®
Launch Plan
Servier Bangladesh Operations
Agenda
• Hypertension Market
• Key Fact, Strategic Goal and Promotional Axis
• Product Positioning, Team and Patient targeting
• Target doctors
• Promotional Launch Plan
Hypertension market trend
+29%
40,000
2010 2009 2008
35,000
30,000
Value USD (x000)
25,000
20,000
15,000
10,000 +29% +31%
+27% +16% +38%
5,000 +29%
+10%
0
Total HT C09C C08B C07A C08A C09D C03A C09A C09B
Combinations (C08B & C09D) are one of the growth drivers
Source: IMS MAT 2Q 2008, 2009 & 2010
Hypertension market
Turn over
Total HTN Market US$ 45 M, Growth: +29
Total FDC Market US$ 17 M, 38% Mkt. Share, Gr. +29
AMLO + ATENO
OTHERS PLAIN $ 8.1 M , 18%, +30
$ 8 M, 20%, +37
LOSA + HCTZ
PERINDOPRIL $ 4.7 M, 10.5%, +24
$ 0.3, 1%, +31
INDAPAMIDE
$ 1 M, 3%, +61
ATENOLOL
$ 2 M, 5%, +4 PERINDO + IND
$ 0.2 M, 0.6%, +8
RAMIPRIL LOSARTAN
AMLODIPINE OTHERS FDC
$ 2.7 M, 6%, +29 $ 7 M, 16%, +29
$ 4.3 M, 10%, +13 $ 4 M, 9%, +35
Combinations holds more than 1/3rd of the Market
Source: IMS MAT 2Q 2010
Hypertension market
Patient uplift
AMLODIPINE + ATENOLOL
Patient # 387,619 +30%
ATENOLOL
Patient # 294,252 +4%
LOSARTAN Patient # 277,296 +29%
AMLODIPINE Patient # 277,791 +12%
LOSARTAN + HCTZ
Patient # 153,712 +22%
Total PTD 2.1 M, Growth: +20
RAMIPRIL FDC PTD Share 30%, Gr. +28
Patient # 99,682 +26%
INDAPAMIDE
Patient #
Patient #
45,066
6,362
PERINDOPRIL + INDAPAMIDE +7% Patient 2009
PERINDOPRIL Patient 2010
Patient # +27%
5,622
0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000
Num ber of Patients
Amlodipine + Atenolol is the fastest growing INN
Source: IMS MAT 2Q 2010 in patient recruitment
FDCs market
50
45
40 6. VALSARTAN + AMLO
NOP=3, $ 0.29 M
1.7% MS, New entry
3. FUROSEMIDE + SPIRONOLACTONE
35 NOP=6, $ 2.5 M
15% MS, +27 GR
30
Growth (%)
25
20 4. VALSARTAN + HCTZ
NOP=4, $ 0.36 M
1. AMLO + ATENOLOL
NOP=28, $ 8.1 M
2% MS, +24 GR
2. LOSARTAN + HCTZ 48% MS, +30 GR
15 NOP=23, $ 4.7 M
5. BENAZEPRIL + AMLO 28% MS, +24 GR
NOP=6, $ 0.35 M
10 2% MS, +9 GR
Bubble size turn
5 7. PERINDO + INDAPA
NOP=5, $ 0.26 M over in value
1.6% MS, +8 GR
0
0.0 10.0 20.0 30.0 40.0 50.0 60.0
Market Share (%)
Amlodipine + Atenolol is the most dynamic combination
Source: IMS MAT 2Q 2010
Hypertension market
high dose vs combinations
IN VALUE IN PTD
FDC TOTAL FDC
$ 17 M, 38% TOTAL
LOW DOSE MS, +29% GR 30% MS
$ 26 M, 58%
MS, +30% GR
LOW
DOSE
67% MS
HIGH DOSE HIGH
$ 1.3 M, 4% MS, DOSE
+20% GR 3% MS
Combinations are preferred than dose up-titration
Source: IMS MAT 2Q 2010
Why doctors prefer
combinations?
