2. Position of Johnson and Johnson vis-à-vis competition in the industry
INDUSTRY CHARACTERISTIC FEATURES:
Sutures (also known as stitches) are divided into two kinds – those which are absorbable and will break
down harmlessly in the body over time without intervention, and those which are non-absorbable and
must be manually removed if not left indefinitely.
• Sutures to be placed internally would require re-opening if they were to be removed. Sutures
which lie on the exterior of the body can be removed within minutes, and without re-opening the
wound. As a result, absorbable sutures are often used internally while non-absorbable sutures are
used externally
• Sutures to be placed in a stressful environment, for example the heart (constant pressure and
movement), the bladder (adverse chemical presence) or the bones (very high tensile forces) may
require specialized or stronger materials to perform their role
The characteristic features of the sutures industry are:
• Surgeon specific industry
• Infiltration of low priced products from small vendors like Futura surgicare
• High degree of human intensive processes so cannot employ automation to reap the scale of
economy
Scanning of the Market Environment: -Makes policies on patent protection
-Exercises price control
Government
-Derives strength from their core
Integration
competencies
-Sales force MRs with other
businesses
-Consumers Force of Suture Medical -Customers
Patients Profession
Industry
-Effects the national market by
international laws
International -Enables safe products
Technology
Influence
Country
Status
-Defines market potential
Fig-1: Eight Forces 1
1
www.usitc.gov/publications/332/working_papers/EC200705A.pdf

3. INDIAN SUTURE MARKE T ANALY
N E YSIS:
Key Pla
ayers in the market:
e
Indian su
uture market is majorly d
dominated by 5 major pl
y layers
Figure-2: Ind mpanies2
dustry share of com Figure-3: Perceptu map of compan 3
F ual nies
SWOT Analysis of JnJ-Ethic
f con
Strength
S Weakne
ess
* There is increasing pressu within the mar
s ure rket to reduce price in line with
es
* Etthicon has been the global leader in the wound closure business as well a in
e t e as
medical bbudgets.
India . JnJ Ethicon Gro
a oup Has biggest market share in Ind this indicates a
m dia,
* Challen nges have been fac within JnJ Eth
ced hicon group where a reduction in
stron position for the group.
ng
the marke demand for key products (Vicryl a Monocryl) has been identified
et and s
* Th business model adapted by JnJ Eth
he hicon fundamental uses the adapta
lly ation
as these p
products have been replaced by low cost local sutures by many
n
of en
ntrepreneurial valu in order to retain an edge within the market place.
ues
practition
ners.
* Wo orking with intensive scientific notio JnJ Ethicon uti
ons ilises a varied expanse
* Monoc suture has not been as successfu in India as it was in other parts of
cryl ul s
of pr
roblem solving tec chniques in order to challenge the sta
o andard practice and d
the worldd.
capittalise on growth th
hrough emerging markets which enab associated
m bles
* Monocryl market had ju reached 3 crore in 10 years. With a smaller
ust es h
growwth.
playing fi even if we upg
field grade 100% of exi isting Monocryl ussers, a 3 cr
* Th use of independe offices workin as standalone un provides the
he ent ng nits
topline w
would not justify a new product.
oppoortunity to develop concepts with cultural consideratio which can prov
p ons ve
* Ethico is not able to ad
on dvertise in mainline media as these w
were
impoortant when launch hing a product in any country.
a
ethical/prrescription product and not OTC.
ts
Jn
nJ‐Ethicon
Oppor
rtunity Threat
t
* Jn Ethicon Group h developed new products (plus su
nJ has w utures) with regula atory * There i a high level of c
is competition for ma arket.
approvals, which provi ides the opportuni to grow the exis
ity sting product * Suture are fast becomin a commoditized category. Many n
es ng d new
portffolio. comprommised quality/low c producers hav entered into the market.
cost ve
* E Ethicon team had converted 18% of Vicryl users to plu as Ethicon’s repl to
V us ly Competittion was able to sell the finished goo at nearly half th price of
ods he
Ethicon p
products.
