1. Welcome to New Era of
Osteoarthritis Management

2. Prevalence of Arthritis in India
“Though diabetes, CVDs, and related disease
are one of the most prevalent ailments
affecting Indians, a recent study suggests
that osteoarthritis beats all others to
claim the No. 1 spot among ailments in
the country. Even the level of awareness
being limited to a select few.”
The Times of India, New Delhi, 6th NOV 2010

3. India will become World capital of Osteoarthritis by 2013…

4. Prevalence of Arthritis in India
• Total anti-arthritic market of almost Rs 160
crores (IMS MAT FEB12) predominantly
includes supplements like Glucosamine,
Chondroitin combinations, Diacerein etc.
• Moreover, the NSAIDs that are extensively
prescribed in chronic ailments like
osteoarthritis adds a many crores more to
the market.
49.1
29.4
17.8
63.7
ADEMETIONINE
LEFLUNOMIDE
GLUCOSAMINE
Glucosamine Combination
Source : IMS MAT FEB12
AntiOsteoarthritis Market

5. A growing market
A variety of factors are driving sales of Joint & Bone nutraceuticals
Aging population
Obesity
and
sedentary lifestyles
Increasing
consumer
awareness
Bone &
Joint
health
Market
Nutritional
deficiency

6. What is Osteoarthritis
• Osteoarthritis being a wear & tear
disease of cartilage.
• Characterized by a breakdown of the
joint's cartilage, causing bones to rub
against one another, lead to loss of
movement & pain.
• Hence, anything new for a doctor & a
patient may serve as a ray of hope.

7. Thinning of Cartilage
 When the natural regeneration process can’t keep up with
daily wear and tear, joint cartilage can break down.
 Leading to thinning of cartilage.

8.  Thick elastic rubbery gel
with smooth glassy shine
 Unique tissue- No nerves,
blood vessels or lymphatic
drainage
 Nutrition from synovial
fluid which bathes it and
fluid diffusing from
underlying bone.

9. Anabolism
(Synthesis)
Collagen
Proteoglycans
Other proteins
Catabolism
(Destruction)
Proteases emzyme
Balanced
by
Cartilage Integrity maintained

10. Collagen
Water
Proteoglycans
(Cartilage Enlarged View)

13. Anabolism
(Synthesis)
Excessive
catabolism
(Destruction)
Not
balanced
by
Destruction of joint
Cartilage structure

14. Severe OA – Process
1. Severe Loss of
Collagen
2. Chondrocytes
destroy
Cartilage by
releasing Enzymes
Demolishing
cartilage
Loss of Water
& ProteoGlycans

15. Need a Drug
• Restore collagen
• Restore proteoglycans
• Restore the lost water which is
essential in the formation of cartilage
Restore Cartilage Integrity
Retards OA progression

16. Moderate OA
Normal

17. Treatment Objective
Successful treatment of OA must :
– Effectively control pain
– Stimulate repair of damaged cartilage
– Slow down or reverse progression of
disease

18. Osteoarthritis Management
Most Expensive option & longer
recovery period
High Side effect profile makes it a
reserved option
Expensive & painful, needs
specialized trained Dr. to administer
Provides only symptomatic relief &
doesn’t address important issue
Works well only in
combination with
above

19. PHARMACOLOGIC OPTIONS

20. Glucosamine
• The possible effects of glucosamine sulfate in patients with
osteoarthritis may be the result of its
• Stimulation of the synthesis of proteoglycans,
• Decrease in catabolic activity of chondrocytes
inhibiting the synthesis of proteolytic enzymes and
• Anti-inflammatory activity.
• A typical dosage of glucosamine salt is 1,500 mg per day.
• Glucosamine is often sold in combination with other
supplements such as Chondroitin sulfate and MSM .
• Onset of action is slow.

