Zolid

Pioglitazone

Our Objective is to make

Zolid
number 1 Glitazone in Pakistan

1
 IMS Analysis
Total Antidiabetic Market

I.M.S Data Analysis - 1st Quarter 2007

Total Anti Diabetic Market

Segment Products Units Value Rs. share Gr.%

Total Antidiabetics A10 144 20,733,200 2,605,035,000 3.1% 4%

Oral Antidiabetics A10B 114 18,550,100 1,789,011,000 69% 15%

Sulphonylureas A10B1 66 10,640,000 1,186,530,000 66.3% 10%

Biguanides A10B2 14 5,021,200 283,827,000 16% 7%
SU +Big A10B3 9 843,200 61,552,000 3.4% 122%
Glitazones A10B4 20 1,795,000 214,452,000 12% 45%

Glitazone +other Oral

Antidiabetics A10B 8 1 24,800 2,787,000 0.2%

Glucosidase inh A10B5 1 191,900 29,492,000 1.6% 8%

Other A10B9 3 34,000 10,370,000 0.6% -13%

Human Insulins A10C 26 1,887,800 777,837,000 30 -13%

Animal Insulins A10D 4 294,900 38,187,000 2 -5%

2
 Zolid IMS Data Analysis Qtr 1 2007
Thiazolidinedione Market
Mkt
Segment Units Value Rs share Gr%
TZDs A10B4 1,795,000 214,452,000 12% 45%
No of products 20
Strengths
and Pack Unit Value Rs.
Product sizes Company Share Gr %
Piozer 14s Hilton 680,800 73,201,000 34 25
Pioglitazone

Zolid 14s Getz 438,100 54,208,000 25 38

Pioglitazone

Avandia 14s GSK 24,800 24,255,000 11 -12

Rosiglitazone

Nelizig 20s Highnoon 173,100 15,964,000 7 670

Rosiglitazone

Glitos 14s WRP 94,100 9,956,000 5 519

Pioglitazone

Blutab 10s WRP 110,000 8,219,000 4 74

Rosiglitazone

Diacto 14s C.C 60,100 8,082,000 4 76

Pioglitazone

Rosita 10s PV 68,600 5,220,000 2 455

Rosiglitazone

Gliden 14s Helix 23,800 3,261,000 2 -4

Pioglitazone

Poze 14s AGP 22,800 2,309,000 1

Pioglitazone

Piokure 14s Kut 25,700 2,238,000 1 4

Pioglitazone

Ornix 10s Martin Dow 22,500 1,756,000 1 37

Rosiglitazone

3
 Zolid IMS Data Analysis Qtr 1 2007
Thiazolidinedione Market

Mkt
Segment Units Value Rs share Gr%
TZDs A10B4 1,795,000 214,452,000 12% 45%

No of products 20
Strengths
and Pack Unit Value Rs.
Product sizes Company Share Gr %
Dowglit 14s MDW 14,400 1,554,000 1
Pioglitazone

Fantasia 14s WSH 9,800 1,248,000 1 120

Pioglitazone

Piofit 20s Schazoo 5,700 947,000 0

Pioglitazone

Dizone 14's H&K 8,300 765,000 0

Pioglitazone

Pyctos 14's Highnoon 6,100 722,000 0

Pioglitazone

Glyrol 14s MDS 4,800 507,000 0 -51

Pioglitazone

Pio A 20's EV 2 1,600 256,000 0

Pioglitazone

Escort 10's STH - 1,000 -

Rosiglitazone

4
 Zolid IMS Data Analysis 1Q 2007
PIOGLITAZONE MARKET
Units Value Rs.
1,396,000 159,254,000
No of products 14
Strength
s and Lanch MarketS GOLY
Rank Product Company M.R.P Units Value Rs.
Pack date hare% %
sizes
1 Piozer Hilton 680,800 73,201,000 46.0 25
Pioglitazone 15 mg 84 Aug,04 290,500 20,744,000 28 24
30 mg 147 Aug,04 301,700 37,701,000 51.5 26
45 mg 196 Aug,04 88,600 14,757,000 20.2 26

2 Zoild Getz 438,100 54,208,000 34.0 38

Pioglitazone 15 mg 98 Oct.04 183,300 15,265,000 28.2 24
30 mg 168 Oct.04 201,100 28,713,000 53 39
45 mg 224 Oct.04 53,700 10,230,000 18.9 61

