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How to Make Pharmaceutical Marketing Plan

How to Make Pharmaceutical Brand Plan.
A Step by Step Guide for Creating an Effective Marketing Plan for People in Career Transition

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How to Make Pharmaceutical Marketing Plan

  1. 1. How To Make Marketing Plan for Pharmaceutical Product MUHAMMAD ALI Email:phr_ali91@hotmail.com
  2. 2. phr_ali91@hotmail.com What is Marketing Plan? All of the strategies, including the four Ps and segmentation, targeting, and positioning, come together in the marketing plan. MUHAMMAD ALI 2
  3. 3. phr_ali91@hotmail.com Marketing Plan The marketing plan may be Product specific, market specific, or company-wide plan that describes activities involved in achieving specific marketing objectives within a set timeframe. A market plan begins with the identification (through market research) of specific customer needs and how the firm intends to fulfill them while generating an acceptable level of return. It generally includes analysis of the current market situation (opportunities and trends) and detailed action programs, budgets, sales forecasts, strategies, and projected financial statements. MUHAMMAD ALI 3
  4. 4. phr_ali91@hotmail.com Pharmaceutical companies Pharmaceutical manufacturing companies typically employ product managers to be responsible for the details of a particular medication. The product manager and his or her team usually assemble marketing plans for the specific products they oversee. Although reprinting a real company’s pharmaceutical marketing plan would be the best way to demonstrate marketing plans, the information contained in such a document is highly confidential. MUHAMMAD ALI 4
  5. 5. phr_ali91@hotmail.com MUHAMMAD ALI 5
  6. 6. phr_ali91@hotmail.com Content of Marketing Plan Executive Summary Situational Analysis  Disease Overview  Market Analysis  Competitive analysis SWOT Analysis Strategic planning  Segmentation  Targeting  Position Marketing Mix Objectives, Strategies, and Tactics Financial Outlook Control, Evaluation MUHAMMAD ALI 6
  7. 7. phr_ali91@hotmail.com Executive Summary MUHAMMAD ALI 7
  8. 8. phr_ali91@hotmail.com Executive Summary Overview of the marketing plan Highlights key areas, decisions, and expected outcomes. MUHAMMAD ALI 8
  9. 9. phr_ali91@hotmail.com ExecutiveSummary 9 • Total Pharma Market is Rs. 268.2 billion with a growth rate of 11.60%. • Anti Ulcerant (A2B) market is of Rs. 13.29 billion with a value share of 5%, growing by 14.72%. • Anti Ulcerant market is further divided in two therapeutic classes; – Histamine 2 Receptors Antagonists (A2B1) worth Rs. 1.76 bio growing by 3.87. – Proton Pump Inhibitors (A2B2) worth Rs. 11.08 bio growing by 16.62. • The largest pie of this market has been captured by Getz Pharma, together with Risek (Rs. 2.42 bio) & Nexum (Rs.1.05 bio) Getz is enjoying a value share of more than 3 Billion Rupees of PPI market. • Besides Risek & Nexum, Ruling, Esso has become a brand of Rs.737 & 728 m. • Despite fierce competition and much bigger stake holders in market, Brand X managed to make its footing by marking a value share of Rs. 30 million in the first year of Its launch. MUHAMMAD ALI
  10. 10. phr_ali91@hotmail.com Situation Analysis MUHAMMAD ALI 10
  11. 11. phr_ali91@hotmail.com Situation Analysis This section describes where your company stands at that moment in time. It includes background on past sales, major competitors, and explanations of recent sales and profit results. MUHAMMAD ALI 11
  12. 12. phr_ali91@hotmail.com Disease Overview •Prevalence rate in country; number of patients •Diagnosis rate •Percent of patients treated with product class (e.g. beta blockers) MUHAMMAD ALI 12
  13. 13. phr_ali91@hotmail.com MUHAMMAD ALI 13 Market Map – Quantification & Prioritization Bulls-Eye or Funnel Narrow the market by closing in, step-by- step, on the target population. Useful when the target market is a clearly defines subgroup of a broader group. Vitamin D deficiency 180 million 12.9 million CKD 101,145 Diabetes 100K Type II 93K On Insulin 22K Diabetes Patients (100K) Type II (92K) Type I (6K) Stress (2K) Co- Morbidity None 66K 2K 1K HEP. B, C 20 Million 1K .8K CKD** 25 Million 3K .2 Market Map Table Use the axes to show important subgroups of our market definition. Useful when the target market contains multiple sub-groups Target Market: 22K DIFFERENT OPTIONS TO DEPICT TARGET MARKET: * Chronic Heart Failure ** End Stage Renal Disease Target Market: 29K
  14. 14. phr_ali91@hotmail.com Market Analysis •What is the product category, its background, development, technology, stage in adoption and diffusion, and product life cycle, and where are these variables heading? •What are the nature and characteristics of consumer demand for the product? What are the sales trends associated with the product category (e.g., total sales, regional sales, year-over-year growth, seasonality, and competitive market share)? •What are current pricing trends, and how will these affect brand development and profit potential? MUHAMMAD ALI 14
  15. 15. phr_ali91@hotmail.com MUHAMMAD ALI 15 Market Definition – Summary Market Being Defined Size of Market Competition Current Treatment Classes / Approaches Market events / Milestones Target Market: Patients & Indications Current Customers » How do you define the market for your product? Disease state, indications, patients state (and other appropriate descriptor) » What is the HISTORICAL and PROJECTED size of your market (Pkr revenue of current treatments, # of patients, growth, etc.) » Separate out total market for the entire therapeutic area and the specific ‘market space’ where plays (informed by Market Map) » What are the current approaches/treatments? Approximate share of different treatment alternatives? » Physicians treating the disease; other customers / channels, e.g. patients / OTC, hospitals, pharmacies, government » Who are your competitors? Classification (e.g. primary, secondary), with some description (e.g. first line treatment, brand equity) » Key events that will fundamentally change dynamics (e.g., new competitors, new indications, patent expiry) and will require revision of market definition?