the lo cost threat to V
ow Vicryl. They succeesfully moved the s
surgeon higher on the
n * Chinese Imports have st tarted hitting India hospitals.
an
bene ladder rather th competing on cost and hence kee the value intact.
efit han c ept * There i no surity about w would happe to the brand extension of a
is what en
The same strategy may work for Monocr
y ryl. product (M
Monocryl) which had already receiv a lukewarm response from
ved
* W the developme of WTO rules to prevent the avai
With ent t ilability of cheap Indian Su
urgeons.
medi products, there is the opportunit to reduce the lev of lost profit du
ical e ty vel ue * Next ggeneration topical s
skin adhesives may replace suture m
y market in the long
to low cost competitorrs. run by re
edefining it with m
methods to close th skin using no su
he utures at all .
J-Ethicon4
Figure-4: SWO Analysis of JnJ
OT
2
Annexure-2, Envidea Case
,
3
http://www.r
researchandmarke ets.com/reports/65
51976/sutures_ind
dia_private_limited
d_medical_equipm
ment
4
http://www.ethicon.com/
jnjindia.com/medical_ethicon.asp
http://www.j

4. STRATEGIZING THE LAUNCH OF MONOCRYL PLUS BY
ETHICON
KEY ISSUES
The “plus” variants of Vicryl and Monocryl are essentially strategic products to counter the
commoditization of the suture market. Instead of confronting the low cost producers and Chinese
exporters (who played on aggressive pricing) head on, J & J introduced innovated variants with
antibacterial coating to prevent bacterial colonization. The success in upgrading 18% of Vicryl users to
Vicryl Plus and attaining positive bottom line impact is difficult to replicate in the case of Monocryl Plus.
The reasons are:
• Difference in the market size of Vicryl (Rs.80Crore) and Monocryl (Rs.3Crore). In the case of
Monocryl, even a 100% up gradation would not make significant impact
• Positioning of Monocryl suture restricting its use only to skin closures, and contraindicating it for
deeper layers, Cardiac tissues and Neurological tissues
• Since the use of sutures is skill driven, an important concern is to educate the surgeons and instill
confidence in the new product to ensure adoption
• The constraint of not being able to talk in the mainline media, and the uphill task of being able to
transform a “push” product into a “pull” product, sought by the dealers, surgeons and the end
consumers, i.e. the patients
• The lukewarm response of Monocryl in the Indian market did not set up a conducive backdrop for
launch of Monocryl Plus
PRE-LAUNCH PLAN
Market Segmentation
The customer net for the suture market is quite complicated and interlinked. The first interface of the firm
(J & J) is with the Medical Representatives (MR), who show-case the product to the physicians, surgeons,
etc. The end consumer is the patient who rarely exercises a voice in the choice of the suture.
The variables for segmenting the different categories of the customer segments are quite different.
1. The doctors and the physicians are classified on the basis of the following variables:
• Prescribing habits of the doctors
• Degree of openness towards adopting new technology products
Experimentalists
Progressive
Early adopters or Innovators
Traditionalists
• Patient Load (Size of the practice)
• Accessibility times of the doctors
• Specialization of the doctors
• Sensitivity of the physicians to varied promotion schemes, and ethical stands taken.
• Relationship with doctors – Emphasis on inner circle of doctors for brand recommendation
2. The end users or the patients are classified on the basis of the following variables:
• Level of keenness towards participation in the decision of surgical products use
• Level of awareness of surgical products like sutures
• Demographic – age, type of illness
• Geographic – Tier I/Tier II/ Tier III city of residence/treatment, urban or rural
• Economic strata of the society - Directly reflects the willingness to pay for premium products
3. The wholesalers/retailers/stockists
• Though this is not an OTC product, regular surgical equipment suppliers of government
hospitals should be offered Monocryl Plus at discounted rate5 to facilitate the bidding for
tenders6
5
This is subject to the comfort level of company in giving out such discounts. Also, precautionary measures should be applied so that the product
reaches the targeted customers at the discounted rate
6
Government hospitals purchase surgical equipment through tender. (Primary Interview – Dr. Ashok Sinha, IMA Bihar Chapter)

5. Defining Target Segments
Customers
As for the doctors, who would recommend the use of Monocryl Plus products, we aim at the following
target segments in the order of priority:
Fig-5: Target Market for Monocryl Plus 7
We base our recommendations on the premise that since Monocryl plus gives better results than other
competing brands in case of cardiovascular, gynecological and general surgery, so doctors in these
segments will be susceptible to upgrading to Monocryl Plus, thereby making them potential market for
Monocryl Plus.
