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1 | SlideSalad.com | 2019
LOWPRAZOLE MARKET
PLAN 2019
NERO PHARMA

TEAM 3
 Ahmed SaKr
Business Development Manager
20 year experience

Team Leader
 .
• Hossam Marzouk Eman Abd Elhalim Mohamed Hussin
• Key Account Institute Line District Manager Operations Manager
• 15 Years 7 Years 9 Years
Pikinam el welaily Mahmoud salah Ahmed Medhat
Product specialist Medical sales representative CNS Product Specialist
2.5 Years 2 Years 4 Years
Ahmed Hassan Foly Nermin Elsayed Mahmoud Abd El-Salam
product specialist B.Braun Senior Medical Rep Medical Representative
8 Years 5 Years 3 Years
 Mohamed Sarhan
Excutive Medical Rep
15 Years
Executive
Summary
Content Items

1 Introduction 4 Market definition and STP

Buying journey , leverage

2 Situational Analysis 5 points and (4Ps)

Buyer persona,
3 6 Implementation plans and
Objectives and goals
Tactics

7 Investment plans and

KBIs control
Marketing Plan - Introduction

Company Product
1. Nero Pharma is a big Egyptian pharmaceutical 1. Lowprazole cap is launched in 6/2016
company. It was ranked no 34 in the Egyptian
2. It is a combination of omeprazole (40 mg)
pharma market last year (2017), with sales of LE
and sodium bicarbonate (1180 mg) priced
470 M and a growth of 42%.
LE 30 for 14 Caps
2. Nero pharma distributes through 4 distributors
(UCP, Pharma overseas, Ibn Sina and Egydrug). 3. It is composed of Omeprazole 40 mg and
3. Nero pharma has 4 promotion lines. Sodium bicarbonate 1680 mg It is priced as
7 sachets for LE 20 and it is ready to
launch
INTRODUCTION
Company lines stracture
 Line I (22 medical representative) has 4 CNS products
Target audience: Neuro psychiatrist (100%)
 Line II (34 medical representative) has 5 products:
Target audience: Paediatrics (60%) GPs (405)
 Line III: (34 medical representative) has 3 products:
Target audience: Orthopaedist (60%), GP/IM (40%)
 Line IV (36 medical representative) has 3 products:
Target audience: IM (60%), GP (40%)
- Nero Pharma has a sales team composed of 18 sales rep responsible for getting orders from pharmacies.
SITUATIONAL
ANALYSIS
 Macro -
Environment
Analysis
Macro - Environment Analysis – PESTEL
Political Economical Social Culture
1. Growing political for 1. Due to the current economic 1. The massive exposure to the
pharmaceuticals and pressure climate and reduction in social media (face –
on companies. individual income, price has Instagram) changing the
2. The government had to become a major factor in lifestyle of the customer
increase the prices of pharmaceuticals especially increase the need of flawless
pharmaceutical products to on drugs where generic image.
cop up with the increase in row brands are also available.. 2. The expectation of the
material prices. 2. Increase the taxes recently customers have changed
on pharmaceutical products. (increase the awareness) and
3. Increase the support by they have become more
Technological demanding.
Central Bank to Dollar
1. Social media in our campaign. availability to the
2. Sachet formulation technique. pharmaceutical companies. Legal
1. 425/2015 Low for repricing
Environmental
2. 645/2018 Low for drug
1. Smoking registration
2. Eating habits
3. Pollutions
 Micro -
Environment
Analysis
MICROENVIROMENTAL ANALYSIS

• Capsule: combination of
* Nero Pharma omeprazole (40 mg) and
*Egyptian pharmaceutical sodium bicarbonate (1180 mg)
company priced LE 30 for 14 Caps
* Rank 34 in 2017 • Sachet: Omeprazole 40 mg
* 470 Mn sales with 42% growth and Sodium bicarbonate 1680
* 4 promotion lines mg It is priced as 7 sachets for
Company Product LE 20

Intermediaries competitors
• Nero pharma distributes NEXT SLIDES
through 4 distributors (UCP,
Pharma overseas, Ibn Sina and
Egydrug).
COMPITITOR ASSESSMENT
Competitor Controloc Nexium Napizole Pepzol Rani

