Company Introduction Marketing Plan Ofhcg & Hmg

Group Introduction Biogenist Pharma (Pvt.) Ltd.

Biogenist Pharma (Pvt) Ltd.

A Company Dedicated to Women Health Specially

Infertility Biogenist Pharma (Pvt.) Ltd.

Biogenist Pharma (Pvt) Ltd.

Biogenist Pharma (Pvt.) Ltd.

Mission

Bio

ma

r Pha ist gen

Biogenist Pharma (Pvt) Ltd. is dedicated to serve humanity especially in the segments of women health by bringing innovative and State-of-theart products to bring happiness and comforts in their life. Initially we were focused on the Segment of Obs & Gyne specially infertility. After setting Benchmarks of services & quality in the segment of Infertility, we will expend its operations and entering new segments of Pakistan Pharmaceutical Market with the aim of providing effective & economical medicines for the entire community

(Pv

td .

t.) L

Vision  

By 2012 Biogenist will be known to the Pr Practicing Gynecologists as a company caring the entire basic healthcare needs of a common person.

Biogenist Pharma

Biogenist Pharma (Pvt.) Ltd.

Our Working Spectrum

   All Infertility Centers of Pakistan • • • • • • •

Australian Concept Infertility Medical Center - Karachi Baqai Institute of Reproductive Sciences (BIRDS) – Karachi Sind Institute of Reproductive Medicine (SIRM) - Karachi Islamabad Clinic Serving Infertile Couples (Pvt) Ltd - Islamabad Infertility Services (Pvt) Ltd - Islamabad Gynecological Advisory Services - Islamabad Lahore Institute of Fertility & Endocrinology (LIFE) – Lahore

• • • •

Liaquat National Hospital (LNH) Aga Khan University Hospitals Armed Forces Institution of Pakistan Practicing Gynecologists

Biogenist Pharma (Pvt) Ltd. Operating in major cities of Pakistan • Karachi • Hyderabad • Quetta • Lahore • Multan • Bahawalpur • Faisalabad • Islamabad • Rawalpindi • Abbotabad • Peshawar

Biogenist Pharma (Pvt.) Ltd.

Marketing Plan 2010

HMG & HCG Biogenist Pharma (Pvt) Ltd.

Executive Summary 2010

With the increase in awareness about infertility and its management, simultaneously there is an increase in the growth of Gonadotropins market in Pakistan. The gynecologist in big cities has all the potential to prescribe expensive products like gonadotropins or progesterone like Cyclogest. The HMG market is growing day by day as doctors have good experience of using HMG e.g. HMG Massone and IVF-M which are already been marketed by Excel & L.G earlier. In the first phase Biogenist Pharma will identify those gynecologist who has used it in their practice. In the second phase we will create an awareness among gynecologist on the role of Highly Pure HMG as ovulation inducer through lectures program and product presentations . There are 11 IVF & 4 IVC centers in Pakistan how are using HMG

Biogenist Pharma (Pvt) Ltd.

2010

Market Review / Situation analysis Gonadotropins Market =

Rs. 921 million

(including FSH, LH, hCG & CC)

Unit

Value*

Growth

hMH

120000

174.1

173%

hCG

192000

335

7%

rFSH

50000

240

20%

Pure FSH

15000

13.9

-

544,000

158

5%

CC *Value in Millions

Biogenist Pharma (Pvt) Ltd.

3QRT/2008

2010

HMG in IVF Centers

IVF Centres of Pakistan There are Ten IVF Centres in Pakistan 7. Lahore institute of Infertility & Endocrinology –(LIFE) Lahore 8. Serge Med Infertility Care - Lahore 9. New Australian Concept Medical Centre - Lahore 10. Australian Concept Medical Centre – Karachi 11. Sindh institute of Reproductive Medicine – Karachi Biogenist Pharma (Pvt) Ltd.

2010

HMG in IVF Centers  Baqai Institute of reproduction and development Sciences

(Birds) Karachi 

New Australian Concept Medical Centre – Karachi



Saad Rana’s Infertility Clinic Islamabad



Infertility Services (Pvt) Ltd Islamabad



Islamabad Clinic Serving Infertile Couples (ICSI) Islamabad

 Note: New 4 IVF & 3 IVC centres are on the way Biogenist Pharma (Pvt) Ltd.

