How to Make Pharmaceutical Marketing Plan

How To Make
Marketing Plan for
Pharmaceutical Product
MUHAMMAD ALI
Email:phr_ali91@hotmail.com

phr_ali91@hotmail.com
What is Marketing Plan?
All of the strategies, including the four Ps and
segmentation, targeting, and positioning, come together
in the marketing plan.
MUHAMMAD ALI 2

Marketing Plan
The marketing plan may be Product specific, market specific, or
company-wide plan that describes activities involved in achieving
specific marketing objectives within a set timeframe. A market plan
begins with the identification (through market research) of specific
customer needs and how the firm intends to fulfill them while
generating an acceptable level of return. It generally includes
analysis of the current market situation (opportunities and trends)
and detailed action programs, budgets, sales forecasts, strategies,
and projected financial statements.
MUHAMMAD ALI 3

Pharmaceutical companies
Pharmaceutical manufacturing companies typically employ product managers to be responsible for
the details of a particular medication. The product manager and his or her team usually assemble
marketing plans for the specific products they oversee. Although reprinting a real company’s
pharmaceutical marketing plan would be the best way to demonstrate marketing plans, the
information contained in such a document is highly confidential.
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phr_ali91@hotmail.com MUHAMMAD ALI 5

Content of Marketing Plan
Executive Summary
Situational Analysis
 Disease Overview
 Market Analysis
 Competitive analysis
SWOT Analysis
Strategic planning
 Segmentation
 Targeting
 Position
Marketing Mix Objectives, Strategies, and Tactics
Financial Outlook Control, Evaluation
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Executive Summary
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Executive Summary
Overview of the marketing plan Highlights key areas, decisions, and expected outcomes.
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ExecutiveSummary
9
• Total Pharma Market is Rs. 268.2 billion with a growth rate of 11.60%.
• Anti Ulcerant (A2B) market is of Rs. 13.29 billion with a value share of 5%, growing by 14.72%.
• Anti Ulcerant market is further divided in two therapeutic classes;
– Histamine 2 Receptors Antagonists (A2B1) worth Rs. 1.76 bio growing by 3.87.
– Proton Pump Inhibitors (A2B2) worth Rs. 11.08 bio growing by 16.62.
• The largest pie of this market has been captured by Getz Pharma, together with Risek (Rs. 2.42
bio) & Nexum (Rs.1.05 bio) Getz is enjoying a value share of more than 3 Billion Rupees of PPI
market.
• Besides Risek & Nexum, Ruling, Esso has become a brand of Rs.737 & 728 m.
• Despite fierce competition and much bigger stake holders in market, Brand X managed to make its
footing by marking a value share of Rs. 30 million in the first year of Its launch.
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Situation Analysis
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Situation Analysis
This section describes where your company stands at that moment in time.
It includes background on past sales, major competitors, and explanations of recent
sales and profit results.
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Disease Overview
•Prevalence rate in country; number of patients
•Diagnosis rate
•Percent of patients treated with product class (e.g. beta blockers)
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Market Map – Quantification & Prioritization
Bulls-Eye or Funnel
Narrow the market by closing in, step-by-
step, on the target population. Useful
when the target market is a clearly defines
subgroup of a broader group.
Vitamin D
deficiency 180
million
12.9 million
CKD
101,145
Diabetes 100K
Type II
93K
On
Insulin
22K
Diabetes Patients (100K)
Type II (92K) Type I (6K) Stress (2K)
Co-
Morbidity
None 66K 2K 1K
HEP. B, C 20 Million 1K .8K
CKD** 25 Million 3K .2
Market Map Table
Use the axes to show important subgroups
of our market definition. Useful when the
target market contains multiple sub-groups
Target Market: 22K
DIFFERENT OPTIONS TO DEPICT TARGET MARKET:
* Chronic Heart Failure
** End Stage Renal Disease
Target Market: 29K

Market Analysis
•What is the product category, its background, development, technology, stage in adoption and
diffusion, and product life cycle, and where are these variables heading?
•What are the nature and characteristics of consumer demand for the product? What are the
sales trends associated with the product category (e.g., total sales, regional sales, year-over-year
growth, seasonality, and competitive market share)?
•What are current pricing trends, and how will these affect brand development and profit
potential?
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Market Definition – Summary
Market Being Defined
Size of Market
Competition
Current Treatment
Classes / Approaches
Market events /
Milestones
Target Market:
Patients & Indications
Current Customers
» How do you define the market for your product? Disease state, indications, patients
state (and other appropriate descriptor)
» What is the HISTORICAL and PROJECTED size of your market (Pkr revenue of current
treatments, # of patients, growth, etc.)
» Separate out total market for the entire therapeutic area and the specific ‘market
space’ where plays (informed by Market Map)
» What are the current approaches/treatments? Approximate share of different
treatment alternatives?
» Physicians treating the disease; other customers / channels, e.g. patients / OTC,
hospitals, pharmacies, government
» Who are your competitors? Classification (e.g. primary, secondary), with some
description (e.g. first line treatment, brand equity)
» Key events that will fundamentally change dynamics (e.g., new competitors, new
indications, patent expiry) and will require revision of market definition?

