1. Strategic competitive edgeBest Practices from a leading multinationalpharmaceutical corp.Walid Saafan,8th Dec., 2009

2. Topics. Introduction Market Analysis / Core Product Performance Reports Comers to The Market (CTM) Market Elements of Growth (MEGR) Territorial Sales Report (TSR) Market Analysis Report (MAR) Promotional / Medical Analysis Reports ABCD chess incentive scheme Target Segmentation Grid Integrated reports2 | Strategic competitive edge | Walid Saafan 3. IntroductionBusiness Intelligence benefits BI reports enables decision makers to:Knowledge Access Business Information.Information Analyze business data. Data Prompt Act with Insight. Support senior managers to take strategic decisions. Data gathered from primary and secondary data sources and organized and presented according to business needs. Data consolidated into dashboards and Multidimensional reports visualize information easily from different prospective.3 | Strategic competitive edge | Walid Saafan 4. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation GridIntegrated reports 5. Market Analysis ReportFollow up CRP performance Leading corps market performance (month/YTD/MAT) Egypt Corporates market (Total Market) Month: 10/2007 MonthGRInc Inc Sales MS Company Sales GR%MS% MSG/L RankSales rankRank Total Market911,07824.1% Novartis PH40,48626.2% 118,4065 4.44%60.08% NOVARTIS 63,84124.9%0.05% EIPICO*54,17328.9%912,130 2 5.95%10.22% GLAXOSMITHKLINE* 54,05623.1% 1410,129 3 5.93%2 -0.05% SANOFI AVENTIS 49,983 -22.5% 21 (14,474) 20 5.49%3 -3.29% Leading products/ BUs performanceY06 Y07LYInc Sales LY Sales Novartis PH Leading brands Avg AvgSalesMS%MSG/L Sales SalesGR%GR% cont. sales sales CATAFLAM/CATAFAST 6,683 8,073 69859,347 2,362 33.8%40.1% 13.22% 1.07%20.4% VOLTAREN/FLOTAC 5,257 6,275 53987,278 1,880 34.8%37.9% 10.29% 0.90%15.9% TEGRETOL2,805 3,466 29114,738 1,827 62.8%48.0% 31.11% 1.13%10.4% Competitors top growth drivers 1st brand 2nd brandCom panyBrandSalesGR% Cont.Brand SalesGR% Cont. GLAXOSMITHKLINE*AUGMENTIN23.18 135.10 26.63 ZANTAC9.9683.60 11.44 NOVARTISCATAFLAM/CA 9.3533.80 13.16 VOLTAREN/FL 7.2834.80 10.245 | Strategic competitive edge | Walid Saafan 6. Core Products Performance Leading brands per defined strategic markets Graphical charts for the MS - MSG/L, Value sales & GR% Selection for the required period month/ YTD Follow up monthly sales/MS/GR trends Monthly Details/ RXs trendTareg range Product Performance IMS Data 09/2007MonthSep 07 Month IMS VALUE IMS Value GR% MS% MS G/LCONCOR/ PLUS5,664,600 -11.8%10.98% (2.04)CAPOTEN/ CAPOZIDE 4,893,000 10.7% 9.49% 0.52TAREG RANGE 4,289,300 22.9% 8.32% 1.24NATRILIX2,673,700 -4.2% 5.18%(0.48)NORVASC 2,286,100 17.0% 4.43% 0.47TRITACE/ COMP 2,159,600 12.2% 4.19% 0.28HYZAAR/ OZAAR/ FORTZAAR 1,788,200 13.9% 3.47% 0.28LASIX 1,453,000 119.8%2.82% 1.48 -4%-2%0%2%4% 6% 8% 10% 12% MS MS Gain/Loss Market GR%4.6%6 | Strategic competitive edge | Walid Saafan 7. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation GridIntegrated reports 8. Comers To the Market (CTM)What was introduced in the market? Identify the New Introductions (new brands) and Life Cycle Management (new packs) introduced in the market. Provide detailed information about NIs/ LCM brands, packs, molecule, public sales price, YTD sales impact . Can be done on a certain therapeutic class (ATC3) and/or corporate CTM8 | Strategic competitive edge | Walid Saafan 9. CTM deliverables Total market ATC3CRP Brand PackMol(s)NIs count LCMs count NIs YTD salesLCMs YTD sales NI YTD salesLCM YTD sales9| Strategic competitive edge | Walid Saafan 10. CTM deliverables specific ATC3/ CRP Select Class Select CRP All results filtered