Hexgabalin pharmaceutical marketing plan - case study

Case Study
Re-Launch of HEXGABALIN
BY ABDELRHMAN TANTAWY

Executive Summary

1/31/2013

HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY

2

1. Market Overview
2. RXs Overview
3. SWOT Analysis
4. Market Key Issues & Strategic Imperatives.

Agenda

5. Pricing
6. Source of Business.
7. Brand Vision & Positioning.
8. Key Promotional Messages.
9. Sales Forecast
10.A&P
11.Sales force structure
12.Key Innovative Projects.
13.Calendar of activities.

1/31/2013


3

1. Market Overview

Market Analysis

Pregabalin vs Gebapentin – by unit
2,500,000

2,240,812

2,000,000

1,500,000

1,000,000

1,318,411
969,848
723,460

963,913

765,706

764,526

899,620

374,772

500,000
155,785
Units
Y/2008
(Absolute)

Units
Y/2009
(Absolute)

Units
Y/2010
(Absolute)
PREGABALIN

1/31/2013

Units
Y/2011
(Absolute)

Units
Y/2012
(Absolute)

GABAPENTIN


4

1. Market Overview

Market Analysis

Pregabalin vs Gebapentin – by value
180,000,000
153,071,629

160,000,000
140,000,000
120,000,000

105,627,381

100,000,000
71,940,784

80,000,000
60,000,000
40,000,000

29,594,234
22,135,762

40,459,490
32,249,497

41,204,391

43,702,380

40,403,711

LE Sales
Y/2009
(Absolute)

LE Sales
Y/2010
(Absolute)

LE Sales
Y/2011
(Absolute)

LE Sales
Y/2012
(Absolute)

20,000,000
LE Sales
Y/2008
(Absolute)

PREGABALIN

1/31/2013

GABAPENTIN


5

1. Market Overview

Market Analysis

PREGABALIN – by unit
2,500,000
293,939
15,230
186,850

2,000,000

314,717

1,500,000
169,033
18,096
129,653
39,301
99,263
0
77,969

1,000,000
13,318
4,662
9,226
0
66,380
0
46,900

500,000
0
155,785

LYRICA

1/31/2013

366,345

0
8,075
11,817
165,337
189,543

Units
Y/2008
(Absolute)

0

Units
Y/2009
(Absolute)

PREGDIN-APEX

PREGAVALEX

445,540

126,348
133,917
298,258
421,697

258,875

449,856

Units
Y/2010
(Absolute)
IRENYPATHIC

339,556
Units
Y/2011
(Absolute)

Units
Y/2012
(Absolute)

PAINICA

LYROLIN


KEMIRICA

HEXAGABALIN

Others

6

1. Market Overview

Market Analysis

GABAPENTIN- by unite
2,500,000
2,000,000

1,000,000
500,000

417
0
68,744
329,848

6,544
405
0
55,674
333,064

324,451
723,460

764,526
Units
Y/2009
(Absolute)

6,697
0
32,626
98,152
45,160
423,376

295
2,169
2,717
17,421
7,445
106,879
50,913
318,622

425,627

357,902

393,159

969,848

963,913

899,620

Units
Y/2010
(Absolute)

Units
Y/2011
(Absolute)

Units
Y/2012
(Absolute)

368,839

Units
Y/2008
(Absolute)

1,500,000

3,771
0
22,969
57,141
460,340

0

GABAPENTIN

GAPTIN

CONVENTIN
ADAPTAN

NEURONTIN

GABIMASH

LEPTICURE

1/31/2013

NEUROGLOPENTIN
GABALEPSY

GABAPENTIN


7

1. Market Overview

Sales trend

PREGABALIN – by value
2,500,000

2,000,000

1,500,000

1,000,000

500,000

0
Units
Y/2008
(Absolute)
LYRICA

1/31/2013

PREGDIN-APEX

Units
Y/2009
(Absolute)
PREGAVALEX

Units
Y/2010
(Absolute)
IRENYPATHIC

PAINICA


Units
Y/2011
(Absolute)
LYROLIN

Units
Y/2012
(Absolute)
KEMIRICA

HEXAGABALIN

8

1. Market Overview

Sales trend

PREGABALIN – by value
2,500,000

2,000,000

This is about 40%
market growth with
indicate special market
situation we need to
dig more about it

