SlideShare a Scribd company logo
1 of 19
                                                                                                           <br />Arab Academy for Science and Technology<br />MBA course<br />Seminar in Marketing<br />Dr. Hany Abd El-Khalik<br />Marketing plan<br />Prepared by<br />Tarek Mostafa Ahmed<br />Group C<br />                                                                                                          Introduction <br />Wyeth is a global leader in pharmaceuticals, consumer health care products and animal health care products.<br />Wyeth has a long history of pioneering developments in pharmaceuticals and biotechnology, with leading products in the areas of women’s health care, neuroscience, musculoskeletal disorders, vaccines and infectious disease, haemophilia, and oncology. Wyeth also is a leader in the development of nutritionals since 1811.<br />Wyeth improves the lives of millions of people around the world with its outstanding products. And new, innovative medicines are on the way. With research and development (R&D) programs focused on small molecules, vaccines, and biotechnology, Wyeth is exploring more than 90 new therapies for medical conditions such as diabetes, breast cancer, multiple sclerosis, Alzheimer’s disease, and schizophrenia.<br />,[object Object]
All our products are in the growing phase, except for Effexor which began to decline, and nutritional products which became in the mature phase.                                                                                                                                                                                                                                                                       <br />,[object Object]
Enbrel is a new innovation in treating Rheumatoid and Psoriasis; here we will concentrate on Psoriasis (PSO).
Psoriasis is an autoimmune disease of prevalence of 1 % of the population, 20 % of the cases are moderate to severe and needs treatment, and about 10 % of the cases are diagnosed by the physicians and treated.
It is a chronic disease so any treatment will be for life.
Psoriasis affects the patient’s quality of life; it causes depression and disturbs the social life of the patient, so the psychological states of the patient should be considered when treating PSO.    This is the market size of total patients treated = 15,000 psoriatic patients and these are the   different therapies used in treatment (including phototherapy, topical, & systemic drugs) and Enbrel share of the total pie.  <br />What I need to do is to penetrate the market as 0.1 % share means that I am still outside the market.<br />                                                                                                                                        This is my position in the hierarchy of the company:<br />,[object Object],                                                                                                          Market study<br />Enbrel has 2 main indications:<br />Rheumatoid Arthritis (RA) and Psoriasis (PSO).<br />There is a difference in the 2 markets, one is Rheuma and the other is Derma. The use of biologics including Enbrel is more established in the Rheuma market than Derma market which is still in the awareness phase and no one penetrated it yet except for Enbrel which started its awareness campaign for the use of biologics in general in treating PSO. <br />Market Share<br />Our market share in these 2 markets is as follows<br />Where Mabthera, Remicad, & Orencia are Enbrel competitors.<br />                                                                                                                                        <br />Where DMARDs (Disease Modifying Anti Rheumatic Drugs), NSAID (Non Steroidal Anti Inflammatory Drugs), & Steroids are other therapies than Biologics (which include Enbrel & competitors) used for treating Rheumatoid. <br />  <br />   Where Phototherapy, Topical, & Systemic drugs are other therapies than Biologics(including Enbrel) used in treatment of PSO.<br />                                                                                                                                        Total market share of Enbrel vs. Other biologics in the market (our competitors) is 66 %, where Enbrel is the only biologic used in Derma<br />,[object Object]
                                                                                                                            SWOT analysis
StrengthNew innovation           50%        30%Safety                            30%         30%Tolerability                   10%         10%Wyeth reputation       10%         10%                                                                                                                              80%OpportunityInsurance                         50%        20%Awareness                       35%        25%Growing market              15%       15%                                                                  60%                                           WeaknessTaken for life                50%          40%High cost                       30%          15%Not registered              20%          10%                                                          -35%ThreatNew company (Wyeth    40%       35%       is acquired by Pfizer)          2 new competitors           30%       20%Financial crisis                   30%       25%                                                                       -20%
SWOT score:
Opportunities and strength score = 140
Weakness and threat score = -55
Total SWOT score = 140-55 = 85%
BCG matrixStarQuestion markCash cowDog <br />The Enbrel is considered a Star product as it is still a new product with new innovation in treating PSO effectively. It didn’t yet generate money but if well investment is done, it will be very profitable product. <br />                                                                                                                                        Marketing mix matrix<br />Geographic areaProductPlacePricePromotion Market segment Cairo/AlexACairoBMansouraCAlexandria<br />Market segments: <br />A = insured patient, B = not insured patient but can afford, C = not insured patient and can’t afford<br />A= 80% Product + 20% Place<br />A= 50% Cairo + 35% Alex + 15% Mansoura<br />B= 35% Product + 1% Place + 35% Price + 29% Promotion<br />B= 60% Cairo + 30% Alex + 10% Mansoura<br />C= 8% Product + 2% Place + 50% Price + 40% Promotion <br />C= 15% Cairo + 25% Alex + 60% Mansoura<br />                                                                                                                                        Market segmentation <br />Macro environment should be considered while doing segmentation as it will affect it: <br />,[object Object]
Political-Legal: here the registration of the drug in the ministry of health will allow us to enter hospital tenders (kasr Aini, Demerdash, Mansoura university hospital, etc….), and so a new segment will be added as these hospitals will cover the cost of treatment of patients treated in it.
Social-cultural: some patients can hardly afford Enbrel but doctors don’t care to prescribe it for them as they aren’t aware of how Enbrel will affect their social life, so awareness campaign will add a new segment of patients who can hardly afford.
And sure micro environment is the base of segmentation depending on the 4 Ps as mentioned in the marketing mix.
                                                                                                                                 Considering the awareness campaign that should be organized well, we should study customer needs.