Consumer
Population Breakup
Figure-6: Population Breakup8
Consumer Behavior9
Following conclusion can be reached in terms of the attitude of different income group households
towards the medical facility they want to avail themselves of.
Social Class Nursing homes Private hospitals Governmental Hospitals Total
High 72(86.7%) 11(13.3%) - 83
Middle 45(97.8%) 1(1.2% ) - 46
Low/Very Low 2(5%) - 38(95% ) 40
Table-1: Consumer behavior for medical facilities selection
Social Class Nursing homes Private hospitals Governmental Hospitals
High 72(60.5%) 11(91.6%) -
Middle 45(37.8%) 1(8.4%) -
Low/Very Low 2(1.2%) - 38(100%)
Total 119 12 38
Table-2: Share of different Socio-economic classes of patients in various medical facilities
7
Case Facts
8
http://indiaretailbiz.wordpress.com/2006/10/15/socio-economic-classifications-sec-categories/
http://en.wikipedia.org/wiki/List_of_most_populous_metropolitan_areas_in_India
9
http://books.google.com/books?id=717R24_QEsgC&pg=PA222&lpg=PA222&dq=medical+expenditure+india&source=bl&ots=jQBwWJDDJP&sig=QRv
aqUP1PaAFOoG 2NMRERXPuh0E&hl=en&ei=paR5SoynHY7a6gOoh_yhBQ&sa=X&oi=book_result&ct=result&resnum=9#v=onepage&q=&f=false

6. Targeting Strategy
Concluding from the above data, the following targeting strategy is recommended for Monocryl Plus:-
• Target only high and middle social sections in tier I/II cities for mass marketing and spreading
awareness
• For private nursing homes, design the campaign for both high and medium social class
• For private hospitals, design the campaign for only high class
Strategic Positioning of Monocryl Plus
Monocryl Plus should be positioned as an innovative product with first in class approach, which would make a
paradigm shift in the surgical stitching.
Key attributes
• Low tissue reactivity
• High tensile strength - Consistent absorption rate with a predictable decrease in tensile strength
• Half-life of 7 to 14 days
Monocryl Plus Suture provides wound support for approximately 14 days
• Slippery surface - makes it easier to pass
Smoothness of Monocryl Plus Suture results in less tissue drags than gut sutures and
braided synthetic absorbable sutures
Monocryl Plus Suture needs fewer stitch granulomas than braided stitch
• Excellent first throw hold for easy and secure wound approximation
• Protection for Surgical site Infections (SSI)10
Applications and Uses
Presently Monocryl Plus is mostly being used in
• Cosmetic Surgery
Monocryl Plus dissolvable suture allows finer approximation of edges and gives excellent results,
when they are used to close the incisions by subcuticular stitching11
However, due to unique attributes and benefits offered by Monocryl Plus, we may also target the
following specialties:-
• Cardio Vascular Surgery
Though contraindicated for use in Cardio Vascular Surgery, primary interviews have revealed
that transparent Monocryl would be preferred suture in Cardio Vascular Surgery since it offers
high tensile strength and longer half life, along with low tissue reactivity12
• General Surgery 13
Knotless surgery offered by Monocryl Plus saves a lot of time, and with increasing
operating room charges this is viewed positively by general surgeons14
• Gynecological Surgery
Absorbable monofilament sutures (like Monocryl Plus) are preferred by many surgeons for
fascial closure of a transverse incision. These sutures are often used with midline incision
closures in gynecologic surgeries. It is believed that using a delayed absorbable suture in a mass
closure of all layers of the abdominal wall is efficient and safe15
• Oral Surgery
Microbial load is significantly lower when absorbable monofilament Monocryl is used16
10
SSIs account for more than 20% of all healthcare-acquired infections. Over 60% of surgical site infections (SSIs) occur at the incision. Monocryl Plus Suture, with its
advanced antibacterial technology, creates a zone of inhibition around the suture that kills pathogens and inhibits bacterial colonization of the suture.
