Hexgabalin pharmaceutical marketing plan - case study

Case StudyRe-Launch of HEXGABALIN

BY ABDELRHMAN TANTAWY

Executive Summary

1/31/2013 HEXAGABLIN RE-LAUNCH PLAN - ABDELRHMAN TANTAWY 2

Agenda

1. Market Overview

2. RXs Overview

3. SWOT Analysis

4. Market Key Issues & Strategic Imperatives.

5. Pricing

6. Source of Business.

7. Brand Vision & Positioning.

8. Key Promotional Messages.

9. Sales Forecast

10.A&P

11.Sales force structure

12.Key Innovative Projects.

13.Calendar of activities.


1. Market Overview Market Analysis

155,785

374,772

765,706

1,318,411

2,240,812

723,460 764,526

969,848 963,913 899,620

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

UnitsY/2008

(Absolute)

UnitsY/2009

(Absolute)

UnitsY/2010

(Absolute)

UnitsY/2011

(Absolute)

UnitsY/2012

(Absolute)

Pregabalin vs Gebapentin – by unit

PREGABALIN GABAPENTIN



22,135,762

40,459,490

71,940,784

105,627,381

153,071,629

29,594,234 32,249,497 41,204,391 43,702,380 40,403,711

-

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

160,000,000

180,000,000

LE SalesY/2008

(Absolute)

LE SalesY/2009

(Absolute)

LE SalesY/2010

(Absolute)

LE SalesY/2011

(Absolute)

LE SalesY/2012

(Absolute)

Pregabalin vs Gebapentin – by value

PREGABALIN GABAPENTIN


1. Market Overview

155,785 189,543 258,875 339,556 449,8560165,337

366,345445,540

421,697

0

11,817

46,90077,969

298,258

0

0

0

0

133,917

0

8,075

66,380

99,263

126,348

0

0

0

39,301

314,717

0

0

9,226

129,653

186,850

0

0

4,662

18,096

15,230

0

0

13,318

169,033

293,939

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

UnitsY/2008

(Absolute)

UnitsY/2009

(Absolute)

UnitsY/2010

(Absolute)

UnitsY/2011

(Absolute)

UnitsY/2012

(Absolute)

PREGABALIN – by unit

LYRICA PREGDIN-APEX PREGAVALEX IRENYPATHIC PAINICA LYROLIN KEMIRICA HEXAGABALIN Others

Market Analysis



723,460 764,526 969,848 963,913 899,620

324,451 368,839425,627 357,902 393,159

329,848 333,064

460,340 423,376 318,62268,744 55,674

57,14145,160

50,9130 0

0 98,152106,879

0 0

0 07,445

0 405

22,969 32,62617,421

0 0

0 02,717

417 6,544

3,771 6,6972,169

0 0

0 0295

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

UnitsY/2008

(Absolute)

UnitsY/2009

(Absolute)

UnitsY/2010

(Absolute)

UnitsY/2011

(Absolute)

UnitsY/2012

(Absolute)

GABAPENTIN- by unite

GABAPENTIN GAPTIN CONVENTIN

NEURONTIN NEUROGLOPENTIN GABIMASH ADAPTAN

LEPTICURE GABALEPSY GABAPENTIN


1. Market Overview Sales trend

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

UnitsY/2008

(Absolute)

UnitsY/2009

(Absolute)

UnitsY/2010

(Absolute)

UnitsY/2011

(Absolute)

UnitsY/2012

(Absolute)

PREGABALIN – by value

LYRICA PREGDIN-APEX PREGAVALEX IRENYPATHIC PAINICA LYROLIN KEMIRICA HEXAGABALIN


1. Market Overview Sales trend

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

UnitsY/2008

(Absolute)

UnitsY/2009

(Absolute)

UnitsY/2010

(Absolute)

UnitsY/2011

(Absolute)

UnitsY/2012

(Absolute)