on the selected class/ corp. New competitors information available10| Strategic competitive edge | Walid Saafan 11. CTM analytical reports Leading CRPs in LCM/ NIs Get more insights about CRPsstrategy in terms of LCM/ NIs. Leading ATC3 in LCM/ Nis Get more insight about the attractivemarkets in terms of LCM/ NIs11| Strategic competitive edge | Walid Saafan 12. CTM Sample outputs Leading MNCs - LCMOthers (180),23,799,000 , 22%NOVARTIS, 39,246,800 SANOFI AVENTIS,, 35%2,127,700 , 2%MERCK AG*, 3,043,000 , 3%GLAXOSMITHKLINE*,3,471,600 , 3%AMOUN PHARM.CO.,3,896,400 , 4%EVA, 4,979,400 , 5%ABBOTT*, 5,117,000 , PFIZER*, 8,972,900 ,NI/ LCM breakdown per CRP 8% 5% 45,000,000 ALTANA*, 7,037,600 ,LUNDBEC., 6,423,900 ,MIACALCIC PLUS 7%SIRDALUD 2m g 20 6% (08.2006), 615,30040,000,000 (07.2006), 542,500VOLTAREN AMP 75mg 635,000,000 (04.2006), 6,362,10030,000,000 CATAFLAM AMP 75mg 6(04.2006) , 4,156,400 ANAFRONIL 75mg 2025,000,000 (02.2006), 4,306,60020,000,00038.6 MioCATAFLAM 50mg 2015,000,000 (02.2006), 13,232,70010,000,000 FLOTAC (01.2006), 5,000,00010,031,300 - Novartis PH12 | Strategic competitive edge | Walid Saafan 13. Conclusion CTM is an easy tool that give more insight about marketdynamics. The tool can be adapted easily in different scales fromsmall CPOs to regional level. Many new untapped information can be exployed that willsupport marketing and senior management to analyzemarket dynamics. Consolidated reports can easily extracted with pivotreports. Market insights13 | Strategic competitive edge | Walid Saafan 14. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation GridIntegrated reports 15. Market Elements of GRowth (MEGR) Think beyond what is possible15 | Strategic competitive edge | Walid Saafan 16. Market Elements of GRowth (MEGR) . Detail analysis for MKT/ MNCs/ OTHERs/ CRPs growth components: IMS classification:1. New Introductions2. Life Cycle Management3. Price Increase4. Units5. Others Growth due to interaction between simultaneous price and quantity changes- interactive effect. Growth due to exchange rate changes Residual growth : Growth caused by discontinued products or packs. Growth caused by new packs of existing form-strengths.Clear competitor growth drivers/ market potentiality16 | Strategic competitive edge | Walid Saafan 17. Market Elements of GRowth (MEGR) Y06 Market Elements of Growth IMS vs MEGR 20.0% 18.0% 16.0%6.9% 14.0% 12.0% 10.0%18.5% 8.0% 7% 6.0% 4.0%0.6%1.9% 2.0% 2.2% 0.0%PINIs LCM GR%Units Others17 | Strategic competitive edge | Walid Saafan 18. MEGR - Summary results List of all growth elements List of YTD value for each element along with automatedwaterfall chart (based on your selection). Select CRP Top 30 MNCsY06 - Value LY Sales NIs #LCM # PI #Y06 salesTotal market 7,864,762,700175,869,500145,901,500 46,086,5569,319,240,304Top 30 MNCs3,470,055,600 33,869,200 94,127,400 22,548,6754,108,206,308Novartis PH339,932,900994,300 41,758,1004,288,449411,320,804Y06 - GR Elements NIs LCMPIs UnitsOthersGR%Total market 2.2% 1.9%0.6%6.9% 6.9%18.5%Top 30 MNCs1.0% 2.7%0.6%4.1%10.0% 18.39%Novartis PH0.3%12.3%1.3% -5.2%12.4% 21.00%18 | Strategic competitive edge | Walid Saafan 19. MEGR - New Introductions Full details about NIs Detailed information including: CRP, brand, pack(s), PSP, introduction month, YTD value sales. NOVARTIS Y06 NIs Selection by CRP/ brand.16,000,000 627,30014,040,900 14,000,0002,014,200 NI strategy assessment. 