role of medical affair in industry

1. Importance of Medical Knowledge
for Sales & Marketing Team
Dr. Kunal Khobragade, MBBS, MD
VP & Head – Medical Affairs.
Mankind Specialities, Navi Mumbai. INDIA.
Tuesday 03 Oct 2023
1

2. 1. NITINKUMAR
DOSHI
M.Pharm
(Pharmacology)
Medical Advisor
Cerebris & Aspiris
2. Dr. ETHIRAJAN
Ph.D.
(Clin. Research)
Medical Advisor
Curis +
Clinical Research.
3. AESHA SHAH
M.Sc.
(Food Sci. & Nutri.)
Nutritionist
4. NILESH
BORKAR
M. Pharm.
(Pharmacology)
Medical Advisor
Procare &
BD Support
7. Medical
Coordinator
8. Dr. KUNAL J. KHOBRAGADE
VP & Head – Medical Affairs
5. Dr. Ameet
Rathod.
MBBS, MD
(Pharmacology)
DoJ 05 Sep 2022
Medical Advisor
ONCO + Diacar +
BD
6. PRASHANT
SARDA
M. Pharm.
(Pharmacology)
DoJ 01 Sep 2022
Medical Advisor
Nobelis + PVig +
BD
2
Medical Affairs – Mankind Specialities
Navi-Mumbai (Apr 23- Mar 24)

3. 3
Global Oncology Market

4. 4
Cancer Cases in India 2019

5. 5

6. • ONCO – Sales Executives act as subject matter experts by disseminating accurate,
unbiased data to key opinion leaders (KOLs) and digital opinion leaders (DOLs),
who are thought leaders within a therapeutic area.
• Due to the emergence of biologics, oncology is one therapeutic area experiencing
rapid growth.
• Biologics, medications derived from living organisms, are revolutionizing
oncology and improving patient outcomes.
• By 2025, the oncology market is expected to generate $269 billion.
• Due to the rapid pace of innovation in personalized medicine and the complexity
of cancer treatments, ONCO – Sales Executives play an increasingly essential role
in scientific collaboration with Oncologists.
6
ONCO – Sales Executives8 in 2023-24

7. • 1. Rising Incidence Rates of Cancer
• According to the Global Cancer Observatory (GCO), 19.3 million new
cancer cases occurred worldwide in 2020, and 10 million people died
from cancer, with lung cancer remaining the leading cause of cancer
deaths.
• The Centers for Disease Control and Prevention (CDC) project cancer
cases to nearly double by 2050.
7
5 Reasons Why the Oncology Market and
ONCO – Sales Executives Opportunities are Expanding.

8. • 2. Extensive Oncology Pipelines
• With the rising rates of cancer deaths, Pharma Companies have significantly
shifted their pipelines (the number of drugs a manufacturer has in development)
to focus on oncology R&D.
• As a result of improved molecular genetic knowledge and increasing patient
demand, the number of therapies in clinical development increased by 75% in
the last 7 years.
• Biologics, such as gene editing, CAR-T, and RNA therapies, are the focus of early-
stage pipeline development.
• Additionally, immunotherapies will remain a vital component of oncology
pipelines.4
8
5 Reasons Why the Oncology Market and
ONCO – Sales Executives Opportunities are Expanding.

9. • 3. Advances in Drug Development Due to Artificial Intelligence
• Here are some examples of how AI has overall improved the field of
oncology:
• Increasing the speed of drug development through automation
• Calculating genetic risk scores
• Improving detection of certain tumors such as glioblastomas
(GBMs), an often fatal form of brain cancer.
9
5 Reasons Why the Oncology Market and
ONCO – Sales Executives Opportunities are Expanding.

10. • 4. Abbreviated Regulatory Pathways
• According to the IQVIA Institute for Human Data Science's recent oncology report,
approval rates for oncology drugs have increased due to abbreviated regulatory
pathways established by the Orphan Drug Act and the Biologics Price Competition
and Innovation Act (BPCI Act).
• The US FDA created the Orphan Drug Act to enhance the number of medications
available for rare diseases, including some forms of cancer.
• Rare oncology trials accounted for 63% of all oncology trials and 64% of all rare trials
in 2020.
• For example, the patent for the blockbuster drug KEYTRUDA® (Pembrolizumab)
expires in 2028, enabling biosimilar manufacturers to flood the market with
Pembrolizumab biosimilars through the abbreviated regulatory pathway established
by the BPCI Act.
10
5 Reasons Why the Oncology Market and
ONCO – Sales Executives Opportunities are Expanding.