1,500,000

1,000,000

500,000

0
Units
Y/2008
(Absolute)
LYRICA

1/31/2013

PREGDIN-APEX

Units
Y/2009
(Absolute)
PREGAVALEX

Units
Y/2010
(Absolute)
IRENYPATHIC

PAINICA


Units
Y/2011
(Absolute)
LYROLIN

Units
Y/2012
(Absolute)
KEMIRICA

HEXAGABALIN

9

1. Market Overview

Our
competitors

1/31/2013

Primary


Secondary

10

1. Market Overview
Pregabalin &
Gebapentin
Market shares –
value 2012

Top Player Market Share 2012

NEURONTIN
KEMIRICA
2%
LYROLIN 3%
4%
PAINICA
6%
LYRICA
34%

IRENYPATHIC
6%

CONVENTIN
7%

PREGAVALEX
9%

GAPTIN
11%

1/31/2013

PREGDIN-APEX
18%


11

1. Market Overview

Top Player Market Share 2012

Pregabalin Defined Market shares – value 2012
PREGAVALEX
11%

IRENYPATHIC
8%

KEMIRICA
4%

PAINICA
7%

PREGDIN-APEX
22%

HEXAGABALIN
1%

Other
10%

LYROLIN
5%
LYRICA
42%

1/31/2013


12

Rx Overview
1/31/2013


13

2. Rx Overview

Prescribers %

Gabapentin Rx by Specialty %

4%

Pregabalin Rx by Specialty %

2%
2% 2%
3%

5%
29%

9%

0%
4% 2%

10%

13%
60%

19%
23%

13%
G.P.

ORTHO.

IM

NEURO/PSYCH

DERM.

OTORH.

ORTHO.

IM

G.P.

CARD.

SURG.

PULM

NEURO/PSYCH

DERM.

CARD.

GYN

1/31/2013

PULM


14

2. Rx Overview
LYRICA

Prescribers by disease in %

PREGDIN-APEX IRENYPATHIC PREGAVALEX

LYROLIN

PAINICA

HEXAGABALIN Total

-E14 DIABETES MELLITUS E10

32.00

35.94

18.67

18.47

13.06

18.67

2.58

139.39

-M54 OTHER DORSOPATHIES M50

35.26

19.35

16.71

31.40

16.10

16.71

-

135.54

-M48 SPONDYLOPATHIES M45

11.93

9.33

4.20

9.18

11.30

4.20

-

50.14

-M79 OTH SOFT TISSUE DIS M70

9.14

1.91

8.45

9.25

3.38

8.45

-

40.58

-G58 NER/NER RT/PLEX DIS G50

4.81

8.28

5.37

7.58

7.22

5.37

0.62

39.24

-B09VIR INF SK/M MEM LES B00

6.84

8.14

3.68

2.26

4.31

3.68

-

28.90

-G64POLYNE/OTH DIS PERIP G60

7.92

6.92

3.02

1.40

1.67

3.02

-

23.95

-M19 ARTHROSIS M15

4.57

-

-

-

0.88

-

-

5.45

-R69 GEN SYMPTOMS/SIGNS R50

1.67

2.01

-

1.12

-

-

-

4.80

-M43 DEFORMING DORSOPTHY M40

-

-

0.85

2.52

-

0.85

-

4.22

-Q79 CON MLFM MSSKEL SYS Q65

-

-

-

-

2.49

-

-

2.49

1/31/2013


15

3. SWOT Analysis
1/31/2013


16

SWOT analysis

S
O
1/31/2013

W
T

17

SWOT analysis

S

Price

2.

Availability

3.