3 Glitos Searle 94,100 9,956,000 6.3 519

Pioglitazone 15 mg 84 6-Jan 43,100 3,078,000 30.9 517
30 mg 147 6-Jan 38,700 4,828,000 48.5 600
45 mg 196 6-Jan 12,300 2,050,000 20.6 389

4 Diacto CCL 60,100 8,082,000 5.1 76

Pioglitazone 15mg 83.3 5-Jul 19,700 1,641,000 20.3 42
30 mg 142.8 5-Jul 26,500 3,778,000 46.7 81
45mg 190.4 5-Jul 14,000 2,663,000 33 98

5 Gliden Helix 23,800 3,261,000 2.05 -4.0

Pioglitazone 15mg 70 5-Jun 10,700 638,000 19.6 34
30 mg 265 5-Jan 8,000 1,842,000 56.5 -21
45mg 182 5-Jun 5,100 782,000 24 35

6 Poze AGP 22,800 2,309,000 1.45

Pioglitazone 15 mg 74 7-Feb 10,700 684,000 29.6
30 mg 142 7-Feb 8,200 998,000 43.2
45 mg 187 7-Feb 3900 627000 27.2

7 Piokure Kut 25,700 2,238,000 1.4 4

Pioglitazone 15 mg 70 5-Mar 14,800 871,000 38.9 21
30 mg 133 5-Mar 7,900 897,000 40.1 3
45 mg 182 5-Mar 3,000 470,000 21 -16

5
 Zolid IMS Data Analysis 1Q 2007
Units Value Rs.

1,396,000 4,402,000
No of products 14
Strength
s and MarketSha GOLY
Rank Product Company M.R.P Lanch date Units Value Rs.
Pack re% %
sizes
8 Dowglit MDW 14,400 1,554,000 56
Pioglitazone 15 mg 6-Aug 5,600 397,000 25.6
30 mg 6-Aug 6,400 755,000 48.6
45 mg 6-Aug 2,400 402,000 25.8

9 Fantasia Wsh 9,800 1,248,000 120

Pioglitazone 15 mg 98 5-Sep 4,300 359,000 28.8 215
30 mg 168 5-Sep 3,200 457,000 36.6 101
45 mg 224 5-Sep 2,300 432,000 34.5 92

10 Piofit Schazoo 5,700 947,000

Pioglitazone 30 mg 180 6-May 4,200 635,000 67
45 mg 240 6-May 1500 313,000 33

11 Dizone Healthtec 8,300 765,000

Pioglitazone 15 mg 70 6-May 4,000 237,000 31
30 mg 132 6-May 3100 346,000 45.2
45 mg 176 6-May 1,200 182,000 23.8

12 Pyctos Highnoon 6100 722,000

15 mg Jan-07 2100 149,000 20.7
30 mg Jan-07 2300 294,000 40.6
45 mg Jan-07 1700 279,000 38.7

13 Glyrol MDS 4,800 507,000 -51

Pioglitazone 15 mg 80 4-Dec 2,100 142,000 27.9 -46
30 mg 140 4-Dec 1,700 197,000 38.8 -60
45 mg 185 4-Dec 1,100 169,000 33.3 -40

14 Pio A EV 2 1,600 256,000

Pioglitazone 15 mg Jan-06 1,000 125,000 48.8
30 mg Jan-06 300 58,000 22.8
45 mg Jan-06 300 73,000 28.4

6
 MARKET ANALYSIS
• The total antidiabetic market A10 is one of the growing markets with almost 20.7
million units and its value is 2.6 bio with growth of 4%.

• Oral anti diab A10B is 1.789 bio with 15% growth.

• Human Insulin A10C is 778 mio with -13% growth.

• Animal Insulin A10D is 38 mio with -5% growth.

• Oral antidiab has 114 products, with Sulphonylureas being the most prominent
group having almost 66% share of OADs followed by Biguanides having 16% share.

• Glitazones now a well established group has 214 mio value with 12% share but as
the concept of insulin resistance & insulin sensitizers is further increasing this group is
sure to grow more tremendously.
•
• Glitazones are showing the highest growth in Anti-diabetic market with 45%.

