3. Executive Summary Introduce Pluto®, an effective and safe drug that targets a segment of the CML Ph+ patients that are in urgent need for treatment. Pluto® will be their best available option Our business model has an excellent profit margin and ROI.
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6. Fast actingNovartis is the 3rd leading pharmaceutical company in Egypt We have experienced MR We are the owners of Mirac®; a successful CML medication targeting intolerant and resistant patients to Mirac® Binds more effectively to Bcr-Abl Higher IC-levels than Mirac® Active against 32/33 of Bcr-Abl mutations most commonly associated with resistance to Mirac® Weakness Drug is taken 2 times daily risk of reduced patient compliance MR have a high turn over rate more expensive than 1st line treatment
7. SWOT (cont.) Opportunities Threats Strategic partner: Ministry Of Health (MOH) Several business partners Investment market in Egypt favors the introduction of new drug entity increasing rate of GDP. Different social classes in Egypt Limited number of concerned customers (only 50 hematologists and few oncologists) Decreased US aids to Egypt might decrease the financial support from the MOH to pharmaceutical companies Competitor: Dasatinib® of BMS with comparable efficacy to Pluto®.
8. Strategic Objectives Mission Statement: Our mission is to deliver “Pluto®”, a solution for patients intolerant or resistant to existing Ph+ CML therapies to ease their suffering, and enhance customer’s & society’s well-being. We aim to achieve a good profit margin for our stakeholders & reward dedication and innovation of employees.
9. Strategic Objectives Qualitative: Achieve team motivation, rewarding system to decrease medical representatives turnover. Provide an image for the company as innovative & participate in community services. Create a brand image as a safe, effective & rapid medication. Measure customer satisfaction via: survey at clinics. Retain physicians & patients. Increase patient awareness & compliance.
10. Strategic objectives Strategic Objectives Quantitative: Ranked as FIRSTdrug against resistant CML during a period of 5 years ROI = 7.9
11. Strategy Formulation Product offerings: Effective: Treat patients resistant & intolerant to Mirac® Rapid & durable: Response is within ~3 months Less S.E. Value to stakeholders: Not to lose market share but increase it. We own the 2 products (Mirac® &Pluto®). Enhance the Company’s Image.
12. Strategy Formulation Strategic scope of the project: Differential strategy targeting THREE groups: 1.High potential “Topnotch” hematologists 2.Median hematologists 3.High potential “Topnotch” oncologists
19. Marketing Communication Strategy Advertisements in Medical magazines Launching year: 6 2nd year: 3 3rd to 5th year: 2 Twoawareness campaigns for patients per year. Sponsorship for World Cancer Day (4th February) Participation of Novartis employees in local and international conferences for promotion of Pluto
