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1
STRICTLY CONFIDENTIAL
Brand Name: Zelmac®Country:Middle East ( KSA, RO Gulf, RO Levant)C4 Local Brand Plan 2004Lite Deck, CEMEA Version
Confidential
2
C4 Insights Summary
C4 Local Brand Plan “Roadmap”
Executive SummaryMarket
Analysis & SWOT
Marketing Mix & Execution
Sales, Investment, Brand ROI
Key Issues
Key Messages & A-B Shift
Brand Strategy
KPI’s
Confidential
3
C4 Insights Summary
C4 Local Brand Plan “Roadmap”
Executive SummaryMarket
Analysis & SWOT
Marketing Mix & Execution
Sales, Investment, Brand ROI
Key Issues
Key Messages & A-B Shift
Brand Strategy
KPI’s
Confidential
42
Zelnorm C4 Brand Plan – Executive Summary
• Vision
• Establish, grow and sustain market leadership in GI disorders including IBS, CC, Dyspepsia and GERD* (combination treatment)
• Positioning
In IBS-C, Zelmac is the most effective first line Rx treatment for abdominal pain, bloating, constipation (ABCs) because it is the only
drug that regulates motility, visceral sensitivity, and intestinal secretion throughout the GI tract
Confidential
5
Zelnorm C4 Brand Plan – Executive Summary
• Brand Strategy
• Symptom based approach to rapidly penetrate & expand several IBS markets in the ME region
• Ensure a positive re-enforcement by GI segment
• Expand to “potential “ PCP and help diagnose
• Invest in patient education and utilize PR to familiarize public with the condition and availability of new treatment
• Top activities in 04/05
• Launch to PCP audience in all ME markets
• Build KOL base by involving them in PCP education and PR activities
• Ensure an disease education and PR coverage on brand create a call for action at patient level
Confidential
6
C4 Insights Summary
C4 Local Brand Plan “Roadmap”
Executive SummaryMarket
Analysis & SWOT
Marketing Mix & Execution
Sales, Investment, Brand ROI
Key Issues
Key Messages & A-B Shift
Brand Strategy
KPI’s
Confidential
7
Private Market IBS: Total ME Value 26.086 (000) USD Growth:+10.2%
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
2002 2003 2004(est.)
KSA
UAE
Leb
Jor
Confidential
8
Market Overview
• From limited market research in the area and focus groups conducted in 2003/2004
• We are aware that:
• IBS is the number #1 condition for visits at the GI clinic
• Doctors do not consider the syndrome as “serious”
• A diagnosis of exclusion is used in most cases rather than positive diagnosis
• Patients indulge in “doctor shopping” to solve their problems
• Level of satisfaction with traditional therapy is relatively high in some markets -
Confidential
9
Consumer Segmentation & Targets
Extremely Bothered & Dissatisf ied
Social ly Inhibited/Low Esteem
Open & Pro-ActivePosit ive Natural Treater
Dr./Rx Avoider
Live With It
Source: adapted from global WW Plan
•Target Segments
• Women/ men age 30-50
Confidential
10
Physician Segmentation & Targets
Frustrated &Dissatisf ied
22%
Empathetic
18%
Lifestyle Treater
23%
Live With It
18%
Out Of Touch
19%
Source: Lieberman Research Inc., August 2000
•Target Segments
• GI segment is the primary target
•PCP is the secondary and includes IM/ FM , GP and GYN
Zelmac/Zelnorm Global IBS Brand Book: Feb 04
11
STRICTLY CONFIDENTIAL
Environment Overview
Confidential
12
Drivers of Prescribing Behavior
• GE specialists are the driving force behind prescription*
• Self medication is generally high§
• Inclusion in Social Security/ insurance affects physicians choices
• Level of satisfaction with fibers and antispasmodics is generally high – this is linked to a high loss of patients to follow up, they do not get feedback when treatment fails
• Traditional therapies are used as first line treatment in most cases this is because they are ingrained in physicians’ mind as the standard of care, perceived as safe, and inexpensive