Company Takeda Astrazeneca Global Napi Hikma Pharco

Active Pantoprazole Esomeprazole Omeprazole Omeprazole Ranitidine

ingredient
Packs/price 14-tab 20 mg /46 LE 14-tab 20 mg / 98 LE 14 cap 20 mg /41.5 le 14 cap 20mg /24.5 le 6 sachets
14-tab 40 mg /90 LE 14-tab 40 mg / 145 LE 14 cap 40 mg /60 LE 14 cap 40mg/47.25le 9 le
7 cap 40 mg / 29 LE

Main • Multinational company • Multinational company • Company’s activities • International • Fast relief
strength • Brand • Brand • High experience with company for
• Fast relief • Not contraindicated with doctors • High experience heartburn
• Not contraindicated other drugs with doctors • OTC power
with other drugs • Quality • Low price
• Quality
Main • High price • High price • High price • Available in jar • Relief
weakness • Contraindicated with • Contraindicated with symptoms
other drugs other drugs not for
healing
• Rebound

How to sell • Economic price • Economic price • Economic price • Economic price • The best
against • Combination and • Combination and • Combination and • Combination and substitution
coverage 24 hrs coverage 24 hrs coverage 24 hrs coverage 24 hrs for rani
• Availability
PPIs Market share pie

CONTROLOC
others 22%
24%

NEXIMASH
2% NEXIUM
GASTRAZOLE 9%
2%
OMEPAK
2%
ZURCAL
3%
NAPIZOLE
6%
LOWPRAZOLE 3%
PARIET
3% PEPZOL
BEPRA 5%
3% OMEZ
PANTOLOC
4% HELI-CURE ANTOPRAL 5%
4% 4%
 Contrloc Nexium Napizole Pepzol Total
Rx analysis IM 133.2 98.795 43.824 67.362 343.2
Rx analysis % 38.8 28.8 12.8 19.6 100
GP 83.518 34.888 44.004 40.809 203.219
% 41.1 17.2 21.7 20.1 100
SURG 67.09 10.777 32.79 1.331 111.988
% 59.9 9.6 29.3 1.2 100
PULM 9.742 4.683 3.593 8.086 26.104
% 37.3 17.9 13.8 31.0 100
CARD 8.957 6.456 9.528 7.354 32.295
% 27.7 20.0 29.5 22.8 100
ORTHO 2.641 3.531 1.19 10.429 17.791
% 14.8 19.8 6.7 58.6 100
NEURO 2.605 0.558 1.158 0.288 4.609
% 56.5 12.1 25.1 6.2 100
Rx analysis

Speciality CONTROLOC NEXIUM NAPIZOLE PEPZOL

IM 133.2% 98.7% 44.0% 67.3%

GP 83.5% 34.8% 43.8% 40.8%
SURG. 67.5% 10.7% 32.79% 1.3%
PULM 9.7% 4.6% 3.5% 8.0%
CARDIO. 8.9% 6.5% 9.5% 7.3%

ORTHO. 2.6% 0.8% 10.4%

NEURO/PSYCH 2.6% 0.5% 1.15% 0.28%

URO --- --- --- 0.59%

Lowprazole Rx analysis Specilaity % of lowprazole Rx

Chart Title
PULMURO. IM 39.763
CARD.3% 1%
5%

G.P.
G.P. 10.107
18%

CARD. 2.736

IM
73% PULM 1.581

URO. 0.595
IM G.P. CARD. PULM URO.
SWOT and TOWS
analysis
SWOT Analysis

Strengths Weaknesses
S W
1.Affordable Price.
2.Good Quality.
3. Combination of 2
components.
4.Strong Field Force
team.
5.Trusted Company
Name.
6. Trust in capsule
form.
Opportunities Threats
7. Good distribution
channels.
8. Strong sales team
for OTC. O T
 SWOT-To-TOWS Analysis
Strengths Weakness
1.Affordable Price. 1.Single concentration (40 mg )
2.Good Quality. 2. Product not promoted from Ortho. Team.
3. Combination of 2 components.
4.Strong Field Force team. 3.No Adv. Just Personal Selling.
Swot analysis 5.Trusted Company Name. 4.Poor Digital Marketing on Social media
6. Trust in capsule form.
7. Good distribution channels.
8. Strong sales team for OTC.

