Walid saafan pharma_experience

Strategic competitive edge
Best Practices from a leading multinational
pharmaceutical corp.
Walid Saafan,
8th Dec., 2009

Topics
.
 Introduction
 Market Analysis / Core Product Performance Reports
 Comers to The Market (CTM)
 Market Elements of Growth (MEGR)
 Territorial Sales Report (TSR)
 Market Analysis Report (MAR)
 Promotional / Medical Analysis Reports
 ABCD chess incentive scheme
 Target Segmentation Grid
 Integrated reports
2 | Strategic competitive edge | Walid Saafan

Introduction
Business Intelligence benefits

 BI reports enables decision makers to: Knowledge
• Access Business Information. Information
• Analyze business data. Data
• Prompt Act with Insight.

 Support senior managers to take strategic decisions.
 Data gathered from primary and secondary data sources
and organized and presented according to business needs.

 Data consolidated into dashboards and Multidimensional
reports visualize information easily from different
prospective.


Agenda

Market Analysis / Core Product Performance Reports
Comers to The Market (CTM)
Market Elements of Growth (MEGR)
Territorial Sales Report (TSR)
Market Analysis Report (MAR)
Promotional / Medical Analysis Reports
ABCD chess incentive scheme
Target Segmentation Grid
Integrated reports

Market Analysis Report
Follow up CRP performance

 Leading corps’ market performance (month/YTD/MAT)
Egypt Corporates market (Total Market)
Month: 10/2007 Month
GR Inc Inc Sales MS
Company Sales GR% MS% MSG/L
Rank Sales rank Rank
Total Market 911,078 24.1%
Novartis PH 40,486 26.2% 11 8,406 5 4.44% 6 0.08%
NOVARTIS 63,841 24.9% 0.05%
EIPICO* 54,173 28.9% 9 12,130 2 5.95% 1 0.22%
GLAXOSMITHKLINE* 54,056 23.1% 14 10,129 3 5.93% 2 -0.05%
SANOFI AVENTIS 49,983 -22.5% 21 (14,474) 20 5.49% 3 -3.29%

 Leading products/ BUs performance
Y06 Y07
LY Inc Sales LY Sales
Novartis PH Leading brands Avg Avg Sales MS% MSG/L
Sales Sales GR% GR% cont.
sales sales
CATAFLAM/CATAFAST 6,683 8,073 6985 9,347 2,362 33.8% 40.1% 13.22% 1.07% 20.4%
VOLTAREN/FLOTAC 5,257 6,275 5398 7,278 1,880 34.8% 37.9% 10.29% 0.90% 15.9%
TEGRETOL 2,805 3,466 2911 4,738 1,827 62.8% 48.0% 31.11% 1.13% 10.4%

 Competitors’ top growth drivers
1st brand 2nd brand
Com pany
Brand Sales GR% Cont. Brand Sales GR% Cont.
GLAXOSMITHKLINE* AUGMENTIN 23.18 135.10 26.63 ZANTAC 9.96 83.60 11.44
NOVARTIS CATAFLAM/CA 9.35 33.80 13.16 VOLTAREN/FL 7.28 34.80 10.24


Core Products Performance
Leading brands per defined strategic markets

 Graphical charts for the MS - MSG/L, Value sales & GR%
 Selection for the required period month/ YTD
 Follow up monthly sales/MS/GR trends
 Monthly Details/ RXs trend
Tareg range Product Performance
IMS Data 09/2007

Month Sep 07 Month IMS VALUE IMS Value GR% MS% MS G/L

CONCOR/ PLUS 5,664,600 -11.8% 10.98% (2.04)

CAPOTEN/ CAPOZIDE 4,893,000 10.7% 9.49% 0.52

TAREG RANGE 4,289,300 22.9% 8.32% 1.24

NATRILIX 2,673,700 -4.2% 5.18% (0.48)

NORVASC 2,286,100 17.0% 4.43% 0.47

TRITACE/ COMP 2,159,600 12.2% 4.19% 0.28

HYZAAR/ OZAAR/ FORTZAAR 1,788,200 13.9% 3.47% 0.28

LASIX 1,453,000 119.8% 2.82% 1.48

-4% -2% 0% 2% 4% 6% 8% 10% 12% MS MS Gain/Loss Market GR% 4.6%


Comers To the Market (CTM)
What was introduced in the market?