• Pharmacists dispense cheap brands OTC and influence patients of lower socio-economic class who seek their advise
*Pharmacy feedback and load estimates
§Market research – IPSOS Lebanon
Confidential
13
Key Planning Assumptions: KSA
• Positive uptake from GI segment/ support and buy-in
• No exclusion from the National Insurance List due to relative price
• PR creates public demand – patients gain awareness on availability of new drug on the market
• Introduction in Governmental sector in 2005
Confidential
14
Key Planning Assumptions: Levant
• Positive uptake from GI segment/ support and buy-in
• Inclusion in Social Security in Lebanon
• Improved Zelmac’s value proposition (Exp. From Global data)/ cost effectiveness data
• PR creates public demand – patients gain awareness on availability of new drug on the market
Confidential
15
Key Planning Assumptions
• Please insert free text & data as required & delete this line
Confidential
16
Market share (%)
0
5
10
15
20
25
30
Zelmac 4.0
Duspatalin 23.3 26.6 23.7
S copinal 7.0 8.7 9.1
B uscopan 11.6 8.4 8.0
Duphalac 7.6 7.4 7.6
Agiolax 5.8 5.9 6.3
MAT/June 02 MAT/June 03 Es t 2004
Market Share & Share of Voice: CPO KSA
• Source: IMS Sales PADDS and CAM Promotional expenditure
SOV( %)
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
Zelmac 0.0% 0.0% 40.4%
Duspatalin 83.0% 83.0% 49.6%
Duphalac 17.0% 17.0% 10.0%
2002 2003 2004
•Data on SOV is incomplete
Confidential
17
Market share (%)
0
2
4
6
8
10
12
14
16
18
20
Duphalac 14.3 15 18.2
B uscopan 18.6 18.9 16.4
Duspatalin 15.1 15.7 15.9
Zelmac 0 1.2 6.3
Dulcolax 9.3 9.3 7
MAT/June 02 MAT/June 03 MAT /June 04
Market Share & Share of Voice: CPO GULF
• Source: IMS Sales PADDS and CAM Promotional expenditure
SOV( %)
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
Duphalac 19.3% 18.0%
B uscopan 25.6% 12.0%
Duspatalin 38.6% 26.0%
Zelmac 0.0% 26.0%
Dulcolax 2.9% 18.0%
MAT/June 03 MAT/June 04
•Key takeaways:
Gain has been primarily from Buscopan and Dulcolax
Confidential
18
Market share (%)
0
2
4
6
8
10
12
14
Duphalac 10.9 12 11
Duspatalin 12.2 9 9
B uscopan 9.6 7 7
Dulcolax 6.6 6 7
Zelmac 0 0 3
Mat June 02 Mat June 03 Mat June 04
Market Share & Share of Voice: Lebanon
SOV( %)
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
Dulcolax 19.3% 19.6%
Dusptalin 25.0% 33.0%
Duphalac 17.0% 17.0%
B uscopan 8.0% 9%
Zelmac 0.0% 22.00%
MAT/June 03 MAT June 04
•Solvay is by far the most established in the Market with two brands they hold position 1 and 2
•Highly fragmented market and most drugs are OTC /used in other indications
•SSRI are widely promoted in IBS- not considered in the Market Place
Confidential
19Source of BusinessFrom Where Do We Gain & to Whom Do We Lose Patients
• Main Business today comes from GI specialists – decision is made based on disease severity and sensitivity to price
• The main reason for loss of Rx is price followed by the natural tendency of IBS patients to stop medications (waxing and waning nature)
• We loose patients either to no therapy or cheaper alternatives ( Duspatalin , Librax, etc) that are given off the counter-
• Source: local panel as available
Confidential
20
Competitor Analysis Summary
Products
Key Messages
Antipsam
odics:Dice
tel/Duspatalin
Laxatives: non-soluble
Digestive E
nzymes
Tricyclic A
ntidepressants
SS
RI: C
ipram
Prozac
Laxatives
Effective on all the pain and bloating
Effective on BM’s and consistency
Safe and tolerable
Convenient NA
Improves overall well- being
Compelling and extensive
evidence
Clear and extensive
evidence
Clear butnon extensive
evidence
Negative evidence
Weak or fragmented
evidence
Confidential
21
Perceived Differential Advantage Analysis
Product Differential advantage
Current gap/ perception Ability to Influence
Works on all three symptoms (ABC)
A large proportion of MD’s feel that they have to focus on the most annoying symptom and treat, most int. guidelines support the approach