Opportunities 1) (S1,O3) Increase penetration at GP and 1) (W1,O2)Concentrate on 40 mg cap. In RX.

1. Growing market for PPIs (21.1%) IM specialties for capsule by our 2) (W2,O6) Message for ortho team .
2. Molecule high acceptance. competitive price. 3) (W4,O5) Adding digital marketing on social
3•MKT price change lead to choose more 2) (S3,O2) Focus on differentiation by our media as a promotional tool for OTC.
affordable products combination components. 4) (W3,O5) Teasing posters and drop cards
4•AM Contracts represent huge market size 3) (S4,O4)AM contract centers campaign. with sales team to play in the pre-
& easy to penetrate 4) (S8,O5)Promotion campaign for sachets origination ad origination steps in our
5. Decline in H2 blockers due to FDA as an OTC for pharmacists. customer buying journey for OTC.
recalling ( for sachet form) 5) (S1,S3,S4,O3,O5) Increase covering for
6. Ortho and specialty. community pharmacies

Threats 1) (S1,S2,T1,T2)Differentiation strategy

1. Tough competition 2) (S2,S3,S6,T3) Build on our capsule
2. Fragmented market. trustablilty to make entrance barriers for
3. New generics registration. new generics
Objectives
Goals

• To be rank 5 in PPI market.

• To increase profitability
• To be the first OTC antiacid
product
Qualitative objectives :

• Establishing brand recognition for lowprazole sachets as OTC

product for hyperacidity.

• Penetration &differentiation of lowprazole capsule with

IM,GP,Ortho specialities.

• Focusing on AM accounts as an area of growth for lowprazole

capsule.
Quantitative objectives :

• The forecasted PPI market growth for 2019 by CAGR

calculation is 15% to be of value 714,665,860 LE.

• Lowprazole objective for 2019 is to achieve sales of 50

M LE /1,7 M Units lowprazole caps and 15 M LE /750 k
Units lowprazole sachets to achieve total market share
of 5% and PPG 124%.
 Quantitative Objectives:
• Quarters Phasing 2019 for low:
Q1 Q2 Q3 Q4

Lowprazole % 24% 30% 20% 26%

capsule Value 12 M LE 15 M LE 10 M LE 13 M LE
unit 400 K boxes 500 K boxes 333 K Boxes 433 K Boxes

Lowprazole % 18% 30% 20% 26%

sachet Value 2,7 M LE 4,5 M LE 3 M LE 3,9 M LE
unit 135 K Boxes 225 K Boxes 150 K Boxes 195 K Boxes
Market définition
and strategies
 MARKET BEING
TO TA L AT I A C I D M A R K E T
DEFINED

Time frame Jan-Dec. 2018

Market size Total antiacid market

1,288 M
Total growth rate 11.6%

Market treatment classes PPIs 72% of total antiacids market948 M with

Market growth rate 21.1%

H2 blockers 26% of total 339 M with decline by
8.4%

Definition Current customer GP-IM FOR capsule form

Pharmacists for sachets

Competitors Contrloc 21.6%

Nexium 9%
Napizole 5.6% for capsule
Pepzole 4.9%

Rani 29.7% for sachets

Product – Product Life Cycle
Product lifecycle displaying sales, profit and loss zones in the course of time in separate phases.

.
Development Introduction Growth Maturity Saturation Degeneration Elimination
Sales and Profit

Ccapsule form

sachet form
Strategic window

• Increase penetration at GP and IM specialties for capsule by our competitive price.

• Focus on differentiation by our combination components and Concentrate on 40
mg cap. In RX.
• Promotion campaign for sachets as an OTC for pharmacists by Increase covering
for community pharmacies and Teasing posters and drop cards with sales team
while the same time Adding digital marketing on social media as a promotional tool
for OTC. to play in the pre-origination ad origination steps in our customer buying
journey for OTC .
• Message for ortho team .
• AM contract centers campaign.
• Build on our capsule trustablilty to make entrance barriers for new generics
 What is our business aspiration

• Physicians and pharmacists as our customers will use

Lowprazole as the best choice for treating peptic ulcers Patient
due to its powerful efficacy at the same time deliver 24hr
coverage and the best patient compliance to overcome
ulcers complications.

