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PHARMA Market Elements of Growth (MEGR)

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For PHARMA professionals: How you can identify and follow-up the market growth (total market or specific corporate)? …

For PHARMA professionals: How you can identify and follow-up the market growth (total market or specific corporate)?
Growth elements are: New brands, new packs, price increase, volume and others.
A comprehensive market intelligence.

Published in: Health & Medicine

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  • 1. Market Elements of GRowth (MEGR)Novartis Egypt market analysis practicesEng. Walid Saafan (MBA), Business Intelligence ManagerCairo, Egypt. April/2007
  • 2. Topics. Introduction Product objectives IMS market elements of growth Market Elements of Growth (MEGR) Conclusion2 | Market Elements of GRowth (MEGR) |
  • 3. IntroductionStretching IMS data to the edge IMS DataView limited analysis capabilities Transform IMS data into a better format for more analysis. Detailed analysis become easier. Untapped information are identified and clear. Techniques can be applied on regional level “Simple tools with high business impact” “Charging our knowledge with Extra information” SMI Simple Market Information3 | Market Elements of GRowth (MEGR) |
  • 4. Product objectiveswhat is the growth driver? Break down to the market/ CRP elements of growth. Follow up competitor strategies. Assess the success of our portfolio management. Detailed analysis for each element components (NI, LCM, PI). Assess the leading therapeutic classes in terms of NI/LCM.4 | Market Elements of GRowth (MEGR) |
  • 5. IMS Market elements of growthLimited analytical capabilities IMS produce ‘Market Elements of growth = 5000 US$ per issue, difficult to analyze.5 | Market Elements of GRowth (MEGR) |
  • 6. Market Elements of GRowth (MEGR)Think beyond what is possible Detail analysis for MKT/ MNCs/ OTHERs/ CRPs growth components: IMS classification: 1. New Introductions (new brand was no sales in the previous 5 years). 2. Life Cycle Management (new pack, new strength, new form, etc). 3. Price Increase (price changes granted by MOH – source IMS). 4. Units 5. Others (components that can’t be identified in IMS audits): • Growth due to interaction between simultaneous price and quantity changes- interactive effect. • Growth due to exchange rate changes • Residual growth : » Growth caused by discontinued products or packs. » Growth caused by new packs of existing form-strengths. “Market growth elements at your finger tip”6 | Market Elements of GRowth (MEGR) |
  • 7. MEGR data sourcesAll data is available with no extra effort New Introductions & Life Cycle Management is extracted from IMS Dataview report. Price Increases reported by IMS, YTD sales impact is calculated accordingly.7 | Market Elements of GRowth (MEGR) |
  • 8. Market Elements of GRowth (MEGR)Y06 Market Elements of Growth ‘IMS vs MEGR’ 20.0% 18.0% 16.0% 6.9% 14.0% 12.0% 10.0% 18.5% 8.0% 7% 6.0% 4.0% 0.6% 1.9% 2.0% 2.2% 0.0% PI NIs LCM GR% Units Others8 | Market Elements of GRowth (MEGR) |
  • 9. MEGR - Summary results List of all growth elements  List of YTD value for each element along with automated waterfall chart (based on your selection). Select CRPTop 30 MNCs Y06 - Value LY Sales NIs # LCM # PI # Y06 sales Total market 7,864,762,700 175,869,500 145,901,500 46,086,556 9,319,240,304 Top 30 MNCs 3,470,055,600 33,869,200 94,127,400 22,548,675 4,108,206,308 Novartis PH 339,932,900 994,300 41,758,100 4,288,449 411,320,804 Y06 - GR Elements NIs LCM PIs Units Others GR% Total market 2.2% 1.9% 0.6% 6.9% 6.9% 18.5% Top 30 MNCs 1.0% 2.7% 0.6% 4.1% 10.0% 18.39% Novartis PH 0.3% 12.3% 1.3% -5.2% 12.4% 21.00% 9 | Market Elements of GRowth (MEGR) |
  • 10. MEGR - New IntroductionsFull details about NIs Detailed information including: • CRP, brand, pack(s), PSP, introduction month, YTD value sales. NOVARTIS Y06 NIs Selection by CRP/ brand. 16,000,000 627,300 14,040,900 14,000,000 2,014,200 12,000,000 994,300 NI strategy assessment. 10,000,000 10,405,100 8,000,000 6,000,000 4,000,000 2,000,000 - MIACALCIC TOTAL NIs FLOTAC ANTOPRAL HYPOTEARS PLUS10 | Market Elements of GRowth (MEGR) |
  • 11. MEGR - Life Cycle Management LCMFull details about LCMs Detailed information including: • CRP, brand, pack(s), PSP, introduction month, YTD value sales. Selection by CRP/ brand. NOVARTIS LCM-Y06 45,000,000 6,843,000 83,200 579,200 627,300 41,841,300 40,000,000 NI strategy assessment. 35,000,000 30,000,000 14,392,400 4,304,300 25,000,000 20,000,000 4,606,800 15,000,000 10,405,100 10,000,000 5,000,000 - CATAFLAM ANAFRONIL CATAFLAM 75mg 6AMP 75mg 6AMP FLOTAC VOLTAREN MIACALCIC SIRDALUD CH (JUL) PLUS (SEP) Total 50mg 20T 2MG 20T 75mg 20T (JAN) (FEB) (JUL) (APR) (APR) (FEB)11 | Market Elements of GRowth (MEGR) |
  • 12. MEGR - Price Increases PIFull details about PIs Detailed information including: • CRP, brand, pack(s), old/ new price, monthly PI sales impact. Selection by CRP/ brand. 6,000,000 NOVARTIS PIs -Y06 5,000,000 1,453,241 4,775,380 NI strategy assessment. 4,000,000 3,000,000 486,931 870,923 1,964,285 2,000,000 1,000,000 - TOTAL CO-TAREG TAREG VOLTAREN GLYVENOL PROCTO12 | Market Elements of GRowth (MEGR) |
  • 13. ConclusionInformation is a competitive edge Local tools transfers IMS data into new information for detailed analysis and identify untapped opportunities. Identification of the growth drivers for competitors is important to follow up our performance in the market.13 | Market Elements of GRowth (MEGR) |
  • 14. Thank you .14 | Market Elements of GRowth (MEGR) |