Marketing Strategies for

Different Therapeutic Segment

of Drugs

Submitted by - HARSH PRATAP SINGH

Submitted to - Dr. ABHISHEK DADHICH
Course - MBA (Pharmaceutical Management)
Subject – INTRODUCTION TO MEDICAL PHARMACOLOGY
 ORAL ANTI-DIABETIC DRUGS

1) In this presentation we are going to discuss about

Marketing strategies for Januvia and Galvus Met both of
which are oral Anti-Diabetic Drugs.

2) Januvia (Sitagliptin) was first Dipeptidyl peptidase-4

inhibitor (DPP-IV inhibitor) to enter the market and was
introduced in 2006 in the US by Merck & Co.

3) Galvus Met (Vildagliptin and Metformin) was launched by

Novartis in 2008.
 JANUVIA (SITAGLIPTIN)
➢ First approved by FDA in 2006, the product‘s sales grew by
a spectacular 45.3 percent in 2011 to $3.66 billion

➢ JANUVIA (sitagliptin phosphate) was launched in India in

April 2008 available in 3 different strength 25mg, 100mg &
50mg. Price to retailer being Rs. 227.8 per pack containing
7 tablets in each pack.

➢ JANUVIA (sitagliptin phosphate) is growing at CAGR of

approx. 19% contributing to 42.19% share to MSD diabetes
segment & 2.3% to overall OAD market. The brand ranks 5th
in OAD segment & ranks 68th in overall pharma market
HISTORY OF JANUVIA
 MECHANISM OF ACTION

JANUVIA is a type of prescription diabetes medicine called a

DPP-4 inhibitor that enhances the body's own ability to control
blood sugar levels.
JANUVIA helps your body to:
1. Increase insulin production when blood sugar is high,
especially after you eat. This is when the body needs the
most help in lowering blood sugar.

2. Reduce the amount of sugar made by your liver,

especially after you eat, when your body doesn't need it.
 OPPORTUNITIES FOR JANUVIA
Many external factors combined to create the opportunity for JANUVIA
success:
1) The growing global obesity epidemic, has contributed to exponential
growth of the overall market for type 2 diabetes products.

2) Many physicians were looking for newer, safer approaches to treating

type 2 diabetes, and the favorable safety profile of Januvia, combined
with its efficacy story, led a lot of physicians to turn to this new class.

3) Januvia‘s positive safety profile has taken centre stage after negative
warnings associated with thiazolidinedione drugs use began to surface.

4) Januvia‘s potential as an add-on to the popular drug metformin was

another break for the product, says Riad El-Dada, senior VP and
commercial group leader, diabetes franchise, Merck
MARKETING STRATEGIES ADOPTED BY
MERCK TO LAUNCH JANUVIA IN INDIA
 PRE-LAUNCH STAGE
 AFFORDABILITY
MSD undertook rigorous market research, quantitative & qualitative, involving 350
Physicians and 200 patients which helped them arrive at differential pricing. In
case of JANUVIA per unit cost (cost per tablet) in US is $8.84 & India is Rs. 16.76.

 DEVISED AN INTEGRATED DISEASE MANAGEMENT PROGRAM (IDMP)

● Brand team devised an IDMP involving physician & patients. This program helps
to implement and expand the Disease management program under the brand
name-SPARSH.
● MSD‘s SPARSH Program was launched to Complement Prescriber Focused
Efforts. MSD tied up with Thyrocare, a company that provides specialised tests
for comprehensive health evaluation.

 EXTENSIVE COMMUNICATION IN MEDICAL JOURNALS

 POSITIONING THE PRODUCT WITH TARGETED DIABETOLOGISTS IN SPECIFIC

GEOGRAPHICAL AREA
 POST LAUNCH STAGE
1) PUTTING PATIENTS FIRST: SPARSH HEALTHLINE (PATIENT SUPPORT
SERVICES)
● Counseling over telephone by trained personnel, based on needs
assessed by physician, patients, counselor
● Awareness about the disease and its management
● Practical situations, complications; diet counseling with customized
diet charts and personalized follow ups
● Exercise counseling with suggested lifestyle changes, do's and don'ts
1) JOINT VENTURE WITH INDIA’S SUN PHARMA
● Sun Pharma on April 11, 2011 announced a 50:50 strategic joint
venture partnership with Merck and Co Inc to develop, manufacture
and commercialise new innovative drugs in emerging markets.
● Sun Pharma sell the sitagliptin under brand name ISTAVEL launched
on June 2011 and sitagliptin plus metformin under brand name
ISTAMET launched on Aug 2011; different brand names in India as
part of an India-specific strategic partnership agreement with
Merck.

1) FREE SAMPLE TO ENCOURAGE TRIALS

2) LIFECYCLE MANAGEMENT STRATEGIES

● Successful launch of JANUMET (SITAGLIPTIN AND METFORMIN)
targeted at TIER-2 cities
 LAUNCH STAGE

1) Launched Januvia at a differential pricing

2) Launch at CME events :

● National level CME‘s with KOL‘s from other countries
● CME‘s with regional KOL‘s

1) Gatherings of 7-8 physicians to discuss on DPP-IV inhibitors

2) Marketing based on product clinical profile only

3) Made CSR an integral part which helped in creating goodwill among

Physicians/Patients
 GALVUS MET
1) Galvus (vildagliptin; Novartis) was the second-to-market
dipeptidyl peptidase-IV (DPP-IV) inhibitor in many countries,
but was unable to show superiority to Januvia (sitagliptin;
Merck & Co).

2) Non-superior efficacy and liver safety signals caused

registration delays and lack of approval in the US market.

3) However, fixed-dose combination Galvus

Met(vildagliptin/metformin; Novartis) launched before the
competitor Janumet (sitagliptin/metformin; Merck & Co) in
some European markets, and has attracted more sales there
than Merck & Co's drug.
 MECHANISM OF ACTION
● Galvus Met contains Vildagliptin which is a DPP-IV inhibitor.
DPP-IV inhibition is responsible for the rapid degradation of the
Incretin which is glucagon-like peptide-1 (GLP-1).

● Which in turn increases Insulin secretion from the pancreas in

a glucose-dependent manner and suppresses the release of
glucagon, resulting in lowered blood glucose levels.

● Another in combination is Metformin which decreases blood

glucose levels by decreasing hepatic glucose production
(gluconeogenesis), decreasing the intestinal absorption of
glucose, and increasing insulin sensitivity by increasing
peripheral glucose uptake and utilization.
SWOT ANALYSIS OF GALVUS MET
 REFERENCES
1.http://www.imshealth.com/ims/Global/Content/Corporate/Press%20Room/
IMS%20in%20the%20News/Documents/MMM-Diabetes_olympics.pdf
2.http://businesstoday.intoday.in/story/sun-pharma-merck-form-joint-ventur
e/1/14677.html
3. http://www.msdindia.in/about/Pages/home.aspx
4. http://www.expresspharmaonline.com/20090331/management01.shtml
5.http://www.imshealth.com/imshealth/Global/Content/Pharmerging/Docu
ment/Launch%20Evolution%20Across%20Pharmerging%20Markets.pdf
6.http://www.dfid.gov.uk/Documents/publications1/prd/diff-pcing-pharma.p
df
7. IMS HEALTH DATA (JUNE 2013)
8. http://spicyip.com/2013/04/patent-war-intensifies-glenmark.html
9. http://www.drugbank.com
THANK YOU
ANY SUGGETIONS WILL BE APPRECIATED