21. Chondroitin Sulfate
• Decrease in catabolic activity of chondrocytes inhibiting the
synthesis of proteolytic enzymes, nitric oxide and other
substances that contribute to damage cartilage matrix and
cause death of articular chondrocytes.
• The dosage of oral chondroitin used in human clinical trials is
800–1,200 mg per day.
• Slower onset of action

22. Methylsulfonylmethane
• Methylsulfonylmethane is an organosulfur compound and its
role in OA is not known. It may exert anti-inflammatory action

23. Hyaluronic Acid
• Increasing synovial fluid levels of hyaluronic acid improving its
viscosity, and freedom of joint movement.
• Decreasing levels of prostaglandins improving pain relief,
• Having effects on these parameters for only 6 months.
• Expensive & painful injections.

24. Bridging the “Need” Gap
• No alternative therapy is available in the market for the
stimulation of collagen in joint cartilage of OA patients.
• Collagen Hydrolysate is the only product which helps restores
joint cartilage through chondrocyte stimulation.
• Whereas supplements like glucosamine and chondroitin
sulphate acts only on proteoglycans stimulation and lack action
on Collagen regeneration.

25. Role of Collagen Hydrolysate
• >90% of orally administered Collagen is digested and
absorbed in 6 hours after ingestion.
• Collagen stimulates the anabolic phase of the cartilage matrix
turnover by acting on chondrocytes.
• Collagen increases the concentration of type II collagen and
proteoglycans through chondrocytes stimulation.

26. Role of Collagen Hydrolysate
• Collagen stimulates chondrocytes, which are responsible for
the maintenance of the extracellular matrix through cartilage
regeneration.
1st
Stage
2nd
Stage
3rd
Stage

27. Market Scenario

28. Anti - Arthritic market
• Total anti-arthritic preparation market is Rs 218 Cr.with a growth of 26%.
• A very homogenous market with many different combinations prevailing in this
market
• Glucosamine/combinations are Rs 80Cr market growing at 18%.
MOLECULES
VALUE-
MAT_APR_12 MS% GR%
UNITS-
MAT_APR_12
M05B-ANTI-ARTHRITIC PREP. Solids Mkt
2302.2 100.0 21.7 19573.8
ADEMETIONINE 528.5 23.0 63.5 1735.4
GLUCOSAMINE 186.8 8.1 18.6 1611.0
Glucosamine Combination 1042.5 45.3 34 10101

29. Collagen Hydrolysate Market
• Collaflex on active promotion by sanofi.
• Zedfit launched later has also gained momentum with >40% growth.
Dataset: IMS SSA Feb’12
Val in Lacs
PRODUCT DESC VAL MAT ~ 04/2012 % M.S % GR
ALL INDIA 49,614,381 100.00 29.21
COLLAFLEX S0F 49,250,615 99.28 29.74
ZEDFIT TAB 25,953 0.68 999.00
GELFIX AMB 2,032 0.00 233.66

