Pharmaceutical Marketing Plan Case Study

Pharmaceutical Marketing Plan Case Study

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Pharmaceutical Marketing Plan Case Study

Disclaimer: I created this Pharmaceutical Marketing Plan Case Study for local pharmaceutical company in Egypt couple of years ago. All the data presented in this case study are real and practical but might become not relevant to the current status of the product because the plan was created couple years ago. The challenges and level of details explained in this article would be really valuable to Master Marketing Planning and see how a complete Marketing Plan looks like. 

Also, there is no right or wrong in marketing, the more you practice the better you get. So try to take the following Pharmaceutical Marketing Plan Case Study as a Start to see how full fledged marketing plan looks like.

This Pharmaceutical Marketing Plan Case Study created for DELPIRAMATE ® which is anti-epileptic and anti-migraine Product, manufactured by Delta Pharma Company in Egypt, it’s active ingredient is Topiramate. Here under the full Pharmaceutical Marketing Plan Case Study I created for DELPIRAMATE:

1. Executive Summary:

Key issues, current position, potential overview of the outcome.

2. Corporate Strategy:

Mission, Vision and Value.

3. Macro/Micro Analysis:

PESTEL (External Audit), Internal Audit, Porter 5 Forces and SWOT.

4. Marketing Objectives:

Financial & Marketing Objectives.

5. Marketing Strategies:

Competitive Marketing Strategies, Segmentation, Targeting, Positioning.

6. Marketing Tactics:

Marketing Mix (7 P’s).

Implementation:

Tasks, resources, Budgeting, contingency plans.

7. Monitoring and control.

Let’s start the journey and enjoy full Pharmaceutical Marketing Plan Case Study …

1. Executive Summary: (Pharmaceutical Marketing Plan Case Study)

  • DELPIRAMATE is antiepileptic and anti migraine Product.
  • DELPIRAMATE was positioned in Migraine and was prescribed in Epilepsy only.
  • The new product development strategy is to be positioned in Epilepsy as Main indication (75%) and Migraine as Minor Indication (25%).
  • DELPIRAMATE Competitive Advantage Strategy is Cost Leadership and its double Scored competitive advantage.
  • DELPIRAMATE in the Introductive Phase of the PLC and in Market Penetration Stage in Ansoff’s Matrix, which need more investments to grow and proper control of pull and push strategies.
  • DELPIRAMATE Market Share Units was 4.5 % in 2007, 8.5 % in 2008 and the Marketing Objective is to be 15% in 2009 from Total Topiramate Market.
  • DELPIRAMATE Market Share (Units) in 2007 was 16.7%, in 2008 was 26% and the Marketing Objective for 2009 is 41% from Total Topiramate 100mg Market.
  • DELPIRAMATE will achieve the expected Market Share in 2009 through proper management of the Seven P’s consistently and effectively.
  • The Internal Communication factors are of great impact to achieve the DELPIRAMATE Marketing Objectives in 2009.

2. Corporate Strategy: (Pharmaceutical Marketing Plan Case Study):

2.1. DELTA PHARMA Vision:

  • Delta Pharma aims to be ranked within the top ten companies among the Arabian generic pharmaceutical manufacturers in the coming ten years.
  • Development & innovation are our concerns to produce outstanding products required by the medical professions.

2.2. DELTA PHARMA Mission:

  • What’s really needed versus what really exists is the equation that we commit ourselves to achieve.
  • We therefore concentrate our main efforts in introducing & promoting products variety in the pharmaceutical markets.
  • Our merciful thinking is to produce different medications for serious diseases to satisfy our customers’ requirements.
  • Sharing interest & mutual cooperation with international research centers for technology transfer of genetic medicines is one of our future strategies.

2.3. Delta Pharma Values:

:: INTEGRITY
All our actions & interactions reflect the highest quality because we provide the highest standards of ethics & integrity.

:: Leadership
Good leadership using empowering, modeling leads to sustained superior performance .

:: Team work
We have found that to be a successful company we must let people to think, let them to express themselves & to work with a team spirit.

:: Innovation
All tomorrow’s reality started with today’s great ideas. So no specific age or size, only creativity is all we need.

:: Customer focus
We are responsible for identifying, anticipating and satisfying customer’s requirements. That’s why you are always in our mind.

:: Community
Because your healthy life comes first, our mission is to operate a better place to live in.

:: Quality
Our mission is to produce products with the highest quality that will satisfy customer needs & improve life.

3. Macro/Micro Analysis (Macro and Micro environmental Audit): Pharmaceutical Marketing Plan Case Study

 

3.1.1. Political Factors affecting Macro-environmental Analysis:

(Pharmaceutical Marketing Plan Case Study):

3.1.1.1. Stability Of Political System:

The political system in Egypt is stable since 28 February 1922 (from UK).

3.1.1.2.Taxation in Egypt:

In 2003, Egypt’s corporate tax rate was 40%, reduced to 32% for industrial companies, and profits made through export operations. Branches of foreign companies are treated the same as domestic companies. The government is planning to introduce a uniform corporate tax structure.

Personal income tax is assessed according to a progressive schedule with rates from 5% to 25%. The standard deduction for a single person is E£2,000 (about $328).

The main indirect tax is the General Sales Tax (GST), set at 10% for most product, and 25 on a few others. Services are taxed at lower rates of 5% and 10%. There are also stamp duties that range from ranging from E£100 to E£600 (roughly, $15 to $100).

for more information: http://www.incometax.gov.eg/

3.1.1.3.Employment Law:

Generally the Multinational Pharmaceutical Companies are having lower turnover than National or Local Pharmaceutical Company.

To Reduce Our Turnover in N-92: we should focus on the Internal communication within N-92 and Satisfying our Internal Customers first.

The Internal Communication will be discussed in the marketing mix.

3.1.2. Economic factors affecting Macro-environmental Analysis:

(Pharmaceutical Marketing Plan Case Study):

  • There is general world economic crisis allover the world but in Egypt, we didn’t affect yet with that crisis.
  • The National Companies (as DELTA PHARMA) is likely effected than International or Multinational Companies.
  •  The Economic Price of DELPIRAMATE is better than all of the competing products, which resulted in an opportunity of increasing its market share within the global economic crisis.

