En new product algidex

Marketing Plan

Product: ALGIDEX
2007-2008
Moscow Representative Office

July 2007
www.jbcpl.com. © Copyright 2007 J. B. Chemicals & Pharmaceuticals Ltd . J. B. Chemicals & Pharmaceuticals Ltd.

2.Market. 2.1. State of the market: Market Overview
The volume of retail dressing market in 2006 is 112 mln.$ USA
(Source: the Centre of Marketing Research - Pharmexpert).

Wound dressings for hospital patients are sold through chemist's shops.

Market volume of surgical dressing is 5.6 mln $

The dressing market is characterized by high share of Russian products – 81% in a cost term
(90% - in natural).

Retail. The main players.
N Producer 2006 N Producer 2006
Volume, Volume,
mln $ mln $
1 VEROPHARM Russia 16,645 11 SAREPTA Ukrain 1,583
2 GYGROVATA Russia 7,324 12 FEST Russia 1,516
3 PAUL HARTMAN Germany 7,037 13 INTERTEKSTIL Russia 1,503
4 EVRES PHARM Russia 6,340 14 TORUNSKIY Russia 1,354
5 MASTER UNI Russia 4,712 15 LAUMA Russia 1,176
6 TONUS Latvia 3,310 16 VITALPHARM Russia 0,923
7 LABORATORIES URGO 2,846 17 JONSON&JONSON USA 0,839
8 NOVOSYBCHEMFARM Russia 2,553 18 3М USA 0,739
9 APPOLO Russia 2,164 19 PLASTOD 0,751
10 BETA SUN BANT 1,621 20 BIOTEKPFARM Russia 0,683


2.Market. 2.1. State of the market: Market Overview
Structure of Retail

Other
cosmetic
substance;
Surgical 14%
dressing ;
5% Plaster;
33%
Set of
dressing &
first-aid set;
5%

Gauze; 6%

Bandage;
Cotton wool; 22%
15%


1. Executive Summary (1)
The market of adhesive dressings isn’t developed.
Reasons:
- Нigh price of these dressings;
- Нigh doctors’ traditionalism to habitual methods of wound and burn treatment;
- The lack of cumulative clinical usage experience;
- Low doctors’ awareness about wound dressings;
- The absence of general treatment standards implying the usage of modern dressings;
- Hospitals aren’t ready to buy these expensive dressings.
-The lack of active promotion and wide distribution from main manufacturers:
Johnson&Johnson, Hartman, Colloplast, 3M.
- The national distributors are not the main players at the market.

The forecast of market development.
Need for effective wound healing dressings may be up to 25000 m² annually. If 1 sm² of average dressing
costs 0,04 $ USA, market turnover is evaluated up to 10 mln. $ USA annually. The markets of first-aid, of
field [sets for cars military] surgery and of dental products are out of this evaluation.
According to other evaluations the potential of Russian wound dressing market is 17 mln. $ USA. *

* Data from the investment project of wound dressing of Federal Medical Biological Agency of Russia


Situation Analysis Summary: Key Findings (1)
Modern wound dressing market isn’t developed in the RF.
Main barriers:
High cost of new dressing treatment – it’s a key point.
New wound dressing image: for doctors such dressings are “expensive and noneffective”.
Doctors don’t form demand.
Target group (doctors) differentiate various types of dressings badly (Hydrocolloids.

Hydropolimers, films (polimers) etc. ).

____________________________________________________________________________
However in different segments approaches to wound treatment by means of modern
dressings differ a little though hospitals financing is almost the same:
- Burns. Burns department doctors don’t usually want to use dressings because they aren’t
sure of their efficacy. High traditionalism to ointments and antiseptic solutions. At the same
time in this segment the right choice of the dressing is the crucial factor of treatment efficacy.
- Trophic ulcers. Suppurative department surgeons have higher loyalty to modern dressings
(as atraumatic dressing usage is one of the principles of trophic ulcers therapy). However
dressing isn’t the main therapy remedy in this case, it’s only a subsidiary along with the
systematic treatment.
Dressing may be put on the tender lists for hospitals on the basis of demand formed by
doctors and through the personal motivation of hospital chiefs, responsible for purchases.
___________________________________________________________________________


Situation Analysis Summary: Key Findings (2)

Patients as target groups –
• Badly informed about the places where it’s possible to buy it;
• Burns department patients are usually people from low social groups. They aren’t in our
target group.
• Patients with chronic wounds (trophic ulcers of different origin, including pancreatic
diabetes) may realize the necessity of treatment efficacy.

