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case study (1).pptx

  1. 1. Antihypertensive Case Study SHIMAA EL-SHEWY
  2. 2. Situational Analysis • Re-launch of an older &unique antihypertensive drug like alpha_beta bloker against newer drugs which have an additional cardiovascular benefits. • Our drug was not widely used ,even when it was first launched in the market. • Our drug (alpha_beta bloker) has exclusive receptors action for antihypertensive with action on both alpha_beta receptors . • The best way to promote it to the HCPs is to create a visual patient profile depending on a value creation based on the old drug unique characteristics.
  3. 3. Patient profile creation • The niche patient population targeted based on the criteria found in our drug through : 1) Creating the exclusive value (It has exclusive receptors action on both alpha-beta receptors) to position it against new drugs. 2) Affordable cost (due to it is an old drug ) . 3) Availability ( Better availability due to its old existence ). 4) Tender business (bulk contracts with governmental institutions ) will remain the growth of our drug in the future.
  4. 4. Targeted niche segment • Visual patient profile : • 1-Put the patient type in front of the HCPs through the following criteria : -The old hypertensive patient which need a trusted product with less side effects & affordable price due to their low economic state & ease of reach to the products due to movement issues. • Establishment of value proposition of the patient profile with the exclusive value of our drug & the treatment results of it ,As well as its other benefits in the HCPs mindset..
  5. 5. Sales process management • 1-prospecting:searching for the previously prescribers KOLs, the price oriented HCPs, contacts HCPs. • 2-Connection: starting visits & identifying their needs. • 3-conversation : offering benefits, handling objections, gaining feedback. • 4-Availability: ensuring drug availability. • 5-sales calls closing with commitment & preparing the future follow up with the customers. • 6-Repeat the process to get the results.
  6. 6. THANKS

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