  16. 16. phr_ali91@hotmail.com Target Market: Patients & Indications  Current: female patients diagnosed with severe postmenopausal osteoporosis (PMO)  Potential market: all females and males with osteoporosis and osteopenia Size of Market  Market value of around Pkr100 million – 3 million women over 50 – 260,000 diagnosed as osteoporotic – 210,000 treated with medication; 90,000 on Drug X® Current Customers  GPs with interest in osteoporosis (account for ~80% of Rx’s)  Specialists with interest in osteoporosis (account for ~20% of Rx’s) — Endocrinologists, Rheumatologists, Geriatricians, Gynaecologist, Radiologists Competition Current Treatment Classes / Approaches Market Definition Example:  Diet and exercise  Vitamin D, Calcium + Vitamin D  SERM  Bisphosphonates  Key Competitors and Share of Patients:  Drug X: 42%  Drug A: 29% Timeframe  Late 2004 / early 2005 (Drug Y scheduled to launch)  Drug Z to launch in 2005  Drug B: 8%  Drug C: 8% MUHAMMAD ALI 16
  17. 17. phr_ali91@hotmail.com MUHAMMAD ALI 17 Market Size and Growth Market Size – VALUE 0% 5% 10% 15% 20% 0 100 200 300 400 2011 2012 2013 2014 Market Size – UNITS 0% 10% 20% 30% 40% 0 20 40 60 80 100 120 2011 2012 2013 2014 Growth Key Market Stats  Product Class market size (value)  Value growth and unit growth: CAGR and last year YOY USD GrowthUnits, MM
  18. 18. phr_ali91@hotmail.com MUHAMMAD ALI 18 Market Landscape Summary Summarize key points on market shares situation: Therapeutic Class vs Therapeutic Class • Total market division with therapeutic class and their share Molecule vs Molecule • Total Number of Molecules present in the class and their share Example • Anti Ulcerant market is further divided in two therapeutic classes; • Histamine 2 Receptors Antagonists (A2B1) cimetidine, Ranitidine etc. • Proton Pump Inhibitors (A2B2) worth omeprazole, esomeprazole, lansoprazole. Important Facts About Market Landscape 30% 25% 22% 13% 10% Market Share, USD Molecule 1 Molecule 2 Molecule 3 Molecule 4 Molecule 5 55% 17% 15% 8% 5% Market Share, Units Moelcule 1 Moelcule 2 Moelcule 3 Moelcule 4 Moelcule 5
  19. 19. phr_ali91@hotmail.com MUHAMMAD ALI 19 Molecule vs Molecule
  20. 20. phr_ali91@hotmail.com Competitive analysis •what is the overall view of and degree of competition in the product category? •Describe the major competition, its strengths, and weaknesses from a marketing perspective, such as the product itself (benefits), its pricing, and distribution. Where is the competition positioned in the minds of purchasers? •What are the trends in advertising (e.g., media spending, sales promotions, targets)? •Are there new developments expected from the competition, such as product improvements, changes in distribution, pricing, or advertising? MUHAMMAD ALI 20
  21. 21. phr_ali91@hotmail.com MUHAMMAD ALI 21 Competitor Summary (Value Wise) Summarize key points on market situation: » Brand X value, share and growth » Key competitors Chart Customize for » Brand vs Brand » SKU vs SKU (Strength vs Strength) Important Facts About Competitive Landscape Brand X Competitior 1 Competitior 2 Competitior 3 Competitior 4 Share (%) 37.3 15.06 4.8 4.17 3 Q 1 Sale (Million, Rs) 553.35 223.53 70.94 61.95 44.69 Growth (%) 7.2 0.93 21.9 19.8 70.1 7.2 0.93 21.9 19.8 70.1 0 10 20 30 40 50 60 70 80 0 100 200 300 400 500 600 700
  22. 22. phr_ali91@hotmail.com MUHAMMAD ALI 22 Competitor Summary (Unit Wise) Summarize key points on market situation: » Brand X value, share and growth » Key competitors Chart customize for » Brand vs Brand » SKU vs SKU (Strength vs Strength) Important Facts About Competitive Landscape Brand X Competitior 1 Competitior 2 Competitior 3 Competitior 4 Share (%) 37.3 15.06 4.8 4.17 3 Q 1 Sale (Million, Rs) 553.35 223.53 70.94 61.95 44.69 Growth (%) 7.2 0.93 21.9 19.8 70.1 7.2 0.93 21.9 19.8 70.1 0 10 20 30 40 50 60 70 80 0 100 200 300 400 500 600 700
  23. 23. phr_ali91@hotmail.com MUHAMMAD ALI 23 Brand vs Brand SKU vs SKU
  24. 24. phr_ali91@hotmail.com Drug by Specialist ‘ H (000) 12 M A2B Nexum Esso Risek Brand X Omega Ruling GP 942 57 29 74 82 55 41 PH 864 15.5 22 100 8 12 24 RMOs 804 20 35 109 7 27 20 Surgeons 508 5 10.3 103 1.7 4 6 Gyn 144 1.4 0.4 15 1 1 2 Card 345 1.4 2.4 47 ! 1 3 24 RX Overview Comments: We are covering the segments of GPs & Physicians and our current Rx share is coming from these 2 specialties only. However Surgery, Ortho, Cardio & most importantly RMOs need to be targeted. MIP A2B2 MUHAMMAD ALI
  25. 25. phr_ali91@hotmail.com MUHAMMAD ALI 25 Rx Prescriber Overview MIP
  26. 26. phr_ali91@hotmail.com MUHAMMAD ALI 26 Rx Indication Overview
  27. 27. phr_ali91@hotmail.com MUHAMMAD ALI 27 RX Indication Overview MIP