Medium
Works on the underlying reason for the condition
Support for effect on pain is weak and complicated
Medium
Safe Last FDA update has caused some doubts on safety
High
22
STRICTLY CONFIDENTIAL
Source:
JNC7, AHA Heart & Stroke Update, Pfizer Facts, Datamonitor
Synthesized by GMIA, Basel
Patient Flow
Confidential
23
ME – Patient Flow Summary (Part I)
80,000 IBS80,000 IBSC-IBS C-IBS 80,000 IBS80,000 IBSC-IBS C-IBS
50,000 pts50,000 ptsD-IBSD-IBS50,000 pts50,000 ptsD-IBSD-IBS
175,000175,000Seek medicalSeek medicalHealthHealth
175,000175,000Seek medicalSeek medicalHealthHealth
525,000 525,000 Do not seekDo not seekMedical Medical healthhealth
525,000 525,000 Do not seekDo not seekMedical Medical healthhealth
150,000 pts150,000 ptsAlternativeAlternativeMedicineMedicine
150,000 pts150,000 ptsAlternativeAlternativeMedicineMedicine
150,000150,000Consult Consult pharmacypharmacy
150,000150,000Consult Consult pharmacypharmacy
700,000700,000 patients patients Aware of IBSAware of IBS
700,000700,000 patients patients Aware of IBSAware of IBS
700,000700,000 Patients Patients unawareunaware
700,000700,000 Patients Patients unawareunaware
1.4 mio1.4 mioPotential FPotential Fpatientspatients
1.4 mio1.4 mioPotential FPotential Fpatientspatients
9.37 mio9.37 mioFemalesFemales9.37 mio9.37 mioFemalesFemales
11.9 mio11.9 mioMaleMale11.9 mio11.9 mioMaleMale
IBS proneIBS pronePopulation Population In ME In ME (adult (adult population)population)
IBS proneIBS pronePopulation Population In ME In ME (adult (adult population)population)
600,000600,000potential ptspotential pts600,000600,000potential ptspotential pts
21.1 mio Adults
45,000 pts45,000 ptsA-IBSA-IBS45,000 pts45,000 ptsA-IBSA-IBS
GE
GP
FM/ IM
225,000225,000Suffer in Suffer in SilenceSilence
225,000225,000Suffer in Suffer in SilenceSilence
120,000 120,000 DrugDrugTreatedTreated
120,000 120,000 DrugDrugTreatedTreated
30,000 30,000 Referred Referred To DocsTo Docs
30,000 30,000 Referred Referred To DocsTo Docs
All CPO’s major countries included: KSA,UAE,Lebanon, Jordan, Kuwait
Key GO
Secondary GO
Confidential
24
80,000 IBS80,000 IBSC-IBS C-IBS 80,000 IBS80,000 IBSC-IBS C-IBS
50,000 pts50,000 ptsD-IBSD-IBS50,000 pts50,000 ptsD-IBSD-IBS
45,000 pts45,000 ptsA-IBSA-IBS45,000 pts45,000 ptsA-IBSA-IBS
50,00050,000Diagnosed Diagnosed 50,00050,000Diagnosed Diagnosed
30,000 30,000 Mis-Mis-diagnoseddiagnosed
30,000 30,000 Mis-Mis-diagnoseddiagnosed
40,000 Drug40,000 DrugTreatedTreated40,000 Drug40,000 DrugTreatedTreated
10,000 No 10,000 No DrugDrugManagementManagement
10,000 No 10,000 No DrugDrugManagementManagement
15,000 15,000 satisfiedsatisfiedWith currentWith currentMedicationMedication
15,000 15,000 satisfiedsatisfiedWith currentWith currentMedicationMedication
25,000 dis25,000 disSatisfied dueSatisfied dueTo efficacyTo efficacyOr tolerabilityOr tolerability
25,000 dis25,000 disSatisfied dueSatisfied dueTo efficacyTo efficacyOr tolerabilityOr tolerability
Antispamodics
Laxatives
Antiflatulents
SSRI/ TCA
4,000 Seek4,000 SeekOther medicalOther medicalOpinionOpinion
4,000 Seek4,000 SeekOther medicalOther medicalOpinionOpinion
4,0004,000Do not seek Do not seek OtherOther opinionopinion
4,0004,000Do not seek Do not seek OtherOther opinionopinion
ME – Patient Flow Summary (Part II)
15,000 seek15,000 seekOther Other MedicalMedical opinionopinion
15,000 seek15,000 seekOther Other MedicalMedical opinionopinion
10,000 do10,000 doNo SeekNo SeekOther medicalOther medicalOpinionOpinion
10,000 do10,000 doNo SeekNo SeekOther medicalOther medicalOpinionOpinion
6,0006,000CompliantCompliant6,0006,000CompliantCompliant
9,0009,000Non-Non-compliantcompliant
9,0009,000Non-Non-compliantcompliant
10,000 pts10,000 ptsRe-seekRe-seekMedicalMedicalopinionopinion
10,000 pts10,000 ptsRe-seekRe-seekMedicalMedicalopinionopinion
