3. 1. Total Pakistan Pharma Market is US$ 2.177 Bn and the total World Market is
estimated to be around US$ 900 Bn.
2. CAGR of total Market (13 Vs 09) in Pak Rupee is 16.00% and in US $ is
10.22%
3. Total Pakistan Pharmaceutical Market reached Rs. 215 Bn in
4. Top 11 Corporates have reached the Rs.5 Bn mark and contributed 49.22%
market share
5. Top 50 Corporates market share is 86% and top 100 Corporates share is
95.95%.
6. New Products launched in last 12 months are 398 ( MNC 20 & NAT 378)
4. Total 118,855 135,022 161,325 184,906 215,198 16.00
NATIONAL 64,618 73,513 90,347 104,797 124,483 17.81
MULTI-
NATIONAL
54,237 61,509 70,977 80,109 90,716 13.72
Rs. Mn.
9. Pharmaceutical Industry Characteristics
Highly Competitive but Fragmented industry.
Complicated business model with numerous
stakeholders .
Very Technical/Scientific products.
Major R&D expenditures and High Risk product
development environment .
Long Product-Development Timelines.
10. Pharmaceutical Industry Characteristics
Long Marketing-Planning horizons
Highly regulated industry and highly regulated
marketing communications by FDA
Primary targets: Healthcare Professionals and
Consumers
Numerous “customers” with variety of information
needs requires multiple approaches to creating
marketing campaigns and communications
Evolving selling environment.
Use of e-channel still in its infancy in our industry
11. Role of Marketing
• Recommend
development
• Define product
profile needs
• Define
competitors
• Develop market
• Develop strategy
• Input on
product
labeling
• Recommend
filing strategy
• Define
launch plan
• Develop
positioning
and branding
• Finalize
strategy
• Finalize pricing
• Finalize
promotion
and branding
• Implement
launch
campaign
• Finalize field
sales plans
• Monitor
performance
• Adjust strategy
and tactics
• Sequence
promotion
• Manage
product
life cycle
• Provide
background
on market
and product
potential
STAGES OF PRODUCT DEVELOPMENT
Post launch
Marketing
Product
Launch
Regulatory
Approval
Clinical
Studies
Basic
Research
16. Branding in Pharmaceutical industry:
Pharmaceutical industry takes long-term brand
building very seriously.
This is because of the characteristic of the industry.
Prescription only medicine sector is contributing
around 90% of global pharmaceutical revenue.
18. History:
Over 100 years ago, Thomas Beecham recognized
the importance of Branding his safe and effective
laxatives “Beecham pills”
This started a new trend in the marketing of
medicine attaching a personal guarantee of the
product’s effectiveness.
As knowledge grew and medicine began to
become effective for a whole range of previously
untreatable symptoms and conditions.
So the Pharma Industry prospered.
20. The “Marketing Concept” in Pharmaceuticals
Key Principles
All the resources of the firm are organized into a
total system aimed at meeting the needs of the
consumer
The role of marketing is to influence or direct
activities from the manufacturer to the patient:
The right products
In the right quantity
At the right place
For the right price
At the right time
21. Unique Aspects of Pharmaceutical
Marketing and Sales
Influence of non-purchasers on the purchasing habits of the
consumer
Veto/authorization power of physicians – consumers need an
authorized document to purchase a prescription drug
Importance of the disease to identifying and classifying
markets
Professional licensing required to stock and sell
pharmaceutical products
Records of every transaction are kept that are specific to:
Patient
Physician
Product
22. Market Research
Environmental scanning:
Physicians
Pharmacists
Pharmacies
Hospitals
Data gathering and analysis
Influence of unique aspects of the pharmaceutical market
on market research:
Known list of entities
Knowledge-based decisions
Similarities in education and thinking (professionalization)
Availability of records for transactional activity
25. Sales Roles
Detailing
Face-to-face visits to physicians or purchasing
managers (e.g., hospitals, HMOs) to present new
prescription drugs
Influence prescribing habit
Increase current prescription usage
Deliver samples
Build relationships with doctors
Get drug into a formulary; “pull through”
Sample Management
Track delivery of prescription drug samples to
physicians or other purchasers
26. Effective Detailing
Influences on Physician Prescribing Habits
Source: IBM Analysis
Side Effects
Drug delivery
method
Cost of drug
Efficacy
Potential drug-
drug
interactions
Dosage
Pay or
formulary
status
Brand
Personal
preference
Patient request
28. Detailing Challenges - Physician Concerns
20%
Not enough samples
28%
Not enough medical expertise
40%
Take too much time
44%
Too many from the same company
Inconvenient timing
Biased information
“What are your top complaints about detailers?
Source: The Forrester Report: “Pharma’s Detailing Overhaul”, February 2001 (IMS Health, Scott-Levin, Forrester Research, Inc); (Ziment/WebSurveyMD.com); IBM Analysis
• “I view them as the liaison but I
don’t take them at their word all
the time”
• “I hate negative marketing. The
lack of objectivity is a big turnoff
for me”
• “If they keep coming back with the
same information, it’s a waste of
both parties’ time”
• “I appreciate the information, but
the reps can be pushy”
• “The thing I dislike the most is
when the rep doesn’t appreciate
that I am busy and still tries to
pitch the drug to me”
• “I don’t believe that someone with
a bachelor’s degree knows more
about how a drug works than I do”
Physician Comments
78%
47%
30. Key Opinion Leader Management
Expert physicians -- often called "opinion leaders" or
"thought leaders" -- play critical roles in driving
pharmaceutical sales
Participate in ongoing R&D
Have privileged access to R&D information
Company-sponsored featured speaking engagements at
prestigious conferences
Exchange ideas with other physicians regarding new
products or indications or adverse events
Helps convince other doctors to prescribe new products
and can make the difference between a successful
product launch and a major disappointment
31. Other Tools:
Medical Group Meetings (MGM’s)
Round Table Discussions (RTD’s)
Local Speaker Programs (LSP’s)
Foreign Speaker Programs (FSP’s)
Ward Presentations (WRP’s)
Chamber Presentations (CMP’s)