Distributors may head for some competitive products. Their mission isn’t only logistic but also
informative (putting of product information on sites; joint actions with specialized pharmacy
shops).

National distributors – supplies to net pharmacy shops.


Porter’s five forces
2.Threat of new entrants – very low.

New entrants are possible.
Entrance barriers are high.

3.Bargaining power of customers –
1. Industry structure -
very high.
4. Bargaining power of suppliers - Low hospital budget
Middle level of competition
very high Low Dr. loyalty
in technological product
because product demand is specific, Low Dr.awareness,
segment.
they participate in the market High competition from
and stimulate it. traditional dressings. Consumers - most patients
aren’t ready to pay and to use.

5. The threat of substitute products.
Low
from the point of entrance of new
methods for wound treatment.

The highest influential forces are from hospitals (don’t buy an expensive dressing), doctors ( as
demand generators) and patients.

Critical success factors
- To form demand through doctors’ and hospital chiefs’ positive opinion to the trade
name.

- Suggestion of package: film, Gel, Sponge

- To enlist the support from key OL.

- To include the product into the pricelists of the leading medical goods distributors.

- To use the given resource - national distributors.

- Large scientific centers, commercial hospitals and departmental clinics should be in
priority during the first year of promotion.

- To enter supply programs for military medicine and accident medicine.

- Positioning – priority segment is the one with patients having trophic ulcers, because
entrance barriers are lower (treatment standards, high incidence rate, high relapse
frequency), largest segments

- Target groups shouldn’t associate Algidex with one of many other representatives of
modern dressings. There should be strict trade name differentiation on the basis of
actions uniqueness.

- Patients with trophic ulcers are one of the main target groups.

Product Profile
ALGIDEX Film, Gel Sponge
Clinical profile
Chronic wounds – incidence rate. Trophic ulcers, ischemic ulcers, diabetic foot and pressure
ulcers are great socio-economic problem.

ALGIDEX cathguard
Clinical profile
Problem importance. Inner hospital infection growth. In the structure of inner hospital infections
there are 17% of post injectional infections. Because of more frequent intravascular procedures,
prosthetic valve usage, intravenous catheters for outpatient infusions etc., there increases the
risk of S. aureus infection, including MRSA – strains. Statistics shows that the number of aerobic
gram-positive coccus (S. aureus, streptococcus, enterococcus) among inner hospital infections
has increased from 30% to 60-70%.
There were 27000 officially registered cases of inner hospital infections in 2005. However this
criterion wasn’t taken by the government as significant. Samplings, hold in different parts of this
country, show considerable spread of inner hospital infections (6-8%) from the number of
people registered in hospital.

The number of inner hospital infections in Russia increased from 2mln. up to 2.5 mln. last year!
In the structure of inner hospital infections there are 17% of post injectional infections. (425 000
patients).


4. Segmentation. Morbidity.
Source:Goskomstat RF. The Federal scientific-practical center of medical-social examination and rehabilitation. RMAPO, Moscow

ALGIDEX ALGIDEX cathguard
Тrophic ulcer Pressure Burn ( I-II) Preventive
ulcer donor sites measures of
Superficial infection.
wounds, Acceleration of
lacerations, processes of
cuts, healing of wounds.
grazes

Chronic venous Chronic Diabetes I Diabetes II 15-20% of in general
insufficiency - arteriosclerosis type type hospital structure of
obliteranspancr (Patients patient traumatism
eatic age 70-75) burns are
syndrome 4% of all
"diabetic victim
foot "
5,6%

2 % of able- 4-5 % of 3% among 15% 5,6% from
bodied elderly age diseases of numbers
citizens circulation of the patients with
blood Diabetes II
type