PREGABALIN – by value

LYRICA PREGDIN-APEX PREGAVALEX IRENYPATHIC PAINICA LYROLIN KEMIRICA HEXAGABALIN


This is about 40% market growth with

indicate special market situation we need to

dig more about it

1. Market Overview


Our competitors Primary Secondary

1. Market Overview Top Player Market Share 2012

LYRICA34%

PREGDIN-APEX18%

GAPTIN11%

PREGAVALEX9%

CONVENTIN7%

IRENYPATHIC6%

PAINICA6%

LYROLIN4%

KEMIRICA3%

NEURONTIN2%

Pregabalin & Gebapentin

Market shares –value 2012


1. Market Overview Top Player Market Share 2012

LYRICA42%

PREGDIN-APEX22%

PREGAVALEX11% IRENYPATHIC

8%

PAINICA7%

LYROLIN5%

KEMIRICA4%

HEXAGABALIN1%

Other10%

Pregabalin Defined Market shares – value 2012


Rx Overview


2. Rx Overview Prescribers %

60%19%

10%

5%4% 2%0%

Pregabalin Rx by Specialty %

ORTHO. IM G.P.

NEURO/PSYCH DERM. CARD.

PULM

29%

23%13%

13%

9%

4%3%2%2%2%

Gabapentin Rx by Specialty %

G.P. ORTHO. IM

NEURO/PSYCH DERM. OTORH.

CARD. SURG. PULM

GYN


2. Rx Overview Prescribers by disease in %

LYRICA PREGDIN-APEX IRENYPATHIC PREGAVALEX LYROLIN PAINICA HEXAGABALIN Total

-E14 DIABETES MELLITUS E10 32.00 35.94 18.67 18.47 13.06 18.67 2.58 139.39

-M54 OTHER DORSOPATHIES M50 35.26 19.35 16.71 31.40 16.10 16.71 - 135.54

-M48 SPONDYLOPATHIES M45 11.93 9.33 4.20 9.18 11.30 4.20 - 50.14

-M79 OTH SOFT TISSUE DIS M70 9.14 1.91 8.45 9.25 3.38 8.45 - 40.58

-G58 NER/NER RT/PLEX DIS G50 4.81 8.28 5.37 7.58 7.22 5.37 0.62 39.24

-B09VIR INF SK/M MEM LES B00 6.84 8.14 3.68 2.26 4.31 3.68 - 28.90

-G64POLYNE/OTH DIS PERIP G60 7.92 6.92 3.02 1.40 1.67 3.02 - 23.95

-M19 ARTHROSIS M15 4.57 - - - 0.88 - - 5.45

-R69 GEN SYMPTOMS/SIGNS R50 1.67 2.01 - 1.12 - - - 4.80

-M43 DEFORMING DORSOPTHY M40 - - 0.85 2.52 - 0.85 - 4.22

-Q79 CON MLFM MSSKEL SYS Q65 - - - - 2.49 - - 2.49


3. SWOT Analysis


SWOT analysis

S W

O T


SWOT analysis

1. Price

2. Availability

3. Well known molecule

S


SWOT analysis

1. Strength Availability

2. Non Competitive Price

3. Brand Establishment

4. Low Prescription Rate

SWOT analysis

W


SWOT analysis

1. Highly growing market

2. Current perception about Pregabalin and its market growth over other molecules

3. Shifty from Gebapentin to Pregabalin

4. Diversify specialty

SWOT analysis

O


SWOT analysis

1. Well established competitors

2. Multiple competitor

3. Smaller packs and less prices

SWOT analysis

T


4. Market Key Issues & Strategic Imperatives.


Market Key Issues & Strategic Imperatives

Below the main market key issues and strategies:1. Establish efficacy & credibility2. Capitalize on having a unique and un-comparable brand3. Generation and growth of prescriptions in several indications4. Shape the market of Pregabalin.5. Being the first option generic brand in Pregablin market


5. Pricing


Pricing There are four main strategies regarding pricing :

Competitive pricing Differentiation pricing

Skimming pricing Penetration pricing


PricingHow can we compare prices with different concentration & number of tablets ??!!

We can use this Equation

Prices Index = Price per tablet (Price / no. tablet )

Concentration

X 100


Price Index

- 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00

10.00Price Index


PricingFrom the price index before we can find that:

1. HEXGABALIN is an average generic brand price.

2. According to the market leader we are about 40% more economic that Lyrica

3. According to PREGDIN-APEX (18% total market share ) we are slightly more expensive

4. We do not have enough high concentrations, low value concentrations


6. Source of business


Rx Prescribers %

60%19%

10%

5%4% 2%0%

Pregabalin Rx by Specialty %

ORTHO. IM G.P.

