Onco Div 09-10

LAUNCHING PLAN ONCOLOGY DIVISION: 

LAUNCHING PLAN ONCOLOGY DIVISION ZENSA BIONOVA

PROBLEM IN INDIA: 

PROBLEM IN INDIA Developed world, cancer is the second leading cause of death after cardiovascular disease. In India, third leading cause of death after cardiovascular disease & road accidents. 7 lakhs new cases per year & 20-25 lakhs at any given point of time still lower than develop countries.

INDIA – HUB FOR ONCLOGY: 

INDIA – HUB FOR ONCLOGY INCREASED LONGEVITY INCREASED AWARENESS – CANCER SCRENING/DETECTION CHANGING LIFE STYLE HIGH SUCCESS RATES OF TREATMENT INCREASED HEALTH CARE SPENT 27% MEDICAL & HEALTH SERVICES www.nic.in

TARGET CUSTOMERS: 

TARGET CUSTOMERS MEDICAL ONCOLOGISTS RADIATION ONCOLOGISTS HAEMATOLOGISTS SURGICAL ONCOLOGISTS GYNAE – ONCOLOGISTS ENT – ONCOLOGISTS URO – ONCOLOGISTS P R I O R I T Y

VISION: 

VISION PROFITABLE PROFESSIONAL IMAGE SOCIAL CONCERN INCREASED MARKET REACH EQUITY EXPANSION TO BECOME STRONG ONCOLOGY PLAYER THROUGH INNOVATION & BECOME NO.9 BY 2012 MARCH

HOW WE GET THERE: 

HOW WE GET THERE HIGHLY MOTIVATED FIELD FORCE RADICAL MARKETING APPROACH CUSTOMER ORIENTATION/FOLLOW UP SUCCESSFUL IMPLEMENTATION OF STRUCTURED PLAN TAKING ADVANTAGES OF CHEMICAL BASE & TECHNOLOGICAL TIE-UP

WAYS & MEANS: 

WAYS & MEANS CORPORATE CAMPAIGNS PRODUCT MIX BRAND BUILDING FIELD FORCE MOTIVATION STOCKIST MOTIVATION PARAMEDICS JUNIOR DOCTORS COVERAGE CLINICAL TRIALS – PROPOSED PROTOCOLS SCIENTIFIC INFORMATIONS

CORE BRANDS: 

CORE BRANDS FOCUS : TWO CONTRIBUTION: 40% FOCUS : THREE CONTRIBUTION: 13% CONTRIBUTION: 10% CONTRIBUTION: 8% FOCUS : FOUR CONTRIBUTION:10% CONTRIBUTION: 8% CONTRIBUTION: 6% CONTRIBUTION: 5%

MARKETING PLAN: 

MARKETING PLAN BRANDING STRATEGIES SCIENTIFIC STRATEGIES COMMERCIAL STRATEGIES

OUR STRENGHT: 

OUR STRENGHT GOOD CHEMICAL BASE TECHNOLOGICAL TIE UP GENFARMA – PEGYLATED LIPOSOMAL AMEGA BIOTECH - BIOGENERICS MAGNANIMITY OF MANAGEMENT PRODUCT MIX FINANCIALS

WEAKNESS: 

WEAKNESS SCIENTIFIC INFORMATION ACCEPTANCE OF DOCTORS NEW ENTRANTS NON – ONCOLOGICAL BACKGROUND

THREE YEAR PLAN: 

THREE YEAR PLAN YEAR 1 YEAR 2 YEAR 3 10 - 11 Cr 18 – 20 Cr 28 - 30 Cr

PowerPoint Presentation: 

Paclitaxel Gemcitabine Docetaxel Oxaliplatin Epirubicin Carboplatin Conventional Cytotoxic Orals Procarbazine Capacitabine Anastrozole Estramustine Temozolomide Melphalan Fludarabine Pemetrexed Gefitinib Imatinib Erlotinib Rituximab Bivacuzimab Trastuzumab Bortezomib Block Busters

PowerPoint Presentation: 

Peg Alfa Asparaginase Peg Cytarabine UNIQUENESS IN INDIAN 0NCOLOGY MARKET TRASTUZUMAB BIVACUZIMAB CITUXIMAB DASATINIB LAPATINIB 1 st Indian Onco Co.