11. • 5. The Value of ONCO – Sales Executives in Oncology
• With the expanding number of Cancer Patients and Number of New Cancer
Therapy Drugs, and the coinciding growth of the oncology market, ONCO Sales
Executives will be in high demand always.
• ONCO Sales Executives contribute to life science organizations by
Generating data,
Fostering scientific communication,
Training stakeholders such as the commercial team, and
Educating external stakeholders.
• ONCO Sales Executives, As experts, you will maintain current knowledge in a
specific therapeutic area, and can enhance everyone’s knowledge by receiving
regular Training & Development.
11
5 Reasons Why the Oncology Market and
ONCO – Sales Executives Opportunities are Expanding.

12. 12
Full Text
Articles: 3864
Therapy
Updates: 206
Product
Monograph: 12
Prescribing
Info.: 54
KOL PPT:
425
Dr’s Field
Work:
449
Query:
52
KOL
Interaction:
286
Ad. Board
Meetings:
131
Medical Affairs
April 2022 – Mar 2023

13. 13
IANCON –
(Neuro) Nov
2022, Delhi
ERS (Resp) –
Sep 2022
EASD (Diab) –
Sep 2022
RSSDI (Resp)
Oct 2022.
Chennai
13
HADSA,
(Nutrition)
Oct 2022 Mum
CAD
Diabetes
India, 2022,
Goa
CSI (Cardio) –
Dec 2022
Chennai
NAPCON (Chest)
– Nov 2022,
Udaipur
Medical Affairs
April 2022 – Mar 2023

14. Medical Affairs – Roles & Responsibilities
The Medical Affairs function is one of the powerhouses of scientific
expertise in a pharmaceutical organization.
The Medical Affairs function provides scientific support by
communicating medical information to HCPs.
Involves in reviewing and approving Promotional Materials to
conform to the evidence, guidelines, and regulations.
14

15. Medical Affairs – Roles & Responsibilities
Training commercial teams to improve their understanding of
products and therapy areas, preparing content for
Educational Programs
Facilitating Clinical Trials, and supporting I.I.S.
(investigator-initiated studies).
15

16. What Doctors Expect from Pharma Sales Executive
Clinical & Product
Knowledge
Quality Scientific
Meetings
Medical
Queries
Digital Connect
Activities
Customer
Focus
16

17. ONCO Sales Executives
… Play an important role in
providing these information.
17

18.  Sales team are the face of the organization in front of the doctors as sales
representatives are facing the customers directly.
 A basic understanding of the therapy area would enhance the scientific
competency of the sales team.
 It is very important that the sales team is familiar with the various commonly used
medical terms.
 To have a better scientific discussion with the DOCTOR, whenever needed.
 To understand the key scientific benefits of the brand or molecule.
Medical Training Need for Sales Team

19. Insulin
Resistance
Hyperglycemia
Anti-
inflammatory
Natriuresis
Medical Training Need for Sales Team:
Understanding the Medical Jargons

20. Understanding the Basics: For Effective Brand Promotion
No. Scientific Pointer in
VA Communication
Importance of Understanding Basics for
Effective Promotion
1. Molecule A causes less
hypoglycemia than competitor
Molecule B
Hypoglycemia = Low blood glucose levels.
Hyperglycemia = High blood glucose levels.
2. Bioavailability of Brand A is more
than Brand B
Understanding the term “Bioavailability” is
necessary.
3. Molecule A has high overall survival
rate than competitor molecule B
Understanding the term OS …
“Overall Survival” is must.

21. We are into Healthcare Industry and our customer (DOCTOR) is a highly
scientific person.
A medical sales person with Adequate Medical Knowledge of the PRODUCT has
an edge over the one without it.
It helps to create a Scientific Image of the medical representative.
Very high chances that, Oncologist will Listen Actively to the ONCO Executives.
Medical Knowledge Boosts
The Confidence Levels of Sales Team

22. Role of Medical Affairs:
Increasing the Scientific Competency of Sales Team

23. • Therapy Area
knowledge
• Product
Training
• New /Updated
Product info.
• Features &
benefits
• Information on
comparator
molecules /
brands
• Marketing
activities
• LBLs / Inputs
Medical Affairs Team – from Start to Finish
Knowledge of therapy area and products lead to
better communication skills and effective call
• Refresher Sessions • Train the Trainer
“Most of the
Doctors share that
Pharma Sales
Executives with
Right
communication gets
higher prescription
share”
24
Clinical & Product Knowledge

