Obsagrel

Clopidigrel + Aspirin

DR. ATIF HUSSAIN

Group Product Manager
 Topics of Discussion

1. Market Overview 3. Marketing Strategies

• Market Overview • Target Audience and Indication
• Past years sales data, value, units, • Strategies
growth • Key Communication
• Price Analysis • Activities and Execution Plan
• Competitive Benchmarking • Promotional Tools
• SWOT,

2. Objectives 4. Financials
• Positioning • PCA
• Qualitative Objectives
• Quantitative Objectives
Market Overview
 Market Overview
Pharma Market: PKR 250 B Nervous System (N): PKR 21.45 B
Growth: 9% Growth: 11.5%
Nervous System(N): PKR 21.45 B Anti Epileptic (N03A): PKR 3.96 B
Growth: 11.5% Growth: 14.64%
8%
16%

84%
92%

Pharma Market Nervous System Nervous System Anti Epileptic

IMS- Q1’ 2015

 Market Overview
Top 5 players of the Pregabalin Market

IMS- Q1’ 2015

 Market Overview
Anti Epileptic (N03A): PKR 3.96 B Growth: 14.64%

Pregabalin (N03A):
20% PKR 966 M Growth: 19%

80%

Anti Epileptic Pregabalin

IMS- Q1’ 2015

 Pregabalin-Market

• The top 5 Brands of the Pregabalin Market enjoy almost 75% share.
• Rest of the 25% is divided among 6 smaller brands.
• The latest Brand in this market was recently launched in May 2015 by SAMI with the name of Pregy.
IMS- Q1’ 2015
 Pregabalin-Market
19%
1,000,000
18.8%
900,000
19.8%
800,000
25.3%
700,000
600,000
(000)

500,000
400,000
300,000
200,000
100,000
-
2012 2013 2014 2015

IMS- Q1’ 2015

 Pregabalin-Market
3Years Trend
27%
300,000

25%
250,000
Anti Epileptic Market= 3.96 Bil (Gr: 15%)
200,000 Pregabalin Market= 966 Mil (Gr: 19%)

150,000

100,000 10% 4%
16% 17% 55%
13% -16% 27%
50,000
-43%
0
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Gabica is the Pregabalin market leader with growth of 27% and share of 30.71%
Zeegap has become 227 million brand on MAT Sales with a growth rate of 25% and a 23% share.
Lyrica the research brand is at 3RD place with 10% share and 10% growth

IMS Q1’ 2015

 Pregabalin-Market

Strength Share
25mg 50mg 75mg 100mg 150mg 200mg 300mg
0% 2% 3%
21%
11%

17%

75mg has
the
Maximum
Share

46%

IMS Q1’ 2015

 Pregabalin-Market

Ranking Launch
Brands Company 25mg 50mg 75mg 100mg 150mg 200mg 300mg
(Pregabalin) Year

1 Gabica Getz 2008   ü ü ü ü   ü

2 Zeegap Hilton 2008 ü ü ü ü ü    

3 Lyrica Pfizer 2007     ü   ü   ü

4 Syngab Atco 2008   ü   ü   ü  

5 Gablin CCL 2008     ü   ü   ü

6 Hilin Highnoon 2008   ü ü ü ü   ü

7 Prelin Martin Dow 2008   ü ü ü ü   ü

8 Pregalin Shaigan 2010     ü   ü   ü

9 Regab Amarant 2009   ü ü ü ü    

10 Xaar Wilshire 2009   ü ü ü      

IMS Q1’ 2015

 Prescription INDEX – Per Specialty

Brand   GP Phy Ped Sur Gyn Der EENT RMO Car Psy

Rx 000 3862 778 104 362 13 25 45 1347 33 978

N03A (Anti Epilepsy) (Total
Rx 7,547,000)
% 51.2 10.3 1.4 4.8 0.2 0.3 0.6 17.8 0.4 13