  28. 28. phr_ali91@hotmail.com Major Competitor Activities COMPETITOR PRODUCTS Theme ACTIVITIES INDROP-D (Neutro) Working on selected consultants. Phys, Gyne, Rheum, GPs. Personalize Activity on consultants. Wall Mounting and Chit Pads. Wall mounting on importance of Vit D3 like its role in dengue fever, Asthma Patients. CALCIFEROL (Global) Personalized Activity. Coverage in all specialty. Table reminders. Discount on specific customer SUNNY-D (Scottman) High discounts in market. Wall mounting. Brochures for patients information. BMD MUHAMMAD ALI 28
  29. 29. phr_ali91@hotmail.com MUHAMMAD ALI 29 Competitor Literature Laurus Gilead approved source Strong presence in Hepatic Segment Export Approved Brand API Import from FDA approved plant With aggressive souvenirs
  30. 30. phr_ali91@hotmail.com Brand review •for existing products, what are the current positioning, sales trends, and pricing history? •Where is the product in the product life cycle? •Internal Sales Analysis (Target vs Achievement) •GOLM (Growth Over Last Month) •GOLQ (Growth Over Last Quarter) •GOLY (Growth Over Last Year) MUHAMMAD ALI 30
  31. 31. phr_ali91@hotmail.com Product Life Cycles Sales Time Development Introduction Growth Maturity Saturation Decline MUHAMMAD ALI 31
  32. 32. phr_ali91@hotmail.com 0 10,000 20,000 30,000 40,000 50,000 60,000 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 MAT 12/2013 MAT 12/2014 MAT 12/2015 YTD 12/2016 Total Market Brand X MUHAMMAD ALI 32 ValueorUnits ValueorUnit +24.3% +55.5% +8.3% +2.2% +4.7% -22.9% +16.9% +14.1% Brand X vs. Market (Value or Unit and Growth)
  33. 33. phr_ali91@hotmail.com MONTHLY SALES TREND 390 416 444 435 444 454 353 328 375 349 355 340 364 368 224 292 287 307 271 301 308 84% 90% 79% 82% 77% 80% 104% 47% 28% 22% 16% 25% 21% 19% 0% 20% 40% 60% 80% 100% 120% 0 50 100 150 200 250 300 350 400 450 500 Jul'15 Aug'15 Sep'15 Oct'15 Nov'15 Dec'15 Jan'16 Target Sales 2015-16 Sales 2014-15 Ach. % GOLY ValuesinMillions Monthly Target Sales Till 28-Jan-16 Est. Closing Ach. % Values (in Millions) 353 339 368 104% MUHAMMAD ALI 33
  34. 34. phr_ali91@hotmail.com MUHAMMAD ALI 34 Sales Achievement 163 135 17 170 125 15 184 135 16 151 114 7 113% 100% 95% 85% 90% 95% 100% 105% 110% 115% 0 20 40 60 80 100 120 140 160 180 200 SKU 1 SKU 2 SKU 3 Target Latest Year Sales Latest Year Est. Sales Latest Year Sales Previous Year Ach. %
  35. 35. phr_ali91@hotmail.com Problems and Opportunities MUHAMMAD ALI 35
  36. 36. phr_ali91@hotmail.com SWOT •Opportunities and threats and some mention of the company's strengths and weaknesses versus the competition •Strengths, weaknesses, opportunities, and threats (SWOT) Evaluation of the internal strengths and weaknesses of the corporation, brand team, or product. •Similar evaluation of the external opportunities and threats posed by competition. •Assessment of the problems and opportunities created by this analysis. •What does this SWOT analysis mean to the company, the product, and even the competition? •What are the competitive advantages and disadvantages? MUHAMMAD ALI 36
  37. 37. phr_ali91@hotmail.com MUHAMMAD ALI 37 SWOT Analysis Internal Strengths WeaknessesExternal Opportunities Threats
  38. 38. phr_ali91@hotmail.com Strategic Planning MUHAMMAD ALI 38
  39. 39. phr_ali91@hotmail.com Marketing objectives and strategies Define high-level marketing objectives such as sales, market share, or formulary status. What strategies will be employed to achieve the marketing objectives of the firm? They are simply a matter of deciding where you want to be and when you want to get there. Is the purpose of your marketing plan to launch a new product or line of products? If so, your objective might read, “Achieve 10 percent market share within the first 12 months of product launch” MUHAMMAD ALI 39
  40. 40. phr_ali91@hotmail.com Objectives Qualitative: • To establish that the Brand X is the most economical quality Mecobalamin in the market having raw material imported from Europe. • To promote and establish that Brand X has better results in diabetic neuropathies and general signs & symptoms of malaise, fatigue, weakness, etc against Competitor X of Marker. • Because of the economy along with the quality, Brand X is a better choice than Competitor 2 of ABC Company. • To enhance the penetration of Brand X in orthopedics. • To establish that high Homocysteine level in blood is a risk factor for Atherosclerosis and Brand X has a vital role in protecting it. MUHAMMAD ALI 40
  41. 41. phr_ali91@hotmail.com Objectives Quantitative: Achievement of Formulation Units Value Injections 103,200 Rs. 16,962984 Tablets 110,400 Rs. 7,044,624 Market Share To increase the market share from 15.9% to 16.2% MUHAMMAD ALI 41