OPPORTUNITY: 

OPPORTUNITY LUNG CANCER: 80,000 : CHEMO BREAST CANCER: 100,000 : CHEMO PANCREATIC CA: 10,000 : CHEMO GYNAECOLOGICAL CA: 50,000 : CHEMO HEAD & NECK CANCER: 200,000 : CHEMO COLORECTAL CANCER: 80,000 : CHEMO BLADDER/PROSTAT CA: 20,000 : CHEMO

PowerPoint Presentation: 

East 14% West 26% South 28% NEWS MARKET North 32%

SPECIAL CAMPAIGNS: 

SPECIAL CAMPAIGNS I – Qtr LUNG CANCER AWARENESS NORTH & EAST BREAST CANCER AWARENESS SOUTH & WEST II - Qtr Vice Versa

AWARENESS CAMPAIGNS: 

AWARENESS CAMPAIGNS BREAST CANCER AWARENESS MONTH COLORECTAL CANCER AWARENESS MONTH LUNG CANCER AWARENESS MONTH HEAD & NECK CANCER AWARENESS MONTH DOCTORS’ DAY FLORENCE NIGHTINGALE DAY BREAST CANCER DAY

COMMERCIAL STRATEGIES: 

COMMERCIAL STRATEGIES FREE PRE-MEDICATION KIT FOR OUR PACLITAXEL FREE PRE-MEDICATION KIT FOR OUR DOCETAXEL TUMOUR MARKER FOR SEVERAL CARCINAOMAS CT – SCAN REIMBURSEMENT FOR USAGE OF OUR PRODUCTS USG – ABDOMEN REIMBURSEMENT FOR USAGE OF OUR PRODUCTS COLONOSCOPY- REIMBURSEMENT HAEMATOLOGOCAL DIAGNOSTIC REIMBURSEMENT FOR USAGE OF OUR PRODUCTS

SCIENTIFIC STRATEGIES: 

SCIENTIFIC STRATEGIES CLINICAL TRIAL – BIOLOGICAL PRODCUTS: PURCHASE WITH FREE CYCLES/VIALS SUBCRIPTION OF WELL KNOWN JOURNAL: REGULAR FEEDING OF LATEST TRIAL PAPER SCIENTIFIC LECTURES – UPDATES ON USAGE OF MOLECULES. EXPERIENCE EXCHANGE PROGRAMME

Strategy: In-door Launching: 

Strategy: In-door Launching Chamber in-door launching Company & product. Indication wise positioning. Value Added Services. Benefit for patients & customers. Emphasis on constant availability. Closing with a Utility gift.

Free cycle BINDING STRATEGY: 

Free cycle BINDING STRATEGY For KOL Customers provided free cycle 1 st 5 patients 3 rd or 4 th or 6 th cycle will be free for the patient. Condition applied: Providing purchase proof of earlier cycles. Could be prepared for documentation as CRF

Strategy: Value Added Services: 

Strategy: Value Added Services To bind the Doctors & patients provide Reimbursement of CT scan (any part of the body) Reimbursement of MRI for Brain or Breast or Spinal cord. Reimbursement of USG of Liver, abdomen. Reimbursement of Liver function test. Reimbursement of Tumour Marker like CA 125, PSA, CD 20, HER 2+ etc

Strategy : To Grow: 

Strategy : To Grow To grow require new R x & follow up for old R x so we will monitor with a tool which will lead us for: Probing the doctors with patients details with indication & dosage schedule & continuity of cycles. Information gather from Chemists & Stockists for new & old patients Probing the doctors with addition & deletion of patients. R X SCANNER

Strategy: Marketing the Customers: 

Strategy: Marketing the Customers Awareness/screening of the Cancer - focuss: 1 st 3 months: Breast & Lung 2 nd 3 months: GI Tract/Colon/Rectum 3 rd 3 months: Head & Neck Collaborate with IMA (local) & Nursing Homes to marketing the KOL & emerging KOL in the city & outskirt of the city. Initiation to build up a relation with Corporate house to build cancer awareness among the KOL & emerging KOL

Sales Promotion Support: 

Sales Promotion Support Medical Journal & Periodicals Medical Books Sponsorship National Conferences Sponsorship Inter-National Conferences. Individual or Group Lunch or Dinner Meet: KOL/Senior/Junior/Para-Medicals. Screening Camp on Cancer Awareness Program Individual Gifts in occasion of Birth Day & Anniversary Day for KOL & emerging KOL.