 Identify the New Introductions (new brands) and Life Cycle
Management (new packs) introduced in the market.

 Provide detailed information about NIs/ LCM brands,
packs, molecule, public sales price, YTD sales impact .

 Can be done on a certain therapeutic class (ATC3) and/or
corporate

CTM

CTM deliverables – Total market

ATC3 CRP Brand Pack Mol(s) NIs count

LCMs count

NIs YTD sales

LCMs YTD sales

NI YTD sales

LCM YTD sales


CTM deliverables – specific ATC3/ CRP

Select Class Select CRP

 All results filtered on the selected class/ corp.
 New competitors information available


CTM analytical reports

 Leading CRPs in LCM/ NIs
 Get more insights about CRPs
strategy in terms of LCM/ NIs.

 Leading ATC3 in LCM/ Nis
 Get more insight about the attractive
markets in terms of LCM/ NIs


CTM Sample outputs

Leading MNCs - LCM
Others (180),
23,799,000 , 22%

NOVARTIS, 39,246,800
SANOFI AVENTIS, , 35%
2,127,700 , 2%

MERCK AG*, 3,043,000
, 3%
GLAXOSMITHKLINE*,
3,471,600 , 3%
AMOUN PHARM.CO.,
3,896,400 , 4%
EVA, 4,979,400 , 5%
ABBOTT*, 5,117,000 ,
PFIZER*, 8,972,900 , NI/ LCM breakdown per CRP
8%
5% 45,000,000
ALTANA*, 7,037,600 ,
LUNDBEC., 6,423,900 , MIACALCIC PLUS
7% SIRDALUD 2m g 20
6% (08.2006), 615,300
40,000,000 (07.2006), 542,500

VOLTAREN AMP 75mg 6
35,000,000
(04.2006), 6,362,100

30,000,000 CATAFLAM AMP 75mg 6
(04.2006) , 4,156,400
ANAFRONIL 75mg 20
25,000,000 (02.2006), 4,306,600

20,000,000 38.6 Mio
CATAFLAM 50mg 20
15,000,000 (02.2006), 13,232,700

10,000,000

FLOTAC (01.2006),
5,000,000
10,031,300

-

Novartis PH

Conclusion

 CTM is an easy tool that give more insight about market
dynamics.

 The tool can be adapted easily in different scales from
small CPOs to regional level.

 Many new untapped information can be exployed that will
support marketing and senior management to analyze
market dynamics.

 Consolidated reports can easily extracted with pivot
reports.

‘Market insights’


Market Elements of GRowth (MEGR)
Think beyond what is possible


.
 Detail analysis for MKT/ MNCs/ OTHERs/ CRPs growth
components:

• IMS classification:
1. New Introductions
2. Life Cycle Management
3. Price Increase
4. Units
5. Others
• Growth due to interaction between simultaneous price and quantity changes- interactive
effect.
• Growth due to exchange rate changes
• Residual growth :
» Growth caused by discontinued products or packs.
» Growth caused by new packs of existing form-strengths.

‘Clear competitor growth drivers/ market potentiality’


Y06 Market Elements of Growth ‘IMS vs MEGR’

20.0%
18.0%
16.0%
6.9%
14.0%
12.0%
10.0%
18.5%
8.0% 7%

6.0%
4.0% 0.6%
1.9%
2.0%
2.2%
0.0%

PI
NIs

LCM

GR%
Units

Others

MEGR - Summary results
List of all growth elements

 List of YTD value for each element along with automated
waterfall chart (based on your selection).

