Business Analysis Presentation at MEDICA 2010 for h pylori marketplace

1. Business Plan Presentation
MEDICA 2010
MEDEVIEN SA Konstantine Haralampopoulos November 2010

2. Market Research for..
 Healthcare Products
– H.Pylori
– PSA

3. Helicobacter pylori
General Information: H.pylori causes conditions such as gastritis and
ulcers in human beings. There is no immunisation for this type of bacterial
infection and infection occurs as well in adults as in childs; however by
suitable medication with antibiotics the bacterium can be killed. An
infection with H.pylori also increases the chances of getting stomach
cancer considerably
National Infection rate: 50% of healthy adults affected – one in
two people. The majority undiagnosed
Potential Patients in Greece: 3.500.000 in Total Population
Current Diagnostic pathway:
 Laboratory examinations only available
o biopsy via gastroscopy
o breath test
o blood and fecal examination for Antibody tracing (rarely)

4. Current Diagnostic pathway
 Laboratory examinations only available
o biopsy via gastroscopy
o breath test
o blood and fecal examination for Antibody tracing (rarely)
o Blood testing cost up to 30€ per examination in private labs

5. The Self-Diagnostic device
• Stomach Ulcer Prevention
test
– the innovative self-testing
solution
– Simple, quick and painless
– A new essential addition into
the current diagnostic
pathway
– Accuracy rates comparable to
all laboratory examination
approaches

6. Stomach Ulcer self test
Positives Negatives
• First self-testing product in • Previous infection with
the Greek market H.pylori can give a faulty
• High Accuracy positive result
• Easy to use • Low awareness on H.pylori
• bacteria
High market potential
• Currently Immature market
• Lack of direct competition
in regards to self diagnosis
• Possible conflict with
Private Laboratories

7. H. Pylori - Target Audience
 Public 30+ years old, all socio-economic classes,
throughout Greece.
 Selling/Purchasing Points  Pharmacies
 Doctors  Pathologists, General Practitioners,
Gastroenterologists

8. Strategic Plan
Objectives Strategies Tactics
Design leaflets
-Stomach Ulcer information
leaflets for public
 Grow the market Create Awareness - Product leaflets for selling
points and HP
 Establish the Promote product’s accuracy
Sales & Promotional data and unique technical
product Activities specifications in HPs
Product’s introduction &
detailing in Pharmacies and
 Gain Medical
Activate Consumer targeted doctors
Community’s dynamics Media-advertising campaign
referrals Publicity in Professional
magazines
Exhibit in Medical Congress

9. Prostate Cancer
Infection rate: It is the most frequent malignancy for men above 45 years old. In
Europe 7% of the total male population will develop the disease.
Potential Market in Greece: 2.500.000 in Total Male Population
Current Diagnostic pathway:
o Clinical examination & DRE
o PSA (Cost per examination 80€-102€ in Private labs)
o Regular level below 4 ng/mL
o Suspicious level 4-10 ng/mL
o Dangerous level above 10 ng/mL
o Sonografy
o Biopsy

10. The Self-Diagnostic device
• PSA self-test
– the new self-testing solution
– Simple, quick and reliable
– Qualitative results
– 1st step for PSA identification

11. PSA self-test
Positives Negatives
• First self-testing product in • Immature market in regards to
the Greek market self diagnosis
• Not a complete examination with
• High Accuracy specific quantitative results
• Easy to use • A further PSA lab examination is
• Time saving required in case of a positive
result
• Lack of direct competition • Its reliability might be
questioned

12. PSA - Target Audience
 Male Public 45+ years old, all socio-economic classes,
throughout Greece.
 Selling/Purchasing Points  Pharmacies
 Doctors  Urologists, General Practitioners.

13. Strategic Plan
Objectives Strategies Tactics
Design leaflets
 Penetrate the Sales & Promotional - Product leaflets for selling
market Activities points and HPs
Promote product’s value &
convenience
 Establish the self
Activate Consumer Product’s introduction &
diagnostic solution dynamics detailing in Pharmacies and
targeted doctors
 Gain Medical Publicity in Professional
magazines
Community’s
Dynamic Media campaign
referrals
Exhibit in the National
Urological congres

14. Healthcare products
Rolling forecast in # of eaches
Month Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec YE
Year
Type Fcast Fcast Fcast Fcast Fcast Fcast Fcast Fcast Fcast Fcast Fcast Fcast
Total Fcast
PSA 1000 1.000 1.500 2.000 3.000 3.000 2.000 1.000 2.500 3.500 3.500 2.500 26.500
2011
H.pylori 500 750 1.000 1.000 500 1.000 1.500 2.000 1.500 9.750
PSA 3.000 3.500 4.000 4.000 5.000 5.000 3.000 2.000 3.000 4.500 5.000 4.000 46.000
2012
H.pylori 2.000 2.000 3.000 3.000 3.500 3.500 3.000 2.000 3.000 3.500 4.000 3.000 35.500
Depending on our Strategic Planning impact, forecast can
be revised upwards within Q2 2010

15. Thank you!