Pluto a new hope for resistant and intolerant patients MenattallahElserafy Mohamed Swilam Mona Elkhateib Ola Elgamal RanaKhamis
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.
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
Strength Patient’s trust in Novartis. Experienced R&D employee. Compliance due to easy route of administration (400 mg PO bid)
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.
Weakness Has side effects (hematologic and nonhematologic AEs). High monthly cost (1500 L.E)
Opportunities Patient resistance to first line treatment. Increased patient awareness about their condition. Increased physicians awarenessabout CML.
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.
STRATEGY FORMULATION Pluto Offerings
Position Pluto has high tolerance and effective against resistant CML
STRATEGY FORMULATION 2) Stakeholders
STRATEGY FORMULATION 3) Market segmentation
4) Marketing Strategy
We put our patient first Patient care Psychological support Increase Awareness of Community about CML Make the drug affordable for poor patients
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
Psychological support (cont.) Cancer society (NGO) Awareness campaign twice annually to educate the community about CML to gain its support
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
Action plan (cont.)
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.
Detailed Promotion Plan
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)
Abroad Meeting (20, 000 x 3 = 60, 000 LE)
Detailing Aid (50, 000 LE)
Gifts ( 20, 000 LE)
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