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Marketing plan and
Commercialization
             SaphvidTM
in early detection of Pre- eclampsia



                                Ms. H. Gwani
                                Ms. S. Jain
                                Ms. V. Varkey
                                Mr. A. Awosusi
                                Mr. D. Igwe
                                Mr. P. Waghmare
G7 Diagnostics
   Headquarters: United Kingdom

   Area of expertise: Early detection of Pre- eclampsia

   Latest product: SaphvidTM

   Foundations:
     • Strong R&D base in early detection of Pre-eclampsia

       • Filed patent

   Scope of improvements:
     • Diversification

       • Global expansion

26 December 2012
PURPOSE OF TODAY’S
MEETING
… To outline the company’s marketing plans intended not
only to ensure sales but also to create an incredible positive
perspective of our product on the minds of both our direct
customers (obstetricians and midwives) and the end-
users(pregnant women) of the technology…




26 December 2012
G7 Diagnostics

Mission:

      To provide innovative point of care diagnostic products for early
                   detection of pre-eclampsia in pregnant women




Vision:

   To become a global, leading and reliable provider of ‘pre-eclampsia
                           detection’ diagnostic devices



26 December 2012
Product: SaphvidTM

                   Strip: SaphvidTM


                   Intended Use: Early detection of Pre-eclampsia


                   Device Used: Triage Meter


                   Need of the hour:

                   • No effective diagnostic method available




26 December 2012
Saphvid TM



                                25 packs
Strip wrapped in foil to
keep out moisture




                   Instruction manual
Agenda: Marketing Plan
Analysis:
  • Market
  • Macro Environment
  • Micro Environment
  • Consumer Analysis
Features of SaphvidTM
G7 Marketing Strategy
Overview: Marketing plan
Positioning, Strategies & tactics
Market expansion
Execution & timeline budget
Conclusion
26 December 2012
Market analysis:

World Health Report (2005):

     • Eclampsia causes 12% maternal deaths
       per year.



National Statistics (UK,2009):

     • Incidence of eclampsia is found to be
       4.9/10000 births per year

     • Out of 400/ 730,000 cases of eclampsia
       per birth




26 December 2012
Market analysis:




                         Source: http://www.cureresearch.com/p/preeclampsia/stats-country.htm




26 December 2012
Analysis: Macro- Environment
                • Regulatory laws and legislation for the device
  Political
                • Government involvement in the health car

                • Cost of the product and increasing incidence rate of Pre-eclampsia
  Economic
                • Lower taxation rate for the R&D companies from 2013

                • Increasing birth rate
   Social
                • Awareness amongst public

                • E-commerce
 Technology
                • Improvement in automated technology (process improvement)


Environmental   • Policies for environmental friendly process



    Legal       • Patent related work
Analysis: Micro Environment


Threat of new                           Competitive rivalry                Threat of substitute
competitors                             • Increasing research on           products/ services
• Tax incentives for R&D (Grant           Preeclampsia                     • Trade-off
  Thornton, 2010)
                                        • Superior technology              • Alternate POC test for
• Patents and proprietary                 (Saphvid )
  knowledge                                                                  Pre-eclampsia



                   Buyer power                         Supplier power
                   • Proven results, superior          • Supplier concentration
                     technology
                                                       • Patent held by supplier
                   • Critical need for an
                     effective diagnosis




    26 December 2012
Competitors:
                   COMPANY                                 PRODUCT(s)
Roche Diagnostics Point of Care Products POC for acute coronary syndrome (ACS) and deep
                                         vein thrombosis/pulmonary embolism (DVT/PE).

                                         Point-of-care blood gas systems
Inverness Medical Innovations            Pregnancy/Ovulation

                                         Sexually Transmitted Diseases (STD)

                                         Infectious Disease

                                         Respiratory Disease

                                         Gastrointestinal Disease

                                         Coagulation/Cardiac
Abbot Laboratories                       i-STAT® System diagnostic and data management
                                         products for rapid blood analysis

Summit Doppler Systems                   Ultrasound Doppler systems used to detect fetal
                                         heartbeat (Preeclampsia)

Alere™                                   Triage Test strip for preeclampsia detection.