Target Market: Patients &
Indications
 Current: female patients diagnosed with severe postmenopausal osteoporosis (PMO)
 Potential market: all females and males with osteoporosis and osteopenia
Size of Market
 Market value of around Pkr100 million
– 3 million women over 50
– 260,000 diagnosed as osteoporotic
– 210,000 treated with medication; 90,000 on Drug X®
Current Customers
 GPs with interest in osteoporosis (account for ~80% of Rx’s)
 Specialists with interest in osteoporosis (account for ~20% of Rx’s)
— Endocrinologists, Rheumatologists, Geriatricians, Gynaecologist, Radiologists
Competition
Current Treatment Classes
/ Approaches
Market Definition Example:
 Diet and exercise
 Vitamin D, Calcium + Vitamin D
 SERM
 Bisphosphonates
 Key Competitors and Share of Patients:
 Drug X: 42%
 Drug A: 29%
Timeframe
 Late 2004 / early 2005 (Drug Y scheduled to launch)
 Drug Z to launch in 2005
 Drug B: 8%
 Drug C: 8%
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Market Size and Growth
Market Size – VALUE
0%
5%
10%
15%
20%
0
100
200
300
400
2011 2012 2013 2014
Market Size – UNITS
0%
10%
20%
30%
40%
0
20
40
60
80
100
120
2011 2012 2013 2014
Growth
Key Market Stats
 Product Class market size (value)
 Value growth and unit growth: CAGR
and last year YOY
USD
GrowthUnits, MM

Market Landscape Summary
Summarize key points on market shares
situation:
Therapeutic Class vs Therapeutic Class
• Total market division with therapeutic class
and their share
Molecule vs Molecule
• Total Number of Molecules present in the
class and their share
Example
• Anti Ulcerant market is further divided in
two therapeutic classes;
• Histamine 2 Receptors Antagonists (A2B1)
cimetidine, Ranitidine etc.
• Proton Pump Inhibitors (A2B2) worth
omeprazole, esomeprazole, lansoprazole.
Important Facts About Market Landscape
30%
25%
22%
13%
10%
Market Share, USD
Molecule 1
Molecule 2
Molecule 3
Molecule 4
Molecule 5
55%
17%
15%
8%
5%
Market Share, Units
Moelcule 1
Moelcule 2
Moelcule 3
Moelcule 4
Moelcule 5

Molecule vs Molecule

Competitive analysis
•what is the overall view of and degree of competition in the product
category?
•Describe the major competition, its strengths, and weaknesses from
a marketing perspective, such as the product itself (benefits), its
pricing, and distribution. Where is the competition positioned in the
minds of purchasers?
•What are the trends in advertising (e.g., media spending, sales
promotions, targets)?
•Are there new developments expected from the competition, such as
product improvements, changes in distribution, pricing, or
advertising?
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Competitor Summary (Value Wise)
Summarize key points on market
situation:
» Brand X value, share and growth
» Key competitors
Chart Customize for
» Brand vs Brand
» SKU vs SKU (Strength vs Strength)
Important Facts About Competitive Landscape
Brand X Competitior 1 Competitior 2 Competitior 3 Competitior 4
Share (%) 37.3 15.06 4.8 4.17 3
Q 1 Sale (Million, Rs) 553.35 223.53 70.94 61.95 44.69
Growth (%) 7.2 0.93 21.9 19.8 70.1
7.2
0.93
21.9
19.8
70.1
0
10
20
30
40
50
60
70
80
0
100
200
300
400
500
600
700

Competitor Summary (Unit Wise)
Summarize key points on market
situation:
» Brand X value, share and growth
» Key competitors
Chart customize for
» Brand vs Brand
» SKU vs SKU (Strength vs Strength)
Important Facts About Competitive Landscape
Brand X Competitior 1 Competitior 2 Competitior 3 Competitior 4
Share (%) 37.3 15.06 4.8 4.17 3
Q 1 Sale (Million, Rs) 553.35 223.53 70.94 61.95 44.69
Growth (%) 7.2 0.93 21.9 19.8 70.1
7.2
0.93
21.9
19.8
70.1
0
10
20
30
40
50
60
70
80
0
100
200
300
400
500
600
700

Brand vs Brand SKU vs SKU

Drug by Specialist ‘ H (000)
12 M A2B Nexum Esso Risek Brand X Omega Ruling
GP 942 57 29 74 82 55 41
PH 864 15.5 22 100 8 12 24
RMOs 804 20 35 109 7 27 20
Surgeons 508 5 10.3 103 1.7 4 6
Gyn 144 1.4 0.4 15 1 1 2
Card 345 1.4 2.4 47 ! 1 3
24
RX Overview
Comments: We are covering the segments of GPs & Physicians and our current Rx share is coming from
these 2 specialties only. However Surgery, Ortho, Cardio & most importantly RMOs need to be targeted.
MIP A2B2
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Rx Prescriber Overview
MIP

