Walid saafan pharma_experience

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Brief outline of my experience in PHARMA, the methodology and tools were applied to two of the world pharmaceutical corporations locally and regionally.
The model can be adopted on the organization's structure and needs.
Detail requests are welcomed.

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Walid saafan pharma_experience

  1. 1. Strategic competitive edgeBest Practices from a leading multinationalpharmaceutical corp.Walid Saafan,8th Dec., 2009
  2. 2. Topics .  Introduction  Market Analysis / Core Product Performance Reports  Comers to The Market (CTM)  Market Elements of Growth (MEGR)  Territorial Sales Report (TSR)  Market Analysis Report (MAR)  Promotional / Medical Analysis Reports  ABCD chess incentive scheme  Target Segmentation Grid  Integrated reports2 | Strategic competitive edge | Walid Saafan
  3. 3. Introduction Business Intelligence benefits  BI reports enables decision makers to: Knowledge • Access Business Information. Information • Analyze business data. Data • Prompt Act with Insight.  Support senior managers to take strategic decisions.  Data gathered from primary and secondary data sources and organized and presented according to business needs.  Data consolidated into dashboards and Multidimensional reports visualize information easily from different prospective.3 | Strategic competitive edge | Walid Saafan
  4. 4. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation GridIntegrated reports
  5. 5. Market Analysis Report Follow up CRP performance  Leading corps’ market performance (month/YTD/MAT) Egypt Corporates market (Total Market) Month: 10/2007 Month GR Inc Inc Sales MS Company Sales GR% MS% MSG/L Rank Sales rank Rank Total Market 911,078 24.1% Novartis PH 40,486 26.2% 11 8,406 5 4.44% 6 0.08% NOVARTIS 63,841 24.9% 0.05% EIPICO* 54,173 28.9% 9 12,130 2 5.95% 1 0.22% GLAXOSMITHKLINE* 54,056 23.1% 14 10,129 3 5.93% 2 -0.05% SANOFI AVENTIS 49,983 -22.5% 21 (14,474) 20 5.49% 3 -3.29%  Leading products/ BUs performance Y06 Y07 LY Inc Sales LY Sales Novartis PH Leading brands Avg Avg Sales MS% MSG/L Sales Sales GR% GR% cont. sales sales CATAFLAM/CATAFAST 6,683 8,073 6985 9,347 2,362 33.8% 40.1% 13.22% 1.07% 20.4% VOLTAREN/FLOTAC 5,257 6,275 5398 7,278 1,880 34.8% 37.9% 10.29% 0.90% 15.9% TEGRETOL 2,805 3,466 2911 4,738 1,827 62.8% 48.0% 31.11% 1.13% 10.4%  Competitors’ top growth drivers 1st brand 2nd brand Com pany Brand Sales GR% Cont. Brand Sales GR% Cont. GLAXOSMITHKLINE* AUGMENTIN 23.18 135.10 26.63 ZANTAC 9.96 83.60 11.44 NOVARTIS CATAFLAM/CA 9.35 33.80 13.16 VOLTAREN/FL 7.28 34.80 10.245 | Strategic competitive edge | Walid Saafan
  6. 6. Core Products Performance Leading brands per defined strategic markets  Graphical charts for the MS - MSG/L, Value sales & GR%  Selection for the required period month/ YTD  Follow up monthly sales/MS/GR trends  Monthly Details/ RXs trend Tareg range Product Performance IMS Data 09/2007 Month Sep 07 Month IMS VALUE IMS Value GR% MS% MS G/L CONCOR/ PLUS 5,664,600 -11.8% 10.98% (2.04) CAPOTEN/ CAPOZIDE 4,893,000 10.7% 9.49% 0.52 TAREG RANGE 4,289,300 22.9% 8.32% 1.24 NATRILIX 2,673,700 -4.2% 5.18% (0.48) NORVASC 2,286,100 17.0% 4.43% 0.47 TRITACE/ COMP 2,159,600 12.2% 4.19% 0.28 HYZAAR/ OZAAR/ FORTZAAR 1,788,200 13.9% 3.47% 0.28 LASIX 1,453,000 119.8% 2.82% 1.48 -4% -2% 0% 2% 4% 6% 8% 10% 12% MS MS Gain/Loss Market GR% 4.6%6 | Strategic competitive edge | Walid Saafan
  7. 7. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation GridIntegrated reports
  8. 8. Comers To the Market (CTM) What was introduced in the market?  Identify the New Introductions (new brands) and Life Cycle Management (new packs) introduced in the market.  Provide detailed information about NIs/ LCM brands, packs, molecule, public sales price, YTD sales impact .  Can be done on a certain therapeutic class (ATC3) and/or corporate CTM8 | Strategic competitive edge | Walid Saafan
  9. 9. 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 sales9 | Strategic competitive edge | Walid Saafan
  10. 10. CTM deliverables – specific ATC3/ CRP Select Class Select CRP  All results filtered on the selected class/ corp.  New competitors information available10 | Strategic competitive edge | Walid Saafan
  11. 11. CTM analytical reports  Leading CRPs in LCM/ NIs  Get more insights about CRPs strategy in terms of LCM/ NIs.  Leading ATC3 in LCM/ Nis  Get more insight about the attractive markets in terms of LCM/ NIs11 | Strategic competitive edge | Walid Saafan