  42. 42. phr_ali91@hotmail.com Achieve 40,000 units sales with the value of 199 Million in year Convert competitor Dr’s on Brand X & Build New Prescribers through category development activities (Awareness in Dr’s) Qualitative Objectives Quantitative Objectives Objective MUHAMMAD ALI 42
  43. 43. phr_ali91@hotmail.com Segmenting and Targeting •Who are the customers? •What are the characteristics of the market segments? •Do customers have similar needs? •Are they accessible? •Target Indication segment wise •Target Indication with co-morbid disease •New indications and off label indications MUHAMMAD ALI 43
  44. 44. phr_ali91@hotmail.com Targeting Target Consumer / Indication Cardiac patients  CHF patients  Diabetic Patients  Stroke  Hypercholesterolemia  Hypertriglyceridemia Target Doctors  Cardiologist  Medicine Specialist  Diabetologist  General Physicians MUHAMMAD ALI 44
  45. 45. phr_ali91@hotmail.com Targeting Total Doctor Coverage PAN PAKISTAN Pulmonologists 10 62 Medical Rep 620 Physicians 20 1240 Cardiologists 5 310 GPs with Pulmonology practice 30 1860 Total KOLs 4030 Target Indications ASTHMA COPD (ACOS/Cough variant Asthma) MUHAMMAD ALI 45
  46. 46. phr_ali91@hotmail.com Competitive Advantage & Positioning Identification of competitive advantage Based on the SWOT analysis, what competitive advantages exist? Positioning Define the desired position for the product in customers’ minds. Consumer promise Statement summarizing the benefit of the product or service to the consumer. MUHAMMAD ALI 46
  47. 47. phr_ali91@hotmail.com MUHAMMAD ALI 47 Umbrella Positioning Statement – All Audiences < High-level description of core value proposition>  What is the core benefit of our product/ service solution?  How is what we are providing different from other treatment options? < Customer benefits Applicable Across All Audiences >  What functional and emotional benefits does the drug offer to all patients?  How are the functional benefits different from those of competitors? < Differentiated features and benefits >  What product attributes support the above functional benefits? Core Statement Customer Benefits Reasons to Believe ALL Target Audience For <…>  Who are all the key target audiences we are targeting (which physicians, patients, consumers, etc.)
  48. 48. phr_ali91@hotmail.com Illustrative Example: Umbrella Statement Target Audience For primary care physicians and urologists treating men with erectile dysfunction Brand X is the only PDE-5 inhibitor that safely provides patients with a 36-hour duration to treat erectile dysfunction Allows patients to be spontaneous with their partner and get back to normal » Duration of onset of up to 36 hours - offers greater flexibility as a result of longer duration » Fewer side effects than Viagra » ALL competitive therapies that have a 4 hour duration with additional side effects » Greater efficacy in most patients Core Statement Customer Benefits Reasons to Believe Behavioral Objective Prescribe Brand X instead of Viagra for current or lapsed Viagra users MUHAMMAD ALI 48
  49. 49. phr_ali91@hotmail.com Positioning Statement Target Audience 1. Pediatricians, Dermatologists, GPs & Allergists who are treating and prescribing emollients for atopic dermatitis 2. Pharmacists who diagnose and counsel AD patients 3. Caregivers who have infants or young children suffering from atopic dermatitis Brand X is a unique, clinically proven, non-steroidal flare-remission treatment that goes beyond skin barrier repair, effectively breaking the AD itch-scratch-worry cycle. Free from the vicious itch-scratch-worry cycle Core Statement Customer Benefits Reasons to Believe Behavioral Objective 1. Doctors/Pharmacists to prescribe/switch to Atopiclair as the first choice mono/combination therapy for the treatment and long term control of mild to moderate atopic dermatitis. 2. Caregivers to ask for/switch to Brand X as first choice mono/combination therapy for the treatment and long term control of mild to moderate atopic dermatitis. Clinical trials involving more than 600 patients, including the two landmark studies that are published in peer-reviewed journals that show highly significant results: 142 pediatric patients (43 days) 218 adult patients (50 days) • 77% treatment success vs 0% vehicle • 76% improvement in EASI score vs 13% vehicle • 78% improvement in itch reduction • 82% improvement in itch score • 91% of Atopiclair patients did not require steroid rescue medication • 94% of Atopiclair patients did not require steroid rescue medication Formulated specifically for atopic dermatitis with key ingredients working synergistically to reduce itch, repair and protect the skin barrier – benefits beyond barrier repair. Non steroidal – safe for long term maintenance. MUHAMMAD ALI 49
