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.
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PHARMA Market Elements of Growth (MEGR)
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
2 | Market Elements of GRowth (MEGR) |
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
3 | Market Elements of GRowth (MEGR) |
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.
4 | Market Elements of GRowth (MEGR) |
5. IMS Market elements of growth
Limited analytical capabilities
IMS produce ‘Market Elements of growth = 5000 US$ per
issue, difficult to analyze.
5 | Market Elements of GRowth (MEGR) |
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”
6 | Market Elements of GRowth (MEGR) |
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.
7 | Market Elements of GRowth (MEGR) |
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
8 | Market Elements of GRowth (MEGR) |
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%
9 | Market Elements of GRowth (MEGR) |
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
10 | Market Elements of GRowth (MEGR) |
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)
11 | Market Elements of GRowth (MEGR) |
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
12 | Market Elements of GRowth (MEGR) |
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.
13 | Market Elements of GRowth (MEGR) |
14. Thank you
.
14 | Market Elements of GRowth (MEGR) |