• To reach 65 M as annual revenue.

Healthcare Nero
system pharma
Market segmentation
For physicians
Pure demographic Pure attitude

speciality Beliefs about treatment

location Beliefs about price
potentiality
Practice type
classification
Hybridization
A
C
IM Specialist B IM Consultant Segment E
All over Egypt - GP Segment D
Central Areas - Surgeons
Class A +30 - All Over Egypt ORTHO
Class A +30 patients - All over Egypt
patients - Class A +30 All Over Egypt
Seeking new TTT - Class A +30 patients
Beliefs about patients Class A +30 patients
options - Seeking new TTT
combination dual - Beliefs about Belief about PPI
(Combination) options (Vials)
effect (PPI + Na combination Price Sensitive
Not worry about - Not worry about Price
bicarbonate) - Price sensitive Price
Price sensitive
Market segmentation
For pharmacist
Pure demographic Pure attitude

Chain or not chain OTC power

location Price sensitivity

Credit facility

Hybridization

Segment A Segment B Segment c

- Central Areas - Delta & Upper Egypt Central Areas
- Chain pharmacies Not Chain Not chain
- Have credit facilities Have credit facilities Don’t have Credit facilities
-Strong OTC Power Strong OTC Power Strong OTC Power
- Price Sensitive Price sensitive Price sensitive
Targeting
For physicians

SEGMENTS (A,B,D)

For pharmacists

SEGMETS (A,B)
Positioning
• For physician:
For prophylaxes and treatment of GIT
hyperacidity patients, Lowperazole is the only
combination with affordable price that ensure
compliance because coverage 24 hr without night
symptoms .

• For pharmacist
For OTC hyperacidity patients, Lowperazole is the
only sachet form with affordable price that ensure
fast patient compliance because its safest and
fastest action between all sachet forms.
Benchmark: Pepzol

• Company name: Hikma

• Active ingredient :
Omeprazole
• Dosage forms: 20 mg caps –
40 mg caps
• Y/ 2018 sales of Pepzol :46 M
• MS Pepzol : 4.9% from
total PPI
 Company brand
Customer
Points of parity:
• Form
Points of difference: • Price
• The Only Combination • Service
( PPI + Na bicarbonate ) • Team
in 2 forms. • Coverage
• Price affordability.

Competitor brand
Buying Journey of Lowprazole
Pre-
origination Fulfillment Compliance

Choosing
origination Brand
Leverage
Choice
Point

Evaluation/Dia
gnosis Treatment Choice
Buying Journey of Lowprazole
Pre-origination
awareness
message for the
patient by
Social media,
Fulfillment Recommendation
s Origination
Follow up with
pharmacies , Awareness
Hospital that No Where the patient
replacement for present
our RX and Pharmacy,
Programs for clinics,..
pharmacies Compliance
Follow up Availability
of Product , Patient
Brand Choice buying or not ? and
Why? Evaluation /
Focus on original
combination with Diagnosis
compliance Evaluation the
package , Kol product by health
Conference with care programs
studies , Kols and which
recommendation indication he like
for followers Treatment to use
Choice
Using our class of
the combination
because it is the
best for patient
compliance
Leverage Points of Lowprazole(Capsule Form)

Brand choice

Action:
- Focus on “Lowprazole is the First Fulfillment
Unique combination product in the
Market 40mg cap. Form with
complete course and affordable Follow up on:
price”
-No change in RX at Hospitals and
-KOL: clinical Data ,Trails Pharmacies
And conference meeting -continuously satisfaction of
-speaker meetings for Kols to Pharmacist and no need to
encourage followers trusting to exchange our product by
use our competitors by increase his
Product and test the efficacy profitability by bonus or other
programs
-Group meeting for experienced
Doctors and pharmacists to keep
relation
Leverage points of Lowprazole (Sachet Form)