11
http://www.feedage.com/feeds/2338975/breast-augmentation-toronto
http://books.google.co.in/books?id=cYGaj7GYstgC&pg=PA1012&lpg=PA1012&dq=Gynaecology+surgery+monocryl&source=bl&ots=033sXZweeS&sig=-
hTluKJa24YvHYTvPzm2A7uWx-4&hl=en&ei=6Xh8StKpLsmNkQWW3M3vAg&sa=X&oi=book_result&ct=result&resnum=7#v=onepage&q=monocryl&f=false
12
Primary Survey – Dr. Ashok Kumar Sinha, IMA Bihar Chapter
Primary Survey – Dr. Kiran Kumari, Gynecologist, Patna
13
General surgery, despite its name, is a surgical specialty that focuses on abdominal organs, e.g. intestines including esophagus, stomach, small bowel,
colon, liver, pancreas, gallbladder and bile ducts, and often the thyroid gland (depending on the availability of head and neck surgery specialists). They also
deal with diseases involving the skin and hernias. These surgeons deal mainly in the Torso.
14
Primary Survey – Dr. Ashok Kumar Sinha, IMA Bihar Chapter
15
http://emedicine.medscape.com/article/271349-overview
16
http://linkinghub.elsevier.com/retrieve/pii/S0278239106019343

7. Communication and Promotion
For surgical products (like suture), the response gathered in the first year of the launch is what decides
the fate of the product. Any product that initially takes a beating at the hands of the customers, is least
likely to come up again and capture the market share, because a loss of trust and confidence, in the case of
health related products, gives it a negative stand.
We must take care of this fact before reaching out to communicate with the doctors and the end
consumers (patients). Before launching Monocryl Plus, the pre-launch strategy must be clearly laid out.
If we plot the riskiness associated with the use of product and the degree of rationality required in making
the choice, we arrive at the following figure (Figure-7).
Hence the choice of sutures by the physicians/surgeons is
dictated by a high degree of rationality and the risk associated
with the use of product. Therefore, communicating key
information to the doctors is very important. Literature
suggests two schools of thought, used for communication with
the doctors: Medical School which relies totally on facts to
keep a knowldege user uptodate with the latest technologies
and the Psycho-Behavorial School which emphasizes the
focus on repeated messages, brand recall, and the role played
by noise (marketing communication from other products) and Figure-7: Communication Matrix for health professionals
ethical issues.
We suggest a combination of both approaches to be adopted by Ethicon in getting its message across.
Strategies to communicate with the doctors
The key here is to Inform and communicate that staying abreast of technology adds value.
• Advertise in medical newsletters, journals and magzines
• Communicate to doctors personally via telemarketing and web marketing using digital media
• Hold seminars, symposiums & workshops for familiarising surgeons with the product
• Send samples of the Monocryl Plus suture along with “Monocryl theme” gifts through MRs
• Display posters and calendars in the hospitals and nursing homes
• Use Doctor Mailing cards ( with the product message on one side and the harmful effects of
surgical site infections on the ther side of the postcard). Keep a structured feedback and followup
mechanism for all the unaccepted parcels
• Get endorsed by medical forums,like Indian Association of Cardiovascular & Thoracic Surgeons.