• In Glitazone market, both Piozer & Zolid are among the top glitazone followed by
Avandia. Piozer is the market leader having 34% share followed by Zolid having 25%
share.

• Analyzing Pioglitazone market currently Piozer has 73 mio value &46 % share of
Pioglitazone market followed by Zolid having 54 mio value & 34% share.

• This is followed by Glitos of Searle and Diacto of CCL. But if we analyze the whole
TZD market, then there is Nelizig of High Noon and Blutab of Werrick.

• As FDA has warned about the use of Rosiglitazone, so we should foucus in this
quarter to get maximum patients from Rosiglitazone like Avandia, Nelizig and Blutab.

• After FDA alert, we must have to be very vigilant from our competitors in anti
diabetic market. They would try to present to doctors that if safety issue is coming with
Rosiglitazone than it would also be with Pioglitazone (Class Effect). But we have
distributed the study of NEJM which claims that there is no class effect with Pioglitazone.

New Products Launched In Q1 2007:

7
Sales Analyzer of Zolid
Sales Analyzer of Zolid gives us idea about ther market and comparision of Zolid with
sulphonylureas as well as with Glitos and Nelizig. We will now onward use this tool for our
analysis and planning with better idea.
In this quarter, we will especially focus to the areas in which Rosiglitazone like Nelizig is
moving fast. Our objective is to convert the patients of Rosiglitazone after the news from
FDA regarding its safety.

National:
Sales analyzer on national level shows that Zolid is having 7.96% share, Nelizig is having
3.28, while Glitos is 2.03% and Diacto is 1.03%. When comparing with sulphonylurea,
Dimicron is on top position with 35.94 share and Amaryl with 18.75%.

South:
Sales analyzer of south shows that Zolid is having share of 9.57%, Nielizig is with 2.62%
and Glitos is with 2.16%. So both these glitazones should be closely observed on brick
level. In suphonylurea market, major competition is with Diamicron as it is 28.39% and
then Amaryl 20.81%.

Central:
Central is having Zolid share of 6.8% and Nelizig should be monitored as it is carrying
share of 3.29%. In sulphonylureas, Diamicron is the player that should be knocked out as
it is about 39% and Amaryl has 20.36%.

North:
North is having almost the same situation as that of central. Zolid is with 9.32% , Nelizig
with 2.9%, Glitos with 1.93%. Diamicron is again doing wonder in North with share of
34.35% and immediately should be focused.

8
 Sales Analysis
Jan-Mar
ZOLID 2007
Area YTD Ach Yield/TM(000)
KARACHI 1 111 166
KARACHI 2 98 124
HYDERABAD 94 75
SUKKUR 95 92
QUETTA 115 80
SOUTH 102 116
FAISALBAD 96 88
GUJRANWALA 97 97
LAHORE 109 105
MULTAN 114 70
SAHIWAL 84 85
CENTRAL 102 90
RAWALPINDI 104 103
PESHAWER 105 62
SWAT 75 38
NORTH 101 78
Pakistan 102 95

 Karachi 1 has achieved the highest yield/TM followed by Karachi 2. But the very
encouraging aspect is that Lahore has come up on 3 rd position in Q1.
 On regional basis, South region is leading with the highest yield/TM, central is on 2 nd
and north is on 3rd position and all the 3 regions have achieved their YTD budget.
 Yield of Hyderabad, Quetta, Multan, Peshawar and Swat are not up to the mark.
North region (Swat & Peshawar come up colleagues, in this quarter.
 Congratulations to Karachi 1, Quetta, Lahore, Multan, Rawalpindi and Peshawar to
achieve their quarter 1st budget. We hope so that Lahore will give tough time to Karachi for
1st and 2nd positions.
 The results of Quarter 1 st are very motivating and we would get more successes by
planning and executing innovative scientific activities for Zolid.

9
 Zolid Top Guns for Qtr 1 2007

Rank Name Area

1 Syed Zeeshan Haider Karachi 1
2 Aamir Ali Karachi 2
3 Muhammad Nadeem Ansari Karachi 1
4 Anjum Riaz Rawalpindi
5 Babar Khursheed Butt Gujranwala
6 Rafeh Ali Karachi 1
7 Abdul Mueen Karachi 1
8 Faisal Mehmood Lahore
9 Azhar Ali Sukkur
10 Zafar Iqbal Lahore

 Karachi 1 is again having the maximum Top number in Top 10 Guns. So

congratulations Syed Zeeshan Haider as he has proven himself and snatched the position
from Nadeem Ansari after a very long time.
 Amir and Nadeem, you both strive to get the 1 st position.

