1. Esomeprazole®
The most advanced PPI for acid regulation

2. summery :
• Market Overview
• Targeting and positioning
• Prelaunch plan
• Esomeprazole 5c’s insights
• Direct to customer annual plan
• Direct to consumer annual plan
• Gantt expenditure
• Simple campaigns ideas

4. MARKET OVERVIEW
Market size (YTD10/2011):
• 11,839,661 (Units)
• 345,790,950 (Value)
Market growth (YTD 10/2011):
• 15.1% (Units)
• 12.6% (Value)
Market share (YTD 10/2011):
• 0.9% (Units)
• 2.2 %(Value)

5. competitor situation:
• Napizole : 1200 k
• Omez : 1200 k
Ome • Omepak : 800k
• Pepzol : 700 k
PPI Panto • Controloc :
900k
market
Rabe • Pariet: 400k
Nexium (only direct competitor) : 300 k , with PPG% -5

6. • LAUNCH EXECUTION STRATEGY
• Target segment: IM/ GP/ GIT & Pharmacists.
• Target customer: Patients with dyspepsia , GERD , PUD , gastritis

7. POSITIONING MESSAGES PLAN
‘’1st
choice’’
Most
Once
advanced
daily
• Hammering strategy: PPI Positioning
Message
plan
• 5-6 Sequential visits/Dr.
• Message related gimmicks,
leave-behinds.
• Identical messages for all team
Higher Safest
, am , pm ,pharmacies bioavailability
promotional tool .

8. • Prelaunch plan
• One---week Surveys
• Ppi usage? which? why? better if? price sensitivity? cost-benefit
concept? which cases? Competitor perception?
Nexium problems?
• 600 IM , grade ‘A’ physicians (30 / mr x 20) sample
• 5-minutes paper-less questioner + pharmacies feedback
• S.W.O.T ANALYSIS:
• Rx weight (ims)
• Pharmacies: availability, shelf stock (good mirror for its market share)
• Tenders

9. • Product plan outlines:
• Annual (4 differentiating positioning msg)
• Branding , competitor management campaigns
• Vertical marketing at first quarter
• Tenders (acc. To price range)
• Otc market
• Niche marketing (CAMPAS, research based)

10. ESOMEPRAZOLE 5 C’S INSIGHTS
Customer Consumer Competition Compound Channels
• Physicians & • Targeted to • Focus on S-enatiomer • Distributors play a
pharmacists are special class , tenders (price major role in the
• Most advanced
overcrowded by special cases range- KOL) availability at all
the large no. of because of its • Safe pharmacies.
GIT drugs price.
• Weekly
feedback • Higher • Shortage can
different affect sales
formulas & • There are some collection availability
negatively.
different prices. old established • SOV / MS to be • Slower cl.
• Physicians know brands which measured each • Bonus strategy
the importance stick to the quarter , then • Tele-sales
PPI patients mind. monthly 2013 rewarding system
• MR have to focus
on pharmacies • Positioning at • MR rewarding
systems (AVI
concurrently Chronic patient success , sustainable
with launch. mind that materials) to ensure
higher price material
implementations
product is a
miracle.

11. • Direct to customer tactics:
• Message related gimmicks (e.g. Tied Stomach – shaped air freshner)
• Ph measure
• Events : Group meetings, round tables
• KOL conference or testimonials
• Crm program
• Stealth competition management
• FDA approved badge (on promotional tools)
• 3d demo (how esomeprazole is the best)
• 20-80 rule
• VIP visits
• sponsoring VIP customers post--marketing study

12. • Direct to customer tactics : cont .
• Am tools:
• Monthly meetings
• Team campaigns
• Insurance companies physicians
• Pharmacies tools:
• Strips card package (otc purpose)
• Bonus plan
• Our products stand

13. • Direct to consumer tactics
• Seasonal campaigns
• Field training :
• patients awareness group meeting in slang language (no
broker – real feedback)
• Cd’s in clinic’s waiting rooms
• Awareness materials
• You tube classy real situations ads
• Market development:
• Different indications package (dosage form if applicable) –
heart burn (chewable), vomiting (flavored)- flatulence
(eff.granules)

14. GANTT EXPENDITURE
• Calculated on average 40 MR.
• Unknown product price , Marketing budget.

15. SIMPLE CAMPAIGNS IDEAS

32. THANK YOU !