Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Pharmaceutical marketing plan case study

17.408 visualizaciones

Publicado el

Pharmaceutical Marketing Plan Case Study
I can challenge you will never see such fully fledged Pharmaceutical Marketing Plan Case Study in the internet for FREE as I did in this case study!

Click here to ENJOY it: http://www.guerrillamarketer.com/pharmaceutical-marketing-plan-case-study/

Publicado en: Marketing
  • Thanks for the previous comments. www.HelpWriting.net helped me too
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Try This Simple 7 Second Daily Ritual For Yourself Here 》》》 http://tinyurl.com/y33eq8tt
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Try This Simple 7 Second Daily Ritual For Yourself Here ☀☀☀ http://tinyurl.com/y33eq8tt
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • I like this service ⇒ www.WritePaper.info ⇐ from Academic Writers. I don't have enough time write it by myself.
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • To get professional research papers you must go for experts like ⇒ www.HelpWriting.net ⇐
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí

Pharmaceutical marketing plan case study

  1. 1. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 2/303 advertisement
  2. 2. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 4/303 Pharmaceutical Marketing Plan Case Study Disclaimer: I created this Pharmaceutical Marketing Plan Case Study for local pharmaceutical company in Egypt couple of years ago. All the data presented in this case study are real and practical but might become not relevant to the current status of the product because the plan was created couple years ago. The challenges and level of details explained in this article would be really valuable to Master Marketing Planning and see how a complete Marketing Plan looks like.  Also, there is no right or wrong in marketing, the more you practice the better you get. So try to take the following Pharmaceutical Marketing Plan Case Study as a Start to see how full the internet for FREE as I did in this case study! Click here to ENJOY it: http://www.guerrillamarketer.com/pharmaceutical- marketing- plan- case- study/ ]
  3. 3. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 5/303 fledged marketing plan looks like. This Pharmaceutical Marketing Plan Case Study created for DELPIRAMATE ® which is anti­epileptic and anti­migraine Product, manufactured by Delta Pharma Company in Egypt, it’s active ingredient is Topiramate. Here under the full Pharmaceutical Marketing Plan Case Study I created for DELPIRAMATE: 1. Executive Summary: Key issues, current position, potential overview of the outcome. 2. Corporate Strategy: Mission, Vision and Value. 3. Macro/Micro Analysis: PESTEL (External Audit), Internal Audit, Porter 5 Forces and SWOT. 4. Marketing Objectives: Financial & Marketing Objectives. 5. Marketing Strategies:
  4. 4. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 6/303 Competitive Marketing Strategies, Segmentation, Targeting, Positioning. 6. Marketing Tactics: Marketing Mix (7 P’s). Implementation: Tasks, resources, Budgeting, contingency plans. 7. Monitoring and control. Let’s start the journey and enjoy full Pharmaceutical Marketing Plan Case Study … 1. Executive Summary: (Pharmaceutical Marketing Plan Case Study) DELPIRAMATE is antiepileptic and anti migraine Product. DELPIRAMATE was positioned in Migraine and was prescribed in Epilepsy only. The new product development strategy is to be positioned in Epilepsy as Main indication (75%) and Migraine as Minor Indication (25%). DELPIRAMATE Competitive Advantage Strategy is Cost Leadership and its double Scored competitive advantage.
  5. 5. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 7/303 DELPIRAMATE in the Introductive Phase of the PLC and in Market Penetration Stage in Ansoff’s Matrix, which need more investments to grow and proper control of pull and push strategies. DELPIRAMATE Market Share Units was 4.5 % in 2007, 8.5 % in 2008 and the Marketing Objective is to be 15% in 2009 from Total Topiramate Market. DELPIRAMATE Market Share (Units) in 2007 was 16.7%, in 2008 was 26% and the Marketing Objective for 2009 is 41% from Total Topiramate 100mg Market. DELPIRAMATE will achieve the expected Market Share in 2009 through proper management of the Seven P’s consistently and effectively. The Internal Communication factors are of great impact to achieve the DELPIRAMATE Marketing Objectives in 2009. 2. Corporate Strategy: (Pharmaceutical Marketing Plan Case Study): 2.1. DELTA PHARMA Vision: Delta Pharma aims to be ranked within the top ten companies among the Arabian generic pharmaceutical manufacturers in the coming ten years. Development & innovation are our concerns to produce outstanding products required by the medical professions. 2.2. DELTA PHARMA Mission: What’s really needed versus what really exists is the equation that we commit ourselves to
  6. 6. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 8/303 achieve. We therefore concentrate our main efforts in introducing & promoting products variety in the pharmaceutical markets. Our merciful thinking is to produce different medications for serious diseases to satisfy our customers’ requirements. Sharing interest & mutual cooperation with international research centers for technology transfer of genetic medicines is one of our future strategies. 2.3. Delta Pharma Values:
  7. 7. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 9/303 :: INTEGRITY  All our actions & interactions reflect the highest quality because we provide the highest [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/1.png]
  8. 8. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 10/303 standards of ethics & integrity. :: Leadership Good leadership using empowering, modeling leads to sustained superior performance . :: Team work We have found that to be a successful company we must let people to think, let them to express themselves & to work with a team spirit. :: Innovation All tomorrow’s reality started with today’s great ideas. So no specific age or size, only creativity is all we need. :: Customer focus We are responsible for identifying, anticipating and satisfying customer’s requirements. That’s why you are always in our mind. :: Community Because your healthy life comes first, our mission is to operate a better place to live in. :: Quality Our mission is to produce products with the highest quality that will satisfy customer needs & improve life.
