For PHARMA professionals: How you can identify and follow-up the market growth (total market or specific corporate)? Growth elements are: New brands, new packs, price increase, volume and others. A comprehensive market intelligence.

1. Market Elements of GRowth (MEGR)
Novartis Egypt market analysis practices
Eng. Walid Saafan (MBA), Business Intelligence Manager
Cairo, Egypt. April/2007

2. Topics
.
 Introduction
 Product objectives
 IMS market elements of growth
 Market Elements of Growth (MEGR)
 Conclusion
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3. Introduction
Stretching IMS data to the edge
 IMS DataView limited analysis capabilities
 Transform IMS data into a better format for more analysis.
 Detailed analysis become easier.
 Untapped information are identified and clear.
 Techniques can be applied on regional level
“Simple tools with high business impact”
“Charging our knowledge with Extra information”
SMI
Simple Market Information
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4. Product objectives
what is the growth driver?
 Break down to the market/ CRP elements of growth.
 Follow up competitor strategies.
 Assess the success of our portfolio management.
 Detailed analysis for each element components (NI, LCM,
PI).
 Assess the leading therapeutic classes in terms of NI/LCM.
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5. IMS Market elements of growth
Limited analytical capabilities
 IMS produce ‘Market Elements of growth = 5000 US$ per
issue, difficult to analyze.
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6. Market Elements of GRowth (MEGR)
Think beyond what is possible
 Detail analysis for MKT/ MNCs/ OTHERs/ CRPs growth
components:
 IMS classification:
1. New Introductions (new brand was no sales in the previous 5 years).
2. Life Cycle Management (new pack, new strength, new form, etc).
3. Price Increase (price changes granted by MOH – source IMS).
4. Units
5. Others (components that can’t be identified in IMS audits):
• Growth due to interaction between simultaneous price and quantity changes- interactive
effect.
• Growth due to exchange rate changes
• Residual growth :
» Growth caused by discontinued products or packs.
» Growth caused by new packs of existing form-strengths.
“Market growth elements at your finger tip”
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7. MEGR data sources
All data is available with no extra effort
 New Introductions & Life Cycle Management is extracted
from IMS Dataview report.
 Price Increases reported by IMS, YTD sales impact is
calculated accordingly.
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8. Market Elements of GRowth (MEGR)
Y06 Market Elements of Growth ‘IMS vs MEGR’
20.0%
18.0%
16.0%
6.9%
14.0%
12.0%
10.0%
18.5%
8.0% 7%
6.0%
4.0% 0.6%
1.9%
2.0%
2.2%
0.0%
PI
NIs
LCM
GR%
Units
Others
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9. MEGR - Summary results
List of all growth elements
 List of YTD value for each element along with automated
waterfall chart (based on your selection).
Select CRP
Top 30 MNCs
Y06 - Value
LY Sales NIs # LCM # PI # Y06 sales
Total market 7,864,762,700 175,869,500 145,901,500 46,086,556 9,319,240,304
Top 30 MNCs 3,470,055,600 33,869,200 94,127,400 22,548,675 4,108,206,308
Novartis PH 339,932,900 994,300 41,758,100 4,288,449 411,320,804
Y06 - GR Elements
NIs LCM PI's Units Others GR%
Total market 2.2% 1.9% 0.6% 6.9% 6.9% 18.5%
Top 30 MNCs 1.0% 2.7% 0.6% 4.1% 10.0% 18.39%
Novartis PH 0.3% 12.3% 1.3% -5.2% 12.4% 21.00%
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10. MEGR - New Introductions
Full details about NIs
 Detailed information including:
• CRP, brand, pack(s), PSP, introduction month, YTD value sales.
NOVARTIS Y06 NIs
 Selection by CRP/ brand. 16,000,000
627,300 14,040,900
14,000,000 2,014,200
12,000,000 994,300
 NI strategy assessment. 10,000,000
10,405,100
8,000,000
6,000,000
4,000,000
2,000,000
-
MIACALCIC
TOTAL NIs
FLOTAC
ANTOPRAL
HYPOTEARS
PLUS
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11. MEGR - Life Cycle Management LCM
Full details about LCMs
 Detailed information including:
• CRP, brand, pack(s), PSP, introduction month, YTD value sales.
 Selection by CRP/ brand. NOVARTIS LCM-Y06
45,000,000
6,843,000 83,200 579,200 627,300 41,841,300
40,000,000
 NI strategy assessment. 35,000,000
30,000,000 14,392,400
4,304,300
25,000,000
20,000,000
4,606,800
15,000,000
10,405,100
10,000,000
5,000,000
-
CATAFLAM
ANAFRONIL
CATAFLAM
75mg 6AMP
75mg 6AMP
FLOTAC
VOLTAREN
MIACALCIC
SIRDALUD
CH (JUL)
PLUS (SEP)
Total
50mg 20T
2MG 20T
75mg 20T
(JAN)
(FEB)
(JUL)
(APR)
(APR)
(FEB)
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12. MEGR - Price Increases PI
Full details about PIs
 Detailed information including:
• CRP, brand, pack(s), old/ new price, monthly PI sales impact.
 Selection by CRP/ brand. 6,000,000
NOVARTIS PIs -Y06
5,000,000 1,453,241 4,775,380
 NI strategy assessment. 4,000,000
3,000,000
486,931
870,923
1,964,285
2,000,000
1,000,000
-
TOTAL
CO-TAREG
TAREG
VOLTAREN
GLYVENOL
PROCTO
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13. Conclusion
Information is a competitive edge
 Local tools transfers IMS data into new information for
detailed analysis and identify untapped opportunities.
 Identification of the growth drivers for competitors is
important to follow up our performance in the market.
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14. Thank you
.
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