1. Value of Awareness, Education,
Training on Therapeutic
Motivation & Compliance of
Diabetic Patients
by Manas Kanungo

2. Brazil: Lilly / Roche (BMC) Business Results
THE HARVARD - JOSLIN - SBD PROGRAM in Brazil
OBJECTIVE
“ PROVIDE EDUCATIONAL & CLINICAL TRAINING TO ENHANCE
THE QUALITY OF DIABETES CARE IN BRAZIL ”
1996 – 1998
Source: Internal Data
Copyright 2009: Manas Kanungo 2

3. Brazil: Lilly / Roche (BMC) Business Results
THE HARVARD - JOSLIN - SBD PROGRAM
SPECIFICS:
• INCREASE AWARENESS OF DIABETES w/MEDIA, INFLUENCERS, PROFESSIONALS
• PROVIDE EDUCATION MATERIALS, TOOLS FOR PROFESSIONALS, PATIENTS
• PROVIDE CLINICAL TRAINING FOR DIABETES PROFESSIONALS:
ENDOCRINOLOGISTS, DIABETOLOGISTS, PRIMARY CARE PHYS., GENERAL PRACTITIONERS,
PSYCOLOGISTS, NURSES, DIETICIANS, NUTRITIONISTS, PHYSIOTHERAPISTS, ODONTOLOGISTS
Copyright 2009: Manas Kanungo 3

4. Brazil: Lilly / Roche (BMC) Business Results
THE HARVARD - JOSLIN - SBD PROGRAM
DETAILS:
• A 3 - Yr PROGRAM TO HELP DEVELOP THE DIABETES MARKET IN BRAZIL
• CONTENTS and IMPLEMENTATION CO-DEVELOPED and CO-MANAGED
BY HARVARD MEDICAL INT’L, JOSLIN CLINIC, and BRAZILIAN
DIABETES ASSOC. (SBD)
• PROGRAM COST: $ 2.1 MM - ELI LILLY: $ 1.5 MM FOR ALL PHYSICIANS
- BMC / ROCHE: $ 0.6 MM FOR ALL EDUCATORS
Copyright 2009: Manas Kanungo 4

5. Brazil: Lilly / Roche (BMC) Business Results
THE HARVARD - JOSLIN - SBD PROGRAM
PHYSICIANS PROGRAM
1. TWO DEDICATED, BY INVITATION ONLY, SYMPOSIUMS ATTENDED BY
1,200 ENDOCRINOLOGISTS (WHO PRE-PAID THEIR ATTENDANCE COSTS)
2. FIFTY EIGHT PROFESSIONAL COURSES & WORKSHOPS IN 58 CITIES,
ATTENDED BY 4,969 GPs AND 5,493 DIABETES PROFESSIONALS
3. TWELVE FELLOWSHIPS TO H-J FOR EMERGING ENDOCRINOLOGISTS
Copyright 2009: Manas Kanungo 5

6. Brazil: Lilly / Roche (BMC) Business Results
THE HARVARD - JOSLIN - SBD PROGRAM
EDUCATORS PROGRAM
1. TWO MEETINGS ATTENDED BY CORE TEAM OF 21-33 EDUCATORS
2. TWENTY THREE COURSES IN AS MANY CITIES ATTENDED BY 2,570:
NURSES, NUTRITIONISTS, PHYSIOTHERAPISTS, PHYSICAL TRAINERS,
PHARMACISTS, ODONTOLOGISTS, SOCIAL SERVICE WORKERS,
STUDENTS, AS WELL AS GPs AND PSYCOLOGISTS
3. LILLY GLOBAL PROGRAM & TRAINING FOR FOUR AT JOSLIN CLINIC
Copyright 2009: Manas Kanungo 6

7. Brazil: Lilly / Roche (BMC) Business Results
THE HARVARD - JOSLIN - SBD PROGRAM
DIABETES BUSINESS OUTCOMES
1. RE-ESTABLISHED LILLY’S CREDIBILITY AFTER RE-ENTRY IN BRAZIL
2. ACCLAIMED & RECOGNIZED AS DIABETES LEADER BY 83% OF ENDOS
3. SHARE GAIN FOR LILLY ONE YEAR AFTER LAUNCH: 4.2%
4. ACHIEVED #1 IN BRAND RECOGNITION, RECOMMNEDATIONS, AND LEADERSHIP
IN MONITORING BUSINESS IN ONE YEAR; #1 SHARE (>40%) IN 2 Yrs
Copyright 2009: Manas Kanungo 7

