Phase 1 Topic : Brand Equity for an Oncology Brand

1. Durga Prasad
durga.prasad13@iimranchi.ac.in
Himanshu Lohani
himanshu.lohani13@iimranchi.ac.in
Sahib Singh Oberoi
sahib.oberoi13@iimranchi.ac.in
RPGLS: Going for Growth
Team Stoned Pilots

2. Creating Brand
Equity
Competitive
Benchmarking
Marketing
Model
Growth
Opportunity
Recommendation
Analysis
EXECUTIVE SUMMARY
Benchmarking done for
side-effects and price of
the Neolife portfolio
with other major market
players.
Work on improving value
proposition in market
where side-effect profile
and price offering is high
with a poor value for
customers.
Follow a framework of
Awareness and
Association both Online
& Offline
Understanding the
Core Customers:
Oncologists
Non: Core Customers:
Retailers
End Customers:
Patients
Conduct trials for
second and first line of
therapy to increase
efficacy and
to gain acceptance of
experts in oncology
Exploring opportunities
in Biosimilars
Enter the US generic
market with
Doxorubicin. If not
present already
Analyzing factors driving
Brand Equity
➢ WHY ?
➢ HOW ?
Exploring Oncology
Markets on the basis of
lifestyle habits and
environmental factors
• Analysis of prevalent
cancer types
Super Core model for
Chronic Disease to PULL
Demand
Exports :Developed
markets need a lot
more research and
regulatory
requirements, so we
need to hone our skills
in Asia and Africa
before moving to
developed markets
Exploit opportunities
where competitor’s
offering has high price
accompanied with higher
side effect profile.
Portfolio Analysis:
Neolife portfolio doesn’t
cater to
Prostate ,Ovarian, Head
and Neck & Renal
Carcinoma Cancer
Leverage Knowledge &
Social Capital of the firm
CREATE A SEGMENT OF
ONE- customer-centric
multi-channel marketing
Reach different
customers with different
value need
Effective Supply Chain
Management
Right focus to highly
specialized customers
Focus on development
of biosimilars. Reliance
Life sciences already
investing heavily
Apply for FTF in the US
market for drugs about
to go off-patent

3. CANCER MUSTIN EMCITABEN DOCEL CHEMOFIT ERUBIN ZUBIDOX LORTINIB
Lung
Breast
Cervical
Pancreatic
Gastric
Lymphoma
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
Chemotherapy
Targeted Therapy
➢ Selecting cancer with unmet need and introducing Novel High Cost Therapy
▪ Neolife portfolio doesn’t cater to Prostate, Ovarian, Head and Neck & Renal Carcinoma Cancer
▪ Chemo isn’t an effective therapy for Renal Cancer. High growth rate potential but lack of drugs is a restrain
▪ Ovarian Cancer - High acceptance for emerging immunotherapeutic
➢ Breast Cancer is preferably being regulated by Hormonal Therapy however Neolife only has a Chemotherapy
portfolio
➢ Need to promote Combination Therapy as standard therapy. Has high potential in Head and Neck Cancer Segment
➢ Seek drug approval for multiple cancer. Improve diversified usage
FRASTIM
(BIOSIMILAR)–
supportive care
✓
Hematology
COMPETITIVE
BENCHMARKING
CREATING BRAND
EQUITY
MARKETING MODEL GROWTH OPPORTUNITY
✓
REACHING OUT TO COMPETITORS’ CUSTOMER
For patients on Branded Generics it might be unsafe to switch brands. Some patients may have allergies or
intolerances to excipients. These issues need to be addressed by explaining the low side effect profile of these
drugs, especially for comparison with critical dose drugs
NEOLIFE PORTFOLIO ANALYSIS