  50. 50. phr_ali91@hotmail.com Marketing Mix Objectives, Strategies, and Tactics MUHAMMAD ALI 50
  51. 51. phr_ali91@hotmail.com Strategies Strategies are the things you need to do to accomplish your objectives. If your objective is where you want your company to be, the strategy is the route you need to take to get there. For example, if the objective is to increase sales revenue, your strategies might be one or more of the following: ◦ Increase the average price on all units ◦ Increase overall sales volume ◦ Sell more of the higher-priced units ◦ Any combination of these MUHAMMAD ALI 51
  52. 52. phr_ali91@hotmail.com Strategic Level & Tactical Tools Consumer Level (Patient)  Free Medical Camps  Patient Educator (Diabetic Educator)  Public Relations Costumer Level (Doctor)  Samples  Give a ways  Seminars, Symposia, CME, RTD, LSP  Hospital/Ward Improvement Programs  Clinic Promotional Mix  E Marketing & Mobile Apps Distributor Level  Discounts  Corporate Relation & Image Chemist/Pharmacy Level  Discounts  Give a ways  Product Stand and Fliers Product Level  Pricing  Clinical Studies  CDP (Comparative Dissolution Profile)  Source of Raw Material  Clinical Trial or Bioequivalence  Product USP (Flavor or Dosage Form or Combination) MUHAMMAD ALI 52
  53. 53. phr_ali91@hotmail.com MUHAMMAD ALI 53 Pharmaceutical Marketing Mix Product Therapeutic Class Generic or Branded Dosage Form Frequency of dosing Efficacy & Quality of Product Price Competition Margins Treatment Cost Discount Promotion Detail Aid Clinical Papers CME Programs Symposia's / RTD Personal Selling International events Place Hospital Pharmacies Distribution strategy Supply chain and Storage Regulatory requirements Controlled versus non controlled
  54. 54. phr_ali91@hotmail.com Product How will the product be managed? How will product data and information from production, research, and development shape marketing mix decisions? MUHAMMAD ALI 54 For Example To provide an advanced, effective and convenient formulation for the management of uncontrolled hypertension. As we discussed that market trend is shifting from ARBs+Diuretic combination to ARBs+CCBs, so we will capitalize this as an opportunity and establish Brand X as a superior antihypertensive as compared to all other available options.
  55. 55. phr_ali91@hotmail.com Place what are the objectives with regard to market penetration, where the product will be sold, value-added services associated with the product? How will the product be distributed? MUHAMMAD ALI 55 Product X Pharmacies Institutional Distributors Medical & General Stores Hospital Pharmacies Patients Regional Distributors
  56. 56. phr_ali91@hotmail.com Price What are the pricing objectives, strategy, and tactics? Types of pricing: 1-Penetration pricing : is the pricing technique of setting a relatively low initial entry price, often lower than the eventual market price, to attract new customers 2-Skimming pricing: is a pricing strategy in which a marketer sets a relatively high price for a product or service at first, then lowers the price over time 3-Competition pricing: Method in which a seller uses prices of competing products as a benchmark instead of considering own costs or the customer demand MUHAMMAD ALI 56
  57. 57. phr_ali91@hotmail.com Price Comparison Brand Company Formulation Strength P. Size T.P M.R.P Unit cost (Rs.) (Rs.) Brand X ABC Company TAB. 500mcg 2 x 10's 70.13 82.5 4.12 INJ. 500mcg 1 x 10's 180.63 212.5 21.25 Brand 1 Competitor 1 Tab. 500mcg 2 x 10's 146.02 162.24 8.11 Inj. 500mcg 1 x 10's 470.9 523.22 52.32 Brand 2 Competitor 2 Tab. 500mcg 2 x 10's 127.5 150 7.5 Inj. 500mcg 1 x 10's 382.5 450 45 Brand 3 Competitor 3 Inj. 200mcg 1 x 5's 233.75 275 55 Brand 4 Competitor 4 Tab. 500mcg 10 x 10's 746.33 878.04 8.78 Brand 5 Competitor 5 Tab. 500mcg 1 x 10's 42.5 50 5 Tab. 500mcg 10 x 10's 345.95 407 4.07 MUHAMMAD ALI 57
  58. 58. phr_ali91@hotmail.com The Goal of Advertising MUHAMMAD ALI 58 Message Number of doctors Aware / or not aware Penetration No. of prescribers among aware doctors Prescription pull Goal : Maximize penetration & prescription pull sinking your message home
  59. 59. phr_ali91@hotmail.com Marketing Communication How doctors make Rx decision C O M M U N I C A T I O N Doctor Segments Category Benefits Outcome Assessment • Performance • Self-image • Patients acceptance Considered Rx Neutral Rx Reject Competitive Choices MUHAMMAD ALI 59