  9. 9. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 11/303 3. Macro/Micro Analysis (Macro and Micro environmental Audit): Pharmaceutical Marketing Plan Case Study [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/2.png]
  10. 10. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 12/303   3.1.1. Political Factors affecting Macro­environmental Analysis: (Pharmaceutical Marketing Plan Case Study): 3.1.1.1. Stability Of Political System: The political system in Egypt is stable since 28 February 1922 (from UK). 3.1.1.2.Taxation in Egypt: [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/3.png]
  11. 11. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 13/303 In 2003, Egypt’s corporate tax rate was 40%, reduced to 32% for industrial companies, and profits made through export operations. Branches of foreign companies are treated the same as domestic companies. The government is planning to introduce a uniform corporate tax structure. Personal income tax is assessed according to a progressive schedule with rates from 5% to 25%. The standard deduction for a single person is E£2,000 (about $328). The main indirect tax is the General Sales Tax (GST), set at 10% for most product, and 25 on a few others. Services are taxed at lower rates of 5% and 10%. There are also stamp duties that range from ranging from E£100 to E£600 (roughly, $15 to $100). for more information: http://www.incometax.gov.eg/ [http://www.incometax.gov.eg/] 3.1.1.3.Employment Law: Generally the Multinational Pharmaceutical Companies are having lower turnover than National or Local Pharmaceutical Company. To Reduce Our Turnover in N­92: we should focus on the Internal communication within N­92 and Satisfying our Internal Customers first. The Internal Communication will be discussed in the marketing mix. 3.1.2. Economic factors affecting Macro­environmental Analysis: (Pharmaceutical Marketing Plan Case Study):
  12. 12. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 14/303 (Pharmaceutical Marketing Plan Case Study): There is general world economic crisis allover the world but in Egypt, we didn’t affect yet with that crisis. The National Companies (as DELTA PHARMA) is likely effected than International or Multinational Companies.  The Economic Price of DELPIRAMATE is better than all of the competing products, which resulted in an opportunity of increasing its market share within the global economic crisis. 3.1.2.1. The Inflation Rate: The Inflation rate in Egypt is high in comparison to USA or UK. The inflation rate in Egypt is 18%.  As you know by increasing the inflation rate, the purchasing power decrease. But DELPIRAMATE isn’t affected yet because its economic price is helping the patient to purchase the product. 3.1.2.2. GDP: GDP Real Growth Rate: 6.9%.  GDP – per capita (PPP): 5,400 $. Labor force: 24.72 million . 3.1.2.3. Unemployment rate: 8.7%.
  13. 13. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 15/303 Telephones – mobile cellular: 30.065 million, which means those customers are willing to pay for Pharmaceutical Products. 3.1.2. Social Factors affecting Micro­environmental Analysis: Egypt Population: 83,082,869 (July 2009 est.) . Age Structure:  0­14 years: 31.4% (male 13,345,500/female 12,743,878) . 15­64 years: 63.8% (male 26,823,127/female 26,169,421) . 65 years and over: 4.8% (male 1,701,068/female 2,299,875) (2009 est.) Median Age: total: 24.8 years male: 24.4 years female: 25.2 years (2008 est.). Population growth rate: 1.642% (2009 est.). 3.1.3. Environmental Factors affecting Macro­environmental Analysis: (Pharmaceutical Marketing Plan Case Study):
  14. 14. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 16/303 DELPIRAMATE PRODUCT isn’t affected to the environmental changes as some pharmaceutical products; hormones. Except the previous factor, the environmental changes aren’t affecting the DELPIRAMATE efficacy or safety. 3.1.4. Legal Factors affecting Macro­environmental Analysis: (Pharmaceutical Marketing Plan Case Study):
  15. 15. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 17/303   [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/4.png]
  16. 16. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 18/303   3.2. Micro­environmental Analysis: The Five changing dynamics For Micro Environmental Analysis. Porter Five Forces. [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/2.png]
  17. 17. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 19/303 SWOT Analysis. 3.2.1. The Five changing dynamics For Micro Environmental Analysis: Business. Competitors. Suppliers. Customers. Stakeholders. 3.2.1.1. Business Factors affecting Micro Environmental Analysis: (Pharmaceutical Marketing Plan Case Study): 3.2.1.1.1. Managerial Sub­factors: Delta Pharma Sales Pattern:
  18. 18. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 20/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/5.png]
  19. 19. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 21/303 Neuropsychiatry Sector Rank:
  20. 20. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 22/303   [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/67.png]
  21. 21. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 23/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/7.png]
  22. 22. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 24/303  
  23. 23. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 25/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/8.png]
  24. 24. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 26/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/10.png]
  25. 25. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 27/303  
  26. 26. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 28/303   [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/11.png]
  27. 27. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 29/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/12.png]
  28. 28. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 30/303  
  29. 29. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 31/303   [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/13.png]
  30. 30. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 32/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/14.png]
  31. 31. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 33/303  
  32. 32. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 34/303   [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/15.png]
  33. 33. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 35/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/16.png]
  34. 34. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 36/303      
  35. 35. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 37/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/17.png]
  36. 36. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 38/303  
  37. 37. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 39/303   [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/18.png]
  38. 38. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 40/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/19.png]
  39. 39. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 41/303   Organogram Of N­92 Business Unit:
  40. 40. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 42/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/20.png]
  41. 41. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 43/303   3.2.1.1.2. Competitive Sub­factors:
  42. 42. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 44/303
  43. 43. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 45/303   3.2.1.1.2.1 Product Profile: (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/21.png]
  44. 44. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 46/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/22.png]
  45. 45. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 47/303
  46. 46. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 48/303   3.2.1.1.2.2 Product History: (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/23.png] [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/24.png]
  47. 47. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 49/303 3.2.1.1.2.2 Product History: (Pharmaceutical Marketing Plan Case Study): 3.2.1.1.2.3 Indications: [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/25.png]
  48. 48. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 50/303 3.2.1.1.2.3 Indications: (Pharmaceutical Marketing Plan Case Study):
  49. 49. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 51/303 Common Indications: In Epilepsy: Monotherapy: Newly diagnosed patients. Conversion from another AED to DELPIRAMATE. Add On Therapy: Partial Onset Seizures. Lennox Gastuat Syndrone. Generalized Tonic Clonic Seizures. In Migraine: Prophylaxis of Migraine Headache. 3.2.1.1.2.4. Pharmacokinetics: (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/26.png]
  50. 50. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 52/303 (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/27.png]
  51. 51. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 53/303  
  52. 52. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 54/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/28.png]
  53. 53. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 55/303
  54. 54. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 56/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/29.png]
  55. 55. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 57/303
  56. 56. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 58/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/30.png]
  57. 57. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 59/303
  58. 58. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 60/303                       [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/31.png]
  59. 59. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 61/303              
  60. 60. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 62/303
  61. 61. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 63/303 Metabolism: The remainder is extensively metabolized by hydroxylation, hydrolysis, and glucuronidation. Six metabolites have been identified in humans, none of which constitutes more than 5% of an administered dose. 3.2.1.1.2.5: Mechanism of Action: (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/32.png]
  62. 62. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 64/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/351.png]
  63. 63. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 65/303
  64. 64. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 66/303 [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/36.png] [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/37.png]
  65. 65. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 67/303 Other side effects: psychomotor slowing                                   4.1 % memory problems                                       3.3 % Fatigue                                                       3.3 % Confusion                                                    3.2% Somnolence (state of near­sleep)                  3.2 % [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/37.png]
  66. 66. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 68/303   [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/38.png]
  67. 67. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 69/303   [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/39.png]
  68. 68. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 70/303 Notes: [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/40.png]
  69. 69. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 71/303 RE=Refractory Epilepsy RD=Recommended Dose Precautions: Patients with Renal or Hepatic Impairment, have a risk of Calculi information (especially in predisposed patients). So hydration is recommended to reduce the risk.