24. Quality Scientific Meetings
“Most of Doctors like to attend scientific meetings for recent
updates, however Quality matters a lot”
CME, Advisory Board, Webinars, FB Live
Interaction
with HCP &
Understand
the interest
Preparation of
Agenda /
Scientific
material
Driving the
Marketing Plan
with excellent
scientific content
eg. PPT, Panel
discussion
Moderation of
Meetings,
Asking targeted
questions,
Responding queries
25

25. “Medical Booth at
National/ International Conferences”
Selection of
Recent
Scientific
Literature
Through
Knowledge of
Scientific
Content
Sales Team –
Doctor (HCP) –
Medical Affairs
interaction
Reply to
Medical Queries
and
Newer Updates
Quality Scientific Meetings
26

26. Medical Queries
• Doctor needs specific knowledge
• PPTs / Articles
• Off – Label communication
• Standard Response Letter
• Digital Interaction
• Journal Request
27

27. Digital Connect Activities
Virtual Meetings Patient Awareness Meeting
Social Media / FB Live
E Mail
Covid-19 era,
Doctors are preferring digital
channels to connect.
28

28. Customer Focus
• E.g. Therapy, cost-benefit, benefits of patient
Need Identification and Resolution
• What value I am adding in
Doctor’s Success Story.
Value Addition
29

29. Doctors = Pharma: Code of Conduct
30

30. Adverse Drug Reactions (ADR)
ADR =
Important Toll to Interact with
DOCTORS
31

31. 32
Adverse Drug Reactions (ADR)

32. 33
Medical Affairs – Mankind Specialities
Grand Central Mall – Sea-Woods, Navi-Mumbai

33. A. Medico Marketing
Activity:
Curis Nobelis Cerebris Aspiris Procare Nutrition Diacar Onco Total
1. New Product Launch +
Existing Brands
a. New Product Launch Neptaz-1 Zukanorm-D KD Diet 2
b. Abstract & Full Text Article 130 70 10 50 201+28 30 519
c. Therapy Updates 11 7 4 7 11 6 2 2 50
d. P.I.
(Prescribing Information)
1 - Zukanorm-D 3 15 19
e. Product Monograph 1 - Zukanorm-D 1 1 1 04
f. CME PPT 27 10+5 2 3 3 50
g. Scientific Inputs 3 1 27 5 36
h. Query 2 4 3 1+2 2 14
2. Medical Training 1 2+1 1 1 1 07
3. Promo Materials
a. Visual Aids 2 1 1 4
b. LBL's 1 3+1 2 15 2+1 2 2 29
c. Posters & Banners 1 1 1 3
d. Patient's Education
Materials
Prana: 1 Prana: 1 Prana: 1 Prana: 1 1 8 13
e. Videos & Digital Media 1 1 8 3 3 1 17
4. BU - PMT & Medical Affairs
Meet
12+1 5+1 1 4 20 Curis (6)+
Digi Mkt (5) +
PMT/BU(3) +
Ext. Agn. (6)
5 4 73
34
Function Initiatives and Progress (Apr – Jun 2022

34. B. KOL Support &
Engagement:
Curis Nobelis Cerebris Aspiris Procare Nutrition Diacar Onco Total
a. Scientific Inputs
(Article + PPT)
27 PPT 17 PPT 1 PPT 46 Article +
9 PPT
13 Article + (2+5)
PPT (Procare +
Curis + Nobelis)
1 PPT (Aspiris) 2 PPT + 1 FTA 5 PPT 69
b. Field Work Interaction 8 Drs (1 day)
+ 10 Drs (3d)
7 Drs (1 day) +
1 Dr (1d)
8 Drs (1 day) 5 Drs (2 days)+
16 Drs (3 days)
TC: 4 Drs 59
c. Ad Board Meet & CME -
Conferences
ARNI HF – 7,
CME – 1,
ACC – 1,
ES(HF) – 1 +
ISP – 1
ADA 2022 – 5 d.
ADA CME – 1
3 (DMF) 3 + 2
(Nobelis)
ADA – 1 Onco Expert Meeting -
12
34
d. Query 3 1 7 2 13
C. Long Term Growth Plan:
a. New Product Evaluation
(by BD)
8 (Gen.) 10 2 20
b. New Product Evaluation
(by Medical Affairs)
2 1 2 Ketogenic Diet
Formulation
6
D. Clinical Trial:
a. PMS (Phase 4)
b. IIS (Investigator Initiated
Study)
2 2
c. Survey Studies 2 (Asthma &
COPD)
2
d. BA / BE Study
e. Publications 1 Abstract 1 1
35
Function Initiatives and Progress (Apr – Jun 2022

