The document provides an overview of the oncology drug market. It discusses that the global cancer drug market was valued at $112.9 billion in 2016 and is expected to reach $161.3 billion by 2021, growing at a CAGR of 7.4%. Blood cancer accounts for the largest segment of the market. The top 3 companies, Roche, Novartis, and Amgen, have a combined market share of 56% and their blockbuster drugs are discussed. The Indian oncology drug market was worth INR 3831 crores in 2016 and is growing at 15.46% annually. Breast, lung, and cervical cancers account for over 50% of cancer deaths in India currently.

1. MARKETING RESEARCH
ONCOLOGY
SUBMITTED BY
D.SAIKUMAR
K.SANTHOSH
M.AKHIL
V.VENKANNA
5/29/2017 1

2. INTRODUCTION
 Cancer is defined as a disease which occurs as a result of changes in group of normal cells with in the body which leads
uncontrolled growth resulting in formation of tumours (except blood cancer).
MARKET SIZE
 Cancer drug market was valued at US 112.90 billion in 2016 and is expected to grow US 161.30 billion by the end of
2021,growing at a CAGR of 7.4% between 2016-21.
37%
28%
5%
6%
18%
2%4%
CANCER TYPES
BLOOD CANCER
BREAST CANCER
GASTRO INTESTINAL
CANCER
PROSTATE CANCER
RESPIRATORY
SKIN
 Geographically, North America, dominates the market followed by Europe.
North America accounted for about 40% share in the overall oncology drugs
market in 2016.
 Blood cancer segment dominated the market.
INDIAN CANCER MARKET SIZE
 Indian oncology market is INR 3831 Cr. in 2016 at a CAGR of 15.46
percent.
 Cancers of oral cavity and lungs in males, and cervix and breast in females,
account for over 50 percent of all cancer-related deaths in India at present.
 In India, there are 28 lakh prevalent cases of all types of cancer, while at least
8 lakh new cases are being witnessed every year.
5/29/2017 2

3. TOP 3 KEY PLAYERS IN INTERNATIONAL MARKET(BRAND)
Company ROCHE NOVARTIS AMGEN
THEME “PIECING TOGETHER THE BIG
PICTURE FOR THE FUTURE”
“NO PIPELINES JUST PIPE
DREAMS”
“POWER TO RESTORE LIVES”
MARKET SHARE 29% 18% 9%
REVENUE 28.8$ US BILLIONS 14.3$ US BILLIONS 7.9$ US BILLIONS
BLOCKBUSTER DRUGS AVASTIN-6.8%.
HERCEPTIN-6.6%
RITUXAN-6.3%
TARCEVA-1.4%
XELODA-1.6%
ZELBORAF-0.4%
KADEYLA-0.5%
PERJETA-0.3%
GLEEVAC-4.7%
SANDOSTATIN-1.6%
AFINITOR-1.5%
TASIGNA-1.5%
EXJADE-0.9%
FEMARA-0.4%
KYPROLIS-3.2%
NEUPOGEN-1.4%
NEULASTA-1.3%
BLISCYTO-1.1%
XGEVA-0.3%
SEGMENTATION, TARGETING ,POSITIONING:
Segmentation is done by the 1.types of cancer,
2.therapy of cancer
1.Immuno therapy(14%) 5.surgery(20%)
2.Targeted therapy(18%) 6.others.
3.Chemo therapy(39%)
4.Hormone therapy(6%)
5/29/2017 3