20,000 pts20,000 ptsDo not Do not re-seekre-seekMedicalMedical opinionopinion
20,000 pts20,000 ptsDo not Do not re-seekre-seekMedicalMedical opinionopinion
Confidential
25
SWOT Analysis
Strengths
• Evidence of efficacy on multiple symptom relief – 3 symptoms / 1 drug for the treatment of IBS
• Only product to demonstrate some evidence for effects on bloating
• Rapid onset of effect
• MoA linked to pathophysiology of IBS
• Partial agonist – reduces risk of extreme SE
• High level of patient satisfaction once treated
• Good safety and tolerability profile lack of SAEs
• safety in D-IBS demonstrated
Weaknesses
• Perceived safety concerns related to delay in FDA approval
• Weak evidence to link MoA to pathophysiologyy of IBS
• Weak evidence in abdominal pain and bloating
• High placebo response rates in studies
• Marginal efficacy delta from placebo
• perceived poor risk/benefit
• Limited evidence in males and IBS-A
• Limited evidence in alternators
• Lack of active comparator data
Opportunities
• Large patient pool with high level of unmet clinical needs
• Large non presenting patient pool
• First in market. Entry advantage can shape the category by establishing symptom based approach
• Lack of ownership of science of IBS
• IBS patients are currently poorly managed
• Unexplored potential for suppressive therapy in IBS
Threats
IBS is viewed as a non-serious condition thus ‘costly” treatment is avoided
Insurance companies will most likely try to reduce/control prescription
Treatment period- remains unclear or inreasonable
Confidential
26
C4 Insights Summary
C4 Local Brand Plan “Roadmap”
Executive SummaryMarket
Analysis & SWOT
Marketing Mix & Execution
Sales, Investment, Brand ROI
Key Issues
Key Messages & A-B Shift
Brand Strategy
KPI’s
Confidential
27
Physician & Patient Key Insights – IBS-C: Summary
Patients: Want to feel better but are frustrated• IBS has a negative impact on patients’ quality of life• Existing treatments do not provide satisfactory relief because they may only address one symptom, may worsen
others• Patients are frustrated with their IBS because doctors do not take them seriously
• Physicians do not perceive IBS as a serious condition• Due to their lack of understanding of IBS, physicians are uneasy identifying and diagnosing. This can be time-consuming• Combinations of existing treatments are generally ineffective and this causes patients to repeatedly visit their physician• Physicians feel they are unable to provide IBS-C patients with satisfactory relief
Physicians: Frustrated when diagnosing and treating IBS
• Reinforce that IBS is a “serious” condition that has a significant impact (IMPACT MEDIUM TO HIGH)• Facilitate open communication between patient and physician to develop common/comfortable language that enables
diagnosis through education (IMPACT LOW)• Differentiate on multi-symptom relief (ABCs and MOA)• Continue to emphasize the superiority of Zelnorm in providing satisfactory relief
• Mitigate stigma associated with IBS and reinforce that IBS is a “real” condition that has a significant impact• Continue to emphasize the superiority of Zelnorm and drive additional patient demand via DTC/DTP• Facilitate open communication between patient and physician
Confidential
28
From local insights
• Specialists satisfaction with Traditional Rx is high due to loss to follow up
• Combination therapy is a common choice for GE specialists
• Patients rely heavily on self medication (see back up slide)
• Doctors do not initially believe that IBS affects the quality of life of patients suffering from IBS
• Doctors tend to place patients in mild- moderate or severe IBS based on the patient’s perception of his/ her condition
Confidential
29
C4 Insights Summary
C4 Local Brand Plan “Roadmap”
Executive SummaryMarket
Analysis & SWOT
Marketing Mix & Execution
Sales, Investment, Brand ROI
Key Issues