1/31/2013

1.

Well known molecule


18

SWOT analysis
1.
2.

Non Competitive Price

3.

Brand Establishment

4.

W

Strength Availability

Low Prescription Rate

1/31/2013


19

SWOT analysis
1.

Highly growing market

2.

Current perception about Pregabalin and
its market growth over other molecules

3.

Shifty from Gebapentin to Pregabalin

4.

Diversify specialty

O
1/31/2013


20

SWOT analysis

1.

Well established competitors

2.

Multiple competitor

3.

Smaller packs and less prices

T
1/31/2013


21

4. Market Key Issues &
Strategic Imperatives.
1/31/2013


22

Market Key Issues & Strategic Imperatives
Below the main market key issues and strategies:
1.
2.
3.
4.
5.

1/31/2013

Establish efficacy & credibility
Capitalize on having a unique and un-comparable brand
Generation and growth of prescriptions in several indications
Shape the market of Pregabalin.
Being the first option generic brand in Pregablin market


23

5. Pricing
1/31/2013


24

Pricing
There are four main strategies regarding pricing :

Competitive pricing

Skimming pricing

1/31/2013

Differentiation pricing

Penetration pricing


25

Pricing
There are four main strategies regarding pricing :

Competitive pricing

Skimming pricing

1/31/2013

Differentiation pricing

Penetration pricing


26

Pricing
How can we compare prices with different concentration & number of tablets ??!!
We can use this Equation

Prices Index =

Price per tablet (Price / no. tablet )
X 100
Concentration

1/31/2013


27

Price Index
Price Index
10.00
9.00
8.00
7.00
6.00
5.00
4.00
3.00
2.00
1.00
-

1/31/2013


28

Pricing
From the price index before we can find that:
1.

HEXGABALIN is an average generic brand price.

2.

According to the market leader we are about 40% more economic that Lyrica

3.

According to PREGDIN-APEX (18% total market share ) we are slightly more expensive

4.

We do not have enough high concentrations, low value concentrations

1/31/2013


29

6. Source of business
1/31/2013


30

Rx

Prescribers %
Gabapentin Rx by Specialty %

4%

Pregabalin Rx by Specialty %

2%
2% 2%
3%

5%
29%

9%

0%
4% 2%

10%

13%
60%

19%
23%

13%
G.P.

ORTHO.

IM

NEURO/PSYCH

DERM.

OTORH.

ORTHO.

IM

G.P.

CARD.

SURG.

PULM

NEURO/PSYCH

DERM.

CARD.

GYN

1/31/2013

PULM


31

Indication %
Indication %
Others
8%
POLYNE/OTH DIS PERIP
5%
VIR INF SK/M MEM LES
6%

DIABETES MELLITUS
28%

NER/NER RT/PLEX DIS
8%
OTH SOFT TISSUE DIS
8%

OTHER DORSOPATHIES
SPONDYLOPATHIES
OTH SOFT TISSUE DIS
NER/NER RT/PLEX DIS
VIR INF SK/M MEM LES
POLYNE/OTH DIS PERIP

SPONDYLOPATHIES OTHER DORSOPATHIES
10%
27%

1/31/2013

DIABETES MELLITUS


Others

32

Source of business
Based on

RXs

We need to focus on below specialty:
1.

Ortho

2.

GPs

3.

Neuro

4.

IM

We need to focus on these indications:
2.

OTHER DORSOPATHIES

3.

SPONDYLOPATHIES
OTHER SOFT TISSUE DIS

5.

1/31/2013

DIABETES MELLITUS

4.

and indication

1.