3.1.2.1. The Inflation Rate:

  • The Inflation rate in Egypt is high in comparison to USA or UK.
  • The inflation rate in Egypt is 18%.  As you know by increasing the inflation rate, the purchasing power decrease. But DELPIRAMATE isn’t affected yet because its economic price is helping the patient to purchase the product.

3.1.2.2. GDP:

  • GDP Real Growth Rate: 6.9%.
  •  GDP – per capita (PPP): 5,400 $.
  • Labor force: 24.72 million .

3.1.2.3. Unemployment rate: 8.7%.

Telephones – mobile cellular: 30.065 million, which means those customers are willing to pay for Pharmaceutical Products.

3.1.2. Social Factors affecting Micro-environmental Analysis:

Egypt Population: 83,082,869 (July 2009 est.) .

Age Structure:

 0-14 years: 31.4% (male 13,345,500/female 12,743,878) .

15-64 years: 63.8% (male 26,823,127/female 26,169,421) .

65 years and over: 4.8% (male 1,701,068/female 2,299,875) (2009 est.)

Median Age:

total: 24.8 years
male: 24.4 years
female: 25.2 years (2008 est.).

Population growth rate: 1.642% (2009 est.).

3.1.3. Environmental Factors affecting Macro-environmental Analysis:

(Pharmaceutical Marketing Plan Case Study):

DELPIRAMATE PRODUCT isn’t affected to the environmental changes as some pharmaceutical products; hormones. Except the previous factor, the environmental changes aren’t affecting the DELPIRAMATE efficacy or safety.

3.1.4. Legal Factors affecting Macro-environmental Analysis:

(Pharmaceutical Marketing Plan Case Study):

 

 

3.2. Micro-environmental Analysis:

  • The Five changing dynamics For Micro Environmental Analysis.
  • Porter Five Forces.
  • SWOT Analysis.

3.2.1. The Five changing dynamics For Micro Environmental Analysis:

  • Business.
  • Competitors.
  • Suppliers.
  • Customers.
  • Stakeholders.

3.2.1.1. Business Factors affecting Micro Environmental Analysis:

(Pharmaceutical Marketing Plan Case Study):

3.2.1.1.1. Managerial Sub-factors:
  • Delta Pharma Sales Pattern:

  • Neuropsychiatry Sector Rank:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Organogram Of N-92 Business Unit:

 

3.2.1.1.2. Competitive Sub-factors:

 

3.2.1.1.2.1 Product Profile:

(Pharmaceutical Marketing Plan Case Study):

 

3.2.1.1.2.2 Product History:

(Pharmaceutical Marketing Plan Case Study):

3.2.1.1.2.3 Indications:

(Pharmaceutical Marketing Plan Case Study):

Common Indications:

In Epilepsy:

  • Monotherapy:

Newly diagnosed patients.

Conversion from another AED to DELPIRAMATE.

  • Add On Therapy:

Partial Onset Seizures.

Lennox Gastuat Syndrone.

Generalized Tonic Clonic Seizures.

In Migraine:

Prophylaxis of Migraine Headache.

3.2.1.1.2.4. Pharmacokinetics:

(Pharmaceutical Marketing Plan Case Study):

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Metabolism:
  • The remainder is extensively metabolized by hydroxylation, hydrolysis, and glucuronidation.
  • Six metabolites have been identified in humans, none of which constitutes more than 5% of an administered dose.
3.2.1.1.2.5: Mechanism of Action:

(Pharmaceutical Marketing Plan Case Study):

Other side effects:
  • psychomotor slowing                                   4.1 %
  • memory problems                                       3.3 %
  • Fatigue                                                       3.3 %
  • Confusion                                                    3.2%
  • Somnolence (state of near-sleep)                  3.2 %

 

 

Notes:

  • RE=Refractory Epilepsy
  • RD=Recommended Dose

Precautions:

Patients with Renal or Hepatic Impairment, have a risk of Calculi information (especially in predisposed patients). So hydration is recommended to reduce the risk.

Pregnancy:

  • Teratogenic effects ( in mice, rats and rabbits).
  • Calculate the Risk/Benefit Ration.

Lactation:

  • Excreted in Breast Milk.
  • Discontinue Nursing or the Drug.

Overdosing:

Symptoms of overdose may include but are not limited to:

  • seizures
  • dizziness, drowsiness, tiredness
  • agitation
  • depression
  • speech problems
  • blurred vision, double vision
  • troubled thinking
  • loss of coordination
  • inability to respond to things around you
  • loss of consciousness
  • confusion and coma
  • fainting
  • upset stomach and stomach pain
  • loss of appetite and vomiting
  • excessive hunger
  • shortness of breath; fast, shallow breathing
  • pounding or irregular heartbeat
  • muscle weakness
  • bone pain

A specific antidote is not available. Treatment is entirely symptomatic.

3.2.1.1.2.2 Competitive Marketing Intelligence:

(Pharmaceutical Marketing Plan Case Study):

 

3.2.1.1.2.3 Market Analysis:

(Pharmaceutical Marketing Plan Case Study):

The previous data shows that total Egyptian Market, Anti-epileptic Market, Anti-migraine Market and Topiramate Market is growing, which is an opportunity for DELPIRAMATE to grow.

 

Topiramate® Market Analysis:
  • The Market Leader (Rx) is TOPIRAMATE.
  • Market Leader (Value) is TOPAMAX.

 

3.2.1.1.3. Financial Sub-factors:

(Pharmaceutical Marketing Plan Case Study):

Delta Pharma; Neuropsychiatry Department is a great sector which have good financial environment, and we always are looking for the best financial assists that can help us to get the most of our Product Specialists.

Tips for enhancing the Financial Environment that N-92 as:

  • Increasing Product Specialists Net Salary to 1400-1500 LE.
  •  Facilitating Cars from the 1st month of Work; even if Company Cars not Own Cars.
  •  Fuel Expenses or Transportation Expenses.
  •  Clear Incentive Scheme to make the Product Specialist to make DELPIRAMATE the STAR in the Market.
  •  Other financial issues will be discussed in the Marketing Mix (People Part).
3.2.1.1.4. Technical Sub-factors:

(Pharmaceutical Marketing Plan Case Study):

The great technical process always help the system to be step forward.