8. Brazil: Lilly / Roche (BMC) Business Results
THE HARVARD - JOSLIN - SBD PROGRAM
DIABETES BUSINESS OUTCOMES … contd.
5. NEW DIAGNOSIS INCREASED TO 29% IN TWO YEARS
6. TEST FREQUENCY INCREASED FROM 3-4 / MONTH TO 3-4 / WEEK
7. SIGNIFICANTLY RAISED COMPETITIVE BARRIERS FOR NEW ENTRANTS
8. SALES TEAM RECOGNIZED AS # 1 FOR ITS KNOWLEDGE OF:
- DIABETES, PRODUCT AND TREATMENT
- EDUCATION AND TECHNICAL MATERIALS
Copyright 2009: Manas Kanungo 8

9. Brazil: Lilly / Roche (BMC) Business Results
OCT ‘97 SURVEY RESULTS - 200 ENDOs*
• ALL WORK IN PRIVATE CLININCS, 65% WORK IN HOSPITALS WHERE THEY HAVE
INFLUENCE OVER THE MONITORING SYSTEM PURCHASED
• 17% OF THEIR DIABETIC PATIENTS ARE TYPE -I, OF WHICH 58% USE MONITORS
• 79% OF THEIR DIABETIC PATIENTS ARE TYPE -II, OF WHICH 33% USE MONITORS
• MOST RECOMMEND TESTING 2-3/DAY FOR TYPE -I, 1/DAY TO 3/WK FOR TYPE -II
• 60% RECOMMEND MONITORS, BASED ON PRICE, QUALITY, EASY TO USE
* NOTE: 200 Endos represented 10% of all Endos at the time.
Copyright 2009: Manas Kanungo 9

10. Brazil: Lilly / Roche (BMC) Business Results
OCT ‘97 SURVEY RESULTS - 200 ENDOs
• 60% OF THOSE WHO RECOMMEND MONITORS, RECOMMEND ADVANTAGE
• PRICE IS THE MAIN REASON FOR NOT RECOMMENDING MONITORS, ETHICS 2nd
• YOUNGER, FEMALE ENDOs MORE LIKELY TO RECOMMEND MONITORING
• ALL VALUE IMPORTANCE OF EDUCATION PROGRAMS
• HARVARD - JOSLIN - SBD PROGRAM ACCLAIMED BY 83% OF THOSE SURVEYED
Copyright 2009: Manas Kanungo 10

11. Brazil: Lilly / Roche (BMC) Business Results
OCT ‘97 SURVEY RESULTS - 200 ENDOs
% WHO INDICATED WHICH SALES REPs WERE BEST FOR :
BM / LILLY ABBOTT / BIOBRAS BAYER ASTA MEDICA
DIABETES KNOWLEDGE 52% 33% 7% 2%
VISIT FREQUENCY 50% 40% 8% 1%
DEMO SUPPLIES 32% 36% 10% 1%
TECH, EDUCATION MATERIALS 42% 34% 7% 2%
PRODUCT KNOWLEDGE 52% 40% 8% 1%
TREATMENT KNOWLEDGE 45% 30% 5% 1%
POST-SALES FOLLOWUP 41% 33% 6% 1%
Copyright 2009: Manas Kanungo 11

12. Brazil: Lilly / Roche (BMC) Business Results
DEC ‘97 - MAR ‘98 CONSUMER SURVEY RESULTS
• 29% WERE NEWLY DIAGNOSED WITHIN PAST 2 Yrs - (POST ADVANTAGE LAUNCH)
• 70% ARE DIAGNOSED BY GPs, 12% BY ENDOs, 8% CARDIOLOGISTS
• 54% ARE TREATED BY GPs, 35% & MOST SELF-TESTERS BY ENDOs/DIABs
• 84% VERY SATISFIED w/METERS: 94% EOU, 94% SPEED, 92% ACCY, 86% SIZE
• 77% CHOSE FOR FEATURES: 43% SIMPLE / EOU, 37% ACCY, 25% SPEED, 22% MEM
Copyright 2009: Manas Kanungo 12

13. Brazil: Lilly / Roche (BMC) Business Results
DEC ‘97 - MAR ‘98 CONSUMER SURVEY RESULTS
• 77% BOUGHT METERS WITHIN PAST 2 Yrs - (POST ADVANTAGE LAUNCH)
• 48% BOUGHT DUE TO HCP RECOMMENDATION
• 45% USE ROCHE STRIPS: 32% ADVANTAGE, 8% GLUCOTREND, 5% HgT
• 16% USE BAYER STRIPS, 16% ONE TOUCH (LIFESCAN), 13% PRECISION (ABBOTT)
Copyright 2009: Manas Kanungo 13