4. MARKET ENTRY STRATEGY
 COST-SHARING STRATEGY.
 RISK SHARING STRATEGY.
 PAYMENT BY PERFORMANCE.
TARGETING BY GENDER
WOMEN MEN
Breast 32%*
Lung & Bronchus 12%
Colon & Rectum 11%
Uterine Corpus 6%
Ovary 4%
Non-Hodgkin Lymphoma 4%
Melanoma of the Skin 4%
*Prostate 33%
Lung & Bronchus 13%
Colon & Rectum 11%
Urinary Bladder 6%
Melanoma of the Skin 4%
Non-Hodgkin Lymphoma 4%
Kidney 3%
TARGETING BY RISK
1.Smokers
2.Second Hand Exposure
3.Occupational Exposure
POSITIONING THE BRAND
1.valued segments
2.value proportion
3.value network
“Patient experience is strategy-critical”
COMPANY ROCHE DR.REDDY’S NATCO PHARMA
THEME “PIECING TOGETHER THE BIG
PICTURE FOR THE FUTURE”
“GOOD HEALTH
CAN’T WAIT”
“MAKING SPECIALITY MEDICINES
ACCESIBLE TO ALL”
MARKET SHARE 23% 18% 12%
MARKET REVENUE 869 INR CRORES 680.58 INR CRORES 374 INR CRORES
BLOCKBUSTER
DRUGS
AVASTIN
HERCEPTIN
RITUXAN
Oxaliplatin
Reditux
Lenangio
SORAFENAT
GEFTINAT
VEENAT5/29/2017 4

5. QUESTIONNAIRE TOWARDS DISTRIBUTION
 WHAT IS THE MECHANISM OF DISTRIBUTION?
 WHAT ARE THE PRICE AND PAYMENT OPTIONS?
 AS CANCER PRODUCTS ARE QUIET EXPENSIVE DO YOU PROVIDE ANY PRICE DISCOUNTS?
 HOW MANY REGIONAL WAREHOUSES DID COMPANY HAVE?
“DOCTORS CALLS THE DISTRIBUTOR/ SALES REPRESENTATIVE FOR DRUGS …
THAT IS THE ONLY THING THAT HAPPENS IN ONCOLOGY SEGMENT”
5/29/2017 5

6. TIERS OF DISTRIBUTION/TYPES OF TRADE MARGIN
 Distribution type used is cold chain distribution.
 The software used to operate the data is SAP.
 Every company have the regional warehouses from the drugs get transported to its final customer.
 For the distribution of the drugs the companies utilizes the services of air cargo with definite time and temperature
requirements
 BARRIERS TO COMMUNICATION IN SCM.
 As we are in the era of digitalization at present there are very minute barriers in communicating.
Picture 1
5/29/2017 6

7. DATAANALYSIS AND INTERPRETATION
 The survey was conducted in JUBILEE HILLS,BANJARA HILLS and SEC.BAD to have a better view of
management of cancers.
 Doctors managing cancers are:
Medical Oncologists
Surgical Oncologists
Radiation Oncologists
Urologists
QUESTIONNAIRE TO PHYSICIAN
1.What is your preferred treatment option for xxxx cancer patients?
1.Immuno therapy(14%) 5.surgery(20%)
2.Targeted therapy(18%) 6.others.
3.Chemo therapy(39%)
4.Hormone therapy(6%)
2.What are the top three medications you prescribe to the patient?(breast cancer)
1.armidex(DR.REDDY’S)-31%
2.anastronat(NATCO PHARMA)-41%
3.Herceptin(ROCHE)-28%
Target Group J.HILLS B.HILLS SECUNDRABAD
Med Oncos 1 1 1
Sur Oncos 1 1 -
Rad Oncos 1 - 1
Uros 2 - 1
Total 5 2 3
5/29/2017 7

8. • 3.What type do patients prefer?
A.LONG ACTING ORAL DOSAGE FORMS (45%)
B.INJECTION FORMS(20%)
C.RADIATION TREATMENT
D.SURGERY (20%)
• 4.In your practice what would be the median age of a newly diagnosed xxxx cancer patient?
A.20-30(9%)
B.30-40(35%)
C.40-50(30%)
D.>50.(25%)
• 5.In your practice out of total xxxx cancer patients,what is the percentage of patients in each state?
0.09
0.19
0.3
0.42
0.07 0.08
0.13
0.72
0
0.1
0.15
0.75
0.08
0.14
0.38 0.4
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
Stage I Stage II Stage III Stage IV
%ofpatients
Radiation Oncologists Surgical Oncologists Medical Oncologists Urologists
5/29/2017 8

9. 5/29/2017 9