Understanding the perception of Pan among doctors

1. Brand
Dissertation on
Pan
Presented by- Dhaval Waghela
2nd year Pharmaceutical Management

2. Flow of Presentation
Brand Facts
Research Objective
Research Findings
SWOT Analysis
Recommendations
2

3. Brand Facts
Name Pan
Launch Year 2001
MAT Value (Feb 2015) 165.6cr
Market Share (Feb 2015) 26.37%
Growth Rate (Feb 2015) 23.00%
Price • 47 INR for Pack of 10 tablets (20mg)
• 77 INR for Pack of 10 tablets (40mg)
Source: AIOCD AWACS Jan 2015 Data 3

4. Research Objective
1
• To understand the Perception of Pan among
doctors
2
• Based on the findings recommend a marketing
strategy
4

5. Classification of Doctors
120
30
Gender Wise Distribution
Male Female
45
35
30
5
25
10
Speciality Wise Distribution
GP CP
Gynaecologist Dentist
Orthopaedic Gastroenterologist
N=150
5

6. Classification of Doctors
26%
30%
15%
14%
15%
Zone wise Classification
Central Western Harbour
South Mumbai Thane District
Goregaon
Borivali
Vile Parle
Kandivali
Bandra
Khar Road
Andheri
Thane
Dombivali
Vashi
Chembur
Dadar
Bhandup
Mulund
Ghatkopar
Kurla
Charni Road
Marine Line
Churchgate
Lower Parel
Colaba
N=150
6

7. Years of Experience of Doctors Met
2
9
6
3
13
1 1
3
1
2
1
3 3
2
3
9
6
27
3 3
7
4
13
2
3
5
4
5
6
0
5
10
15
20
25
30
1 to 5 years 6 to 10 years 11 to 15 years 16 to 20 years 21 to 25 years >25 years
Speciality wise distribution of years of experience of doctors
CP Dentist Gastroenterologist GP Gynaecologist Orthopaedic
N=150
7

8. Q.1) Doctor, when it comes to
Pantoprazole, which brands come
to your mind?
______________
______________
______________
Number of Respondents(N)=150
Number of Responses=416
8

9. Responses of the doctors
Sr.No Brand Number of Responses Percentage
1 Pan 150 36.05%
2 Pantocid 95 22.83%
3 Pantop 56 13.46%
4 Pantodac 47 11.29%
5 Pantin 21 5.04%
6 Pantakind 12 2.88%
7 Pan-D 5 1.20%
8 Dompan 4 0.96%
9 Pantosec 3 0.72%
10 Pansec 3 0.72%
11 Nupenta 2 0.48%
12 Pansa 2 0.48%
12 Others 16 3.84%
Total 416 100%
N=150
9

10. Sr.No Brands Number of
responses
Percentage
1 Pantomed 1 0.24%
2 Pantopril 1 0.24%
3 Panolide 1 0.24%
4 Pantaz 1 0.24%
5 Sompraz 1 0.24%
6 Syntac 1 0.24%
7 Vipan 1 0.24%
8 Ganaton 1 0.24%
Sr.No Brands Number of
responses
Percentage
9 Pantium 1 0.24%
10 Pantofer 1 0.24%
11 Pantopraz 1 0.24%
12 Panzoline 1 0.24%
13 Pepsonil 1 0.24%
14 Topdom 1 0.24%
15 P&Z 1 0.24%
16 Zipant 1 0.24%
Other Single Responses
10

11. N=150
11
35
5
10
45
30
25
2
1
8
1
27
8
23
17
20
16
4
7
11
99
1
3
23
10 10
5
2
1
5
7
1
0
5
10
15
20
25
30
35
40
45
50
CP Dentist Gastroenterologist GP Gynaecologist Orthopaedic
Speciality wise distribution of the Pantoprazole Brands that doctors remember
Pan Pantakind Pantocid Pantodac Pantop Pantin