746 980 833 600 680 000 40 000 140 000 31 000 000 500 000 (all) 2500000


Retail Price,$


Our Price suggestion ($)
Size № Price CIP
(Retail),$ (Moscow),$

Algidex film 5x5 1 2,80 1,84
10x10 1 5,10 3,34
10x20 1 11,20 7,34
20x20 1 15,00 9,84
Algidex 5x5 1 2,85 1,87
sponge
10x10 1 5,20 3,41
10x20 1 11,50 7,54
20x20 1 16,00 10,49
Algidex Gel 10g 1 6,50 4,26

Algidex 2,5sm 1 1,50 0,98
cathguard

www.jbcpl.com. © Copyright 2007 J. B. Chemicals & Pharmaceuticals Ltd. J. B. Chemicals & Pharmaceuticals Ltd.

SWOT Analysis


Strategic Options (1)
Strategic Options Patient Ability to Tactics Options Tactics Options Tactics Objectives
potential influence Options

Persuasion / forming High Medium New methods Research Mailing, 1/ Increase perceived
of positive opinion education pharmaceutical visits FF. value.
about modern wound (Department of and economic
dressings through doctors’ efficacy of
2/ Demand forming of
giving information experience Algidex in wound dressing usage in
about product to the improvement) OL. comparison with hospital segment.
burn department Departments traditional 3/ Initiation of purchases
surgeons. where doctors dressings and 4/ Recommendations to
can broaden their competitive
knowledge on the wound dressings.
patients with information
topic. about the sales places.

Creation of High High Mailing – wide Actions «doctor- Research 1/ Increase perceived
awareness about coverage of target chemist’s- efficacy of value.
trade name Algidex. groups, visits FF manufacturer- Algidex –
Giving information patient» Product
2/ Demand forming of
about product to the approbatio wound dressing usage in
suppurative n hospital segment.
department 3/ Initiation of purchases
surgeons. 4/ Recommendations to
patients with information
about the sales places.
5/ Monitoring over sales
channels


Strategic Options Patient Ability to Tactics Options Tactics Options Tactics Objectives
potential influence Options

Creation of awareness Medium Medium Mailing, visits Actions «doctor- 1/ Demand forming of
about trade name FF chemist’s- wound dressing usage
Algidex. manufacturer- 2/ Recommendations to
Giving information patient» patients with information
about product to the about the sales places)
Polyclinics
Surgeons
Patients. Creation of High High Media Advertising through Patient`s 1/ increase number patients
awareness about (Medical Pharmacy Shops educational seeking Dr advice.
trade name Algidex. television literature 2/ patients will know where
Persuasion / forming programs) to buy Algidex.
of positive opinion
about usage benefits .
Motivation of High High visits FF - Direct investments Purchases
hospitals chiefs, Information
Chief medical about product
officer, Deputy of benefits
Chief medical
officer, responsible
for purchasing.
Image differentiation High High Research and 1/ Increase perceived
Algidex approbation aims value.
2/ Decrease influence of
competitors.
Tender High High Giving Direct investments Assured sales channel –
market entrance information additional sale sours for
including accident about usage Unique.
and military medicines benefits .


ALGIDEX cathguard
Strategic Options Patient Ability to Tactics Options Tactics Options Objectives
potential influence

Motivation and Giving High High Mailing, visits FF Direct investments Initiation of purchases
information about
product to Hospital of
Chief medical officer,
deputy of Chief
medical officer,
(Departments:
Oncology - long
infusions (long
anesthesia),
resuscitation
department and
intensive [critical]
care, cardiosurgery


Оbjectives

To enter market and to reach sales
level $204 000 due to 14.5 % of the
market coverage.


Positioning and Branding
Positioning statement Algidex – ergonomic, polyfunctioning wound dressing for exudative and
dry wounds, owing to unique technology of ionic silver and calcium
complex in alginate and maltodextrene matrix, giving optimal moist
environment, excellent exudative management and complex effect
on hemostasis processes, proliferation and granulation and
antimicrobial action.
USP1 Algidex - Unique polyfunctioning dressing for ergonomic wound healing

USP2 Algidex allows to retain most part of the tissues around the wound for
the following plastic wound closing.
USP3 Algidex can be used in some functionally “inconvenient areas” where
there is limited plasticcapacity by means of the local tissues. (head,
hand, foot and the areas of extremity joints )

Brand promotion

Key promotion Algidex provides effective treatment long nonhealing wounds
messages owing to unique technology and polyfunctional influence on
processes of healing of wounds.