Rx Indication Overview

RX Indication Overview
MIP

Major Competitor Activities
COMPETITOR PRODUCTS Theme ACTIVITIES
INDROP-D (Neutro)
Working on selected consultants. Phys, Gyne, Rheum, GPs.
Personalize Activity on consultants.
Wall Mounting and Chit Pads.
Wall mounting on importance of Vit D3 like its role in dengue
fever, Asthma Patients.
CALCIFEROL (Global)
Personalized Activity.
Coverage in all specialty.
Table reminders.
Discount on specific customer
SUNNY-D (Scottman)
High discounts in market.
Wall mounting.
Brochures for patients information.
BMD
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Competitor Literature
Laurus Gilead
approved
source
Strong
presence
in Hepatic
Segment
Export
Approved
Brand
API Import
from FDA
approved
plant
With aggressive
souvenirs

Brand review
•for existing products, what are the current positioning, sales trends, and pricing history?
•Where is the product in the product life cycle?
•Internal Sales Analysis (Target vs Achievement)
•GOLM (Growth Over Last Month)
•GOLQ (Growth Over Last Quarter)
•GOLY (Growth Over Last Year)
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Product Life Cycles
Sales
Time
Development Introduction Growth Maturity Saturation Decline
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0
10,000
20,000
30,000
40,000
50,000
60,000
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
MAT 12/2013 MAT 12/2014 MAT 12/2015 YTD 12/2016
Total Market Brand X
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ValueorUnits
ValueorUnit
+24.3%
+55.5%
+8.3%
+2.2%
+4.7%
-22.9% +16.9%
+14.1%
Brand X vs. Market (Value or Unit and Growth)

MONTHLY SALES TREND
390
416
444
435
444
454
353
328
375
349
355
340
364
368
224
292
287
307
271
301
308
84%
90%
79% 82% 77%
80%
104%
47%
28%
22%
16%
25%
21% 19%
0%
20%
40%
60%
80%
100%
120%
0
50
100
150
200
250
300
350
400
450
500
Jul'15 Aug'15 Sep'15 Oct'15 Nov'15 Dec'15 Jan'16
Target Sales 2015-16 Sales 2014-15 Ach. % GOLY
ValuesinMillions
Monthly Target Sales Till 28-Jan-16 Est. Closing Ach. %
Values (in Millions) 353 339 368 104%
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Sales Achievement
163
135
17
170
125
15
184
135
16
151
114
7
113%
100%
95%
85%
90%
95%
100%
105%
110%
115%
0
20
40
60
80
100
120
140
160
180
200
SKU 1 SKU 2 SKU 3
Target Latest Year Sales Latest Year Est. Sales Latest Year Sales Previous Year Ach. %

Problems and
Opportunities
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SWOT
•Opportunities and threats and some mention of the company's strengths and
weaknesses versus the competition
•Strengths, weaknesses, opportunities, and threats (SWOT) Evaluation of the
internal strengths and weaknesses of the corporation, brand team, or
product.
•Similar evaluation of the external opportunities and threats posed by
competition.
•Assessment of the problems and opportunities created by this analysis.
•What does this SWOT analysis mean to the company, the product, and even
the competition?
•What are the competitive advantages and disadvantages?
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SWOT Analysis
Internal Strengths WeaknessesExternal
Opportunities Threats

Strategic Planning
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Marketing objectives and strategies
Define high-level marketing objectives such as sales,
market share, or formulary status. What strategies will be
employed to achieve the marketing objectives of the firm?
They are simply a matter of deciding where you want to
be and when you want to get there.
Is the purpose of your marketing plan to launch a new
product or line of products? If so, your objective might
read, “Achieve 10 percent market share within the first 12
months of product launch”
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Objectives
Qualitative:
• To establish that the Brand X is the most economical quality Mecobalamin in the market having
raw material imported from Europe.
• To promote and establish that Brand X has better results in diabetic neuropathies and general
signs & symptoms of malaise, fatigue, weakness, etc against Competitor X of Marker.
• Because of the economy along with the quality, Brand X is a better choice than Competitor 2
of ABC Company.
• To enhance the penetration of Brand X in orthopedics.
• To establish that high Homocysteine level in blood is a risk factor for Atherosclerosis and Brand
X has a vital role in protecting it.
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Objectives
Quantitative:
Achievement of
Formulation Units Value
Injections 103,200 Rs. 16,962984
Tablets 110,400 Rs. 7,044,624
Market Share
To increase the market share from 15.9% to 16.2%
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Achieve 40,000 units sales with the value of 199 Million in year
Convert competitor Dr’s on Brand X & Build New Prescribers through category
development activities (Awareness in Dr’s)
Qualitative Objectives
Quantitative Objectives
Objective
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Segmenting and Targeting
•Who are the customers?
•What are the characteristics of the market segments?
•Do customers have similar needs?
•Are they accessible?
•Target Indication segment wise
•Target Indication with co-morbid disease
•New indications and off label indications
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Targeting
Target Consumer / Indication
Cardiac patients
 CHF patients
 Diabetic Patients
 Stroke
 Hypercholesterolemia
 Hypertriglyceridemia
Target Doctors
 Cardiologist
 Medicine Specialist
 Diabetologist
 General Physicians
MUHAMMAD ALI 44

