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    Glevo Respicare

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    kurutala
    Glevo is ranked 7th in the levofloxacin market with 6.4% market share. It is the strongest brand available across all strengths and dosage forms. The document outlines strategies to achieve greater heights for Glevo, including prioritizing key specialties like chest physicians and ENT specialists, enhancing prescriptions from existing prescribers through consolidation programs, increasing new prescriber acquisition through conversion programs, and rewarding high-performing medical representatives. Premium and mass-level marketing initiatives are planned from October 2011 to March 2012 to drive prescription growth.

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    Glevo Respicare

    Uploaded by

    kurutala
    172 views58 pages
    Glevo is ranked 7th in the levofloxacin market with 6.4% market share. It is the strongest brand available across all strengths and dosage forms. The document outlines strategies to achieve greater heights for Glevo, including prioritizing key specialties like chest physicians and ENT specialists, enhancing prescriptions from existing prescribers through consolidation programs, increasing new prescriber acquisition through conversion programs, and rewarding high-performing medical representatives. Premium and mass-level marketing initiatives are planned from October 2011 to March 2012 to drive prescription growth.

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    Levofloxacin

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    Glevo is ranked 7th in the levofloxacin market with 6.4% market share. It is the strongest brand available across all strengths and dosage forms. The document outlines strategies to achieve greater heights for Glevo, including prioritizing key specialties like chest physicians and ENT specialists, enhancing prescriptions from existing prescribers through consolidation programs, increasing new prescriber acquisition through conversion programs, and rewarding high-performing medical representatives. Premium and mass-level marketing initiatives are planned from October 2011 to March 2012 to drive prescription growth.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    172 views58 pages

    Glevo Respicare

    Uploaded by

    kurutala
    Glevo is ranked 7th in the levofloxacin market with 6.4% market share. It is the strongest brand available across all strengths and dosage forms. The document outlines strategies to achieve greater heights for Glevo, including prioritizing key specialties like chest physicians and ENT specialists, enhancing prescriptions from existing prescribers through consolidation programs, increasing new prescriber acquisition through conversion programs, and rewarding high-performing medical representatives. Premium and mass-level marketing initiatives are planned from October 2011 to March 2012 to drive prescription growth.

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    You are on page 1of 58

    CBM Oct-Dec11

    Team Majesta
    Attempted consciously to gain more power in healthy competitive market Put in extra efforts in finding out a path towards robust growth

    Used muscles to gain significant MS

    So far

    Glevo
    Ranked 7th with MS of 6.4% in Levofloxacin market Strong equity amongst key specialities with prescriber base of 7500 Drs. Only brand available in all SKUs (Tab + IV + ED) Contributed 8% to Majesta sales

    Lets achieve greater heights for

    Lets learn more about Glevo

    Lets learn more about Glevo


    Levofloxacin
    Molecule/strength Category/class Generation Levofloxacin 250 /500 / 750 mg Fluoroquinolone Third generation semisynthetic fluoroquinolone Levofloxacin inhibits bacterial topoisomerase IV and DNA gyrase (both of which are type II topoisomerases) enzymes required for DNA replication, transcription, repair and recombination.

    MOA

    Lets learn more about Glevo


    Pathogen Gram-positive cocci Staphylococci aureus Streptococcus pneumoniae Gram-negative bacilli Escherichia coli Haemophilus influenzae H. parainfluenzae Klebsiella pneumoniae Pseudomonas aeruginosa Gram-negative cocci Moraxella catarrhalis Atypical pathogens Chlamydia pneumoniae Mycoplasma pneumoniae Legionella pneumophila Indication Wise CAP AECB Acute Maxillary Sinusitis % Eradication (250-1000 mg of Levo) 69.9 89.1 100 94.4 94.3 100 63.3 93 95.9 100 90 95 95 96

    Lets learn more about Glevo

    Lets learn more about Glevo


    Highest number indications approved by USFDA

    Lets learn more about Glevo


    Indications & Dosage

    Lets learn more about Glevo


    Targeted Specialty/ Indication Summary
    Speciality Phy /Chest GP ENT Glevo Tablets AECB , CAP Sinusitis, Pharyngitis, Tonsillitis Sinusitis, Pharyngitis, Tonsillitis, Laryngitis Glevo Infusion AECB , CAP Glevo E/E drops Otitis externa/ media, Bacterial conjunctivitis : 1 -2 times daily

    Lets learn more about Glevo


    Key Aspects Highest number of USFDA approved indications as compared to other Quinolones Time tested and safe Vis a vis emerging therapeutic options Economical Cost of therapy over Cefixime, Azithromycin

    Market & Prescription Analysis

    Market Analysis - ORG

    Anti-infectives are largest therapy contributes 19% to IPM


    Heart of prescription of all specialty

    Market Analysis - ORG


    Rank 1 2 3 4 5 6 7 8 9 10 Molecules Total Market OFLOXACIN CIPROFLOXACIN LEVOFLOXACIN CEFIXIME+OFLOXACIN NORFLOXACIN PRULIFLOXACIN GEMIFLOXACIN MOXIFLOXACIN BALOFLOXACIN GATIFLOXACIN MAT Aug 11 Value Grth (Value) (MayAug'11) 1580Crs 10% 308 2 285 -2 180 3 121 290 46 -5 36 -5 31 -22 28 46 26 680 22 -17

    Quinolones are 3rd largest anti-infectives & Levofloxacin 3rd largest Quinolone.