In Delta Pharma:

  • We Have ETMS (Electronic Territory Management System).
  • Providing Laptops for top management.
  • facilitating the Internet access for Office Managers.
  • Providing Professional e-mail account for each employee in Delta Pharma.
  • Different types of electronic reports; marketing intelligence reports, weekly plan, weekly reports…etc.

The Five changing dynamics For Micro Environmental Analysis:

  • Business.
  • Competitors.
  • Suppliers.
  • Customers.
  • Stakeholders.

3.2.1.3. Suppliers Factors affecting Micro Environmental Analysis:

(Pharmaceutical Marketing Plan Case Study):

  • DELPIRAMATE Supplier is to the Production factory in 10th Of Ramadan City.
  • DELPIRAMATE 100 mg is provided in enough quantities all over 2009-2010.
  • We have an issue in DELPIRAMATE 25 mg, if we can produce it, the results will be great in penetrating the market very powerfully.

DELPIRAMATE have 8 distributors:

  • UCP (the main distributor).
  • Ibnsina.
  • Multipharma.
  • Egydrug.
  • Overseas.
  • EMIC.
  • Sofico.
  • Direct.

Sales Analysis of Distributors Performance: 

Recommendations for better Distributors Management: For DELPIRAMATE, the most important distributors are:

1.UCP.

2.Ibnsina.

3.Overseas.

The Five changing dynamics For Micro Environmental Analysis:

  • Business.
  • Competitors.
  • Suppliers.
  • Customers.
  • Stakeholders.

3.2.1.4. Customers’ Factors affecting Micro Environmental Analysis:

(Pharmaceutical Marketing Plan Case Study):

Our Target Segment is Neuropsychiatry (NU-NP) Doctors as main customers. More details will be in Segmentation & Targeting Part.

3.2.1.4.1. Marketing Research:

(Pharmaceutical Marketing Plan Case Study):

  • I will conduct four marketing researches for DELPIRAMATE, each one conducted one quarterly basis.
  • On each quarter, I will send Research Proposal for each one conducted for DELPIRAMATE.
  • The main tool in the 1st Year Of Marketing Researches is the Questionnaire, which will contain quantitative and qualitative questions.
  • The main facility for executing the marketing researches is through roundtable discussions as 1st target activity then Group meetings as contingency plan (in case of limited financial resources).

The time-lines as following:

  • 1ST Marketing Research: May-June-July.
  • 2nd Marketing Research: August-September-October.
  • 3rd Marketing Research: November – December- Jan.
  • 4th Marketing Research: Feb-March-April.

3.2.1.4.2. Customers Loyalty Program:

I will conduct four roundtable discussion on the year plan, all of the loyal customers (High Potential and High Prescribed ) are invited at the 1st month of each quarter, to get the maximum benefits from each one.

3.2.1.4.3. Marketing Communications: 

To be discussed in the marketing mix. 

The Five changing dynamics For Micro Environmental Analysis:

  • Business.
  • Competitors.
  • Suppliers.
  • Customers.
  • Stakeholders.

3.2.1.5. Stakeholders’ Factors affecting Micro Environmental Analysis:

The External and Connected Stakeholders aren’t forming any risk on DELPIRAMATE, considering the Internal Stakeholders:

  • Employees: also they aren’t having any power in Deciding the marketing dynamics in Delta Pharma.
  • Managers: the senior and top management aren’t risky also on DELPIRAMATE Marketing dynamics. But the following are the stakeholders that are controling the dynamics of DELPIRAMATE:
  • 1 Business Unit Director of Neuropschaitry Sector Of DELTA PHARMA (Dr. Mohammed Refaat).
  • Dr. Mohie Hafez (CEO Of DELTA PHARMA).

 

The Five changing dynamics For Micro Environmental Analysis:

  • Business.
  • Competitors.
  • Suppliers.
  • Customers.
  • Stakeholders.

Micro-environmental Analysis:

  • The Five changing dynamics For Micro Environmental Analysis.
  • Porter Five Forces.
  • SWOT Analysis.

3.2.2. Porter Five Forces:

(Pharmaceutical Marketing Plan Case Study):

 

3.2.2.1. Threat Of Substitute:

(Pharmaceutical Marketing Plan Case Study):
  • There are no risk of Substitute Threat for DELPIRAMATE, as there are no herbal medicines or complementary medicines that can provide the same efficacy as DELPIRAMATE.
  • Other Topiramate molecules, other antiepileptic or anti migraine molecule aren’t considered as substitutes rather than direct and indirect competitioers.

3.2.2.2. Bargaining Power Of Buyers:

  • The Bargaining Power Of Buyer is helping the DELPIRAMATE to grow, as it’s the most economic cost for the patient.
  • The following Pie chart shows that the market leader for Topiramate molecule is TOPIRAMATE for all conc and for 100 mg conc.

 

 

3.2.2.3. Threat of Entry: 

  • From the Previous Data, you can conclude that Topiramate Market is growing, so it’s a good opportunity to enter a new products for different companies there.
  • opiramate market is contains one brand (original molecules) and 2 generic molecules, one of them is the market leader, so upon release of new product with different conc. (25, 50, 100 mg) , you can predict that there is a great risk of entry competition if the conc. 25 mg of DELPIRAMATE not released yet, as its help in stabilizing the penetration phase of DELPIRAMATE molecule.

3.2.2.4. Bargaining Power Of Suppliers:

(Pharmaceutical Marketing Plan Case Study):

There are no Bargaining Power Of Suppliers for DELPIRAMATE. But considering the Bargaining Power of Distributors, Delta Pharma is minimizing that power through:

  • Availability of Seven Distributors and One Direct Sales, no concentration of distributor.
  • Recruitment of Distributors Manager, who is directly responsible for dealing with sales issues, returns and other problems with distributors.
  • High relationship with distributors especially Ibnsina.
  • Size of Purchases is coming with DELPIRAMATE side as it’s the most economic price for Pharmacists, Al-Mona’saat and Military Hospitals.
  • There are no switching costs for distributors as most of them getting the same % of Product discount. Some Bonuses may differs in different quarters as promotional incentives for Pharmacists.