More Related Content

What's hot

How to Make Pharmaceutical Marketing Plan
How to Make Pharmaceutical Marketing PlanHow to Make Pharmaceutical Marketing Plan
How to Make Pharmaceutical Marketing PlanMuhammad Ali Jehangir
 
Marketing Plan of Esomeprazole
Marketing Plan of EsomeprazoleMarketing Plan of Esomeprazole
Marketing Plan of EsomeprazoleAnimesh Gupta
 
Pharma marketing
Pharma marketingPharma marketing
Pharma marketingUzair Ahmed
 
Marketing of a pharma (Basic)
Marketing of a pharma (Basic)Marketing of a pharma (Basic)
Marketing of a pharma (Basic)Arsalan Humayun
 
Launching Pharmaceutical Megabrands - Best Practices
Launching  Pharmaceutical  Megabrands - Best PracticesLaunching  Pharmaceutical  Megabrands - Best Practices
Launching Pharmaceutical Megabrands - Best PracticesDr Neelesh Bhandari
 
Brand plan on cough syrup
Brand plan on cough syrup Brand plan on cough syrup
Brand plan on cough syrup Animesh Gupta
 
New launching strategy of pharmaceutical brand
New launching strategy of pharmaceutical brandNew launching strategy of pharmaceutical brand
New launching strategy of pharmaceutical brandMohammad Masum Chowdhury
 
Pharmaceutical marketing plan case study
Pharmaceutical marketing plan case studyPharmaceutical marketing plan case study
Pharmaceutical marketing plan case studyMohamed Magdy
 
Brand Plan for the launch of Brand-X
Brand Plan for the launch of Brand-XBrand Plan for the launch of Brand-X
Brand Plan for the launch of Brand-XSatyajit Hui
 
Coo 10 step marketing plan
Coo 10 step marketing planCoo 10 step marketing plan
Coo 10 step marketing planJoseph Coo
 
Hexgabalin pharmaceutical marketing plan - case study
Hexgabalin  pharmaceutical marketing plan - case studyHexgabalin  pharmaceutical marketing plan - case study
Hexgabalin pharmaceutical marketing plan - case studyAbdelrhman Tantawy
 
Pharmaceutical Marketing Management
Pharmaceutical Marketing ManagementPharmaceutical Marketing Management
Pharmaceutical Marketing ManagementSheraz Pervaiz
 
Me rck’s new product development & launch strategy for
Me rck’s new product development & launch strategy for Me rck’s new product development & launch strategy for
Me rck’s new product development & launch strategy for First Economy
 
Budget Allocation for a Successful Bio-Pharma Product Launch
Budget Allocation for a Successful Bio-Pharma Product LaunchBudget Allocation for a Successful Bio-Pharma Product Launch
Budget Allocation for a Successful Bio-Pharma Product LaunchBest Practices
 
Brand plan B. clausii, effective management of Diarrhoea
Brand plan B. clausii, effective management of DiarrhoeaBrand plan B. clausii, effective management of Diarrhoea
Brand plan B. clausii, effective management of Diarrhoeashashank shaikhar
 