Targeting
Total Doctor Coverage PAN PAKISTAN
Pulmonologists 10
62
Medical
Rep
620
Physicians 20 1240
Cardiologists 5 310
GPs with Pulmonology
practice
30 1860
Total KOLs 4030
Target
Indications
ASTHMA
COPD
(ACOS/Cough
variant Asthma)
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Competitive Advantage & Positioning
Identification of competitive advantage Based on the SWOT
analysis, what competitive advantages exist?
Positioning Define the desired position for the product in
customers’ minds.
Consumer promise Statement summarizing the benefit of the
product or service to the consumer.
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Umbrella Positioning Statement – All Audiences
< High-level description of core value proposition>
 What is the core benefit of our product/ service solution?
 How is what we are providing different from other treatment options?
< Customer benefits Applicable Across All Audiences >
 What functional and emotional benefits does the drug offer to all patients?
 How are the functional benefits different from those of competitors?
< Differentiated features and benefits >
 What product attributes support the above functional benefits?
Core
Statement
Customer
Benefits
Reasons to
Believe
ALL Target
Audience
For <…>
 Who are all the key target audiences we are targeting (which physicians, patients,
consumers, etc.)

Illustrative Example: Umbrella Statement
Target Audience
For primary care physicians and urologists treating men with
erectile dysfunction
Brand X is the only PDE-5 inhibitor that safely provides patients with a 36-hour duration to treat
erectile dysfunction
Allows patients to be spontaneous with their partner and get back to normal
» Duration of onset of up to 36 hours - offers greater flexibility as a result of longer duration
» Fewer side effects than Viagra
» ALL competitive therapies that have a 4 hour duration with additional side effects
» Greater efficacy in most patients
Core
Statement
Customer
Benefits
Reasons to
Believe
Behavioral
Objective
Prescribe Brand X instead of Viagra for current or lapsed Viagra users
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Positioning Statement
Target Audience
1. Pediatricians, Dermatologists, GPs & Allergists who are treating and prescribing emollients for atopic dermatitis
2. Pharmacists who diagnose and counsel AD patients
3. Caregivers who have infants or young children suffering from atopic dermatitis
Brand X is a unique, clinically proven, non-steroidal flare-remission treatment that goes beyond skin barrier repair,
effectively breaking the AD itch-scratch-worry cycle.
Free from the vicious itch-scratch-worry cycle
Core
Statement
Customer
Benefits
Reasons to
Believe
Behavioral
Objective
1. Doctors/Pharmacists to prescribe/switch to Atopiclair as the first choice mono/combination therapy for the
treatment and long term control of mild to moderate atopic dermatitis.
2. Caregivers to ask for/switch to Brand X as first choice mono/combination therapy for the treatment and long term
control of mild to moderate atopic dermatitis.
Clinical trials involving more than 600 patients, including the two landmark studies that are published in peer-reviewed journals that
show highly significant results:
142 pediatric patients (43 days) 218 adult patients (50 days)
• 77% treatment success vs 0% vehicle • 76% improvement in EASI score vs 13% vehicle
• 78% improvement in itch reduction • 82% improvement in itch score
• 91% of Atopiclair patients did not require steroid rescue
medication
• 94% of Atopiclair patients did not require steroid rescue
medication
Formulated specifically for atopic dermatitis with key ingredients working synergistically to reduce itch, repair and protect the skin
barrier – benefits beyond barrier repair.
Non steroidal – safe for long term maintenance.
MUHAMMAD ALI 49

Marketing Mix
Objectives, Strategies,
and Tactics
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Strategies
Strategies are the things you need to do to accomplish your objectives. If your objective is where
you want your company to be, the strategy is the route you need to take to get there.
For example, if the objective is to increase sales revenue, your strategies might be one or more
of the following:
◦ Increase the average price on all units
◦ Increase overall sales volume
◦ Sell more of the higher-priced units
◦ Any combination of these
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Strategic Level & Tactical Tools
Consumer Level (Patient)
 Free Medical Camps
 Patient Educator (Diabetic Educator)
 Public Relations
Costumer Level (Doctor)
 Samples
 Give a ways
 Seminars, Symposia, CME, RTD, LSP
 Hospital/Ward Improvement Programs
 Clinic Promotional Mix
 E Marketing & Mobile Apps
Distributor Level
 Discounts
 Corporate Relation & Image
Chemist/Pharmacy Level
 Discounts
 Give a ways
 Product Stand and Fliers
Product Level
 Pricing
 Clinical Studies
 CDP (Comparative Dissolution Profile)
 Source of Raw Material
 Clinical Trial or Bioequivalence
 Product USP (Flavor or Dosage Form or
Combination)
MUHAMMAD ALI 52