  70. 70. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 72/303
  71. 71. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 73/303 Pregnancy: Teratogenic effects ( in mice, rats and rabbits). Calculate the Risk/Benefit Ration. Lactation: Excreted in Breast Milk. Discontinue Nursing or the Drug. [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/41.png] [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/42.png]
  72. 72. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 74/303 Overdosing: Symptoms of overdose may include but are not limited to: seizures dizziness, drowsiness, tiredness agitation depression speech problems blurred vision, double vision troubled thinking loss of coordination inability to respond to things around you loss of consciousness confusion and coma fainting upset stomach and stomach pain loss of appetite and vomiting excessive hunger shortness of breath; fast, shallow breathing
  73. 73. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 75/303 pounding or irregular heartbeat muscle weakness bone pain A specific antidote is not available. Treatment is entirely symptomatic. 3.2.1.1.2.2 Competitive Marketing Intelligence: (Pharmaceutical Marketing Plan Case Study):
  74. 74. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 76/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/43.png]
  75. 75. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 77/303
  76. 76. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 78/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/44.png]
  77. 77. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 79/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/45.png]
  78. 78. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 80/303
  79. 79. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 81/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/46.png]
  80. 80. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 82/303
  81. 81. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 83/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/47.png]
  82. 82. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 84/303
  83. 83. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 85/303   3.2.1.1.2.3 Market Analysis: (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/21.png]
  84. 84. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 86/303
  85. 85. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 87/303 The previous data shows that total Egyptian Market, Anti­epileptic Market, Anti­migraine Market and Topiramate Market is growing, which is an opportunity for DELPIRAMATE to grow. [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/48.png]
  86. 86. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 88/303
  87. 87. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 89/303   [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/49.png]
  88. 88. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 90/303
  89. 89. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 91/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/50.png]
  90. 90. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 92/303
  91. 91. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 93/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/511.png]
  92. 92. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 94/303
  93. 93. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 95/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/52.png]
  94. 94. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 96/303
  95. 95. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 97/303 Topiramate® Market Analysis: The Market Leader (Rx) is TOPIRAMATE. Market Leader (Value) is TOPAMAX. [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/54.png]
  96. 96. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 98/303
  97. 97. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 99/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/55.png]
  98. 98. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 100/303
  99. 99. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 101/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/56.png]
  100. 100. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 102/303
  101. 101. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 103/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/57.png]
  102. 102. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 104/303
  103. 103. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 105/303   [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/58.png]
  104. 104. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 106/303
  105. 105. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 107/303 3.2.1.1.3. Financial Sub­factors: (Pharmaceutical Marketing Plan Case Study): Delta Pharma; Neuropsychiatry Department is a great sector which have good financial environment, and we always are looking for the best financial assists that can help us to get the most of our Product Specialists. Tips for enhancing the Financial Environment that N­92 as: Increasing Product Specialists Net Salary to 1400­1500 LE.  Facilitating Cars from the 1st month of Work; even if Company Cars not Own Cars.  Fuel Expenses or Transportation Expenses.  Clear Incentive Scheme to make the Product Specialist to make DELPIRAMATE the STAR in the Market.  Other financial issues will be discussed in the Marketing Mix (People Part). 3.2.1.1.4. Technical Sub­factors: (Pharmaceutical Marketing Plan Case Study): The great technical process always help the system to be step forward. In Delta Pharma: [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/21.png]
  106. 106. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 108/303 We Have ETMS (Electronic Territory Management System). Providing Laptops for top management. facilitating the Internet access for Office Managers. Providing Professional e­mail account for each employee in Delta Pharma. Different types of electronic reports; marketing intelligence reports, weekly plan, weekly reports…etc. The Five changing dynamics For Micro Environmental Analysis: Business. Competitors. Suppliers. Customers. Stakeholders. 3.2.1.3. Suppliers Factors affecting Micro Environmental Analysis: (Pharmaceutical Marketing Plan Case Study): DELPIRAMATE Supplier is to the Production factory in 10th Of Ramadan City. DELPIRAMATE 100 mg is provided in enough quantities all over 2009­2010. We have an issue in DELPIRAMATE 25 mg, if we can produce it, the results will be great in penetrating the market very powerfully. DELPIRAMATE have 8 distributors:
  107. 107. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 109/303 UCP (the main distributor). Ibnsina. Multipharma. Egydrug. Overseas. EMIC. Sofico. Direct. Sales Analysis of Distributors Performance: 
  108. 108. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 110/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/60.png]
  109. 109. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 111/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/61.png]
  110. 110. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 112/303 Recommendations for better Distributors Management: For DELPIRAMATE, the most important [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/62.png]
  111. 111. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 113/303 distributors are: 1.UCP. 2.Ibnsina. 3.Overseas. The Five changing dynamics For Micro Environmental Analysis: Business. Competitors. Suppliers. Customers. Stakeholders. 3.2.1.4. Customers’ Factors affecting Micro Environmental Analysis: (Pharmaceutical Marketing Plan Case Study): Our Target Segment is Neuropsychiatry (NU­NP) Doctors as main customers. More details will be in Segmentation & Targeting Part.