30. Competitor Regional Saliency
Dataset: IMS SSA Feb’12
Val in Lacs
Regions
Val
Rs. L M.S. % G.R.
Val
Rs.L M.S. % G.R.
Val
Rs.L M.S. % G.R.
Total 659 100.00 33.02 481 73.09 31.13 174 26.44 41.93
KOLKATA 99 15.08 28.26 66 13.80 19.90 33 18.89 49.28
DELHI 89 13.50 97.98 83 17.31 99.20 6 3.22 85.11
MUMBAI 78 11.84 5.39 72 14.91 4.55 6 3.57 19.57
UTTAR PRADESH 65 9.91 13.95 49 10.17 4.03 16 9.12 69.03
WEST BENGAL 54 8.17 57.48 29 6.00 26.66 25 14.33 119.24
ORISSA 48 7.34 59.56 41 8.44 64.02 8 4.45 39.66
MAHARASHTRA 44 6.69 80.85 38 7.90 73.72 6 3.38 159.72
BIHAR 31 4.71 31.38 21 4.41 80.22 10 5.63 -17.17
MADHYA PRADESH 24 3.66 10.06 18 3.75 25.66 6 3.22 -18.53
CHENNAI 22 3.35 85.12 16 3.40 70.84 6 3.29 146.07
ANDHRA PRADESH 21 3.16 -11.09 6 1.27 -50.55 14 8.20 41.67
PUNJAB/HARYANA 17 2.59 52.38 6 1.24 46.90 11 6.34 55.33
RAJASTHAN 16 2.36 17.35 8 1.74 16.66 7 3.82 12.88
KARNATAKA 14 2.08 -27.29 11 2.22 -20.86 3 1.70 -40.91
GUJARAT 13 1.92 11.35 9 1.83 -3.17 4 2.05 68.75
ASSAM 10 1.59 113.06 6 1.33 207.90 4 2.35 43.72
TAMIL NADU 8 1.15 25.33 1 0.28 98.37 6 3.51 18.28
KERALA 6 0.88 -5.83 0 0.00 0.00 5 2.93 11.78
Collagen Oral Mkt COLLAFLEX ZEDFIT

31. Observations
• CH market skewed to metros & class I cities, except
conservative market like chennai.
• 3 metros Mumbai, Kolkata, Delhi contributes more than 40%
to total CH market.

32. NOV-
FEB 11
NOV-
FEB 12
NOV-
FEB 11
NOV-
FEB 12
NOV-
FEB 11
NOV-
FEB 12
NOV-
FEB 11
NOV-
FEB 12
NOV-
FEB 11
NOV-
FEB 12
NOV-
FEB 11
NOV-
FEB 12
NOV-
FEB 11
NOV-
FEB 12
NOV-
FEB 11
NOV-
FEB 12
ANTIARTHRITIC AGENTS 20.9 21.4 2.5 2.3 78.9 77.1 6.9 7.7 43.8 46.4 5.3 3.6 34.9 39.2 2.0 2.0
GLUCOSAMINE + MICRONUTRIENTS 2.8 2.7 1.4 1.3 6.9 9.1 2.2 3.2 3.2 2.4 1.3 0.4
REWALK TAB[DYOTA NUMAND] 0.2 0.4 1.7 1.2 0.8 2.5 5.4 1.8
LUBRIJOINT PLUS TAB[WALLACE-LIFE] 0.3 0.3 1.2 1.4 2.1 2.4 1.7 1.6
CARTISAFE FORTE TAB[JENBURKT PH] 0.2 0.2 1 0.7 0.3 0.6 0.9 0.9
ADMINE TAB[ADLEY Lab] 0.1 0.1 0.7 0.7 0.6 0.9 2.4 0.4
ARTHAR TAB[ADMAC Ph.] 0.1 0.1 0.6 1.3
DIACEREIN+GLUCOSAMINE (S) 2.6 2 1.8 1.7 26.6 22.2 2.4 2.8 8.6 2.8 1.7 2.5 5.6 5.2 1.3 1.4
CARTIGEN DUO CAPS[PHARMED] 0.4 0.5 1.4 1.2 5.6 4 1.8 2.2 1.4 1.4
DURAJOINT-GM TAB[PHL-PAIN MAN] 0.3 0.5 1.7 1.4 3.2 6.5 1.9 1.6
CARTISAFE D TAB[JENBURKT PH] 0.2 0.2 1.2 1 1.9 1 1.2 0.6 1.2 1.1 3.4 0.9
HILIN- GM TAB[DRL--RHEU] 0.2 0.2 2.5 4 2.8 3.7 1.2 5.4
KONDRO ACUTE TAB[PBL-PROCARE] 0.3 0.2 1.8 2.4 6.3 4.9 1.9 2.7 1.7 3
CARTISAFE D OD TAB[JENBURKT PH] 0.1 1 0.7 0.7
COLLAGEN PEPTIDES 0.6 1 1.7 1.2 5.4 12.6 2.1 1.4
COLLAFLEX SACHET[UML] 0.5 0.6 1.7 1.4 3.4 9.1 2.1 1.5
ZEDFIT POWDER[TABLETS-PH.] 0.2 0.5 1.3 0.8 2.7 4.6 1.5 0.8
CARTIVIN POWD[GRANDIX Ph.] 0.7
COLLAGEN GEL[UML] 0.6
LEFLUNAMIDE 0.8 0.7 1.4 2 5.7 6.9 3 4 2.4 1.7 3.7 4.8 3.8 1
LEFRA TAB[TPL - VISTA] 0.3 0.3 2.4 1.6 2.9 4.8 4.4 1.8 2.4 1.7 3.7 4.8
LEFNO TAB[IPCA-ACTIVA] 0.2 0.2 0.6 2.2 1.5 1.9 0.6 4.7
CLEFT TAB[RBXY-ORTHOLA] 0.2 0.1 1.1 4.2 1.7 0.6 1 14.4 3.8 0.5
Per Cap
Rxer BASE
Per Cap
Rxer BASE
Per Cap
Rxer BASE
Per Cap
Rxer BASE
NEPHRO
NEURO
ORTHO
SPR
ANTIARTHRITIC AGENTS.: Rxer Base & Per Capita Rx R