Select CRP

Top 30 MNCs
Y06 - Value
LY Sales NIs # LCM # PI # Y06 sales
Total market 7,864,762,700 175,869,500 145,901,500 46,086,556 9,319,240,304
Top 30 MNCs 3,470,055,600 33,869,200 94,127,400 22,548,675 4,108,206,308
Novartis PH 339,932,900 994,300 41,758,100 4,288,449 411,320,804
Y06 - GR Elements
NIs LCM PI's Units Others GR%
Total market 2.2% 1.9% 0.6% 6.9% 6.9% 18.5%
Top 30 MNCs 1.0% 2.7% 0.6% 4.1% 10.0% 18.39%
Novartis PH 0.3% 12.3% 1.3% -5.2% 12.4% 21.00%


MEGR - New Introductions
Full details about NIs

 Detailed information including:
• CRP, brand, pack(s), PSP, introduction month, YTD value sales.
NOVARTIS Y06 NIs

 Selection by CRP/ brand. 16,000,000
627,300 14,040,900
14,000,000 2,014,200

 NI strategy assessment.
12,000,000 994,300
10,405,100
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
-

TOTAL NIs
MIACALCIC
FLOTAC

ANTOPRAL
HYPOTEARS

PLUS

MEGR - Life Cycle Management LCM
Full details about LCMs

• CRP, brand, pack(s), PSP, introduction month, YTD value sales.

 Selection by CRP/ brand. NOVARTIS LCM-Y06
45,000,000
6,843,000 83,200 579,200 627,300 41,841,300
40,000,000

 LCM strategy assessment. 35,000,000
30,000,000 14,392,400
4,304,300

25,000,000

20,000,000
4,606,800
15,000,000
10,405,100
10,000,000

5,000,000
-

CATAFLAM
ANAFRONIL

75mg 6AMP

75mg 6AMP
CATAFLAM
FLOTAC

VOLTAREN

SIRDALUD

MIACALCIC
CH (JUL)

PLUS (SEP)

Total
50mg 20T

2MG 20T
75mg 20T
(JAN)

(FEB)

(JUL)
(APR)

(APR)
(FEB)


MEGR - Price Increases PI
Full details about PIs

• CRP, brand, pack(s), old/ new price, monthly PI sales impact.

 Selection by CRP/ brand. 6,000,000
NOVARTIS PIs -Y06

5,000,000 1,453,241 4,775,380

 PI strategy assessment. 4,000,000

3,000,000
870,923

486,931
1,964,285
2,000,000

1,000,000

-

TOTAL
VOLTAREN
CO-TAREG

TAREG
GLYVENOL
PROCTO

Territorial Analysis Report (TAR)
Follow up sales on territorial level
 Consolidate territorial sales for our defined markets.

 The following dimensions are included:
• Month, Year
• Market  All defined sales analyzer markets
• Product  all defined products
• Zone
• Area

 The following measures are included:
• Value/ MKT_Value/ LY_Value/ LY_MKT_Value/ MS%/ LY_MS%/
GR%/ MKT_GR%/ MSG

 FF structure is included to follow up sales by DM/MR
23
territiries.
| Strategic competitive edge | Walid Saafan

Territorial Analysis pivot table

 A pivot table consists of 4 main areas

Drag & Drop required Dimension/ Measures


Territorial Analysis pivot table
conclusion

 IMS territories are grouped according to BU/FF structure to
facilitate their sales follow-up along with competitors.

 Managements can easily identify competitor territorial
penetration.

 Tool can be linked to additional systems like CRM.
‘Territorial growth drivers’


Analyze CRP/ Markets/ Classes national sales

 Consolidation of CRPs/ Brands performance analysis.
 Follow up on the following business areas:
• MNC/ Others market performance.
• CRP performance within Total MKT/ MNCs/ Others.
• NVP Bus performance within Total MKT/ MNCs.
• Products performance within relevant markets.
• Leading ATC3 classes on the market.
• GR driver per ATC/ CRP/ MKT.
• NIs/ LCM/ PI information and monthly sales impact.
• Defined KPIs (MS%, GR%, MSG).
• Tailored on the defined markets.