  112. 112. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 114/303
  113. 113. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 115/303 3.2.1.4.1. Marketing Research: (Pharmaceutical Marketing Plan Case Study): I will conduct four marketing researches for DELPIRAMATE, each one conducted one quarterly basis. On each quarter, I will send Research Proposal for each one conducted for DELPIRAMATE. The main tool in the 1st Year Of Marketing Researches is the Questionnaire, which will contain quantitative and qualitative questions. The main facility for executing the marketing researches is through roundtable discussions as 1st target activity then Group meetings as contingency plan (in case of limited financial resources). The time­lines as following: 1ST Marketing Research: May­June­July. 2nd Marketing Research: August­September­October. 3rd Marketing Research: November – December­ Jan. 4th Marketing Research: Feb­March­April. 3.2.1.4.2. Customers Loyalty Program: I will conduct four roundtable discussion on the year plan, all of the loyal customers (High [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/63.png]
  114. 114. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 116/303 Potential and High Prescribed ) are invited at the 1st month of each quarter, to get the maximum benefits from each one. 3.2.1.4.3. Marketing Communications:  To be discussed in the marketing mix.  The Five changing dynamics For Micro Environmental Analysis: Business. Competitors. Suppliers. Customers. Stakeholders. 3.2.1.5. Stakeholders’ Factors affecting Micro Environmental Analysis:
  115. 115. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 117/303 The External and Connected Stakeholders aren’t forming any risk on DELPIRAMATE, considering the Internal Stakeholders: Employees: also they aren’t having any power in Deciding the marketing dynamics in Delta Pharma. Managers: the senior and top management aren’t risky also on DELPIRAMATE Marketing dynamics. But the following are the stakeholders that are controling the dynamics of [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/64.png]
  116. 116. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 118/303 DELPIRAMATE: 1 Business Unit Director of Neuropschaitry Sector Of DELTA PHARMA (Dr. Mohammed Refaat). Dr. Mohie Hafez (CEO Of DELTA PHARMA).
  117. 117. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 119/303
  118. 118. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 120/303   The Five changing dynamics For Micro Environmental Analysis: Business. Competitors. Suppliers. Customers. Stakeholders. Micro­environmental Analysis: The Five changing dynamics For Micro Environmental Analysis. Porter Five Forces. SWOT Analysis. 3.2.2. Porter Five Forces: (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/66.png]
  119. 119. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 121/303
  120. 120. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 122/303   3.2.2.1. Threat Of Substitute: (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/68.png] [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/69.png]
  121. 121. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 123/303 (Pharmaceutical Marketing Plan Case Study): There are no risk of Substitute Threat for DELPIRAMATE, as there are no herbal medicines or complementary medicines that can provide the same efficacy as DELPIRAMATE. Other Topiramate molecules, other antiepileptic or anti migraine molecule aren’t considered as substitutes rather than direct and indirect competitioers. 3.2.2.2. Bargaining Power Of Buyers: The Bargaining Power Of Buyer is helping the DELPIRAMATE to grow, as it’s the most economic cost for the patient. The following Pie chart shows that the market leader for Topiramate molecule is TOPIRAMATE for all conc and for 100 mg conc.
  122. 122. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 124/303
  123. 123. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 125/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/70.png]
  124. 124. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 126/303
  125. 125. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 127/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/71.png]
  126. 126. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 128/303
  127. 127. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 129/303     3.2.2.3. Threat of Entry:  [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/72.png]
  128. 128. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 130/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/73.png]
  129. 129. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 131/303 From the Previous Data, you can conclude that Topiramate Market is growing, so it’s a good opportunity to enter a new products for different companies there. opiramate market is contains one brand (original molecules) and 2 generic molecules, one of them is the market leader, so upon release of new product with different conc. (25, 50, 100 mg) , you can predict that there is a great risk of entry competition if the conc. 25 mg of DELPIRAMATE not released yet, as its help in stabilizing the penetration phase of DELPIRAMATE molecule. 3.2.2.4. Bargaining Power Of Suppliers: (Pharmaceutical Marketing Plan Case Study):
  130. 130. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 132/303
  131. 131. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 133/303 There are no Bargaining Power Of Suppliers for DELPIRAMATE. But considering the Bargaining Power of Distributors, Delta Pharma is minimizing that power through: Availability of Seven Distributors and One Direct Sales, no concentration of distributor. Recruitment of Distributors Manager, who is directly responsible for dealing with sales issues, returns and other problems with distributors. High relationship with distributors especially Ibnsina. Size of Purchases is coming with DELPIRAMATE side as it’s the most economic price for Pharmacists, Al­Mona’saat and Military Hospitals. There are no switching costs for distributors as most of them getting the same % of Product discount. Some Bonuses may differs in different quarters as promotional incentives for Pharmacists. 3.2.2.5. Rivalry Among Existing Competitors: (Pharmaceutical Marketing Plan Case Study): Antiepileptic Market is Growing 4.8% PPG in 2008 than 2007. Antimigraine Tiptan Market is growing 5.2 % PPG in 2008 than 2007. Topiramate Market is growing for the 3 competitive products in 2008 than 2007 by 16%, 73%, 31% for TOPAMAX, TOPIRAMATE and DELPIRAMATE respectively. The following charts illustrate some important conclusions about TOPIRAMATE MARKET. [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/74.png]
  132. 132. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 134/303
  133. 133. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 135/303
  134. 134. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 136/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/75.png]
  135. 135. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 137/303 Micro­environmental Analysis: The Five changing dynamics For Micro Environmental Analysis. Porter Five Forces. SWOT Analysis. 3.2.3. SWOT Analysis: [http://www.guerrillamarketer.com/wp­content/uploads/2015/09/76.png] [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/691.png]
  136. 136. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 138/303 3.2.3. SWOT Analysis: (Pharmaceutical Marketing Plan Case Study):
  137. 137. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 139/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/77.png]
  138. 138. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 140/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/78.png]
  139. 139. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 141/303
  140. 140. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 142/303 The Objective Of S.W.O.T. Analysis for DELPIRAMATE: The strengths and Weaknesses are representing where is DELPIRAMATE now, while the Opportunities and Threats are representing where the DELPIRAMATE can go in the future. S.W.O.T. Strategies for DELPIRAMATE: (Pharmaceutical Marketing Plan Case Study): Strengths Strong Portfolio for DELPIRAMATE supported by Strong Company Portfolio; DELTA PHARMA. Sales Of DELTA PHARMA YTD Oct. 2008 = 96,895,500. Sales Of Neuropsychiatry Sector Oct. 2008 = 21,709,264. PPG % Units MAT Nov. 2008 = 31.4%. Strong Management Team for N­92. Good financial resources to sponsor KOLs, participation in conferences exhibitions, roundtable activities and group meetings. Distribution Manager for managing all of the issues for distributors sales. Weaknesses: Lack of 25 mg conc. [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/79.png]