Rx 000 503 138 0 26 3 2 0 162 10 2

Gabica (Total Rx 846,000)
% 59.5 16.3 0 3.1 0.3 0.3 0 19.2 1.2 0.2

2S/2013 MDI
 Prescription INDEX – Indications
GABICA (Total Rx 846,000)
T.C Indication Rx (000) %
E10-E14 Diabetes Mellitus
  E14 Unspecified Diabetes Mellitus 301 35.6
  E14.4 Unsp D. Mellitus+Neurological Comp
M50-M54 Other Dorsopathies
  M54.2 Cervicalgia
  M54.3 Sciatica
212 25.1
  M54.4 Lumbago with Sciatica
  M54.5 Low Back Pain
  M54.9 Dorsalgia Unsp
B00-B09 INF SK
  B02.2 Zoster+Nerv System Invlv 90 10.7
  B02.9 Zoster Wo Complications
M70-M79 Other Soft Tissue Disorders
  M79.2 Neuralgia/Neuritis Unspecified
44 5.2
  M79.6 Pain in Limb
  M79.7 Fibromyalgia
G50-G58 Ner/Ner RT/Plex Disorder
  G50 Trigeminal Neuralgia
44 5.2
  G56 Mono Neuropathy- Upper Limb
  G58 Other Monotherapies

2S/2013 MDI
 Overview- Key Competitors
Brands  Gabica – Getz Zeegap- Hilton Lyrica – Pfizer Syngab - Atco Gablin - CCL
Caps 50mg Caps 25mg Caps 75mg Caps 50mg Caps 25mg
Caps 75mg Caps 50mg Caps150mg Caps 100mg Caps 50mg
Caps100mg Caps 75mg Caps 300mg Caps 200mg Caps 75mg
Strengths Caps 150mg Caps 100mg     Caps 100mg
Caps 300mg Caps 150mg     Caps 150mg
Caps 300mg
Good penetration in Good Penetration in
Main Strengths Physician’s and in GP’s Physicians and GP's
Research Brand Good Quality image Penetration in Ortho

A proven efficacious brand

for the treatment of
Syngab 6 time more
Superior, Swift & Safe diabetic neuropathy, GAD, Lyrica for fast and
potent option for the
option for the management Low back Pain and sustained relief in Superior Efficacy,
Positioning of Neuropathic pain and fibromalgia having challenging pain full
management of Diabetic
Safety & Tolerability.
Neuropathy, Partial
GAD advantage of 25mg conditions
Seizures & Fibromyalgia.
starting dose in all
indications.
Participation in Local & KOL Gifting &
KOL Gifting's, Participation
International Conferences, Participation in Local & KOL Gifting & Participation Interational
in Local & International
Major Activities Conferences & personal
Doctor Family Social International in Local & International Conferences, Pocket
Gatherings, Expensive Conferences, Ethical Conferences Selling
obligations
giftings to KOLs, Practises 

80TM Diabetic Group for

75 mg & 100 mg
80 TM in Cardio Group for
FF size 50 mg
71 TM 65 TM 80 TM 68 TM

70 TM in Ortho for 150 mg

& 300 mg
 SWOT
Strengths Opportunity
• Proven Efficacy in DPNP, GAD, Fibromyalgia, • Growing segment,
Herpetic Neuralgia,
• Neuropsychiatry team has good penetration in • Not many players in the market
the Neuro segment,
• 1st Line Drug of choice in the key indications
• OBS’s image of quality brands

Weaknesses Threats

•Weak penetration in GPs and PHY
• Late entry in the Market (8 Years after the
introduction of the molecule)
• Chances of more “ME too” products to come
from franchisers.
• Unethical Investments by the players.
• intense competition by top local giants
• Many new entrants (SAMI, May 2015)

15
 Summary
• The overall pharma market is of PKR 250B with a growth of 9%.

• Anti-Epileptic Market(N03A) is of PKR 3.96B with 14.65% growth.

• 20% of the Anti-Epileptic market is of Pregabalin which is worth PKR 966M with 19% growth.

• The top 5 pregabalin brands have 75% share of the pregabalin market.

• Gabica(Getz)is the Pregabalin Market leader with 31% share, followed by Zeegap(Hilton) at 24% share.

• Pregabalin market has total 11 brands.

• The biggest contribution is of the 75mg strengths, followed by 50mg and 100mg.

• Gabica has most prescription share from the GPs, Physicians and RMOs .

• Unspecifed Diabetes Mellitus + Neurological Complications is the most common indication for Pregabalin
prescriptions.