  12. 12. CTM Sample outputs Leading MNCs - 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 , PFIZER*, 8,972,900 , NI/ LCM breakdown per CRP 8% 5% 45,000,000 ALTANA*, 7,037,600 , LUNDBEC., 6,423,900 , MIACALCIC PLUS 7% SIRDALUD 2m g 20 6% (08.2006), 615,300 40,000,000 (07.2006), 542,500 VOLTAREN AMP 75mg 6 35,000,000 (04.2006), 6,362,100 30,000,000 CATAFLAM AMP 75mg 6 (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 - Novartis PH 12 | Strategic competitive edge | Walid Saafan
  13. 13. Conclusion  CTM is an easy tool that give more insight about market dynamics.  The tool can be adapted easily in different scales from small CPOs to regional level.  Many new untapped information can be exployed that will support marketing and senior management to analyze market dynamics.  Consolidated reports can easily extracted with pivot reports. ‘Market insights’13 | Strategic competitive edge | Walid Saafan
  14. 14. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation GridIntegrated reports
  15. 15. Market Elements of GRowth (MEGR) Think beyond what is possible15 | Strategic competitive edge | Walid Saafan
  16. 16. Market Elements of GRowth (MEGR) .  Detail analysis for MKT/ MNCs/ OTHERs/ CRPs growth components: • IMS classification: 1. New Introductions 2. Life Cycle Management 3. Price Increase 4. Units 5. Others • 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. ‘Clear competitor growth drivers/ market potentiality’16 | Strategic competitive edge | Walid Saafan
  17. 17. 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 Others17 | Strategic competitive edge | Walid Saafan
  18. 18. 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 CRP Top 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%18 | Strategic competitive edge | Walid Saafan
  19. 19. MEGR - New Introductions Full 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  NI strategy assessment. 12,000,000 994,300 10,405,100 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 - TOTAL NIs MIACALCIC FLOTAC ANTOPRAL HYPOTEARS PLUS19 | Strategic competitive edge | Walid Saafan
  20. 20. MEGR - Life Cycle Management LCM Full 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  LCM 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 75mg 6AMP 75mg 6AMP CATAFLAM FLOTAC VOLTAREN SIRDALUD MIACALCIC CH (JUL) PLUS (SEP) Total 50mg 20T 2MG 20T 75mg 20T (JAN) (FEB) (JUL) (APR) (APR) (FEB)20 | Strategic competitive edge | Walid Saafan
  21. 21. MEGR - Price Increases PI Full 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  PI strategy assessment. 4,000,000 3,000,000 870,923 486,931 1,964,285 2,000,000 1,000,000 - TOTAL VOLTAREN CO-TAREG TAREG GLYVENOL PROCTO21 | Strategic competitive edge | Walid Saafan
  22. 22. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation GridIntegrated reports
  23. 23. Territorial Analysis Report (TAR) Follow up sales on territorial level  Consolidate territorial sales for our defined markets.  The following dimensions are included: • Month, Year • Market  All defined sales analyzer markets • Product  all defined products • Zone • Area  The following measures are included: • Value/ MKT_Value/ LY_Value/ LY_MKT_Value/ MS%/ LY_MS%/ GR%/ MKT_GR%/ MSG  FF structure is included to follow up sales by DM/MR23 territiries. | Strategic competitive edge | Walid Saafan
  24. 24. Territorial Analysis pivot table  A pivot table consists of 4 main areas Drag & Drop required Dimension/ Measures24 | Strategic competitive edge | Walid Saafan
  25. 25. Territorial Analysis pivot table conclusion  IMS territories are grouped according to BU/FF structure to facilitate their sales follow-up along with competitors.  Managements can easily identify competitor territorial penetration.  Tool can be linked to additional systems like CRM. ‘Territorial growth drivers’25 | Strategic competitive edge | Walid Saafan
  26. 26. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation GridIntegrated reports
  27. 27. Market Analysis Report (MAR) Analyze CRP/ Markets/ Classes national sales  Consolidation of CRPs/ Brands performance analysis.  Follow up on the following business areas: • MNC/ Others market performance. • CRP performance within Total MKT/ MNCs/ Others. • NVP Bus performance within Total MKT/ MNCs. • Products performance within relevant markets. • Leading ATC3 classes on the market. • GR driver per ATC/ CRP/ MKT. • NIs/ LCM/ PI information and monthly sales impact. • Defined KPIs (MS%, GR%, MSG). • Tailored on the defined markets.27 | Strategic competitive edge | Walid Saafan