Pre-Origination

Catalysts: Origination
Rapid Stomach relief The patient seeks
for Happy life with Fulfillment
Clinic, Hospital and
quite sleep pharmacies
Action: Follow up on:
Action:
-Social Media:You -priority of OTC selling
-Posters in clinics , over other competitors
tube Facebook- Hospital and
Instagram .. in the Pharmacy by
pharmacies making programs
-Online Pharmacies -FOC 1 sachet on 1
sites -keeping No change
Box cap. in RX at Hospitals and
-Marketing Tools Pharmacies
putted in pharmacies
and clinics with name
of product
Market Strategy – Marketing Mix (4P’S)
Components in measures of the marketing mix

Product Price Promotion Place

• Naming • Price • Media • Distribution
• Product • Price advertisements system
innovations deductions • Public relations • Multi Channel
• Pharmacies
(First unique • Rebates and • Sponsoring
Combination ) • Retail
discounts • Filed Force
• Online
• Product • Payment Team Pharmacies
improvement ( conditions • Samples
Dosage Form ) • Marketing tools
• packaging, etc. • Conference
meetings

Marketing
Mix
Implementation
Implementation – Plan/GP,IM & Ortho
Milestones and
Priority D & Bs Strategy Key Messages Channels
Metrics
-Preparing a scientific
Conference for the 3
Specialties with
Inc. Physicians It is a combination of engagement of KOL
awareness with omeprazole and speakers (Q1,2,3 and
Prefer Affordable with High -F2F calls.
LOWPRAZOLE Key sodium bicarbonate in 4)
Compliance -Flyers
message (Compliance different forms-
and affordability) Affordable Price. -Training on
elaborating Medical
and technical
differences.
-Provide training to
the new Medical Reps
-Multi Hats MR from
“LOWPRAZOLE (January-February)
Line-I,III & IV
belongs to a ranked -Distribution of
-LOWPRAZOLE
Egyptian pharma samples (Monthly
Are highly influenced by F2F calls , remains on the priority
company, thus -F2F Calls Evaluation).
Free Medical samples of the call.
ensuring high quality,
-Providing free
the most affordable -Monthly Analysis for
medical samples on
and Best compliance” MR-CRM for No. of
regular Basis
Visits.
Implementation – Plan/GP,IM & Ortho
Milestones and
Priority D & Bs Strategy Key Messages Channels
Metrics
-Engage more
Physicians in scientific
activities
-Holding of Quarterly/
“Nero-Pharma is Scientific meeting
-Organize Scientific
Strengthen its Conferences
conferences and
partnership with its (Q1,2,3,and 4)
events. -Webinars.
partners and keeping
-Educational
Highly interested in CME. them engaged though
-Organize Technical Conferences.
one of their most -Online Registration in
and promotional Work
favorable channel to libraries and sources
shops.
maintain long-Term for Scientific
relationship” information Jan, June
-Scientific meetings
& Sept.
with favorable KOL
Speakers having
referent Power.
Inc. Physicians
Follow specialist and KOL awareness with -Conferences with
recommendation “Specially GP’s & LOWPRAZOLE Key KOL Speakers. -Jan, April, July
It is a combination.
IM’s ” message (Compliance - RTDs Medical Conference.
and affordability)
Implementation – Plan/PH
Milestones and
Priority D & Bs Strategy Key Messages Channels
Metrics
-Preparing a scientific
Conference for both
-Inc. PH’s awareness Specialties
with LOWPRAZOLE (IM,GO)with
It is a combination of
Key message engagement of KOL
omeprazole and
(Compliance and speakers (Q1,2,3 and
Profit Margins sodium bicarbonate- -F2F calls.
affordability) 4)
Affordable Price –
Sachet Form
-Fast onset of action -Training of the
and safety Medical Reps on the
New iPad detailing
(January)
-Utilizing its 18 sales
-Provide training to
Team responsible for
the new Medical Reps
getting orders from
“LOWPRAZOLE (January).
pharmacies.
belongs to a ranked -Distribution of
Egyptian pharma samples (Monthly
-Multi Hats MR from
Are highly influenced by F2F calls. company, thus -F2F Calls Evaluation).
Line-I,III & IV
ensuring high quality,
the most affordable -Monthly Analysis for
-Providing free
and Best compliance” MR-CRM for No. of
medical samples on
Visits to Pharmacies.
regular Basis
Implementation – Plan/PH
Milestones and
Priority D & Bs Strategy Key Messages Channels
Metrics
-Preparing a scientific
Web-Conference for
the PH with
engagement of KOL
speakers (Q1,2,3 and
4)

