G7 Diagnostics is launching SaphvidTM, a new product for early detection of pre-eclampsia, and has outlined their marketing plan to ensure sales and create a positive perspective. Their plan includes analyzing the market and customer needs, positioning SaphvidTM as reliable and easy-to-use, and implementing strategies like press releases, clinical studies, conferences and awareness campaigns. They will target obstetricians, midwives and pregnant women in the UK initially and look to expand globally by identifying international distributors and obtaining necessary regulatory approvals. The marketing budget is estimated to be over £153,000 over the next year.

1. Marketing plan and
Commercialization
SaphvidTM
in early detection of Pre- eclampsia
Ms. H. Gwani
Ms. S. Jain
Ms. V. Varkey
Mr. A. Awosusi
Mr. D. Igwe
Mr. P. Waghmare

2. G7 Diagnostics
Headquarters: United Kingdom
Area of expertise: Early detection of Pre- eclampsia
Latest product: SaphvidTM
Foundations:
• Strong R&D base in early detection of Pre-eclampsia
• Filed patent
Scope of improvements:
• Diversification
• Global expansion
26 December 2012

3. PURPOSE OF TODAY’S
MEETING
… To outline the company’s marketing plans intended not
only to ensure sales but also to create an incredible positive
perspective of our product on the minds of both our direct
customers (obstetricians and midwives) and the end-
users(pregnant women) of the technology…
26 December 2012

4. G7 Diagnostics
Mission:
To provide innovative point of care diagnostic products for early
detection of pre-eclampsia in pregnant women
Vision:
To become a global, leading and reliable provider of ‘pre-eclampsia
detection’ diagnostic devices
26 December 2012

5. Product: SaphvidTM
Strip: SaphvidTM
Intended Use: Early detection of Pre-eclampsia
Device Used: Triage Meter
Need of the hour:
• No effective diagnostic method available
26 December 2012

6. Saphvid TM
25 packs
Strip wrapped in foil to
keep out moisture
Instruction manual

7. Agenda: Marketing Plan
Analysis:
• Market
• Macro Environment
• Micro Environment
• Consumer Analysis
Features of SaphvidTM
G7 Marketing Strategy
Overview: Marketing plan
Positioning, Strategies & tactics
Market expansion
Execution & timeline budget
Conclusion
26 December 2012

8. Market analysis:
World Health Report (2005):
• Eclampsia causes 12% maternal deaths
per year.
National Statistics (UK,2009):
• Incidence of eclampsia is found to be
4.9/10000 births per year
• Out of 400/ 730,000 cases of eclampsia
per birth
26 December 2012

9. Market analysis:
Source: http://www.cureresearch.com/p/preeclampsia/stats-country.htm
26 December 2012

10. Analysis: Macro- Environment
• Regulatory laws and legislation for the device
Political
• Government involvement in the health car
• Cost of the product and increasing incidence rate of Pre-eclampsia
Economic
• Lower taxation rate for the R&D companies from 2013
• Increasing birth rate
Social
• Awareness amongst public
• E-commerce
Technology
• Improvement in automated technology (process improvement)
Environmental • Policies for environmental friendly process
Legal • Patent related work

11. Analysis: Micro Environment
Threat of new Competitive rivalry Threat of substitute
competitors • Increasing research on products/ services
• Tax incentives for R&D (Grant Preeclampsia • Trade-off
Thornton, 2010)
• Superior technology • Alternate POC test for
• Patents and proprietary (Saphvid )
knowledge Pre-eclampsia
Buyer power Supplier power
• Proven results, superior • Supplier concentration
technology
• Patent held by supplier
• Critical need for an
effective diagnosis
26 December 2012

12. Competitors:
COMPANY PRODUCT(s)
Roche Diagnostics Point of Care Products POC for acute coronary syndrome (ACS) and deep
vein thrombosis/pulmonary embolism (DVT/PE).
Point-of-care blood gas systems
Inverness Medical Innovations Pregnancy/Ovulation
Sexually Transmitted Diseases (STD)
Infectious Disease
Respiratory Disease
Gastrointestinal Disease
Coagulation/Cardiac
Abbot Laboratories i-STAT® System diagnostic and data management
products for rapid blood analysis
Summit Doppler Systems Ultrasound Doppler systems used to detect fetal
heartbeat (Preeclampsia)
Alere™ Triage Test strip for preeclampsia detection.
26 December 2012