NEURO/PSYCH DERM. CARD.

PULM

29%

23%13%

13%

9%

4%3%2%2%2%

Gabapentin Rx by Specialty %

G.P. ORTHO. IM

NEURO/PSYCH DERM. OTORH.

CARD. SURG. PULM

GYN


Indication %

DIABETES MELLITUS28%

OTHER DORSOPATHIES27%

SPONDYLOPATHIES 10%

OTH SOFT TISSUE DIS 8%

NER/NER RT/PLEX DIS 8%

VIR INF SK/M MEM LES 6%

POLYNE/OTH DIS PERIP 5%

Others8%

Indication %

DIABETES MELLITUS

OTHER DORSOPATHIES

SPONDYLOPATHIES

OTH SOFT TISSUE DIS

NER/NER RT/PLEX DIS

VIR INF SK/M MEM LES

POLYNE/OTH DIS PERIP

Others


Source of business

Based on

RXsand indication

We need to focus on below specialty:

1. Ortho

2. GPs

3. Neuro

4. IM

We need to focus on these indications:

1. DIABETES MELLITUS

2. OTHER DORSOPATHIES

3. SPONDYLOPATHIES

4. OTHER SOFT TISSUE DIS

5. NER/NER RT/PLEX DIS


7. Brand Vision & Positioning.


Vision

To be the generic of choice for neuropathic pain

Build a great credibility approach among doctors


MissionFor re-launching HEXGABALIN we need different missions and strategies to build our brand between this big market full of competitors

S3Fulfilling

the market gaps

S2Hitting the

competitors

S Build the

perception


Positioning

In this busy market we need to take different approach to enter a market we do not have a tangible differentiation points, we all had the same molecule and the

same average prices

We need to select and focus on powerful positioning strategy to enter this market the right way


Positioning strategies



1st phase (two Q)We will use this strategy to enter the market in different way to build a powerful perception and create a good positioning

It is not for sales generation as we will target the unexpected market just for branding



2nd phase (two Q)We will use this strategy to enter the market in different ways to build a powerful perception and create a good positioning


8. Key Promotional Messages


StrategyWe will create a universal campaign for neuro specialty, using the same message and materials for all specialties, then start customizing it for each indication.

1st phase

We will focus on neuro as an anti-epileptic product

2nd phase

Hitting the competitors in their main indication, • in Diabetic nephropathy• Ortho

3rd phase

General neuropathic pain product of choice, with customized materials for each indication


StrategyWe will create a universal campaign for neuro specialty, using the same message and materials for all specialties, then start customizing it for each indication.

1st phase

We will focus on neuro as an anti-epileptic product

2nd phase

Hitting the competitors in their main indication, • in Diabetic nephropathy• Ortho

3rd phase

General neuropathic pain product of choice, with customized materials for each indication


Gratefully our honorable

competitors already did this

step for us regarding

awareness of pregablin and

neuro molecule in neuropathic cases

To enter this busy market we need to catch/different/reminding message.

Differentiate our product from the competitor’s Address important customer buying criteria Highlight key product characteristics

Creative Idea

Generation


Marketing message should be : Meaningful Differentiating Important Sustainable Believable Credible

Creative Idea

Generation


HEXGABALINWe need a brand name reminding message for 1st

phase market penetration Creative

Idea Generation


Creative Idea

Generation

THEHEXA


HEXGABALINThe HEXA reasons why you need to use Hexgabalin

The HEXA advantages of Hexgabalin

The HEXA indications of Hexgabalin

Etc..

THEHEXA


9. Sales Forcaste


Sales trend

22,135,762 40,459,490

71,940,784

105,627,381

153,071,629

214,300,281

29,594,234 32,249,497 41,204,391 43,702,380 40,403,711 36,363,340 51,729,996

72,708,987

113,145,175

149,329,761

193,475,340

251,517,942

-

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

LE SalesY/2008

(Absolute)

LE SalesY/2009

(Absolute)

LE SalesY/2010

(Absolute)

LE SalesY/2011

(Absolute)

LE SalesY/2012

(Absolute)

LE SalesY/2013

(Estimated)

Estimated 2013 sales

PREGABALIN GABAPENTIN Total market


Sales Forecasting - value We will forecast about 3% total market share for year 2013:

