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  • As inspired by novartis mission stat
  • 320 patientsX75%X 1500X 12 months
  • 6) not only for the profit 7) options of resistant and intolerable CML
  • in private clinics & Cancer institutes Cancer institute, Nasser institute4.Ministry of health, army forces

Team 2 Presentation Transcript

  • 1. Pluto a new hope for resistant and intolerant patients
    MenattallahElserafy
    Mohamed Swilam
    Mona Elkhateib
    Ola Elgamal
    RanaKhamis
  • 2.
  • 3. Executive Summary
    • Being the third leading company in Egypt, and for it’s passion and commitment to patients, Novartis has launched the FDA approved Pluto for it effectiveness, safety and tolerability for CML resistant and Mirac intolerable patients.
    • 4. Our goal is to achieve 75% of the market share within the next 5 years reaching a total of 16.6 million L.E allowing us to continue research for the patient’s welfare.
  • Environmental analysis
    SWOT analysis
  • 5. Strength
    Patient’s trust in Novartis.
    Experienced R&D employee.
    Compliance due to easy route of administration (400 mg PO bid)
  • 6. Cont.
    In comparison to Mirac:
    It has higher affinity.
    It has higher Plasma concentration.
    Tolerable side effects.
    Effective in Mirac intolerant patients.
    Effective in resistant CML.
  • 7. Weakness
    Has side effects (hematologic and nonhematologic AEs).
    High monthly cost (1500 L.E)
  • 8. Opportunities
    Patient resistance to first line treatment.
    Increased patient awareness about their condition.
    Increased physicians awarenessabout CML.
  • 9. Threats
    Emergence of resistance.
    Marketed competitive drugs.
    Small market ( 20% of CML patients).
    Becoming unaffordable
    Late diagnosis and noncompliance to treatment due to high level of illiteracy.
  • 10. Strategic objectives
  • 11. Strategic objectives
  • 12.
  • 13. STRATEGY FORMULATION
    Pluto Offerings
  • 14. Position
    Pluto has high tolerance and effective against resistant CML
  • 15. STRATEGY FORMULATION
    2) Stakeholders
  • 16. STRATEGY FORMULATION
    3) Market segmentation
  • 17. 4) Marketing Strategy
  • 18. We put our patient first
    Patient care
    Psychological
    support
    Increase
    Awareness of
    Community about
    CML
    Make the drug
    affordable
    for poor
    patients
  • 19. Psychological support
    Build a bridge between CML resistant and intolerant patients and caregivers.
    - create a club for CML resistant and intolerant patients on CML Egypt website. (inspired by CML earth)
    Hug
    Hi five
    Share feelings
    You are not alone
  • 20. Psychological support (cont.)
    Cancer society (NGO)
    Awareness campaign
    twice annually to educate
    the community about CML
    to gain its support
  • 21. Make the drug affordablefor poor patients
    Cancer society link and bank account for donations on CML Egypt website
    Marathon
    Raise money to
    provide drugs for
    poor patients
    Get the drug 4 timed
    and the 5th time
    for free to support
    patient’s compliance
  • 22. Action plan
  • 23. Action plan (cont.)
  • 24. Detailed Promotion Plan
    Over the 5 years:
    - Advertise in medical magazines
    - Detailing aids worth 50,000 EP/ year as flyers, brochures and posters containing info on Pluto’s efficacy, side effects, Drug interactions, contraindications & pharmacokinetics.
    -7% discount to institutions and wholesalers.
    -Flyers & medical representatitives to 30 health insurance companies & 3 large wholesalers.
  • 25. Detailed Promotion Plan
  • 26. Financial plan
    Year 1:
    Sales: 320 x 0.3 x 1500 x 12= 1 728 000 LE
    FF: 2 Medical Representatives (60, 000 LE) + District
    Manager (50, 000 LE) = 110, 000 LE
    Promotion:
    • Local Congress ( 2, 000 LE x 20 x 2= 80, 000 LE)
    • 27. Abroad Meeting (20, 000 x 3 = 60, 000 LE)
    • 28. Detailing Aid (50, 000 LE)
    • 29. Gifts ( 20, 000 LE)
    • 30. Medical Magazines (10, 000 LE)
  • Financial plan
    Phase IV: 150, 000 LE
    Total Costs= 480 000
     Total Sales= 1 728 000
    ROI= 1 728 000 / 480 000= 3.6
  • 31. Financial Plan
  • 32. Financial Plan: Sales
    Sales
    Year
  • 33. KPI ( key performance indicator)
  • 34. KPI)
  • 35. THANK YOU