  141. 141. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 143/303 No Clear Detail Aid for DELPIRAMATE. No Clear Product Positioning. High Workforce Turnover (16% of total PS in N­92). Low Net Salary for P.S. in a comparison with Multinational Companies. No Financial Director. Low Internal Communication (will be enhanced through the new BUM. Opportunities The willing of management team to invest for this Product; considering the detail aid and promotional tools. New Positioning for DELPIRAMATE for 100mg (as main indication for switching the current patient, add­on therapy, or refractory cases) which acquire 100 mg rather than the new cases for 25 mg. Threats: New generic products with 25, 100 mg will easier than DELPIRAMATE unless the release of 25 mg. Competitive Marketing Activities of Janssen Cilag and Sabaa Companies. The Global world Economic Crisis if reached Egypt will affect the sales generally although DELPIRAMATE the most economic one in Topiramate Market
  142. 142. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 144/303 Micro­environmental Analysis: The Five changing dynamics For Micro Environmental Analysis. Porter Five Forces. SWOT Analysis. [http://www.guerrillamarketer.com/wp-
  143. 143. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 145/303 4. Marketing Objectives: (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp- content/uploads/2015/09/2.png]
  144. 144. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 146/303 The following data shows how I built the Marketing Objectives for DELPIRAMATE: [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/80.png]
  145. 145. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 147/303
  146. 146. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 148/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/81.png]
  147. 147. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 149/303
  148. 148. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 150/303   [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/82.png]
  149. 149. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 151/303
  150. 150. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 152/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/83.png]
  151. 151. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 153/303
  152. 152. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 154/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/84.png]
  153. 153. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 155/303
  154. 154. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 156/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/85.png]
  155. 155. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 157/303
  156. 156. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 158/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/86.png]
  157. 157. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 159/303
  158. 158. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 160/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/87.png]
  159. 159. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 161/303
  160. 160. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 162/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/94.png]
  161. 161. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 163/303
  162. 162. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 164/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/95.png]
  163. 163. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 165/303
  164. 164. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 166/303 Summary of the financial Marketing Objectives: (Pharmaceutical Marketing Plan Case Study): The Marketing Objectives Set is matching the Growth Rate of All Topiramate 100 mgs comparative analysis and All Topiramate Molecules. The Marketing Objectives set, was based on the growth rate got from IMS from 2007 and 2008. The Topiramate Market, antiepileptic market, anti migraine Triptan market, Total Neuropsychaitry Market and Total Egyptian Market is growing, which give the DELPIRAMATE a great opportunity to pass from Introductory phase to growth phase. Qualitative Marketing Objectives: 1.Completing all of the Marketing Communication Tools within the 1st Quarter of Activating my work 15th of April till 15th of June. The main Marketing Communication Tools are: [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/96.png]
  165. 165. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 167/303 The Detail Aids; Binder for Epilepsy and Migraine indications. Finishing the Medical Articles campaigns. Making one roundtable Discussion in a Reputable Place for KOLs. Managing the Promotional Campaigns with Field force. Managing the Marketing Campaigns in Neuropsychiatry Conferences. Managing the Group Meetings for Product Specialists. 2.Four Marketing Researches in four quarters from my starting work, each one held on each quarter. 3.Minimizing the internal customers (Employees in N­93) turnover through continous developmental programs in a coordination with the Business Unit Director.
  166. 166. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 168/303 4. Increasing the employees quality of delivering DELPIRAMATE messages, analyzing the sales results, managing distributors, improving the frequency of visits and minimizing the gaps between planning and execution. 5. Increasing the learning environment for N­92 employees through continuous delegations and assignments. 6. Maximizing the Other qualitative objectives will be explained in the people part of Marketing Mix. Barriers for Implementation of the Marketing Objectives: (Pharmaceutical Marketing Plan Case Study): High Employees turnover in N­92 (15% of the headcount). Lack of good internal communication due to top managerial changes. Lack of Top­down learning environment for Product Specialists except the employees who were working with Dr. Mefreh. Lack of Clarifying the Sales objectives in matching the Organization Vision and Strategy. Low disposable income for Product Specialists in a comparison to Multinational Companies, which results in their transient performance till they find new opportunities. Lack of Transportation Expenses till the delivery of Cars. Delaying the Salaries of Product Specialists till the 1st week of each month. The Policy of Under balance; the product specialist get part of the salary till he passed three months in the company, which results in loosing their enthusiasm and loyalty.
  167. 167. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 169/303 The Policy of Under balance; the product specialist get part of the salary till he passed three months in the company, which results in loosing their enthusiasm and loyalty. Low Financial Coordination in prepaid booking system for hotels; in Traveling Region out of Cairo for Field Force Activates or Group Meetings. Delaying the delivery of finance prepaid for group meetings (this item considering the Product Specialists). 5. Marketing Strategies:(Pharmaceutical Marketing Plan Case Study):
  168. 168. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 170/303
  169. 169. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 171/303 5.1. Competitive Marketing Strategy for DELPIRAMATE: Competitive Advantage Strategy. Growth Strategy. Marketing Positioning Strategy. 5.1.1. Competitive Advantage Strategy (Porter’s Generic Strategy): [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/97.png]
  170. 170. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 172/303
  171. 171. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 173/303 DELPIRAMATE is acting through the unique marketing strategy, which is the Cost Leadership Competitive Marketing Strategy. We can’t act though differentiation and cost leadership, otherwise our product won’t get a competitive advantage strategies in the market. E.g. from Market Communication; ITESALAT in its launch stage, as it was acting in differentiation and cost leadership, so they stuck in the middle. But Mobinil acting though Cost Leadership and Vodafone acting though differentiation Strategy. 5.1.2. Growth Strategy (Ansoff’s Matrix): (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/98.png]
  172. 172. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 174/303
  173. 173. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 175/303 Justification beyond Ansoff’s Matrix: From the following PLC, you can understand that DELPIRAMATE in in the introduction phase (which is Market Penetration), while TOPIRAMATE and TOPAMAX are in the Growth Phase (which are moving from Market Penetration to Market Development)  [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/99.png]
  174. 174. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 176/303 5.1.3. Marketing Positioning Strategy: The Positioning Strategy is the Strategy that N­92, Neuropsychiatry and Delta Pharma as a [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/76.png]
  175. 175. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 177/303 whole company should adapt. This strategy isn’t including DELPIRAMATE as N­92 and Neuropsychiatry Sector and Delta Pharma.