 It is very healthy sign to see 2 colleagues, Faisal Mehmood and Zafar Iqbal from
Lahore.

 Now the challenge for North as Anjum Riaz is one representing the whole region.

10
 THEME:
Managing Diabetes Is Our Job # 1

POSITIONING
Zolid, for enhanced glycemic control

TARGET DOCTORS
Diabetologists
Physicians
Cardiologists
Potential GP’s

Objective
QUALITATIVE OBJECTIVE
Creating awareness about Insulin resistance disease concept and establishing the role of
Zolid in providing excellent glycemic control in type 2 diabetes mellitus.
Highlighting superiority of Zolid (Pioglitazone) over rosiglitazone in improving lipid profile
of patients.

QUANTITATIVE OBJCTIVE
To achieve 100% budget of 2007.
To achieve 35% share of TZD market by the end of year 2007.

CURRENT SITUATION

Key Fact
Doctors by and large are still not clear with the use of glitazones. Only Getz and Hilton are
doing academic activities, other players have not worked in the development of concept.

PROMOTIONAL STRATEGY
To increase the prescriber base of Zolid by creating awareness about Insulin resistance
disease concept and the use of glitazones.

To establish the role of Zolid in providing excellent glycemic control in type 2 diabetes
mellitus.

Highlighting superiority of Zolid (Pioglitazone) over rosiglitazone in improving lipid profile

of patients.

11
 PROMOTIONAL PLAN FOR Q3 2007

1. Diabetes Management Workshop

OBJECTIVE
To increase the prescriber base of Zolid by establishing the concept of Insulin Resistance.

TARGET AUDIENCE
GPs

NO. OF DOCTORS
25-30 per workshop

SPEAKERS
Will be arranged locally.

SCHEDULE

South No Central No North No

R.Yar Khan 1 Lahore 2 Rawalpind 1
i
Faisalabad 1 Swat 1
Sialkot 1 Peshawar 1
Gujrat 1
Gujranwala 1
DG Khan 1

Total11 workshops in Q3 2007.

12
 2. Zolid- Safety Presentations

OBJECTIVE
To present and highlight safety profile of Pioglitazone to GPs/MOs by giving them a brief
presentation and studies handouts.

TARGET AUDIENCE
Potential GPs/MOs of Medicine who are reluctant to prescribe Pioglitazone due to their
doubts in safety of the molecule.

NO. OF DOCTORS
5-7 doctors/ Presentation

SPEAKER
Preferably ASM or locally arranged

BUDGET
Rs. 2000/ Presentation

PRESENTAION ALLOCATION
As discussed with ASMs

South No Central No North No

Karachi 1 8 Lahore 8 Rawalpindi 10
Karachi 2 8 Faisalabad 6 Swat 4
Hyderabad 8 Multan 6 Peshawar 8
Sukkur 5 Sahiwal 4
Quetta 3 Gujranwala 4
Total 32 Total 28 Total 22

Total 82 Safety Presentations planned in Q3 2007.

13
 3. Diabetic OPD Sittings

OBJECTIVE
Building and encashment of relations in permanent diabetic OPDs of institutions.

TARGET AUDIENCE
MOs/Drs of permanent diabetic OPDs.

METHODOLOGY
This sitting will be done only in permanent diabetic OPDs. Our colleagues having
permanent diabetic OPD in their territory will be provided extra samples and budgets for
this sitting. Our colleague will arrange such sitting by providing samples, diet charts and
by arranging tea of the OPD by the given budget. Every colleague having permanent OPD
will do this activity once in a week or as per response of the activity.

BUDGET
Rs. 250/ Sitting
One sitting/Week

PERMANENT DIABETIC OPDS DATA:

As discussed with ASMs

South No Central No North No

Karachi 1 4 Lahore 4 Rawalpindi 6
Karachi 2 3 Faisalabad 1 Swat ---
Hyderabad 2 Multan 2 Peshawar 1
Sukkur 2 Sahiwal ---
Quetta -- Gujranwala ---
Total 11 Total 7 Total 7

Total permanent diabetic OPDs = 25

25x4 x3 = 300 sittings are planned in Q3 2007.