NER/NER RT/PLEX DIS


33

7. Brand Vision &
Positioning.
1/31/2013


34

Vision

To be the generic of choice for neuropathic pain
Build a great credibility approach among doctors

1/31/2013


35

Mission
For re-launching HEXGABALIN we need different missions and strategies to build our brand
between this big market full of competitors

S
Build the
perception

1/31/2013

S2
Hitting the
competitors


S3
Fulfilling
the market
gaps

36

Positioning
In this busy market we need to take different approach to enter a market we do
not have a tangible differentiation points, we all had the same molecule and the
same average prices

We need to select and focus on powerful positioning strategy to
enter this market the right way

1/31/2013


37

Positioning strategies

1/31/2013


38

1st phase (two Q)
We will use this strategy to enter the market in different way to build a powerful perception and
create a good positioning
It is not for sales generation as we will target the unexpected market just for branding

1/31/2013


39


2nd phase (two Q)
We will use this strategy to enter the market in different ways to build a powerful perception
and create a good positioning

1/31/2013


40

8. Key Promotional
Messages
1/31/2013


41

Strategy
We will create a universal campaign for neuro specialty, using the same message and materials
for all specialties, then start customizing it for each indication.
1st phase
We will focus on neuro as an
anti-epileptic product

2nd phase
Hitting the competitors in
their main indication,
• in Diabetic nephropathy
• Ortho

1/31/2013

3rd phase
General neuropathic pain
product of choice, with
customized materials for
each indication


42

Strategy
We will create a universal campaign for neuro specialty, using the same message and materials
for all specialties, then start customizing it for each indication.

Gratefully our
honorable
st phase
1
competitors
already did this
We will focus on neuro as an
anti-epileptic product
step for us
regarding
awareness of
pregablin and
neuro molecule in
neuropathic cases

1/31/2013

2nd phase
Hitting the competitors in
their main indication,
• in Diabetic nephropathy
• Ortho

3rd phase
General neuropathic pain
product of choice, with
customized materials for
each indication


43

Creative
Idea
Generation

1/31/2013

To enter this busy market we need to
catch/different/reminding message.
 Differentiate our product from the competitor’s
 Address important customer buying criteria
 Highlight key product characteristics


44

Creative
Idea
Generation

1/31/2013

Marketing message should be :







Meaningful
Differentiating
Important
Sustainable
Believable
Credible


45

Creative
Idea
Generation

1/31/2013

HEXGABALIN
We need a brand name reminding message for 1st
phase market penetration


46

Creative
Idea
Generation

THE
HEXA

1/31/2013


47

THE
HEXA

HEXGABALIN
The HEXA reasons why you need to use Hexgabalin
The HEXA advantages of Hexgabalin
The HEXA indications of Hexgabalin
Etc..

1/31/2013


48

1/31/2013


49

9. Sales Forcaste
1/31/2013


50

Sales trend
Estimated 2013 sales
300,000,000
251,517,942

250,000,000
193,475,340

200,000,000
149,329,761

150,000,000

113,145,175

100,000,000

214,300,281

153,071,629

105,627,381

71,940,784

40,459,490
32,249,497

41,204,391

43,702,380

40,403,711

36,363,340

LE Sales
Y/2008
(Absolute)

50,000,000

51,729,996
29,594,234
22,135,762

72,708,987

LE Sales
Y/2009
(Absolute)

LE Sales
Y/2010
(Absolute)

LE Sales
Y/2011
(Absolute)

LE Sales
Y/2012
(Absolute)

LE Sales
Y/2013
(Estimated)

-

PREGABALIN

1/31/2013

GABAPENTIN

Total market


51

Sales Forecasting - value
We will forecast about 3% total market share for year 2013:
Total market 2013 = 250M LE

||

Hexgablin = 250M x 3% = 7.5M LE

That means 500% growth over last year

1/31/2013


52

Sales Forecasting - unit
After analyzing packs sales we found out below:

HEXAGABALIN

CAPS
150
MG 30

PREGAVALEX
CAP.GEL.HA
CAP.GEL.HA
RD 75 MG
20

CAPS
75 MG
30

1/31/2013

RD 300 MG
10

LARICA

PREGDIN-APEX
CAPS

CAPS 50
MG 20

CAP.GEL.HA
RD 75 MG CAPS
30 150 MG 20

CAP.GEL.HA
RD 150 MG
20


300 MG 20

CAPS
100 MG 20

CAPS 75
MG 20

CAPS 5
MG 20

53

Sales Forecasting - unit

√ The sales of 75mg caps overcomes 150mg by almost double share
√ The 50mg overtake the 75mg in some brands
√ Unsuccessful 300mg concentrations due to unknown reasons (needs field
research)
√ The smaller the pack, the larger the reach