Positioning and Branding

ALGIDEX cathguard
Positioning statement Algidex – Ideal dressing for intravenous catheters, owing to unique
technology of ionic silver and calcium complex in alginate and
maltodextrene matrix, for effective protection and prevention of catheter
related infections.

USP
Algidex is a polyurethane absorbent sponge wound dressing, with an layer
of gel, with active silver ions (destroy microorganisms) and alginate
(algae wicks away moisture from the site, inhibiting development of
microorganisms). Together, they deliver a sustained release of
antimicrobial activity for up to seven days.

Algidex is an ideal barrier and protective dressing for intravenous catheters,
tube sites or external fixator pin sites..

Key Message:
Reduction of patients’ number with inner
hospital infection and the number of days in
hospital

Field Force Objectives and Requirements

Target Customer Group Reach (Coverage.% ) Frequency
( visit per year)
Surgeon (62301) 1,5 % 12 000

Polyclinics Surgeons (21254) 10 % 20 000

Hospitals chiefs, Chief medical 3% 1 500
officer, Deputy of Chief medical
officer, responsible for purchasing
(10704)

Chemist's shops 5200

Total 33 500 (25 %)


Field Force Objectives and Requirements

33500 visits are 25 % from all MedRep`s visits of Rx
department (50 MR). The given quantity of visits is necessary
to achieve our purposes.

At present 5 products are promoted actively.
Two new products are also expected: Metrogil Plus and Panum.

We believe that for increasing promotion efficiency of Algidex it
is necessary to increase the staff up to 84 person.
In this case the share of visits will make 15 %.

It would be expedient to increase the staff by 1q.2008 after the
scientific base of Algidex promotion is ready and when
agreement OL for cooperation in Moscow and regions
received.


Structure of Strategic Actions
Phase 1

Phase 2

Phase 3


Structure of Strategic Actions

We are approbate, hold post registration researches in two large centers in
Moscow. Then we work with regional OL in 7 places: Moscow, Saint-
Petersburg, Kursk, Novosibirsk, Nizhni Novgorod, Rostov-on-Don, Perm.
It is the 1st phase of Algidex promotion.

The 2 st phase includes large-scale activity both through regional OL
(lecturing, publication) and through the field-force (sampling). The goal is to reach
the synergistic effect on the doctors who must:
а/ recommend their patients to buy Algidex for their own money (both in hospitals
and policlinics because it is a long period process for the hospitals to decide if it is
necessary to buy these dressings)
b/ make a declaration to a Chief medical officer (initialization of purchases) thus it is
very important not only to inform a doctor about Algidex, but also provide a doctor
an opportunity to use it (samplings) and also provide a doctor with the information
where a patient can buy our product. (Hartman company spreads not only
information posters but also leaflets with pharmacy shops addresses.
The work must start with large commercial medicine centers and departmental
clinics which have large budgets and which have already been buying expensive
dressings.


Budget, $
Actions Budget $
Clinical approbations 30000

Sampling 25000

Work with ОL 30000

Promotional material 70000

Publications 70000

Mailing 10000

Reports at conferences 10000

Visits FF (doctors) 30000

Work with consumers 30000

Direct investments (Нospitals chiefs, responsible for purchasing) 30000

Visits FF (chemist's shop) 10000

Work with distributor 5000

320 000


Sales Forecast
Size № Price CIP Quantity Volume,$
(Retail), (Moscow),
$ $ (3q 2007- (3q 2008- (3q 2009- (3q 2007- (3q 2008- (3q 2009-
2q 2008) 2q 2009) 2q 2010) 2q 2008) 2q 2009) 2q 2010)