35. 36
Way Ahead (Future Plans) 2022 - 2023
Medical
Affairs

36. Way Ahead
(Future Plans)
Curis Nobelis Cerebris Aspiris Procare Nutrition Diacar Onco
1. Clinical Trials: PMS:
Cilnidipine – First-
line CCB in
Hypertension
Management.
PMS:
Zukanorm-D x
3 Studies (N=)
Diabeto (1000),
Cardio (400) &
Nephro (300)
BA/BE Study:
1. Epifast
(Levetiracetam) v/s
Levipil-Sun, Levera-
Intas, Kepra-UCB/GSK.
2.Ecitol (Escitalopram)
Vs Nexito-Sun, Rexipra-
Intas, Cipralex-
Lundbeck.
PMS:
Combihale
in
Asthma /
COPD.
IIS
(Invest. Initiated Study):
1. Sitcom Forte & Sitcom
LD Cream - Anal Fissure
2. Sitcom Forte & Sitcom
Cream – Anal Fistula
3. PMS: Sitcom Forte v/s
Daflon in Haemorrhoids.
PMS:
Glizid-M
T2DM Mang.
PMS:
PacliALL:
Retrospective Data
Analysis in MBC
2. Survey Studies
&
Registry
T2DM Cardio-Renal
Registry (India)
First to generate
such data.
1. Justoza - M
2. Zukanorm D:
Survey
Questionaire
NA Smart
Survey-2
in COPD
Pan-India Survey:
Haemorrhoid & Diet
(n=10,000)
Haemorrhoid &
Co-morbidities
(n=10,000)
Pan-India Survey:
Pancreatic
Metastatic Cancer
3. Ad Board Meet
&
CME /
Conferences
Regional CMEs –
ARNI HF
Ad Board Meet
(Regional) –
Zukanorm-D
Ad Board Meet
-
Combihale
(SCS (COPD)
Ad B. Meet
Conference -
Participation in Nutraceuticals
Onco Experts
Opinion Meetings
4. Publications: ARNI HF: 7 Ad Board
Meet- Consensus
Publication in
Journal
Zukanorm – D
PMS Studies :
7 Articles.
Survey-1 & 2
Publication.
Sitcom in - 1. Variocse
Veins, 2. Hemorrhoids
During Preg. 3. Fissure. 4.
Fistula
Medical Magzine - Nutrition in
Neurological Disorder (in house)
Glizid-M
Article.
PaliAll –
Retrospective
Analysis.
5. New Drug
Evaluation
1. Patiromer in
Hyperkalaemia
2. Carperitide :(α-
human A-type
natriuretic peptide)
(Infusion) in AHF
Japan 1995.
Luseogliflozine
(Japan Taisho
2014) in T2DM
KD Formulation:
Therapeutic Diet
Supplement In Epilepsy,
Parkinson, Alzheimer,
Autism,
Multiple sclerosis.
Formulation Extension
1. Sitcom Forte Cream
EP + CaDb + Lidocaine +
Hydrocortisone + Zinc
oxide. 2. Sitcom LD
Cream/Gel in Fissure:
EP+LD+ Diltiazem 2%
KD Therapeutic Diet/Nutritional
Formulation for Neurological
Disorder
(Cerebris)
1. Nimotuzumab
(Head & Neck
Cancer).
2. Peg-Asparaginase
(ALL)
6. Training &
Development +
Patient’s Education
Material
Refresher Course for
Manager :
1 per Month
Refresher Course
for Manager :
1 per Month
Refresher Course for
Manager :
1 per Month
Refresher
Course for
Manager :
1 per Month
Refresher Course for
Manager :
1 per Month
Patient Support Program:
1. Recruitment of Field
Nutritionist - (HF – Curis)
2. Digital Marketing: Disease
Management Platform
Refresher
Course for
Manager :
1 per Month
Refresher Course for
Manager :
1 per Month
37

37. Latest Data on
“ Interaction Between Pharmaceutical Industry and Doctors”

38. Sources: Physician COVID-19 Response BioPharma Survey, May/June 2021; BCG analysis.
Communication Channel Effectiveness:
Personal Visit By Sales Representative is Very Effective (92%)

39. Most physicians overall prefer to keep or increase the
share of virtual interactions with pharma companies.

40. Personal Visit By Sales Representative:
Most Preferred By Doctors for New Products

41. 42

42. 43
Wishing You A Great & Successful Carrier !!!