  176. 176. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 178/303
  177. 177. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 179/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/100.png]
  178. 178. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 180/303
  179. 179. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 181/303 Competitive Marketing Strategy for DELPIRAMATE: Competitive Advantage Strategy. Growth Strategy. Marketing Positioning Strategy. [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/101.png]
  180. 180. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 182/303
  181. 181. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 183/303 5.2. Segmentation, Targeting and Positioning: For TOPAMAX in 2007 and 2008. For TOPIRAMATE in 2008. For DELPIRAMATE in 2008. The Statistics are based on Prescriptions Index: MAT Sept. 2007, and MAT Sept. 2008. [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/97.png]
  182. 182. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 184/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/102.png]
  183. 183. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 185/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/103.png]
  184. 184. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 186/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/104.png]
  185. 185. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 187/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/105.png]
  186. 186. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 188/303     [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/107.png]
  187. 187. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 189/303       Segmentation and Targeting Of Total Country for Physicians: 5.2.1. Segmentation and Targeting Per Manager:
  188. 188. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 190/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/108.png]
  189. 189. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 191/303     X1 = Giza Regions (Dokki, Agoza, Mohandeseen, Sahafyeen, Faisal, Giza, Haram, Manial, Badrasheen, Sayeda Zeinab, Half Of Down Town, Azhar, Abdeen, Half Of Down Town, Badrasheen, Sayeda Zeinab, Maadi, Helwan, Masr El Adeema). X2= Cairo Regions (East, Zatoun, Ain Shams, Shobra & Shobra El­Khima, El­Mataryah, El Zaher, Abbasia, Bab El­Shehriah, 2/3 Of Heliopolis, 2/3 of Shobra & Shobra El­Khima, 1/3 Heliopolis, Rood El Farag). X3= Alex1, Alex2, Behera, and Kafr El­Shikh. X4= Domiat, Ismalia, Port Said, Mansoura, Meat Gamr, Aga, Dekernas, Manzala, Simbelawyeen, Belkas, Sherbeen, Mattaria, Abu El Azayem, Abu Hammad, Abu Kebeer, Al Zakazik, Suez, Kaluibia. X5= Basyon, Santa, Kafr El Zayat, El­Mahala, Sammanoud, Tanta, Zefta, Menofia. X6= Upper Egypt (Aswan, Quena, Sohag, Beni Suif, Fayoum, Asuiot). 5.2.2. Segmentation and Targeting Per Specialty/Manager: (Pharmaceutical Marketing Plan Case Study):
  190. 190. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 192/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/109.png]
  191. 191. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 193/303       5.2.3. Segmentation and Targeting Per Specialty/Manager:
  192. 192. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 194/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/110.png]
  193. 193. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 195/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/111.png]
  194. 194. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 196/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/112.png]
  195. 195. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 197/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/113.png]
  196. 196. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 198/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/114.png]
  197. 197. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 199/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/115.png]
  198. 198. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 200/303
  199. 199. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 201/303
  200. 200. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 202/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/116.png]
  201. 201. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 203/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/117.png]
  202. 202. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 204/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/118.png]
  203. 203. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 205/303
  204. 204. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 206/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/119.png]
  205. 205. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 207/303
  206. 206. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 208/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/120.png]
  207. 207. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 209/303
  208. 208. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 210/303 Opportunities: From IMS data MAT Nov. 2008: TOPAMAX Sales = 47,000 Unit. TOPIRAMATE Sales = 53,500 Unit. So the Market Leader in Units is TOPIRAMATE. But from IMS Prescription Index MAT Sept. 2008: TOPAMAX = 28,318 Rx. TOPIRAMATE = 4,651 Rx. So the Market Leader in Rx and Units should be TOPAMAX. This means the Product have been replaced through the Pharmacist, because of more economic price of the Generic; TOPIRAMATE and means that Product Specialists of [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/121.png]
  209. 209. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 211/303 TOPAMAX aren’t visiting the Pharmacies frequently. Frequent Sales Campaigns to Pharmacies and Key Pharmacies, we can achieve a High Market Share and Sales (in Units) because the most economic Product is DELPIRAMATE.  
  210. 210. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 212/303
  211. 211. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 213/303 Out Great Opportunity to Cover: 1.CARIO / GIZA with full field force man power. 2. Upper Egypt. The previous data was in 2007, so If we have recent data of IMS, will be GREAT Opportunity to monitor the Marketing Dynamics in Egypt Territories. 6. Marketing Tactics (Marketing Mix) or 7 P’s : (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/122.png]
  212. 212. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 214/303   6.1. Promotion (Marketing Communications): (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/1.jpg]
  213. 213. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 215/303
  214. 214. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 216/303 Marketing Communications tools for DELPIRAMATE: Pull & Push Strategy Branding Marketing Communication Mix 6.1.1. Pull & Push Strategy: [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/210.png]
  215. 215. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 217/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/33.png]
  216. 216. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 218/303
  217. 217. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 219/303
  218. 218. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 220/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/410.png]
  219. 219. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 221/303
  220. 220. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 222/303 Key Account Management (KAM): It’s considered as Unstable Business because: The business dynamics of the A.M. Accounts is changing. There is a Power of Place (Power Of A.M. Accounts): which require special discounts, bonuses, different from season to another. The Purchases are affected by Place (Account) Budget, so there is instability in this business. The key customers (Doctors) are focused, so there is a power of controlling the business which affected by satisfying their business needs. The companies are competing together in this market, so the account get the best offer accompanied by services; discounts, bonuses, ethical services…etc. Because all other previous six factors, it makes this market changing, so the CASH COW of this market isn’t sustainable (if we achieved a high market share there). [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/510.png]
  221. 221. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 223/303
  222. 222. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 224/303 Product Specialists’ Distributors Management: DELPIRAMATE is distributed thought: UCP. IBNSINA. OVERSEAS. EGYDRUG. MULTIPHARMA. SOFICO. EMIC. UCP and IBN SINA is representing almost 50% of Distributing our Products to Pharmacies for both sales Representatives and Telesales.  EGYDRUG, and PHARMAOVERSEAS need to be targeted through TeleSales only.  Each Product Specialist  responsible for: Visiting the Top 2 Distributors Sales in his Region. [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/610.png]
  223. 223. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 225/303 Follow up with telesales and sales rep for each distributor, and pushing DELPIRAMATE Product to Pharmacies (as I show in the GREAT OPPORTUNITY Part of Marketing Strategies; the TOPAMAX Rx is replaced by TOPIRAMATE through Pharmacists Power). Product Specialists’ Distributors Relationships Management: The Product Specialist should have a very good relationship with: ­The Branch Manager of the Distributor. – National Sales Manager Of the Distributor. – Sales Supervisor of the region that P.S. promote DELPIRAMATE in. –Telesales Supervisor (for the region that P.S. promote DELPIRAMATE in). – Sales Representative in his Region. – Telesales (that promote DELPIRAMATE in his region). Important Keys for Pharmacies Management: We need to get the electronic data of Sales / Pharmacy from the potential distributors (especially UCP) twice monthly to: To Track the sales for top 15 pharmacies.
