Neo Fansidar

Business Plan 2012

 CONTENTS

• The Product and its scope in Pakistan anti Malarial Market

• The Business Scope and Dynamics
• Market Analysis SWOT Analysis
• Pre Marketing Activities.
• Strategic Levers
• Action/Implementation Plan.
• Promotional and advertising Plan.
• Financials.
• Distribution Channels
• Pricing and discount strategies.
• Budget Distribution

3
1. Endemic Areas
2. Classification .
3. Treatment Option.
4. WHO Recommendation for the treatment of Malaria
 MALARIA INCIDENCES IN PAKISTAN
Balochistan
18% Sindh

42%

20%
62% 58%

P.Falciparum P.Vivax Mixed Infections P.Falciparum P.Vivax

Med; Chanel April-June2004:10(2):41-2 J.Pak Med Assoc Vol 59 No4,April 2009

Punjab KPH
25%
25%

75%
75%

P.Falciparum P.Vivax
P.Falciparum P.Vivax

Ref: National Malaria control program

Ref: National Malaria control program
Pak.
Pak.
 CLASSIFICATION

• Four species
1.Plasmodium falciparum responsible for all severe disease.
2.Plasmodium vivax is about as common as plasmodium
falciparum.
3.Plasmodium ovale Less common
4.Plasmodium malariae
Plasmodium knowlesi..a parasite in monkeys causing illness.
 TREATMENT OF UNCOMPLICATED
P. FALCIPARUM MALARIA
• Chlroquine
• Amodiaquine
• Arthemether & Lumefentrine
• Dihydroartemisinin plus piperaquine
(DHA+PPQ) is an option for the first-line
treatment of uncomplicated P. falciparum
malaria worldwide
RECOMMENDATIONS FOR THE TREATMENT OF
UNCOMPLICATED MALARIA
 UNCOMPLICATED FALCIPARUM MALARIA

• The WHO recommends five artemisinin-based

combinations to treat falciparum.
REGIMEN
Artemether-lumefantrine
Artesunate-amodiaquine(ASAQ)
Artesunate-mefloquine
Artesunate-sulfadoxine-pyrimethamine
Dihydroartemisinin-piperaquine
NOTES
Co formulated, first-line therapy in many
countries. approved in usa
Co formulated,1st line therapy in African
countries
1stline therapy in parts of southeast Asia
and south America
1stline in some countries
Newer co formulated combination 1st
line treatment option for both
P.falciparum and P.Vivax malaria with
strong evidences.
 PRODUCT INFORMATION
Generic Name DHA/PPQ

BRAND Name Neo-Fansidar

Therapeutic Class Ant malarial

Strength Capules:40/320
Sachets:15/120

Pack size Capsules :8’s

Sachets: 16’s

Price T.P Cap.274.55

Sachet: 323
 THE BUSINESS SCOPE
Products manufactured and consumed locally , the target and core market for this
product is rural areas of Pakistan specially Malaria endemic areas where the
prevalence of Malaria is very high.
The needs being fulfilled are;
Target Customers’ Needs;

FOCUS CUSTOMER TYPE CUSTOMER NEEDS

INITIAL FOCUS GPs those who doing their practices Experience programs, educational
in Malaria endemic areas. workshops, recognition and
regular visits. MGMs RTD’s
,LSP’s ,personal Services

SECONDARY FOCUS Physicians those who doing their
practices in Malaria endemic
areas. Specially rural areas.
Professional services, scientific
updates, speaker opportunities,
journals & senior’s visits,
Patients Welfares and , Regular
visits, Permanent reminders
 ENVIRONMENTAL ANALYSIS
Malaria Management - Issues in Pakistan:

Lack of awareness to treat Malaria produce due to poor sanitation and vector control in Pakistan.
Due to this factor resulting are sharp rise in malaria cases and according to the health report 2011
of Pakistan Medical association every year about 500,000 new case of Malaria are being reported
in the country.

Widespread ignorance & illiteracy makes health education & self-care difficult

People are susceptible to the influence of quacks, hakeems and homeopathic physicians.

