IMS Analysis

IMS Analysis
IMS – MAT SEP 2022
ANTI-ASTHMA & COPD Classes
MAT Sep 2020 MAT Sep 2021 MAT Sep 2022 MAT Sep
Class 2022 PPG CAGR%
Units Value Units Value Units Value MS%
β2-AGONISTS 5,494,420 63,765,152 3,913,992 46,438,924 5,309,990 63,336,721 13.13% 35.67% 6.1%
β2-AGON
+CORTICOIDS 1,009,279 140,006,993 1,075,946 151,189,375 1,330,325 176,375,360 36.57% 23.64% 9.9%
COMBS
ANTILEUK ANTI-
944,947 75,373,219 872,587 63,735,323 1,174,618 84,931,084 17.61% 34.61% 4.3%
ASTHMATICS
CORTICOIDS 837,572 98,336,050 431,856 52,255,879 846,835 100,067,042 20.75% 96.09% 5.9%
N-STEROIDAL RESP
542,486 10,232,082 263,380 4,973,150 676,261 12,756,124 2.64% 156.76% 15.4%
A-INFLAM
ANTICHOLINERGICS
297,376 16,640,281 202,202 14,261,683 266,934 17,555,119 3.64% 32.01% 2.6%
PLAIN
XANTHINES 99,447 998,027 64,033 493,441 90,819 700,140 0.15% 41.83% -27.5%
A-CHOLINERG
14,335 2,405,338 19,797 3,417,503 26,188 4,730,358 0.98% 32.28% 16.1%
COMB+β2-AGON
ALL OTH A-ASTHMA
2,957 5,684,684 5,666 10,892,602 7,013 13,482,142 2.80% 23.77% 29.7%
& COPD
I-LEUKIN INH A-
852 3,751,501 1,018 5,184,222 1,610 8,359,992 1.73% 58.15% 65.8%
ASTHMATIC
PDE4 INHIB
175 16,618 417 39,599 66 6,267 0.00% -84.17%
ASTHMA/COPD
Montek
 IMS Analysis
IMS – MAT SEP 2022 ANTI-LEUK
MAT Sep 2020 MAT Sep 2021 MAT Sep 2022 MAT Sep 2022
Class PPG CAGR%
Units Value Units Value Units Value MS%
ANTILEUK ANTI-
944,947 75,373,219 872,587 63,735,323 1,174,618 84,931,084 17.61% 34.61% 4.3%
ASTHMATICS

MAT Sep 2020 MAT Sep 2021 MAT Sep 2022 MAT Sep 2022 MS%
Products PPG% CAGR%
Units Value Units Value Units Value Units Value
AIRFAST 292,477 26,497,463 220,240 20,124,070 337,553 30,390,173 28.74% 35.78% 53.27% 4.3%
BRONCAST 164,479 10,459,065 196,714 12,589,196 193,595 11,990,070 16.48% 14.12% -1.59% 7.0%
SINGULAIR 183,019 19,670,885 128,325 13,792,371 178,573 19,193,023 15.20% 22.60% 39.16% 21.9%
MONTEL 162,823 12,976,575 111,477 8,679,958 141,966 10,724,309 12.09% 12.63% 27.35% -7.0%
ANTIKAST 38,700 1,291,808 54,440 1,817,208 126,772 4,231,651 10.79% 4.98% 132.87% -3.5%
MOTRINEX 40,805 1,264,642 80,318 2,427,451 72,170 2,177,369 6.14% 2.56% -10.14% 23.1%
YOCAIR 14,953 618,335 40,569 2,214,674 47,769 2,871,001 4.07% 3.38% 17.75% 124.1%
ALLAIR 18,213 1,095,385 15,697 967,135 24,350 1,475,622 2.07% 1.74% 55.13%
MONTAS 4,211 117,778 4,364 122,856 15,994 489,362 1.36% 0.58% 266.50% 99.9%
EMCAST 1,020 30,520 15,050 378,570 1.28% 0.45% 1375.49%
REOVAIR 1,635 81,750 8,232 411,600 0.70% 0.48% 403.49%
BRONCHOFAST 14,671 911,509 5,826 361,969 0.50% 0.43% 100.00%
ZECAST 5,831 182,533 3,286 99,972 4,701 143,859 0.40% 0.17% 43.06% -34.5%
MONCAS 7,274 350,695 2,067 92,506 0.18% 0.11% -71.58%
LUKRA 4,545 275,454 7,228 437,467 -100.00%
LEUKAST 220 11,787
BREMAX