4. SideEffectPotency(Decreasing)Price(Increasing)
Pfizer-8305
Dr.Reddy-7835
Filgrastrim Gemcitabien Docetaxel Geftinib Epirubicin Bendamustine
RPGL-6.7
Torrent-2.4
Roche-2.9
Dr.Reddy’s-
41.1
Eli Lily-4.5
Biochem-
12.6
Dr.Reddy’s-13.6
RPGL-14.9
Cipla-43.3
Cadila-2.4
Sun Pharma-2.6
RPGL-10.6
Cipla-17.6
Glenmark 4.5
Zydus-16.3
Cadila-14.9
RPGL-17.6
Astrazeneca-67.3
Pharmecia-13.1
Samarth Life17.8
RPGL-34.2
Alkem-49.7
Pfizer-2.4
RPGL-11.3
Emcure-
25.6
Natco-10.6
Reliance -17.8
Cadila-16.3
Dabur-13.6
Dr.Reddy-13.2 Indilina-42.1
Glenmark-46.7
Dr.Reddy-42.1
RPGL-3505
Cipla-3890
Biochem-1296
RPGL-1355
Dr.Reddy’s-1498
Cipla-1395
Eli Lily-1860
Dabur-3895
Dr.Reddy’s-3901
Cadila-2855
Cadila-400
RPGL-350
Samarth
Life-505
RPGL-505
RPGL-7256
Emcure-7700
Glenmark 973
Alkem-527
Roche-5169
Reliance Life-
2304
RPGL-2655
Torrent-2855
Ref: Buy medicine.org
COMPETITIVE
BENCHMARKING
MARKETING MODEL
• In the market of Gemcitabine,
Biochem Phrama offers a better
value proposition compared to
RPGLS-low side effects profile and a
lower price.
Similarly Sun Pharma in Docetexal,
Zydus in Geftinib, Samartha &
Pharmecia in Epirubicin, and Natco
in Bendamustine offer higher value
compared to RPGLS
Side-effects of the product and its
price influence its favorability
among its consumers & customers
• Need to work on improving value
proposition in market where side-
effect profile and price offering is
high with a poor value for
customers
• Similarly, exploit opportunities in
those markets where the
competitor’s offering is high priced
and is accompanied by a higher
side-effect profile
Side Effect Potency(ADULT) on a scale of 100 %, Price in INR
GROWTH OPPORTUNITY
CREATING BRAND
EQUITY

5. Actively nurturing
their social
contributions so
that the
employees are of
clear benefit to
the firm’s
reputation
The exchange
of knowledge,
‘knowledge
capital’ has
also become
a key driver of
brand equity.
BRAND EQUITY CREATION
CUSTOMER VALUE COMPANY VALUE
Reduce risk in drug usage choice for the physician
Reduced marketing cost (cheaper to retain
customers than finding new ones)
Increased patient commitment to continue
therapy
Improved Price
Increased post prescription satisfaction for the
physician( I have done the right thing-Used the
right brand)
Long Term Revenue stream post expiry
COMPETITIVE
BENCHMARKING
CREATING BRAND
EQUITY
MARKETING MODEL GROWTH OPPORTUNITY

6. TRAINING PROGRAMS FOR ONCOLOGIST ( Medical,Radaition ,Clinical & Surgical)
• There are only 30 regional care centers (RCCs) in India, wherein only five to six RCCs employ
skilled medical oncologists.*
• Oncologists are willing to look beyond Chemo and radiation ,to become comfortable with
new technologies, which will retrain their revenue potential
• Training programs will create a strong brand equity amongst these practicing Oncologists
AWARENESS
PRESENCE ON SOCIAL MEDIA PLATFORMS
• The majority of people nowadays research online before making a purchasing decision.
RPGLS Portal as a one stop for seeking answers to any cancer related query
• Drive a lot of WOM( Word of Mouth) about the brand
PUBLIC HEALTH AWARENESS CAMPAIGN
• Even though a lot of information on cancer medication is available online people still relate
with the old treatment regimes and hence are very apprehensive about related side effects.
Public health awareness campaign or free heath checkups to reach the consumer directly.
➢ Create a customer-centric multi-channel marketing, where the right information is delivered
to the right customers in a way that suits them, stronger relationships can be built.
➢ New cancer drug therapies gain maximum acceptance in Northern India
COMPETITIVE
BENCHMARKING
MARKETING MODEL
CREATE A SEGMENT OF “ONE”
* F&S Oncology Report,2013
GROWTH OPPORTUNITY
CREATING BRAND
EQUITY

7. Ref: Research scenario in India with Future Perspective,2010
Target by Life Style Habits and Environmental
Factors
Target by State wise depiction of most
incidents in cancer
➢ Tap each geographical area as per the Prevalent Oncology Market & create awareness campaigns for oncology
therapy involved and RPLS product accordingly
1,2 and 3 represent the highest,
second highest and third highest
incidences of that particular
cancer
M: Max cancer incidents in
Males
F: Max cancer incidents in
Females
Non-hodgkins Lymphoma
Lung Cancer
Gall balder Cancer
Cervical Cancer
Stomach Cancer
Oesophageal Cancer
Oral Cancer
Tongue Cancer
Breast Cancer
Ovary Cancer
Oropharyngeal Cancer
Prostate Cancer
Nasopharyngeal Cancer
Skin Cancer
Hypopharyngeal Cancer
Neck Cancer
BrainCancer
Laryngeal Cancer
COMPETITIVE
BENCHMARKING
MARKETING MODEL
Betel and nut, pan masala,
alcohol,opium & bhang
Smoking and hookah
Smoked meat, tobacco &
Smoking and hookah
Beetle nut chewing
Tuibur
Consumption
of beetle
leaves
Nuclear
Pollution
Improper
lifestyle and
poor dietry
habbits
Bidi & hookah smoking
Pan, masala, dohra and zarda
Gall stones
Air pollution
Tobacco use in different
forms
Bidi, smoking, alcoholism and
chewing pan
Pan masala, gutka and zarda
Data not available
GROWTH OPPORTUNITY
CREATING BRAND
EQUITY