26 December 2012
Analysis: Customer
                              Expectations:
                               •Precision
Target customer:               •Accuracy
                                •Ease of
  •   General Practitioner      operation
  •   Gynecologist
  •   Obstetrician
  •   Mid wife

End User/ Consumer:
  • Pregnant women           Expectations:

                             •Time taken
                              •Safe and
                               effective
G7 Marketing
Strategy


26 December 2012
Overview: Marketing plan

                                                                4. Execution timeline
  1. Research &       2. Objective and       3. Strategies &
                                                                      & Budget
recommendations        target audience            tactics       (Commercialization)


                     -Value proposition    -Public &
                                           professional
                     -Positioning & Key    relations
                     messages              -Clinical meetings
                                           & publications
                                           -Reimbursement,
                                           pricing &
                                           distribution
                                           -Sales promotion,
                                           advertising &
                                           Internet


                                              C. Assemble
A. Research target    B. Define clinical
                                            clinical advisory   D. Validation study
    audience               utility
                                                  board
Objective and target audience
Value proposition (USP)

 Reliability and accuracy


 Amount of sample: 200µL


 Ease of operation: guided by instruction manual


 Time taken- quick results: 15 minutes


 Point of care



26 December 2012
Objective and target audience (positioning)


                  Product
                                                        Price
Class of device: Annex II B
Physician specialty: Gynecologist,           Manufacturing Cost: GBP 20
Obstetrician
Clinical Utility: early detection of pre-       Selling price: GBP 40
eclampsia
Reimbursement



                Place                               Promotion

Manufacturer – G7 Diagnostic                Clinical meetings, Women
Store – NHS- Hospital Central               Health Magazines, Clinical
 Store – Doctors/Midwives –                     Journals, Medical
 Patients (Pregnant Women)                       Representatives
Strategies & tactics


Press release (clinical trials of product)



             Publication in Journals



        Public & professional relations (contacting
       doctors, explaining the product technology)



                  Clinical meetings, symposiums



                      Sales promotion and advertising
Press Release
Market expansion

UK Market:                   •    Press Release
                             •    Facts about pre-eclampsia
                             •    Prevent premature birth
                             •    Novel technology
              NHS, NICE



                              •    MR meting the doctors: USP
                              •    Conference/ workshops
       Obstetricians          •    Medical Journals
                              •    Interviewing the specialists



                                  • Campaign to create
               Consumer
                                    awareness about Pre-
                                    eclampsia
                                  • Articles in Magazines
Influence of Elements

Clinical trials         Press release          NHS
                                               NICE
                                                                         Other doctors


                                               Doctors
                                             (specialist)
        Clinical journals


                                              Magazine                     Pregnant ladies
                                               articles
          G7 Medical
        representatives
                                              Campaign                       Mid wives
                                              awareness
            Clinical
          conferences
NHS: National Health Service, NICE: National Institute for Health and Clinical Excellence
Market expansion

      International Marketing



International   Strategic           Sales &
Distributors    Alliances           Marketing
• Identify      • Contract
                • Agreement
                                    • Sales
• Regulations                         Strength of
  in specific     for 20 % of
                  sales               distributors
  country                           • Contacts
Future Global distribution of SaphvidTM
           Specific Diagnostics (P) Ltd (ISO
           9001:2000).
           • A-173, II nd Floor, Shyam Villa, Shubash Nagar, Jaipur
             302016 Rajasthan ( INDIA)
           • info@specificdiagnostics.com


           Synapse Biotech Ltd
           • Enugu, Enugu state,
             Nigeria, West Africa
           • synapsebiotech@yahoo.com




           Runbio Biotech Co.,Ltd.
           • Rongsheng Technological
             Zone,Univ.Rd.Shantou,Guangdong,China
             Zip Code: 515063
Marketing Gantt Chart: Commercialization

         ACTIVITY             DURATION     Month 1         Month 2        Month 3        Month 4   Month 5   Month 6   Month 7   Month 8   Month 9   Month 10   Month 11   Month 12


 Press release                     20

 Clinical Journal                  25

 Medical Representatives           30

 Clinical Conferences              5

 Magazine Articles                 25

 Camapaigns Awarness               25

 NHS Approval                      30

 Indentify international Distributor30

 Regulations Approval              10

 Distributor Agreement             30    (after approval from international regulatory bodies)