Pharmaceutical Marketing Mix
Product
Therapeutic Class
Generic or Branded
Dosage Form
Frequency of dosing
Efficacy & Quality of
Product
Price
Competition
Margins
Treatment Cost
Discount
Promotion
Detail Aid
Clinical Papers
CME Programs
Symposia's / RTD
Personal Selling
International events
Place
Hospital
Pharmacies
Distribution strategy
Supply chain and Storage
Regulatory requirements
Controlled versus non
controlled

Product
How will the product be managed? How will product data and information from production,
research, and development shape marketing mix decisions?
MUHAMMAD ALI 54
For Example
To provide an advanced, effective and convenient
formulation for the management of uncontrolled
hypertension. As we discussed that market trend is
shifting from ARBs+Diuretic combination to
ARBs+CCBs, so we will capitalize this as an
opportunity and establish Brand X as a superior
antihypertensive as compared to all other available
options.

Place
what are the objectives with regard to market penetration, where the product will be sold,
value-added services associated with the product? How will the product be distributed?
MUHAMMAD ALI 55
Product X
Pharmacies
Institutional Distributors
Medical & General Stores
Hospital Pharmacies
Patients
Regional Distributors

Price
What are the pricing objectives, strategy, and tactics?
Types of pricing:
1-Penetration pricing : is the pricing technique of setting a
relatively low initial entry price, often lower than the
eventual market price, to attract new customers
2-Skimming pricing: is a pricing strategy in which a marketer
sets a relatively high price for a product or service at first,
then lowers the price over time
3-Competition pricing: Method in which a seller uses prices
of competing products as a benchmark instead of
considering own costs or the customer demand
MUHAMMAD ALI 56

Price Comparison
Brand Company Formulation Strength P. Size T.P M.R.P Unit cost
(Rs.) (Rs.)
Brand X ABC Company TAB. 500mcg 2 x 10's 70.13 82.5 4.12
INJ. 500mcg 1 x 10's 180.63 212.5 21.25
Brand 1 Competitor 1 Tab. 500mcg 2 x 10's 146.02 162.24 8.11
Inj. 500mcg 1 x 10's 470.9 523.22 52.32
Brand 2 Competitor 2 Tab. 500mcg 2 x 10's 127.5 150 7.5
Inj. 500mcg 1 x 10's 382.5 450 45
Brand 3 Competitor 3 Inj. 200mcg 1 x 5's 233.75 275 55
Brand 4 Competitor 4 Tab. 500mcg 10 x 10's 746.33 878.04 8.78
Brand 5 Competitor 5 Tab. 500mcg 1 x 10's 42.5 50 5
Tab. 500mcg 10 x 10's 345.95 407 4.07
MUHAMMAD ALI 57

The Goal of Advertising
MUHAMMAD ALI 58
Message
Number of doctors
Aware / or not aware
Penetration
No. of prescribers among
aware doctors
Prescription pull
Goal : Maximize penetration & prescription pull sinking your message home

Marketing Communication
How doctors make Rx decision
C
O
M
M
U
N
I
C
A
T
I
O
N
Doctor
Segments
Category
Benefits
Outcome Assessment
• Performance
• Self-image
• Patients acceptance
Considered Rx
Neutral Rx
Reject
Competitive
Choices
MUHAMMAD ALI 59

Communication Mix (Visual Aid)
1st page contain
 Tagline
 Theme
Mid pages contain
 Disease prevalence
 Clinical Studies (Molecules vs Molecules)
 Molecule Superiority or Combination uniqueness
Last page Contain
 key selling points/propositions
 Prescribing information (Indication, Side Effect and other Relevant details)
 References
 Pack shot of the Brand
MUHAMMAD ALI 60

Communication Mix (Visual Aid)

Tactics
Whereas strategies establish a broad outline of how you want to achieve your objectives, tactics
are specific actions.
“ Increase awareness among potential customers” is a strategy. “Develop a brochure to send to
new prospects” is simply a tactic for implementing that strategy.
MUHAMMAD ALI 62

Promotion
What forms of promotion will be employed?
Personal selling?
Advertising?
DTC advertising?
Will sales promotions be used?
What role will packaging have on promotional issues?
MUHAMMAD ALI 63