100%
90% 87%
80%
70%
Number responded (%)
60%
50%
40%
30% 25%
20% 15% 15%
10%
0%
Optim al BP control End-organ protection Morbi-m ortality Tolerability
evidences
Doctors prefers combinations to get optimal BP control
Source: Coversyl Plus Awareness Survey
Key reasons for not prescribing
Coversyl in everyday
hypertensive patients?
30%
26%
25%
Number responded (%)
20%
17%
15%
10%
5%
2%
0%
0%
Moderate BP efficacy Moderate Not a good choice in Moderate 24-hour BP
cardiovascular everyday control
protection hypertensives
Coversyl’s powerful antihypertensive efficacy
is not yet perceived
Source: Coversyl - QUALITATIVE SURVEY 2010
Market summary
• Hypertension market is very dynamic and
combinations are one of the growth drivers
• Combinations hold 38% of the total market in value
and 30% in PTDs
• Amlodipine + Atenolol is the most dynamic
combination
• Combinations are preferred than dose up-titration
for optimal BP control
• Coversyl’s powerful antihypertensive efficacy is not
yet perceived
Agenda
• Hypertension Market
• Key Fact, Strategic Goal and Promotional Axis
• Product Positioning, Team and Patient targeting
• Target doctors
• Promotional Launch Plan
Key facts
• Doctors prefers combinations to get
optimal BP control
• Coversyl’s powerful
antihypertensive efficacy is not yet
perceived
Strategic goal
• To establish Coversyl’s powerful
antihypertensive efficacy image by proving
that COVERSYL RANGE gives -
– Most powerful BP drop
– Higher BP normalization
– Proven efficacy to save lives
Promotional axis
• Now, with the introduction of Coversyl Plus,
COVERSYL RANGE, gives your hypertensive
patients -
– Most powerful BP drop (JULIUS + CONTROL + EFFECTIVE)
– Higher BP normalization (Abstract ESH 2010)
– Proven efficacy to save lives (Abstract ESC 2010)
Agenda
• Hypertension Market
• Key Fact, Strategic Goal and Promotional Axis
• Product Positioning, Team and Patient targeting
• Target doctors
• Promotional Launch Plan
Positioning in hypertension
Red Team
Newly diagnosed hypertensives Stage-II hypertensives
Start with COVERSYL 4mg Start with COVERSYL PLUS
COVERSYL PLUS COVERSYL PLUS x 2
Switch to Titrate to
for further BP decrease for further BP decrease
Hypertensives uncontrolled
Diabetic hypertensives
on monotherapy
Start with COVERSYL PLUS Switch to COVERSYL PLUS
COVERSYL PLUS x 2 COVERSYL PLUS x 2
Titrate to Titrate to
for further BP decrease for further BP decrease
AS THE MOST POWERFUL ANTIHYPERTENSIVE
Positioning in CAD
Red Team
CAD / Post-MI / Re-vascularized patients
Start with COVERSYL 4mg
Titrate to COVERSYL 8mg
AS THE BEST ACEI FOR THE PREVENTION OF CARDIAC EVENTS
Positioning in post-stroke
Red Team
Post-stroke patients
COVERSYL PLUS
Right from the time of discharge
AS THE ONLY RECOMMENDED COMBINATION FOR
SECONDARY PREVENTION OF STROKES
Price analysis
CO-DIOVAN TABS 160/12.5 59
CO-DIOVAN TABS 80/12.5 44
COVERSYL PLUS 21
TELMISARTAN 80 + HCTZ 12.5 20
TELMISARTAN 40 + HCTZ 12.5 12.5
PERINDOPRIL 4 + INDAPAMIDE 1.25 12
LOSARTAN 100 MG + HCTZ 12.5 10
RAMIPRIL 5 + HCTZ 25 8
BENAZEPRIL 20 + AMLODIPINE 5 8
PERINDOPRIL 2 + INDAPAMIDE 0.625 7