    Market Analysis - ORG


    Aug Mat 11 MAT Rank 1 2 3 4 5 7 19 30 37 BRANDS LEVOFLOXACIN L-CIN LEVOFLOX LOXOF LEVOMAC LEON GLEVO Sol GLEVO Inj GLEVO E/E Drops MILIVO LUPIN LIMITED CIPLA RANBAXY* MACLEODS PHARMA DR REDDYS LABS Majesta Div Majesta Div Majesta Div Milieus Div COMPANY Value 180 25 20 19 18 12 9 2 1 0 Val MS% Val grth 100.00 13.87 11.23 10.40 10.13 6.60 4.94 1.09 0.29 0.24 3 1 21 5 16 -4 3 1 25 -55

    Opportunity to derive double digit growth by competing strongly with Levoflox and Levomac

    Prescription Analysis - SMSRC


    Prescriptions Reach
    RANK Speciality Rx% 2.56
    CHEST 3 6 6

    Prescriptions Distribution
    GLEVO TAB [Glen-MAJESTA] LEVOFLOXACIN PLAIN (S) CPR : Rxer%

    CPR

    27

    CHEST ENT UROLOGIST

    16 16 15

    5.24 3.89 3.59

    ENT

    3 3

    20 CONS 12 17

    CONS PHY CARDIO GEN PHY

    22 27 17

    3.58 3.28 3.26


    0 10 20 30

    46 GP 40
    40 50 60

    50

    Chest, ENT, CP, GPs are key specialities Glevo is good at CP, Chest but ENT needs attention

    Prescription Analysis
    Speciality-wise Rx contribution to Glevo

    Sr No
    1 2 3 5 8 17

    Speciality
    All Doctors G.P.(MBBS) G.P.(Non MBBS) Chest TB Specialist ENT Specialist Consulting Physician

    % contribution of Rx to Glevo
    100 18.83 17.54 10.84 4.34 12.85

    Brand Rx Gr
    19.83 7.31 62.92 93.74 -44.01 -2.25

    GP, CP, Chest are key contributors Growth at CP & contribution of ENTs is of concern

    Prescription analysis key aspects


    3rd most prescribed antibiotic after Cefixime and Azithromycin Largest prescribed anti-infective by Chests, 2nd most prescribed by CPs, 4th by GP & 5th choice antibiotic of ENT Market potential at key specialties is in sync with division coverage

    Lets achieve greater heights for

    Lets achieve greater heights for Glevo


    First choice among key specialties Fastest growing brand MS of 7.5% Top 5 brand of Levofloxacin market

    Lets achieve greater heights for Glevo

    How to do it?

    Key Marketing Issues


    P3/P4 promotion Weak franchise at key specialities Low P/D vs market Under optimized mass franchise : GPs

    Critical success factors


    Prioritize brand promotion focus Develop Key specialties Enhance P/D from existing prescribers Increase exposure & focus on conversion Broaden strenghwise Rxer base

    Marketing strategies
    Prioritize brand promotion focus
    Realigning customer coverage Speciality-wise communication

    Develop Key specialties


    Glevo Xaria ENT touch program Guidelines for strengthening specific indications in Chest & CP

    Marketing strategies
    Enhance P/D from existing prescribers
    Glevo Power Club campaign for consolidation

    Increase exposure & focus on conversion


    Glevo Power Club campaign for conversion

    Marketing strategies
    Prioritize brand promotion focus
    Realigning customer coverage Speciality-wise communication

    Develop Key specialties


    Glevo Xaria ENT touch program Guidelines for strengthening specific indications in Chest & CP

    Realigning customer coverage


    No. of Drs/FSO in Drs./FSO Majesta 90 37 44 14 8 6 18 5 40 0 200 62 P1-P6 P4 P4 P3 P3 0 Drs / FSO in Respicare 50 24 8 18 0 100 Respicare P1-P6 P2 P2 P2 P3 0

    Service increased to 100 Drs./FSO

    Second brand to be detailed for key specialties

    Realigning customer coverage


    Drs / FSO for Speciality exposure GP 90 Consl Phy 44 Chest Phy 8 ENT 18 TOTAL 160 Drs / FSO for focus 15 10 5 10 40

    Speciality-wise communication
    CP/GP ENT Chest

    CP/GP

    CHEST

    CHEST

    ENT

    Marketing strategies
    Prioritize brand promotion focus Realigning customer coverage Speciality-wise communication Develop Key specialties
    Glevo Xaria ENT touch program Guidelines for strengthening specific indications in Chest & CP

    Glevo-Xaria ENT touch program


    Objective: To develop franchise at ENT for Glevo & Xaria 2 Phases:
    Consolidation at core prescribers Conversion at prospects