  224. 224. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 226/303 Taking correcting actions for each pharmacy.
  225. 225. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 227/303
  226. 226. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 228/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/611.png]
  227. 227. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 229/303
  228. 228. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 230/303 Pharmacies Management: Each Product Specialist  responsible for: 1. Give us data about Top 15 Pharmacies in his Region. Send us Report every 2 weeks about: – Stock. – Consumption Pattern. – New orders. 2. Selling DELPIRAMATE to TOP 15 Pharmacies with the 1 sales Rep./Distributor/Weekly. The P.S. should know who is the Sales Rep. that cover most of his Region. Each P.S. should go in a double visit with Sales Rep. to top 15 Pharmacies weekly. [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/510.png]
  229. 229. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 231/303
  230. 230. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 232/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/710.png]
  231. 231. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 233/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/88.png]
  232. 232. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 234/303   Field Visits:  From the doctors’ List, every Product Specialist should cover his doctors’ List frequency: each Product Specialist list should vary from 80 to 120 doctor. Always Rx are increasing the Growth Rate Of DELPIRAMATE and help in CASH COW in the later growth phases of the product. How To Make DELPIRAMATE Adopted by the Customer?
  233. 233. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 235/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/91.png]
  234. 234. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 236/303
  235. 235. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 237/303 2 & 3. Brand Awareness & Brand Attitude:  (Pharmaceutical Marketing Plan Case Study): This is could be assessed through Qualitative and Quantitative Marketing Research. In Roundtable Discussion, or Group Meetings: the Discussion Guide may be contains: Perceptual Map/Positioning Map : to assess the Price/Quality. Brand Celebrities Map. Questionnaires. For Assessing Brand Attitude: This could be achieved through E­marketing, as we can assess the doctor behavior when browsing our website; what are the most common concerns, what are the 1st issues attracted their attention. For Achieving Brand Awareness: – Marketing Campaign to announce DELPIRAMATE website, asking the doctors e­mails to send them our weekly or monthly newsletters. [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/106.png]
  236. 236. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 238/303 4. Brand Purchase Intention: (Pharmaceutical Marketing Plan Case Study): DELPIRAMATE Purchase Intention means that is the customer intended to purchase DELPIRAMATE by name? Is the customer asking about DELPIRAMATE in Pharmacies? Is the Pharmacists are asking about DELPIRAMATE in Distributors? This is could be assessed through: Quantitative Assessment: through a questionnaire distributed for Pharmacists to assess about the patient behavior in purchasing the DELPIRAMATE. Qualitative Assessment: through the relationship between Product Specialist and Pharmacists. The assessment tool done through personal observation (by our Product Specialist in 2­3 hours in the pharmacy as a campaign for this objective). 5. Purchase Facilitation: Purchases is facilities through DELPIRAMATE availability in the market. Purchase Facilitation is achieved through managing the Push Strategy of DELPIRAMATE.
  237. 237. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 239/303   Marketing Communications tools for DELPIRAMATE: [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/91.png]
  238. 238. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 240/303 Pull & Push Strategy Branding Marketing Communication Mix DELPIRAMATE Branding: Please note the following branding ideas are built in the 1st few weeks of building the marketing plan, so the below are preliminary ideas before getting briefed to advertising agencies and before the concept of digital marketing and Multi­Channel Marketing developed as well: I will Create Binder that contains 2 parts: 1st Part for Epilepsy. 2nd Part for Migraine. The Binder Personality is Cake like shape to represent the double Scored shape. The Binder will be launched at the Start Of August 2009.Considering the typography, design, color, slogan an identity will be proposed open the approval of this Marketing Plan. Here under the summary of DELPIRAMATE Marketing Communications Mix: Marketing
  239. 239. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 241/303 Communication Mix 1. Personal Selling Implementation Date 1.1. Doctors’ Visits Four – Six Visits of the Target Segments/day 1.2. Pharmacies Visits 15 top Pharmacy/Week 1.3. Distributors Visits 2 Distributors/Week 2. A.M.+ P.M. Activities Target Segment Implementation Dates 2.1. Group Meetings 2.1.1. Universities 1 Group Meeting / 2 Months /University/P.S.  2.1.2. Key 1 Group Meeting / 2
  240. 240. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 242/303 Hospitals Months /Hospital/P.S. 2.1.3. Military Hospitals 1 Group Meeting / 2 Months /Hospital/P.S. 2.1.4. Police Hospitals 1 Group Meeting / 2 Months /Hospital/P.S. 2.1.5. Distributors 1 Group Meeting / 3 Months /Distributor/P.S. 2.2. Roundtable Activities KOLs (P.M.) for DELPIRAMATE One Roundtable/Quarter/Target Segment KOLs Of All University Staff around Egypt Key A.M.+ P.M. Pharmacists 3. Promotional Tools Promotional Tools Implementation Date:
  241. 241. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 243/303 3.1. DELPIRAMATE Binder Launched On Start Of August 2009 3.2. Dose Cards Launched On Start Of August 2009 3.3. Giveaways (Pens, Gifts) and Gimmickx Launched On Start Of September 2009 3.4. Folders Launched On Start Of Jan.2010 4. DELPIRAMATE Club Targeting Strategy E-Marketing tools E-Marketing Activities Marketing Tactics (Differentiated Targeting Strategy) 4.1. DELPIRAMATE CLUB for Doctors. Website 4.(1+2).1. Online Seminars 4.2. DELPIRAMATE 4.(1+2).2.