• Tie-up with with medical colleges for interaction with students, with the purpose of familiarising
them with Monocryl Plus
The other channel to bank upon is that of the well trained Medical Representatives. Whereas an
advertisement in the mass media gets an attention span of atmost 5-6 seconds, an MR gets a personalized
attention span of 2-3 minutes, and works on
relationship management with the doctors. Hence, Productive Prescription of
Effort Monocryl Plus
incentivize the MRs. The dynamics of interaction
between doctors and MRs is illustrated in figure-8. Unproductive
The various stages right from the communication of Wasted Effort Adoption and Use
Effort of Monocryl Plus
new product launch, illustrating its benefits and the
adoption of the product can be explained in terms of
the stages listed below: Make a call
Evaluation of Monocryl
to a doctor
Plus vis-à-vis other brands
Awareness
Arise Interest
Sales Proposition leading to persuasion and Trust and Satisfaction
Repeat
Preference Confidence in Purchase
Availability of the product Dissatisfactio
Trial
Brand
Confidence and Trust in the eyes of the Relationship
opinion leaders
Repeat Purchase Figure-8: dynamics of interaction between a doctor and an MR
Mass adoption of the product

8. We can illustrate a sample message in print media for doctor in the following figure:-
Strategies to communicate with the patients:
The key here is to Reassure the patients that Monocryl Plus offers safety and hygiene that no other
product to date offers. This would be the most significant step in transforming this “push” product into a
“pull” product.
• Use digital media advertisements, like on the dedicated audio-video devices in the waiting area
in clinincs and hospitals
• Use print media for Monocryl Plus advertisements
• Use the Monocryl Plus and mnemonics on the consultants’ visiting cards and the stationery
• Keep brochures and printed material available in the medicine shops
We can illustrate a sample message in print media for patient in the following figure:-
Other smart strategies
• Influence Purchase committee of the government and private hospitals for guiding their
purchase intention towards Monocryl plus.
• Bulk clients like Fortis and Max hospital can be offered17
o Tailored product packaging and delivery at competitive prices
o Consulting services to nurses on how to reduce wastage by decreasing the notoriously
high rate of opened, unused and discarded products
17
The cost of this strategy has not been included in the marketing budget because this would be subjected to the management of the hospital
concerned

9. Strategi Advanta Focus
ic age
Synergy w the diffe
with erent business segments of Johnson & Johnson, and strategy for Monocryl Plus to
s f d r
leverage t strengths of all sister co
the o ompanies is represented be
elow:-
Core Compet
C tency C
Company Leveraging si
ister compan
nies’ strength
hs
‐One of the world’s most • Le
everage brand name, promote
respected brandss in surgical Monocryl as hig
M ghly innovative
e and safe
and health care.
ovative
‐Famous for Inno ET
THICON
N product of Ethic
con.
products
‐Well known in CCardio
• Associate with C
Cordis productts in Cardio
Vascular Segmen nt
Vascular Segmeent, to influenc
ce Doctors
‐ Famous for its c
commitment CORDIS
C nd make them
an m switch to Mon nocryl.
to R&D M
O
‐Strong training n
‐ network
• Use training nettwork of Depuy
raining to surge
tr
y, provide
eons for using Monocryl
N
‐Strong marketing and sales
‐
distribution netw
d work DEPUY
D • Use marketing a and sales distri
network of Depuy to enhance
ibution
e reach of
O
Monocryl
M
C
‐Strong brand rep
‐ putation in •D
Devise joint pro
omotion schemmes with R
minimally invasive and open
m
surgical procedur
s res
Ethic
con End
do‐ Monocryl (as a non‐invasive p
M
Et
thicon) to leve
product of
erage brand name in Y
Surgery
S minimally invasive and open s
m surgical
procedures. L
‐Well known for its range of
‐ • Use brand repute of JJHS to promote
infection prevent
tion products Monocryl as a in
M nfection‐free ssuture
JJHS • Use network of JJHS to promo
f Monocryl , sp
of
ote usage
pecially in nurs
sing homes P
an
nd mini hospitals.
