Marketing Plan

Contents
• 1. Overview • 4. Marketing Strategy • 3. Action Plan
I. Disease Part I. Brand vision/mission I. Plan for 2019-20
II. Prevalence II. Positioning II. Tactical plan for cycle 1
III. Mechanism of Action III. Brand Identity III. Tactical plan for cycle 2
IV. PPIs & Dexlansoprazole IV. Brand Image IV. Tactical plan for cycle 3
V. Target Indications V. Quantitative objectives V. Promo material
VI. Brand Architecture
• 2. Situation analysis VII. Target Indication
VIII. Target segment
I. Executive Summary IX. Target product
II. Disease trends and future outlook X. Communication strategy
III. Sals data
IV. Global outlook of molecule & competitive
analysis
V. Competitive resource and strategy analysis
VI. Price Analysis
VII. SWOT analysis
 Gastro esophageal Reflux Disease(GERD)

• Long-term condition in which stomach contents rise up into the esophagus, resulting in either

symptoms or complications.
• Cause: failure of the lower esophageal sphincter
that prevents stomach acid from traveling back
into the esophagus where it can cause burning
and inflammation of sensitive esophageal tissue.
 Esophagitis

• Esophagitis is inflammation that may damage tissues of the esophagus, the muscular tube that
delivers food from your mouth to your stomach. Esophagitis can cause painful, difficult swallowing and
chest pain.
a) Reflux Esophagitis:
o Due to consistent reflux of acid
b) Infectious Esophagitis:
o Due to a viral, bacterial, parasitic or fungal infection
c) Drug-Induced Esophagitis:
o Pain killers, steroids, antibiotics
d) Caustic Esophagitis:
o The damage of tissue via chemical origin.
 Prevalence of GERD

https://www.drjasonpiken.com/acid-reflux-gerd/
 Treatment Options
• H2 Receptor Blockers • Proton Pump Inhibitors
1. Ranitidine (Zantac)(GSK) 1. Omeprazole (Losec)(AstraZenica)
2. Cimetidine (Tagamet)(GSK) 2. Esomeprazole (Nexium)(AstraZenica)
3. Famotidine (Pepcid)(Merck) 3. Lansoprazole (Prevacid)(Takeda)
4. Nizatidine (Axid)(Reliant) 4. Dexlansoprazole (Dexilant)(Takeda)
5. Pantoprazole (Protonix)(Pfizer)
6. Ribeprazole (Pariet)(Janssen)
• Antacids
1. Calcium Carbonate
2. Milk of Magnesia
3. Sodium alginate
4. Sodium bicarbonate
 Proton Pump Inhibitors (PPIs)

• Mechanism Of Action:
– Proton pump inhibitor (PPI) inhibits gastric acid secretion by inhibiting the K+/H+ pump
(potassium pump) located on the apical membrane of the gastric parietal cell, inhibiting
secretion of H+ into the stomach.
 PPIs Year of Launches
PPIs Brand Name Company Year of Launch

Omeprazole Losec Astra Zeneca 1988

Lansoprazole Prevacid Takeda 1992

Pantoprazole Protonix Pfizer 1994

Rabiprazole Pariet Janssen 1999

Esomeprazole Nexium Astra Zeneca 2000

Dexlansoprazole Dexilant Takeda 2009

 Dexlansoprazole

• Dexlansoprazole belongs to a class of antisecretory compounds, that suppress gastric

acid secretion by specific inhibition of the (H+ , K+ )-ATPase at the secretory surface of
the gastric parietal cell.
• Dexlansoprazole DDR has a unique pharmacokinetic profile due to its delayed-release
and dual-delivery release system. The active ingredient is released in two phases at
different pH values and at different time points, resulting in two peak concentrations in
the blood; 25% of the dose is released at pH 5.5 in the proximal duodenum, while the
remaining 75% is released at pH 6.75 in the distal small intestine.
 Dexlansoprazole

Pharmacological Classification: Chemical Group:

Acid Reducer Dexlansoprazole

Pharmacological Action Basis: FDA Approval:

(H+, K+)-ATPase Inhibitor 2016
 Therapeutic Indications
• DexDexDDR is indicated for following pathologies in patients 12 years of age & older:

1. Healing of Erosive Esophagitis

2. Maintenance of Healed Erosive Esophagitis

3. Symptomatic Non-Erosive GERD

Situation Analysis
 SSRIs Market
SSRIs MAT ̴ July 20-Jun 21
Unit Value Growth Share

Escitalopram 11.3 mill 3.2 bill 17% 51%

Paroxetine 2.8mill 1.3bill 18% 20%

Flouxetine 2.8mill 535mill 12% 8%

Sertaline 1.5mill 909mill 18% 14%

Citalopram 0.7mill 188mill 12% 3%

 Growth Analysis
Rabeprazole 5%
MAT ̴ Jun-19
Dexlansoprazole

Lansoprazole -1%

Pantoprazole -4%

Esomeprazole 9%

Omeprazole 13%

-4% -2% 0% 2% 4% 6% 8% 10% 12% 14%

Growth

Dexlansoprazole Gowth is 778%

 Share Analysis
Rabeprazole 2%
MAT ̴ Jun-19

Dexlansoprazole 3%

Lansoprazole 3%

Pantoprazole 5%

Esomeprazole 34%

Omeprazole 49%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Share
 SSRIs Market Analysis (20-21)

6.3 Bio 19 Million 17 %

Market Size Unit Sold Out GOLY
 PPI Market Analysis
21 Bio

14 % GOLY
Value

19 Bio

102 Mio 112 Mio

MAT ̴ Jun-18 MAT ̴ Jun-19

 4,304,799,000

Riesk
4,000,143,000

1,499,649,000

Ruling
1,351,971,000

629,836,000
565,395,000

Omega
485,749,000
449,872,000

Omezol
484,083,000

Sante
93,098,000

389,349,000
100,270,000
Noran-20

369,250,000
Teph

364,347,000

269,672,000
Losec

257,129,000

198,044,000
Omeprazole Market Analysis

Mark

154,737,000

154,638,000
138,311,000
Protole
MAT J̴ un'18
MAT J̴ un'19

130,961,000
Xopra

169,540,000

112,311,000
117,833,000
Omesec
 1,762,038,000

Nexum
1,607,056,000

1,151,418,000

Esso
1,033,585,000

949,508,000

Eskem
839,948,000

350,065,000
327,954,000

Novoteph
278,129,000

Ezium
232,015,000

223,598,000
204,339,000
Somezol

210,108,000
103,302,000
Axesom

131,020,000
Purpal

138,512,000
Esomeprazole Market Analysis

129,539,000
58,262,000
Ezomol

123,660,000
Esocue

50,102,000
MAT J̴ un'18
MAT J̴ un'19

101,687,000
Espra

94,473,000
 221,379,000

28,765,000

Razodex
171,218,000

Dextop
27,801,000

104,023,000

15,068,000

Dolgina
45,482,000

DDR
47,376,000
Delanzo

30,643,000
Exlant

32,118,000
Dexiva

20,742,000
Dexlansoprazole Market Analysis

Kapdex

11,745,000
Dudex

9,921,000
MAT J̴ un'18
MAT J̴ un'19

10,737,000
Daxila
The Competitors
 Razodex--GETZ
Team Name Team Size Team Portfolio Targeted Indications Major Activities

Bravo-4 110 SPO Razodex 60mg • Gastro • Scientific Ward presentation

20 DSM Risek IV • Cardiac • Sponsorship in International
4 SM Claritek Tab • Physician Conferences
1 HOS (Hybrid) Meroget IV • Ortho • T. Shirts Campaign
Pantra Plus • GPs • Ward engagement
• ROI

Bravo-3 Razodex 30mg

Zurig 40mg
Leflox 500mg
Celbex 200mg
Razodex
GETZ
 Dextop--SEARLE
Team Name Team Size Team Portfolio Targeted Indications Major Activities

Orchid 80 SPO Dextop 30mg • Gastro • Scientific War Engagments

18 DSM Cinoxin • Physician • Sponsorship in International
4 SM Serebal • Ortho Conferences
Tramal • GPs • Ward engagement
• Patient Engagement Plan

Dextop 60mg
Vibrant Nuberol Forte
Rotec
Tramal Plus
Dextop
Searle
 DEXDEXDDR-- SPL
Team Name Team Size Team Portfolio Targeted Indications Major Activities