Lack of resources at provider level:

Primary health care professionals without adequate training
Lack of health care professionals in rural and poor areas where they are needed most
No data availability to encounter malaria related complications cost effectively

Lack of resources at patient level:

Generally low standard of living makes achieving balanced diet, having healthy lifestyle
& taking appropriate treatment more difficult.
Mat Jan-2012
 PHARMA INDUSTRY LEADING THERAPEUTIC CLASSES

DERMATOLOGICALS
4% SYSTEMIC ANTI-INFECTIVES
VARIOUS 27%
6% BLOOD + B.FORMING ORGANS
CARDIOVASCULAR SYSTEM 4%
8%
RESPIRATORY SYSTEM
8%

ALIMENTARY T.& METABOLISM

24%

MUSCULO-SKELETAL SYSTEM
8%

NERVOUS SYSTEM
10%
 ANTIMALARIAL MARKET SPLIT
% Cont.
7.26 4.54 2.42
10.74

58.97
14.9

ARTEMETHER+LUMEFANTRINE
ARTEMETHER
PYRIMETHAMINE+SULFADOXINE
CHLOROQUINE
AMODIAQUINE
DIHYDROARTEMISININ+PIPERAQUINE
MOLECULE WISE ANTI MALARIAL MARKET ANALYSIS

Value % MOL %
Molecules PKR UNITS Share Growth
SELECTED TOTAL 2,413,104,568 21,657,640 100.00 35.78

ANTIMALARIALS MULTI ING 1,493,960,794 8,189,165 61.91 39.78

ARTEMETHER+LUMEFANTRINE 1,416,757,056 7,788,152 94.83 38.34
DIHYDROARTEMISININ+PIPERAQUINE 61,153,050 214,571 4.09 157.41
16,038,244 185,710 1.07 -23.48
ARTESUNATE+PYRIMETHAMINE+SULFADOXINE
ANTIMALARIALS SINGLE ING 919,143,774 13,468,475 38.09 29.74
ARTEMETHER 362,862,924 1,221,510 39.48 32.67
PYRIMETHAMINE+SULFADOXINE 266,930,798 7,617,797 29.04 39.57
CHLOROQUINE 171,815,995 3,852,775 18.69 16.69
AMODIAQUINE 107,155,661 654,357 11.66 19.16
ARTESUNATE 9,866,991 120,919 1.07 56.51
QUININE 486,610 998 0.05 266.74
 ANTI MALARIAL MARKET
S.No Brand Company Value(MAT unit % Growth
11/2011) cont.
Anti-Malarial Market 2.4 Bil 22 Mil 100 42.65

1 GEN-M Genix 461 Mil 2,502,829 18.9 43.6

2 ARCEVA Sami 169 Mil 926,360 6.9 78.62
3 ARTEM PLUS Hilton 140 Mil 702,870 5.77 58.63
4 FANSIDAR Martin Dow 139 Mil 2,019,272 5.72 21.93

5 METHER Helix 127 Mil 386,606 5.26 22.86

6 NIVAQUINE P Sanofi Aventis 121 Mil 3,512,985 5.02 24.85

7 BASOQUINE Pfizer 102 Mil 133,617 4.2 17.99

8 CO-METHER Helix 85 Mil 485,485 3.53 30.24
9 ARTEM Hilton 58 Mil 96,791 2.41 55.46
10 CO-MISOMAL Tabros 58 Mil 372,171 2.39 44.44
 DIHYDROARTEMISININ PLUS PIPERAQUIN MARKET ANALYSIS

S.No Brand Company Value PKR unit % Growth Launch

cont. date

Total DHA+PP Market 61 Mil 214,571 100 157%

1 DIPHOS Genix 35 Mil 130,409 60.25 164% Aug -10

2 DIPIP Hilton 14.9 Mil 50,273 20.8 999 March-11

3 ARTEQUINE Platinum 11 Mil 33,925 18.8 7.59 April -10

 DIHYDROARTEMISININ PLUS PIPERAQUIN MARKET ANALYSIS
S.No Brand Company Value PKR unit % Growth Launch
cont. date

1 DIPHOS Caps Genix 35 Mil 130,409 60.25 163% Aug -10

2-a DIPIP Cap Hilton 9.4 Mil 34,881 65% 999 March-11

2-b DIPIP Sachet Hilton 4.9 Mil 15,416 34 % 999 March-11

3-a ARTEQUINE Cap Platinum 8 Mil 24,914 74% 27% April -10

3-b ARTEQUINE Platinum 2.9 Mil 9011 26 % (24)% April -10

Sachet
 DIHYDROARTEMISININ PLUS PIPERAQUIN PRICE ANALYSIS
S.No Brand Company Pack Size T.P MRP

