This document discusses global challenges facing the pharmaceutical industry and strategies for gaining a competitive edge. It outlines current challenges related to high production costs, hiring talent, investments in capital and assets, and aggressive investments. Upcoming challenges include increasing costs, more competition, financial crises, poor research, and changing markets. To gain an edge, companies must develop competencies in their medical representatives including strong selling, communication, and customer skills as well as product and market knowledge. The document provides two examples of specific products and strategies used to penetrate new markets and regain customers to outperform competitors.

1. Overcoming the global
challenges in
pharmaceutical
industry.
Ayman Ahmed
Zakon line
Bur Dubai area

2. Global challenges in pharmaceutical
industry
Pharmaceutical industry’s future has never looked more
promising due to the current & upcoming challenges .
The good news major scientific, technological and
socioeconomic changes will revive
the industry’s chance , but these
trends will require making crucial decisions first which
resulted in gaining more & more competitive edges .
2012-2015 PwC

3. Current global challenges in
pharmaceutical industry
Customer challenge
Market challenge
Medpharma challenges

4. Current Medpharma challenges in
pharmaceutical industry
Cost of production of superior quality products.
Hiring of talented people.
Investment in its capital people.
Cost of production through investing in its assets (
machines , lines of production & invading new market
potentiality).
Aggressive recent investments expecting big
revenue.

5. Current global challenges in pharmaceutical
industry market
The market’s getting much tougher, with tighter
Regulation & harsher price controls.
Market corruption.
Tough competition.
Generics reputation.
Changing in market potentiality.
Changing in customer & consumer potentiality.

6. Current global challenges in pharmaceutical
industry customer
Raising customer expectations .
Best quality .
 Best results .
Less side effects .
Low price .

7. Upcoming global challenges in pharmaceutical
industry
Increasing cost of production .
More & more competition .
 Financial crisis & governmental regulations.
Poor scientific researches
Changing in market potentiality .
One trial may destroy a company .

8. What is competitive edge?
What can't be defined , can't be measured , can't be
controlled & can't be improved .
competitive edge is the superior performance relative
to other competitors in the same industry.

9. Medical representative competencies in order to
have a competitive edge
Competency is a cluster of related skills, behavior,
knowledge, and experience that enable a person to act
Efficient in a job .
Skills:
Selling skills.
Presentation skills.
Communication skills.
Negotiation skills.
Time management skills.
Territory management skills.
Planning skills.
Customer caring skills.

10. Medical representative competencies in order to
have a competitive edge
Behavior :
Self motivated.
Hard worker.
Honest.
Team worker.
Proactive.
Knowledge :
Product knowledge.
Medical knowledge.
Market knowledge.
Competitors knowledge

11. Business model to manage my competitors in
order to have a competitive edge
PRODUCT DIFFERENTIATION.
QUALITY DIFFERENTIATION
IMAGE DIFFERENTIATION
SERVICE DIFFERENTIATION
Medical representative should utilize his / her competencies
in order to have a competitive edge over the competitors
through :

12. Business model to manage my competitors in
order to have a competitive edge
Masking customer needs.
Feed back.
Efficient use of resources
Product SOWT analysis.
Sustainable competitive advantage.

13. Practical real life examples
Example 1 : Carnitole ( L-Carnitine)
Product portfolio :
Indications : Athenozoospermia.
Target customers : Andrology & Dermatology.
Competitors : Carnivita forte & L-carnitine.
Market analysis : Carnivita is the market leader with
market share 50%.
SOWT analysis :

14. Practical real life examples
Example 1 : Carnitole ( L-Carnitine)
Objective : is to gain over 20% market share.
Strategy : is to penetrate Mansoura university
hospital through the follow up with KOL DR.Moheb
Mansour & build relation with him to be as an
advocate customer.
Results: my Carnitole PPG in 2010 was 603% with
Dkahlia market share 40% & by the end of 2013 my
Carnitole sales contributed 15%from total Carnitole
sales.

15. Practical real life examples
Example 2 : G-PACK ( Ginseng & ginko biloba)
Product portfolio :
Indications : chronic fatigue syndrome.
Target customers : G.P & I.M.
Competitors : Arcalion .
Situation analysis : relaunching of G-PACK after 2
years out of stock , last G-PACK sales record was 70% &
it will be relaunched with 20% target contribution.

16. Practical real life examples
Example 2 : G-PACK.
Objective : is to overachieve by the end of the 1st
quarter.
Strategy : is to build a new customer base in blue
ocean area in order to have a quick response & follow
up with pervious G-PACK customers in order to regain
their trust & support within 3 months.
Results: G-PACK achievement in the 1st quarter was
101% , G-PACK overall achievement was 120% & I
was ranked no 1 among G-PACK line best achievers.

17. Thank you