3.2.2.5. Rivalry Among Existing Competitors:

(Pharmaceutical Marketing Plan Case Study):
  • Antiepileptic Market is Growing 4.8% PPG in 2008 than 2007.
  • Antimigraine Tiptan Market is growing 5.2 % PPG in 2008 than 2007.
  • Topiramate Market is growing for the 3 competitive products in 2008 than 2007 by 16%, 73%, 31% for TOPAMAX, TOPIRAMATE and DELPIRAMATE respectively.
  • The following charts illustrate some important conclusions about TOPIRAMATE MARKET.

Micro-environmental Analysis:

  • The Five changing dynamics For Micro Environmental Analysis.
  • Porter Five Forces.
  • SWOT Analysis.

3.2.3. SWOT Analysis:

(Pharmaceutical Marketing Plan Case Study):

The Objective Of S.W.O.T. Analysis for DELPIRAMATE:

The strengths and Weaknesses are representing where is DELPIRAMATE now, while the Opportunities and Threats are representing where the DELPIRAMATE can go in the future.

S.W.O.T. Strategies for DELPIRAMATE:
(Pharmaceutical Marketing Plan Case Study):
Strengths
  • Strong Portfolio for DELPIRAMATE supported by Strong Company Portfolio; DELTA PHARMA.
  • Sales Of DELTA PHARMA YTD Oct. 2008 = 96,895,500.
  • Sales Of Neuropsychiatry Sector Oct. 2008 = 21,709,264.
  • PPG % Units MAT Nov. 2008 = 31.4%.
  • Strong Management Team for N-92.
  • Good financial resources to sponsor KOLs, participation in conferences exhibitions, roundtable activities and group meetings.
  • Distribution Manager for managing all of the issues for distributors sales.
Weaknesses:
  • Lack of 25 mg conc.
  • No Clear Detail Aid for DELPIRAMATE.
  • No Clear Product Positioning.
  • High Workforce Turnover (16% of total PS in N-92).
  • Low Net Salary for P.S. in a comparison with Multinational Companies.
  • No Financial Director.
  • Low Internal Communication (will be enhanced through the new BUM.

Opportunities

  • The willing of management team to invest for this Product; considering the detail aid and promotional tools.
  • New Positioning for DELPIRAMATE for 100mg (as main indication for switching the current patient, add-on therapy, or refractory cases) which acquire 100 mg rather than the new cases for 25 mg.

Threats:

  • New generic products with 25, 100 mg will easier than DELPIRAMATE unless the release of 25 mg.
  • Competitive Marketing Activities of Janssen Cilag and Sabaa Companies.
  • The Global world Economic Crisis if reached Egypt will affect the sales generally although DELPIRAMATE the most economic one in Topiramate Market

Micro-environmental Analysis:

  • The Five changing dynamics For Micro Environmental Analysis.
  • Porter Five Forces.
  • SWOT Analysis.

4. Marketing Objectives: (Pharmaceutical Marketing Plan Case Study):

The following data shows how I built the Marketing Objectives for DELPIRAMATE:

 

Summary of the financial Marketing Objectives:

(Pharmaceutical Marketing Plan Case Study):
  • The Marketing Objectives Set is matching the Growth Rate of All Topiramate 100 mgs comparative analysis and All Topiramate Molecules.
  • The Marketing Objectives set, was based on the growth rate got from IMS from 2007 and 2008.
  • The Topiramate Market, antiepileptic market, anti migraine Triptan market, Total Neuropsychaitry Market and Total Egyptian Market is growing, which give the DELPIRAMATE a great opportunity to pass from Introductory phase to growth phase.

Qualitative Marketing Objectives:

1.Completing all of the Marketing Communication Tools within the 1st Quarter of Activating my work 15th of April till 15th of June. The main Marketing Communication Tools are:

  • The Detail Aids; Binder for Epilepsy and Migraine indications.
  • Finishing the Medical Articles campaigns.
  • Making one roundtable Discussion in a Reputable Place for KOLs.
  • Managing the Promotional Campaigns with Field force.
  • Managing the Marketing Campaigns in Neuropsychiatry Conferences.
  • Managing the Group Meetings for Product Specialists.

2.Four Marketing Researches in four quarters from my starting work, each one held on each quarter.

3.Minimizing the internal customers (Employees in N-93) turnover through continous developmental programs in a coordination with the Business Unit Director.

4. Increasing the employees quality of delivering DELPIRAMATE messages, analyzing the sales results, managing distributors, improving the frequency of visits and minimizing the gaps between planning and execution.

5. Increasing the learning environment for N-92 employees through continuous delegations and assignments.

6. Maximizing the Other qualitative objectives will be explained in the people part of Marketing Mix.

Barriers for Implementation of the Marketing Objectives:

(Pharmaceutical Marketing Plan Case Study):
  • High Employees turnover in N-92 (15% of the headcount).
  • Lack of good internal communication due to top managerial changes.
  • Lack of Top-down learning environment for Product Specialists except the employees who were working with Dr. Mefreh.
  • Lack of Clarifying the Sales objectives in matching the Organization Vision and Strategy.
  • Low disposable income for Product Specialists in a comparison to Multinational Companies, which results in their transient performance till they find new opportunities.
  • Lack of Transportation Expenses till the delivery of Cars.
  • Delaying the Salaries of Product Specialists till the 1st week of each month.
  • The Policy of Under balance; the product specialist get part of the salary till he passed three months in the company, which results in loosing their enthusiasm and loyalty.
  • The Policy of Under balance; the product specialist get part of the salary till he passed three months in the company, which results in loosing their enthusiasm and loyalty.
  • Low Financial Coordination in prepaid booking system for hotels; in Traveling Region out of Cairo for Field Force Activates or Group Meetings.
  • Delaying the delivery of finance prepaid for group meetings (this item considering the Product Specialists).

5. Marketing Strategies:(Pharmaceutical Marketing Plan Case Study):

5.1. Competitive Marketing Strategy for DELPIRAMATE:

  • Competitive Advantage Strategy.
  • Growth Strategy.
  • Marketing Positioning Strategy.

