Business Model of Successful Organization

1. Sanjay K Singh
Current Scenario – As on Today..Indian
Market
PART – A
Oncology Market
New Delhi

2. Current Scenario – As on Today..Indian
Market
Oncology Market
1.MNC 2.Big Indian Pharma 3.Small Players
Sanjay K Singh
New Delhi

3. Oncology Market
MNC –
• Big Money Power
• Research Product
• High Volume
• Huge Expenses Nationally/Internationally
• All Options to Enter Any Hospital/Institute
Sanjay K Singh
New Delhi

4. Oncology Market
Indian Big Pharma Companies –
• Big Money Power
• 1 or 2 Off-Patent Product
• Extremely Big Field Force
• All Senior Veterans of Oncology
• Huge Amount Expenses on PR
• Big Push on even “Me Too” Products
• Better Brand Value Nationally/Int’ally
•All Options to Enter Any Hospital/Institute
Sanjay K Singh
New Delhi

5. Oncology Market
Smaller Companies / Local Indians
Companies
• All “Me 2” Products / Limited Market
• Entirely based on Profit Share Business
• No Financial Back up to survive Long
• Very Tough to Enter in Hospt/Corporates
• Very Tough to Enter Tender Govt Business
• Come & Go is General Phenomena
• Lack of Funds for Expansion/Salaries/Expns
Sanjay K Singh
New Delhi

6. Oncology Market – Today..
• All together 192+ Big Small/Local Players
• 95% Fight for “Me Too” Product Range
• Regional/Localized Business scenario
• Profitability too small to earn & share
• Getting Payment from Hospt. – Tough
• Business Rotation – Very Tough
• Cannot run Company with low Output
• Patients are smart / Technology driven
• Online Sellers another obstacle
Sanjay K Singh
New Delhi

7. Current Scenario – As on Today..Indian
Market
PART – B
Pain Management – Opioid Market
Cancer Pain Management
Sanjay K Singh
New Delhi

8. OPIOID MARKET – INDIA
99% Cancer Patients-Extreme Pain
99% Patients Needs Opioid Treatment
Cancer (Oncology) & Opioid
Medication are INTERDEPENDENT
80% Business Comes from Oncology
Sanjay K Singh
New Delhi

9. NDPS
Narcotic Drugs & Psychotropic
Substances
Sanjay K Singh
New Delhi

10. Narcotic Drugs
•
• Fentanyl Citrate Inj. 50mcg/ml – 2ml & 10ml
• Morphine Sulhate Inj. 10mg/ml & 15mg/ml
• Morphine Sulphate Tab. 10mg / 20mg / 30mg / 60 (NR/CR)
• Pethidine Hcl Inj. 50mg/ml & 100mg/2ml
• Buprenorphine Transdermal Patches 5/10 & 20mcg
Sanjay K Singh
New Delhi
FENTANYL TRANSDERMALPATCHES 25mcg/hr & 50mcg/hr
Only ONE Product (Fentanyl Patches) Enough to Make Inroads into
Oncology from Day 1
Other Range Not Mandatory as Stiff Price Competition & Low Margins
Instant Recognition by Oncologists / Instant Business Rolling
Makes Easier for Other Chemo Range Business Much Faster & Smoother

11. PSYCHOTROPIC DRUGS
Most Common
• KETAMINE INJ.
• PENTAZOCINE INJ.
• TRAMADOL
Sanjay K Singh
New Delhi

12. ANAESTHESIA / CRITICAL CARE DRUGS
Most Common & In Demand
• ATRACURIUM 2.5ml/5ml/10ml Inj
• BUPIVACAINE 2.5mg/5mg/Heavy
• ROPIVACAINE 0.2/0.5/0.75%
• PROPOFOL 10ml/20ml
• VECURONIUM 4mg/10mg
• CISATRACURIUM 2mg/ml
• MIVACURIUM 2mg/ml
Sanjay K Singh
New Delhi

13. LOGICAL ONCOLOGICAL RANGE
Most Common & In Demand
• AXITINIB 1mg/5mg
• LENVATINIB 4mg/10mg
• NINTEDANIB 100mg/150mg
• DASATINIB 20/50/70/100mg
• LAPATINIB 250mg
• EVEROLIMUS 5mg/10mg
• SUNITINIB 12.5mg/25mg
Note : All ORAL Form (VV Important)
Sanjay K Singh
New Delhi

14. IDEAL ONCO/CC DIVISION PRODUCT MIX
As a Launching Division – A Beginner
• 3 to 5 Latest Chemo Range (All Oral)
• 3 to 5 Anaesthesia/CC Range
• 1 Cancer Pain Management (NDPS)
• 1 to 2 Onco-Nutrition / Support
• 1 to 3 Animal Health Prodt (May be)
LOGIC = 1 Sales Person Covers
Oncologist/Anaesthesia/CC/Pain Mgmnt and
Animal Health
Sanjay K Singh
New Delhi

15. 4.5%
55%
40%
0.5% 0%
Fentanyl Transdermal Patch : SALES
TREND & CONTRIBUTION
12.5mcg
25mcg
50mcg
75mcg
100mcg
Sanjay K Singh
New Delhi

16. 40%
20%
20%
5% 15%
Morphine Tab. : Market Sales Scanario
Morphine Tab. 10mg
Morphine Tab. 20mg
Morphine Tab. 30mg
Morphine Tab. 60mg
Morphine Tab. SR/CR
Sanjay K Singh
New Delhi

17. 10%
90%
Morphine Inj. : Market Sales Scenario
Morphine Inj. 10mg
Morphine Inj. 15mg
Sanjay K Singh
New Delhi