Montek
IMS Analysis
IMS – MAT SEP 2022
ANTI-LEUK
MKT

Units Value SAR

1,400,000 90,000,000

80,000,000
1,200,000
70,000,000
1,000,000
60,000,000

800,000 50,000,000

600,000 40,000,000

30,000,000
400,000
20,000,000
200,000
10,000,000

0 0
2020 2021 2022 2020 2021 2022
Units 944,947 872,587 1,174,618 Vaule 75,373,219 SAR 63,735,323 SAR 84,931,084 SAR

2020 2021 2022 2020 2021 2022

Montek
 IMS Analysis
IMS – MAT SEP 2022 Montelukast
MAT Sep 2022 MS%

PPG Other
132.87% 10%
ANTIKAST
5%
PPG
AIRFAST
PPG 36% 51.01%
MONTEL AIRFAST
33.55% 13%
BRONCAST
SINGULAIR
MONTEL
ANTIKAST
Other

SINGULAIR
22%
90% MS

•AIRFAST (Tabuk) BRONCAST

•BRONCAST (AVALON)
14%
TOP 5
•SINGULAIR (MSD)
•MONTEL (SPIMACO)
PPG
Companies •ANTIKAST (PHARMA INT.) 39.16% PPG
-4.76%
Montek
 IMS Analysis Main Competitors
MAT Sep MAT Sep Units MAT Sep
Product Company Forms & Dose Price PPG 2022 CAGR
MS% 2022 2022 Value 2022
4mg (Granules) 95.15 SAR
4mg (Chewable) 100.10 SAR
AIRFAST Tabuk 36% 337K 30,390,173 51% 4.3%
5mg (Chewable) 100.10 SAR
10mg (Tablet) 100.10 SAR
4mg (Chewable) 29.75 SAR
BRONCAST AVALON 5mg (Chewable) 79.40 SAR 14% 194K 11,990,070 -4.76% 7.0%
10mg (Tablet) 71.45 SAR
4mg (Granules)
4mg (Chewable)
SINGULAIR MSD 111.20 SAR 23% 179K 19,193,023 39.16% 21.9%
5mg (Chewable)
10mg (Tablet)
4mg (Granules) 100.10 SAR
4mg (Chewable)
MONTEL SPIMACO 88.25 SAR 13% 142K 10,724,309 23.55% -7.0%
5mg (Chewable)
10mg (Tablet) 79.40 SAR
4mg (Chewable)
ANTIKAST PHARMA INT 5mg (Chewable) 40.05 SAR 5% 127K 4,231,651 132.87% -3.5%
10mg (Tablet)

Product Price Comment

Montek 4 53.58 SAR 6th Lowest price with 5 SKUs with same price and 8 SKUs lower price
Montek 5 53.58 SAR 7th Lowest price with 5 SKUs with same price and 8 SKUs lower price Montek
Montek 10 62.13 SAR 5th Lowest price with 7 SKUs with same price and 8 SKUs lower price
IMS Analysis
IMS – MAT SEP 2022 Montelukast

RX
Indications
Across Kingdom
Asthma 81%
MAT Sep MAT Sep MAT Sep
01 Rx Region 2020 2021 2022 MS% RX
02
Allergic Rhin. 5% Proj.RX Proj.RX Proj.RX
ANTILEUK ANTI-
739,815 759,865 959,191 100%
ASTHMATICS
Acute Bronchitis 3%
03 ASTHMA
VASOMTR/ALLERG
510,873 568,365 778,604 81%
33,036 56,758 52,236
RHIN 5%
Cough 2% ACUTE BRONCHITIS 42,645 14,724 25,439 3%
04 COUGH 8,692 13,429 19,973 2%