33. Prescription Potential
• Positive Market trend.
• Rising incidence of osteoarthritis.
• Ortho becomes the target speciality.
• Prescriber base has jumped from 5.4% to
12.5% of orthos.

34. Market Trend
• The trend in this market has revealed that along with NSAIDs,
the supplements that are co-prescribed have a major share in
anti-arthritic prescriptions, especially at the orthopedic level.
• The need is to furnish with something that adds value and
benefit to the doctor & patient as well.

35. COLLAGEN HYDROLYSATE
Introducing

36. Introducing
GLUE: Greek word for Collagen
GEN : Repair and synthesis of joint cartilage

37. Packaging & Price
Packing : 10gm Sachet
Secondary packing : 10g X 5 sachet Carton
Tertiary Packing : 1 X 10 cartons
Suggested MRP: Each Sachet of 10gm Rs.52
PTS : Rs.35.88

38. •Interesting & Important Concept: Will help collagen synthesis which products like Diacerin
does not tackle
•Adjunct to Glucosamine and Diacerin combinations for a shorter duration during the
initiation of therapy is encouraging
•Chondrocyte stimulation with collagen will help faster built-up of cartilage
•Patients who do not respond to the above combinations can also be given Collagen
hydrolysate therapy
•Improve our armamentarium in Osteoarthritis
•Sachets is a good formulation-since all other treatment options are in tablet/capsule forms,
good for geriatric patients
Dr Harish Bende, Dr Amit Azgaokar, Dr Swapnil Shah, Dr Coutino, Dr D.Shrinivas, Dr K Reddy,
Dr Dilip Panchal,
KOLs feedback

39. Key Marketing Issues, Critical Success Factors &
Marketing Strategies
Page:4
•Targeting skewed markets initially through focus on select drs.
Marketing Strategies
•RTMs/PMS to address core prescribers in select cities
•Correct target identification
Critical Success Factors
•Communication – Selling through inferred logics
•Cost of therapy
Key Marketing Issues
•Dosage form since in liquid form, acceptance needs to be established
•Inadequate scientific support - Nutritional supplement

40. Marketing Objective
• Strengthening anti-arthritic product basket at ortho speciality
by offering unique product bridging existing gap of cartilage
synthesis in management of OA.