BENAZEPRIL 10 + AMLODIPINE 5 6
LOSARTAN 50 MG + HCTZ 12.5 6
RAMIPRIL 2.5 + HCTZ 12.5 5
AMLODIPINE 5 + ATENOLOL 50 5
BENAZEPRIL 10 + AMLODIPINE 2.5 4
AMLODIPINE 5 + ATENOLOL 25 4
0 10 20 30 40 50 60 70
Av. Daily Cost (BDT)
Coversyl Plus is the 2nd most expensive brand among combinations
75% more expensive than its generics
Price objection is now less with Coversyl
Agenda
• Hypertension Market
• Key Fact, Strategic Goal and Promotional Axis
• Product Positioning, Team and Patient targeting
• Target doctors
• Promotional Launch Plan
Target doctors
PDP status: COV & NSR
COVERSYL PDP NATRILIX SR PDP
Specialty PC FP RP TR OP NP Total PC FP RP TR OP NP Total
Cardiologist 2 4 12 43 94 164 319 1 2 15 52 161 109 340
Endocrinologist 3 16 24 43 4 22 26 52
General Practitioner 16 312 328 8 104 292 404
HCC-MO 3 32 188 223 1 14 67 215 297
Medicine Specialist 1 9 63 308 381 1 6 30 125 250 412
Nephrology 1 1 11 28 41 4 12 24 40
Neurosurgeon 3 12 15 4 6 10
Neurologist 1 2 18 33 54 5 28 23 56
Grand Total 2 4 15 61 253 164 1404 1 3 22 117 523 945 1611
Among these 82 doctors, Among these 143
63 doctors are also doctors, 63 doctors are
prescriber of NSR also prescriber of COV
64 doctors prescribe both Coversyl & Natrilix SR
Source: EasyMed Data
Target doctors
Coversyl Plus
Specialty A1 A2 A3 A4 Grand Total
Cardiologist 4 69 103 143 319
Endocrinologist 1 6 17 19 43
General Practitioner 64 191 59 14 328
HCC-MO 9 94 75 45 223
Medicine Specialist 11 94 128 148 381
Nephrology 9 19 13 41
Neurosurgeon 2 2 10 1 15
Neurologist 1 9 18 26 54
Grand Total 92 474 429 409 1404
Source: EasyMed Data
Detailing order
Detailing Medicine Endo / Diabeto/
Cardiologists GP Neuro
order Specialists Nephro
Coversyl Coversyl Coversyl
1 Coversyl Range Coversyl Range
Range Range Range
2 Vastarel MR Vastarel MR Duxil Vastarel MR Duxil
3 Duxil Duxil Duxil
Agenda
• Hypertension Market
• Key Fact, Strategic Goal and Promotional Axis
• Product Positioning, Team and Patient targeting
• Target doctors
• Promotional Launch Plan
Launch plan synopsis
Advisory Board Meeting Seeding Trial
Target: 15 AB Members
RED TEAM Patient Follow-up
Training recruitment visits
SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP
Stock in
pharmacies
Cycle-II Campaign Cycle-III Campaign
Launch Campaign
2 Campaigns 2 Campaigns
1 Campaign
Positioning: Hypertension Positioning: Hypertension
Positioning: Hypertension
and Post-stroke and Post-stroke
Launch Symposium Symposium in Bangladesh
Speaker from Malaysia Cardiac Society Congress
Target: 200 doctors Speaker from DIM
(Cardio, Medicine & Endo) Target: 300 Cardios
Round table meetings
Launch campaign
• 1 campaign
• Positioning in hypertension
• Target: All targeted doctors
(1,442)
• Detailing order: 1st
Advisory Board Meeting
• To be held 29 October’10 in Dhaka
• Target: 15 Advisory Board members
• Speech by Dr. Shahab on ‘COVERSYL
RANGE: complete solution for
hypertension management’
• Discussion by the participants
Budget: 100,000 BDT
Launch symposium
• To be held 29 December’10 in Dhaka
• Speaker: Prof. Abdul Rashid Abdul Rahman
(Malaysia)
