This document presents the Comers To the Market (CTM) tool, which analyzes new introductions and life cycle management products in the market. CTM extracts data from IMS Dataview reports into an Excel tool to differentiate between new introductions and LCMs. It provides information on products, sales, launch dates, and allows filtering by therapeutic class or company. The tool delivers insights for Novartis Egypt and Saudi Arabia to track competitors and market dynamics for planning purposes. It is considered easy to use and adapt across markets to support marketing and management in analyzing the pharmaceutical market.

1. Comers To the Market
(CTM)
Walid Saafan
Marketing Information Manager
Novartis Egypt
1 Comers To the Market (CTM)-Presentation / Egypt

2. Topics
Objectives
CTM Inputs
CTM concept
CTM Deliverables
CTM analysis
Key success factors
Conclusion

3. Objectives
Monthly follow-up to New Introductions (NIs) and
Life Cycle Management (LCM) introduced in the
market.
Full information about NIs/ LCM brands/ packs.
Calculate the YTD sales impact on NIs/ LCMs on
market(s) and corporate.

4. CTM update cycle
taview report 2. Paste data into Excel tool
CTM report is ready

5. CTM concept
Extract IMS Dataview report data into an Excel
tool that re-format the data for CTM report.
Differentiate between NI/ LCM by units sold LY. If
Brand previous years units sold=0  NI otherwise
LCM
Provide all information about NIs/ LCMs brands:
ATC3, CRP, Brand, Pack, MOL, NI/ LCM YTD
sales, launch Month, Launch year, PSP.
Ability to filter the report by ATC3 or CRP.

6. 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
Source: CTM / IMS data Dec.06

7. CTM deliverables – specific ATC3
Select Class
All results filtered on the selected class.
New competitors information available.
PM can follow up brands/ generics introductions
in his market(s).
Source: CTM / IMS data Dec.06

8. CTM deliverables – specific CRP
Select CRP
All results filtered on the selected CRP.
Analysis of CRPs YTD growth derived from NIs/LCM.
Identify introduced brands by the selected CRP.
Source: CTM / IMS data Dec.06

9. CTM analysis – Leading CRPs in LCM
Arrange CRPs in terms of YTD LCM value sales.
Assess YTD impact of CRP new packs introduced.
Source: CTM / IMS data Dec.06

10. CTM analysis – Leading CRPs in NIs
Arrange CRPs in terms of YTD Nis value sales.
Assess YTD impact of CRP new brands introduced.
Source: CTM / IMS data Dec.06

11. CTM analysis – Leading ATC3 in NIs
Arranged classes in terms of NIs to identify the attractive
markets.
Assess current classes that our brands compete in.
Source: CTM / IMS data Dec.06

12. CTM analysis – Leading ATC3 in LCMs
Arranged classes in terms of LCMs to identify the
attractive markets.
Assess current classes that our brands compete in.
Source: CTM / IMS data Dec.06

13. Sample outputs
ading CRPs - 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 ,
LCM breakdown per CRP
PFIZER*, 8,972,900 ,
8% 45,000,000
5%
ALTANA*, 7,037,600 , MIACALCIC PLUS
LUNDBEC., 6,423,900 , SIRDALUD 2mg 20
7% (08.2006), 615,300
6% 40,000,000 (07.2006), 542,500
VOLTAREN AMP 75mg 6
35,000,000
(04.2006), 6,362,100
CATAFLAM AMP 75mg 6
30,000,000
(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
Source: CTM / IMS data Dec.06
-
Novartis PH

14. Key success factors
Tool update can be done easily without too much
technical knowledge (preliminary Dataview and Excel
experience).
Tool is applied in Novartis Egypt for almost a year and
introduced to Novartis KSA from Oct.06.
PMs follow up introductions in their markets on monthly
basis or during MPH planning.
CPO management assess their position in the market and
follow up competitor launches on monthly basis or during
planning or StratPlan preperation.
BD&L can analyze the market and identify attractive
markets in terms of number/ value of NIs & LCMs.

15. Conclusion
CTM is an easy tool that give more insight about
market dynamics.
The tool can be adapted easily in different
markets from small CPOs to regional level.
Many new untapped information can be explored
that will support marketing and senior
management to analyze market dynamics.
Consolidated reports can easily extracted with
pivot reports.

16. Thanks
16 Comers To the Market (CTM)-Presentation / Egypt