Key Messages & A-B Shift
Brand Strategy
KPI’s
Confidential
30
Growth Opportunities & Key Issues
Growth opp. Issue Priority
1. Increase Z use in presenting patients by reinforcing product safety (IBS-C, and CC, off-label use in males)
A. Zelmac differentiation vs. competition and strength of the value proposition 1
B. Poor adherence to dosing and dosing regimen (strengthening product efficacy on ABCs), mainly driven by the price of the drug and nature of the condition
C. physician recognition and diagnosis of IBS patients (MoA, Safety, Efficacy).
D. IBS is not recognised as a legitimate condition. Willingness to prescribe an “expensive” brand
E. Recognition of appropriate Z patients
F. CC Label not to be extended to CH
Confidential
31
Growth Opportunities & Key Issues
Growth opp. Issue Priority
2. Geographic expansion: maximise opportunity in KSA, Kuwait, Jordan and rest of Pharma Services
Optimization of current Field Force structures to allow for launch 2
Price sensitivity in smaller markets/ limits prescription
3. Increase volume patients via DTP-DTC/ Rely on PR
A. Understanding key triggers for the DTC, ( PCP& GI must be 80% on board to be able to recommend/prescribe Zelmac for appropriate sufferers)
3
B. Low IBS and Z awareness among sufferers, low motivation to consult specialistsc. Limited Reach of PR and heavy investment needed for DTC
4. Expand CC/FD/GERD
A. Consolidate in lower GI by launching Z into chronic constipation. CC not seen as an FGD
4
B. Prepare the upper GI market for future indications in FD, GERD and diabetic gastropathy. High barriers to entry and well entrenched competitors
C. Functional dyspepsia currently managed and diagnosed as GERD patients
Future GO’s based on Indications
Confidential
32
Growth Opportunities: Top Line Maximization
Growth Opportunity Potential Marketing Mix elements
Patients presenting at GI level
High GI QOL study
Pan Arab Congress
Stand Alone/ UEGW?
FF visits
Patients presenting at PCP level
Medium Educational series
ME Workshop
FF visits
Patients unaware of condition or new treatments
High PR Campaign
Off- label use in CC and other indications
Medium NA – Limited
Confidential
33
C4 Insights Summary
C4 Local Brand Plan “Roadmap”
Executive SummaryMarket
Analysis & SWOT
Marketing Mix & Execution
Sales, Investment, Brand ROI
Key Issues
Key Messages & A-B Shift
Brand Strategy
KPI’s
Confidential
34
Goal:1st line Rx Treatment for IBS-C
Symptom based approach to rapidly penetrate & expand toSymptom based approach to rapidly penetrate & expand to
several GI markets (IBS, CC, Dyspepsia, GERD)several GI markets (IBS, CC, Dyspepsia, GERD)Where We Are Today: The latest advancement in IBS-C
Where We Want to Be:The 1st Line Rx treatment for
functional GI disorders
Differentiate Z as first line Rx treatment vs.competition
Increase awareness on disease area and know –how at PCP level
Swiss approval in CC for ability to push indication
Successful launch in KSA
In IBS-C, Zelmac is the most effective first l ine Rx treatment for IBS-C abdominal pain, bloating,
constipation (ABCs) because it is the only drug that regulates motil ity, visceral sensitivity, and intestinal
secretion throughout the GI tract
Strengthen Z’s value proposition
Establish KOL base
Governmental introduction and inclusion in major LPO
LN Social Security inclusion
Confidential
35
C4 Insights Summary
C4 Local Brand Plan “Roadmap”
Executive SummaryMarket
Analysis & SWOT
Marketing Mix & Execution
Sales, Investment, Brand ROI
Key Issues
Key Messages & A-B Shift
Brand Strategy
KPI’s
Confidential
36
A-to-B Shift Strategy: IBS (MDs)
Physician does not recognize IBS
Physician does not proactively diagnose IBS-C
Physician diagnoses IBS-C and treats with diet/lifestyle and single-symptom therapies
Physician uses Zelmac first-line for all appropriate patients
STEP # 1
STEP # 2
STEP # 3
STEP # 4
