusing the prevalence and
duratipn of bacterimea following dental extraction.

HOW
In adults amoxil 3gm orally 1 hour before procedure. A second dose may
given 6 hour later.
Children.
<10year: half of the adult dose
<5years: QTR of adult dose.

FOR TYPHOID segment:

when
In pediatric patient with typhoid.

Why
Amoxil is an appropriate and safe treatment of typhoid fever.

According to WHO amoxil is

Inexpensive
Rarely associated with side effects.
Appropriate for the treatment of typhoid fever.

Tratemnt is oral amoxil has been shown to be approximately 80%

effective in eradicating chronic carriage of susceptible organisms.

HOW
Adults: 4gms daily in divided doses.
Children: 100mg/kg/day in divided doses.

Promotional inputs.

Samples of amoxil is given to each MSE in every mounth about 120 and
to each RSM 20 packs of cap 500mg.
In every qtr each MSE has being distributed give a ways and RSM
too,because of promoting to the doctors.
In every month marketing team gives to literature to every MSE for every
campign.