Company Introduction Marketing Plan OfHCG & HMG

GroupIntroductio

nBiogenist Pharma (Pvt.) Ltd.

A Company Dedicated to

Women Health

Specially

Infertility

Biogenist Pharma (Pvt) Ltd.

Biogenist Pharma (Pvt.) Ltd.



Mission

Biogenist Pharma (Pvt) Ltd. is dedicated to serve humanity especially in the segments of women health by bringing innovative and State-of-the-art 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

Biogenist P

harma (P

vt.) Ltd.

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.


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

Biogen

ist Ph

arma (P

vt.) Ltd

.

Operating in major cities of Pakistan

• Karachi• Hyderabad• Quetta• Lahore• Multan• Bahawalpur• Faisalabad• Islamabad• Rawalpindi• Abbotabad• Peshawar



Marketing Plan 2010

HMG & HCG


Executive Summary

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

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 -

CC 544,000 158 5%

*Value in Millions 3QRT/2008

2010


IVF Centres of Pakistan

There are Ten IVF Centres in Pakistan

1. Lahore institute of Infertility & Endocrinology –(LIFE)

Lahore

2. Serge Med Infertility Care - Lahore

3. New Australian Concept Medical Centre - Lahore

4. Australian Concept Medical Centre – Karachi

5. Sindh institute of Reproductive Medicine – Karachi

HMG in IVF Centers2010


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

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

2010


Price Comparison HMG

Brand Name Company Pack size MRP

Menogon 75 IU Ferring 1 x 1 700

HMG Massone100 IU Massone 1 x 1 573

Humegon 75IU Serono 1 x 1 750(Discontinued)

IVF-M 75 IU LG 1 x 1 500

IVF-M 150 IU LG 1 x 1 900

2010


Price Comparison HCG


Pregnyl 1500 IU Organon 1 x 1 200

Pregnyl 5000 IU Organon 1 x 1 700

Gonacor 5000 IU Massone 1 x 1 573

IVF-C 1000 IU LG 1 x 1 150

IVF-C 5000 IU LG 1 x 1 500

2010


Price Comparison FSH


Puregon 50 IU Organon 1 x 1 1700

Puregon 100 IU Organon 1 x 1 3400

Fertinorm 75IU Serono 1 x 1 1050(Discontinued)

Follimon 75 IU LG 1 x 1 900

Follitrin 75 IU Massone 1 x 1 900

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 .

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.

2010


Target Market:

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

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 .”

2010

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

HMG The mainstay in Ovulation Induction•HMG Confirms the growth & recruitment process of HMG Confirms the growth & recruitment process of

folliculogenesis.folliculogenesis.

•HMG Regulates the aromatization process through LH.HMG Regulates the aromatization process through LH.

•HMG Ensures a competent oocyte & improve fertilization HMG Ensures a competent oocyte & improve fertilization

rate. rate.

HMG Significantly reduces miscarriage rates.HMG Significantly reduces miscarriage rates.

SWOT ANALYSIS

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

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

HMG & HCG Objective:

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 Year 2 Year 3

HMG 75 IU 24000 3600048000

HCG 5000 IU 60000 120000180000

FSH 75 IU 5000 7000 10000 Marketing Strategy• 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: Karachi• Speaker: Dr. Shaheen Zafar• Participants A Class IVF Gynecologists

• Launching Conference Lahore• Speaker: Dr. Saqib Siddiiq• Audience: IVF Gynecologist

•Launching conference: Rawalpindi /Islamabad•Speaker: Dr. Saad Rana / Dr. Naseem Ashraf•Participants A Class IVF Gynecologists

2010


Tactical Plan (Cont…)

Awareness Programs (Cont…)

• Launching Conference Peshawar• Speaker: Dr. Naseem Ashraf• Audience: A Class Gynecologist

• Launching Conference Quetta • Speaker: Dr. Shaheen Zafar• Audience: 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

2006


2010

Promotional Plan

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 IIn 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 IIThe field force will identify future potential customers and HMG & HCG promotion will start through a round table meeting / local speaker program.


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

6. Ovarian Stimulation Protocol with Follitrin in PCO

7. Product Profile

•Polycystic Ovarian Disease

•Hyperinsulinemia

•Obesity

•Hirsutism

•Infertility


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


2010


Documents

Company Introduction Marketing Plan OfHCG & HMG