Algidex 5x5 1 2,80 1,84 3 000 5 000 10 000 5 520 9 200 18 400
film 10x10 1 5,10 3,34 15 000 55 000 90 600 50 100 183 700 302 604
10x20 1 11,20 7,34 2 000 14 680
20x20 1 15,00 9,84 500 4 920
Algidex 5x5 1 2,85 1,87 1 000 2 000 4 000 1 870 3 740 7 480
sponge
10x10 1 5,20 3,41 3 000 16 000 40 000 10 230 54 560 136 400
10x20 1 11,50 7,54 2 000 15 080
20x20 1 16,00 10,49 500 5 245
Algidex 10g 1 6,50 4,26 9 000 15 000 30 000 38 340 63 900 127 800
Gel
Algidex 2,5sm 1 1,50 0,98 100 000 200 000 350 000 98 000 196 000 343 000
cathguard
204 060 511 100 975 609


Appendix


1. Product Profile

1.1 The place of ALGIDEX in
wound therapy.


Stages of development of treatment of wounds
(time of the first appearance of scientific publications;
research MEDLINE)
3 0 ,0 0

4
С Skin substitutes

2 0 ,0 0

3
Foams/
Hydropolymers Hydrocolloids
В Alginates
Moist saline
gauze
1 0 ,0 0

1
А
2

0 ,0 0

1965 1970 1975 1980 1985 1990 1995 2000

1. Ointment A - The improved treatment outcome (efficiency)
2. Gauze bandages В - Progressive wound treatment
3. A principle of damp treatment С - The traditional method of treatment
www.jbcpl.com. ©wound2007 J. B. Chemicals & Pharmaceuticals Ltd .
4. Active Copyright therapy. J. B. Chemicals & Pharmaceuticals Ltd.

Modern wound dressing requirements Algidex
- High absorption action of wound exudation +

- Irreversible removal of detritus, microbial particles and excess +
exudation
- Defense from wound dry out +

- Sufficient permeability for gases (oxygen, carbonic acid) to +
stimulate reparative processes in the wound
- Wound defense from mechanical effect, chemical irritation and +
secondary infection
- Shouldn’t disturb blood circulation and oxygenation of wound +
edges
- Absence of adhesive features +

- To be convenient for patients, to make optimal micro +
environment for wound healing
- Absence of pyrogenic, antigenic and toxic effect +

- Absence of local irritative and allergic effect; +


The criteria of dressing choice depending on wound process phase

Phase Therapy aim Dressing requirements Dressing
Inflammation phase 5- 1/ wound cleansing. 1/ high absorption force of wound Algideх
7 days Necrotic tissues and foreign bodies exudation;
removal, reduction of microbial 2/ irreversible removal of detritus,
contamination, lessening of autolytic microbial particles and excess
enzyme level in the wound. exudation
2/ fight against infection,
3/ adequate drainage, wound
cleansing acceleration
4/ reduction of systemic
manifestations of inflammatory
reaction.
Regeneration phase or 1/ fight against infection, 1/dressings, preventing from dry out Algideх
proliferation 2-4 weeks as well as from excess moisture;
2/ granulation tissue defense 2/ wound defense from mechanical
effect and secondary infection;
3/ reparation process stimulation, 3/absence of adhesion
moisture conditions.
4/stimulation of reparative
processes.
Epithelization and 1/ epithelium growth acceleration, 1/keeping the wound in mildly moist Algideх
remodeling/ conditions;
resimulation phase
2/ wound defense from injuries 2/ defense from traumatism.

3/ mildly moist environment.


The criteria of dressing choice depending on wound types
Positioning of different wound dressing types

Hydrogels (Nu gel) and advanced hydropolymers (Tielle) try to take up the niche of «heavy and moderate exudative wounds» -
alginate niche and one of the main niches - Algidex.
In contrast to other alginate products Algidex can be used for dry wound treatment.

Modern wound dressing vs traditional means.

Traditional means are less effective, safe and convenient
- High adhesiveness. Algesias, tissue traumatism, adequate wound drainage disturbance at the moment of dressing
change;
- Bandage usage - probability of secondary infection and slow wound healing;
- No required features combination necessary for wound dressings;
- Sorbent action isn’t evident. The principle of wound moisture doesn’t work.