  60. 60. phr_ali91@hotmail.com Communication Mix (Visual Aid) 1st page contain  Tagline  Theme Mid pages contain  Disease prevalence  Clinical Studies (Molecules vs Molecules)  Molecule Superiority or Combination uniqueness Last page Contain  key selling points/propositions  Prescribing information (Indication, Side Effect and other Relevant details)  References  Pack shot of the Brand MUHAMMAD ALI 60
  61. 61. phr_ali91@hotmail.com MUHAMMAD ALI 61 Communication Mix (Visual Aid)
  62. 62. phr_ali91@hotmail.com Tactics Whereas strategies establish a broad outline of how you want to achieve your objectives, tactics are specific actions. “ Increase awareness among potential customers” is a strategy. “Develop a brochure to send to new prospects” is simply a tactic for implementing that strategy. MUHAMMAD ALI 62
  63. 63. phr_ali91@hotmail.com Promotion What forms of promotion will be employed? Personal selling? Advertising? DTC advertising? Will sales promotions be used? What role will packaging have on promotional issues? MUHAMMAD ALI 63
  64. 64. phr_ali91@hotmail.com Promotion Tools In-Clinic Promotional Mix Detailing Aid Leave Behind Material Samples Gift/Giveaways Out-of-Clinic Promotional Mix Clinical Trials/Studies Seminars/Symposia/Round Table Discussion Sponsorships Advertisements Public Relations Free Medical Camps Corporate Marketing Hospital/Ward Improvement Programs E-Marketing Mobile Apps MUHAMMAD ALI 64
  65. 65. phr_ali91@hotmail.com Strategic Imperative 1: “____” Audience(s) “____” Key Tactics Desired Outcome(s) Timing Cost xxx (please make these as specific, quantifiable, and measurable as possible) Jan-March 2015 xxx Mar-Sep 2015 xxx April 2015 MUHAMMAD ALI 65 Strategic Imperative Activation
  66. 66. phr_ali91@hotmail.com Purpose Media Description MMAs Patient awareness material RTIs To develop corporate image among patients and Physcians. Maximize prescription rate Focus To established image of Brand X and continuing prescription. Timing & Milestones Jan 2017 Focused Peads wards and GPs Development of KOL/A1 GPs Souviniers Patient/Physcians Awareness Activity MUHAMMAD ALI 66
  67. 67. phr_ali91@hotmail.com Local Speaker Programs Phase III Objective: Educate more Dr’s on Vitamin D worldwide updates WHAT WHO HOW WHEN WHERE Presentations by 30 Dr’s sent to Intn’l Conf. GP’s (users) Gather Dr’s at different venues for presentations by our Dr’s Qtr 2 All Regions Benefit: Feedback shows that this segment is prescribing other brands for no big reason and is willing to prescribe a good quality brand (with good image for which we want to do this activity). Also leverage these for future activities MUHAMMAD ALI 67
  68. 68. phr_ali91@hotmail.com Objective : Knowledge upgrade Topics: ACOS (Asthma COPD Overlaps Syndrome) and Brand X Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Total No. Of Doctors - - - 20 - - - - - - - - 20 Cost /Doctor - - - 80,000 - - - - - - - - 80,000 Total Cost - - - 1600,000 - - - - - - - - 1600,000 Tactic : International CME (Dubai) MUHAMMAD ALI 68
  69. 69. phr_ali91@hotmail.com Chemists’ favor gaining strategy: Chemist activities: Considering the fact that Chemists play a very important part in the better promotion of a product, this year also we have planned to focus on chemists as well along with the doctors. Therefore activities with the chemists will be done once in a quarter which could either be in the shape of gifts, hangings, wobblers, small envelops, plastic bags, writing pads, poster etc. MUHAMMAD ALI 69
  70. 70. phr_ali91@hotmail.com Brand Tactical Plan 70 CSF1: Behavioral objective N° Tactic / initiative When Who Lucrative monetary rewards Inter division projection of top achievers 1 • Lucrative Incentive Scheme for Sales Force • Monetary rewards for TOP SPO/RSM/SM (QTR) • Besides per pack incentive The highest value generating SPO till 31st Dec will get Rs. 50,000. • Best RSM based on % Achievement will also get Rs. 50,000 • Best SM will get reward of up to Rs. 30,000 2018 PM/B.U.H 2 • TOP SPO/ Month will be rewarded with certificate and letter of appreciation from DM&S • Photo of Best SPO & RSM will be placed in the room of D M & S, B.U.H. • Pictures of top achievers will be circulated in Brand X monthly update. 2018 PM/B.U.H Motivation & confidence boosting of field force MUHAMMAD ALI
  71. 71. phr_ali91@hotmail.com Financial Outlook Control, Evaluation MUHAMMAD ALI 71
  72. 72. phr_ali91@hotmail.com Scheduling and timing Setting time frames for evaluation of success MUHAMMAD ALI 72