L
‐Strong Professio
‐ onal • Use Professiona
al Education ne
etwork, U
Education network
E provide ‘hands‐
‐on’ Monocryl experience
EISE o surgeons.
to S
‐Strong service network for
‐ Bu
usinesss • Use service netw
usage of Monoc
work of BKC to o promote
cryl by their clients.
Operational Exce
O ellence,
Global Process O
G Outsourcing Kno
owledgge
and Knowledge D
a Development
Centre
C

10. IMPLEMENTATION PLAN
Segmentation of Medical Facilities18
City Private Hospitals Government Hospitals Nursing Home Total
Tier -1 425 2188 24807 27420
Tier -2 390 516 11128 12034
Tier -3 35 2046 14065 16146
Total 850 4750 50000
Table-3: Segmentation of Medical Facilities
Roadmap and Costing for promotion of Monocryl Plus19
Mile stones
‐T‐Communicate to ‐Communicate to surgeons ‐Communicate to surgeons ‐Communicate to surgeons
surgeons via mobiles, via mobiles, emails and MRs via mobiles, emails and MRs via mobiles, emails and MRs
emails and MRs Tier Tier Tier Tier Tier Tier Tier Tier Tier
Tier Tier Tier I II III I II III I II III
I II III PH 35% 40% 40% PH 25% 20% 25% PH 10% 10% 0%
PH 30% 30% 35% GH 30% 35% 25% GH 30% 30% 30% GH 20% 15% 25%
GH 20% 20% 20% NH 35% 40% 35% NH 20% 20% 35% NH 20% 15% 15%
NH 25% 25% 15% ‐Advertisements in MIMS, ‐Advertisements in MIMS, ‐Advertisements in MIMS,
‐Advertisements in MIMS, SIMS (Medical Journals) SIMS (Medical Journals) SIMS (Medical Journals)
SIMS (Medical Journals) ‐10 workshops in tier I cities ‐1 presentation in 25 ‐2 seminars in each tier I
‐2 one day symposiums in and 10 workshops in tier II different government and II cities with invitation
every tier I cities cities with invitation to all colleges across tier I, II, III to all the surgeons in tier III
surgeons from tier III cities cities on Monocryl plus cities
2 months 4 months 6 months 8 months
No. of Medical 12300 No. of Medical 19724 No. of Medical 13728 No. of Medical 9848
Facilities to be Facilities to be Facilities to be Facilities to be
covered covered covered covered
Expense on MRs Rs. Expense on MRs Rs. Expense on MRs Rs. Expense on MRs Rs.
3200000 5150000 3600000 2600000
Expense on Mobile Rs. Expense on Mobile Rs. Expense on Mobile Rs. Expense on Mobile Rs.
advertisements 100000 advertisements 130000 advertisements 110000 advertisements 90000
Expense on e-mail Rs. Expense on e-mail Rs. Expense on e-mail Rs. Expense on e-mail Rs.
advertisements 50000 advertisements 70000 advertisements 60000 advertisements 50000
Cost of Rs. Cost of Rs. Cost of Rs. Cost of Rs.
advertisements in 350000 advertisements in 350000 advertisements in 350000 advertisements in 350000
MIMS and SIMS MIMS and SIMS MIMS and SIMS MIMS and SIMS
Expense on Rs. Expense on Rs. Expense on Rs. Expense on Rs.
symposiums 1200000 workshop 2000000 presentation 250000 seminar 1400000
Total Projected Rs. Total Projected Rs. Total Projected Rs. Total Projected Rs.
Cost 4900000 Cost 7700000 Cost 4370000 Cost 4490000
Projected Cost
Total Projected Cost = Rs.2.146Crores
18
Assumptions:-
• The percentage share of different types of medical facilities has been constant since March 2005.
• http://www.karmayog.com
19
Assumptions:
• An MR takes about 2 months to communicate about the product and get a confirmed response from all the potential customers in his
area of operation (positive/negative).
• An MR can visit 4 potential customers in a day.
• A typical week-work for an MR is of 6 days.
• We have set the aggressive targets considering qualified sales force and competitive position of Ethicon vis-à-vis other players.
