DIABETES and its Types
Diabetes Type 2 Symptoms
Diabetes and Emotions
Idea of Rejuvenation.
Wholesale list price of US$ 4.86 per tablet.
Diabetes Specialists (Endocrinologists),
Primary Care Physicians (Family Doctors).
Safety advantages and the unique mechanism of action.
Not pitching its brand against any particular drug in the diabetes
TRADITIONAL WAYS OF MARKETING
Marketing to targeted doctors after the approval of the drug through /
with the help of :
Key Opinion Leaders (KOL)
Collaborating with Chemists and Distributors
Heavy DTC advertising was also a key component in the promotional
budget of most companies
Merck’s Transition to New Commercial Model
· Increase expertise, focus
and efficiency of reps
· Customize resources to
physician practice and
managed care environment
· Collaborate with health
plans to enhance
appropriate utilization and
improve overall care
· Leverage ongoing
initiatives with plans and
· Reduce number of reps
promoting same primary
care brand by up to 50%
· Decrease the number of
reps for major in-line
products by 1,500
· Redeploy resources to
support vaccine launched
· Initiate productivity pilots
· Broaden engagement with
· Increase reliance on
· Expand e-detailing and
· Invest “to win” in HPV and
NEW COMMERCIALIZATION STRATEGY
Merck wanted to move away from the commercial model.
This new strategy involved using fewer sales people and using
online or digital advertising.
Merck found that the productivity of its sales force had
Merck used television or video-detailing in about 50,000 offices.
Merck strove for better targeting.
DISEASE AWARENESS AND EDUCATION
Merck started a drive to
educate patients on
programsMerck used a series of
Merck was the first and
only healthcare company
to make these innovative
Map’ tools to promote
Combination of visual
learning techniques and
active dialog between
patients and healthcare
DILEMMA FACED BY PRODUCT MANAGEMENT
Position the product in later
stage of progressive
disorder (Ethical Motive)
Position it in earlier stage
of diabetes (Profit Motive)
SHARE OF PRESCRIPTIONS AND SAMPLES FOR
TYPE 2 DIABETES
Primary Care Physicians
For the week ending November 17, 2006.
For the two weeks ending November 17, 2006.
COMPETITORS OF JANUVIA
ALTERNATE COURSE OF ACTION FOR PRODUCT
Insulin Injection: It is simplified through
Insulin Pen, Insulin Pump, Insulin
Blood Glucose Monitoring Systems
"The global incidence of diabetes among adults aged 20–79
years old was 6.6% in 2010, and will increase to 7.8% by 2030.“
The global insulin pumps market was valued at $500m in 2009, and is
forecast to reach $1bn in 2016 at a CAGR of 9.7% from 2009 to 2016.
Technological advances have made insulin delivery devices less painful and invasive,
and easier to use. Quality of life is a significant factor in determining a patient’s choice of
The global insulin delivery devices market was dominated by Novo Nordisk
with 18%, followed by Eli Lilly and Company with a 16% market share.
Novo Nordisk is the market leader in the insulin pens
market with Flexpen and Novopen as their major products.