43. 44

44. 45
Corporate Presentation
Dr. Kunal J. Khobragade
MBBS, MD (Pharmacology) (Mumbai)
Vice President & Head – Medical Affairs

46. Mankind Today…
#1
by Prescriptions in India
#4
by Revenue
$1 Bn
Revenues
21+
Manufacturing Facilities
15000+
Employees
20%+
CAGR
Serving Life for 25 years…
47

47. • Customer Centricity
• Integrity
• Quality
• Innovation
• Go beyond
• People Development and
Collaboration
48

48. 49

49. Consistent Track Record of Growth
Consistency demonstrated higher than market growth driven by
its unique strategy of team building, customer focus and patient benefit
* based on yearly average conversion factor (INR to USD)
467
533
600
685
761
718
789
1034
FY 14 FY 15 FY 16 FY 17 FY 18 FY 19 FY 20 FY 22
REVENUES IN $MN
50

50. IQVIA MAR 22
DATA
Leading the IPM by Rxs
52
53
54
55
60
63
70
72
92
115
LUPIN LIMITED
ZYDUS CADILA*
INTAS PHARMA*
TORRENT PHARMA*
MACLEODS PHARMA
ABBOTT*
CIPLA
ALKEM*
SUN*
MANKIND
IMS PRESCRIPTIOM AUDIT
5459
5714
5896
5915
6524
7244
8220
9718
11261
13788
ARISTO PHARMA*
TORRENT PHARMA*
MACLEODS PHARMA
INTAS PHARMA*
LUPIN LIMITED
ALKEM*
MANKIND
CIPLA
ABBOTT*
SUN*
TOP 10 PHARMA COMPANIES

51. Expanding the Game-Board with Therapy Platforms
Anti - Infectives
Diabetes
Pain
Management
Nutraceuticals
Anti Allergic
Dermatology Ophthalmology
Gastrointestinal
Orthopaedic
Cardiology
Urology
Gynaecology
Oncology
Organ
Transplant
Nephrology
52

52. We are Flag-bearers of Change:
Bringing DMF Grade API Products in India at Indian Prices
..Select list of products Mankind is introducing in DMF grade API at Indian prices
DMF Grade API > 20
Justoza Statpure Justoza M Inzofresh 10 Monticope SUSP
Rabekind 20 Vertistar 8 /16 / 24 Pantakind TAB Gliptagreat / M Travopure
Telmikind CT / BETA Olmetime 20 / 40 Glimestar 1/ 2 / 3 / 4 Mahaflox eye drops Lipikind 10 / 20 / 40
Bilacheck M Bisoheart SGLTD M-life D3 Must 60
At Affordable Prices
….and many more to come
Source: Internal company data

53. With Strong Focus on R&D to Fuel Our Growth
100% 100% 100% 95%
71%
49%
5%
27%
30%
0%
50%
100%
150%
1961 2018 2019 2020 2021 2022
Abbott Mankind Emcure Others
Indication Target Feasibility
Hit to
Lead
Lead
Optimization
Candidate
Selection
IND Filing
Diabetes GPR119
GPR119 status update:
• Successfully finished with animal studies
• Results have shown better control over Sitagliptin
• Entered Phase 1 of human trial
90 + ANDA projects in pipeline
Strong R&D team
with
> 600 Scientists
across
3 R&D Centres
20 + Complex Products under
development
One of the NCE, GPR119 is Showing Promising Prospects
3 NCE’s in pipeline with GPR119 showing
promising prospects
Dydrogesterone, first major product developed in-house, helped us
capture 30% market share within 2 years of launch
Strong R&D Pipeline
Source: Internal company data. 2022
G protein-coupled receptor 119 (GPR119) is a target for the treatment of T2DM, as both insulin
and glucagon-like peptide-1 secretion

54. 55
Tues 26 Sep 2023 @ 11:51 Hrs
143.89 Crs.