device for early detection for cancer breast

1. Breast Light
BUSINESS PLAN
Presented by: Dr. Ahmed El Zahabi

2. Breast Cancer
A Global Problem
Breast cancer is the second leading cause
of deaths in women today (after lung) and
it is the most common cancer among
women worldwide (23% of all new cancer
cases).

4. Breast Cancer
A Global Problem
 Incidence of acquiring breast cancer is higher
in the more developed countries than the
developing countries)
 The Incidence of mortality of breast cancer
is higher in developed countries comparing to
developing countries

6. Breast Cancer
A Global Problem
Although the incidence of breast cancer is much
higher in the developed world than in the
developing countries, we will find that the
mortality rate is only slightly higher

9. Breast Cancer
The Arab World
Breast Cancer is the most common cancer in
females in the Arab world and in a higher
percentage than the global data (23%)

10. 23 % Worldwide

11. Breast Cancer
The Arab World
 The Median Age of Breast Cancer Patients in
the Arab World is from 46 to 51 Years. Ten
years less than the Median age in the United
States which is 61 years.
 Breast Cancer is hitting a much younger
population of females in the Arab World
causing more Physical and Psychological
Damage to the Society

12. Age of Breast Cancer Female Cases
in Selected Arab World
Country Median Year
Egypt 49 Years
Saudi Arabia 47 Years
Kuwait 49.6 Years
Jordan 51.2 Years
Bahrain 47.6 Years
Oman 46.4 Years
Lebanon 48.7 Years

13. Breast Cancer in Egypt
Breast Cancer is the first cause of
mortality (21%) in all cancer female
patients

14. Breast Cancer is the most cause of
mortality in Cancer Patients in Egypt

15. Factors affecting Breast
Cancer Survival
Time since Diagnosis
Breast Cancer is a relatively slow progressing
disease, generally it is present several years
before diagnosis. Treatment should start
immediately after discovering the disease as
Survival rate decreases by time

16. Factors affecting Breast
Cancer Survival
Stage of the Disease
Stage 5 Years Relative
Survival Rate
0 100%
I 98%
IIA 88%
IIB 76%
IIIA 56%
IIIB 49%
IV 16%

17. Factors affecting Breast
Cancer Survival
Life Style related
 Parity & age at first birth
 Breast Feeding
 Oral Contraceptives
 Obesity & High Fat Diet
 Physical Activity
 Alcohol

18. Fighting Breast Cancer
EARLY DETECTION IS
CRUCIAL

19. Introduction to our
Marketing Strategy
We are designing based on the following interesting points
1. The incidence of Breast Cancer in the Arab Females is
increasing due to change of life style such as
 More relying on Artificial Milk instead of breast feeding
(Saudi Arabia and Gulf)
 Higher Use of contraceptives (All Countries)
 Increase of Obesity and more sedentary life (Saudi & Gulf)
 Increase age of first birth (all countries)

20. Introduction to our
Marketing Strategy
2. The median age of Breast Cancer in the the Arab
females is 10 YRS less than in the US so it is
affecting a younger generation and causing more
damage
3. As being developing nations the breast cancer
awareness is still very low and cancer is still widely
accepted between the public as a non curative disease

21. Breast Light
Positioning
Breast Light is your easy simple home
alternative to make sure your breasts are
healthy and free of any abnormal lesions no
matter of your age, menopausal state, breast
size or density

22. Breast Light
Market Segmentation
• Women above 40 YRS of Age
• Younger women who are more liable to Breast Cancer
(history of Breast Cancer in the family or on
contraceptive pills or those who do not breast feed)
• Post Menopause Women on Hormone Replacement
Therapy
• Previous Breast Cancer treated women for monitoring &
follow up

23. Breast Light
Marketing Strategy
Our Marketing Strategy is based on two dimensions
1. Differentiation on the level of
• Product
• Company Profile
• Process Excellence
2. Diversification on the level of Customer
Segmentation and marketing plans and tools

24. Breast Light
Marketing Strategy
On the product level
• Much more accurate than physical testing
• Let the woman simply see inside her breast
• Used at home unlike the mammogram
• Breast light is as accurate as mammogram in
confirming no presence of cancer

25. Breast Light
Marketing Strategy
On the Company Level
• Strong penetration within the Medical
Community
• Large experience in the Egyptian and Arabic
Markets
• Ability to drive strong media campaigns and
cooperating with right parties to drive success

26. Breast Light
Marketing Strategy
Diversification based on Customer Segmentation
• Different Age groups require flexible approaches
• Uniqueness of each country in the region
• Reaching out to social elite groups

27. Breast Light
Marketing Strategy
Diversification based on marketing approaches
towards
• General Female Population
• Breast Cancer Patients
• Doctors
• Patient Advocate Groups
• Pharmaceutical drug companies

28. Breast Light
Marketing Tactics
Promote Early Detection of Breast Cancer with Breast
Light through Public Awareness Campaigns through
1 Ads in Women Health Magazines/Websites
2 Posters for Pharmacies, Clinic waiting areas, Spas,
Gyms and ladies Beauty Saloons
3 Working with doctors (Family Doctors, Ob Gyn) to
increase awareness of breast examining with breast
light

29. Breast Light
Marketing Tactics
4 Participating in the activities of organizations and
groups that are interested in Breast Cancer such as
UNESCO, Pink Ribbon and other local groups such
as HOPE, BCFE…etc
5 Finding ways to work with Pharmaceutical
Companies as Roche and Sanoffi in their campaigns
to detect breast cancers at early stages.

30. Breast Light
Marketing Tools
Developing Breast Light Marketing tolls such as
1 Breast Light Posters, drop cards & Brochures
2 Breast Light TV and Media Ads
3 Breast Light Female Awareness Kits
4 Breast Light Breast Cancer Calculator
5 Breast Light Healthy Breast Questionnaire

31. Breast Light
Marketing Tools

32. SWOT Analysis
 STRENGTHS
1. Breast Light is a unique innovative product that is more reliable
and efficient in comparison to physical examination
2. Easy to be used simply at home
3. Negative Prediction of Cancer is equivalent to the mammogram
4. Lotus Middle East Pharma Strength and Market Experience
5. Lotus focused & dedicated team together with strong supply chain

33. SWOT Analysis
 WEAKNESS
1. Perceived expensive in some countries.
2. Mammogram is essential to identify Breast Cancer

34. SWOT Analysis
 OPPURTUNITIES
1. Very large female population
2. MOH in the Arab Countries and a lot of Female &
Patient Support Groups recently started Breast Cancer
Awareness Campaigns
3. In conservative societies, ladies will prefer it to the
physical examination at the doctors clinics
4. Lotus Middle East Pharma extended programs with
National Health Authorities in the region
e.g. Saudi Arabia (National Guard and MOH)

35. SWOT Analysis
 THREATS
1. High Percentage of illiteracy among older females
who still consider cancer incurable and refuse to test
2. Some conservative societies do not like to highlight
the breast cancer issue and media promotion of the
subject is difficult