41. Positioning
Segmentation : Ortho rxing glucosamine combination
Target Audience :
Primary : 5
Secondary : 5
Indication
• Prevents progression of Osteoarthritis

42. Positioning
GLUGEN restores cartilage integrity
& retards OA progression
Positioning Statement
• Restores cartilage integrity by stimulating
collagen synthesis.
• Retards progression of OA by addressing
70% dry cartilage component.
• Treats root cause of inflammation –
Cartilage damage in OA
• Simple to use with palatable taste
Objective differentiation criteria
vs. competition *
GLUGEN offers maximum joint care as it
Helps restore cartilage & prevent further
Damage to cartilage In OA
Core messages
*: relevant to key factors driving the prescribing decision

43. Competitor Pricing
Brands Company Pack MRP Price Per tab
Orcerin GM Macleods 10's 155 15.5
Jointace -DN Meyer Organics 10's 155 15.5
Osteocerin Wanbury 10's 145 14.5
Durajoint-GM Abott 10's 120 12
Kondro Acute Panacea 10's 199 19.9
Rejoint Abott 10's 108 10.8
FreeFlex Universal 10's
Collaflex Universal 10gm 48 48
Zedfit Tablets India 150 gm 150 15
GLUGEN Ranbaxy 10gm 52 52
Collagen Hydrolysate
Glucosamine Combination

44. Communication

45. Communication Strategy
ORTHO
• A new introduction to repair & prevent further damage to
cartilage in OA.
• Collagen Hydrolysate is the only product focus on70% of
cartilage component
• Regenerates joint cartilage through chondrocyte stimulation,
whereas supplements like glucosamine and chondroitin
sulphate acts only on proteoglycans stimulation and lack
action on Collagen regeneration.
• Completes the anti arthritis therapy .

52. Prelaunch Plan
Doctor Selection
• To conduct an RCPA of 10 Dr/PSR which are Orthos/CPs.
• Dr. should be a prolific prescriber of Glucosamine, chondroitin,
combination brands.
• Dr.List should be in descending order with highest potential dr
at the top.

53. GLUGEN
SPIN Quiz
• Objective quiz for PSR based on basic medical & marketing
attributes of Glugen.
• Glugen Masters Quiz will be initiated from -1 month of launch
, hence basics will be acquainted before launch
meeting.(Already done in April’12)

54. Launch Plan

55. Promo Plan
FOCUS :
• Scientific communication with role of Glugen in OA
management
• Create Brand awareness .
• Provide hands on experience to few select Dr. across the
country….PMS (200 Drs from Jul’12)

56. Glugen Marketing Plan
PMS Trial
KOL
20
360 KBL
480 Early adopters
490 Balance KBL
1350
Honorarium
(1 symp /12 CME Spk./7
Panel Exp.)
+
Free samples for Glugen Patient care programme
BAT 2: Pen set,
Glugen Evidence
LBL-1/mth
6 Symposia(240Dr)
12 Casc. CME (240Dr)
Glugen
Evidence
Update
+
Focused
Phase PS
/ BAT 1
Kol/Del/Bang/Hyd/Chen/Mum
Pune/NGP/Jai/Chg/Lkw/Pat/B
BSR/Guw/Ahmd/ Jammu/Agra
Glugen
Evidence
Update
+
Exposure
Phase :PS

57. Strategic Promo Phasing
2.28
1.2
3.2
9.3
11.1
11.8
0
1.8
0
0.6
0
2
4
6
8
10
12
14
Q1'12 Q2'12 Q3'12 Q4'12 Q1'13 Q2'13
Objective
Prim
Sec
Exposure thru
VA to 2900 Dr
Conversion thru focus strategy
considering Obj. vs resources
Expansion thru Dr. No & Prod.launch
Dr.RCPA(Gluco
comb rxer
Online test to
PSR
Internal PSR launch
In clinic launch
LBL-2 types (10/PSR)
Patient Care Prog.
Early adaptor BAT
(2/PSR)
PS on demand from Dr.
LBL-8 types (10/PSR)
PMS Trial (360 Dr)
6 Metro Symposia (240Dr)
12 Cascading CME(240Dr)
RTM booklet (5/PSR)
Pat. Care Prog.
PS. on demand from Dr.
PMS trial (360 + 500 Dr)
Line Extension launch ( Collagen +
Gluco)
Increase target Dr.to 20/PSR
Launch
Phase
Focus
Phase
Expansion
Phase
Val in mio