Total market 2013 = 250M LE || Hexgablin = 250M x 3% = 7.5M LE

That means 500% growth over last year


Sales Forecasting - unitAfter analyzing packs sales we found out below:

CAPS 75 MG 20

CAPS 150 MG 20

CAPS 50 MG 20

LARICA

CAPS 5 MG 20

CAPS 100 MG 20

CAPS 300 MG 20

PREGDIN-APEX

CAP.GEL.HARD 75 MG

30

CAP.GEL.HARD 150 MG

20

CAP.GEL.HARD 75 MG

20

CAP.GEL.HARD 300 MG

10

PREGAVALEX

CAPS 75 MG

30

CAPS 150

MG 30

HEXAGABALIN


Sales Forecasting - unit

√The sales of 75mg caps overcomes 150mg by almost double share√The 50mg overtake the 75mg in some brands √Unsuccessful 300mg concentrations due to unknown reasons (needs field

research) √The smaller the pack, the larger the reach


Forecaster 2013

DescriptionPrice/RS

PPrice/P

TT Jan Feb Mar Qtr. I Apr May Jun Qtr. II Jul Aug Sep Qtr. III Oct Nov Dec Qtr. IV Total

Unit Unit 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 unite

HEXAGABALIN33% 33% 33% 12% 33% 33% 33% 12% 39% 37% 24% 41% 43% 29% 29% 35%

CAPS 75 MG 30EGP

120.00 84.002,400 2,400 2,400 7,200 2,400 2,400 2,400 7,200 9,577 8,978 5,986 24,541 9,000 6,000 6,000 21,000 60,000

CAPS 150 MG 30EGP

111.00 77.701,120 1,120 1,120 3,360 1,120 1,120 1,120 3,360 4,469 4,190 2,793 11,452 4,200 2,800 2,800 9,800 28,000

Total . Sales (units)3,520 3,520 3,520 10,560 3,520 3,520 3,520 10,560 14,046 13,168 8,779 35,993 13,200 8,800 8,800 30,800 88,000

TotalT. Turnover (LE)288,624 288,624 288,624 865,872 288,624 288,624 288,624 865,872 1,151,72

21,079,74

0 719,826 2,951,288 1,082,340 721,560 721,560 2,525,460 7,215,600


10. The A&P budget


A&P budgetWe had four main methods to estimate our target

Fixed percentage

of sales

Same level as

competitorsTask Residual


A&P budget

Due to market potentiality and our positioning strategy we need to invest in our brand till building our perception, then we can take % from sales to update our activities

Same level as

competitors


11. Sales force structure

Sales force Structure

To calculate sales force structure we need to calculate number of doctors with their potentiality in each governor

Based on our phasing criteria we will select the right specialty.


Sales force StructureWe will use the below equation to calculate each area potentiality, therefore number of medical reps will cover it

# medical reps =

x 11 month

# medical reps visits per year

SEC class

# of doctors

Visits/month

A 8

B 4

C 2


12. Key Innovative Projects.

Key Innovative Projects.To create a tipping point in our brand we need to make a dramatic change in the market characteristic to gain a noticeable market share

The Concentration

VS packing

The HEXA indication

project

Chronic user trade deal


13. Calendar of activities.


Calendar of activities.2012

Item January February March April May June July August September October November December TotalNew Launches Facelifting Gel Shaving cream -

New aftershave bottle aftershave cologne - Promotion -

Key Account Buy two get one offer Nothing else campaign 150+Blam offer Instore activ 35,000 gel+balm 35,000

Wholesaler BiC Bundle Nothing else campaign 20,000 Covarage* gel+balm 20,000

Retail BiC Bundle Nothing else campaign 10,000 gel+balm 10,000

El-Koshk BiC Bundle - Communication -

TV -

Radio 120,000 160,000 280,000

Magazine 30,000 30,000

OutDoors 700,000 700,000

Online 120,000 80,000 200,000 Road Show -

Cairo 102,000 102,000

Summer 50,000 50,000

Total Budget - - - - 240,000 - 312,000 840,000 35,000 - - - 1,427,000


Thanks for your time

Hexgabalin pharmaceutical marketing plan - case study

Marketing

Transcript of Hexgabalin pharmaceutical marketing plan - case study