14
 4. Study Reprint:
In Q 3 2007, we will distribute study reprint “Metabolic and Histologic Improvements in
Non-Alcoholic Steatohepatitis (NASH) During Pioglitazone Treatment is Associated with a
Reduction in Inflammatory Markers”.

Background:
NASH is a chronic liver disease and is characterized histologically by fatty liver. NASH is
associated with obesity, insulin resistance, systemic inflammation and type 2 diabetes.
Pioglitazone is a PPAR Gamma receptor agonist has shown to be effective in insulin
resistance. The patients with NASH showed significant metabolic and histologic
improvement with the treatment with Pioglitazone. This study poster was presented in
ADA 2006

Contents:
This Poster has complete summary of study Aim, methods, design, summary of clinical
and lab parameter changes, summary of histological results and conclusions. We will also
provide the full text of this study for your refernce.

Summary:
Two groups of patients were formulated. One was placebo (21 patients) and the other (26
patients) was on Pioglitazone. This study was of 28 weeks. Pioglitazone 30 mg/day was
given for first 8 weeks and then patients were shifted to Pioglitazone 45mg for remaining 20
weeks.
Treatment of NASH patients with Pioglitazone led to a reduction in hepatic fat content and
normalizing of liver enzymes with an improvement in glucose metabolism, lipid metabolism
and histopathology.

Quantity per TM
20 Study reprints with full text/TM will be given. This study should be distributed in
Gastroenterologists and Physicians. It is highly recommended that all colleagues should
discuss this study in detail with ASM before its distribution.

15
 5. Other Promotional tools

DIABETES DETECTION DAYS (3D ACTIVITY),

75 strips /TM/month
DIET CHARTS, PATIENT RECORD BOOKS, 3D POSTERS

SOCIAL EVENTS
Combined with other products.
DETAIL AID
4 page literature highlighting Guide for PROACTIVE Study and highlighting the better
efficacy of Zolid over sulphonylureas.

Model Detailing pattern

For Lit 2Q 07 Highlighting PROACTIVE Study and Superior efficacy of Zolid as

compared to
sulphonylureas in maintenance of HbA1c and prevention of secondary failure

Page 1 (Title)

Dr Sb today I share with you the increasing prevalence of diabetes in Pakistan. In 2003,
the diabetic population was 6.2 million and in 2025 it would be 11.6 millions in Pakistan.
Dr Sb it will become double in 2025.
So Dr Sb in this scenario, Managing Diabetes in our Job #1,
.

Page2 (PROACTIVE STUDY)

Dear. Dr. Today I will only discuss with you landmark study “PROACTIVE” i.e. Prospective
Pioglitazone Clinical Trial in Macro vascular Events. This study proved that pioglitazone
proved the sustained glycemic response in terms of HbA1c. There were 2 groups of
patients one was on pioglitazone and other was placebo. In 36 months, the patients on
pioglitazone had better HbA1c as compared to placebo group.

The cardiovascular results showed reduction in cardiovascular morbidity and mortality

(pointing towards graph) with pioglitazone group than in placebo group. So the
cardiovascular results can be summarized that
16
Pioglitazone can reduce macro vascular events
With
10% relative risk reduction in primary end point
And
16% relative risk reduction in the secondary end point. i.e. All cause mortality, MI &
Stroke.

Page 3

Piolglitazone showed superior glycemic control in terms of HbA1c when compared with
sulphonylureas. This study is of 3.5 year and total patients were 500 with 8.5 HbA1c. After
completion of the study the HbA1c in sulphonylurea group was 8.5 but with pioglitazone it
reduced and maintained at 8.0.
Similarly the same study also proved that with pioglitazone the mean annual progression
rate to insulin (secondary failure) was 6.55% and with sulphonylurea it was 16.44%.
So this study clearly proved the superiority of pioglitazone over the sulphonylureas.

Page 4 (Back page)

Therefore Dr. Pioglitazone is very beneficial for your diabetic patients as it decreases the
resistance thus provides effective glycemic control.

As it acts on peripheral level thus reduces the insulin resistance and so preserves the
pancreas of the patient.

Zolid improves the lipid profile of the patient so reduces the cardiovascular events.
With zolid there are less chances of hypoglycemia so provides comfort to patients.
Once daily dosage provides convenience to your patients.