• Average expense on one MR = Rs. 50000 per month (including all travel expenses and benefits).
• Average price of magazine advertisement = Rs. 90,000 per magazine per month
• Average cost of mobile advertisement = Rs. 4 to Rs. 5 per prospect per month (For the applicable size of prospects in this case)
• Average cost of e-mail advertisement = Rs. 2 to Rs. 3 per prospect per month (For the applicable size of prospects in this case)
• Average cost of one day symposium = Rs.2,00,000
• Average cost of one seminar = Rs. 1,00,000
• Average cost of one workshop = Rs.100000
• Average cost of one presentation = Rs. 10000

11. REVENUE PROJECTI
ION FOR M
MONOCRYL
L PLUS
Target Segment of S
t Surgeons Annual potential rrevenue per surgeon
Specializ
zation No of Doctor
rs Target SSegment Total annual revenue of E
Ethicon Rs.83Crore
e
(Yes/No)) from 52500 Surgeons wit current
th
General SSurgeons 20000 Yes product porttfolio
Gynecolo ogists 25000 Yes
Adjusted To annual rev
otal venue of Rs.90Crore
e
Plastic Su
urgeons 1000 Yes
Cardiac SSurgeons 500 Yes Ethicon from 52500 Surg
m 20 geons with
Orthoped dic 6000 No Monocryl Plus
Total 52500 Average ann potential revenue
nual l Rs.16225
Total Nu umber of surg
geons in target Segment = 46
t 6500 per Surgeonn
Table-4: Ta
arget Segment of Surgeons
S Table‐5: Annual potential revenue
e per surgeon
Nummber of Hospitals Conta
acted Number of Su
N urgeons Con
ntacted Number of s
N surgeons per
hospital is smo
h oothened out
Total Number of Hospitals = 5
H 55600 To Number o Surgeons = 46500
otal of
a average for calculation
as
Phase - (Month 2)
-1 12300 22% 10230 purpose. Thus percentage
p s,
Phase - (Month 4)
-2 32024 58% 26970
2 o surgeons contacted is
of
Phase - (Month 6)
-3 45752 82% 38130
3 equal to the p
e percentage of
Phase - (Month 8)
-4 55600 100% 46500
4 hospitals conta
h acted
Table-6: Ph
hase-wise details of established cont
o tacts
Numbe of Surgeons Contacted
er C
0 10230 10230 26970 26970 38130 38130 46500
0 Con
ntacts already est
tablished with the targets, conver
rsion in process
Month 1 2 3 4 5 6 7 8 9 10
1 11 12 13 14 15 16 17 18 19
9
0 1023 1023 2697 4743
3 5859 9207 10044 15857 15
5857 23390 233
390 28830 28830 34271 34271 35945 35945 37
0 7200
21
Numbe of Surgeons Converted
er
Figure-9: P
Projected Reven
nues
Revenue from one sur rgeon in a fin
nancial year = Annual Ear
rning from on surgeon*(n
ne number of mmonths
left after c
conversion/12
2)
Assumptions:-
• C CAGR = 9%22 2
• N Number of Su urgeons contacted/converte in a phase are considered to be cont
ed tacted/conver
rted at
th end of the phase for calc
he p culation purpoose
Total
l Projected Rev
venue in 5 yea
ars = Rs.304.45
5Crore
20
Assuming p
price index for Moonocryl plus = 130 extrapolating from Case Facts (Ann
0 m nexure-5)
We conside taking over of Vicryl/ Vicryl Plus m
er Vi market by Monocr plus as an oppo
ryl ortunity as it provi
ides a better bottom line..
m
21
We are suc
ccessful in converti 80% of our est
ing tablished touch po
oints. However, thi happens in a pha
is ase-wise manner
o 10% will be converted imm
l mediately
o 20% mor will be converte after 3 months
re ed
o 35% mor will be converte after 4 more mo
re ed onths
o 15% mor will be converte after one year o first contact
re ed of
22
bw.businessworld.in/PDF_up pload/Indian_Phar rma.pdf