Representatives Basic feature
antibacterial absorption abstersion of regenerative
ulcer ability
Solution antiseptics
3% hydrogen peroxide potassium permanganate,
dioxidine, miramistine, chlorhexidine, 0,25% + - - -
solution argentic nitrate
Ointment:
Unidirectional action: Bactroban, Baneomicine
+ - - -
Hydrophilic: Levocine, Levomecol
+ + - -
Proteolytic enzymes:
Сrystalline -Collagenase,Tripsine,Chemotrypsin
- - + -
Ointmen: Iruxol (Pliva)
- - + +
Нyaluronic acid:
Zinc hyaluronate- Curiosine (Gedeon Richter)
+ - + +

1.2 Forms

ALGIDEX Gel
ALGIDEX Film
ALGIDEX Sponge


Brand history –
The holder of marketing licence Algidex® - ADRI company, only 3
companies (De Royal, B.Braun and Viridis) have manufacturing license.
Content

Algidex Gel Algidex Tull Algidex Sponge

1 g of gel contains: Sterile dressing consisting of 2 Film made of silver alginate
Silver alginate and calcium alginate complex layers and calcium alginate
(polysorbat 80, silver-calcium alginate, - Sterile polyurethane sponge complex in maltodextrine
carboxymethylcellulose, calcium gluconate, - Film made of silver alginate matrix
sodium bicarbonate, hydrochlorous acid). .125 mg and calcium alginate complex in Waterproof bag made of
Maltodextrine ………………….. 20 mg maltodextrine matrix. polythene/aluminum foil
Propilenglicol ………… ……..... 35 mg Waterproof bag made of Size (cm): 5х5; 10х10;
Glicerol ………………… … . . 75 mg polythene/aluminum foil 20х10; 20х20
Water ………………… …… …745mg Size (cm): 5х5; 10х10; 20х10;
20х20


Indications
Management of infected and uninfected wounds including skin
ulceration (e.g. trophic [venous stasis] ulcers on legs,pressure ulcers),
diabetic ulcers, wounds, subcutaneous wounds, avulsed [lacerated]
wounds, cuts, abrasions, donor areas and second-degree burns.
Unique Algidex matrix content allows to use it on dry, moist and wet
wounds.

Algidex is used for wound effluent healing including:
• Pressure ulcers;
• Venous ulcers (Trophic ulcers of venous origin);
• Traumatic skin injuries;
• Second-degree burns;
• Donor areas.


Clinical profile.
Chronic wounds – incidence rate. Trophic ulcers, ischemic
ulcers, diabetic foot and pressure ulcers are great socio-
economic problem.
Algidex ® presents ionized silver and calcium alginate on maltodextrine matrix.

- Owing to the unique technology and slowly released silver ions Algidex ® has massive prolonged
antibacterial action against wound pathogenic microorganisms, including those which are stable to methicillin
strain . Staphylococcus aureus (MRSA), Staphylococcus aureus, Pseudomonas aeruginosa, E.coli, and
prevents from foreign bacterial contamination.
- Algidex ® absorbs wound exudation, cleanses the wound from contaminants, reduces wound odor and
creates moist environment which helps wound healing.
- Owing to maltodextrine Algidex ® activates the functions of granulation tissue forming by means of
organism own cells.
Algidex ® Algidex ® Algidex ®
- Owing to calcium alginate Algidex ® makes cellular proliferation possible and activates hemostasis.
- Owing to adhesive water molecules Algidex ® doesn’t dry out makes dressing wearing comfortable,
makes its usage efficient on dry wounds.
Wearing period of 1 dressing is up to 7 days.

Contrandications:
Algidex should not be used for the treatment of the following:
Third- degree burns
Ulcers resulting from infections
Lesions associated with active vasculitis
Patients with hypersensitization to alginates or other gel components

Product benefits (1)



Algidex Gel

Algidex Film

Algidex Sponge


Algidex advantages over main representatives of modern wound dressings.

Nu Gel Johnson& Johnson (Hydrogel with alginates) Algidex gel
Content: water (70%) , alginat - 70% Water - 75% (more water)

No silver – no antiseptic action antiseptic action
Wounds with dry or mild necrosis granulation and/ or epithelization wounds. + exudative wounds

Dressing wearing period with gel - 24-72h. Up to 7 days – more economical

Absorption effect should be studied and then compared.