Physician uses Zelmac in some, not all, appropriate patients
Confidential
37
A BSuggested location in the Zelmac Global A-B
Marketing Mix by target segment in the Global A-B
These doctors are sceptical of this syndrome and consider it as psychosomatic condition
Call Objective Profiling patients and diagnosis tools- link to the impact on QOL and supporting data
Patient profilesStep 1 - Patient profile needs to be linked to Disease Diagnosis- Outline Step 2 - those whose quality of life has been impacted and need medical care
This disorder really impacts ME people and affects their QOL
SI 4QOL Epidemiological Study
Learning the Art of dealing with this group of patients- Diet and lifestyle and patient care
SI1Educational Series
Real medical disorder, prevalent, associated with ABC, serotonin implicated, burden on sufferers and society
SI 1ME IBS Workshop
MessageLink to SIActivity*
Target segment description: Physician does not recognise IBS
Confidential
38
A BSuggested location in the Zelmac Global A-B
Marketing Mix by target Segment in the Global A-B
Physician refers ‘query-IBS-C’ patients to a specialist; worries they will misdiagnose organic disease; only gives a diagnosis of IBS-C after ruling out all other diseases
Call Objective Positive Diagnosis is possible
Patient profiles IBS-C patients
Rome II criteria, case studies Increase awareness on disease area
Dinner meetings/ Local events
Rome II criteria , a course in GIT to help deal with IBS in the end of the day
Increase awareness on disease area
Educational Series
Safe, confident, positive diagnosis possible through Identify, probe, eliminate
ME IBS Workshop
MessageLink to SIActivity*
Target segment description: Physician does not proactively diagnose IBS-C
Increase awareness on disease area and know –how at PCP level
Confidential
39
A BSuggested location in the Zelmac Global A-B
Marketing Mix by target Segment in the Global A-B
Physician diagnoses IBS-C and treats with diet/lifestyle and single-symptom therapies
Call ObjectivePersuade the doctor that although diet/lifestyle changes are important many patients still rely on medication for global symptom relief
Patient profiles IBS-C patients
No single agent can relieve the overall symptoms except Zelmac that can manage the ABC
S 1& 3Dinner meetings/ Local events
Learning the Art of dealing with this group of patients
S1 & S5Educational Series
Patients need Diet/life style changes in addition to medical treatment in most
SI 4FF Calls- Pt. Educational materials
MessageLink to SIActivity*
Target segment description: Physician does not proactively diagnose IBS-C
Confidential
40
A BSuggested location in the Zelmac Global A-B
Marketing Mix by target Segment in the Global A-B
Physicians prescribe for some but not all appropriate patients
Call ObjectiveUnderstand the reasons behind not prescribing Zelmac for all patients: three likely options are price, disease severity, or side effect profile / safety (less likely)
Patient profiles IBS-C patients
The value added by 5HT4 partial agonists extended to all patients
SI 5ME WS / Pan Arab
Samples help start more patients on a good drug and give them a chance for improvement SI 4Sampling
Patients need Diet/life style changesSI 4FF Calls- cost effectiveness date
MessageLink to SIActivity*
Target segment description: Physician does not proactively diagnose IBS-C
Confidential
41
C4 Insights Summary
C4 Local Brand Plan “Roadmap”
Executive SummaryMarket
Analysis & SWOT
Marketing Mix & Execution
Sales, Investment, Brand ROI
Key Issues
Key Messages & A-B Shift
Brand Strategy
KPI’s
Confidential
42
Calendarized Plan of Personal Promotion Program: CPO KSA
# Universe 1669# Target Doctors 1324
Current Y - # details to target doctors Budget - # details to target doctorsQ1/T1 Q2/T2 Q3/T3 Q4 Q1/T1 Q2/T2 Q3/T3 Q4
P1 310 307 347 363 335P2
P1 Eq.