What's hot (20)

How to Make Pharmaceutical Marketing Plan
How to Make Pharmaceutical Marketing PlanHow to Make Pharmaceutical Marketing Plan
How to Make Pharmaceutical Marketing Plan
 
Marketing Plan of Esomeprazole
Marketing Plan of EsomeprazoleMarketing Plan of Esomeprazole
Marketing Plan of Esomeprazole
 
Pharma marketing
Pharma marketingPharma marketing
Pharma marketing
 
Marketing of a pharma (Basic)
Marketing of a pharma (Basic)Marketing of a pharma (Basic)
Marketing of a pharma (Basic)
 
Launching Pharmaceutical Megabrands - Best Practices
Launching  Pharmaceutical  Megabrands - Best PracticesLaunching  Pharmaceutical  Megabrands - Best Practices
Launching Pharmaceutical Megabrands - Best Practices
 
Brand plan on cough syrup
Brand plan on cough syrup Brand plan on cough syrup
Brand plan on cough syrup
 
Esomeprazole plan
Esomeprazole planEsomeprazole plan
Esomeprazole plan
 
New launching strategy of pharmaceutical brand
New launching strategy of pharmaceutical brandNew launching strategy of pharmaceutical brand
New launching strategy of pharmaceutical brand
 
Etizola brand plan
Etizola brand planEtizola brand plan
Etizola brand plan
 
Moxikind CV- Brand Plan
Moxikind CV- Brand PlanMoxikind CV- Brand Plan
Moxikind CV- Brand Plan
 
New Launch Strategy & Product Cycle
New Launch Strategy & Product CycleNew Launch Strategy & Product Cycle
New Launch Strategy & Product Cycle
 
Pharmaceutical marketing plan case study
Pharmaceutical marketing plan case studyPharmaceutical marketing plan case study
Pharmaceutical marketing plan case study
 
Brand Plan for the launch of Brand-X
Brand Plan for the launch of Brand-XBrand Plan for the launch of Brand-X
Brand Plan for the launch of Brand-X
 
Coo 10 step marketing plan
Coo 10 step marketing planCoo 10 step marketing plan
Coo 10 step marketing plan
 
Hexgabalin pharmaceutical marketing plan - case study
Hexgabalin  pharmaceutical marketing plan - case studyHexgabalin  pharmaceutical marketing plan - case study
Hexgabalin pharmaceutical marketing plan - case study
 
Pharmaceutical Marketing Management
Pharmaceutical Marketing ManagementPharmaceutical Marketing Management
Pharmaceutical Marketing Management
 
Me rck’s new product development & launch strategy for
Me rck’s new product development & launch strategy for Me rck’s new product development & launch strategy for
Me rck’s new product development & launch strategy for
 
Team 3
Team 3Team 3
Team 3
 
Budget Allocation for a Successful Bio-Pharma Product Launch
Budget Allocation for a Successful Bio-Pharma Product LaunchBudget Allocation for a Successful Bio-Pharma Product Launch
Budget Allocation for a Successful Bio-Pharma Product Launch
 
Brand plan B. clausii, effective management of Diarrhoea
Brand plan B. clausii, effective management of DiarrhoeaBrand plan B. clausii, effective management of Diarrhoea
Brand plan B. clausii, effective management of Diarrhoea
 

Viewers also liked

Pharma Plan Presentation Powerpoint
Pharma Plan Presentation PowerpointPharma Plan Presentation Powerpoint
Pharma Plan Presentation Powerpointwaschmaschine
 
Pharmaceutical marketing course
Pharmaceutical marketing coursePharmaceutical marketing course
Pharmaceutical marketing courseMadhukar Tanna
 
unBox RETAIL - Because Every Think Matters
unBox RETAIL - Because Every Think MattersunBox RETAIL - Because Every Think Matters
unBox RETAIL - Because Every Think MattersunBox RETAIL
 
Antibiotics In Acute Respiratory Failure
Antibiotics In Acute Respiratory FailureAntibiotics In Acute Respiratory Failure
Antibiotics In Acute Respiratory Failureshabeel pn
 
Multidrug Resistant Oraganisms (MDRO) infection control
Multidrug Resistant Oraganisms (MDRO) infection controlMultidrug Resistant Oraganisms (MDRO) infection control
Multidrug Resistant Oraganisms (MDRO) infection controlMostafa Mahmoud
 