  73. 73. phr_ali91@hotmail.com Timeline of Key Marketing Programs MUHAMMAD ALI 73 Program / Activity Description Start End Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 1 Nurse Education In Hospital round Tables 1-Jan-13 31-Mar-13 2 Program 2 Compliance 1-Mar-13 15-Jun-13 3 Program 3 Brand Choice 1-Apr-13 15-Jul-13 10 Program 10 Fulfillment 1-Sep-13 31-Dec-13
  74. 74. phr_ali91@hotmail.com MUHAMMAD ALI 74 Promo and Tactical Plan 2017 Activity Month-1 Month-2 Month-3 Month-4 Month-5 Month-6 Month-7 Month-8 Month-9 Month-10Month-11Month-12 PER SC Quantity Total Qty Cost/Unit Total Cost % of Sales Literatures Folders Patients Registration form Posters Disease Awareness Roll Up Standees DA TOTAL Giveaway Launch Gift For Drs. Giveways GA TOTAL CME (Social Event LSP/RTD/Ward Presentation) RTDs/Ward PPT. Rapid test screening CME Total SPB (Academic Services/ Ward Support) Academic Services/ Ward Support PCR iwatch strategy Total SPB Local & International Conferences Local Conferences International Conferences Total SPB Grand Total
  75. 75. phr_ali91@hotmail.com Forecasting and benchmarking What are the expectations for the product? Are there competitors or other products that can be used to set success metrics? MUHAMMAD ALI 75
  76. 76. phr_ali91@hotmail.com Years 2017 Last Q4 Q1 Q2 Q3 Q4 Units Value Units Value Units Value Units Value Units Value (00) Rs. (000) (00) Rs. (000) (00) Rs. (000) (00) Rs. (000) (00) Rs. (000) Tab. 192,2 9,784 242,8 14,843 332,2 21,168 460,0 29,353 580,0 37,010 Inj. 195,9 28,094 262,4 41,179 322,1 52,838 430,0 70,679 566,0 93,043 TOTAL 388,1 37,879 505,2 56,021 654,3 74,005 980,0 100,032 1,140,0 130,043 Growth (%) 47.89 32.1 35.17 30.0 Forecast Quarter Wise MUHAMMAD ALI 76
  77. 77. phr_ali91@hotmail.com MUHAMMAD ALI 77 First Year Forecast Brand Name PS Price Pkr Jan Feb Mar Qtr1 Apr May Jun Qtr2 Jul Aug Sep Qtr3 Oct Nov Dec Qtr4 Total 33% 33% 33% 12% 33% 33% 33% 12% 33% 33% 33% 41% 33% 33% 33% 35% Brand X 1 14 200 800 1,600 2,000 4,400 3,000 4,000 4,500 11,500 5,500 6,500 7,500 19,500 8,300 8,400 8,500 25,200 60,600 Brand X 2 10 300 400 600 1,000 2,000 1,100 1,250 1,300 3,650 1,500 1,750 2,000 5,250 1,800 1,900 1,950 5,650 16,550 Total Sales Unit Wise 1,200 2,200 3,000 6,400 4,100 5,250 5,800 15,150 7,000 8,250 9,500 24,750 10,100 10,300 10,450 30,850 77,150 Total Value 316,4 90 316,49 0 316,49 0 316,49 0 316,49 0 316,49 0 316,49 0 316,490 316,490 316,490 316,49 0 316,49 0 316,49 0 316,49 0 316,49 0 316,490 18,210, 290 Forecast Month Wise
  78. 78. phr_ali91@hotmail.com Incentive Policy Incentive policy base on three criteria very from company to company Percentage of Achievement against Target  Zero Pack Incentive (per pack policy) Value Wise MUHAMMAD ALI 78 % Achievement against Target Quarterly Payout 100% plus Pkr 15,000 100% Pkr 12,000 90% Pkr 10,000 80% Pkr 6,000
  79. 79. phr_ali91@hotmail.com MUHAMMAD ALI 79 Incentive Policy Value Wise Quarterly Payout over Pkr 300,000 Pkr 8,000 + Pkr 6.67 per Pkr1000 actual GM Pkr > goal Pkr 300,000 Pkr 8,000 Pkr 225,000 Pkr 7,000 Pkr 150,000 Pkr 6,000 Pkr 75,000 Pkr 5,000 Pkr 0 Pkr 0 Per Pack Incentives - MSO/ASM/RSM/ZSM/NSM MONTHLY - MSO/SMSO/FE Per Pack Incentive MONTHLY - ASM/RSM Per Pack Incentives MONTHLY - ZSM/NSM Per Pack Incentives Brand X 12 5 3 Brand X 10 3 2 Brand X 19 8 3 Brand X 13 5 3
  80. 80. phr_ali91@hotmail.com Budgeting Of course, each tactic has a price. Add up all that you plan to use and you know what your budget must be to achieve your goals. Assessment of marketing budgets and achievement of goals and objectives. MUHAMMAD ALI 80
  81. 81. phr_ali91@hotmail.com MUHAMMAD ALI 81 Promotional Expense Summary Promotional EXPENSES Expenses Samples Detailed Aid RX Pads Other Prom Mat AVP / RTD / Symposia Photos Films And Records Advertizing Gifts And Give Aways Doctors Obligations OPD Sittings Ward Donations Trials CRM Doctors Sponsors And Conferences - Local Doctors Sponsors And Conferences - International Social Events Sales Incentive PROMOTIONAL EXPENSES : (Only for Business Units) Promotional Expenses Promotional Expenses 100% 30,00,000 Sampling 25% 7,50,000 Gift 20% 6,00,000 Campaign 15% 4,50,000 Print 4% 1,20,000 Training 10% 3,00,000 Meeting 6% 1,80,000 CRM 15% 4,50,000 Incentives 5% 1,50,000 30,00,000
  82. 82. phr_ali91@hotmail.com MUHAMMAD ALI 82 2017 Budget % Sales Cost of Goods Sold Gross Profit DPE Local Conference - Doctor Sponsorship INTL CONGRESS - Doctor Sponsorship CME LITERATURE (Launch Qtr.) Promotional Expense DPE Total Incentive Training Sales Meeting Fixed Expenses Other Fixed Exp. Total Operating Exp. GPAPE Brand P&L Statement Brand P&L % of Sales 20 mg MRP Sales (Rs.) 3.1cr Less T.P Chemist Expense 15 % 2.7 cr Less D.P Distributor Expense 8 % 2.5 cr Less COGS 1cr Gross Margin (Rs.) 1.5cr Less Adv & Promo Exp 20% 30lakh Less Selling Expense 4% 6lakh Less Marketing Exp 20% 30 lakh Gross Profit Before Tax (PBT) 76,74,933 lakh