Dynamic 55 MIO DexDexDDR 30mg • Physician • Scientific Ward presentation

16 DSM Gabafit • Diabetologist • Sponsorship in International
3 SM Moxicin • Cardiologist Conferences
1 MM Neurobedoxine • Surgeons • Ward engagement
(Plain Tab) • Orthopedics • ROI
Tesavel • GPs
• RMOs
Impressive DexDexDDR 60mg
Oral-D3
Acebex P
Bexamin
Nixa
Aproxen DS
De-Cals Plus
 Price Analysis
Brand Name Company Strength Pack Size T.P M.R.P Unit Price
30 30 383.35 451.00 15.0
DEXDEX DDR SPL
60 30 591.60 696.00 23.2

30 30 383.00 450.59 15.0

Razodex Getz
60 30 592.00 696.47 23.2

30 30 383.00 450.59 15.0

Dextop Searle
60 30 592.00 696.47 23.2

30 30 398.38 468.68 15.6

Dolgina Hilton
60 30 610.38 718.09 23.9

30 30 374.00 440.00 14.7

DDR Macter
60 30 591.60 696.00 23.2

30 30 374.00 440.00 14.7

Delanzo Sami
60 30 578.00 680.00 22.7
 Price Analysis

Unit Price per Capsule

Dexlansoprazole 30mg Dexlansoprazole 60mg

15.6

23.9

15.0 15.0 15.0

23.2 23.2 23.2 23.2
14.7 14.7

22.7

DEXDEX Razodex Dextop Dolgina DDR Delanzo DEX DEX Razodex Dextop Dolgina DDR Delanzo
 SWOC Analysis
STRENGTHS (+) • Strong corporate image
• Strong promotional support
• Motivated new team

WEAKNESSES (–)
• New Team
• Low customers base

OPPORTUNITIES (+) • Increased prevalence of disease (GERD)

• Double digit market growth of PPIs
• Better safety profile in cardiac pts compared to other PPIs

Challenges (–)
• High competition
• Unethical practices of competitors
Marketing Strategy
 Vision & Mission

Brand Mission:
To improve quality of life of GERD and erosive esophagitis patients by providing them
24-hours acid control with an innovative molecule.

Brand Vision:
To make 150 million brand by the end of 2020.
 Brand Positioning

“DexDex DDR provides 24 hours relief from acid reflux in GERD and erosive esophagitis.”
 Objectives

Qualitative Objective:
To establish DexDexDDR as a brand of choice for long term relief from GERD & Esophagitis.

Quantitative Objective:
• To make 100 million brand in launching year.
 Strategies

To create attraction on Dexlansoprazole against other PPIs

Attract Naïve patients on DEXDEX DDR

To convert Razodex and Dextop prescribers to DEXDEXDDR

 Brand Identity

Brand Color Green & Blue

Green color represents - life
Blue color represents - Intimacy & Quality
 Brand Architecture

Portfolio Role: Execution Role:

Strategic New Launch

Portfolio:
Dexlansoprazole
Portfolio Structure : Portfolio:
30mg, Acid Reducer
60mg, (H+, K+)-ATPase Inhibitor
 Target Indications

• Healing of Erosive Esophagitis

• Maintenance of Healed Erosive Esophagitis

• Symptomatic Non-Erosive GERD

 Target Customers

•Physicians •Orthopedics

•Cardiologists •Surgeons

•Endocrinologists •A class G.Ps

•Diabetologists •RMOs
 Target Products / Competition

• Razodex
• Dexxo
• Dextop
• Dolgina
Communication Strategy
 Communication Strategy

Marketing Campaign:

‫تیزابیت سے نجات‬
‫پوریرات ‘پورا دن‬
 Detail Aid

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 Detail Aid

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 Pre Launch Activities
‫پورا دن پوریرات تیزابیت سے نجات‬

Pre Launch Activities The Launch Post launch activities

•Customer selection •Launch meeting & Training •Execution of marketing

•Teaser Campaign with leading KOL activities and customer
•Launch meeting •Cake cuttings with KOLs & engagement plan
preparation in medical wards Presentation, CME, RTDs, etc
•Chemist availability •Launch with Dynamic team
•Training & development •Head office visit plan
•Marketing Plan
•Incentive Plan
Pre Launch Activities
TEASER CAMPAIGN
The Launch
 Launch Meeting