13. Analysis: Customer
Expectations:
•Precision
Target customer: •Accuracy
•Ease of
• General Practitioner operation
• Gynecologist
• Obstetrician
• Mid wife
End User/ Consumer:
• Pregnant women Expectations:
•Time taken
•Safe and
effective

14. G7 Marketing
Strategy
26 December 2012

15. Overview: Marketing plan
4. Execution timeline
1. Research & 2. Objective and 3. Strategies &
& Budget
recommendations target audience tactics (Commercialization)
-Value proposition -Public &
professional
-Positioning & Key relations
messages -Clinical meetings
& publications
-Reimbursement,
pricing &
distribution
-Sales promotion,
advertising &
Internet
C. Assemble
A. Research target B. Define clinical
clinical advisory D. Validation study
audience utility
board

16. Objective and target audience
Value proposition (USP)
 Reliability and accuracy
 Amount of sample: 200µL
 Ease of operation: guided by instruction manual
 Time taken- quick results: 15 minutes
 Point of care
26 December 2012

17. Objective and target audience (positioning)
Product
Price
Class of device: Annex II B
Physician specialty: Gynecologist, Manufacturing Cost: GBP 20
Obstetrician
Clinical Utility: early detection of pre- Selling price: GBP 40
eclampsia
Reimbursement
Place Promotion
Manufacturer – G7 Diagnostic Clinical meetings, Women
Store – NHS- Hospital Central Health Magazines, Clinical
Store – Doctors/Midwives – Journals, Medical
Patients (Pregnant Women) Representatives

18. Strategies & tactics
Press release (clinical trials of product)
Publication in Journals
Public & professional relations (contacting
doctors, explaining the product technology)
Clinical meetings, symposiums
Sales promotion and advertising

19. Press Release

20. Market expansion
UK Market: • Press Release
• Facts about pre-eclampsia
• Prevent premature birth
• Novel technology
NHS, NICE
• MR meting the doctors: USP
• Conference/ workshops
Obstetricians • Medical Journals
• Interviewing the specialists
• Campaign to create
Consumer
awareness about Pre-
eclampsia
• Articles in Magazines

21. Influence of Elements
Clinical trials Press release NHS
NICE
Other doctors
Doctors
(specialist)
Clinical journals
Magazine Pregnant ladies
articles
G7 Medical
representatives
Campaign Mid wives
awareness
Clinical
conferences
NHS: National Health Service, NICE: National Institute for Health and Clinical Excellence

22. Market expansion
International Marketing
International Strategic Sales &
Distributors Alliances Marketing
• Identify • Contract
• Agreement
• Sales
• Regulations Strength of
in specific for 20 % of
sales distributors
country • Contacts

23. Future Global distribution of SaphvidTM
Specific Diagnostics (P) Ltd (ISO
9001:2000).
• A-173, II nd Floor, Shyam Villa, Shubash Nagar, Jaipur
302016 Rajasthan ( INDIA)
• info@specificdiagnostics.com
Synapse Biotech Ltd
• Enugu, Enugu state,
Nigeria, West Africa
• synapsebiotech@yahoo.com
Runbio Biotech Co.,Ltd.
• Rongsheng Technological
Zone,Univ.Rd.Shantou,Guangdong,China
Zip Code: 515063

24. Marketing Gantt Chart: Commercialization
ACTIVITY DURATION Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Press release 20
Clinical Journal 25
Medical Representatives 30
Clinical Conferences 5
Magazine Articles 25
Camapaigns Awarness 25
NHS Approval 30
Indentify international Distributor30
Regulations Approval 10
Distributor Agreement 30 (after approval from international regulatory bodies)
Distributor Contract 30 (after approval from international regulatory bodies)

25. MARKETING COSTS
Activity Budget GBP
Press release 300
Clinical journals 200
Clinical conference 9300
Press conference 6000
Campaigns 17000
Magazine article 200
Salary 120,000
Total 153,000

26. Conclusion:
•Analysis of the environment has led G7 Diagnostics to:
• Identify target customers
• Build a robust marketing plan based on competent strengths
• Market expansion
• Associated marketing cost
26 December 2012

27. THANK YOU!