12. Q.2) Doctor, what is your opinion on
Pantoprazole in general compared to
other PPIs?
______________________________________
______________________________________
Number of Respondents(N)=150
Number of responses=150
12

13. Sr.No Opinion Number of
responses
Percentage
1 It is comparatively safer than others 33
22.00%
2 The effects are much better 28
18.66%
3 It is a good molecule 20
13.33%
4 All are the same 19
12.66%
5 It has less side effects 13
8.66%
6 It is a PPI that has more clinical data compared to others 7
4.66%
7 No or less interaction with other drugs 5 3.33%
8 It is a trusted molecule compared to other PPIs 3 2.00%
9
Rabeprazole is better, but omeprazole and pantoprazole are
almost same 2
1.33%
10 Better than omeprazole ,rabeprazole is equal to pantoprazole 1 0.66%
11
Different people react to different PPIs, pantoprazole has come
earlier, so more preferred, once a day dosing 1
0.66%
12 I am more comfortable with pantoprazole 1 0.66%
N=150
13

14. Sr.No Opinion Number of responses Percentage
13
I find it good, probably among the best ,even rabeprazole, both are
good 1
0.66%
14 I prefer omeprazole but even pantoprazole is good 1
0.66%
15
I think I would put pantoprazole on 2nd number and rabeprazole
on first 1
0.66%
16 I trust it more and I have been prescribing for long time 1
0.66%
17 In acute gastritis it has good effect 1
0.66%
18 It is better than rabeprazole 1 0.66%
19 It is good molecule, when it comes with combination D and L 1
0.66%
20 It is good, it almost has 12 hours of effect 1
0.66%
21 It is more effective in pregnancy 1 0.66%
22
Some respond well to rabeprazole, but generally pantoprazole is
good 1
0.66%
23 It is safer in pregnancy compared to rabeprazole 1
0.66%
24 It’s the best, however different doctors prefer different PPIs 1
0.66%
25
Rabeprazole is cheaper, omeprazole causes impotency,
pantoprazole is better 1
0.66%
26 It has to be used twice a day 1 0.66%
Continued…
14

15. Sr.No Opinion Number of responses Percentage
27
Osteoporosis is less with pantoprazole, it is better, with
omeprazole there are chances of osteoporosis 1
0.66%
28
Pantoprazole is OD, no of tablets given is less compared to
others 1
0.66%
29 Personally I like omeprazole, but pantoprazole is also good 1
0.66%
Total
150 100%
Continued…
15

16. 2
1
4
6
3 33
6
2 2
8
1
8
1
2
4
1 1 1
8
6
13
6
2
1
3
9
4
9
0
2
4
6
8
10
12
14
CP Dentist Gastroenterologist GP Gynaecologist Orthopaedic
Speciality wise distribution of doctor's opinion on Pantoprazole compared to other PPIs
All are the same It has less side effects
It is a good molecule It is a PPI that has more clinical data compared to others
It is comparatively safer than others The effects are much better
N=150
16

17. Doctor’s Voice
Dr.Shobha Ahuja
General Practitioner from Khar
32 years of Practice
“Osteoporosis is less with
Pantoprazole. Pantoprazole
is better, with Omeprazole
there are chances of
Osteoporosis”
17

18. Q.3) How often does the company
Promote Pan to you?
___________________________________
Number of Respondents(N)=150
Number of responses=150
18

19. Sr.No Response Number of
responses
Percentage
1 Once in a month 25 16.66%
2 Twice in a month 57 38.00%
3 Thrice in a month 3 2.00%
4 Four times in a month 4 2.66%
5 1 to 2 times in a month 22 14.66%
6 2 to 3 times in a month 8 5.33%
7 3 to 4 times in a month 1 0.66%
8 They don't promote 8 5.33%
9 They don't come 5 3.33%
10 Once in a week 2 1.33%
11 2 to 3 times per week 1 0.66%
12 Once in 15 days 1 0.66%
13 Once in 2 to 3 weeks 1 0.66%
14 Once in 3 weeks 1 0.66%
15 Once in 4 to 6 weeks 1 0.66%
16 Almost daily 1 0.66%
17 Company is not promoting, still I write 1 0.66%
N=150
19