SOV %
Totals2003 2004 2005
P1 6820 29744P2
P1 Eq.
SOV %
Field Force Productive FrequencyUniverse Tiers Tier Productive 2004 2005
Definition Size Frequency %attainmentGoal MAT Goal
Gastroentero. 113 Tier 1 50 33 95% 100%Tier 2 50 22 95% 100%
IM 1556 Tier 1 266 33 60% 90%Tier 2 958 11 30% 80%
Confidential
43
Calendarized Plan of Personal Promotion Program: Lebanon
# Universe 2930# Target Doctors 475
Current Y - # details to target doctors Budget - # details to target doctorsQ1/T1 Q2/T2 Q3/T3 Q4 Q1/T1 Q2/T2 Q3/T3 Q4
P1 220 409 500 415 286 286 226 256P2 0.5 1.75 2.25 1.5 0 0 0 0P1 Eq.SOV % 7 10 13 13 13 13 13 13
Totals2003 2004 2005
P1 535 5733 6567P2 1 23 0P1 Eq.SOV % 7 13 13
Field Force Productive FrequencyUniverse Tiers Tier Productive 2004 2005
Definition Size Frequency %attainmentGoal MAT Goal
GE Tier 1 43 22 95% 54% 95%220 Tier 2 122 11 90% 87% 95%
Tier 3
PCP Tier 1 53 22 95% 51% 98%2710 Tier 2 257 11 90% 70% 95%
Tier 3
Confidential
44
Calendarized Plan of Personal Promotion Programs: UAE
# Universe# Target Doctors 355
Current Y - # details to target doctors Budget - # details to target doctorsQ1/T1 Q2/T2 Q3/T3 Q4 Q1/T1 Q2/T2 Q3/T3 Q4
P1 77 135 132 140 146 150 130 156P2P1 Eq.SOV % 9.5% 17.8% 19.5% 19.5% 19.9% 19.0% 17.0% 19.0%
Totals2003 2004 2005
P1 308 2341 2910P2P1 Eq.SOV % 2.6% 16.6% 18.0%
Field Force Productive Frequency
Universe Tiers Tier Productive 2004 2005
Definition Size Frequency %attainmentGoal MAT Goal
Gasrto 22 Tier 1 10 22% 90% 81% 95%Tier 2 12 11% 80% 76% 90%
IM 101 Tier 1 21 22% 85% 70% 95%Tier 2 80 11% 80% 70% 90%
GPs 232 Tier 1 39 22% 70% 75% 90%Tier 2 293 11% 70% 72% 90%
Confidential
45
Calendarized Plan of Personal Promotion Program: Jordan
# Universe 1063 including GI, GPs, Ims & FMs# Target Doctors 80 04,05
Current Y - # details to target doctors Budget - # details to target doctorsQ1/T1 Q2/T2 Q3/T3 Q4 Q1/T1 Q2/T2 Q3/T3 Q4
P1 66 108 315 315 315 290P2P1 Eq.SOV %
Totals2003 2004 2005
P1 174 1235P2P1 Eq.SOV %
Field Force Productive FrequencyUniverse Tiers Tier Productive 2004 2005
Definition Size Frequency %attainmentGoal MAT Goal
GE 36 Tier 1 15 26 7% 95%Tier 2 21 12 3% 90%Tier 3
PCP Tier 1 10 24 95%Tier 2 34 12 90%Tier 3
Confidential
46
Calendarized Plan of Promotion Programs
YEAR: 2005
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
ME Workshop • 15 docs Levant ,32 KSA, 10 Ro Gulf
Pan Arab- Lebanon • 150 docs Levant , 25 KSA, 10 Ro Gulf
PMS Study/ QOL study
Stand Alone meeting
PR Activity • Patient education and coverage
Cancelled
PMS in KSA
QOL study in Levant and Ro Gulf