-Long Back experience with Rani -Inc. PH’s awareness -Training on

It is a combination of
Sachets, with LOWPRAZOLE -F2F calls. elaborating Medical
omeprazole and
-Patient complaining about new Sachet format -Flyers. and technical
sodium bicarbonate-
unacceptable taste of sachet with its Pleasant taste. -Brand Reminder. differences on
Affordable Price
monthly base.

-One day in every

month in pharmacy in
Shopping mall to free
samples for the mall’s
visitors.
Buyer Persona
DESCRIPTION
Leverage Point:………Brand choice……………………………
Behavioral Objective:…use lowperazole as a 1st choice
Current Belief about
TGT customer : IM treatment / Environment Desired customer experience
Current behavior
Controloc 42% 1. prefer high conc in PPI D 1. Affordable price with high
D
Nexium 62% 2. highly influenced by F2F compliance

promotion and availability of D 2. Effective with minimal SE D

Napizole 32%
samples
Pepzol 45%
3. don’t differentiate bet PPI
molecule
D
4. D
Highly interested in RTD

5. Follow KOL recommendation

B
Buyer Persona
DESCRIPTION
Leverage Point:………Brand choice ……………………………
Behavioral Objective:…use loweperazol as 1st choice in hyperacidity………………………

Current Belief about

TGT customer :GP treatment / Environment Desired customer experience
Current behavior
Controloc 27% 1. prefer high concentation in D 1. Affordable price with high
D
Nexium 22% PPI compliance

Napizole 32.1% 2. highly influenced by F2F

D 2. Effective with minimal SE D
promotion and availability of
Pepzol 27%
samples

3. don’t differentiate bet PPI D

molecule

4. Highly interested in CME D

5. Follow Specialist and KOL
recommendation
B
Buyer Persona
DESCRIPTION
Leverage Point:………Brand choice ……………………………
Behavioral Objective:…use loweperazol as 1st choice in hyperacidit………………………

Current Belief about

TGT customer : Ortho treatment / Environment Desired customer experience
Current behavior
Controloc 1.6% 1. highly influenced by F2F
D
promotion and availability of
1. Affordable price with high
compliance
D
Napizole 0.6%
samples 2. Effective with minmalSE
Pepzol 7%
2. Highly interested in CME D D
Buyer Persona
DESCRIPTION
Leverage Point:………Fulfilment……………………………
Behavioral Objective:…… Behavioral Objective:…to recommend lowperazole sachet otc
and to dispense lowperazole capsul as written
Current Belief about treatment
TGT customer : PH / Environment Desired customer experience
Current behavior
1. Large number of pharmacist
B 1. Profit margin
B
Recommend Ranitidine 2. long previous experience on Rani 2. Are influenced by F2F D
Sachet
D/B sachet. B 3. Fast onset of action and safety
D
3. Some patient complaining about 4. Despinsing unit
B
unacceptable taste of sachet
D
 Buyer Persona

Prefered Communication Channel

IM GP&ortho PH
Peer to peer meeting
Peer to peer Meeting Webinar
F2F
RTD F2F F2F

CME Retail chain

communication
system

Brand Reminder
Investment-Plan
Investment-Plan TARGET CONSUMERS
(PATIENTS)
1-Pre-Origination

BUDGET
# Activity Budget PY Actual Direct Consumer IMPACT
PIRIORTY

1 Social media adv 70,k ---- 70,k H H

2 Radio adv 40 k ---- 40 k H H

3 Pharmcies websites 20 k ---- 20 k H H

Total 130 k
Investment-Plan
2-Origination TARGET CONSUMERS (PATIENTS)

IM IM GP GP ORTHO
IMPAC BUDGET
# Activity Budget PY Actual H/H H/L H/H H/L H/L Pharmacy
T PIRIORTY
23% 20% 14% 15% 26%