Promotion Tools
In-Clinic Promotional Mix
Detailing Aid
Leave Behind Material
Samples
Gift/Giveaways
Out-of-Clinic Promotional Mix
Clinical Trials/Studies
Seminars/Symposia/Round Table Discussion
Sponsorships
Advertisements
Public Relations
Free Medical Camps
Corporate Marketing
Hospital/Ward Improvement Programs
E-Marketing
Mobile Apps
MUHAMMAD ALI 64

Strategic Imperative 1: “____”
Audience(s) “____”
Key Tactics Desired Outcome(s) Timing Cost
xxx
(please make these as specific,
quantifiable, and measurable as possible)
Jan-March
2015
xxx
Mar-Sep
2015
xxx April 2015
MUHAMMAD ALI 65
Strategic Imperative Activation

Purpose
Media
Description
MMAs
Patient awareness
material RTIs
To develop corporate image among patients and Physcians.
Maximize
prescription
rate
Focus To established image of Brand X and continuing prescription.
Timing &
Milestones
Jan 2017
Focused Peads
wards and GPs
Development
of KOL/A1
GPs
Souviniers
Patient/Physcians Awareness Activity
MUHAMMAD ALI 66

Local Speaker Programs
Phase III Objective: Educate more Dr’s on Vitamin D worldwide updates
WHAT WHO HOW WHEN WHERE
Presentations by 30 Dr’s sent
to Intn’l Conf.
GP’s (users)
Gather Dr’s at different venues for
presentations by our Dr’s
Qtr 2 All Regions
Benefit: Feedback shows that this segment is prescribing other brands for no big reason and is willing to prescribe a good quality brand (with good
image for which we want to do this activity). Also leverage these for future activities
MUHAMMAD ALI 67

Objective : Knowledge upgrade
Topics: ACOS (Asthma COPD Overlaps Syndrome) and Brand X
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Total
No. Of
Doctors
- - - 20 - - - - - - - - 20
Cost /Doctor - - - 80,000 - - - - - - - - 80,000
Total Cost - - - 1600,000 - - - - - - - - 1600,000
Tactic : International CME (Dubai)
MUHAMMAD ALI 68

Chemists’ favor gaining strategy:
Chemist activities:
Considering the fact that Chemists play a very important part in the better promotion of a
product, this year also we have planned to focus on chemists as well along with the doctors.
Therefore activities with the chemists will be done once in a quarter which could either be in the
shape of gifts, hangings, wobblers, small envelops, plastic bags, writing pads, poster etc.
MUHAMMAD ALI 69

Brand Tactical Plan
70
CSF1:
Behavioral objective N° Tactic / initiative When Who
Lucrative monetary
rewards
Inter division
projection of top
achievers
1
• Lucrative Incentive Scheme for Sales Force
• Monetary rewards for TOP SPO/RSM/SM (QTR)
• Besides per pack incentive The highest value generating SPO
till 31st Dec will get Rs. 50,000.
• Best RSM based on % Achievement will also get Rs. 50,000
• Best SM will get reward of up to Rs. 30,000
2018 PM/B.U.H
2
• TOP SPO/ Month will be rewarded with certificate and letter of
appreciation from DM&S
• Photo of Best SPO & RSM will be placed in the room of D M &
S, B.U.H.
• Pictures of top achievers will be circulated in Brand X monthly
update.
2018 PM/B.U.H
Motivation & confidence boosting of field force
MUHAMMAD ALI

Financial Outlook
Control, Evaluation
MUHAMMAD ALI 71

Scheduling and timing
Setting time frames for evaluation of success
MUHAMMAD ALI 72

Timeline of Key Marketing Programs
MUHAMMAD ALI 73
Program / Activity Description Start End Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
1 Nurse Education
In Hospital round
Tables
1-Jan-13 31-Mar-13
2 Program 2 Compliance 1-Mar-13 15-Jun-13
3 Program 3 Brand Choice 1-Apr-13 15-Jul-13
10 Program 10 Fulfillment 1-Sep-13 31-Dec-13

Promo and Tactical Plan 2017
Activity Month-1 Month-2 Month-3 Month-4 Month-5 Month-6 Month-7 Month-8 Month-9 Month-10Month-11Month-12
PER SC
Quantity
Total
Qty
Cost/Unit Total Cost
% of
Sales
Literatures
Folders
Patients
Registration
form
Posters
Disease
Awareness
Roll Up
Standees
DA TOTAL
Giveaway
Launch Gift For
Drs.
Giveways
GA TOTAL
CME (Social Event LSP/RTD/Ward Presentation)
RTDs/Ward
PPT.
Rapid test
screening
CME Total
SPB (Academic Services/ Ward Support)
Academic
Services/ Ward
Support
PCR
iwatch
strategy
Total SPB
Local & International Conferences
Local
Conferences
International
Conferences
Total SPB
Grand Total