2010

Hormonal Injectable Preparations Available In Pakistan Market Products

Company

HMG Massone

Excel Healthcare Lab

Gonacor

Excel Healthcare Lab

Pregnyl

Organon

Purigon

Organon

Gonal-F

Hilton

IVF-M

LG

IVF-C

LG

Follimon

LG

Menogon

Ferring

Biogenist Pharma (Pvt) Ltd.

2010

Price Comparison HMG Brand Name

Company

Pack size

MRP

Menogon 75 IU

Ferring

1x1

700

HMG Massone100 IU

Massone

1x1

573

Humegon 75IU (Discontinued)

Serono

1x1

750

IVF-M 75 IU

LG

1x1

500

IVF-M 150 IU

LG

1x1

900

Biogenist Pharma (Pvt) Ltd.

2010

Price Comparison HCG Brand Name

Company

Pack size

MRP

Pregnyl 1500 IU

Organon

1x1

200

Pregnyl 5000 IU

Organon

1x1

700

Gonacor 5000 IU

Massone

1x1

573

IVF-C

1000 IU

LG

1x1

150

IVF-C

5000 IU

LG

1x1

500

Biogenist Pharma (Pvt) Ltd.

2010

Price Comparison FSH Brand Name

Company

Pack size

MRP

Puregon 50 IU

Organon

1x1

1700

Puregon 100 IU

Organon

1x1

3400

Fertinorm 75IU (Discontinued)

Serono

1x1

1050

Follimon 75 IU

LG

1x1

900

Follitrin 75 IU

Massone

1x1

900

Biogenist Pharma (Pvt) Ltd.

2010

Situation Analysis At present, there are many national & multinational companies serving the infertility segment. The Gonadotropins market is also showing an increasing growth trend. This is due to the increase in awareness of both doctors as well as the end users (the patients). According to data of 3ed QTR 2008 the total Gonadotropin market worth Rs. 921 million at a healthy growth rate of 16%. Keeping in view the increasing growth trend in the hormone market one can predict that there will be more business opportunities in future provided the services & introduction of new researched products. As far as HMG & HCG market is concerned, the market share is divided in to two players Massone by excel & LG market by Galaxy .

Biogenist Pharma (Pvt) Ltd.

2010

Market Segmentation: Biogenist Pharma (Pvt) Ltd will place HMG in the segment of infertility with a special reference HMG provides best quality of FSH & with LH form Highly pure Europeans source

Segmentation Strategy: Biogenist Pharma (Pvt) Ltd will provide solution to practicing gynecologist who has problems in dealing with oral medicine during infertility management. Biogenist Pharma (Pvt) Ltd.

Target Market: 2010

PCO is one of the most common endocrine disorders among women during their reproductive age. According to the survey conducted by Biogenist Pharma (Pvt) Ltd team, the incidence rate of infertility due to PCO is about 40% to 50% and thus MHG & HCG can be placed as a drug of choice.

Target Marketing Strategy: As infertility is a niche segment we will adopt a concentrated marketing strategy according to… • Company resources availability • The degree of product acceptance • Product life Cycle stage • Competitor’s marketing strategy

Biogenist Pharma (Pvt) Ltd.

2010

Market Positioning Statement “HMG provides best quality of FSH & with LH for your Clomiphene Resistant patient where you need safe and effective therapy at economical price .”

Indication

• Ovulation Induction in Ovulatory Patients • Anovulatory Cycles • Recurrent Miscarriage of Endocrine Origin • Male Infertility • Assisted Fertilization in IVF Centers

HMG The mainstay in Ovulation Induction •HMG Confirms the growth & recruitment process of folliculogenesis. •HMG Regulates the aromatization process through LH. •HMG Ensures a competent oocyte & improve fertilization rate.

SWOT ANALYSIS

2010 Strengths

• Good penetration in the segment of Gyne / Obs & IVF Centers • A product from Highly

pure Europeans source in field of

gonadotropins. • Strong Distribution network, Presence in major cities of Pakistan • Trained field force.