5.1.1. Competitive Advantage Strategy (Porter’s Generic Strategy):

  • DELPIRAMATE is acting through the unique marketing strategy, which is the Cost Leadership Competitive Marketing Strategy.
  • We can’t act though differentiation and cost leadership, otherwise our product won’t get a competitive advantage strategies in the market. E.g. from Market Communication; ITESALAT in its launch stage, as it was acting in differentiation and cost leadership, so they stuck in the middle. But Mobinil acting though Cost Leadership and Vodafone acting though differentiation Strategy.

5.1.2. Growth Strategy (Ansoff’s Matrix):

(Pharmaceutical Marketing Plan Case Study):

Justification beyond Ansoff’s Matrix:

From the following PLC, you can understand that DELPIRAMATE in in the introduction phase (which is Market Penetration), while TOPIRAMATE and TOPAMAX are in the Growth Phase (which are moving from Market Penetration to Market Development) 

5.1.3. Marketing Positioning Strategy:

The Positioning Strategy is the Strategy that N-92, Neuropsychiatry and Delta Pharma as a whole company should adapt. This strategy isn’t including DELPIRAMATE as N-92 and Neuropsychiatry Sector and Delta Pharma.

Competitive Marketing Strategy for DELPIRAMATE:

  • Competitive Advantage Strategy.
  • Growth Strategy.
  • Marketing Positioning Strategy.

5.2. Segmentation, Targeting and Positioning:

  • For TOPAMAX in 2007 and 2008.
  • For TOPIRAMATE in 2008.
  • For DELPIRAMATE in 2008.

The Statistics are based on Prescriptions Index: MAT Sept. 2007, and MAT Sept. 2008.

 

 

 

 

 

Segmentation and Targeting Of Total Country for Physicians:

5.2.1. Segmentation and Targeting Per Manager:

 

 

X1 = Giza Regions (Dokki, Agoza, Mohandeseen, Sahafyeen, Faisal, Giza, Haram, Manial, Badrasheen, Sayeda Zeinab, Half Of Down Town, Azhar, Abdeen, Half Of Down Town, Badrasheen, Sayeda Zeinab, Maadi, Helwan, Masr El Adeema).

X2= Cairo Regions (East, Zatoun, Ain Shams, Shobra & Shobra El-Khima, El-Mataryah, El Zaher, Abbasia, Bab El-Shehriah, 2/3 Of Heliopolis, 2/3 of Shobra & Shobra El-Khima, 1/3 Heliopolis, Rood El Farag).

X3= Alex1, Alex2, Behera, and Kafr El-Shikh.

X4= Domiat, Ismalia, Port Said, Mansoura, Meat Gamr, Aga, Dekernas, Manzala, Simbelawyeen, Belkas, Sherbeen, Mattaria, Abu El Azayem, Abu Hammad, Abu Kebeer, Al Zakazik, Suez, Kaluibia.

X5= Basyon, Santa, Kafr El Zayat, El-Mahala, Sammanoud, Tanta, Zefta, Menofia.

X6= Upper Egypt (Aswan, Quena, Sohag, Beni Suif, Fayoum, Asuiot).

5.2.2. Segmentation and Targeting Per Specialty/Manager:
(Pharmaceutical Marketing Plan Case Study):

 

 

 

5.2.3. Segmentation and Targeting Per Specialty/Manager:

Opportunities:

From IMS data MAT Nov. 2008:

  • TOPAMAX Sales = 47,000 Unit.
  • TOPIRAMATE Sales = 53,500 Unit.

So the Market Leader in Units is TOPIRAMATE.

But from IMS Prescription Index MAT Sept. 2008:

  • TOPAMAX = 28,318 Rx.
  • TOPIRAMATE = 4,651 Rx.

So the Market Leader in Rx and Units should be TOPAMAX.

  • This means the Product have been replaced through the Pharmacist, because of more economic price of the Generic; TOPIRAMATE and means that Product Specialists of TOPAMAX aren’t visiting the Pharmacies frequently.

Frequent Sales Campaigns to Pharmacies and Key Pharmacies, we can achieve a High Market Share and Sales (in Units) because the most economic Product is DELPIRAMATE.

 

Out Great Opportunity to Cover:

1.CARIO / GIZA with full field force man power.

2. Upper Egypt.

The previous data was in 2007, so If we have recent data of IMS, will be GREAT Opportunity to monitor the Marketing Dynamics in Egypt Territories.

6. Marketing Tactics (Marketing Mix) or 7 P’s :

(Pharmaceutical Marketing Plan Case Study):

 

6.1. Promotion (Marketing Communications):

(Pharmaceutical Marketing Plan Case Study):

Marketing Communications tools for DELPIRAMATE:

  • Pull & Push Strategy
  • Branding
  • Marketing Communication Mix

6.1.1. Pull & Push Strategy:

Key Account Management (KAM):

It’s considered as Unstable Business because:

  • The business dynamics of the A.M. Accounts is changing.
  • There is a Power of Place (Power Of A.M. Accounts): which require special discounts, bonuses, different from season to another.
  • The Purchases are affected by Place (Account) Budget, so there is instability in this business.
  • The key customers (Doctors) are focused, so there is a power of controlling the business which affected by satisfying their business needs.
  • The companies are competing together in this market, so the account get the best offer accompanied by services; discounts, bonuses, ethical services…etc.
  • Because all other previous six factors, it makes this market changing, so the CASH COW of this market isn’t sustainable (if we achieved a high market share there).

Product Specialists’ Distributors Management: DELPIRAMATE is distributed thought:

  • UCP.
  • IBNSINA.
  • OVERSEAS.
  • EGYDRUG.
  • MULTIPHARMA.
  • SOFICO.
  • EMIC.

UCP and IBN SINA is representing almost 50% of Distributing our Products to Pharmacies for both sales Representatives and Telesales. 

EGYDRUG, and PHARMAOVERSEAS need to be targeted through TeleSales only. 

Each Product Specialist  responsible for:

  • Visiting the Top 2 Distributors Sales in his Region.
  • Follow up with telesales and sales rep for each distributor, and pushing DELPIRAMATE Product to Pharmacies (as I show in the GREAT OPPORTUNITY Part of Marketing Strategies; the TOPAMAX Rx is replaced by TOPIRAMATE through Pharmacists Power).