  28. 28. Market Analysis pivot table  Multidimensional report is based on Excel pivot table.  The following dimensions are included: • Month • CRP_Type  MNCs/ All Others • Market  AHT MKT/ ANTIALZH MKT/ ANTIEPILEP MKT/ ANTI-PSYCHO MKT/ CHOLESTROL MKT/ NSAID MKT/ OSP MKT/ REP MKT. • Corporate  all corporates in the market • NVP_BU  CNS/ CVS/ IM/ MP/ ONCO/ OPHTHA/ TRANS. • Class  ATC3. • Product_Group  grouped products (eg TAREG_GROUP etc.) • Product  all products in the market • Pack  product pack  The following measures are included: • LY_Units/ Units/ LY_Value/ Value/ NI_Value/ LCM_Value/ PI_Impact28 | Strategic competitive edge | Walid Saafan
  29. 29. Market Analysis pivot table – cont.,  A pivot table consists of 4 main areas Dimensions Measures Drag & Drop required Dimension/ Measures29 | Strategic competitive edge | Walid Saafan
  30. 30. Market Analysis pivot table conclusion  Comprehensive information repository that can be tailored easily to corporate needs (specific market, customized class, BU, Product group, etc… definitions).  Include many additional calculated fields like: NI, LCM, PI impact. ‘Competitor insights’30 | Strategic competitive edge | Walid Saafan
  31. 31. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation GridIntegrated reports
  32. 32. Promotional analysis report Projected details in our defined markets  Follow up projected details in our defined markets.  The report includes the Dr Specialties and product strength.  The following dimensions are included: • Qtr / Year • Market • Specialty • Product • Strength  The following measures are included: • LY_Details/ Details32 | Strategic competitive edge | Walid Saafan
  33. 33. Medical analysis report Projected RXs in our defined markets  Follow up projected RXs in our defined markets.  The report includes the Dr Specialties, product strength and area.  The following dimensions are included: • Qtr / Year • Market • Specialty • Product • Strength • Area  The following measures are included: • LY_RXs/ RXs33 | Strategic competitive edge | Walid Saafan
  34. 34. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation GridIntegrated reports
  35. 35. ABCD CHESS incentive scheme  Create best in class incentive scheme based on Sales growth and market share gain  Incremental incentive steps (with sales GR/ MS gain)  Identify high performance/ lower performers MRs on each product/ line  Incentive is linked to the MR performance, equally opportunities for small/ large territories.  Simple calculation criteria. ‘Align CPO objectives with Field force targets’35 | Strategic competitive edge | Walid Saafan
  36. 36. ABCD CHESS Data Sources36 | Strategic competitive edge | Walid Saafan
  37. 37. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation Grid (TSG)Integrated reports
  38. 38. Target Segmentation Grid (TSG)  Redefine target Drs based on their potentiality and adoption (9 grid).  Different overviews about our target Drs.  Pre-defined strategies for each Dr type.  Utilize marketing mix tools to the right target.  Assess MR workload.38 | Strategic competitive edge | Walid Saafan
  39. 39. TSG System Inputs PM Input FF Input PM input FF input  GRID steps (L/M/H)  Dr Potentiality  Dr Adoption  Target visits/day39 | Strategic competitive edge | Walid Saafan
  40. 40. TSG deliverables  Filter grid results by different criteria/ combinations • Zone, IMS Territory, Specialty, GRID  Count of Drs & % per Grid (based on the selection criteria)  Count of Drs & % per tier.  List of all Drs with complete information (based on the selection criteria, Zone/ Territory/ Specialty/ Grid).  Calculate the estimated MR number equivalent based on the defined target call frequency per grid. ‘Increase productivity with less cost’40 | Strategic competitive edge | Walid Saafan
  41. 41. TSG deliverables, cont.41 | Strategic competitive edge | Walid Saafan
  42. 42. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation Grid (TSG)Integrated reports
  43. 43. Integrated reports  Integrate different data sources to assess the FF performance like: • Link FF coverage (Siebel Focus) to territorial MS% (IMS) to identify the relationship between calls and MS%. • Company sales and IMS territorial sales.  Example: FF whistler report • Integrate IMS data with CRM • Compare Zone/ Line MRs vs competitors within the same territories. • Compare MRs within the same line to each others43 | Strategic competitive edge | Walid Saafan
  44. 44. FF whistler sample reports44 | Strategic competitive edge | Walid Saafan
  45. 45. FF whistler sample reports45 | Strategic competitive edge | Walid Saafan
  46. 46. Sky is the not a LIMIT Thank you46 | Strategic competitive edge | Walid Saafan

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