12,000,000994,30010,405,100 10,000,0008,000,0006,000,0004,000,0002,000,000- TOTAL NIsMIACALCICFLOTACANTOPRAL HYPOTEARSPLUS19 | Strategic competitive edge | Walid Saafan 20. MEGR - Life Cycle Management LCM Full details about LCMs Detailed information including: CRP, brand, pack(s), PSP, introduction month, YTD value sales. Selection by CRP/ brand. NOVARTIS LCM-Y06 45,000,0006,843,000 83,200 579,200627,300 41,841,300 40,000,000 LCM strategy assessment.35,000,000 30,000,00014,392,4004,304,300 25,000,000 20,000,000 4,606,800 15,000,00010,405,100 10,000,0005,000,000-CATAFLAM ANAFRONIL75mg 6AMP75mg 6AMPCATAFLAM FLOTACVOLTAREN SIRDALUD MIACALCICCH (JUL) PLUS (SEP)Total50mg 20T2MG 20T75mg 20T(JAN)(FEB)(JUL)(APR)(APR)(FEB)20 | Strategic competitive edge | Walid Saafan 21. MEGR - Price Increases PIFull details about PIs Detailed information including: CRP, brand, pack(s), old/ new price, monthly PI sales impact. Selection by CRP/ brand.6,000,000NOVARTIS PIs -Y06 5,000,000 1,453,241 4,775,380 PI strategy assessment. 4,000,000 3,000,000870,923 486,931 1,964,285 2,000,000 1,000,000 - TOTALVOLTARENCO-TAREG TAREGGLYVENOL PROCTO21 | Strategic competitive edge | Walid Saafan 22. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation GridIntegrated reports 23. Territorial Analysis Report (TAR) Follow up sales on territorial level Consolidate territorial sales for our defined markets. The following dimensions are included: Month, Year Market All defined sales analyzer markets Product all defined products Zone Area The following measures are included: Value/ MKT_Value/ LY_Value/ LY_MKT_Value/ MS%/ LY_MS%/ GR%/ MKT_GR%/ MSG FF structure is included to follow up sales by DM/MR23territiries. | Strategic competitive edge | Walid Saafan 24. Territorial Analysis pivot table A pivot table consists of 4 main areas Drag & Drop required Dimension/ Measures24 | Strategic competitive edge | Walid Saafan 25. Territorial Analysis pivot table conclusion IMS territories are grouped according to BU/FF structure tofacilitate their sales follow-up along with competitors. Managements can easily identify competitor territorialpenetration. Tool can be linked to additional systems like CRM. Territorial growth drivers25 | Strategic competitive edge | Walid Saafan 26. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation GridIntegrated reports 27. Market Analysis Report (MAR) Analyze CRP/ Markets/ Classes national sales Consolidation of CRPs/ Brands performance analysis. Follow up on the following business areas: MNC/ Others market performance. CRP performance within Total MKT/ MNCs/ Others. NVP Bus performance within Total MKT/ MNCs. Products performance within relevant markets. Leading ATC3 classes on the market. GR driver per ATC/ CRP/ MKT. NIs/ LCM/ PI information and monthly sales impact. Defined KPIs (MS%, GR%, MSG). Tailored on the defined markets.27 | Strategic competitive edge | Walid Saafan 28. Market Analysis pivot table Multidimensional report is based on Excel pivot table. The following dimensions are included: Month CRP_Type MNCs/ All Others Market AHT MKT/ ANTIALZH MKT/ ANTIEPILEP MKT/ ANTI-PSYCHO MKT/ CHOLESTROL MKT/ NSAID MKT/ OSP MKT/ REP MKT. Corporate all corporates in the market NVP_BU CNS/ CVS/ IM/ MP/ ONCO/ OPHTHA/ TRANS. Class ATC3. Product_Group grouped products (eg TAREG_GROUP etc.) Product all products in the market Pack product pack The following measures are included: LY_Units/ Units/ LY_Value/ Value/ NI_Value/ LCM_Value/ PI_Impact28 | Strategic competitive edge | Walid Saafan 29. Market Analysis pivot table cont., A pivot table consists of 4 main areas Dimensions Measures Drag & Drop required Dimension/ Measures29 | Strategic competitive edge | Walid Saafan 30. Market Analysis pivot table conclusion Comprehensive information repository that can be tailoredeasily to corporate needs (specific market, customizedclass, BU, Product group, etc definitions). Include many additional calculated fields like: NI, LCM, PIimpact. Competitor insights30 | Strategic competitive edge | Walid Saafan 31. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation GridIntegrated reports 32. Promotional analysis report Projected details in our defined markets Follow up projected details in our defined markets. The report includes the Dr Specialties and productstrength. The following dimensions are included: Qtr / Year Market Specialty Product Strength The following measures are included: LY_Details/ Details32 | Strategic competitive edge | Walid Saafan 33. Medical analysis report Projected RXs in our defined markets Follow up projected RXs in our defined markets. The report includes the Dr Specialties, product strength and area. The following dimensions are included: Qtr / Year Market Specialty Product Strength Area The following measures are included: LY_RXs/ RXs33 | Strategic competitive edge | Walid Saafan 34. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation GridIntegrated reports 35. ABCD CHESS incentive scheme Create best in class incentive scheme based on Salesgrowth and market share gain Incremental incentive steps (with sales GR/ MS gain) Identify high performance/ lower performers MRs on eachproduct/ line Incentive is linked to the MR performance, equally opportunities forsmall/ large territories. Simple calculation criteria. Align CPO objectives with Field force targets35 | Strategic competitive edge | Walid Saafan 36. ABCD CHESS Data Sources36 | Strategic competitive edge | Walid Saafan 37. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation Grid (TSG)Integrated reports 38. Target Segmentation Grid (TSG) Redefine target Drs based on their potentiality and adoption(9 grid). Different overviews about our target Drs. Pre-defined strategies for each Dr type. Utilize marketing mix tools to the right target. Assess MR workload.38 | Strategic competitive edge | Walid Saafan 39. TSG System InputsPM InputFF Input PM inputFF input GRID steps (L/M/H) Dr Potentiality Dr Adoption Target visits/day39 | Strategic competitive edge | Walid Saafan 40. TSG deliverables Filter grid results by different criteria/ combinations Zone, IMS Territory, Specialty, GRID Count of Drs & % per Grid (based on the selection criteria) Count of Drs & % per tier. List of all Drs with complete information (based on theselection criteria, Zone/ Territory/ Specialty/ Grid). Calculate the estimated MR number equivalent based onthe defined target call frequency per grid.Increase productivity with less cost40 | Strategic competitive edge | Walid Saafan 41. TSG deliverables, cont.41 | Strategic competitive edge | Walid Saafan 42. AgendaMarket Analysis / Core Product Performance ReportsComers to The Market (CTM)Market Elements of Growth (MEGR)Territorial Sales Report (TSR)Market Analysis Report (MAR)Promotional / Medical Analysis ReportsABCD chess incentive schemeTarget Segmentation Grid (TSG)Integrated reports 43. Integrated reports Integrate different data sources to assess the FFperformance like: Link FF coverage (Siebel Focus) to territorial MS% (IMS) to identify the relationship between calls and MS%. Company sales and IMS territorial sales. Example: FF whistler report Integrate IMS data with CRM Compare Zone/ Line MRs vs competitors within the same territories. Compare MRs within the same line to each others43 | Strategic competitive edge | Walid Saafan 44. FF whistler sample reports44 | Strategic competitive edge | Walid Saafan 45. FF whistler sample reports45 | Strategic competitive edge | Walid Saafan 46. Sky is the not a LIMIT Thank you46 | Strategic competitive edge | Walid Saafan