Product Specialists’ Distributors Relationships Management:

The Product Specialist should have a very good relationship with:

-The Branch Manager of the Distributor.

– National Sales Manager Of the Distributor.

Sales Supervisor of the region that P.S. promote DELPIRAMATE in.

Telesales Supervisor (for the region that P.S. promote DELPIRAMATE in).

Sales Representative in his Region.

Telesales (that promote DELPIRAMATE in his region).

Important Keys for Pharmacies Management:
  • We need to get the electronic data of Sales / Pharmacy from the potential distributors (especially UCP) twice monthly to:
  • To Track the sales for top 15 pharmacies.
  • Taking correcting actions for each pharmacy.

Pharmacies Management:

Each Product Specialist  responsible for:

  1. Give us data about Top 15 Pharmacies in his Region. Send us Report every 2 weeks about:

– Stock.

– Consumption Pattern.

– New orders.

  1. Selling DELPIRAMATE to TOP 15 Pharmacies with the 1 sales Rep./Distributor/Weekly.

The P.S. should know who is the Sales Rep. that cover most of his Region.

Each P.S. should go in a double visit with Sales Rep. to top 15 Pharmacies weekly.

 

Field Visits: 

  • From the doctors’ List, every Product Specialist should cover his doctors’ List frequency: each Product Specialist list should vary from 80 to 120 doctor.
  • Always Rx are increasing the Growth Rate Of DELPIRAMATE and help in CASH COW in the later growth phases of the product.
How To Make DELPIRAMATE Adopted by the Customer?

2 & 3. Brand Awareness & Brand Attitude: 
(Pharmaceutical Marketing Plan Case Study):

This is could be assessed through Qualitative and Quantitative Marketing Research.

In Roundtable Discussion, or Group Meetings: the Discussion Guide may be contains:

  • Perceptual Map/Positioning Map : to assess the Price/Quality.
  • Brand Celebrities Map.
  • Questionnaires.

For Assessing Brand Attitude:

This could be achieved through E-marketing, as we can assess the doctor behavior when browsing our website; what are the most common concerns, what are the 1st issues attracted their attention.

For Achieving Brand Awareness:

– Marketing Campaign to announce DELPIRAMATE website, asking the doctors e-mails to send them our weekly or monthly newsletters.

  1. Brand Purchase Intention:
    (Pharmaceutical Marketing Plan Case Study):
  • DELPIRAMATE Purchase Intention means that is the customer intended to purchase DELPIRAMATE by name?
  • Is the customer asking about DELPIRAMATE in Pharmacies?
  • Is the Pharmacists are asking about DELPIRAMATE in Distributors?

This is could be assessed through:

  • Quantitative Assessment: through a questionnaire distributed for Pharmacists to assess about the patient behavior in purchasing the DELPIRAMATE.
  • Qualitative Assessment: through the relationship between Product Specialist and Pharmacists. The assessment tool done through personal observation (by our Product Specialist in 2-3 hours in the pharmacy as a campaign for this objective).
  1. Purchase Facilitation:
  • Purchases is facilities through DELPIRAMATE availability in the market.
  • Purchase Facilitation is achieved through managing the Push Strategy of DELPIRAMATE.

 

Marketing Communications tools for DELPIRAMATE:

  • Pull & Push Strategy
  • Branding
  • Marketing Communication Mix

DELPIRAMATE Branding:

Please note the following branding ideas are built in the 1st few weeks of building the marketing plan, so the below are preliminary ideas before getting briefed to advertising agencies and before the concept of digital marketing and Multi-Channel Marketing developed as well:

I will Create Binder that contains 2 parts:

  • 1st Part for Epilepsy.
  • 2nd Part for Migraine.

The Binder Personality is Cake like shape to represent the double Scored shape. The Binder will be launched at the Start Of August 2009.Considering the typography, design, color, slogan an identity will be proposed open the approval of this Marketing Plan.

Here under the summary of DELPIRAMATE Marketing Communications Mix:

Marketing Communication Mix
1. Personal Selling Implementation Date
1.1. Doctors’ Visits Four – Six Visits of the Target Segments/day
1.2. Pharmacies Visits 15 top Pharmacy/Week
1.3. Distributors Visits 2 Distributors/Week
2. A.M.+ P.M. Activities Target Segment Implementation Dates
2.1. Group Meetings 2.1.1. Universities 1 Group Meeting / 2 Months /University/P.S.
 2.1.2. Key Hospitals 1 Group Meeting / 2 Months /Hospital/P.S.
2.1.3. Military Hospitals 1 Group Meeting / 2 Months /Hospital/P.S.
2.1.4. Police Hospitals 1 Group Meeting / 2 Months /Hospital/P.S.
2.1.5. Distributors 1 Group Meeting / 3 Months /Distributor/P.S.
2.2. Roundtable Activities KOLs (P.M.) for DELPIRAMATE One Roundtable/Quarter/Target Segment
KOLs Of All University Staff around Egypt
Key A.M.+ P.M. Pharmacists
3. Promotional Tools Promotional Tools Implementation Date:
3.1. DELPIRAMATE Binder Launched On Start Of August 2009
3.2. Dose Cards Launched On Start Of August 2009
3.3. Giveaways (Pens, Gifts) and Gimmickx Launched On Start Of September 2009
3.4. Folders Launched On Start Of Jan.2010
4. DELPIRAMATE Club Targeting Strategy E-Marketing tools E-Marketing Activities Marketing Tactics Launch Date
(Differentiated Targeting Strategy)
4.1. DELPIRAMATE CLUB for Doctors. Website 4.(1+2).1. Online Seminars at March 2010
4.2. DELPIRAMATE CLUB for Pharmacists. Yahoo Group for DELPIRAMATE 4.(1+2).2. Knowledge about DELPIRAMATE
Facebook Group for DELPIRAMATE 4.(1+2).3. Knowledge about Topiramate
E – Newsletters 4.(1+2).4. Online Survey
DELPIRAMATE Club Card 4.(1+2).5.Username and Password on the Website A. Announcements about DELPIRAMATE
B. E-Newsletters
C. Online Conferences and Seminars
D. Online Surveys / Questionaires
E. Prize Draws / Quarter
4.3. DELPIRAMATE Club for Patients 4.3.1. DELPIRAMATE Club Card to get data about Marketing Database
For Loyal Patients (Patients who received 4.3.2. Epilepsy Management Getting their database from the doctors and
DELPIRAMATE more than 1month treatment) 4.3.3. Migraine Management we will contact them for delivering them
4.3.4. DELPIRAMATE Efficacy DELPIRAMATE Club Card
4.3.5. Getting free samples each month
4.3.6. Online Surveys
4.3.7. Prizes Draws / Quarter
5. Patients’ Loyalty Scheme Marketing Tools Implementation Date
Money Off Vouchers/Coupons. August 2009.
Customer Loyalty Bonus Scheme
Buy Three , Get One Free
DELPIRAMATE Club for Patients
6. Doctors’ Sponserships (Conferences)  Not included in 2009 Budget