Montek
 IMS Analysis
IMS – MAT SEP 2022 Montelukast

RX
Specialty
Pulmo
32%
GP
27%
Pedia
19% Across Kingdom
MAT Sep 2020 MAT Sep 2021 MAT Sep 2022
Rx Region CAGR RX
Proj.RX Proj.RX Proj.RX
ANTILEUK ANTI-ASTHMATICS 739,815 759,865 959,191 100%
PULMOLOGY 193,071 214,534 308,371 32%
GENERAL PRACTITIONER 157,899 191,193 256,242 27%
PEDIATRICIANS 188,789 136,386 178,903 19%
INTERNISTS 129,667 144,502 141,210 15%
OTORHINOLARYNGOLOGISTS 39,995 63,679 55,869 6%
DERMATOLOGY 8,933 3,603 8,721 1%
CARDIOLOGY 839 442 2,731 0%
ENDOCRINOLOGY 3,333 1,452 2,722 0%
GASTROENTEROLOGY 2,934 2,859 2,449 0%
GYNECOLOGISTS 12,596 832 1,404 0%
OPHTHALMOLOGY 570 0%
RHEUMATOLOGY 93 0%
SURGERY 1,349 0%
UROLOGY 411 289 0%
Montek
 IMS Analysis
IMS – MAT SEP 2022 Montelukast

CENTRAL
RX
Region Potentiality
29%
EASTERN
17%
MAT Sep MAT Sep MAT Sep
Rx
2020 2021 2022 MS% RX
Region
Proj.RX Proj.RX Proj.RX
ANTILEUK
ANTI- 739,815 759,865 959,191 100%
ASTHMATICS
WESTERN 411,201 389,954 514,417 54%

CENTRAL 193,028 222,114 277,954 29%

EASTERN 135,586 147,797 166,820 17%

Potentiality Wise:
WESTERN X2 Central
WESTERN
WESTERN X4 Eastern
54%
Montek
 IMS Analysis
IMS – MAT SEP 2022 Montelukast
CENTRAL
29%
EASTERN
17%
Region Main Competitors
RX
MAT Sep MAT Sep MAT Sep
Rx Region 2020 2021 2022 MS% RX
Proj.RX Proj.RX Proj.RX
ANTILEUK ANTI-
739,815 759,865 959,191 100%
ASTHMATICS
WESTERN 411,201 389,954 514,417 54%
WESTERN CENTRAL 193,028 222,114 277,954 29%
54%
EASTERN 135,586 147,797 166,820 17%

Rx MAT Sep MAT Sep MAT Sep Rx MAT Sep MAT Sep MAT Sep Rx MAT Sep MAT Sep MAT Sep
Region Product 2020 2021 2022 MS% RX Region Product 2020 2021 2022 MS% RX Region Product 2020 2021 2022 MS% RX
Proj.RX Proj.RX Proj.RX Proj.RX Proj.RX Proj.RX Proj.RX Proj.RX Proj.RX
30% AIRFAST 53,148 61,997 97,421 35%
WESTERN

AIRFAST 94,235 73,923 154,274 SINGULAIR 61,651 47,484 74,705 44.78%

Central

Eastern
BRONCAST 84,763 119,764 111,441 21.66% SINGULAIR 62,906 45,425 61,866 22.26% AIRFAST 43,808 35,813 34,147 20.47%
MONTEL 92,223 67,524 87,080 16.9% MONTEL 22,724 38,115 50,581 18.20% MONTEL 13,796 24,383 19,866 11.91%

Montek
 IMS Analysis
IMS – MAT SEP 2022 Montelukast

RX
Dose
MAT Sep MAT Sep MAT Sep
Rx Region 2020 2021 2022 MS% RX
A
Adult
Dose /
Proj.RX Proj.RX Proj.RX
ANTILEUK ANTI-
730K Rx 739,815 759,865 959,191 100%
ASTHMATICS
Pedia Dose / 10MG 536,466 587,969 730,056 76%
229K Rx
P 4MG