• 200 doctors will be invited including KOLs from
different regions outside Dhaka
• 7 national KOLs will be in the Panel of Experts
(from the advisory board members)
Budget: 508,600 BDT
Launch symposium
Follow-up plan
• 1 to 1 call by PM to ‘Panel of Experts’
Before • 1 to 1 call by RM to ‘Must to attend’ doctors targeted as RTM speaker
• Special call by MIOs to invited doctors
Month: October 1st Call 2nd Call
Topic / Material Invitation Speaker’s biography
• 1 to 1 call by PM to ‘Panel of Experts’
• RTM as per plan
• Special call by RM and MIOs to must to attend doctors (Present as well After
as absent doctors)
Month NOV DEC JAN
Material Photo Album Proceeding Presentation
(Only for present
doctors)
RTM plan
Region Cycle-I Cycle-II Cycle-III Total
Buriganga 3 6 5 14
Jamuna 2 4 4 9
Surma 2 4 4 9
Meghna 2 6 5 13
Rupsha 1 2 1 4
Padma 1 2 1 4
Total 11 24 20 55
Budget: 990,000 BDT
RTM plan
• Presentation theme
– Powerful efficacy of COVERSYL
RANGE for hypertensives
• Speakers’ selection criteria
– Influential & academic
– High prescribing potentiality
– Call frequency A4
Seeding trial
Efficacy evaluation of Coversyl Plus in
Bangladeshi hypertensive patients
• Duration
– 6 months, 3 months recruitment & 3 months follow-up
• Investigators’ selection criteria (50 investigators)
– Prescriber of combinations
– Prescriber of generic Coversyl Plus or Indapamide
– Call frequency A4
• Targeted patients (1,500)
– Hypertensives uncontrolled on monotherapy
– Newly diagnosed stage-II
– Diabetic hypertensives
Budget: 800,000 BDT
Trial design
Coversyl Plus,
One tablet daily Follow-up (Visit#2 & 3)
Blood pressure data
Side effects (if any)
FEB MAR APR MAY
MAR APR MAY JUN
APR MAY JUN JUL
Inclusion (Vist#1)
Blood pressure Data
Seeding trial
Follow-up plan
When What Who
Investigator selection RM
Investigator list finalization SPM
Before
Protocol detailing and proposing RM
Agreement RM
Follow-up call as per call plan
During highlighting efficacy by patients and MIO
taking feedbacks
Follow-up Call # 1
Highlighting BP reduction by each MIO
investigator
Follow-up Call # 2
After Highlighting mean BP reduction by all MIO
investigator
Follow-up Call # 3
Highlighting the rationale for powerful PM / RM
BP reduction
Bangladesh Cardiac Society (BCS)
Congress 2011
• To be held 2-3 April’11 in Dhaka (Probable)
• Activities:
– Symposium at congress (DIM speaker, preferably Victoria
Vandzhura)
– Stall and quiz contest
– RTM at Apollo Hospital / Ibrahim Cardiac
– Symposium at Sylhet
– Special call by DIM personnel with KOLs
• 300 cardiologists will be targeted
Budget: 335,200 BDT
Coversyl Plus
Budget synopsis
COVERSYL PLUS BDT
611 200 (GA) Detailing material 29,500
611 200 (GJ) Sales Force meetings 990,000
611 200 (GL) Epidemio. Studies
611 200 (GD) Mailings
611 200 (GF) CSI International congresses
611 200 (GF) CSI National meetings 335,200
611 200 (GH) National meetings 608,600
611 200 (GI) Press
611 200 (GK) Grants
611 200 (GR) Medical Studies 800,000
611 200 (GT) Other Promo Expenses
Media COVERSYL PLUS Total 2,763,300
®
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