PROJECTION 2009-10: 

PROJECTION 2009-10 TARGET PRIMARY INSTITUTE TOTAL SECONADRY COLLECTION APR ‘09 0.45 Cr 0.10 Cr 0.55 Cr 0.32 Cr 0.42 Cr MAY’09 0.50 Cr 0.15 Cr 0.65 Cr 0.38 Cr 0.53 Cr JUN’09 0.60 Cr 0.25 Cr 0.85 Cr 0.48 Cr 0.73 Cr JUL’09 0.80 Cr 0.20 Cr 1.00 Cr 0.68 Cr 0.88 Cr AUG’09 1.00 Cr 0.30 Cr 1.30 Cr 0.80 Cr 1.10 Cr SEPT’09 0.90 Cr 0.25 Cr 1.15 Cr 0.90 Cr 1.15 Cr OCT’09 0.80 Cr 0.15 Cr 0.95 Cr 0.65 Cr 0.80 Cr NOV’09 1.00 Cr 0. 25 Cr 1.25 Cr 0.85 Cr 1.10 Cr DEC’09 1.00 Cr 0.30 Cr 1.30 Cr 0.90 Cr 1.20 Cr JAN’10 1.15 Cr 0.30 Cr 1.45 Cr 1.00 Cr 1.30 Cr FEB’10 1.00 Cr 0.20 Cr 1.20 Cr 0.90 Cr 1.10 Cr MAR’10 1.20 Cr 0.15 Cr 1.35 Cr 1.00 Cr 1.15 Cr TOTAL 10.40 Cr 2.60 Cr 13.00 Cr 8.86 Cr 11.46Cr

Man Power Planning: 

Man Power Planning NORTH : CONTRIBUTION 32% LAUNCHING PHASE I PHASE II PHASE III DELHI 4 2 1 PUNJAB 1 0 1 UTTAR PRADH 1 0 1 RAJASTHAN 1 1 0 BHOPAL (M.P) 0 1 0 TOTAL 7 4 3 EACH PHASE : 9-10 MONTHS

Man Power Planning: 

Man Power Planning EAST : CONTRIBUTION 14% LAUNCHING PHASE I PHASE II PHASE III KOLKATA 3 1 1 PATNA 1 1 0 CUTTACK 1 0 0 GUWAHATI 0 1 0 IMPHAL 0 1 0 TOTAL 5 4 1 EACH PHASE : 9-10 MONTHS

Man Power Planning: 

Man Power Planning WEST : CONTRIBUTION 26% LAUNCHING PHASE I PHASE II PHASE III MUMBAI 3 2 2 PUNE 1 1 0 NAGPUR 0 1 0 GUJRAT 1 1 0 NASIK 0 1 0 TOTAL 5 6 2 EACH PHASE : 9-10 MONTHS

Man Power Planning: 

Man Power Planning SOUTH : CONTRIBUTION 28% LAUNCHING PHASE I PHASE II PHASE III ANDRA PRADH 2 1 1 KARNATAKA 2 1 1 TAMILNADU 2 1 1 KERALA 1 0 1 TOTAL 7 3 4 EACH PHASE : 9-10 MONTHS

Man Power Planning: 

Man Power Planning ALL INDIA : CONTRIBUTION 100% LAUNCHING PHASE I PHASE II PHASE III NORTH (32%) 7 4 3 EAST (14%) 5 4 1 WEST (26%) 5 6 2 SOUTH (28%) 7 3 4 TOTAL 24 17 10 HO PMT 3 2 2 GRAND TOTAL 27+1 19 12 EACH PHASE : 9-10 MONTHS

PowerPoint Presentation: 

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