18. 75%
25%
Fentanyl Inj. : Market Sales
Scenario
Fentanyl Inj. 2ml
Fentanyl Inj. 10ml
Sanjay K Singh
New Delhi

19. 11%
62%
27%
5mcg
10mcg
20mcg
Buprenorphine Patches : Sales Trend
Sanjay K Singh
New Delhi

20. WHY NARCOTICS or CANCER PAIN
MANAGEMENT
• Instant Identity in the Competitive Oncology Market
• Ensures smooth Entry to Chambers(Doctors) & Hospitals
• Availability is a big Issue
• Almost Every Cancer Patient faces Extreme Pain
• Lesser Number of Players (Companies)
• Helps in branding – both the Field Force & the Company
• For Oncologists – there is no way out for Cancer Pain
• There is NO SINGLE Hospital or Even Small Nursing Home
that does not deal with Acute & Chronic Pain
• User Base is Huge
Sanjay K Singh
New Delhi

21. Oncologist
Anaesthesia / Critical
Care / Pain
Management
Pet Clinic / Zoo /
Poultry Farm /
Animal Health
De-Addiction
Centres
PAIN
This is How it Goes…Narcotics Required All Over
Sanjay K Singh
New Delhi

22. INDIAN PAIN MANAGEMENT MARKET
• Estimated at Approx. 105 Crore
• Projected to be at Rs. 175 Cr by 2025
[ Narcotic Based Products – Cancer Care ]
Sanjay K Singh
New Delhi

23. COMPETIRORS
• VERVE Healthcare Ltd.
• RUSAN Pharma Ltd.
• THEMIS Medicare
• NEON Laboratories
• TROIKAA Pharma
• SANDOR
Others :
• Quality Drugs
• Modi Mundi Pharma
• Celtiss Therepeutics
• FARBE Pharma
Sanjay K Singh
New Delhi

24. SWOT Analysis : VERVE Healthcare
Strength-
Seasoned Player – Almost 2 decades
Own Manufacturing Setup
Complete Range of Narcotic Products
Extensive Network – Pan India
Original Innovator Fentanyl Patch (J&J)
Weakness –
No Presence in Oncology
Only Limited with Anaesthesia & Palliation
Marketing issues
Orthodox in approach
Operates with Various names (Also blacklisted)
Sanjay K Singh
New Delhi

25. SWOT Analysis : Troikaa Pharma
Strength-
Big Player in Anaesthesia
Own Manufacturing Setup
Huge PR Activity – Big Expense on Conferences
Extensive Network of Dealers Pan India
Good Presence in Most of the Hospitals– Pan India
Huge Team of Marketing Persons (Above 100)
Weakness –
No Presence in Oncology
Only Limited with Anaesthesia & Critical Care
No Fentanyl Patches
Typical Pharma Style of Working
Sanjay K Singh
New Delhi

26. SWOT Analysis : THEMIS Medicare
Strength-
Big Player in Anaesthesia
Own Manufacturing Setup
Complete Range of Narcotics
Extensive Network of Dealers Pan India
Good Presence in Most of the Hospitals– Pan India
Huge Team of Marketing Persons (Above 100)
Weakness –
No Presence in Oncology
Only Limited with Anaesthesia & Critical Care
No PR Activity or Conference Participation
Typical Pharma Style of Working
Sanjay K Singh
New Delhi

27. SWOT Analysis : RUSAN Pharma
Strength-
Very Old Player with Huge Export Business
Own Manufacturing Setup… including Fentanyl Patches
Approvals in So Many Big Govt. Institute
Huge Tender Business
Complete Range of Narcotics
Huge Team of Marketing Persons (Above 100)
Weakness –
No Presence in Oncology
Only Limited with Anaesthesia & Critical Care
No PR Activity or Conference Participation
Bad Pay Master – Marketing Week
Sanjay K Singh
New Delhi

28. SWOT Analysis : NEON Labs
Strength-
Very Old Player / Reputed Name in Anaesthesia/CC
Own Manufacturing Setup… EXCEPT Fentanyl Patches
Heavy Discount to Dealers / Institute
Huge Tender Business
Complete Range of Narcotics
Product Quality Acceptable / Huge Conference Expense
Weakness –
No Promotion in Oncology by the Company
No Field Force – All Sales via Dealers (Special Rates)
Only Limited with Anaesthesia & Critical Care
Completely dealer/distributor oriented business
Sanjay K Singh
New Delhi

29. PRODUCT SOURCING - Narcotics
Fentanyl Patches – Sparsha Pharma, Hyderabad
Buprenorphine Patches – Sparsha Pharma, HYD
Morphine Inj. & Fentanyl Inj. & Pethidine Inj. &
Morphine Tab. –
RUSAN / NEON / APEX LAB / THEMIS / TROIKAA /
FARBE PHARMA
Sanjay K Singh
New Delhi

30. LICENSING & DOCUMENTATION
Valid Drug License 20A, 20B, 21A, 21B
Valid NDPS License ND1/ND2
Registration with NCB – Qtr. Report
Allocation of Adequate Quota
Form 3C
Form 6
2 Years Sales / Purchase Record
Sanjay K Singh
New Delhi

31. Kindly Note –
There is NO SINGLE Company in
INDIA having –
Complete Oncology & Narcotics
Range.
So the Target –
Oncology/Anaesthesia/Pain
Management/Animal Health.
1 Person = 4 Specialities
Sanjay K Singh
New Delhi

32. Please feel free to
make your Query /
questions, if any.
Thanks.
Sanjay K Singh
New Delhi