5MG
107,760

95,589
93,253

78,643
105,414

123,721
11%

13%

Focus on Adult Dose 76% MS

Montek
 IMS Analysis
IMS Summary
• Big MKT Size (1.2M units, 85M SAR)
• MKT lead by generic competitors (Tabuk, Avalon, SPIMACO)
• AIRFAST (Tabuk) is the marketing leader ( 337K units with 36% MS) double
Brand sales
• Mainly Indication of Montelukast in Asthma (81%)
• MKT Driven by Adult dose (10mg contribution 76%)
• Rx count of Western is 2X Central & 4X Eastern (Focus 60% activists on
western)
• AIRFAST (Tabuk) Leader of 2 Regions Rx (Western & Central) by 30% & 35%
respectively.
• Main Prescriber Specialties are Pulmo. 32%, GP’s 27% and Peida. 19%.

Montek
OBJECTIVES
STRATEGY
TACTICS
OBJECTIVES, STRATEGY & TACTICS

SWOT Analysis

Strength Weakness
❖
❖
❖
Varity SKUs
Well Known Company
Best Quality vs local companies
S W ❖
❖
❖
FF Turnover, vacancies & frequent team shifting.
Accessibility pace in potential accounts
Late entry to MKT
❖ Synergistic effect with Deslin for AR
treatment

Opportunity O T ❖
Threat
Appearance of 14 generic products with various SKUs
❖ Big MKT size (Anti-Luk MKT MAT Sep 2022 Value 84M) ❖ Expected tough competition (tough commercial deals)
❖ Growing MKT value by 33% (22vs21)
❖ Competitors with more affordable prices
❖ Tested class
❖ Wide range indications
❖ MKT driven by adult dosage

Montek
OBJECTIVES, STRATEGY & TACTICS

Marketing
Objectives Product
2023 Forecast
U V

2% MS
Montek 4 5,000 SAR 267,900
Montek 5 5,000 SAR 267,900
Montek 10 20,000 SAR 1,242,600
Total 30,000 SAR 1,778,400

Achieving 2% MS
Without FOC

from Anti-Luk MKT

in 2023 1.7 M
Sales Objectives
Montek
OBJECTIVES, STRATEGY & TACTICS

PENETRATION
01
Accessibility to
potential
Accounts

02
03 Switching
Big Chains
Packages

04
Montek
Resonance
With Deslin

Montek
OBJECTIVES, STRATEGY & TACTICS
AVALIABLITY &
COMMERCIALS
❑ Following up with commercial team on 2023 deals
“Especially major accounts”
❑ Providing competitive commercial agreements
with potential accounts & chains
❑ Working closely with chains & major accounts
category managers to have clear deals for 2023.
HCPs BRANDING
✓ Detailing proper key messages for the right target
customers with accurate product positioning. ✓ Quality promo tools and venue brandings to be used in
all activities. “Fabric tension”
✓ Updating key messages as per new potential
competitors & target audience. ✓ Quality brand reminders and giveaways. “2 waves/yr.”
✓ Offering SLMs for the advocate eminent KOLs ✓ Drafting clear sampling policy “1020/Yr.”.
✓ Stick to monthly regular activities “RLM 36/YR, SLM ✓ Providing HCPs sponsorships as per ROI “CME, Partial
6/Yr.” reg., accommodations or Internal tickets”
✓ Special focus on departmental meetings where we
can contact high number of customers “DPM 6/Yr.”
✓ Close follow up for the quality of activities
“Attendees, Product knowledge and execution”
Montek
STP & PROFILING
STP & PROFILING
TARGETING

❖ “Effective Add on therapy for Mild to ✓ Efficacy “Add On Management for

Moderate Asthma Management” Asthma”
❖ 1st option in Exercise induced Asthma ✓ Safety
PULMOLOGY

