Kumar Shuvrojjwal SAMPADAssistant Manager, Strategic Brand Management DepartmentBangladesh PharmaceuticalsCurrent The ACME Laboratories Ltd.Previous Janssen Pharmaceutica, 

Servier, General Pharmaceuticals Ltd

Me as a marketer & strategy maker

Within the market, the brand moves ahead only because of the STRATEGYSTRATEGY and my role is there just like ““the a man behind the a man behind the machine”the machine”

Brand X

Epidemiological Map or patients

funnel

Buying process

Market Definition

Identification of Leverage points

Leverage point wise Key initiatives and engagement model with KOL and KBL

Mainstream work Supportive tools

• IMS data• Market Survey• SWOT• In house sales data• Prescription analysis• Major Trends by

Stakeholders• Competitive

Landscape

Activity 1 Activity 2 Activity ..

Sales is the result of a successful business model

My work starts from here

Population156 MN

Prevalent Population (0.17%) 0.26 MN

Urban Vs Rural78 K vs 182 K

Healthcare Access(60% vs 40%)

Urban Vs Rural46 K vs 72

Diagnosed AS (50%)Urban Vs Rural

23 K vs 36 K

Bioeligible (0.5%)Urban Vs Rural

118 vs 182

TOTAL300

Objective for Brand X in 2016

150

A sample of Epidemiological Map or patients funnel

A confidence number

based on the funnel

A sample of buying process analysis

It is a simplest model, actual

things becomes more complex

Brand XBrand X

Leverage Point Behavioral ObjectiveOrigination

Presentation

Evaluation/Diagnosis

Treatment Choice

Brand Choice

Compliance/Persistence

1. Efficacy & Safety

Brand X is considered by the physicians as the most

efficacious and safest brand for treating AS over other Anti-

TNFs

2. Under diagnosed by the

GPs

Patients with low back pain are referred to the

rheumatologists/ortho as soon as possible

3. Late initiationBrand X is initiated early based

on the guidelines and as DMARD can’t help

External1. Product Presentation2. Advisory Board Meeting3. Referral meetings4. Live Webinar5. Education Program (with patients/caregivers)6. Day Celebration7. Special one to one meeting8. Small group meeting or shared meeting (for other leverage points)9. Regular sales call with promo materials designed under specific campaign module10.International and Local Congress11.And so many things…

Internal1. In house competition (FF motivation)2. Rapport build up with KOL and KBL as much as possible

Key Initiatives for engagement model

COVERSYL ADM 2014 COVERSYL ADM 2013 NATRILIX SR ADM 2013

NATRILIX SR RG 2013NATRILIX SR RG 2013 BSM CON 2013BSM CON 2013

Foreign Speaker Handling Foreign Speaker Handling at BSM CON 2014 at BSM CON 2014

Activities from the timeline

GUT PEOPLE LIVE WEBINAR 2015GUT PEOPLE LIVE WEBINAR 2015GUT PEOPLEGUT PEOPLELIVE WEBINAR 2015LIVE WEBINAR 2015

Focus Group Meeting 2015Focus Group Meeting 2015

Activities from the timeline

Focus Group Meeting 2015Focus Group Meeting 2015 Focus Group Meeting 2015Focus Group Meeting 2015

Cascade MeetingCascade Meeting

BRS Con 2015BRS Con 2015 Patient Awareness Patient Awareness Program 2016Program 2016

Patient Awareness Patient Awareness Program 2016Program 2016

Cascade MeetingCascade MeetingCascade MeetingCascade Meeting

Activities from the timeline

Monitoring Tools (Self Made and used at Servier)

Web-based and accessible from any where with any device

Monitoring Tools (Self Made and used at Janssen)

Web-based and accessible from any where with any device

Thank you!

Only