a marketing plan that suits all SMEs and startups and traditional businesses

1. Template
Pharmaceutical
Marketing Plan
Mohamed Fathy
Company Logo

2. How To Design A Professional Marketing Plan
Executive
Summary
Budgeting
Product
Price
Place
Promotion
Sales force team
SWOT | PEST Analysis
Objectives’
Determination
Strategy
Segmentation
Targeting
Positioning
Differentiation
Monitoring programs,
Follow up &
Contingency Plans
Company Vision
Situation Analysis
Tactics
Implementation
Marketing Research
Forecasting Techniques

3. Situation Analysis

4. Product (A) – Sales Units
Product (A) Previous Year Current Year
(+/-)
Growth
Jan 22,000 34,000 50%
Feb 19,000 27,000 38%
Mar 18,000 18,000 0%
Apr 14,000 19,000 35%
May 20,000 33,000 62%
Jun 23,000 31,000 37%
Jul 25,000 25,000 0%
Aug 27,000 31,000 14%
Sep 29,000 32,000 10%
Oct 31,000 20,000 -30%
Nov 25,000 30,000 20%
Dec 16,000 30,000 87%
Total 277,000 340,000 22.7%
Year
Product (A)
Sales Units
7 Years Ago 60,000
6 Years Ago 90,000
5 Years Ago 120,000
4 Years Ago 145,000
3 Years Ago 160,000
2 Years Ago 180,000
Previous Year 280,000
Current Year
(Est.)
340,000
570,000
555,000
560,000
565,000
570,000
575,000
580,000
585,000
590,000
595,000
600,000
605,000
Estimated Sales - Current Year
Product (A) Current Year
Product A Target Est. Product A Ach.
95%
M.Fathy - Marketing Plan Template

5. IMS Feedback - Product (A)
Brand IMS Data - Units GR % IMS Data – Value GR %
Category Market All 143,000,000 - 10.7%
Own Product (A) 559.000 11.25%
Direct Competitor A 11,042,000 4.27%
Direct Competitor B 4,915,000 3.5%
Direct Competitor C 3,646,000 10.5%
Direct Competitor D 7,560,000 5.3%
Direct Competitor E 2,619,000 28%
Direct Competitor F 2,625,000 19.5%
Indirect Competitor Market All 5,360,000 20%
Indirect Competitor A 1,419,000 5%
Indirect Competitor B 736,000 0%
Indirect Competitor C 1,369,000 88%
M.Fathy - Marketing Plan Template

6. IMS Feedback - Product (A)
Rx Specialty Situation
Regional Sales Distribution
Competitor Analysis
& M.S.
IM, 75,000,
50%
ENT, 35,000,
23%
Ortho,
40,000, 27%
Product (A)
RX 150,000
IM, 44,000,
8%
Ortho, 450,000,
85%
GP, 20,000,
4%
Neuro,
15,000, 3%
Main
Competitor
RX 450,000
M.Fathy - Marketing Plan Template

7. Market Trend
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
2016 2017 2018 2019 2020
Lipid Lowering Agent Market - All
Statin Market
Atorvastatin Market
Rosouvastatin Market
Combination Market (Statin|Ezetamibe)
M.Fathy - Marketing Plan Template

8. Same Analysis for Products B, C, D, …..
M.Fathy - Marketing Plan Template

9. Current Situation Overview
44,000,000
30,000,000
38,000,000
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
50,000,000
Sales Value
Current Year Target Cumulative Sales Sept. Current Year Estimated Annual Cumulative Sales
68%
M.Fathy - Marketing Plan Template
86.3%

10. Current Year Marketing Expenses – Till Sept.
M.Fathy - Marketing Plan Template
No. Item | Cost LE Product (A) Product (B) Product (C) Product (D) Product (E) Total
1 Printing
2 Gifts & Gimmicks
3 Conferences
4 RTD
5 Field Expenses
6
7
Total Expenses 2.400.000
Sales Value – Until Sept. Cumulative 30,000,000
% of Expenses Sales 8%
Share of Expenses Rep Monthly 3,300 LE

11. Marketing Activities – Current Year
M.Fathy - Marketing Plan Template
Activity Number
% of Each
Region
Cost ROI Feedback
Conference Participation 6
Cairo 50% -
Upper 15%
A.V. Action
R.T.D
Stand Alone
Internal Training
New Brochure Campaign
Message
PR - Events

12. Marketing Spending Allocation
Online Marketing
30%
Offline
Marketing
30%
Events
20%
Direct Marketing
15%
Market Research
5%
• SEO
• Social
• Blogging
• Video
• Pay-per-Click
• Printing
• Television
• Radio
• Billboard
• Newspapers
• Magazines
• Mails, Promotional letters
• Phone text messaging
• Coupons
• Phone calls
• Catalog distribution
M.Fathy - Marketing Plan Template

13. 25%
51%
12%
1%
11%
New Product Launch Preparation
M.Fathy - Marketing Plan Template
Item Availability
Est. Launch Date √
Goods √
Sales Force Team
Training Manual
Samples
Printing (Brochure, Flyer, ..)
Flyer
Gimmicks
Launch Event Prep.
Distribution
Teasing Phase Prep.
• MS.
• GR.