 Distributor Contract              30    (after approval from international regulatory bodies)
MARKETING COSTS
       Activity         Budget GBP
     Press release         300


   Clinical journals       200


  Clinical conference      9300


   Press conference        6000


      Campaigns           17000


   Magazine article        200


        Salary           120,000


         Total           153,000
Conclusion:

•Analysis of the environment has led G7 Diagnostics to:
    • Identify target customers

    • Build a robust marketing plan based on competent strengths

    • Market expansion

    • Associated marketing cost




26 December 2012
THANK YOU!

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G7 Marketing plan and Commercialization

  • 1. Marketing plan and Commercialization SaphvidTM in early detection of Pre- eclampsia Ms. H. Gwani Ms. S. Jain Ms. V. Varkey Mr. A. Awosusi Mr. D. Igwe Mr. P. Waghmare
  • 2. G7 Diagnostics Headquarters: United Kingdom Area of expertise: Early detection of Pre- eclampsia Latest product: SaphvidTM Foundations: • Strong R&D base in early detection of Pre-eclampsia • Filed patent Scope of improvements: • Diversification • Global expansion 26 December 2012
  • 3. PURPOSE OF TODAY’S MEETING … To outline the company’s marketing plans intended not only to ensure sales but also to create an incredible positive perspective of our product on the minds of both our direct customers (obstetricians and midwives) and the end- users(pregnant women) of the technology… 26 December 2012
  • 4. G7 Diagnostics Mission: To provide innovative point of care diagnostic products for early detection of pre-eclampsia in pregnant women Vision: To become a global, leading and reliable provider of ‘pre-eclampsia detection’ diagnostic devices 26 December 2012
  • 5. Product: SaphvidTM Strip: SaphvidTM Intended Use: Early detection of Pre-eclampsia Device Used: Triage Meter Need of the hour: • No effective diagnostic method available 26 December 2012
  • 6. Saphvid TM 25 packs Strip wrapped in foil to keep out moisture Instruction manual
  • 7. Agenda: Marketing Plan Analysis: • Market • Macro Environment • Micro Environment • Consumer Analysis Features of SaphvidTM G7 Marketing Strategy Overview: Marketing plan Positioning, Strategies & tactics Market expansion Execution & timeline budget Conclusion 26 December 2012
  • 8. Market analysis: World Health Report (2005): • Eclampsia causes 12% maternal deaths per year. National Statistics (UK,2009): • Incidence of eclampsia is found to be 4.9/10000 births per year • Out of 400/ 730,000 cases of eclampsia per birth 26 December 2012
  • 9. Market analysis: Source: http://www.cureresearch.com/p/preeclampsia/stats-country.htm 26 December 2012
  • 10. Analysis: Macro- Environment • Regulatory laws and legislation for the device Political • Government involvement in the health car • Cost of the product and increasing incidence rate of Pre-eclampsia Economic • Lower taxation rate for the R&D companies from 2013 • Increasing birth rate Social • Awareness amongst public • E-commerce Technology • Improvement in automated technology (process improvement) Environmental • Policies for environmental friendly process Legal • Patent related work
  • 11. Analysis: Micro Environment Threat of new Competitive rivalry Threat of substitute competitors • Increasing research on products/ services • Tax incentives for R&D (Grant Preeclampsia • Trade-off Thornton, 2010) • Superior technology • Alternate POC test for • Patents and proprietary (Saphvid ) knowledge Pre-eclampsia Buyer power Supplier power • Proven results, superior • Supplier concentration technology • Patent held by supplier • Critical need for an effective diagnosis 26 December 2012
  • 12. Competitors: COMPANY PRODUCT(s) Roche Diagnostics Point of Care Products POC for acute coronary syndrome (ACS) and deep vein thrombosis/pulmonary embolism (DVT/PE). Point-of-care blood gas systems Inverness Medical Innovations Pregnancy/Ovulation Sexually Transmitted Diseases (STD) Infectious Disease Respiratory Disease Gastrointestinal Disease Coagulation/Cardiac Abbot Laboratories i-STAT® System diagnostic and data management products for rapid blood analysis Summit Doppler Systems Ultrasound Doppler systems used to detect fetal heartbeat (Preeclampsia) Alere™ Triage Test strip for preeclampsia detection. 26 December 2012