19.05
1 flyers 127 k ---- 29.21k 25.4k 17.78k 33.02k --- H H
k

2 posters 50 k ---- 4.6k 4k 7k 7.5 13 k 30 k H L

3 Gimmiks 150 k ---- 34,5 k 30 k 21 k 22,5 k 39k -- H H

4 Brand reminder 246 k ---- 56.58k 49.2k 34.44k 36.9k 63.96k -- H H

5 Total 573 k
Investment-Plan
4-Brand Choice TARGET CUSTOMERS

ORTH
IM IM GP GP
O BUDGET
# Activity Budget PY Actual H/H H/L H/H H/L IMPACT
H/L PIRIORTY
23% 20% 14% 15%
26%

1 F2F Calls 1,400 k ---- 324 k 293 k 200 k 216 k 367 k H H

2 Samples 10% 5,000 k ---- 1150k 1000k 700k 750k 1300k H H

3 RTD with KOLs 150 k ---- 34.5 k 30 k 21 k 22.5 k 39 k H L

449.9
4 Conferences 1,730 k ---- 397.9 k 346 k 242.2 k 259.5 k H L
k

5 Webinars 50 k ---- -- -- 10 k 20 k 20 k H H

6 Total 8,330 k
Investment-Plan
5-Fulfillment TARGET CUSTOMERS

Pharmacy Pharmacy
Chains Others IMPA BUDGET
# Activity Budget PY Actual
H/M M/L CT PIRIORTY
60% 40%

1 F2F Calls 189 k ---- 113,4 k 75,5 k H H

webinar
2 50 k ---- 30 k 20 k H H

3 Marketing tools 50 k ---- 30 k 20 k H L

4 Total 289 k
Budget
Budget & Exp

Revenue 65,000,000 EGP

Net sales 32,500,000 EGP

Marketing Exp 9,322,000 EGP

Marketing % 28%

Revenue

Lowprazole caps 50,000,000 EGP Lowprazole sachet 15,000,000 EGP

KPIs & Tracking
Target Customer/Segment: Tracking Plan
Priority Source(s)/
Subject Driver/Barrier Specific Metrics Frequency Responsibility

- Shift Rx to - Increasing no. Of -- Evaluation of - Sales &

Combination instead Loweprazol cap %Rx of IMs IMS monthly. Marketing.
Behavioral of PPI only. & GPs - Analysis of
Metrics - 1st choice in ttt of GIT - Penetrate Ortho Rx territorial
hyperacidity. - Growth of Lowprazol sales report.
- 1st choice as sachet sachet OTC sales with
for OTC products. pharmacists.
- MS gradual elevation. - MS monthly - Sales &
By December 31:
Financial
- Monthly achievement. elevation.
 IMS, monthly Marketing.
 Sales & Marketing
 Sales per center
Metrics - Analysis of
territorial
sales report.

- F2F calls - No of Material distributed

Increase no. of engaged - Sls Monthly Evaluation
Force Activity
- Market
No of patient’s lecture conducted Report; monthly
of CRM.  Sales & Marketing
customers
Q1=22, byQ4=28
Q2=22, Q3=8, various - Monthly Evaluation research, Sales,
Implementation - Samples activities. of direct impact on Marketing.
No of attendees MS.
Metrics
- Mentioned - No
Increase Level of
of Material distributed - Quartly evaluation of
Slscustomers
Force Activity  Sales & Marketing
Activities engagement.
No of patient’s lecture conducted
Q1=22, Q2=22, Q3=8, Q4=28 Report; monthly
engagement level.
65 | SlideSalad.com | Date 2019 - Increase no. Of
No of attendees
66

Take control of frequent

Heartburn
By
Dual effect

66 | SlideSalad.com | Date 2019

 facebook.com/repsology

repsology.org

youtube.com/c/repsology

linkedin.com/company/repsology

[email protected]

telegram.me/repsologyofficial
Business platform for
twitter.com/repsology the pharmaceutical
Industry staff.
instagram.com/repsology

67 | SlideSalad.com | Date 2019

68

THANK YOU

68 | SlideSalad.com | Date 2019