Universal Precautions
Universal PrecautionsUniversal Precautions
Universal PrecautionsDuane Embry
 
Sales Management in the Pharma. Industry - An overview
Sales Management in the Pharma. Industry - An overviewSales Management in the Pharma. Industry - An overview
Sales Management in the Pharma. Industry - An overviewSarthak Athavle
 
Superbug selection and associated clinical and non clinical
Superbug selection and associated clinical and non clinicalSuperbug selection and associated clinical and non clinical
Superbug selection and associated clinical and non clinicalKarthik Kumaragurubaran
 
Pharmaceutical Sales Skills
Pharmaceutical Sales SkillsPharmaceutical Sales Skills
Pharmaceutical Sales Skillssghosh71190
 
The Superbug MRSA !!
The Superbug MRSA !!The Superbug MRSA !!
The Superbug MRSA !!Aruna M Das
 
Pharmacology of Antibiotics
Pharmacology of  AntibioticsPharmacology of  Antibiotics
Pharmacology of AntibioticsAmr Rafat
 
Newer antibiotics and uses
Newer antibiotics and usesNewer antibiotics and uses
Newer antibiotics and usesSujit Shrestha
 
Dispercam Marketing Plan @AxTantawy
Dispercam Marketing Plan @AxTantawyDispercam Marketing Plan @AxTantawy
Dispercam Marketing Plan @AxTantawyAbdelrhman Tantawy
 
Antibiotic principles
Antibiotic principlesAntibiotic principles
Antibiotic principlesK.J Mokori
 
Pharmaceutical Marketing Presentation
Pharmaceutical Marketing PresentationPharmaceutical Marketing Presentation
Pharmaceutical Marketing Presentationnilbert
 

Viewers also liked (20)

Pharma Plan Presentation Powerpoint
Pharma Plan Presentation PowerpointPharma Plan Presentation Powerpoint
Pharma Plan Presentation Powerpoint
 
Pharmaceutical marketing course
Pharmaceutical marketing coursePharmaceutical marketing course
Pharmaceutical marketing course
 
unBox RETAIL - Because Every Think Matters
unBox RETAIL - Because Every Think MattersunBox RETAIL - Because Every Think Matters
unBox RETAIL - Because Every Think Matters
 
Antibiotics In Acute Respiratory Failure
Antibiotics In Acute Respiratory FailureAntibiotics In Acute Respiratory Failure
Antibiotics In Acute Respiratory Failure
 
Multidrug Resistant Oraganisms (MDRO) infection control
Multidrug Resistant Oraganisms (MDRO) infection controlMultidrug Resistant Oraganisms (MDRO) infection control
Multidrug Resistant Oraganisms (MDRO) infection control
 
Universal Precautions
Universal PrecautionsUniversal Precautions
Universal Precautions
 
Sales Management in the Pharma. Industry - An overview
Sales Management in the Pharma. Industry - An overviewSales Management in the Pharma. Industry - An overview
Sales Management in the Pharma. Industry - An overview
 
Panadol ppt
Panadol pptPanadol ppt
Panadol ppt
 
Superbug selection and associated clinical and non clinical
Superbug selection and associated clinical and non clinicalSuperbug selection and associated clinical and non clinical
Superbug selection and associated clinical and non clinical
 
Mrsa ppt
Mrsa pptMrsa ppt
Mrsa ppt
 
Pharmaceutical Sales Skills
Pharmaceutical Sales SkillsPharmaceutical Sales Skills
Pharmaceutical Sales Skills
 
antibiotics
antibioticsantibiotics
antibiotics
 
MRSA
MRSAMRSA
MRSA
 
The Superbug MRSA !!
The Superbug MRSA !!The Superbug MRSA !!
The Superbug MRSA !!
 
Pharmacology of Antibiotics
Pharmacology of  AntibioticsPharmacology of  Antibiotics
Pharmacology of Antibiotics
 
Antibiotic update in icu
Antibiotic update in icuAntibiotic update in icu
Antibiotic update in icu
 
Newer antibiotics and uses
Newer antibiotics and usesNewer antibiotics and uses
Newer antibiotics and uses
 
Dispercam Marketing Plan @AxTantawy
Dispercam Marketing Plan @AxTantawyDispercam Marketing Plan @AxTantawy
Dispercam Marketing Plan @AxTantawy
 
Antibiotic principles
Antibiotic principlesAntibiotic principles
Antibiotic principles
 