6.2. Product:

(Pharmaceutical Marketing Plan Case Study):

  • DELPIRAMATE Profile.
  • Characteristics Of DELPIRAMATE.
  • Elements Of DELPIRAMATE.
  • DEPIRAMATE Portfolio.
  • Product Life Cycle (P.L.C.).
  • DELPIRAMATE Portfolio Planning Tool:
  • Boston Consultancy Group (B.C.G.) Matrix.
  • Growth Strategy (Ansoff’s Matrix) for DELPIRAMATE.
  • New Product Development for DELPIRAMATE.
  • Product Adoption for DELPIRAMATE.

6.2.1. Product Profile: 

Have been explained in the Micro Environmental Analysis.

6.2.2. Characteristics Of DELPIRAMATE:

6.2.2.1. Physical Characteristics:

 

6.2.2.2. Functional Characteristics:

6.2.2.3. Physiological Characteristics: 
(Pharmaceutical Marketing Plan Case Study):

6.2.3. DELPIRAMATE Elements:
(Pharmaceutical Marketing Plan Case Study):

DELPIRAMATE is containing all of the four elements for any Product Management:

  • DELPIRAMATE as a Core Product:

The active ingredient is : Sulfamate Substituted Monosaccharide.

DELPIRAMATE used for Epilepsy and Migraine Managements.

  • DELPIRAMATE as a Tangible Product:

Contains all the benefits that have been illustrated in Product Profile, and the DELPIRAMATE pack that have been mentioned in Product Profile.

  • DELPIRAMATE as an Augmented Product: 
    (Pharmaceutical Marketing Plan Case Study)

DELPIRAMATE is containing a unique  COMPETITIVE ADVANTAGE; the DOUBLE SCORED FORM of DELPIRAMATE.

DELPIRAMATE is Potential Product:

DELPIRAMATE is the most economic Product in Topiramate Molecules, which make the patient is willing to use it frequently (especially in Migraine) without any economic burden. Which resulting in increasing the disposable income for the patient, so it provide him with potential future advantages in saving more money for different life purposes.

6.2.4. DELPIRAMATE Portfolio: 

(Pharmaceutical Marketing Plan Case Study):

The Product is distributed in all the Six Distributors who are distributing the Product in all Egypt territories.

6.2.5. Product Life Cycle (PLC): 

 

  • DELPIRAMATE is in the introduction Phase of the P.L.C.; Product Life Cycle.
  • In this stage the Sales grow but at a cost.
  • To make our Product moves fast to the growth phase, we need to invest and predict that the profit isn’t going to cover the cost in this phase, until the product pass the Breakeven point in the growth phase.
  • In this Phase, our Growth Strategy is Market Penetration; so we need to penetrate the market very well with the new positioning and high workforce capabilities.

6.2.6. DELPIRAMATE Portfolio Planning Tool: Boston Consultancy Group (B.C.G.) Matrix:

B.C.G. Matrix for Total Topiramate Molecules:
Nov. MAT 2008 RMS RMG
TOPAMAX 3.5 15.8
TOPIRAMATE 0.3 43.7
DELPIRAMATE 0.1 166.9

B.C.G. Matrix for Total Topiramate 100mgs Molecules:
(Pharmaceutical Marketing Plan Case Study):
Nov. MAT 2008 RMS RMG
TOPAMAX 100mg 2.7 13.9
TOPIRAMATE 100mg 0.4 46.9
DELPIRAMATE 0.2 166.9

 

6.2.7. Growth Strategy (Ansoff’s Matrix) for DELPIRAMATE:

6.2.8. Product Adoption for DELPIRAMATE:

New Product Development Tactics Of DELPIRAMATE:

1. Repositioning of DELPIRAMATE in:

-Epilepsy (as Main Indication, by 75%).

– Migraine (as minor Indication, by 25%).

2. Showing the Competitive Advantage Of DELPIRAMATE:

-Double Scored Competitive Advantage (100 mg contains 25 mg in the same pack).

– The Most economic Cost for the Patient.

6.3. Price: 

(Pharmaceutical Marketing Plan Case Study):

 

The Pricing Strategy of DELPIRAMTA already have been set, non of the three competitive products changed the Pricing Strategy in the last 2 years.

 

 

Price Perception:

All of the Pharmaceutical Market becomes Price Sensitive these days, so it became like FMCG Price Perception Most Likely.

In the Egyptian Culture:

  • For Doctors: they perceived that if the patient can buy the Brand, will be better than buying the Generic Products. That is why we should train our Product Specialist about Our Total Quality Management and DELTA Pharma Certificates.
  • Big Part of the Patients are favoring the Economic Products, and the DELPIRAMATE is the most economic Product in the Topiramate Products.