Market Analysis pivot table

 Multidimensional report is based on Excel pivot table.
• Month
• CRP_Type  MNCs/ All Others
• Market  AHT MKT/ ANTIALZH MKT/ ANTIEPILEP MKT/ ANTI-PSYCHO MKT/
CHOLESTROL MKT/ NSAID MKT/ OSP MKT/ REP MKT.
• Corporate  all corporates in the market
• NVP_BU  CNS/ CVS/ IM/ MP/ ONCO/ OPHTHA/ TRANS.
• Class  ATC3.
• Product_Group  grouped products (eg TAREG_GROUP etc.)
• Product  all products in the market
• Pack  product pack

• LY_Units/ Units/ LY_Value/ Value/ NI_Value/ LCM_Value/ PI_Impact


Market Analysis pivot table – cont.,

 A pivot table consists of 4 main areas

Dimensions
Measures
Drag & Drop required Dimension/ Measures


Market Analysis pivot table
conclusion

 Comprehensive information repository that can be tailored
easily to corporate needs (specific market, customized
class, BU, Product group, etc… definitions).

 Include many additional calculated fields like: NI, LCM, PI
impact.

‘Competitor insights’


Promotional analysis report
Projected details in our defined markets

 Follow up projected details in our defined markets.
 The report includes the Dr Specialties and product
strength.

• Qtr / Year
• Market
• Specialty
• Product
• Strength

• LY_Details/ Details

Medical analysis report
Projected RXs in our defined markets

 Follow up projected RXs in our defined markets.
 The report includes the Dr Specialties, product strength and area.
• Qtr / Year
• Market
• Specialty
• Product
• Strength
• Area

• LY_RXs/ RXs


ABCD CHESS incentive scheme

 Create best in class incentive scheme based on Sales
growth and market share gain

 Incremental incentive steps (with sales GR/ MS gain)
 Identify high performance/ lower performers MRs on each
product/ line
 Incentive is linked to the MR performance, equally opportunities for
small/ large territories.

 Simple calculation criteria.
‘Align CPO objectives with Field force targets’


ABCD CHESS Data Sources


Agenda

Market Analysis / Core Product Performance Reports
Comers to The Market (CTM)
Market Elements of Growth (MEGR)
Territorial Sales Report (TSR)
Promotional / Medical Analysis Reports
ABCD chess incentive scheme
Target Segmentation Grid (TSG)
Integrated reports

Target Segmentation Grid (TSG)

 Redefine target Drs based on their potentiality and adoption
(9 grid).

 Different overviews about our target Drs.
 Pre-defined strategies for each Dr type.
 Utilize marketing mix tools to the right target.
 Assess MR workload.


TSG System Inputs

PM Input FF Input

PM input FF input
 GRID steps (L/M/H)  Dr Potentiality

 Dr Adoption

 Target visits/day


TSG deliverables

 Filter grid results by different criteria/ combinations
• Zone, IMS Territory, Specialty, GRID

 Count of Drs & % per Grid (based on the selection criteria)
 Count of Drs & % per tier.
 List of all Drs with complete information (based on the
selection criteria, Zone/ Territory/ Specialty/ Grid).

 Calculate the estimated MR number equivalent based on
the defined target call frequency per grid.

‘Increase productivity with less cost’


TSG deliverables, cont.


Integrated reports

 Integrate different data sources to assess the FF
performance like:
• Link FF coverage (Siebel Focus) to territorial MS% (IMS) to identify
the relationship between calls and MS%.
• Company sales and IMS territorial sales.

 Example: FF whistler report
• Integrate IMS data with CRM
• Compare Zone/ Line MRs vs competitors within the same territories.
• Compare MRs within the same line to each others


FF whistler sample reports


Sky is the not a LIMIT

Thank you


Walid saafan pharma_experience

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