  83. 83. phr_ali91@hotmail.com Evaluation and feedback •What results are being achieved? •How does success or failure affect current plans, strategies, tactics? •What needs to change or remain the same? MUHAMMAD ALI 83
  84. 84. phr_ali91@hotmail.com Metrics – How to Implementation Performance Strategy Performance Business Performance  Number of sales visits  Availability of sales aids  Completion of speaker programs / conferences  Product website visitors  Amount of marketing spend on a given activity  …  Customer/ user beliefs, associations, perceptions on – Our product – Our company – Competition  Measurements of key behaviors – Product or model choice – Order size  …  Share of prescriptions, new prescriptions  Sales volume  Average sales price  Profitability (margin)  EBITDA  … Thought Starters Tactical Execution Perceptual Metrics Behavioral Metrics Financial Metrics Examples MUHAMMAD ALI 84
  85. 85. phr_ali91@hotmail.com Implementation Performance Strategy Execution Business Performance Metric Number of publications Percentage of Target Physicians who are familiar with[XYZ] Pathway Preference Share of [New Drug] compared to existing treatments Plan to Measure  Source: Marketing Department  Frequency: Monthly  Target: See Marketing Mix for key pubs  Source: Market Research Survey / Advisory board  Frequency: Quarterly  Target: 80% of Target PCPs; 90% of Target Rheums / Endos by Q4 2011  Source: Market Research Survey  Frequency: Quarterly  Target: 20% Preference Share with PCPs; 50% with Rheums / Endos by Q4 2011 Metric Number of conferences Percentage of Target Patients who agree they are at risk of fracture Plan to Measure  Source: Marketing Department  Frequency: Monthly  Target: See Marketing Mix  Source: Market Research Survey  Frequency: Quarterly  Target: 50% agreement under currently treated patients; 20% agreement amongst newly diagnosed patients by Q4 2011 Example: Osteoporosis MUHAMMAD ALI 85
  86. 86. phr_ali91@hotmail.com Pre-Launch Activities  Customer lists development  Chemist Survey  Meetings with Distribution & Sales Support Dept.  Three day training for Field Force. MUHAMMAD ALI 86
  87. 87. phr_ali91@hotmail.com MUHAMMAD ALI 87 Sales Force Allocation to Strategic Priorities Sales Force Deployment (with Base Case FTEs) Customer Segments Number of Physicians in Segment Coverage Goal 2015 Number of Physicians Covered Call Frequency (Visits Per Year) Prioritized Physician Segment 1 ______________ 200 100% A: 50 B: 50 C: 100 TOTAL: 200 A: 48 B: 24 C: 12 Prioritized Physician Segment 2 ______________ 300 100% 300 24 Other Physicians Segment 3 ______________ 500 80% 400 12 All Other Physicians Segments ______________ 1,000 30% 300 6
  88. 88. phr_ali91@hotmail.com MUHAMMAD ALI 88 Doctor Classification Total Doctor-150/MR Total No of MR 400 DOCTOR Dr/Mr Class A Class B GP 90 50 40 SUR 10 5 5 GAST 15 10 5 Physician 35 25 10 TOTAL 150 90 60
  89. 89. phr_ali91@hotmail.com MUHAMMAD ALI 89 Sales Force Planning MR Working Days Call/Day Call /Month Assumptions 1 24 10 240 200 24 10 48000 Dr Classification Dr/MR Call to Dr/Month Calls to Dr/Month Dr Total Class A 90 2 180 36000 Class B 60 1 60 12000 Total 150 240 48000 Dr by Specialty Dr/MR Class A class B Calls to Dr/Month Dr Total General Physician 70 45 25 90 25 115 pediatrician 35 20 15 40 15 55 Physician 35 20 15 40 15 55 Chest TB specialist 10 5 5 10 5 15 240/MR FIELD FORCE PLANNING
  90. 90. phr_ali91@hotmail.com Doctors Calls planned /month Prescriptions per month Prescriptions per year Total Prescriptions (300 sales officers) Chest physician 10*2=20 5*1=1 85 1020 306000 Consulting physician 30*2=60 10*1=10 45 540 162000 Pediatrics 15*1=15 10 120 36000 General practitioners 50*2=100 40*1=40 30 360 108000 Total 250 170 2040 612000 SALES OFFICERS CALLS PLANNING & Rx FORECASTING 90MUHAMMAD ALI
  91. 91. phr_ali91@hotmail.com MUHAMMAD ALI 91 “Make Your Marketing So Useful People Would Pay For It”
  92. 92. phr_ali91@hotmail.com Presentation For further presentation related to pharmaceutical sales and marketing visit my blog www.phrali.blogspot.com Some of my presentation are  Pakistan Pharmaceutical Market Overview  Pharmaceuticals Marketing Strategies  Pharmaceutical Sales in Pakistan  Marketing and sales roles in the pharmaceutical industry  New Launch Strategy & Product Cycle MUHAMMAD ALI 92
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How to Make Pharmaceutical Brand Plan. A Step by Step Guide for Creating an Effective Marketing Plan for People in Career Transition

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