6.4.  Place: 

(Pharmaceutical Marketing Plan Case Study):

6.4.1. DELPIRAMATE Channel Strategy: is Intensive Channel Strategy

6.4.2. Distributors Sales Analysis: mentioned & strategy set in the Micro Environmental Analysis.

 

6.5. Physical Evidence: 

(Pharmaceutical Marketing Plan Case Study):

The Physical Evidence is one of the important factors in DELPIRAMATE Success. So we want to consider the following issues:

  • Availability of Meeting Rooms for DELPIRAMATE Sales Team.
  • Availability of Training Room for DELPIRAMATE Product Profile, Selling Skills for Product Specialist or launching for any coming campaign.
  • Availability of Training tools for DELPIRAMATE; Data show, U Shape Training Room, Adequate Physical Environment and Flip Chart.
  • Specializing Separate Rooms for Marketing Managers than Sales Managers.
  • Availability of Data show for A.V. Actions (which conducted by Product Specialists).
  • Availability of Printer, Laptop for each Manager to manager, print and facilitate the working environment.

Some items are already being applied in our company and some will be improved when we moved to our new office.

6.6. Process:

(Pharmaceutical Marketing Plan Case Study):

Process mean the Power Of Coordinating all of the working effectiveness in DELTA PHARMA.

Considering DELPIRAMATE, the best system of confirming the Process is to:

  • Every Product Specialist apply his A.V. Action Two Weeks at least before the A.V.
  • Any reservation or booking of hotels, to be processed as early as possible and don’t wait till we search for contingency plan.
  • Any financial communication should be communicated to only one person (as Financial Manager) to prevent the bias, problems and mistakes.
  • Recruitment of a skillful Human Resources Manager, which is responsible for Recruitment and Placement, Training and Development, Performance Appraisal, Compensation and Benefits and Creating Unique. Code of Ethics for our Company.

6.7. People: 

(Pharmaceutical Marketing Plan Case Study):

People (Internal Communications): 

Always the People or Internal Communication is the Most forgettable item in Marketing Mix and in companies Strategies.

I am preparing a Marketing Plan for Internal Communication with employees, but the most important items are the followings:

1.Respecting the Physical Intelligence of the Employees (PQ): 
(Pharmaceutical Marketing Plan Case Study):

This can be done through paying them salary that is satisfying their needs and make them loyal to our company.

If DELTA PHARMA is paying salaries for Product Specialists that make them having competitive advantage than other employees in other companies, definitely they will be loyal to our company and they will unleash their passion and use their talents to make DELTA PHARMA the best organization in the world.

  • If the Salary of Product Specialist shifted from 1250 LE (as Net Salary) to 1500 LE (as net salary), the Product Specialist will be satisfied but not loyal also.
  • If the Net Salary of Product Specialist has been shifted to 2500 LE, they will be Delighted to work in DELTA PHARMA.
  • Also when we announce that our Net Salary for Product Specialists is 2500 LE, we will get the Best Product Specialist in the Market, getting Calibers will make the Company image, Sales and Profitability step forward.
  • Creating motivating incentive scheme, incentive scheme that help the employees to gain 15,000 – 20,000 upon the achieving the annual target.
  1. Physical Assists for Employees:

Every Employee should deliver the company car (either its company to be owned, own car, or company car) within the 1st month of work. Or Adding Transportation Salary to their Salary till they deliver the Car. The Transportation Salary should be 1000 L.E.

  1. Respecting the IQ for Employees:

-Through continuous training programs all over the 2009-2010 agenda, this training agenda with its dates should be announced for the whole year, so every Product Specialist will understand that there is a great added value in working in DELTA PHARMA company.

– Giving the Product Specialists more delegations and assignments rather than working as product specialist, those delegations could be to conduct presentations (of their interest) every months in front of each others, to read books and explain it to each others, to give them marketing assignments, sharing with them the next strategies for the company.

  1. Respecting the Emotional Intelligence of the Employees:

I suggest the make the following idea with our employees:

4.1. Make A BOX for receiving the “New Ideas”, positive feedback about our internal communication results with them.

4.2. Making a BOX called “KAIZEN”  which means “Continuous Improvement”, in which every Product Specialist put the problem he saw its affecting our business (both internal or external factors) with its possible solution or their suggestion to solve the problem.

4.3. Making a BOX called “Just for you”, this box is specialized for Personal or professional problems that the Product Specialist is facing. Each Product Specialist is asked to put his problems and his suggestions to improve the problem. The name of Product Specialists in this BOX is optional.

4.4. Conducting the same previous three ideas through three different e-mails , each e-mail contains one of the three solutions for Internal communication.

  1. Respecting their Spiritual Intelligence (SQ):

I see , we should take our employees to trip each month or 2 months (2-3 trips), this trip isn’t containing any scientific meetings, its main objectives is to inspire and motivate the employees, so it will be full of exercises, games and assignments that inspire their motives to be loyal to our company.

  1. Recruiting HR Manager to perform the five job descriptions that have been mentioned before.

Budgeting:

(Pharmaceutical Marketing Plan Case Study):

Target 2009 Units Factory Price Value 2009 LE Marketing Budget (15%) LE Samples Forecast 10% of total Units forecast 2009
22,274 44,293 986,593 147,989 2227,4

7. Monitoring and Control:

(Pharmaceutical Marketing Plan Case Study):

Every Month about:

  • Sales Achievement Vs Forecast.
  • GAP Analysis.
  • Performance Appraisal for Each Product Specialist:

-Group Meetings/Commitment to Marketing Activities.

– Achieving total no. of visits and frequency of visits /Month.

– Covering the KOLs / Product Specialist Territory.

– Distributors Management.

-Pharmacies Management.

-Sales Achievement Vs Target.

  • Budget Actual Vs Forecast.
  • Comparing the Budget results Vs Actual Results.
  • Internal Communication Survey.
  • DELPIRAMATE Workforce and Corrective actions for Turnover.
Congratulations, you have completed the Seven Step for Marketing Planning in this Pharmaceutical Marketing Plan Case Study, here under the summary of the marketing plan:

1. Executive Summary:

Key issues, current position, potential overview of the outcome.

2. Corporate Strategy:

Mission, Vision and Value.

3. Macro/Micro Analysis:

PESTEL (External Audit), Internal Audit, Porter 5 Forces and SWOT.

4. Marketing Objectives:

Financial & Marketing Objectives.

5. Marketing Strategies:

Competitive Marketing Strategies, Segmentation, Targeting, Positioning.

6. Marketing Tactics:

Marketing Mix (7 P’s).

Implementation:

Tasks, resources, Budgeting, contingency plans.

7. Monitoring and control.

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