1/31/2013


54

Forecaster 2013
Description

Price/RS Price/P
P
TT
Unit

HEXAGABALIN

Feb

Mar

Qtr. I

Apr

May

Jun

Qtr. II

Jul

Aug

Sep

Qtr. III

Oct

Nov

Dec

Qtr. IV

Total

2013

2013

2013

2013

2013

2013

2013

2013

2013

2013

2013

2013

2013

2013

2013

2013

unite

33%

Unit

Jan

33%

33%

12%

33%

33%

33%

12%

39%

37%

24%

41%

43%

29%

29%

35%

CAPS 75 MG 30

EGP
120.00 84.00

2,400

2,400

2,400

7,200

2,400

2,400

2,400

7,200

9,577

8,978

5,986

24,541

9,000

6,000

6,000

21,000

60,000

CAPS 150 MG 30

EGP
111.00 77.70

1,120

1,120

1,120

3,360

1,120

1,120

1,120

3,360

4,469

4,190

2,793

11,452

4,200

2,800

2,800

9,800

28,000

3,520

3,520

3,520

10,560

3,520

3,520

3,520

10,560

14,046

13,168

8,779

35,993

13,200

8,800

8,800

30,800

88,000

Total . Sales (units)
TotalT. Turnover (LE)

1/31/2013

288,624 288,624 288,624 865,872 288,624 288,624 288,624 865,872

1,151,72 1,079,74
1,082,34
719,826 2,951,288
721,560 721,560 2,525,460 7,215,600
2
0
0


55

10. The A&P budget
1/31/2013


56

A&P budget
We had four main methods to estimate our target

Fixed
percentage
of sales

1/31/2013

Same level
as
competitors

Task


Residual

57

A&P budget

Same level
as
competitors

1/31/2013

Due to market potentiality and our
positioning strategy we need to invest in our
brand till building our perception, then we
can take % from sales to update our
activities


58

Sales force Structure

To calculate sales force structure we need to
calculate number of doctors with their
potentiality in each governor
Based on our phasing criteria we will select
the right specialty.

1/31/2013


60

Sales force Structure
We will use the below equation to calculate each area potentiality, therefore number of medical
reps will cover it
SEC
class

# of
Visits/
doctors month

A

8

B

4

C

2

x 11 month

# medical reps =
# medical reps visits per year

1/31/2013


61

Key Innovative Projects.
To create a tipping point in our brand we need to make adramatic change in the market
characteristic to gain a noticeable market share

The
Concentration
VS packing

1/31/2013

The HEXA
indication
project


Chronic user
trade deal

63

13. Calendar of
activities.
1/31/2013


64

Calendar of activities.
Item
New Launches

2012
January

February

March

April

May
June
Facelifting Gel
New aftershave bottle

July
August
Shaving cream
aftershave cologne

September October

November

December Total
-

Promotion
Key Account

Buy two get one offer

Nothing else campaign

150+Blam offer

Instore activ

35,000

35,000

gel+balm

Wholesaler

BiC Bundle


20,000 Covarage*

gel+balm

20,000

Retail

BiC Bundle


10,000

gel+balm

10,000

El-Koshk
Communication

BiC Bundle

-

TV

-

Radio

120,000

280,000

160,000

Magazine

30,000

30,000

OutDoors

700,000

700,000

80,000

200,000
-

Online
Road Show

120,000
102,000

Summer
Total Budget

1/31/2013

-

-

-

-

240,000

-

102,000

50,000

Cairo

50,000

312,000

840,000


35,000

-

-

-

1,427,000

65

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