As you know we have Zolid, the first pioglitazone in Pakistan. It is available in three
strengths -------.

Dr. I am confident that keeping in view of the benefits of Zolid you will prescribe Zolid in
your diabetic patients.

17
Rovista
(Rosuvastatin)

18
IMS Statins Analysis-4Q 06

Cholesterol/Triglyceride Regulator Market

930 Mio
Statins Growth 26%

95.0%

Fibrates
1.3%
3.7%

Others

19
 Statins IMS Data Analysis - 1st Qtr 2007
Segment Units Value Rs. Share% Gr.%
Total Mkt Cholest. regulators C10A No of products 95 5,908,500 979,267,000  100 0
Total Market Statins C10A1 No of products 86 5,615,900 931,375,000 95 0
Strengths and Pack
Rank BRAND (Rank) sizes Company Unit Value Rs. Share% Gr. %
1 Lipiget Tabs 10 , 20, 40 mg Getz 954,000 163,949,000 18 50
Atorvastatin 10's
2 Survive Tabs 10 , 20, 40 mg Werrick 696,500 113,615,000 12 9
Simvastatin 10's
3 Zocor Tabs 10 , 20, 40 mg MSD 237,700 98,120,000 11 14
Simvastatin 10's
4 Lipitor Tabs 10 , 20, 40 mg Pfizer 118,600 87,299,000 9 16
Atorvastatin 10's
5 Lipirex Tabs 10 , 20, 40 mg HighNoon 450,100 52,860,000 6 39
Atorvastatin 10's
6 Atorva Tabs 10 , 20 mg Pharmatec 165,900 33,762,000 4 71
Atorvastatin 10's
7 Lescol Caps 20 , 40, 80 mg Novartis 39,900 29,304,000 3 10
Fluvastatin 28's
8 Prostatin Tabs 10 , 20, 40 mg CCL 160,800 28,489,000 3 -6
Atorvastatin 10's
9 Simvazaf Tabs 10 , 20 mg Zafa 441,100 26,408,000 3 61
Simvastatin 10's
10 Recol Tabs 10 , 20 mg Barrett Hodgson 74,800 17,603,000 2 -9
Simvastatin 10's
11 Simva Tabs 10 , 20 mg Nabi Qasim 253,000 17,200,000 2 9
Simvastatin 10's
12 Eglocard Tabs 10 , 20, 40 mg Himont 93,400 14,933,000 2 -20
Simvastatin 10's
13 Limitrol Tabs 10 , 20, 40 mg Pharmevo 100,900 13,029,000 2 9
Simvastatin 10's, 5's , 5's.
18 Rolip Tabs 5 , 10, 20 mg Hilton 73,000 10,284,000 1
Rosuvastatin 10's
19 Rovista Tabs 5 , 10, 20 mg Getz 72,700 94,480,00 1
Rosuvastatin 10's
25 X-Plended Tabs 5 , 10, 20 mg Pharmevo 58,600 7,422,000 1
Rosuvastatin 10's

20
 Fibrates C10A2
Segment C10A2 Units Value Rs. Share Gr.%
Fibrates 109,300 12,356,000 100 20%
No of products 2
BRAND Company Unit Value Rs. Share Gr. %
Gempid Atco 87,200 11,648,000 94.3 23

Lipocor Efroze 13,400 708,000 5.7 -11

CHOLESTEROL & TRIGLYCERIDE REDUCING

AGENTS
 Rovista belongs to lipid lowering agents market.
 Cholesterol lowering agents are classified in to 3 categories: Statins, Fibrates and
Cholesterol Absorption Inhibitors.
 Statins dominate the cholesterol lowering drug market having 95% share.

STATINS MARKET ANALYSIS

The total market of statins in Pakistan is around 5.9 million in units and Rs. 979 million in
turnover. The market reflects a healthy growth of 24% over last year.

Lipiget (Atorvastatin) has successfully maintained the no.1 position with a value of 163.9
million and a growth of 50%. Lipiget enjoys the market share of 18%
Survive (Simvastatin) product of M/s. Werrick is the 2nd in line with a growth of 9%,
turnover Rs. 113 million and a market share of 12%.

Zocor (simvastatin) launched by M/s. MSD is on the 3rd position; has a turnover of Rs. 98
million and with 11% market share and 14% growth.