8. ASSOCIATION
INSTITUTION SALES
• RPG Life Sciences needs to reinforce Institutional Sales to gain Brand Recall and high
awareness amongst practicing Oncologists and Institutions.
• Stronger marketing network with leading hospitals across the country
COMMUNITY INVOLVEMENT
• Involving NGOs, Private players, Corporate, Media Advertising, Road Shows
• Community based insurance programs for poor people and farmers
HEALTH CARD (similar to GSK’s Orange Card)
Significant discount on outpatient medications to seniors and others who have limited incomes
• Patients from the lower socioeconomic class are not always able to undergo the full course of
the treatment, therefore low compliance
LOYALTY
ADDRESSING AFFORDABILITY ISSUES, UNMET NEEDS
Tie-Ups with recent Universal Health Coverage (UHC) schemes (2014) by the Central
Government such as
• Free generic medicine scheme in Rajasthan and Tamil Nadu
• Introducing free diagnostic tests for all patients in public hospitals, Rajasthan
• Policy for free treatment to 25% of poor in private and super specialty hospitals in Punjab
COMPETITIVE
BENCHMARKING
MARKETING MODEL
Ref:IMS Heathcare Acess in India,2013
GROWTH OPPORTUNITY
CREATING BRAND
EQUITY

9. MARKETING MODEL FOR CANCER THERAPY
CORE CUSTOMER
( Oncologists)
END CUSTOMER
(Patient)
NON-CORE
CUSTOMER
(Retailer)
CUSTOMER
(Stockist)
CUSTOMER
(C& FA)
MARKETING &
SALES TEAM
Patients visit Chemist to buy
medicine either prescribed
by the Doctor or advertised
in the media
PATIENT IS MORE IMPORTANT:
Wants an effective Supply Chain
Management from prescribed
Company
Advertising & Online
Promotion create awareness
beyond the industry circles
• Sales Team should have a good
rapport with the Doctors to
PULL the demand for their product
Doctor-Retailer-Stockist-CFA-Company
• Physicians have varying prescribing habits
since different treatments
are available for different types of therapy
classes
• Conduct trials for first line therapy as well as
second-line of therapy to gain acceptance of
experts in oncology field
• The major strategy involves right
focus to highly specialized
customer i.e. Oncologist by well
trained team.-both Core and End
Customer
• Medical representatives to tap as
many doctors as possible and
generate prescriptions.
COMPETITIVE
BENCHMARKING
MARKETING MODEL GROWTH OPPORTUNITY
CREATING BRAND
EQUITY

10. COMPETITIVE
BENCHMARKING
MARKETING MODEL GROWTH OPPORTUNITY
➢ EXPLORING OPPORTUNITIES IN BIOSIMILARS
DRIVER
• Increased focus on targeted therapy and biological drugs which are much more effective than
standard chemotherapy and have much less side effects.
• Biosimilars offer a safe and effective alternative to originator biological therapies and potentially
significant cost savings to healthcare payers
Opportunity
• Biosimilars are promoted by European Regulatory bodies.US FDA has also approved biosimilars
in 2010. However, NO biosimilar has been approved yet in USA.
• Reliance Life Science is building an integrated Biosimilars business
RESTRAINTS
• The development, manufacture and licensing requirements for biosimilars are considerably
more rigorous than those for traditional generic drugs ( 8 yeras- & 75-250 Million USD)
• The cost savings are therefore unlikely to be as large with savings in the region of 15–30%
rather than 80%
➢ LEVERAGE EXPORTS TO DRIVE MARGIN
• In 2013 Sun Pharma was the only company supplying the generic drug Doxorubicin in the US.
• At the same time the drug was being supplied in India by more that 11 players including Dabur Pharma, Cadila,
Abbott, Elder. RPGLS manufactures the API in its own facility, we should consider the big market in USA
➢ THE FTF GRANTS/NEW DRUGS GOING OFF PATENT
• FDA has become very active in providing First-to-file(FTF) license to multiple generic players.
➢ When Cymbalta the blockbuster drug lost its patent, the US FDA gave FTF to 6 generic drug companies out of
which 5 were Indian.
• In the coming few years a lot of Blockbuster cancer drugs are going off patent like
Gleevec by Novartis, Xeloda by Roche etc.
Ref: Amgen Biosimilar Report & Business Standard
CREATING BRAND
EQUITY

11. THANK YOU