    Glevo-Xaria ENT touch program -Consolidation


    Objective- Build core prescribers at ENTs for Glevo & Xaria

    5 Drs/FSO
    Dec11 & Feb12

    Series of J.Hampstead premium Linen shirts (1st in Dec11 & 2nd in Feb12)
    Collect correct shirt sizes of top Rxers of Glevo + Xaria and convey to ZSM/SM before 7th Nov11 Format of shirt sizes will be mailed to ZSM on 25th Nov11

    Power Club Announcer Card

    Glevo-Xaria ENT touch program-Conversion


    Objective- Revive prescriptions at ENTs for Glevo & Xaria Series of 3 handbooks of Milestone in ENT 10/FSO for Dec11 Feb12 Covers the history and emergence of ENT fraternity, current updates in diagnosis & future development in ENT-Otolaryngology field

    Milestone in ENT Announcer Card

    Guidelines for strengthening specific indications in Chest & CP Objective- Increase prescriptions for pneumonia & MDR TB at chest & CP Series of guidelines such as ATS guidelines 10/FSO for Dec11 & Feb12

    Marketing strategies
    Enhance P/D from existing prescribers
    Glevo Power Club campaign for consolidation

    Increase exposure & focus on conversion


    Glevo Power Club campaign for conversion

    Consolidation & conversion of prescribers

    Objective: Double the prescribers from 20 to 40 Drs Total Drs targeted: 40 Drs
    Consolidation: Existing 20 prescribers/FSO Conversion: 20 Drs/FSO

    Theme based premium inputs for consolidation & mass inputs for conversion

    Consolidation of prescribers

    Total Drs Targeted: 20 Drs


    Power premium input : 5 Drs / FSO Sampling : All 20 Drs

    Targeted specialties : ENT, CP, GP, Chest Dec11-Feb11

    Consolidation of prescribers

    Jan11 Nov11

    Power Input Announcer

    Conversion of prescribers

    Total Drs Targeted: 20 Drs


    Power mass input : 10 Drs / FSO Sampling : All 20 Drs

    Targeted specialties : ENT, CP, GP, Chest Nov11-Feb11

    Conversion of prescribers

    Jan11

    Nov11
    Dec11

    SKU wise Rx enhancement

    Promote Glevo Eye/ Ear drops to all ENT and GP

    SKU wise Rx enhancement

    Glevo IV is Pioneer brand No. 1 in ORG

    Strive hard for bulk POBs at institutions / Nursing homes / Hospitals / dispensing Doctors available at spl. NRV rates

    Rewards

    Certificate of appreciation
    Maximum Doctor conversion of the month will be awarded with Certificate

    Rx Conversion

    Power Rewards
    Quarterly incentives (Rs.)
    Quarterly % incentive 100%-105% Ach >105%-110% Ach >110%-115% Ach > 115% Ach 5% 6% 7% 8% Additional incentive on Oct-Mar Ach. 1% additional 1% additional 1% additional 1% additional

    This incentive is on quarterly and on H2 primary sales achievement FSO must achieve his 80% primary value target of next QTR Incentive will be disbursed in the month of April12 for Q3 & July12 for Q4 and H2

    Eg: Let us assume that the FSO has the target of 5 Lacs in H2 He has achieved 116% of the target i.e 5.55 L He will be eligible for 8% of his achievement 8% of 5.55 lacs is Rs. 44,400

    Additional 1% of 5.55 L = Rs

    5,500 Total Earnings = Rs. 49,900

    On Quarterly achievement , amount will roughly half

    Promotogram
    Oct Campaigns Target Drs V1 V2 V1 Nov V2 V1 Dec V2 V1 Jan V2 V1 Feb V2 Mar V1 V2 Premium Premium Premium Power Power Power Power Power Power Brand Input Theme Input Theme Brand Input Theme Reminder Teaser 1 based input Teaser 2 based reminder Teaser 3 based s 5/FSO 1 5/FSO input 2 5/FSO input 3 5/FSO 5/FSO 5/FSO Samples 20/FSO samples 20/FSO samples 20/FSO samples 20/FSO samples 20/FSO

    Consolidation 20 Drs / FSO

    Brand reminder

    Power Campaign

    samples 20/FSO

    Conversion 20 Drs /FSO Samples 20/FSO ENT TOUCH Program

    Brand reminder

    Power Power theme theme Brand Brand based based reminder reminder utility input utility 1 input 2 samples 20/FSO samples 20/FSO samples 20/FSO

    Power Power theme theme Brand Brand based based reminder reminder utility utility input 3 input 4 samples 20/FSO Brand reminder

    10 Drs / FSO

    Chest / CP Guidelines

    10 Drs /FSO

    samples 20/FSO Book Teaser: Teaser: Book Teaser: Book -ENT ENT ENT ENT ENT Brand ENT Milestone Mileston Milestone Milestone Milestone reminder Milestone Series 1 e Series Series 1 Series 2 Series 2 Series 3 3 GOLD ATS LBL on LBL on guideline guidelines MDRTB MDRTB s

    LBL on MDRTB

    Empower yourself with Glevo Power

    Thank you

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