2. Executive Summary The purpose of this plan is to launch “Pluto, 2nd G TKI which is indicated as a single agent for the treatment of adult CML patients.
8. CONCLUSION We can focus on the following points in our strategic plan:
9. II. Strategic Objectives A. Mission Statement As a leading private pharmaceutical company in the Egyptian market, we are committed to develop and maintain our leading position in the pharmaceutical industry in a patient-centered environment. We strive to attain the highest health standard for our patients, regardless of their cultural or social differences.
10. B. Strategic Objectives Qualitative Objective Customer satisfaction: 1st choice for prescribing doctors, oncologists, haematologists, health care organizations and health insurance companies. Quantitative Objectives To be the 1st choice for treatment of at least 60% of imatinib-resistant and intolerant cases, with intention to increase to 80% within the next 5 years. To obtain a Return on Investment of at least 6:1 by the end of 5 years.
11. III. Strategic Formulation A. Product of Service Offerings Pluto: 2nd generation oral tyrosine kinase inhibitor Low SE and cost Rapid and durable response Ttt of Ph+ CML adult patients resistant and intolerant to at least one prior therapy
13. C. Marketing Mix Pluto ® 1500 LE/month Hematologists oncologists
14. IV. Strategy Implementation and Evaluation Resources: almost 2,000,000 LE for implementation support and advertisement. Assumptions: Resistance cases for imatinib represent 20% of all leukemic patients. Adverse events occurred in 20% of this population.
22. Feedback loop: Measure actual performance Compare to standards Establish control standard OK Not OK Trouble shooting Diagnose the cause Remedy the cause Identify the problem