14. Domestic Pharmaceutical Market
M.Fathy - Marketing Plan Template

15. Strategy Analysis
Generic Strategy
• Cost Leadership Strategy
• Differentiation Strategy
• Focus Strategy
Strategy Components
• Segmentation
• Targeting
• Positioning
• Differentiation

16. Marketing Research
Outcomes
• Message
• Commercial Ads
• Pricing
• Product Quality
• Testimonials
• Physicians’ Opinions
• New Molecule or new concept
• Distribution
• Staff satisfaction
• Salaries level
• New marketing trend
M.Fathy - Marketing Plan Template

17. PEST Analysis
M.Fathy - Marketing Plan Template

18. Key Issues of Situation Analysis:
• Expenses Vs. Sales
• New Market trends (PR, Event marketing, CME & Social marketing) & Competition actions
• Rx Situation
• Evaluation of different marketing channels
• Sales force team stability
• Evaluation of marketing campaigns
• Logistics & Stocks
• Evaluation of target segments
• Review target contribution per Q & Months
• Training programs evaluation & online training impact
• Internal Communication
• KOL, OTC & Pharmacy chains programs
• Market share analysis & Resource Utilization and allocation
M.Fathy - Marketing Plan Template

19. Examples of SWOT Analysis
S W O T
• Efficacy
• Safety
• Tolerability
• No interaction
• Innovative class
• Fast onset
• Supportive clinical trial
programs
• Skilled sales force team
• Company image
• Superior segment
knowledge
• Prescribers relation
• Pharmacoeconomics
expertise
• Weak R&D portfolio
• Lack of financial resource
• Lack of human resource
• Old manufacture
technology
• Lack know-how
technology
• Complex dosing regimen
• Low acceptance of new
molecule
• Low awareness
• Low premarketing activity
• Multiple product priorities
• Unmet market needs
• Market size
• High market growth
• High prices environment
• New way to promote
• Low market fragmentation
• Positive clinical outcomes
• Positive publicity
• New segments
• Treatment guidelines
support
• Chronic treatment
• Population aging
• High disease awareness
• Patient education
• Trade barriers reduction
• Tender business
• Competitor withdraw
• New, tough competition
• Economic problems
• Changing politics
• Sales seasonality
• Competitors mergers
• Technology breakthrough
out of hand
• Late market entry
• Be obsolete
• Patent expiration
• Generic launch
• New regulation
• Price wars
• Low patient compliance
• Bias to competitors
• Aggressive competitive
campaign
• Loss of customer base
M.Fathy - Marketing Plan Template

20. Objectives &
Forecasting
M.Fathy - Marketing Plan Template

21. Objectives – Next Year Forecast
M.S. %
Estimated Total Market
%
700,000
Unit
Product (A)
20,000.000
Value
%
800.000
Unit
Product (B)
12.000.000
Value
%
250.000
Unit
Product (C)
10,000,000
Value
%
320.000
Unit
Product (D)
5,000,000
Value
48.000.000 LE
Value
Total
M.Fathy - Marketing Plan Template
X-Price
- Product (A) … LE
- Product (B) … LE
- Product (C) … LE
Rational | Write Up
….
….

22. • Name your adapted strategy & rational
for that
• Mention S.T.P.D main points
• Keep profitable relationship with
current prescribers & pursue for more
vertical growth with current physicians
• Continue to attract new prescribers for
all the products, focus investment on
driving awareness and trial with new
prescribers & pharmacists
• Aim to penetrate new segments of
KOLs, OTC
• Reduce strategic gap

23. Market Share
Defend
Strategies
Fixed
Position
Defense
Flanking
Defense
Preemptive
Defense
Counter-
Offensive
Defense
Mobile
defense
Contraction
Defense
Erecting
Barriers to
Entry
Frontal
Attack
Leapfrog
Attack
Flank
Attack
Encircle
Attack
Guerilla
Attack
Market Share
Protection
Strategies
Leaders
Followers

24. What your
brand
does best
What
customers
want
What your
Competitor
does best
Winning
Zone
Losing
Zone
Risky
Zone
Dumb
Zone
Market
Segment
Brand
Name
Frame of
Reference
Differentiation Competitive Edge
In GERD
treatment
Product
X
Is the best
choice
Bcus it offers
long relief with
no side effect
Due to its innovative
drug combination
Among
selective
serotonin
reuptake
inhibitors
SSRI
Product
Y
Is the most
tolerable
Bcus it offers
superior
efficacy and no
side-effects
Due to its selective
serotonin receptor
actions
In
hormonal
replacemen
t therapy
Product
W
Is the
standard of
a new era
Bcus it covers
all body needs
By acting on central
and peripheral
specific receptors
Of all
analgesics
Product
Z
Is the only
long-lasting
product
That offer fast
relief and
tolerability
Due to its selectively
targeted effect on
COX2 receptors