1 DIPHOS Caps Genix Tab: 8’s 274.55 323.00

2-a DIPIP Cap Hilton Caps :8’s 270.30 318.00

2-b DIPIP Sachet Hilton Sachet 16’s 323.00 380.00

3-a ARTEQUINE Cap Platinum Caps :8’s 323.00 380.00

3-b ARTEQUINE Platinum Sachet -16’s 323.00 380.00

Sachet

S.No Brand Company Pack Size T.P MRP

1 Neo-Fansidar MDP Cap: 8’s 274.55 323.00

2 Neo-Fansidar MDP Sachet : 16’s 323.00 380.00

THREE YEAR VISION
 2014
Rs.36.7 2012
2013
2013 Mn
Rs.22.2
Rs.932
Rs.29.1Mn
mil Mn
VISIONS
THREE YEARS VISION
 Neo Fansidar AS A BRAND
THREE VALUE SALES PROJECTIONS

26%

31%

Three years
Sales Projections Rs.Millions
 Neo Fansidar CAPSULES
THREE VALUE SALES PROJECTIONS

20%
25%

Three years
Sales Projections Rs.Millions
 Neo Fansidar Sachets
THREE VALUE SALES PROJECTIONS

35%

40%

Three years
Sales Projections Rs.Millions
 BUDGET 2012-13

26500; 35%

50000; 65%

Neo Fansidar Caps Neo FansidarSchet

MONTHLY SALES PROJECTIONS
 LAUNCHING BUDGET DISTRIBUTION

Neo-Fansidar Capsules launching Neo-Fansidar Sachet launching

Budget Bifurcation Budget Bifurcation

Units Units
1575 840
35% 2835 25% 1500
45% 45%

1890 1000
30% 30 %

South Zone Centrl Zone South Central North

North Zone
S W O T
 SWOT ANALYSIS
S Strengths
•The most advance molecule in his
therapeutic segment.
•Ideal therapy for the treatment of malaria.
•Greater advantages over the other
conventional anti malarial .
•Will promote trained and skill team.
•Mature Sales Management.
•Clear positioning and Segmentation among
other anti-malarial drugs
•Strong team presence in GP segment.
•.
Opportunities
O T
•The name of the product give great
advantage due to Fansidar already
promoting the same FF.
•Early launching advantage only three
players are promoting same molecule.
•Better product margins will be available.
•Sufficient product promotional budgets
to counter the competitors.
•Most advance molecule .
W
Weaknesses
•Late launch in south zone which contributing
45 to 50 % of anti malarial market.
•Non deployment of FF in rural areas.
•Majority MSR’s are newly inducted in Dalta
force.
• Geographical gaps, will minimize them in
future
•Skilled product management require to handle
this brand.
•Capsule forms while innovator promoting in
tablets forms because the dose schedule is by
weight.
Threats
•Highly obligation and sponsorship
market.
• new entrants will be expected in near
future
•Highly discounted market.
• already have two anti malarial products
in company portfolio.
 POSITIONING

POSITIONING:

Neo- Fansidar(Dihyderoartemisin and Piperaquine Phospahte) will be positioned as

recently W.H.O. strongly recommended as a preferred choice and most advance
anti malarial treatment for both P.falciparum and P.Vivax malaria as FSD.
• Neo- Fansidar(Dihyderoartemisin and Piperaquine Phospahte) is better and good
alternative to other ACT’s as first line treatment of uncomplicated malaria, to
maximize the benefits of artemisinin – based combination therapy.
 POSITIONING
POSITIONING VS Arthemether Lumofantrine
Neo-Fansidar(DHA-PIP) will be positioned in the mind of Arthemether
lumofantrine (AL) prescribers as it is more superior than (A.L) due to
reducing the risk of recurrent parasitemia and gametocytemia, and
provide rapid hemoglobin recovery.”
Ref:PLOS Clinical trial May,2007
 POSITIONING
POSITIONING VS Chloroquine
Neo-Fansidar(DHA-PIP) against Chloroqine in P.Vivax malaria that DHA-PIP
has 100 % cure rate with three times less recurrence compared to
chloroquine and resolution of fever and parasite clearance is superior
with P.Vivax malaria.
Ref: Malaria journal 2010
MARKETING OBJECTIVES
For the year 20112:
•To achieve the sales of Rs: 22.2 mil, prescriptions given by GPs and Physicians by the end of
2012.