20. Sr.No Response Number of
responses
Percentage
18 Don't remember 1 0.66%
19 Every week 1 0.66%
20 Every week they come, they are regular 1 0.66%
21 I haven't seen them for 3 months, that does not influence my
prescription 1
0.66%
22 Not much 1 0.66%
23
Previously they use to come, now they don't 1
0.66%
24 Quite often 1 0.66%
25 They are regular 1 0.66%
Total 150 100%
Continued…
20

21. 5
2
8
4
6
9
1
2
4
3 3
2
5
1
11
2
3
14
17
10
3
1 1
2
1
0
2
4
6
8
10
12
14
16
18
CP Dentist Gastroenterologist GP Gynaecologist Orthopaedic
Speciality wise distribution for frequency of Promotion
Once in a month One to two times a month They don't promote
Twice in a month Two to three times in a month
N=150
21

22. Doctor’s Voice
Dr.Hemant Bhatt
Gynaecologist from Ghatkopar
33 years of Practice
“Every week they come to
promote, they are regular”
22

23. Q.4) On an average for how many
patients do you prescribe Pan in
a month?
___________________________________
Number of respondents(N)=150
Number of responses=150
23

24. N=150Sr.No Response Number of
Responses
Percentage
1 10 to 20 per month 70 46.66%
2 21 to 30 per month 18 12.00%
3 31 to 40 per month 16 10.66%
4 41 to 50 per month 16 10.66%
5 51 to 60 per month 3 2.00%
6 More than 60 per month 9 6.00%
7 15 to 20 daily 1 0.66%
8 2 to 3 per week 1 0.66%
9 3 to 4 in a month 1 0.66%
10 3 to 4 in a week 1 0.66%
11 4 to 5 patients, as you see I don't have much practice 1 0.66%
12 5 to 10 patients in a month 2 1.33%
13 About 10 per day 1 0.66%
14 About 5 to 6 patients in a month 2 1.33%
15 About 5 to 6 patients in a week 1 0.66%
16 About 6 to 7 per month 1 0.66%
17 Almost 20 per day 1 0.66% 24

25. Continued…
Sr.No Response Number of
Responses
Percentage
18 Almost every patient with fever, illness, hypertension as co-
prescription 1
0.66%
19 For about 5 to 10 patients in a month 1 0.66%
20 I don't remember 1 0.66%
21 Mostly Pantocid is prescribed, but I prescribe pan for about 5 to
10 patients 1
0.66%
21 Two per day 1 0.66%
Total 150 100%
25

26. 10
5
4
2
8
26
8 8
9
13
1
2 2
13
4
2
3
0
5
10
15
20
25
30
10 to 20 per month 21 to 30 per month 31 to 40 per month 41 to 50 per month
Speciality wise distribution of number of patients for which doctor prescribes Pan
in a month
CP Gastroenterologist GP Gynaecologist Orthopaedic
N=150
26

27. Q.5) Doctor, for which indications do you
prescribe Pan?
_____________________
_____________________
_____________________
Number of respondents(N)=150
Number of responses=285
27

28. 28
Sr.No Response Number of
Responses
Percentage
1 GERD 44 15.43%
2 Hyperacidity 39 13.68%
3 Gastritis 38 13.33%
4 Ulcers 31 10.87%
5 Acidity due to NSAIDs 27 9.47%
6 Co-prescription with antibiotics and other drugs 24 8.42%
7 Acidity 24 8.42%
8 APD 19 6.66%
9 Drug induced Acidity 13 4.56%
10 Heart burn 12 4.21%
11 Along with Pain killers 6 2.10%
12 Post operative 2 0.70%
13 Co-prescription with anti-inflammatory 2 0.70%
14 Others 4 1.40%
Total 285 100%
N=150