  • 13. Analysis: Customer Expectations: •Precision Target customer: •Accuracy •Ease of • General Practitioner operation • Gynecologist • Obstetrician • Mid wife End User/ Consumer: • Pregnant women Expectations: •Time taken •Safe and effective
  • 15. Overview: Marketing plan 4. Execution timeline 1. Research & 2. Objective and 3. Strategies & & Budget recommendations target audience tactics (Commercialization) -Value proposition -Public & professional -Positioning & Key relations messages -Clinical meetings & publications -Reimbursement, pricing & distribution -Sales promotion, advertising & Internet C. Assemble A. Research target B. Define clinical clinical advisory D. Validation study audience utility board
  • 16. Objective and target audience Value proposition (USP)  Reliability and accuracy  Amount of sample: 200µL  Ease of operation: guided by instruction manual  Time taken- quick results: 15 minutes  Point of care 26 December 2012
  • 17. Objective and target audience (positioning) Product Price Class of device: Annex II B Physician specialty: Gynecologist, Manufacturing Cost: GBP 20 Obstetrician Clinical Utility: early detection of pre- Selling price: GBP 40 eclampsia Reimbursement Place Promotion Manufacturer – G7 Diagnostic Clinical meetings, Women Store – NHS- Hospital Central Health Magazines, Clinical Store – Doctors/Midwives – Journals, Medical Patients (Pregnant Women) Representatives
  • 18. Strategies & tactics Press release (clinical trials of product) Publication in Journals Public & professional relations (contacting doctors, explaining the product technology) Clinical meetings, symposiums Sales promotion and advertising
  • 20. Market expansion UK Market: • Press Release • Facts about pre-eclampsia • Prevent premature birth • Novel technology NHS, NICE • MR meting the doctors: USP • Conference/ workshops Obstetricians • Medical Journals • Interviewing the specialists • Campaign to create Consumer awareness about Pre- eclampsia • Articles in Magazines
  • 21. Influence of Elements Clinical trials Press release NHS NICE Other doctors Doctors (specialist) Clinical journals Magazine Pregnant ladies articles G7 Medical representatives Campaign Mid wives awareness Clinical conferences NHS: National Health Service, NICE: National Institute for Health and Clinical Excellence
  • 22. Market expansion International Marketing International Strategic Sales & Distributors Alliances Marketing • Identify • Contract • Agreement • Sales • Regulations Strength of in specific for 20 % of sales distributors country • Contacts
  • 23. Future Global distribution of SaphvidTM Specific Diagnostics (P) Ltd (ISO 9001:2000). • A-173, II nd Floor, Shyam Villa, Shubash Nagar, Jaipur 302016 Rajasthan ( INDIA) • info@specificdiagnostics.com Synapse Biotech Ltd • Enugu, Enugu state, Nigeria, West Africa • synapsebiotech@yahoo.com Runbio Biotech Co.,Ltd. • Rongsheng Technological Zone,Univ.Rd.Shantou,Guangdong,China Zip Code: 515063
  • 24. Marketing Gantt Chart: Commercialization ACTIVITY DURATION Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 Press release 20 Clinical Journal 25 Medical Representatives 30 Clinical Conferences 5 Magazine Articles 25 Camapaigns Awarness 25 NHS Approval 30 Indentify international Distributor30 Regulations Approval 10 Distributor Agreement 30 (after approval from international regulatory bodies) Distributor Contract 30 (after approval from international regulatory bodies)
  • 25. MARKETING COSTS Activity Budget GBP Press release 300 Clinical journals 200 Clinical conference 9300 Press conference 6000 Campaigns 17000 Magazine article 200 Salary 120,000 Total 153,000
  • 26. Conclusion: •Analysis of the environment has led G7 Diagnostics to: • Identify target customers • Build a robust marketing plan based on competent strengths • Market expansion • Associated marketing cost 26 December 2012

Hinweis der Redaktion

  1. Trade-off: price vs performance