•On average basis each MSR will promote Neo Fansiadr to 50 doctors as F-1.
•The total doctor universe for Neo-Fansidar will be 2800 with 2-3 call frequency in a month.

•For the achievement of 50,000 units need 50,000 patients suffering from malaria during
the year of 2012, for this need 18 patients from each doctor during the year

• To grow Neo-Fansidar faster than the anti- malarial market including the ACT, chloroquine
& Sulfadoxine - Pyrimethamine.

•To arrange the RTD’s and MGM meeting as well as LSP programs in endemic areas of
Pakistan to hand in hand with WHO and malaria control representatives.

•To educate the GP’s through LSP’s that how to treat the Malaria with advance options like
ACT and benefits of FDC therapy.

•To switch patients from Artum , Arceva and Diphos on Neo- Fansidar by aggressive
promotion and highlighting the benefits of these new options.
STRATEGIC ACTIONS;

Neo.Fansiadr will be detailing on F-1 position to about to 2800 doctors during the year of 2012 for
the achievement of Rs:22.2 mil sales.

Neo.Fansidar is a seasonal brand ,the peak season in Pakistan are given below;
 South: March – mid May and Aug to Oct (around 6 months in Year).
 Central : March – early May (MTN – FSD Zone) and Aug to Oct full zone.
 North : Aug to Oct except DIK and Bannu in this area season will start from March – Mid May.

The promotional support break up will be given below.

 South Zone : 40 to 45 % from national Promotional budget (urban 25 % and rural 75%).
 Central Zone : 30 to 35 % from national Promotional budget (urban 25 % and rural 75%).
 North Zone : 25 to 30 % from national Promotional budget (urban 25 % and rural 75%).

Promotional support disbursement

April - May June - July Aug - Sep Oct- Dec Total

30% 15% 40 15% 100 %

Strategic Actions;

Promote Neo-Fansiadar(DHA-PIP) to GPs and Physicians as a first choice for the

treatment of both P.Falciparum and P.Vivax malaria .

Establish the Neo-Fansiadar (DHA-PIP) as it is more effective and advance option for the
treatment of malaria based on doctors’ experience.
The maximum promotional support will be deploying in malaria endemic areas like in
 south interior sindh, and RYK, and Karachi endemic areas.
 in central Multan peripheries like DG Khan, Jam pur, Bahwal naghar, BWP
peripheries Multan peripheries.
 FSD(Jung ,Surgodah, Mian wali and FSD peripheral areas)
 LHR and its related endemic areas.
 North including DIK,,Bannu, Mardan , JLM,Mirpur, Kotli, Haripur, RWP city endemic
areas and Peshawar city peripheral areas.

 Introduce switching campaigns to hit Dipip of Hilton and Diaphos of Genix.

 MARKETING LINKAGE

STRATEGY STRATEGY ACTION MEASURE KPI’S

 MARKETING LINKAGE

Key Issues Strategy Actions Measurement (KPIs)