✓ Repeated Asthma Cases

❖ Asthma Repeated cases
✓ Option in Exercise induced Asthma
❖ Synergistic effect with
v Deslin with SABA
“Improvements in AR symptoms ”
GPs ✓ Efficacy “SAR” Synergistic effect

❖ “Asthma” Significant improvement Asthma ✓ Efficacy “Asthma symptom Score”

symptoms Score C-ACT(Cough). ✓ Safety
❖ 1st option in Exercise induced Asthma ✓ Easy to use
❖ Synergistic effect with Deslin ✓ Option in Exercise induced Asthma
Pediatrics “Improvements in AR symptoms ” with SABA
✓ Efficacy “SAR” Synergistic effect

Montek
STP & PROFILING
PROFILING

➢ Promote Efficacy & Safety

➢ Which Patient?

01 Asthma
PULMOLOGY
➢ Chronic cases (Add on Mild to Moderate Asthma)
➢ Asthma Exacerbation (Add on)

ꙮ Efficacy:
✓ Efficacy and safety of montelukast in adults with asthma and allergic rhinitis. Respiratory Medicine, 100(11), pp.1952-1959. (Virchow, J. and Bachert, C. (2006).
✓ Add-on montelukast in inadequately controlled asthma patients in a 6-month open-label study: The MONtelukastIn Chronic Asthma (MONICA) study.
Respiratory Medicine. , 104(5), pp.644-651. (Virchow, J., Mehta, A., Ljungblad, L. and Mitfessel, H., (2010).
ꙮ Safety:
✓ Role of Montelukast in Asthma and Allergic rhinitis patients. Pakistan Journal of Medical Sciences, 36(7), pp.1517-1522.(Zuberi, F., Haroon, M., Haseeb, A. and Khuhawar, S.
(2020).

Montek
STP & PROFILING
PROFILING
➢ Promote Efficacy & Safety
➢ Which Patient?

01 Asthma

➢ Chronic cases (Add on Mild to Moderate Asthma)

✓
✓
ꙮ Efficacy:
Efficacy and safety of montelukast in adults with asthma and allergic rhinitis. Respiratory Medicine, 100(11), pp.1952-1959 ( (Virchow, J. and Bachert, C. (2006).
.

Add-on montelukast in inadequately controlled asthma patients in a 6-month open-label study: The MONtelukastIn Chronic Asthma (MONICA) study. Respiratory
Medicine, 104(5), pp.644-651. (Virchow, J., Mehta, A., Ljungblad, L. and Mitfessel, H., (2010).
GPs
ꙮ Safety:
✓ Role of Montelukast in Asthma and Allergic rhinitis patients. Pakistan Journal of Medical Sciences, 36(7), pp.1517-1522. (Zuberi, F., Haroon, M., Haseeb, A. and Khuhawar, S. (2020).

02 Allergic Rhin.

➢ Allergic Rhinitis (Add On) & Seasonally Allergic Rhinitis (Synergistic effect with Deslin)
ꙮ Efficacy:
✓ Efficacy and safety of montelukast in adults with asthma and allergic rhinitis. Respiratory Medicine, 100(11), pp.1952-1959. (Virchow, J. and Bachert, C. (2006).
✓ Oral Antihistamines Alone vs in Combination with Leukotriene Receptor Antagonists for Allergic Rhinitis: A Meta-analysis. (Guo Liu 1 , Xu Zhou 2 , Jianrong Chen 3 , Feng Liu 1 Epub 2018).
ꙮ Safety:
✓ Role of Montelukast in Asthma and Allergic rhinitis patients. Pakistan Journal of Medical Sciences, 36(7), pp.1517-1522. (Zuberi, F., Haroon, M., Haseeb, A. and Khuhawar, S. (2020).

Montek
STP & PROFILING
PROFILING
➢ Promote Efficacy & Safety
➢ Which Patient?