Forecasting and benchmarking
What are the expectations for the product?
Are there competitors or other products that can be used to set success metrics?
MUHAMMAD ALI 75

Years
2017 Last Q4 Q1 Q2 Q3 Q4
Units Value Units Value Units Value Units Value Units Value
(00) Rs. (000) (00) Rs. (000) (00) Rs. (000) (00) Rs. (000) (00) Rs. (000)
Tab. 192,2 9,784 242,8 14,843 332,2 21,168 460,0 29,353 580,0 37,010
Inj. 195,9 28,094 262,4 41,179 322,1 52,838 430,0 70,679 566,0 93,043
TOTAL 388,1 37,879 505,2 56,021 654,3 74,005 980,0 100,032 1,140,0 130,043
Growth (%) 47.89 32.1 35.17 30.0
Forecast Quarter Wise
MUHAMMAD ALI 76

First Year Forecast
Brand
Name PS
Price
Pkr Jan Feb Mar Qtr1 Apr May Jun Qtr2 Jul Aug Sep Qtr3 Oct Nov Dec Qtr4 Total
33% 33% 33% 12% 33% 33% 33% 12% 33% 33% 33% 41% 33% 33% 33% 35%
Brand X 1 14 200 800 1,600 2,000 4,400 3,000 4,000 4,500 11,500 5,500 6,500 7,500 19,500 8,300 8,400 8,500 25,200 60,600
Brand X 2 10 300 400 600 1,000 2,000 1,100 1,250 1,300 3,650 1,500 1,750 2,000 5,250 1,800 1,900 1,950 5,650 16,550
Total Sales
Unit Wise 1,200 2,200 3,000 6,400 4,100 5,250 5,800 15,150 7,000 8,250 9,500 24,750 10,100 10,300 10,450 30,850 77,150
Total Value
316,4
90
316,49
0
316,49
0
316,49
0
316,49
0
316,49
0
316,49
0 316,490 316,490 316,490
316,49
0
316,49
0
316,49
0
316,49
0
316,49
0 316,490
18,210,
290
Forecast Month Wise

Incentive Policy
Incentive policy base on three criteria very from
company to company
Percentage of Achievement against Target
 Zero Pack Incentive (per pack policy)
Value Wise
MUHAMMAD ALI 78
% Achievement against
Target
Quarterly Payout
100% plus Pkr 15,000
100% Pkr 12,000
90% Pkr 10,000
80% Pkr 6,000

Incentive Policy
Value Wise Quarterly Payout
over Pkr 300,000
Pkr 8,000 + Pkr 6.67 per
Pkr1000 actual GM Pkr >
goal
Pkr 300,000 Pkr 8,000
Pkr 225,000 Pkr 7,000
Pkr 150,000 Pkr 6,000
Pkr 75,000 Pkr 5,000
Pkr 0 Pkr 0
Per Pack Incentives - MSO/ASM/RSM/ZSM/NSM
MONTHLY -
MSO/SMSO/FE
Per Pack
Incentive
MONTHLY -
ASM/RSM
Per Pack
Incentives
MONTHLY -
ZSM/NSM
Per Pack
Incentives
Brand X 12 5 3
Brand X 10 3 2
Brand X 19 8 3
Brand X 13 5 3

Budgeting
Of course, each tactic has a price. Add up all that you plan to use and you know what your
budget must be to achieve your goals.
Assessment of marketing budgets and achievement of goals and objectives.
MUHAMMAD ALI 80

Promotional Expense Summary
Promotional EXPENSES Expenses
Samples
Detailed Aid
RX Pads
Other Prom Mat
AVP / RTD / Symposia
Photos Films And Records
Advertizing
Gifts And Give Aways
Doctors Obligations
OPD Sittings
Ward Donations
Trials
CRM
Doctors Sponsors And Conferences - Local
Doctors Sponsors And Conferences - International
Social Events
Sales Incentive
PROMOTIONAL EXPENSES : (Only for Business Units)
Promotional Expenses
Promotional
Expenses
100% 30,00,000
Sampling 25% 7,50,000
Gift 20% 6,00,000
Campaign 15% 4,50,000
Print 4% 1,20,000
Training 10% 3,00,000
Meeting 6% 1,80,000
CRM 15% 4,50,000
Incentives 5% 1,50,000
30,00,000

2017
Budget %
Sales
Cost of Goods Sold
Gross Profit
DPE
Local Conference - Doctor Sponsorship
INTL CONGRESS - Doctor Sponsorship
CME
LITERATURE (Launch Qtr.)
Promotional Expense
DPE Total
Incentive
Training
Sales Meeting
Fixed Expenses
Other Fixed Exp.
Total Operating Exp.
GPAPE
Brand P&L Statement
Brand P&L % of Sales 20 mg
MRP Sales (Rs.) 3.1cr
Less T.P Chemist Expense 15 % 2.7 cr
Less D.P Distributor Expense 8 % 2.5 cr
Less COGS 1cr
Gross Margin (Rs.) 1.5cr
Less Adv & Promo Exp 20% 30lakh
Less Selling Expense 4% 6lakh
Less Marketing Exp 20% 30 lakh
Gross Profit Before Tax (PBT) 76,74,933 lakh