ROSUVASTATIN MARKET
Currently there are 3 brands for Rosuvastatin in the market.
Rolip (Rosuvastatin), launched by Hilton is ranked 18 by the IMS and generated a
turnover of Rs. 10.2 million with a market share of 1%.
Rovista has value of Rs. 9.44 million and having market share of 1%.
Xplended (Rosuvastatin), launched by Pharmevo is ranked 25 by IMS and generated a
turnover of Rs. 7.42 million with a market share of 1%.
21
 SALES ANALYSIS
Jan-Mar
Rovista 2007
Area YTD Ach Yield/TM(000)
KARACHI 1 173 53
KARACHI 2 125 40
HYDERABAD 183 57
SUKKUR 118 28
QUETTA 151 44
SOUTH 163 45
FAISALBAD 81 21
GUJRANWALA 149 17
LAHORE 113 29
MULTAN 105 27
SAHIWAL 176 34
CENTRAL 102 25
RAWALPINDI 157 37
PESHAWER 134 35
SWAT 53 17
NORTH 126 33
Pakistan 130 34

 National achievement of Rovista is marvelous and it is 130% YTD.

 On regional basis, south is on first position with 163% achievement and Rs.
45,000/TM.
 Swat and Faisalabad are the only 2 areas that could not achieve the budget,
colleagues come up with winning spirit.
 Yield/TM of Swat, Faisalabad, Gujranwala and Multan are not above or equal to the
national yield so they must focus to meet the national yield.
 Overall, we all are doing very well for Rovista. We have analyzed and reviewed our
objective for Rovista. Now we all will strive for 7 th rank in IMS instead of 8 th in first year
after the launch.

22
 ROVISTA KINGS

Top Ten TMs of Qtr 4 2006

Rank Name Area
1 Amir Ishtiaq Hyderabad
2 Rao Sanaullah Khan Karachi 1
3 Zulfiqar Ali Wasan Hyderabad
4 Anjum Riaz Rawalpindi
5 Aamir Ali Karachi 1
6 Abdul Mueen Karachi 1
7 Rafeh Ali Karachi 1
Muhammad Nadeem
8 Karachi 1
Ansari
9 Waqar Ahmad Hyderabad
10 Syed Adnan Jamshaid Peshawar

Heartiest congratulations to Amir Ishtiq for maintaining his position in King club. It is
cleared that Karachi 1 has won the game quarter 1 by achieving 50% seats. Keep it up all
Karachi 1 colleagues as you are setting example for rest of hearty 2 team members.
Surprisingly there is no one from Central. Where are you all, come up we are waiting!
Now real challenge is for Hyderabad and Karachi as both are playing hard to get the
maximum no. So be ready to strive more and more towards excellence.
It is our commitment that we all make Rovista pride of Hearty 2.

23
 Promotional Plan

Objectives
QUALITATIVE OBJECTIVES
To establish GETZ as the market leader in cholesterol lowering drugs.
To establish Rovista as the “Universally accepted super statin”.

QUANTITATIVE OBJECTIVES
To achieve the budgets of year 2007.
To attain market share of approximately 3% in first year.
To achieve 7th rank in statin market in first year after launch.

CURRENT SITUATION

Key Fact

• There is a huge potential of Rovista in cholesterol lowering market.

• Rosuvastatin as a molecule is gaining acceptance in the market.
• We should strive to plan and execute quality academic activities for image building
of Rovista

PROMOTIONAL STRATEGY

• Establish Rovista as the most superior statin in terms of both efficacy and safety.
• To convert the prescibers of simvastatins and atorvastatins (except Lipiget) to
Rovista by highlighting superior efficacy and safety.

Product Positioning

“Universally accepted super statin”

COMPREHENSIVE, LONG TERM research program on rosuvastatin.

10 studies have been completed & 11 studies are ongoing.
Studies available show the higher efficacy of rosuvastatin over other statins.

TARGET CUSTUMERS
Cardiologists
Physicians
Diabetologists
A Class GPs

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 PROMOTIONAL PLAN FOR Q4 2007

1. MGMs on Rovista
OBJECTIVE
To establish the superiority of Rovista over other statins by discussing and highlighting the
results of GALAXY program studies in selected audience.

TARGET AUDIENCE
A class GPs, MOs of Cardio and Medical units.