• Sciatica, Zoster, Fibromyalgia and Pain are also among indications pregabalin is prescribed for.
Objectives
Quantitative Objectives

To make Nergab a brand of PKR 6 million by the end of

First 6 months (2015-2016), by selling 30,500 units.
 Qualitative Objectives

To establish Nergab as the preferred choice for the management

of Neuropathic pain.

To gain maximum share from the Neurology and Neurosurgery

Segment.

To gain maximum prescription from PHY segment.

Establish superiority of Nergab (Pregablin) against gabapentin.
Positioning
 Positioning

“Nergab the First line treatment option for Neuropathic Pains, Partial
Onset Seizures and pain associated with Spinal Cord Injury.”
 Target Indication

• Diabetic Peripheral Neuropathy,

• Fibromyalgia,
• Post herpetic Neuralgia,
• Partial Onset Seizures and
• Pain associated with Spinal Cord Injury.
Price Comparison
 Promotional Theme
• The targeted indications tend to restrict the targeted
consumer from performing daily routine activities due to
constant pain and uncontrollable sensations.

• This pain or sensations are due to over activity of nerve fibers.

• Pregabalin (Nergab) stabilizes these over active neurons and

allows the consumer to live a normal life! Thus;
 Internal
Target - Customers

• Training

Field Force •
•
•
Coverage
Motivation
Launch

Distributors
•Introduction
•Stocking
•Availability

Chemists
• Introduction
• Stocking
External

• Availability

Doctors
• Selection
•Introduction
• Key Selling Messages
• Capture Market Share

Patients • Awareness
 Target - Customer
Field Force • Training

• This product would require a comprehensive training, therefore 1 st

basic knowledge manual will be handed over to the team during 1 st
Cycle Planning Meeting.

• Complete Training will be done on the Launch event by the medical

department. The Complete training session would be done with the
entire team together during the Launch Event.

• Refreshers will be continued during CPMs and at weekly meetings at

district level.
 Target - Customer
Field Force • Coverage

• Reach: Every SPO will be tapping 30 Doctors which include a Mix of

Neurologists, Psychiatrists, Neuro Surgeons and potential A class GPs
and Physicians.

• Frequency: all these 30 doctors will be visited by the SPO 2 times in a

Week in the launch month.

• A total pool of 1020 doctors will be focused initially for 4 months around
whom all the promotional activities will be done.
 Target - Customer
Field Force • Motivation

• Per Pack Incentives

• Executive Achievers Club

 Target - Customer
Field Force • Launch

• Launch Event
 Target - Customer
Doctors • - Selection
•

• Customer Selection
• Customer are being selected on the basis of their prescription habits
of Pregabalin,
• The team has surveyed their markets and located major prescribers of
Pregabalin,
• One final individual SPO’s list would contain the doctors with the most
potential of prescribing Pregabalin,
• These lists will be created and be followed by the SPO himself,
supervised by the DSM, monitored by the NSM & PM.
 Target - Customer
The Universe
Doctors • - Selection
•

The initial pool of doctors will include:

  per SPO

Neurologists 10

Psychiatrists & Neuro Surgeons 5*

GPs & Physicians 15

Total Doctors Per SPO 30

Total Universe 1020

* As per area potential

 Target - Customer
• - Introduction
Doctors • - Key Selling Messages

The selected pool of Doctors will be firstly introduced to the brand by a

Doctor Letter, sent by the head office team.

A permanent Brand Name reminder would also be sent to the Doctor along
with the Doctor Letter.

Nergab’s key selling points will be highlighted through a detailed Literature.

Every Spo will be carrying a 6 page detail aid which consists of medical studies
proving the efficacy of the molecule.
 Key selling Messages
Key Selling Messages
• OBS’s high quality image,