Evaluation and feedback
•What results are being achieved?
•How does success or failure affect current plans, strategies, tactics?
•What needs to change or remain the same?
MUHAMMAD ALI 83

Metrics – How to
Implementation Performance Strategy Performance Business Performance
 Number of sales visits
 Availability of sales aids
 Completion of speaker
programs / conferences
 Product website visitors
 Amount of marketing spend on
a given activity
 …
 Customer/ user beliefs,
associations, perceptions on
– Our product
– Our company
– Competition
 Measurements of key behaviors
– Product or model choice
– Order size
 …
 Share of prescriptions, new
prescriptions
 Sales volume
 Average sales price
 Profitability (margin)
 EBITDA
 …
Thought Starters
Tactical Execution
Perceptual
Metrics
Behavioral
Metrics
Financial Metrics
Examples
MUHAMMAD ALI 84

Implementation Performance Strategy Execution Business Performance
Metric Number of publications
Percentage of Target Physicians who are
familiar with[XYZ] Pathway
Preference Share of [New Drug]
compared to existing treatments
Plan to Measure
 Source: Marketing Department
 Frequency: Monthly
 Target: See Marketing Mix for key pubs
 Source: Market Research Survey / Advisory board
 Frequency: Quarterly
 Target: 80% of Target PCPs; 90% of Target
Rheums / Endos by Q4 2011
 Source: Market Research Survey
 Target: 20% Preference Share with PCPs; 50%
with Rheums / Endos by Q4 2011
Metric Number of conferences
Percentage of Target Patients who agree
they are at risk of fracture
Plan to Measure
 Source: Marketing Department
 Frequency: Monthly
 Target: See Marketing Mix
 Source: Market Research Survey
 Target: 50% agreement under currently treated
patients; 20% agreement amongst newly
diagnosed patients by Q4 2011
Example: Osteoporosis
MUHAMMAD ALI 85

Pre-Launch Activities
 Customer lists development
 Chemist Survey
 Meetings with Distribution & Sales Support Dept.
 Three day training for Field Force.
MUHAMMAD ALI 86

Sales Force Allocation to Strategic Priorities
Sales Force
Deployment
(with Base Case FTEs)
Customer Segments
Number of
Physicians in
Segment
Coverage Goal
2015
Number of
Physicians
Covered
Call Frequency
(Visits Per Year)
Prioritized
Physician Segment 1 ______________
200 100%
A: 50
B: 50
C: 100
TOTAL: 200
A: 48
B: 24
C: 12
Prioritized
Physician Segment 2 ______________
300 100% 300 24
Other
Physicians Segment 3 ______________
500 80% 400 12
All Other
Physicians Segments ______________
1,000 30% 300 6

Doctor Classification
Total Doctor-150/MR Total No of MR 400
DOCTOR Dr/Mr Class A Class B
GP 90 50 40
SUR 10 5 5
GAST 15 10 5
Physician 35 25 10
TOTAL 150 90 60

Sales Force Planning MR Working Days Call/Day Call /Month
Assumptions 1 24 10 240
200 24 10 48000
Dr Classification Dr/MR Call to Dr/Month Calls to Dr/Month Dr Total
Class A 90 2 180 36000
Class B 60 1 60 12000
Total 150 240 48000
Dr by Specialty Dr/MR Class A class B Calls to Dr/Month Dr Total
General Physician 70 45 25 90 25 115
pediatrician 35 20 15 40 15 55
Physician 35 20 15 40 15 55
Chest TB specialist 10 5 5 10 5 15
240/MR
FIELD FORCE PLANNING

Doctors Calls planned /month Prescriptions per
month
Prescriptions per
year
Total Prescriptions
(300 sales officers)
Chest physician 10*2=20
5*1=1
85 1020 306000
Consulting physician 30*2=60
10*1=10
45 540 162000
Pediatrics 15*1=15 10 120 36000
General practitioners 50*2=100
40*1=40
30 360 108000
Total 250 170 2040 612000
SALES OFFICERS CALLS PLANNING & Rx
FORECASTING
90MUHAMMAD ALI

“Make Your Marketing So Useful People Would Pay
For It”

Presentation
For further presentation related to pharmaceutical sales and marketing visit my blog
www.phrali.blogspot.com
Some of my presentation are
 Pakistan Pharmaceutical Market Overview
 Pharmaceuticals Marketing Strategies
 Pharmaceutical Sales in Pakistan
 Marketing and sales roles in the pharmaceutical industry
 New Launch Strategy & Product Cycle
MUHAMMAD ALI 92

How to Make Pharmaceutical Marketing Plan

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