GPs SEGMENT: Detail Neo-Fansidar as a  Effectively position as “W.H.O  Measure usage through
DHA-PIP is perceived as a first line treatment of recommendations for Neo Fansidar sales.
2nd choice anti Malarial malaria vs other ACT and P.Falciparum and P.ViVax  Increase usage by GPs
to ArtemDs and Arceva. take the name advantage malaria” at GP level.  Sales growth and budget
 Samples for Starter & Switchers achievements
(SSS)
GPs SEGMENT: To introduce switching  Doctors Demand Development  Number of doctors
Need to switch campaigns to hit Artem Project targeted
patients from Artem DS plus and Arceva/  RTD’s/MGM.  Budget achievement.
DS plus and Dipos. Dipos  LSP  Switch patients from
 Obligations ACTs
PHYSICIAN Establish Neo Fansidar  Brick walling  Number of
SEGMENT: as 1st choice anti  Increase interaction with Kols RTDs/MGM/LSP
Companies with most malarial based on their through RTD/evaluation -  Sales growth
advance and safe experience in ACTs. KEEP  Increase usage
therapy are well - Target  Conduct evaluation/LSP
entrenched and tag Conventional/ACT,s programs countrywide
with Esomax and therapy
Safepram.
Promotional Strategies
Neo-Fansidar is targeted at
Primary Customer: Doctors (GP’s)
SALES FORCE:
a) Size, Targeting, Coverage & Frequency
b) Sales Representative Training - Disease/Product Knowledge, Performance Frontier
c) Materials,Product Sales Aids/Reminders, STOC (Scientific studies to Open the Call)/
Gadgets.
d) Samples, SSS Campaign (Samples for Starters & Switchers)
PUBLIC RELATIONS & PUBLICITY:
a) Advancement in malaria treatments: Targeted Awareness Programs by FF
b) Product Advertisement in leading medical news papers and conference supplements
c) Neo- Fansidar prescribers pool (KOL,) that around 580 doctors pan Pakistan who will
contributing 80 %share in Neo-Fansidar Budget by the end of year 2012 .
MARKETING PROGRAMMES:
a) RTD’s/MGM/LSP.
b) Doctors Demand Development Campaign
c) Patient welfare and hand in hand with Pakistan Malaria prevention program.
PUBLICATION & ADVERTISING:
a) Publication of findings gathered through evaluation programs
b) Advertisements in local medical journals/conference souvenirs.
 TARGET AUDIENCE

TARGET AUDIENCE
GP’s
Physicians
 PROMOTIONAL
ACTIVITIES
• Folders:
with the theme of “Make clean Pakistan from Malaria with Neo….” a very attractive
folder will using the field force for the detailing of Neo-Fansidar.
• Posters:
have designed a very attractive and campaign related “Make clean Pakistan from
Malaria with Neo….” posters for public awareness mention that how to prevent from
malaria.
• Chemist Letters:
Before launching designed a chemist letter for chemist awareness which will be paste
on each chemist before launch at the time of availability of product and this will be
doing M&P bookers.
• Give ways:
on launching will planned to distribute the mosquito repellent racket as product
permanent reminder 10 each MSR for there future KOL’s.
• Public awareness campaign:
for the awareness for general public that how to prevent from malaria will designed
leaflets having complete information with strong Neo-Fansidar branding and placed in
the dispensers which will be placed in doctors chambers
 PROMOTIONAL
ACTIVITIES
• RTD/MGM:
on pan Pakistan basis will be planed 80 RTD during the year of 2012 with the
potential prescribers of anti Malarial and sharing there experiences during this
programs .
• Academic activities:
Local speaker programs will plan in the most endemic areas of Pakistan the Topic
will be “The recent advancement in the treatment of Malaria under the
recommendation/ Guide lines of WHO”.
• Social Activities:
will plan social get to gather with KOL’s families during the summer season at
different venues in Pakistan. At least one event will be planned in each zone.
• Personal services for Patients:
Those customers who will demand personal services which will related to patients
benefits will obliging them.
 DOCTORS UNIVERSE AND PROMOTIONAL
RESOURCES ALLOCATIONS

PROMOTIONAL ALLOCATION DOCTORS UNIVERSE 2810

25%
640
1080
45%

1090
30%

South Zone Central Zone North Zone South Zone Central Zone
North Zone
 DOCTORS UNIVERSE AND PROMOTIONAL
RESOURCES ALLOCATIONS
KOL’S DOCTORS UNIVERSE
TOTAL DOCTORS UNIVERSE 2810
TOTAL KOL’S 580

640 130
1080 230

1090
220

South Zone Central Zone South Zone Central Zone North Zone
North Zone
SAMPLE ALLOCATIONS
25%

45%

30%

South Zone Central Zone North Zone

CORE CAMPAIGN OF NEO-FANSIDAR
 PROMOTIONAL
CAMPAIGN
Pre Marketing Advertisement in Disease Digest
during the Symposia being held from
1st to 5th April in Karachi
CHEMIST LETTER
POSTER
FINANCIAL WORKING
Promotional Budget
1st year 2nd year 3rd year
Details Rs. (000's) Rs. (000) Rs. (000)
Launch Budget 800    
Social activities 800 800 800
MGMs 650 - -
Neo Fansidar Campaign 100 - 400
giveaway 700 1,000 1,000
Folders 500 700 700
Academic services 200 - -
Incentives 1,500 1,500 1,500
Service material 300 400 400
Doctor services 600 800 800
       