Venue – Hospitality Inn Lahore

Date – 8th – 10th October 2019
Action Plan
 Launch Activities
Cake Cuttings First visit (Launch) Follow-up visits

Cake cuttings at all distributors with DexDex will be launched to 3300 Drs at MIOs will give 2nd visit to these 60 Drs
orientation to their FF national level (60/MIO) in 1st week after 2 days (8 visits in first two months)

100 cake cuttings with selected Phy, Diab DSM will give 2 visits/month in first two
& A Class G.Ps months to all DexDex drs

50 cake cuttings at Medicine Wards SM will give 1 visit/month to his KOLs

PMs will give 1 visit/quarter to his KOLs

MM will give 1 visit/quarter to his KOLs

By Science

By Market
 By
Science
• Share DEXDEXDDR launch message to the leading customers.

• Share DEXDEXDDR launch poster to leading customers through Whatsapp.

• Share DEXDEXDDR launch poster through Facebook to social media customer.

 Poster Presentation
• Target 50 ward from Swat to Karachi Pan Pakistan

• Give the presentation of DexDexDDR through Poster

• Target customer will physician RMO’s & MO’s

 Chamber Presentations

Objective: To establish brand role of DexDexDDR as a preferred therapy for the GERD.

• In 2nd call after launch CP will be delivered to the targeted customers

• DSMs (50), PMs(50/PM)
• 750 CPs in 1st week of launch
• Target Audience: Phy/Gastro/Diab/A-Class GPs
 By
Market
 Comparative Studies

• One comparative study per QTR & 20 studies /MIO

• Target Audience; Card, Diab, Phy and A class G.Ps
 OPD Engagements

• Engage all OPDs pan Pakistan.

• Customized activity on each OPD (Donation, Printing, Refreshment)
• Emergencies camps 2 per week
• Biothesiometry camps tagged with DexDexDDR in Diabetic Patients.
 KOLs Engagement Plan

• Target 300 important KOLs across Pakistan

• Exclusive launch gift for 100 listed customer
• Customized giveaways on QTR basis
• Sponsorship in local and international conferences
• Engage in local speaker program as speaker and panelist
 Session in Congresses

• Corporate sessions in Local CME

in PC Bhurban 2020.
• Target Audience: selected KOLs.

• Corporate sessions in Local CME in Karachi

Dream World Resort 2020.
Target Audience: selected KOLs
 Diabetes UK

• Teams of different portfolio will be engaged

• Group of 30 leading doctors (15 on DEXDEXDDR)
• Venue: SEC Glasgow/UK
• Activity month: 18th-20th March-2020
 Turkey (Antalya) CME

• Three teams of different portfolio will be engaged

• Group of 33 leading doctors (20 on DEXDEXDDR)
• Separate session on DEXDEXDDR
• Venue: Antalya/Turkey
• Activity month: October-2019
Pakistan Society of Gastro. (PSG) - 2020

• Sponsor 50 second tier customers

• Corporate session on DEXDEXDDR
• Branding - SPL Stall
• Activity month: 28th Feb-1st March-2020
• Venue: PC Peshawar
 Cycle - 1
Activity Oct Nov Dec
Drop Card/MIO 100 100 100
Samples/MIO 100 100 100
Launching Gift 100
Sticker 100
Tezabiyat Posters 10   10
Symposiums 3
Family Engagment Plan KOLs
Poster Presentation – Ward 50
Chamber presentations 750
Table set 300
Ward Wall Clock 50
Endoscopic Kit 500
International Conferences Turkey CME
 Cycle - 2
Activity Jan Feb Mar
Drop Card 100 100 100
Samples 100 100 100
Cycle Gift 300
Sticker 100
Tezabiyat Posters 10   10
Poster Presentation – Ward 50
Chamber presentations 750
Sessions in congresses & Conf. PSG Congress
KOLs engagement plan 100
Local CME 2
International CME UK Diabetes
 Cycle - 3
Activityc Apr May Jun
Drop Card 50 50 50
Samples 50 50 50
Cycle Gift 300
Sticker 100
Tezabiyat Posters 10  
Chamber presentations 200
Ramadan Engagements 150
Key Chain 300
KOLs engagement plan 100
Thank you