29. 29
Sr.No Response Number of
Responses
Percentage
1 Stress induced gastritis 1 0.35%
2 Non ulcer dyspepsia 1 0.35%
3 GI disturbances 1 0.35%
4 Epigastric pain 1 0.35%
Total 4 1.40%
N=150
Other Single Responses

30. 30
7
11
5
10
13
11
7
15
11
5
3
5
1
4
7
2
5
2
7
2
1
3
2 2
17
26
3
19
18
7
19
4
25
0
5
10
15
20
25
30
Speciality wise distribution for indications for which doctors prescribe Pan
CP Dentist Gastroenterologist GP Gynaecologist Orthopaedic
N=150

31. Q.6) Doctor, may I know what do you like
about Pan?
______________________________________
Number of respondents(N)=150
Number of responses=150
31

32. Sr.No Response Number of
responses
Percentage
1
Nothing 67
44.66%
2
Name easy to remember 39
26.00%
3
Good and trusted brand 16
10.66%
4
Good results 14
9.33%
5
Less side effects 7
4.66%
6
Efficacy 4
2.66%
7
Availability 3
2.00%
Total 150
100%
N=150
32

33. 1 1 11
3
2
1
4
7
2
1 1 1
2 2
11
2
14
6 6
2
1
5
4
2
0
2
4
6
8
10
12
14
16
CP Dentist Gastroenterologist GP Gynaecologist Orthopaedic
Speciality wise distribution for what doctors like about Pan
Easily available Efficacy It is a reliable and trusted brand
Less on side effects and drug interaction Name is easy to remember The results are good
N=150
33

34. Doctor’s Voice
Dr.Vishnu Agarwal
Gynaecologist from Vashi
28 years of Practice
“The name is short, gives
idea about the molecule”
34

35. Doctor’s Voice
Dr.Shirish Bhagwat
Gastroenterologist from Charni Road
25 years of Practice
“I like the name, it is easier
to remember, suggestive of
the molecule”
35

36. Q.7) Doctor, may I know what do you
dislike about Pan?
______________________________________
Number of respondents(N)=150
Number of responses=150
36

37. Sr.No Response Number of Responses Percentage
1 Nothing 145 96.66%
2 Costly 3 2.00%
3 Company is not promoting
much
1 0.66%
4 Nothing as such, but the
company is pushing the
product too much
1 0.66%
Total 150 100%
N=150
37

38. Q.8) Do you remember any promotional
activity for Pan?
_________________________________
Number of respondents(N)=150
Number of responses=150
38

39. Sr.No Response Number of Responses Percentage
1 I don’t remember 142 94.66%
2 Books, pictorial books for
patients 1
0.66%
3
CME was done 1
0.66%
4 No nothing specific, just the
regular visit 1
0.66%
5
Yes they come and detail 1
0.66%
6 No, I don't remember, they just
detail normally and go 1
0.66%
7 No, I don't remember, they just
remind and go 1
0.66%
8 Nothing, usually they don’t do
much activity with Gynaecs 1
0.66%
9 Once they had given cooking
pan, long time back this was 1
0.66%
Total 150 100%
N=150
39

40. Doctor’s Voice
Dr.Vishnu Agarwal
Gynaecologist from Vashi
28 years of Practice
“Nothing, usually they
don’t do much activity with
Gynaecologists”
40

41. Q.9) Doctor, if Pan became a person,
what would it be?
______________________________________
Number of respondents(N)=150
Number of responses=150
41

42. Sr.No Response Number of
Responses
Percentage
1
I don't know 50
33.33%
2 Reliable 24 16.00%
3
Trustworthy 18
12.00%
4 Honest 10 6.66%
5
Effective 8
5.33%
6
Strong 7
4.66%
7
Dependable 6
4.00%
8
Neutral person 4
2.66%
9
Strong and respected 3
2.00%
10
Male 3
2.00%
11
Caring 2
1.33%
12
It would be hero 1
0.66%
13 It’s a vague Question 1 0.66%
14 It an irrelevant question 1 0.66%
15 Mature 1 0.66%
N=150
42