Pharmaceutical Marketing Presentation
Pharmaceutical Marketing PresentationPharmaceutical Marketing Presentation
Pharmaceutical Marketing Presentation
 

Similar to Marketing Plan Final

Hiv Drug Distribution in developing countries.
Hiv Drug Distribution in developing countries.Hiv Drug Distribution in developing countries.
Hiv Drug Distribution in developing countries.hitjl
 
10 Step Marketing Plan for Lamisil by TanJM
10 Step Marketing Plan for Lamisil by TanJM10 Step Marketing Plan for Lamisil by TanJM
10 Step Marketing Plan for Lamisil by TanJMreachjoemar
 
The 10 Most Admired Leaders in Pharmaceuticals, 2023 (1).pdf
The 10 Most Admired Leaders in Pharmaceuticals, 2023 (1).pdfThe 10 Most Admired Leaders in Pharmaceuticals, 2023 (1).pdf
The 10 Most Admired Leaders in Pharmaceuticals, 2023 (1).pdfCIO Look Magazine
 
Europe's Top 5 Effective Leaders in Healthcare Edition.pdf
Europe's Top 5 Effective Leaders in Healthcare Edition.pdfEurope's Top 5 Effective Leaders in Healthcare Edition.pdf
Europe's Top 5 Effective Leaders in Healthcare Edition.pdfinsightscare
 
Europe's Top 5 Effective Leaders in Healthcare.pdf
Europe's Top 5 Effective Leaders in Healthcare.pdfEurope's Top 5 Effective Leaders in Healthcare.pdf
Europe's Top 5 Effective Leaders in Healthcare.pdfinsightscare
 
Marketing of nutraceutical and otc products as fmhc products
Marketing of nutraceutical and otc products as fmhc productsMarketing of nutraceutical and otc products as fmhc products
Marketing of nutraceutical and otc products as fmhc productsIAEME Publication
 
PPT: Allergy Immunotherapies Market to Witness Huge Growth during 2022-2027
PPT: Allergy Immunotherapies Market  to Witness Huge Growth during 2022-2027PPT: Allergy Immunotherapies Market  to Witness Huge Growth during 2022-2027
PPT: Allergy Immunotherapies Market to Witness Huge Growth during 2022-2027IMARC Group
 
Pediatric vaccines market, doses, immunization, cases and forecast worldwide ...
Pediatric vaccines market, doses, immunization, cases and forecast worldwide ...Pediatric vaccines market, doses, immunization, cases and forecast worldwide ...
Pediatric vaccines market, doses, immunization, cases and forecast worldwide ...Renub Research
 
Atopic Dermatitis- Upcoming Novel therapies will boost the market
Atopic Dermatitis- Upcoming Novel therapies will boost the market Atopic Dermatitis- Upcoming Novel therapies will boost the market
Atopic Dermatitis- Upcoming Novel therapies will boost the market DelveInsight Business Research
 
09 CeoMeeting- Session 4- Medicines for Malaria
09 CeoMeeting- Session 4- Medicines for Malaria09 CeoMeeting- Session 4- Medicines for Malaria
09 CeoMeeting- Session 4- Medicines for MalariaMLSCF
 
CLASS APTAR PRESENTATION
CLASS APTAR PRESENTATIONCLASS APTAR PRESENTATION
CLASS APTAR PRESENTATIONamitkhan405
 
Adult Vaccines Market, Company Adult Vaccines Sales, Country Adult Vaccines -...
Adult Vaccines Market, Company Adult Vaccines Sales, Country Adult Vaccines -...Adult Vaccines Market, Company Adult Vaccines Sales, Country Adult Vaccines -...
Adult Vaccines Market, Company Adult Vaccines Sales, Country Adult Vaccines -...Renub Research
 
Best of 5 regenerative medicine companies 2021
Best of 5 regenerative medicine companies 2021 Best of 5 regenerative medicine companies 2021
Best of 5 regenerative medicine companies 2021 Merry D'souza
 
10 Most In-Demand Anti-Infective Medicine Brands of 2023.pdf
10 Most In-Demand Anti-Infective Medicine Brands of 2023.pdf10 Most In-Demand Anti-Infective Medicine Brands of 2023.pdf
10 Most In-Demand Anti-Infective Medicine Brands of 2023.pdfinsightscare
 
