Pharmaceutical Marketing

PAKISTAN PHARMACEUTICALS MARKET

World Pharma Market Worth $300 Billion

Pakistan Pharma Market Worth $6.4 Billion-2% of World Total

30 MNCs and 400 national manufacturing units

Share of MNC 45% Share of NCs is 55% Growth Rate 12% per annum

Top Companies

TOP MNC GlaxoSmithKline holding 12% Market Share

National Company Getz Pharma holding 4% Market Share

Top Companies in Pakistan

GSK-GlaxoSmithKline Pfizer Abbott Novartis Sanofi-Aventis Roche Bayer Eli-Lilly Johnson & Johnson

Top National Companies Getz Sami Hilton Bosch Highnoon Macter Searle Wilson

Contribution to Economy

600 companies are active in the field 100,000 employees 1% of sales of each company goes to

R&D fund of MOH More than 47000 Registered Drugs 1100 registered Molecules Almost all are price controlled

Types Of Companies

MNCs

National Companies

Marketing/ Franchisee/ Third Party

New Business Model (outsourcing) Vikor Pharma Muller and Phipps Premier Agencies Helium

Vikor Pharma

Founded in 1979 as Distribution Company

Largest National Phrama Distribution Company in 1985

Most Modern MIS , Booking and delivery System

Branches in Karachi, Lahore , Islamabad, Quetta, Peshawar, Jhelum, Abbotabad

Country wide Sub Distributors

Vikor Pharma

Owe more than 33% share of GSK distribution

Signed an agreement with GSK in July 2011

Promotion of GSK Products with a Sales Volume of PKR. 1 Billion

Product Portfolio Ceporex, Seroxat, Revitale-B, Zentel, Lotrix,

Dependal-M, Tagamet, Piriton, Zyloric

Mission

Do More Feel Better Live Longer

GlaxoSmithKline – one of the world's leading research-based Pharmaceutical and healthcare companies – is committed to improving the quality of human life by enabling people to do more, Feel them better and live a longer life

•Our Values

Some Brands of Gsk

International Federation of Pharmaceutical Manufacturers & Associations

Value of Ethical Promotion of Medicines •Ethical promotion helps ensures that:

•Healthcare professionals have access to information they require;

•Patients have access to the medicines they need; and •That medicines are prescribed and used to benefit patients worldwide

© IFPMA 2013

DOs & DON’Ts

ALLOWED Promotional Aids (strict provision) Items of Medical Utility (strict Provision) Hosting of Scientific Promotional Meeting Limited Sponsorship to genuine scientific event Cultural courtesy cards/gifts(i.e. inexpensive

gifts not related to items of medical utility and allowed by local Law)

Meals/Dinners if in connection to an event and secondary

© IFPMA 2013

DOs & DON’Ts

NOT ALLOWED Monetary Gifts Personal Gifts (i.e. flowers, jewelry, cars, etc.) Recreational Activities (i.e. golf, tickets to

sporting events, concert, vacations, etc.) Sponsoring of family events or paying for a

guest/companion Meals/Dinners if not in connection to an

event Any form of entertainment (i.e. company paid

for musical performance during dinner

© IFPMA 2013

Marketing Strategies

Human Resource Department

Marketing Department

Training Department

Hiring of Qualified & Skilled Personnel

Marketing Strategies

Medical Departm

ent

Sales Management

Product Manage

ment

Marketing Strategies

Develop Marketing Strategy &

Promo Material

Implement in the Field

Approval by Medical

Department

Marketing Strategies

One to one Detailing to HCPs by Medical Rep

through When, Why, How

Give Samples/starter packs to Drs

Give Items of Medical Utility for promotion

Participation in International and National Conferences

Marketing Strategies

Clinical Meetings

Educational Programs for Drs.

Sponsorship in Conferences and Seminars

Donations to Govt. Hospitals

Participation in Tender Business

Economical Gifts like Pen, Torch, Tissue paper

Social Responsibilities

GSK works under IFMPA CODE OF PRACTICE and follows it’s values

GSK is present in more than 100 countries that always value it’s customers .

In GSK all work done in a 100% pure environment , So that their customers are benefitted.

GSK works with NGOs in un-developed countries.

GSK is largest producers of Vaccines in the World, works in collaboration with NGOs

SWOT ANALYSIS

STRENGHTS

Global Presence in more than 100 countries Strong financial Position Number-1 research based MNC in Pakistan High Quality research Products Top company in Skin and Vaccine segments Enjoying customer’s faith Strong , Qualified, Trained Team

SWOT ANALYSIS

WEAKNESS

Have to follow IFMPA’s Code of Practice

Beaurocratic Style of Management Lack of Strong Controlling System Limited Field Force in Specialty

Groups Frequent Shortages of Products

SWOT ANALYSIS

OPPORTUNITIES

New research Molecules to be launched

Outsourcing of mature products Generics Products in Pipeline Emerging market of Vaccine Growth oriented FMCG Group

SWOT ANALYSIS

THREATS

Uncertain rules and regulations of Govt.

No Patent Law/protection in Pakistan

Increasing Inflation and value of US-$

Increasing Competition by National Cos

Large Field Force of National companies

Unethical Practices of Competitors

Unethical Practices in Pharma Bribing Pick and Drop Services Payments of Utility Bills Heavy Discounts FOC Goods Checks/Cash incentives Expensive Lunch/Dinner

Unethical Practices in Pharma Free Medical Camps

Monthly Salary

Jewelry

Furniture/Fixture

Office Equipment

Expensive Electronic Items

Unethical Practices

Expensive Gifts

Excursion Trips

Vacation Packages

Local and Foreign Trips

Unethical Practices

Renovation of Clinic

Partner ship offers

Installment offers

And other Services