• OBS’s big brand in neurology, Sinemet

• Nergab relieves pain in patients of Diabetic Neuropathies and Post

Herpetic Neuralgia

• Nergab helps give effective relief from Fibromyalgia,

• Nergab gives relieves from pain due to spinal cord injuries,

• Nergab provides as an effective Adjunctive therapy for adult patients with

partial onset seizures,

• Nergab provides enhanced patient compliance with a wide range of

strengths.
 Target - Customer
Doctors • - Capture Market Share

Building Market Share

Development of KOLs and Prescribers from
Existing Neuro + Physicians

Develop new KOLs and Prescribers from Neuro Surgery+

Physicians + Psychiatry

Capture OPDs + GPs

 Building Market Share

Develop new KOLs and Prescribers Development of KOL’s

from Neuro Surgery+ Physicians + and Prescribers from
Psychiatry
Neurology Segment
•One to one detailing. •KOL Engagement through relation
•OBS quality Brands Image ship activities like,
•Individual Relationship Building
•Customized Reminders •Neuro Club Meetings
•Individual and group •KOL giveaways
discussions •Local & International Conference
•Efficacy Studies •ROI
•One to one detailing.
•Use of targeted indications •Use of targeted indications in the
in the communication. communication.

Doctors - Capture Market Share

 Market Share- Strategy
Penetrate in to the big pool of
RMOs and GP’s

• One to one detailing.

• Cake Cutting
• Spreaded Giveaway.
• DGMs/RTD’s
• Ward Presentations
• Activity Details

Doctors - Capture Market Share

 Target - Customers
The Pre Launch Call Plan
Calls 1st Call 2nd Call
Tools Teaser Teaser

The Post Launch Call Plan

Calls 1st Call 2nd Call 3rd Call 4th Call 5th Call 6th Call
Tools Doctor Letter, Visiting Card Visiting Card Visiting Card Visiting Card Visiting Card
Detail Aid Holder, Detail Holder, Detail Holder, Holder, Holder,
Introduction. Aid, Gift Aid, Feedback, Detailing, Detailing, Rx detailing,
Samples (Battery Bank) Samples Pads, Mounting,
Feedback.

Doctors - Capture Market Share

 Teaser

Doctors
 Doctor Letter

Doctors
 Literature

Doctors
 Poster

Doctors
 Power Bank

Doctors
 Monofilament

Doctors
 Chamber Bell

Doctors
 Target – Customer
• Introduction
Chemists • Stocking
• Availability

The team has submitted a list of selected chemist at whom Nergab will be
made available.
Availability at all the selected chemist will be ensured before launching the
product with the doctors.
The chemist’s letter will be distributed among the selected chemist. The letter
will itself be a permanent reminder.
Branded ball pens for chemists regular use will be distributed.
Packaging
 Stock Time Line

12th August

• Final Stock at • Availability Ensured

Warehouse at Chemist
• Stock Dispatched to
Distributors

10th August 31st August

Launch Event
3rd, 4th, 5th September
Targeting - Customer
Patients • Awareness

Raising Awareness
Conducting activities with for patient awareness

Posters/Mounting Campaign

Regional Language Fliers

Promotional Tools
Allocation
Particulars September October November

Teaser Dropcard 50 - -
Drop Cards 50 50 50
Literature 8 Pages 50 50 50
Poster - 30  
Doctor letter 100 - -
Chemist letter 100 - -
Sticker 4x6 50 - -
T Shirt 2 - -
Ball Pens 25 - -
Rx Pads 5x7 30 - -
Roll Ups 1 - 30
Mono Filament 200 - -
Power Bank - 200 -
Samples      
50mg 20 30 20
75mg 30 20 30
 Timelines
Activity on Doctors
Distribution of Teasers
Distribution of Doctor Letters
Launch at Doctors
Distribution of Launch Gift
DGMs/RTDs
Activity on Chemists
Distribution of Chemist Letters
Distribution of Chemist Gifts
Consumer Activity
Distribution of Mountings
Timeline
20th August’ 2015
1st September’ 2015
1st September’ 2015
10th September’ 2015
10th September’ – June 2016
Timeline
20th August’ 2015
1st September’ 2015
Timeline
15th October’ 2015
PCA
Promo Material Approx Cost
  Total Cost
Teaser Dropcard 8,500
Drop Cards 25,500
Literature 8 Pages 229,500
Bunting 3,600
Poster 20,400
Doctor letter 34,000
Chemist letter 34,000
Sticker 4x6 10,200
T Shirt 40,800
Ball Pens 32,300
Rx Pads 5x7 61,200
Roll Ups 20,000
Power Bank 200,000
Mono Filament 30,000
Bell 80,000
DGMs 250,000
Camps 150,000
Cards with ribbon 2,000
Grand Total 823,500
 Thank you!!
Happy Selling!! 