  242. 242. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 244/303 CLUB for Pharmacists. Yahoo Group for DELPIRAMATE Knowledge about DELPIRAMATE Facebook Group for DELPIRAMATE 4.(1+2).3. Knowledge about Topiramate E – Newsletters 4.(1+2).4. Online Survey DELPIRAMATE Club Card 4. (1+2).5.Username and Password on the Website A. Announcements about DELPIRAMATE B. E-Newsletters C. Online Conferences and Seminars D. Online Surveys /
  243. 243. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 245/303 Questionaires E. Prize Draws / Quarter 4.3. DELPIRAMATE Club for Patients 4.3.1. DELPIRAMATE Club Card to get data about Marketing Database For Loyal Patients (Patients who received 4.3.2. Epilepsy Management Getting their database from the doctors and DELPIRAMATE more than 1month treatment) 4.3.3. Migraine Management we will contact them for delivering them 4.3.4. DELPIRAMATE Efficacy DELPIRAMATE Club Card 4.3.5. Getting free samples each month 4.3.6. Online Surveys
  244. 244. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 246/303 4.3.7. Prizes Draws / Quarter 5. Patients’ Loyalty Scheme Marketing Tools Implementation Date Money Off Vouchers/Coupons. August 2009. Customer Loyalty Bonus Scheme Buy Three , Get One Free DELPIRAMATE Club for Patients 6. Doctors’ Sponserships (Conferences)  Not included in 2009 Budget 6.2. Product:
  245. 245. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 247/303 6.2. Product: (Pharmaceutical Marketing Plan Case Study):
  246. 246. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 248/303
  247. 247. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 249/303 DELPIRAMATE Profile. Characteristics Of DELPIRAMATE. Elements Of DELPIRAMATE. DEPIRAMATE Portfolio. Product Life Cycle (P.L.C.). DELPIRAMATE Portfolio Planning Tool: Boston Consultancy Group (B.C.G.) Matrix. Growth Strategy (Ansoff’s Matrix) for DELPIRAMATE. New Product Development for DELPIRAMATE. Product Adoption for DELPIRAMATE. 6.2.1. Product Profile:  Have been explained in the Micro Environmental Analysis. 6.2.2. Characteristics Of DELPIRAMATE: 6.2.2.1. Physical Characteristics: [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/1110.png]
  248. 248. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 250/303   6.2.2.2. Functional Characteristics: [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/12.jpg]
  249. 249. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 251/303 6.2.2.2. Functional Characteristics: [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/132.png]
  250. 250. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 252/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/36.png]
  251. 251. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 253/303 6.2.2.3. Physiological Characteristics:  (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/36.png]
  252. 252. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 254/303
  253. 253. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 255/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/141.png]
  254. 254. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 256/303 6.2.3. DELPIRAMATE Elements: (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/25.png]
  255. 255. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 257/303
  256. 256. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 258/303
  257. 257. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 259/303 DELPIRAMATE is containing all of the four elements for any Product Management: DELPIRAMATE as a Core Product: The active ingredient is : Sulfamate Substituted Monosaccharide. DELPIRAMATE used for Epilepsy and Migraine Managements. DELPIRAMATE as a Tangible Product: Contains all the benefits that have been illustrated in Product Profile, and the DELPIRAMATE pack that have been mentioned in Product Profile. DELPIRAMATE as an Augmented Product:  (Pharmaceutical Marketing Plan Case Study) DELPIRAMATE is containing a unique  COMPETITIVE ADVANTAGE; the DOUBLE SCORED FORM of DELPIRAMATE. [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/151.png]
  258. 258. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 260/303
  259. 259. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 261/303 DELPIRAMATE is Potential Product: DELPIRAMATE is the most economic Product in Topiramate Molecules, which make the patient is willing to use it frequently (especially in Migraine) without any economic burden. Which resulting in increasing the disposable income for the patient, so it provide him with potential future advantages in saving more money for different life purposes. 6.2.4. DELPIRAMATE Portfolio:  (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/161.png]
  260. 260. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 262/303 The Product is distributed in all the Six Distributors who are distributing the Product in all Egypt territories. 6.2.5. Product Life Cycle (PLC):  [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/171.png]
  261. 261. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 263/303   DELPIRAMATE is in the introduction Phase of the P.L.C.; Product Life Cycle. In this stage the Sales grow but at a cost. To make our Product moves fast to the growth phase, we need to invest and predict that the profit isn’t going to cover the cost in this phase, until the product pass the Breakeven point in the growth phase. In this Phase, our Growth Strategy is Market Penetration; so we need to penetrate the market very well with the new positioning and high workforce capabilities. 6.2.6. DELPIRAMATE Portfolio Planning Tool: Boston Consultancy Group (B.C.G.) [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/76.png]
  262. 262. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 264/303 6.2.6. DELPIRAMATE Portfolio Planning Tool: Boston Consultancy Group (B.C.G.) Matrix: B.C.G. Matrix for Total Topiramate Molecules: Nov. MAT 2008 RMS RMG TOPAMAX 3.5 15.8 TOPIRAMATE 0.3 43.7 DELPIRAMATE 0.1 166.9
  263. 263. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 265/303 B.C.G. Matrix for Total Topiramate 100mgs Molecules: (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/181.png]
  264. 264. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 266/303 (Pharmaceutical Marketing Plan Case Study): Nov. MAT 2008 RMS RMG TOPAMAX 100mg 2.7 13.9 TOPIRAMATE 100mg 0.4 46.9 DELPIRAMATE 0.2 166.9  
  265. 265. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 267/303 6.2.7. Growth Strategy (Ansoff’s Matrix) for DELPIRAMATE: [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/191.png]
  266. 266. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 268/303
  267. 267. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 269/303 6.2.8. Product Adoption for DELPIRAMATE: New Product Development Tactics Of DELPIRAMATE: 1. Repositioning of DELPIRAMATE in: ­Epilepsy (as Main Indication, by 75%). – Migraine (as minor Indication, by 25%). 2. Showing the Competitive Advantage Of DELPIRAMATE: ­Double Scored Competitive Advantage (100 mg contains 25 mg in the same pack). – The Most economic Cost for the Patient. [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/99.png]
  268. 268. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 270/303 [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/201.png]
  269. 269. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 271/303 6.3. Price:  (Pharmaceutical Marketing Plan Case Study): [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/201.png]
  270. 270. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 272/303
  271. 271. 9/5/2015 Pharmaceutical Marketing Plan Case Study http://www.guerrillamarketer.com/pharmaceutical­marketing­plan­case­study/ 273/303   The Pricing Strategy of DELPIRAMTA already have been set, non of the three competitive products changed the Pricing Strategy in the last 2 years. [http://www.guerrillamarketer.com/wp-content/uploads/2015/09/212.png]

×