This presentation is brief introduction of Pharma Market and work pattern of MNCs (GSK is taken as example).This presentation was given by Faheem Siddiqui in Entrepreneur Conference at MBBS campus-Dadu of Sindh University on 09th October-13

1. Pharmaceutical Marketing

2. PAKISTAN PHARMACEUTICALS MARKET
 World Pharma Market Worth $300 Billion
 Pakistan Pharma MarketWorth $6.4 Billion-
2% of WorldTotal
 30 MNCs and 400 national manufacturing
units
 Share of MNC 45%
 Share of NCs is 55%
 Growth Rate 12% per annum

3. Top Companies
 TOP MNC GlaxoSmithKline holding 12%
Market Share
 National Company Getz Pharma holding 4%
Market Share

4. Top Companies in Pakistan
 GSK-GlaxoSmithKline
 Pfizer
 Abbott
 Novartis
 Sanofi-Aventis
 Roche
 Bayer
 Eli-Lilly
 Johnson & Johnson

5. Top National Companies
 Getz
 Sami
 Hilton
 Bosch
 Highnoon
 Macter
 Searle
 Wilson

6. Contribution to Economy
 600 companies are active in the field
 100,000 employees
 1% of sales of each company goes to R&D
fund of MOH
 More than 47000 Registered Drugs
 1100 registered Molecules
 Almost all are price controlled

7. Types Of Companies
 MNCs
 National Companies
 Marketing/ Franchisee/Third Party

8. New Business Model
(outsourcing)
 Vikor Pharma
 Muller and Phipps
 PremierAgencies
 Helium

9. Vikor Pharma
 Founded in 1979 as Distribution Company
 Largest National Phrama Distribution
Company in 1985
 Most Modern MIS , Booking and delivery
System
 Branches in Karachi, Lahore
, Islamabad, Quetta, Peshawar, Jhelum, Abbo
tabad
 Country wide Sub Distributors

10. Vikor Pharma
 Owe more than 33% share of GSK distribution
 Signed an agreement with GSK in July 2011
 Promotion of GSK Products with a SalesVolume
of PKR. 1 Billion
 Product Portfolio
 Ceporex, Seroxat, Revitale-B, Zentel, Lotrix,
Dependal-M, Tagamet, Piriton, Zyloric

11. Mission
Do More Feel Better Live Longer
 GlaxoSmithKline – one of the world's leading
research-based Pharmaceutical and healthcare
companies – is committed to improving the
quality of human life by enabling people to do
more, Feel them better and live a longer life

12. •Our Values

14. Some Brands of Gsk

15. International Federation
of Pharmaceutical
Manufacturers & Associations

16. Value of Ethical Promotion of Medicines
•Ethical promotion helps ensures that:
•Healthcare professionals have access to information they
require;
•Patients have access to the medicines they need; and
•That medicines are prescribed and used to benefit patients
worldwide
© IFPMA 2013

17. DOs & DON’Ts
ALLOWED
 Promotional Aids (strict provision)
 Items of Medical Utility (strict Provision)
 Hosting of Scientific Promotional Meeting
 Limited Sponsorship to genuine scientific event
 Cultural courtesy cards/gifts(i.e. inexpensive gifts
not related to items of medical utility and
allowed by local Law)
 Meals/Dinners if in connection to an event and
secondary
 © IFPMA 2013

18. DOs & DON’Ts
NOT ALLOWED
 Monetary Gifts
 Personal Gifts (i.e. flowers, jewelry, cars, etc.)
 Recreational Activities (i.e. golf, tickets to
sporting events, concert, vacations, etc.)
 Sponsoring of family events or paying for a
guest/companion
 Meals/Dinners if not in connection to an event
 Any form of entertainment (i.e. company paid
for musical performance during dinner
 © IFPMA 2013

19. Marketing Strategies
 Human Resource Department
 Marketing Department
 Training Department
 Hiring of Qualified & Skilled Personnel

20. Marketing Strategies
Medical
Department
Sales Management
Product
Management

21. Marketing Strategies
Develop
Marketing
Strategy &
Promo Material
Implement in
the Field
Approval by
Medical
Department

22. Marketing Strategies
 One to one Detailing to HCPs by Medical Rep
through When,Why, How
 Give Samples/starter packs to Drs
 Give Items of Medical Utility for promotion
 Participation in International and National
Conferences

23. Marketing Strategies
 Clinical Meetings
 Educational Programs for Drs.
 Sponsorship in Conferences and Seminars
 Donations to Govt. Hospitals
 Participation inTender Business
 EconomicalGifts like Pen,Torch,Tissue paper

24. Social Responsibilities
 GSK works under IFMPA CODE OF PRACTICE and
follows it’s values
 GSK is present in more than 100 countries that always
value it’s customers .
 In GSK all work done in a 100% pure environment , So
that their customers are benefitted.
 GSK works with NGOs in un-developed countries.
 GSK is largest producers of Vaccines in theWorld, works
in collaboration with NGOs

26. SWOT ANALYSIS
 STRENGHTS
 Global Presence in more than 100 countries
 Strong financial Position
 Number-1 research based MNC in Pakistan
 High Quality research Products
 Top company in Skin andVaccine segments
 Enjoying customer’s faith
 Strong , Qualified,TrainedTeam

27. SWOT ANALYSIS
 WEAKNESS
 Have to follow IFMPA’s Code of Practice
 Beaurocratic Style of Management
 Lack of Strong Controlling System
 Limited Field Force in Specialty Groups
 Frequent Shortages of Products

28. SWOT ANALYSIS
 OPPORTUNITIES
 New research Molecules to be launched
 Outsourcing of mature products
 Generics Products in Pipeline
 Emerging market ofVaccine
 Growth oriented FMCG Group

29. SWOT ANALYSIS
 THREATS
 Uncertain rules and regulations of Govt.
 No Patent Law/protection in Pakistan
 Increasing Inflation and value of US-$
 Increasing Competition by National Cos
 Large Field Force of National companies
 Unethical Practices of Competitors

30. Unethical Practices in Pharma
 Bribing
 Pick and Drop Services
 Payments of Utility Bills
 Heavy Discounts
 FOC Goods
 Checks/Cash incentives
 Expensive Lunch/Dinner

31. Unethical Practices in Pharma
 Free Medical Camps
 Monthly Salary
 Jewelry
 Furniture/Fixture
 Office Equipment
 Expensive Electronic Items

32. Unethical Practices
 Expensive Gifts
 ExcursionTrips
 Vacation Packages
 Local and ForeignTrips

33. Unethical Practices
 Renovation of Clinic
 Partner ship offers
 Installment offers
 And other Services