01 Asthma

➢ Chronic cases (Add on Mild to Moderate Asthma) Pediatrics

✓
ꙮ Efficacy & Safety
Montelukast, a Leukotriene Receptor Antagonist, for the Treatment of Persistent Asthma in Children Aged 2 to 5 Years. PEDIATRICS, 108(3), e48–e48.
(Knorr, B., Franchi, L. M., Bisgaard, H., Vermeulen, J. H., LeSouef, P., Santanello, N., Bratton, D. L. (2001).
Pediatrics

02 Allergic Rhin.

➢ Allergic Rhinitis (Add On) & Seasonally Allergic Rhinitis (Synergistic effect with Deslin 12 Years Old & Above)
ꙮ Efficacy & Safety
✓ Oral Antihistamines Alone vs in Combination with Leukotriene Receptor Antagonists for Allergic Rhinitis: A Meta-analysis. (Guo Liu 1 , Xu Zhou 2 , Jianrong Chen 3 , Feng Liu 1 Epub 2018).

Montek
KEY
MESSAGES
 KEY MESSAGES
Asthma
After 6 months of open-label treatment with Montek
Effective ADD-ON
Completely
Controlled Increased from 1.2% to 11.4%
82% Asthma patients treated with Montek have an overall
improvement in asthma symptoms Well Increased from 13.9% to 47.5%
Controlled
86.5% Asthma patients Improvement in Day-time
symptoms Poor
Decreased from 25% to 21.7%
Controlled

88.5% Asthma patients Improvement in Night-time

symptoms Uncontrolled Decreased from 57.5% to 17.6%

Exercise
Induced Prophylaxis before Exercise to eliminate incidence of attack
Asthma

Easy to Use Easy to use vs. inhaled medication for Elderly & Pediatric Patients

Montek
KEY MESSAGES
Allergic Rhinitis

Improvement in allergic rhinitis symptoms by 86.5% of patients who added Montek to

asthma medications.
86.5%

Patients with allergic rhinitis (AR) treated with Montek had a sufficient
70% improvement in AR symptoms.

Patients with asthma and rhinitis reported a greater improvement in asthma

symptoms and pulmonary function with budesonide plus Montek vs budesonide
Add-On alone

Synergistic Combination of Montek (LTRAs) and Deslin (H1) increases Efficacy for Day-time and
Effect Composite nasal symptoms, including rhinorrhea, sneezing, and itching

Montek
KEY MESSAGES

3
1 1 2
BRONCAST
AIRFAST AIRFAST SINGULAIR
✓ Switching ✓ Switching
2 ✓ Quality Issue ✓ Best Generic
(Pedovex) ✓ Fully Insured
SINGULAIR (Daman)

3
BRONCAST
✓ Varity of SKUs
✓ Switching

Montek
MARKETING
EXPEDNITURES
 MARKETING EXPEDNITURES 2% MS 1.7 M
2023 Q1 2023 Q2 2023 Q3 2023 Q4
MARKETING EXPEDNITURES JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 18% FB
Detailing Aid Item Budget
Main Detaining Aid Done
Drop Card (Asthma & 3,600
Allergic Rhinitis ) Drop
3,600
Card
Book Note 15,000
Roll Up 600 600
Meetings Book
15,000
Note
SLM 1 / Quarter / Region 1 / Quarter / Region 1 / Quarter / Region 1 / Quarter / Region
Departmental 1 / Month 1 / Month / 1 / Month / 1 / Month / 1 / Month / 1 / Month / 1 / Month / 1 / Month / 1 / Month / 1 / Month / 1 / Month /
Region
1 / Month /
Region
/ Region Region Region Region Region Region Region Region Region Region
Roll Up 1,200
Chain Pharmacist Activities
SLM 84,000

Preferred List Depart. 90,000

Contest Upon Request Local

50,000
Conf.
Samples
Give
Medical Subscription / book 40,000
Aways
Local Conferences 50,000 Allergy
Training / Refreshment Day 20,000
Sponsor.
Giveaways & Brand Reminders 20,000 20,000
Total 321,200
Allergy Day Sponsorship 20,000

Detail Aid Meetings Chain Pharmacy Activities Local Conferences Give Aways Allergy Day Sponsorship
Montek