10 Most Trusted Infectious Disease Solution Providers in 2022.pdf
10 Most Trusted Infectious Disease Solution Providers in 2022.pdf10 Most Trusted Infectious Disease Solution Providers in 2022.pdf
10 Most Trusted Infectious Disease Solution Providers in 2022.pdfinsightscare
 
Global vaccine market Keyword Market PPT 2021-26 | Enhancing Huge Growth and ...
Global vaccine market Keyword Market PPT 2021-26 | Enhancing Huge Growth and ...Global vaccine market Keyword Market PPT 2021-26 | Enhancing Huge Growth and ...
Global vaccine market Keyword Market PPT 2021-26 | Enhancing Huge Growth and ...IMARC Group
 
The Indian Pharmaceutical Industry Trident Feb 2011 1
The Indian Pharmaceutical Industry Trident Feb 2011 1The Indian Pharmaceutical Industry Trident Feb 2011 1
The Indian Pharmaceutical Industry Trident Feb 2011 1preetishtoraskar
 
Zoonotic Disease Treatment Market 10-Year Market Forecast and Trends Analysis...
Zoonotic Disease Treatment Market 10-Year Market Forecast and Trends Analysis...Zoonotic Disease Treatment Market 10-Year Market Forecast and Trends Analysis...
Zoonotic Disease Treatment Market 10-Year Market Forecast and Trends Analysis...Monica Nerkar
 
HardKnocks for the GreenHorn
HardKnocks for the GreenHornHardKnocks for the GreenHorn
HardKnocks for the GreenHornAnup Soans
 

Similar to Marketing Plan Final (20)

Hiv Drug Distribution in developing countries.
Hiv Drug Distribution in developing countries.Hiv Drug Distribution in developing countries.
Hiv Drug Distribution in developing countries.
 
10 Step Marketing Plan for Lamisil by TanJM
10 Step Marketing Plan for Lamisil by TanJM10 Step Marketing Plan for Lamisil by TanJM
10 Step Marketing Plan for Lamisil by TanJM
 
The 10 Most Admired Leaders in Pharmaceuticals, 2023 (1).pdf
The 10 Most Admired Leaders in Pharmaceuticals, 2023 (1).pdfThe 10 Most Admired Leaders in Pharmaceuticals, 2023 (1).pdf
The 10 Most Admired Leaders in Pharmaceuticals, 2023 (1).pdf
 
Europe's Top 5 Effective Leaders in Healthcare Edition.pdf
Europe's Top 5 Effective Leaders in Healthcare Edition.pdfEurope's Top 5 Effective Leaders in Healthcare Edition.pdf
Europe's Top 5 Effective Leaders in Healthcare Edition.pdf
 
Europe's Top 5 Effective Leaders in Healthcare.pdf
Europe's Top 5 Effective Leaders in Healthcare.pdfEurope's Top 5 Effective Leaders in Healthcare.pdf
Europe's Top 5 Effective Leaders in Healthcare.pdf
 
Marketing of nutraceutical and otc products as fmhc products
Marketing of nutraceutical and otc products as fmhc productsMarketing of nutraceutical and otc products as fmhc products
Marketing of nutraceutical and otc products as fmhc products
 
PPT: Allergy Immunotherapies Market to Witness Huge Growth during 2022-2027
PPT: Allergy Immunotherapies Market  to Witness Huge Growth during 2022-2027PPT: Allergy Immunotherapies Market  to Witness Huge Growth during 2022-2027
PPT: Allergy Immunotherapies Market to Witness Huge Growth during 2022-2027
 
Pediatric vaccines market, doses, immunization, cases and forecast worldwide ...
Pediatric vaccines market, doses, immunization, cases and forecast worldwide ...Pediatric vaccines market, doses, immunization, cases and forecast worldwide ...
Pediatric vaccines market, doses, immunization, cases and forecast worldwide ...
 
Atopic Dermatitis- Upcoming Novel therapies will boost the market
Atopic Dermatitis- Upcoming Novel therapies will boost the market Atopic Dermatitis- Upcoming Novel therapies will boost the market
Atopic Dermatitis- Upcoming Novel therapies will boost the market
 
ODRD 2016
ODRD 2016ODRD 2016
ODRD 2016
 
09 CeoMeeting- Session 4- Medicines for Malaria
09 CeoMeeting- Session 4- Medicines for Malaria09 CeoMeeting- Session 4- Medicines for Malaria
09 CeoMeeting- Session 4- Medicines for Malaria
 
CLASS APTAR PRESENTATION
CLASS APTAR PRESENTATIONCLASS APTAR PRESENTATION
CLASS APTAR PRESENTATION
 
Adult Vaccines Market, Company Adult Vaccines Sales, Country Adult Vaccines -...
Adult Vaccines Market, Company Adult Vaccines Sales, Country Adult Vaccines -...Adult Vaccines Market, Company Adult Vaccines Sales, Country Adult Vaccines -...
Adult Vaccines Market, Company Adult Vaccines Sales, Country Adult Vaccines -...
 
