1. Pluto a new hope for resistant and intolerant patients MenattallahElserafy Mohamed Swilam Mona Elkhateib Ola Elgamal RanaKhamis

5. Strength Patient’s trust in Novartis. Experienced R&D employee. Compliance due to easy route of administration (400 mg PO bid)

6. Cont. In comparison to Mirac: It has higher affinity. It has higher Plasma concentration. Tolerable side effects. Effective in Mirac intolerant patients. Effective in resistant CML.

7. Weakness Has side effects (hematologic and nonhematologic AEs). High monthly cost (1500 L.E)

8. Opportunities Patient resistance to first line treatment. Increased patient awareness about their condition. Increased physicians awarenessabout CML.

9. Threats Emergence of resistance. Marketed competitive drugs. Small market ( 20% of CML patients). Becoming unaffordable Late diagnosis and noncompliance to treatment due to high level of illiteracy.

10. Strategic objectives

11. Strategic objectives

13. STRATEGY FORMULATION Pluto Offerings

14. Position Pluto has high tolerance and effective against resistant CML

15. STRATEGY FORMULATION 2) Stakeholders

16. STRATEGY FORMULATION 3) Market segmentation

17. 4) Marketing Strategy

18. We put our patient first Patient care Psychological support Increase Awareness of Community about CML Make the drug affordable for poor patients

19. Psychological support Build a bridge between CML resistant and intolerant patients and caregivers. - create a club for CML resistant and intolerant patients on CML Egypt website. (inspired by CML earth) Hug Hi five Share feelings You are not alone

20. Psychological support (cont.) Cancer society (NGO) Awareness campaign twice annually to educate the community about CML to gain its support

21. Make the drug affordablefor poor patients Cancer society link and bank account for donations on CML Egypt website Marathon Raise money to provide drugs for poor patients Get the drug 4 timed and the 5th time for free to support patient’s compliance

22. Action plan

23. Action plan (cont.)

24. Detailed Promotion Plan Over the 5 years: - Advertise in medical magazines - Detailing aids worth 50,000 EP/ year as flyers, brochures and posters containing info on Pluto’s efficacy, side effects, Drug interactions, contraindications & pharmacokinetics. -7% discount to institutions and wholesalers. -Flyers & medical representatitives to 30 health insurance companies & 3 large wholesalers.

25. Detailed Promotion Plan

27. Abroad Meeting (20, 000 x 3 = 60, 000 LE)

28. Detailing Aid (50, 000 LE)

29. Gifts ( 20, 000 LE)

31. Financial Plan

32. Financial Plan: Sales Sales Year

33. KPI ( key performance indicator)

34. KPI)

35. THANK YOU