25. Tactics

26. Item
Product (A) Product (B) Product (C) Total
Budget Budget Budget Budget
Printed materials
Gimmicks
K.O.L Service
Conferences
Stand Alone
A.V action & RTD
Field Service
Digital campaign
PR
Total
% 6% 5% 10% 7%
Actual Expenses Until Sept. …. LE
Next Year Target ….. LE

27. Commercial Ads, Event, PR, or CME Program Planning & Evaluation
Objectives
Encourage customer switch to a new, more
profitable formulation | to attack competitive
market leader brand
Timing Summer 2024
Location Egypt Market
Resources
required
Marketing Manager, Sales force team (45
members)
Critical
Deadlines
Feb. 2024: TV advertising campaign ready
March 2024: TV campaign aired
Rebate coupons placed in Pharmacies
Budget
250.000 LE for TV advertising campaign,
printing
Goals
Gain 100,000 units sales, capture additional
10% market share
Method of
Evaluation
Sales data & survey in 100 big Pharmacies
chain in big cities
Budget
Versus planned budget, vs. last
year, vs. competitors
Awareness
Pre- and Post- awareness,
preferences, liking of customers
Attitude
Pre- and Post- attitude regarding
company, product, … etc.
Media Coverage
Broadcast frequency, time, no. of
newspapers, …etc.
Positioning
Perceptual mapping vs.
competitors
Response
Generation
No. of calls, Emails, new
prospects
Sales
Units, value, new accounts,
orders per account & size

28. How to set the appropriate Budget for my Marketing Plan ?

29. Specialties
M.Fathy - Marketing Plan Template
Specialty No. Priority 1 P 2 P 3
IM 30 Product (A) Product (B) Product (C)
GP 15 Product (B) Product (C) Product (A)
Ortho 15
Surg 10
ENT 10
Uro 5
Derma 10
Dent 0
Total 90

30. Samples Requirements
Product (A) Product (B) Product (C) Product (D)
25.000 Units 25.000 8.000 20.000 Units
M.Fathy - Marketing Plan Template
Contribution Per Q
Q1
Q2
Q3
Q4

31. Training Programs
Training Topic Target Audience Date
Medical Background All Q1 & Q3
Basic Selling Skills Med. Reps Q2 & Q4
New Product Launch All Upon Availability
Presentation Skills Managerial Level Q1
Communication Skills Managerial Level Q3
M.Fathy - Marketing Plan Template

32. Sales Force Team Requirements
• Current Med Rep No.: 42 → Recommended 48
• Current District Managers No.: 8 → Recommended 10
• Sales Reps, Tender Manager, Training Manager, Field Trainer, Assistant P.M.
• Incentive Scheme impact & recommendations
• Salary level & Satisfaction
• Reward & Punishment rules
M.Fathy - Marketing Plan Template

33. Conference Participation Schedule
Event Date Cost ROI
M.Fathy - Marketing Plan Template

34. Overview
Two Years
Ago
Last Year GR%
YTD Sept.
Current
Sales
LE
Estimated
Oct, Nov &
Dec
Current
Year
Landing
Current
Year Target
GR% Ach%
Forecast
Next Year
GR%
Product A
Unit 4,000,000 4,500,000 11% 4,500,000 1,500,000 6,000,000 6,000,000 27% 96% 7,500,000 30%
Value 47,000,000 54,000,000 12% 45,000,000 15,000,000 60,000,000 70,000,000 28% 95% 90,000,000 30%
Product B
Unit 111,000,000 50,000 -56% 95,000 30,000 125,000 250,000 140% 48% 250,000 104%
Value 1,200,000 555,000 -55% 955,000 300,000 1,300,000 2,500,000 140% 48% 2,500,000 104%
Product C
Unit 33,000 44,000 22% 18,000 4,000 22,000 70,000 -26% 30% 70,000 -100%
Value 720,000 880.000 24% 530,000 140,000 670,000 2,300,000 -25% 30% 2,300,000 -100%
Product D
Unit #DIV/0! 50,000 30,000 80,0000 200,000 #DIV/0! 40% 400,000 389%
Value 0 0 #DIV/0! 480,000 280,000 780,000 1,900,000 #DIV/0! 40% 3,800,000 389%
Total Value 50,000,000 56,000,000 12% 56,000,000 14,000,000 70,000,000 77,000,000 30% 89% 95,000,000 35%
M.Fathy - Marketing Plan Template

35. YouTube Channel Link
https://www.youtube.com/channel/U
C6_EVh-ywOmcz0hQr4Zyl5A/videos
• Marketing Plan Design
• Pharmaceutical Business Plan
• Selling Skills
• B2B Marketing
• Marketing Research
• Omega 3
Facebook Group ‫انكلستوما‬ ‫بالستوما‬
https://www.facebook.com/groups/4
95054647884030
Facebook Page
https://www.facebook.com/Dr.Moha
medFathyTraining/?ref=pages_you_m
anage
M.Fathy - Marketing Plan Template