Esomeprazole®The most advanced PPI for acid regulation
summery : • Market Overview • Targeting and positioning • Prelaunch plan • Esomeprazole 5c’s insights • Direct to customer annual plan • Direct to consumer annual plan • Gantt expenditure • Simple campaigns ideas
POSITIONING MESSAGES PLAN ‘’1st choice’’ Most Once advanced daily• Hammering strategy: PPI Positioning Message plan • 5-6 Sequential visits/Dr. • Message related gimmicks, leave-behinds. • Identical messages for all team Higher Safest , am , pm ,pharmacies bioavailability promotional tool .
• Prelaunch plan • One---week Surveys • Ppi usage? which? why? better if? price sensitivity? cost-benefit concept? which cases? Competitor perception? Nexium problems? • 600 IM , grade ‘A’ physicians (30 / mr x 20) sample • 5-minutes paper-less questioner + pharmacies feedback • S.W.O.T ANALYSIS: • Rx weight (ims) • Pharmacies: availability, shelf stock (good mirror for its market share) • Tenders
• Product plan outlines: • Annual (4 differentiating positioning msg) • Branding , competitor management campaigns • Vertical marketing at first quarter • Tenders (acc. To price range) • Otc market • Niche marketing (CAMPAS, research based)
ESOMEPRAZOLE 5 C’S INSIGHTS Customer Consumer Competition Compound Channels• Physicians & • Targeted to • Focus on S-enatiomer • Distributors play a pharmacists are special class , tenders (price major role in the • Most advanced overcrowded by special cases range- KOL) availability at all the large no. of because of its • Safe pharmacies. GIT drugs price. • Weekly feedback • Higher • Shortage can different affect sales formulas & • There are some collection availability negatively. different prices. old established • SOV / MS to be • Slower cl.• Physicians know brands which measured each • Bonus strategy the importance stick to the quarter , then • Tele-sales PPI patients mind. monthly 2013 rewarding system• MR have to focus on pharmacies • Positioning at • MR rewarding systems (AVI concurrently Chronic patient success , sustainable with launch. mind that materials) to ensure higher price material implementations product is a miracle.
• Direct to customer tactics: • Message related gimmicks (e.g. Tied Stomach – shaped air freshner) • Ph measure • Events : Group meetings, round tables • KOL conference or testimonials • Crm program • Stealth competition management • FDA approved badge (on promotional tools) • 3d demo (how esomeprazole is the best) • 20-80 rule • VIP visits • sponsoring VIP customers post--marketing study
• Direct to customer tactics : cont . • Am tools: • Monthly meetings • Team campaigns • Insurance companies physicians • Pharmacies tools: • Strips card package (otc purpose) • Bonus plan • Our products stand
• Direct to consumer tactics • Seasonal campaigns • Field training : • patients awareness group meeting in slang language (no broker – real feedback) • Cd’s in clinic’s waiting rooms • Awareness materials • You tube classy real situations ads • Market development: • Different indications package (dosage form if applicable) – heart burn (chewable), vomiting (flavored)- flatulence (eff.granules)
GANTT EXPENDITURE • Calculated on average 40 MR. • Unknown product price , Marketing budget.