Total 6,150 5,200 5,600
Samples Total 1,608 1,448 1,448
G. Total (samp+promo) 7,758 6,648 7,048
Ex.fact.Sales 20,058,300 26,228,408 33,067,125

% Sales v/s Expense 37 25 21

 LAUNCHING ACTIVITIES BUDGET
Activities Budgeted Amount Period
Product Training South (KHI) 250,000/= 6 - 7 April,2012
Product Training Central/North Zone (RWP) 350,000/= 9- 10 April,2012
Launching Gift for field force @ Rs:1000-1200/ 110,000/- 6 – 10 April,2012
Product Launching gift for Doctors (Mosquito racket) @ Rs:270,0000/ April – June 2012
4.15
Musical Program + Diner South Zone 150,000/= 6th April,2012 Night
Movie show + Diner Rs: 65,000/= 9th April Night
Miscellaneous Expenses (Balloons Banners) & Others Rs:50,000/= 1st April 2012

Total Tentative Launching Expenses Rs:12,45,000/=

DELTA FORCE INCENTIVE POLICY
2ND QTR,2012 (APRIL-JUNE)
INCENTIVE POLICY

PER
PERPACK
PACKINCENTIVE
INCENTIVE
POLICY
POLICY
 INCENTIVE POLICY

Neo-Fansidar Incentive Policy

Incentive Starting Slab Cap(Units) 50-55 200-250 450 - 500
Incentive Starting Slab
25-30 50-60 100-120
Sachet
Total Incentive % of
Per Pack MSR FM SM Total Units
Incentive Value Contribution
Neo Fansidar
14 5 3 22 50000 1100000 73.5
Capsule
Neo Fansidar
10 3 2 15 26500 397500 26.54
Sachet

700000 250000 150000 1100000

Total Incentive Cap
  1497500 100.00

265000 79500 53000 397500

Total Incentive Sachet
DISTRIBUTION STRATEGY
 THE DISTRIBUTION STRATEGY

• The distribution of stocks will be through M&P by the coordination with

commercial department.
• The stocks receiving date for Neo-Fansidar Cap is 5th April,2012 while Sachet 15th
May,2012.
• The availability of product from M&P regional level to Chemist level will be
expected 17th of April in main cities of Pakistan.
• As an initial phase we will be covering around 2500 to 2800 pharmacies on
national basis.
• The chemist lists are almost has been finalized and will soon hand over to Mr.Zakir.
• The availability quantity of Neo-Fansidar capsules will be around 5500 to 6000 on
national basis.
• The bifurcation of above mentioned quantities and pharmacies are given below
 THE DISTRIBUTION STRATEGY
3000

2500

2000

1500

1000

500

0
South Zone Central Zone North Zone
 SUCCESSFUL SALE SECRETS
1. Right doctor selection.
2. Right indication.
3. Right presentation.
4. Right use of
promotional material.
5. Regular visit.
6. Prescription check.

62
 EXPENSES PLAN
Priority Activities Period Number Unit Cost (PKR) Total Cost (PKR)

1 1) Promotional Materials QTR-1 to QTR-4 12500 91.41 1,142,600

+ Detail Aids 20400 18.80 383,600
+ Sales Aids 6120 92.68 567,200
+ Reprints (Scientific Teasers to Open Calls) 30600 5.27 161,200
+ Obstacles handling Cards 3400 9.00 30,600

2 2) Symposia & Campaigns QTR-1 to QTR-3 4 925000 3,700,000

+ Mission Mepresor 1 2000000 2,000,000
+ Hypertension Club 500,000
+ Participation in local conferences 4 25000 100,000
+ Hypertension Management Program 200,000
+ Hypertension Education-Credit Card Companies 3 300,000
+ Doctors Demand Development Campaign 2 600,000
3 3) Field Activities - Field Force Effectiveness QTR-1 to QTR-4 110 9455 1,040,000
+ SLPs (Slide Lecure Programs) 54 9852 532,000
+ RTDs (Round Table Discussions) 204 2490 508,000

4 4) Samples QTR-1 to QTR-4 72984 8.22 599,928

Total Cost 6,482,528

4.26 %