58. Launch Plan
PMS TRIAL (June)
Objective :
To provide hands on experience in clinic to develop confidence
among KOL for GLUGEN.
Methodology:
Select 100 Dr/SM in each zone for conducting SEEDING TRIAL.
Send a letter from HO requesting Dr. to be part of the trial for
collagen.(May be meet personally)
Later SM handover invite for getting on board GLUGEN TRIAL.

59. PMS TRIAL
Feedback of all drs can be collected at the end of 1st , 2nd 3rd &
4th month an flashed in a newsletter circulated to targeted drs.
Similar PMS trial can repeated again with different set of Drs.
Participating Drs. Will receive an gift set worth Rs.5000 as
appreciation.
Drs will be invited to share their experience at the planned
CME.

60. PMS TRIAL Format

61. Early Adaptor BAT
Dessert Bowl Set (500)

62. CME Plan
Launch Meetings/Clinical Symposia At Customer Level in 6 Metros
& Cascading CME in 12 regions
Jaipur
Chandigarh
Lucknow
Ghaziabad
Guwhati
Patna
Ahmdbd
Pune
Ngpur
Cochin
Vijaywada
Ranchi
6cities
Each city
40 drs
Venue 5 Star Hotel
12 Cascading CME
20 Dr.
Other places one to one interaction
with doctors
SPEAKER : KOL/MEDICAL Dept.
Mumbai
Chennai
Bangalore
Delhi
Kolkata
Hyderabad

63. CME Plan
Objective: To create brand awareness through direct interface
with KOLs.
Methodology:
Each region will have one launch CME of Glugen in JULY’12.
Select Speaker & target Orthos in the region for the CME.
Pl share the CME details by 30th June .
Topic: New concepts in OA management

64. Promo Plan (6 month)
M1 M2 M3 M4 M5 M6
Print
(Collagen
absorbtion )
Print
(Collagen
MOA )
Print
(Reference
Kit)
Print
(Collagen
DGEMRIC
Trial)
Print
(Collagen
Pain relief )
Print
(Collagen
Increase
Cartilage
thickness)
(Desert Bowl
Set)
Flair Gold
(2 Pen Set) BAT
PS (200/RM) PS (200/RM) PS (200/RM) PS (200/RM) PS PS
PMS Trial 5
CME
1/RM
Print
(Collagen
absorbtion )
Print
(Collagen
MOA )
Print
(Reference
Kit)
Print
(Collagen
DGEMRIC
Trial)
Print
(Collagen
Pain relief )
Print
(Collagen
Increase
Cartilage
thickness)
PS (200/RM) PS (200/RM) PS (200/RM) PS (200/RM) PS PS
PMS Trial (800 Drs)
Sec
5
5
Prim
New Concepts in OA
Mgmgt-CME

65. Retail Availability Plan
 Select 1 leading retailer near targeted dr.(Total 10 retailer )
 Make 1box available at this retailer (5 sachets =
M.R.P.Rs.442.5). Total 10 box
 Take retailer stamp on Retail Availability Card.
 Give Retail Availability card to dr. when launching Glugen.

66. Retail Availability Card
Front
Back

67. Plus 2 sachet worth Rs.104 free on purchase of 30 sachets
MRP.
Rs. 52/sachet
Super Savings
Rs.14.33/sachet
Special Price
Rs.37.67/sachet
Total saving per month
Rs.533
Monthly saving on
Purchase of 30 sachet is
Rs.429
Monthly cost of
therapy Rs.1560 for 30
sachet
Cost per Sachet Rs.35
Rs.1130

68. Stockiest Availability Plan
• Metros
• Non-Metros : 10 Box/Stockiest
Mumbai
Ahmedabad
Pune
Chennai
Bangalore
Hyderabad
Delhi
Chandigarh
Kanpur
Jaipur
Kolkata
Guwahati
20 Box
/Stockist

69. Souvenir Prescription Contest
• Collect 1 souvenir prescription of Glugen from each targeted
dr during launch visit.
• Souvenir prescription needs to be faxed to HO on 022-
28947101 or mail at avinash.kesarkar@ranbaxy.com at the
earliest before 30th May’12.