Нydropolymers: TIELLE Jonson&Jonson Algidex Tull
TIELLE Plus Johnson&Johnson

No Са and maltodextrine – no effect on hemostasis , cellular proliferation and More ergonomic. Higher efficacy –
granulation actions by means of organism own cells. No antimicrobial polyfunctioning features are
components. wider.
Antibacterial effect, hemostasis ,
proliferation and granulation
effect

Silversel (Johnson&Johnson) hydroalginat+carboxymethilcellulosa,Ag Algidex film
no Са and maltodextrine – no effect on hemostasis , cellular proliferation and More ergonomic. Higher efficacy –
granulation actions by means of organism own cells. polyfunctioning features are wider.
Active on dry wounds.

Infected wounds with evident exudation
Silver in dressings needs moist environment to change its state into ionic –
active only on moist wounds.


ALGIDEX cathguard
Indications
Wound surface managementи and wound healing activation.
Clinical profile
Problem importance. Inner hospital infection growth. In the structure of inner hospital
infections there are 17% of post injectional infections. Because of more frequent
intravascular procedures, prosthetic valve usage, intravenous catheters for outpatient
infusions etc., there increases the risk of S. aureus infection, including MRSA – strains.
Statistics shows that the number of aerobic gram-positive coccus (S. aureus,
streptococcus, enterococcus) among inner hospital infections has increased from 30%
to 60-70%.
There were 27000 officially registered cases of inner hospital infections in 2005.
However this criterion wasn’t taken by the government as significant. Samplings, hold in
different parts of this country, show considerable spread of inner hospital infections (6-
8%) from the number of people registered in hospital.

The number of inner hospital infections in Russia increased from 2mln. up to 2.5 mln.
last year! In the structure of inner hospital infections there are 17% of post injectional
infections. (425 000 patients).


ALGIDEX cathguard
Features Advantages Benefits
Dressing form and ionic Bacterial barrier prevents from Reduction of patients’ number with
silver infection appearing and inner hospital infection and the
developing when intravenous number of days in hospital.
catheters, tube sites or external Efficiency.
fixator pin sites are used.
Silver ions Antibacterial action against a
broad spectrum of wound
pathogens including those which Efficacy
are stable to methicillin strain .
Staphylococcus aureus (MRSA),
Prevents from infection throuth the
Staphylococcus aureus,
catheter. Safety.
Pseudomonas aeruginosa, E.coli,
and prevents from foreign
bacterial contamination.
Unique silver alginate and Antimicrobial action up to seven Conveniences.
calcium alginate complex in days.
maltodextrine matrix
Form. It has an ideal cut No preparations before usage Conveniences.
Calcium alginate in Algidex Actives wound healing when Efficacy
content infected with catheter.


2.Analysis of environment

Social and political factors -
1. Incidence rate of trophic ulcers on the basis of chronic venous insufficiency and pancreatic
[insular] diabetes. Chronic wounds are a big problem for public health service both from the
economic aspect and from the aspect of medical staff time spending.
2. Up to now all over the world there is no perfect aid to the patients with diabetic foot syndrome. At
least 47% of the sick start treatment later than necessary. The results are extremity amputation,
which increases patients’ death rate twice as much and further treatment cost three times as much.
The improvement of diagnostic policy, medical examination, patients’ treatment reduces the number
of amputations by 43-85%.
3. Incidence rate of inner hospital infections in Russia is more than 22% including postinjection
infections. The government is worried about the situation based on statistics and on incidence rate of
inner hospital infections. Because of it state control is intensified – through the Federal Inspection
Service in the sphere of protection of consumers and people well-being to keep disinfection norms
and to increase efficacy of inner hospital infection prophylaxis measures.
Economic factors – Hospitals have low budgets and can’t buy expensive dressings on continuing
basis. The dressing isn’t on the list for those who suffer from pancreatic diabetes


2.Threat of new entrants – very low.

New entrants are possible.
Entrance barriers are high.

3.Bargaining power of customers –
1. Industry structure - very high.
Low hospital budget
4. Bargaining power of suppliers - Middle level of competition Low Dr. loyalty
very high in technological product Low Dr.awareness,
because product demand is specific, segment.
they participate in the market High competition from Consumers - most patients
and stimulate it. traditional dressings. aren’t ready to pay and to use.

