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PHARMA-How to Identify NI & LCM from IMS data
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PHARMA-How to Identify NI & LCM from IMS data

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For PHARMA professionals. The answer to the big question: What is happening in my market? …

For PHARMA professionals. The answer to the big question: What is happening in my market?
This tool uses IMS pharmaceutical audit to identify the New Introductions & Life Cycle management per ATC3 class, in details, and calculate the total YTD Sales per item.
This tool is very important to PMs to follow the his market dynamics.

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  • FF input is validated by IMS MAT units sales per territory and zone. IMS units is fine tuned by two factors: TAR DRs visited against the total market universe. # of boxes sold without RXs.

Transcript

  • 1. Comers To the Market (CTM) Walid Saafan Marketing Information Manager Novartis Egypt1 Comers To the Market (CTM)-Presentation / Egypt
  • 2. Topics Objectives CTM Inputs CTM concept CTM Deliverables CTM analysis Key success factors Conclusion
  • 3. Objectives Monthly follow-up to New Introductions (NIs) and Life Cycle Management (LCM) introduced in the market. Full information about NIs/ LCM brands/ packs. Calculate the YTD sales impact on NIs/ LCMs on market(s) and corporate.
  • 4. CTM update cycle taview report 2. Paste data into Excel toolCTM report is ready
  • 5. CTM concept Extract IMS Dataview report data into an Excel tool that re-format the data for CTM report. Differentiate between NI/ LCM by units sold LY. If Brand previous years units sold=0  NI otherwise LCM Provide all information about NIs/ LCMs brands: ATC3, CRP, Brand, Pack, MOL, NI/ LCM YTD sales, launch Month, Launch year, PSP. Ability to filter the report by ATC3 or CRP.
  • 6. CTM deliverables – Total market ATC3 CRP Brand Pack Mol(s) NIs count LCMs count NIs YTD sales LCMs YTD sales NI YTD sales LCM YTD sales Source: CTM / IMS data Dec.06
  • 7. CTM deliverables – specific ATC3Select Class All results filtered on the selected class. New competitors information available. PM can follow up brands/ generics introductions in his market(s). Source: CTM / IMS data Dec.06
  • 8. CTM deliverables – specific CRP Select CRP All results filtered on the selected CRP. Analysis of CRPs YTD growth derived from NIs/LCM. Identify introduced brands by the selected CRP. Source: CTM / IMS data Dec.06
  • 9. CTM analysis – Leading CRPs in LCM Arrange CRPs in terms of YTD LCM value sales. Assess YTD impact of CRP new packs introduced. Source: CTM / IMS data Dec.06
  • 10. CTM analysis – Leading CRPs in NIs Arrange CRPs in terms of YTD Nis value sales. Assess YTD impact of CRP new brands introduced. Source: CTM / IMS data Dec.06
  • 11. CTM analysis – Leading ATC3 in NIs Arranged classes in terms of NIs to identify the attractive markets. Assess current classes that our brands compete in. Source: CTM / IMS data Dec.06
  • 12. CTM analysis – Leading ATC3 in LCMs Arranged classes in terms of LCMs to identify the attractive markets. Assess current classes that our brands compete in. Source: CTM / IMS data Dec.06
  • 13. Sample outputsading CRPs - LCM Others (180), 23,799,000 , 22% NOVARTIS, 39,246,800 SANOFI AVENTIS, , 35% 2,127,700 , 2%MERCK AG*, 3,043,000 , 3% GLAXOSMITHKLINE*, 3,471,600 , 3% AMOUN PHARM.CO., 3,896,400 , 4% EVA, 4,979,400 , 5% ABBOTT*, 5,117,000 , LCM breakdown per CRP PFIZER*, 8,972,900 , 8% 45,000,000 5% ALTANA*, 7,037,600 , MIACALCIC PLUS LUNDBEC., 6,423,900 , SIRDALUD 2mg 20 7% (08.2006), 615,300 6% 40,000,000 (07.2006), 542,500 VOLTAREN AMP 75mg 6 35,000,000 (04.2006), 6,362,100 CATAFLAM AMP 75mg 6 30,000,000 (04.2006) , 4,156,400 ANAFRONIL 75mg 20 25,000,000 (02.2006), 4,306,600 20,000,000 38.6 Mio CATAFLAM 50mg 20 15,000,000 (02.2006), 13,232,700 10,000,000 FLOTAC (01.2006), 5,000,000 10,031,300 Source: CTM / IMS data Dec.06 - Novartis PH
  • 14. Key success factors Tool update can be done easily without too much technical knowledge (preliminary Dataview and Excel experience). Tool is applied in Novartis Egypt for almost a year and introduced to Novartis KSA from Oct.06. PMs follow up introductions in their markets on monthly basis or during MPH planning. CPO management assess their position in the market and follow up competitor launches on monthly basis or during planning or StratPlan preperation. BD&L can analyze the market and identify attractive markets in terms of number/ value of NIs & LCMs.
  • 15. Conclusion CTM is an easy tool that give more insight about market dynamics. The tool can be adapted easily in different markets from small CPOs to regional level. Many new untapped information can be explored that will support marketing and senior management to analyze market dynamics. Consolidated reports can easily extracted with pivot reports.
  • 16. Thanks16 Comers To the Market (CTM)-Presentation / Egypt