This document presents the Comers To the Market (CTM) tool, which analyzes new introductions and life cycle management products in the market. CTM extracts data from IMS Dataview reports into an Excel tool to differentiate between new introductions and LCMs. It provides information on products, sales, launch dates, and allows filtering by therapeutic class or company. The tool delivers insights for Novartis Egypt and Saudi Arabia to track competitors and market dynamics for planning purposes. It is considered easy to use and adapt across markets to support marketing and management in analyzing the pharmaceutical market.
3. Objectives
Monthly follow-up to New Introductions (NIs) and
Life Cycle Management (LCM) introduced in the
market.
Full information about NIs/ LCM brands/ packs.
Calculate the YTD sales impact on NIs/ LCMs on
market(s) and corporate.
4. CTM update cycle
taview report 2. Paste data into Excel tool
CTM report is ready
5. CTM concept
Extract IMS Dataview report data into an Excel
tool that re-format the data for CTM report.
Differentiate between NI/ LCM by units sold LY. If
Brand previous years units sold=0 ï NI otherwise
LCM
Provide all information about NIs/ LCMs brands:
ATC3, CRP, Brand, Pack, MOL, NI/ LCM YTD
sales, launch Month, Launch year, PSP.
Ability to filter the report by ATC3 or CRP.
7. CTM deliverables â specific ATC3
Select Class
All results filtered on the selected class.
New competitors information available.
PM can follow up brands/ generics introductions
in his market(s).
Source: CTM / IMS data Dec.06
8. CTM deliverables â specific CRP
Select CRP
All results filtered on the selected CRP.
Analysis of CRPs YTD growth derived from NIs/LCM.
Identify introduced brands by the selected CRP.
Source: CTM / IMS data Dec.06
9. CTM analysis â Leading CRPs in LCM
Arrange CRPs in terms of YTD LCM value sales.
Assess YTD impact of CRP new packs introduced.
Source: CTM / IMS data Dec.06
10. CTM analysis â Leading CRPs in NIs
Arrange CRPs in terms of YTD Nis value sales.
Assess YTD impact of CRP new brands introduced.
Source: CTM / IMS data Dec.06
11. CTM analysis â Leading ATC3 in NIs
Arranged classes in terms of NIs to identify the attractive
markets.
Assess current classes that our brands compete in.
Source: CTM / IMS data Dec.06
12. CTM analysis â Leading ATC3 in LCMs
Arranged classes in terms of LCMs to identify the
attractive markets.
Assess current classes that our brands compete in.
Source: CTM / IMS data Dec.06
14. Key success factors
Tool update can be done easily without too much
technical knowledge (preliminary Dataview and Excel
experience).
Tool is applied in Novartis Egypt for almost a year and
introduced to Novartis KSA from Oct.06.
PMs follow up introductions in their markets on monthly
basis or during MPH planning.
CPO management assess their position in the market and
follow up competitor launches on monthly basis or during
planning or StratPlan preperation.
BD&L can analyze the market and identify attractive
markets in terms of number/ value of NIs & LCMs.
15. Conclusion
CTM is an easy tool that give more insight about
market dynamics.
The tool can be adapted easily in different
markets from small CPOs to regional level.
Many new untapped information can be explored
that will support marketing and senior
management to analyze market dynamics.
Consolidated reports can easily extracted with
pivot reports.
FF input is validated by IMS MAT units sales per territory and zone. IMS units is fine tuned by two factors: TAR DRs visited against the total market universe. # of boxes sold without RXs.