Weakness • HMG & HCG is Urinary Gonadotropin while rFSH is more popular among IVF & IVC gynecologists •Poor socioeconomic condition. ( High Price) • Less Awareness among General gynecologists about Gonadotropin Biogenist Pharma (Pvt) Ltd.

2010

SWOT ANALYSIS (Cont…) Opportunities •Growing Market & acceptance for new research products. • Increasing awareness among the patients for the treatment of infertility. • Less focus of competitor in street business. • Biogenist Pharma (Pvt) Ltd image as a company dedicated to women health. • More IVF Centers are expected to be functional in the near future.

Threats • Strong competition from Multinational & National like Organon and Branded Generic Companies in IVF Centers. • Government Policies against imported products. • Threat of mergers and collaboration at level of principal.

2010

Objective:

HMG & HCG

To establish HMG & HCG as drug of choice in cases of infertility management among practicing gynecologist. Qualitative: To create awareness among gynecologist about the safe and effective use of HMG & HCG in the cases of ovulation induction Quantitative (Forecast): Product Year 1 HMG 75 IU 24000 HCG 5000 IU 60000 FSH 75 IU 5000 Marketing Strategy

Year 2 36000 120000 7000

Year 3 48000 180000 10000

• To identify those gynecologists who are already aware of using pure FSH • To identify and convince practicing gynecologist about the use of HMG & HCG through awareness programs

2010

Tactical Plan Pre launch Activities • Doctor List • Teaser and Introductory letter to doctors / Pharmacies • Development of training / promotional material • Availability at retail shop level ( Selected) Awareness Programs • Launching conference: • Speaker: • Participants

Karachi Dr. Shaheen Zafar A Class IVF Gynecologists

• Launching Conference • Speaker: • Audience:

Lahore Dr. Saqib Siddiiq IVF Gynecologist

•Launching conference: •Speaker: •Participants

Rawalpindi /Islamabad Dr. Saad Rana / Dr. Naseem Ashraf A Class IVF Gynecologists

Biogenist Pharma (Pvt) Ltd.

2006

Tactical Plan (Cont…) Awareness Programs (Cont…) • • •

Launching Conference Speaker: Audience:

Peshawar Dr. Naseem Ashraf A Class Gynecologist

• • •

Launching Conference Speaker: Audience:

Quetta Dr. Shaheen Zafar A Class Gynecologist

Other Post Launch Activities: • • • • •

RTM’s Product presentation Symposia / Seminar Participation in Annual Conference Ward Program

Training of Field Force. (Product and Skills) •

Launching conference on Regional level

Biogenist Pharma (Pvt) Ltd.

Promotional Plan

2010 Objective: • • •

To establish HMG & HCG as a product of choice among those gynecologist who have awareness about the use of Clomiphene . To identify & convince practicing gynecologist who are using other treatments for infertility through awareness programs To generate sales of HMG in IVF - Centers

Strategies Phase I In all the regions and districts field force will provide a list of Customers who are treating infertility or willing to use & keep their promotional focus to listed doctors. Phase II The field force will identify future potential customers and HMG & HCG promotion will start through a round table meeting / local speaker program.

Biogenist Pharma (Pvt) Ltd.

2010

Drug Manual and Training Content 1. Reproductive System 2. Hypothalamic Pituitary Ovarian Axis 3. The Biosynthetic Pathway for Estrogen 4. Two Cell Two Hormone Theory 5. Disease Concept •Polycystic Ovarian Disease •Hyperinsulinemia •Obesity •Hirsutism •Infertility

10.Ovarian Stimulation Protocol with Follitrin in PCO 11.Product Profile Biogenist Pharma (Pvt) Ltd.

2010 HCG Launch Schedule Launching / Training Conference

Pre-Launch Activities: •

Training / Product Manual

•

Reprints & Studies

•

Literature Printing

•

Doctor’s List accomplishment

•

Visit & Discussion with IVF doctors to understand the role and usage of HMG, HCG & FSH

Biogenist Pharma (Pvt) Ltd.

2010

Biogenist Pharma (Pvt) Ltd.