Team 2

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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

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