70. Souvenir Prescription Contest
Rewards to be won as follows
1st Prize : 10 Glugen prescriptions (1/dr)
2nd Prize : 8 Glugen prescriptions (1/dr)
3rd Prize : 5 Glugen prescriptions (1/dr)

71. Glugen Patient Care Programme
Objective:
Since OA is a chronic therapy, prescriptions are for longer
duration.
To retain the patient on Glugen & ensure repurchase.
Methodology:
On every purchase of 30 Glugen sachets,2 sachet will be offered
free.
PSR contact details with doctor will help patient to contact him.
PSR on receiving the call will explain special offer to the patient
and if agreed, will deliver the stocks to patient.

72. FOR YOU?

73. Coffee Set

74. Glugen Promo Plan
Promo Plan PSR
No of
Dr/PSR Total Qty Apr May June Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr
Strategic Phases
Prelaunch
Phase
RCPA/Online test √
Field Launch Gift 290 1 350 √
VA 290 1 350 √ √ √ √
Print LBL 290 10 2900 √ √ √ √ √ √ √ √ √ √
Early Adopter BAT 12 40 480
Sample Launch phase 290 4 12400 √ √ √ √
Mass Sample 200 5 4000 √ √ √ √
PS.for Pat. 1 4645 46450 √ √ √ √ √ √ √ √ √ √ √ √
Reminder Card 290 10 2900 √
Patient Loyalty Sticker 290 1 290 √
BAT ( Pen Set) 200 10 2000 √
PMS Trial 12 30 1 √ √ √ √ √
BAT 200 5 1000 √ √
Symposium 6 40 240 √ √
Cascading CME 12 20 240 √ √
Exposure
Phase
Focus
Phase
Focus
Phase
Expansion
Phase

75. Quarterly Promo Costing
Particulars Q2'12 Q3'12 Q4'12 Q1'13
PSR Launch Gift 1.9 0.0 0.0 0.0
VA 1.0 1.0 0.0 0.0
Print LBL 0.5 0.9 0.9 0.9
Early adopter BAT 0.0 0.0 0.0 0.0
Sample Launch phase 4.3 0.0 0.0 0.0
Mass P.S 0.0 1.2 1.8 1.8
PS.for Pat. 0.0 3.1 4.6 4.6
Reminder Card 0.1 0.0 0.0 0.0
Patient Loyalty Sticker 0.1 0.0 0.0 0.0
BAT ( Pen Set) 1.2 1.2 0.0 0.0
PMS Trial 0.0 3.6 10.8 3.6
BAT 0.0 3.0 3.0 0.0
Symposium @ 40
Dr/Symp 0.0 0.0 8.2 0.0
Cascading CME @ 20
Dr/CME 0.0 0.0 2.8 0.0
Honorarium 0.0 0.0 0.1 0.0
Glugen Update Bklt 0.0 0.0 0.0 0.0
Total 9.1 13.9 32.2 10.9
Rs. In Lacs

76. Cost/ROI
1.8/27.9
KOL
20
360 KBL
480 Regular
prescriber
490 prescriber
1350
0.12/0.52
1.2/0.32
0.98/5.58L
0.05/1.74
Val in mios

77. Objective
30 sachets per month/patient (Dosage : 1 sachet/day)
16 patient/month
4-5 Drs. Required/HQ

78. THANK YOU
BEST OF SELLING