NO. OF DOCTORS
5-7doctors/MGM

SPEAKERS
Will be arranged locally or ASMD

BUDGET ALLOCATION
Rs. 2000/MGM

MGMs SCHEDULE
As discussed with ASMs

South No Central No North No

Karachi 1 10 Lahore 10 Rawalpindi 10
Karachi 2 8 Faisalabad 6 Swat 3
Hyderabad 6 Multan 6 Peshawar 7
Sukkur 4 Sahiwal 4
Quetta 2 Gujranwala 4
Total 30 Total 30 Total 20

Total 80 MGMs are planned in Q3 2007.

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Study Reprint
In Q3, we will discuss STELLAR with our doctors as we have the literature with the title of
STELLAR. We are sending you reprint of this study.

STELLAR stands for Statin Therapies for Elevated Lipid Levels compared Across doses
to Rosuvastatin.

OBJECTIVE:

The objective of this study was to compare the efficacy across dose range of rosuvastatin
with atorvastatin, pravastatin and simvastatin in subjects with primary
hypercholesterolaemia.

RESULTS:
Rosuvastatin 10-40 mg/day reduced LDL cholesterol by 46-55%, compared to 37-51%
with atorvastatin 10-80 mg/day, 28-46% with simvastatin 10-80 mg/day and 20-30% with
pravastatin 10-40 mg/day. So this study help us a lot in establishing the superiority of
Rovista over other statins.

LITERATURE
A 4 page detail aid folder
STELLAR & MERCURY TRIAL

SAMPLES
For 5mg & 10mg
5mg 150cc/TM
10mg 75cc/TM

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Model Detailing Pattern
Rovista Literature Highlighting STELLAR,
MERCURY ll & Safety Studies

Page 1 (Title)

Dear Dr today I will share some information with you about the planet Mercury. Sir
Mercury is the smallest planet in the solar system and is also the closest one to Sun
having distance of 36 million miles. The time which it takes to have a complete circle
around the sun is called one Mercury year and is equal to 88 earth days.
Dr. sb these all planets are the part of galaxy and universe and I have the Statin which is
universally accepted super statin …… Rovista

Page 2

Sir today I will discuss only 2 major studies with you first is the STELLAR STUDY.
i.e. statin therapies for elevated lipid levels compared across doses to rosuvastatin.
In this we have pair wise comparison of Rosuvastatin with Atorvastatin and simvastatin
with same doses i.e. 10mg rosuvastatin with 10mg of Atorvastatin and simvastatin. And
20mg rosuvastatin with 20 of Atorvastatin and simvaststain. Also the same with 40 and
80mg of Rosuvastatin.
Sir results show rosuvastatin is far more superior in reducing LDL Cholesterol across dose
range as compared to other statins.

I would also like to discuss another study MERCURY ll i.e. measuring effective reductions
in cholesterol using rosuvastatin therapy. This is 16 week study which concludes that
patients taking rosuvastatin significantly reduces LDL-C which is far superior than other
statins. This study also shows that those patients who have switced from other statins to
Rosuvaststin have a significant reduction in LDL-C as compared to patients who continue
using Atorvastatin and simvastatin.

Page 3
This page highlights the excellent safety and tolerability of Rosuvastatin. This study
showed that there are negligible chances of myopathy with Rosuvastatin as just 0.20
incidence rate per 1000 year means only 0.2% chances of myopathy in 1000 cases.
This study also highlights that Rosuvastatin maintains renal function well as compared to
the other statins and similarly it is more hepatic safe when compared with other statins.

Page 4(last page)

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Sir the usual starting dose of Rovista is 5 or 10mg and a significant response begins
within 2 weeks time. Once daily dose provides convenience to your patients.

Now I would like to summarize that Rovista is setting new standards, Rovista not only
produces beneficial effects on key lipid parameters across the dose range but also with
excellent tolerability and safety profile.
Rovista is a FDA approved molecule with strong scientific evidence of galaxy program and
is available in an affordable price.
As you know we have Rovista the Universally Accepted Super Statin available in 3
strengths 5, 10 and 20mg. available in 9.90, 17.90 and 28.90 Rs/ tablet respectively
Dr Sb I am confident that keeping in view of the benefits of Rovista you will prescribe
Rovista in patients having dyslipidemias.

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