Best of 5 regenerative medicine companies 2021
Best of 5 regenerative medicine companies 2021 Best of 5 regenerative medicine companies 2021
Best of 5 regenerative medicine companies 2021
 
10 Most In-Demand Anti-Infective Medicine Brands of 2023.pdf
10 Most In-Demand Anti-Infective Medicine Brands of 2023.pdf10 Most In-Demand Anti-Infective Medicine Brands of 2023.pdf
10 Most In-Demand Anti-Infective Medicine Brands of 2023.pdf
 
10 Most Trusted Infectious Disease Solution Providers in 2022.pdf
10 Most Trusted Infectious Disease Solution Providers in 2022.pdf10 Most Trusted Infectious Disease Solution Providers in 2022.pdf
10 Most Trusted Infectious Disease Solution Providers in 2022.pdf
 
Global vaccine market Keyword Market PPT 2021-26 | Enhancing Huge Growth and ...
Global vaccine market Keyword Market PPT 2021-26 | Enhancing Huge Growth and ...Global vaccine market Keyword Market PPT 2021-26 | Enhancing Huge Growth and ...
Global vaccine market Keyword Market PPT 2021-26 | Enhancing Huge Growth and ...
 
The Indian Pharmaceutical Industry Trident Feb 2011 1
The Indian Pharmaceutical Industry Trident Feb 2011 1The Indian Pharmaceutical Industry Trident Feb 2011 1
The Indian Pharmaceutical Industry Trident Feb 2011 1
 
Zoonotic Disease Treatment Market 10-Year Market Forecast and Trends Analysis...
Zoonotic Disease Treatment Market 10-Year Market Forecast and Trends Analysis...Zoonotic Disease Treatment Market 10-Year Market Forecast and Trends Analysis...
Zoonotic Disease Treatment Market 10-Year Market Forecast and Trends Analysis...
 
HardKnocks for the GreenHorn
HardKnocks for the GreenHornHardKnocks for the GreenHorn
HardKnocks for the GreenHorn
 

Recently uploaded

Financial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptxFinancial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptxsaniyaimamuddin
 
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...ssuserf63bd7
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyotictsugar
 
MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?Olivia Kresic
 
Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Seta Wicaksana
 
Innovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfInnovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfrichard876048
 
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607dollysharma2066
 
Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524najka9823
 
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdfNewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdfKhaled Al Awadi
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCRashishs7044
 
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Anamaria Contreras
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03DallasHaselhorst
 
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607dollysharma2066
 
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Riya Pathan
 
Entrepreneurship lessons in Philippines
Entrepreneurship lessons in  PhilippinesEntrepreneurship lessons in  Philippines
Entrepreneurship lessons in PhilippinesDavidSamuel525586
 
Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Kirill Klimov
 
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCRashishs7044
 

Recently uploaded (20)

Financial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptxFinancial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
 
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
 
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyot
 
MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?
 
Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...
 
Innovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdfInnovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdf
 
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
 
Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524
 
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdfNewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
 
Corporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information TechnologyCorporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information Technology
 
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03
 
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
 
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737
 
Entrepreneurship lessons in Philippines
Entrepreneurship lessons in  PhilippinesEntrepreneurship lessons in  Philippines
Entrepreneurship lessons in Philippines
 
Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)
 
Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024
 
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
 

Marketing Plan Final

  • 1.
  • 2.
  • 3. Enbrel is a new innovation in treating Rheumatoid and Psoriasis; here we will concentrate on Psoriasis (PSO).
  • 4. Psoriasis is an autoimmune disease of prevalence of 1 % of the population, 20 % of the cases are moderate to severe and needs treatment, and about 10 % of the cases are diagnosed by the physicians and treated.
  • 5. It is a chronic disease so any treatment will be for life.
  • 6.
  • 7.
  • 8. SWOT analysis
  • 9. StrengthNew innovation 50% 30%Safety 30% 30%Tolerability 10% 10%Wyeth reputation 10% 10% 80%OpportunityInsurance 50% 20%Awareness 35% 25%Growing market 15% 15% 60% WeaknessTaken for life 50% 40%High cost 30% 15%Not registered 20% 10% -35%ThreatNew company (Wyeth 40% 35% is acquired by Pfizer) 2 new competitors 30% 20%Financial crisis 30% 25% -20%
  • 12. Weakness and threat score = -55
  • 13. Total SWOT score = 140-55 = 85%
  • 14.
  • 15.
  • 16. Political-Legal: here the registration of the drug in the ministry of health will allow us to enter hospital tenders (kasr Aini, Demerdash, Mansoura university hospital, etc….), and so a new segment will be added as these hospitals will cover the cost of treatment of patients treated in it.
  • 17. Social-cultural: some patients can hardly afford Enbrel but doctors don’t care to prescribe it for them as they aren’t aware of how Enbrel will affect their social life, so awareness campaign will add a new segment of patients who can hardly afford.
  • 18. And sure micro environment is the base of segmentation depending on the 4 Ps as mentioned in the marketing mix.
  • 19. Considering the awareness campaign that should be organized well, we should study customer needs.
  • 20.
  • 21. Their disease is chronic and affects their quality of life (it is a skin disease in the form of scaly lesions which covers more than 10% of the body in moderate to severe cases, which make the patient’s surrounding people including his family fear to deal with him or have a direct contact with him for fear that the infection might be transmitted to them which is a wrong perception).
  • 22. Besides the other therapies used nowadays other than Biologics doesn’t reach the required relief of these lesions to ensure better quality of life for the patients, in addition they have severe side effects (Liver impairment, Kidney impairment, hematological disorders,…) which doesn’t ensure the safety of patients.
  • 23. Using Enbrel will reach the unmet needs of these patients, as it is a safe drug (human origin) so will ensure the patient’s safety, and its efficacy is superior to other therapies so will ensure the patient’s sense of belonging and love.
  • 24.
  • 25. So using Enbrel will allow the patient’s to live a normal life and step the Maslow’s hierarchy of needs easily till reaching the self actualization.
  • 26.
  • 27. The awareness campaign will be also directed to the physicians, insurance companies, ministry of health, and all companies who insure their employees, as they don’t care about the importance of the psychological state of the patients, they only care about their physiological states.
  • 28.
  • 29. Different Scenarios to reach this objective
  • 30.
  • 32. According to the market share study, the use of biologics in Derma is still very limited. So Awareness strategy must be done to show how the patient will benefit from Enbrel than other traditional therapies used.
  • 33. According to the SWOT analysis done, Awareness will be the best scenario as follows:
  • 34. Strength: New innovation needs awareness.
  • 35. Opportunity: Insurance Awareness programs for key persons in insurance companies.
  • 36. Opportunity: Awareness is increasing Be a leader.
  • 37. Weakness: Taken for life& high cost Awareness will increase number of insured patients so solving these weaknesses.
  • 38. Weakness: Not registered Using our strength (Wyeth reputation) and the Awareness programs will make it easier and faster to be registered.
  • 39. Threat: New competitors We will be the leaders in our Awareness campaign and this will build our Brand image so the competitors will take more time to build itself.
  • 40. According to the BCG matrix, Enbrel is a Star product which is in the growing phase so we have enough budgets to invest in it.
  • 41. According to segmentation matrix & marketing mix matrix, the product is the most important thing for segments A & B, and the price & promotion is the most important for segments B,C,D while the place is the least important for all segments. So Awareness will be the best scenario to work on followed by promotion then pricing.
  • 42.
  • 45. Clinical meetings and local congresses.
  • 47. M2 A: Physicians library including
  • 52. M3 A: Engaging physicians in clinical trials, where results will be published in a reputable medical journal.
  • 53. M4 A: PSO Ads at health magazines, and Radio & T.V. campaign.
  • 54. M5 A: Internet website for Enbrel.
  • 55. M6 A: patient’s educational software.
  • 56. M7 A: CRM and call center for patients.
  • 57.
  • 58. M2 Pn: 3 month samples/year for patients who use Enbrel for life.
  • 59.
  • 60. M2 Pg: special price for patients who are maintained on Enbrel.
  • 61.