43. Sr.No Response Number of
Responses
Percentage
16
Calm 1
0.66%
17
Strong and trusted 1
0.66%
18
Strong and aggressive 1
0.66%
19 I would say, a pleasure giver,
because it relieves, also mood
highlighter 1
0.66%
20
It would be a famous person 1
0.66%
21
It would be a gentleman 1
0.66%
22
It would be a successful person 1
0.66%
23
It would be an obedient person 1
0.66%
24
It would be powerful 1
0.66%
25
Satisfying person 1
0.66%
26
Stands first, superior 1
0.66%
Total 150
100%
Continued…
43

44. 2
5
3
7 7
2
1 1
33
1
2
5
8
22
3
2
5
1
4
2
3
0
1
2
3
4
5
6
7
8
9
Effective Honest Dependable Trustworthy Reliable Strong
Speciality wise distribution for Brand Personality
CP Dentist Gastroenterologist GP Gynaecologist Orthopaedic
N=150
44

45. Doctor’s Voice
Dr.M.A. Samtani
General Practitioner from Bandra
38 years of Practice
“I would say, a pleasure
giver, because it relieves,
also a mood highlighter”
45

46. Q.9) On a scale of 1 to 10 how much would
you rate the following brands on criteria
of Safety, Efficacy, Promotion and Brand
Image
Where: 1-Poor 5-Average 10-Excellent
Sr.No Brand Safety Efficacy Promotion Brand
Image
1 Pan
2 Pantocid
3 Pantodac
4 Pantop
5 Pantakind
46

47. Perceptual Map-1
Safety vs Efficacy
47

48. Pan
Pantocid
Pantodac
Pantop
Pantakind
Pantoprazole Market
High EfficacyLowSafety
HighSafety
Low Efficacy
5 8 1096 70 41 2 3
0
10
1
2
3
4
6
9
7
8
48

49. Perceptual Map-2
Promotion vs Brand Image
49

50. Pan
PantocidPantodac
Pantop
Pantakind
Pantoprazole Market
High Brand Image
LowPromotion
HighPromotion
Low Brand Image
0 5
4
3
2
1
6
7
8
9
10
50
1 2 3 4 6 7 8 9 10
0

51. SWOT Analysis
51

52. 1)Pan is the Market leader of Pantoprazole
Market with 26.37% market share
2)97% of doctors “did not dislike anything about
Pan”
3)About 26% doctors felt that the name is very
easy to remember and is suggestive of the
molecule name
Source: AIOCD AWACS Jan 2015 Data 52

53. 1)About 95% of doctors do not remember the
Promotional Activity
2)Perceived to be a costly brand
53

54. 1)With the rising prescriptions for NSAIDs and
antibiotics in the future, there is a scope for
growth of Pan
2)Currently the market for Pantoprazole is
growing at 9%
3)By 2020 G.I will be the third largest
therapeutic segment
Source: AIOCD AWACS Jan 2015 Data 54

55. 1)The market for pantoprazole is very
fragmented ,there are about 345 brands, lot of
noise in the market
2)Pantocid of Sun may prove to be a threat,
since it is slowly catching up, when it comes to
the brand recall for Pantoprazole
Source: AIOCD AWACS Jan 2015 Data 55

56. Recommendations
56

57. Market Expansion
Increase visits to General and Consulting physicians, also concentrate on
the other specialities and keep promoting to the existing doctors so that
they will continue to support
Having consolidated on the existing doctors, cover the unmet doctors,
enter new territories since it will help to expand the market
57

58. Promotion
Doctors say that the name Pan is very suggestive of the molecule
Pantoprazole, so have a pay off line as ‘‘Make Pan your Prime choice for
Pantoprazole’’
Show Research papers suggesting Pantoprazole is safer and has minimal
drug interactions compared to other PPIs
Do more interactive and crisp Promotional activities among the doctors,
since doctors cannot recollect Promotional messages
58