5. The threat of substitute products.
Low
from the point of entrance of new
methods for wound treatment.

The highest influential forces are from hospitals (don’t buy an expensive dressing), doctors ( as
demand generators) and patients.

1/ Industry structure:

Number and strength of competitors:
Morden wound dressing segment. Market volume is estimated about 6 mln. $. As predicted, by 2010 it
may become 10-15 mln.$.
The leaders are such companies as Paul Нartman, Johnson&Johnson, Lohmann Rausher, Unomedical
(UK). Laboratoires Urgo, 3М. Company Collopast does’t have any significant positions at Russian market.
There are some indirect proposals to promote company’s activity in Russia. Competitive level may be
estimated as medium.
Paul Нartman, Johnson&Johnson, Lohmann Rausher offer different dressing types. Each dressing has
its own prescription on what stage of wound process it should be used. It’s recommended to use them
one after another on different stages of wound process.
Russian companies at the market of highly effective wound dressings aren’t the main ones.
SimiIarity of products. Making it simple and easy for consumers to switch from one brand to another.
These are the so called traditional remedies for wound treatment: antiseptic solutions and ointments.
These are the main remedies doctors use to treat chronic wounds and burns. The main advantage is their
low price.
Price policy
Products are differentiated and there are no many supplies. Johnson&Johnson offers the highest prices.
Manufacturers head for the strategy of ”high price” or “premium extra charge”.
Promotion.
Work with КOL – to educate doctors how to use modern wound dressings.
Publications in medical magazines.
Visits to target groups. Aim – to persuade doctor to give a patient recommendations to buy the dressing
for patient’s money.
Manufacturer gives doctors and consumers the information where the dressing can be bought.
Joint actions of manufacturers and specialized chemist’s.
Information for patients.
Specialized sites (diabetic foot)
The net commercial representatives (Johnson&Johnson)

Bargaining power of customers

Target groups.

Doctors – no wound treatment standards (burn) , high traditionalism to ointments and antiseptic
solutions. Assurance in high efficacy of these remedies and consequently inexpediency of
expensive wound dressing usage. Little experience of new wound dressing usage - Main
influential group.

Opinion Leaders – education and advocacy of new treatment methods. This is the main
influential group.

Final consumers – majority heads for product price and is ready to buy traditional remedies to the
prejudice of treatment quality.


Bargaining power of customers
Hospitals
Purchases Is realized within tender programs through the responsible supplier in the region (it’s a Central
chemist’s store). To include the product into the tender it’s necessary to make requests from hospitals;
- local or federal tenders;
- according to quotations -(requests through the Internet). Hospitals can buy the necessary remedies
and medical goods to the sum of 9.6 thousand $ monthly;
- to the sum of $2000 hospital can buy goods beyond tender limits.

Departmentalе and private institutions.

Committees of public health services in Moscow, Moscow region and other Russian regions –
social aid programs for the old and people suffering from pancreatic diabetes.

Accident medicine (Ministry of emergency situations) – has its own budget on remedies and medical
goods.

Retail Specialized chemist’s shops (Set`nol`tri), net chemist’s shops,
Internet chemist’s.
Chemist’s shops - In chemist’s the range of dressings should be constant and necessary, but by no
means leading. That’s why chemist’s necessity to renew the range of dressings depends on consumers’
groups and on mean income of population living in this region.

Frequent consumers - the majority isn’t ready to pay for the treatment.


Bargaining power of suppliers
Distributors.
Protek and SIA are not wound dressing suppliers.

Main players are specialized regional companies which deliver medical facilities and goods.

«Medicina Al`ba», «Aconit», «Accept Plus», «Intermed», “Beromed", “Del`rus, as well as
«Shreya» «Moron»

And official manufacturers’ distributors.

Threat of new entrants
There are Russian developments of wound dressings ( «Polypherm»)
The manufacturers are ready to offer dressings at low price. However these productions are a
“secondary” business or held on the basis of research institute and need the investment of capital.
No resources for their product promotion. Entrance barriers are high.


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