LAUNCH STRATEGY FOR PHIKSITALL

Manish Kishor Waykole

Prasad Vilas Bankar
Mahesh Yuvaraj Patil

BMW
VNIT, Nagpur
For ZS Associates Campus
Embrace Program

Visvesvaraya National Institute of

Technology, Nagpur

We started with a
challenge!
The reputed
pharmaceutic
al company
Triex has
been
preparing to
launch a
product in US
market in
diabetes
treatment

The drug has

similar side
effects profile
as the market
leader
Dermitol but
more efficacy

Expanding
Optimizing
the city
the calls for
based model
maximizing
to national
ROI along
level;
with
Identifying
sustaining of
the factors
growth over
playing an
the initial
important
launch period
role in this
of
expansion
approximatel
and proper
y two years
measures

And ended up in the shoes of

sales representative!

I need to know my shoe better

Needs
Successful launch
of any product is
necessary
necessary
because it
defines the future
growth of the
product
The
The market
market lost
lost
in the initial
phases of launch
can never be
recovered

Constraint
s

Defined metrics for

proper classification of
the
the groups
groups
Appropriate sizing of
groups for efficient
utilization of sales
force
Form
Form groups
groups which
which are
are
homogenous in
behavior and attitude

Target
s

Maximizing trial
and uptake post
launch
launch
Increase the
efficiency of the
sales team for
greater output
Emerging
Emerging as
as an
an
established top
player among
the branded
drugs in a span
of
of 2
2 years
years
Optimizing the
number of visits
for increasing
the business
potential
potential

Initial
Action

Segmentation of the
groups
groups in
in the
the following
following
way
Group A: - ENDO
Group B: - PCP (LH,
LL,LM, MH, MM)
Group C: -Internal
Medicine
Group D: Others+PA+NP+CARD
Group E: - PCP (HH,
HM,
HM, HL,
HL, ML)
ML)
1st L,M,H stands for
avg. cost to phiksitall
patients being Low,
Medium, High
respectively, while
second stands for
avg. cost to Dermitol
patients

Why and which groups?!

1. Targeted communications
2. Resource prioritization
3. Focused strategy

Number of HCP's

Sales Volume
E; $4,952.22
D; $4,176.83

16%

21%

A; $17,632.50

24%

17%

B; $9,051.95

C; $6,692.33

20%

And Who all in what all?

A

B
PCP&MM; 25%

PCP≪ 38%
PCP&MH; 17% PCP&LH; 8%
PCP&LM; 13%
Endo; 100%

Endo

PCP&LL

PCP&LH

PCP&MH

PCP&MM

PCP&LM

pcp&hh; 10%
pcp&ml; 30%

OTHER; 29%

CARD; 29%

pcp&hm; 40%

pcp&hl; 20%

NP; 24%
PA; 19%

IM; 100%

IM

pcp&hh

pcp&hm

pcp&hl

pcp&ml

CARD

NP

PA

OTHER

How would I decide the

importance of each segment
(a.k.a. K in the profit equation)?
I asked my buddy he said determine the percentages of each attribute of
the segment and use QFD(quality function deployment) to determine the
best.
Early
Determining K
using QFD
Matrix using
percentage of The final
values
answer

adopter
s
(assigne
d
KOL/Influ Major
importa encers(7 Hospital LM,LH,M LL.MM, ML,HL,H
nce=9)
)
(3)
H (10)
HH (4)
M (1)

14.250 5.063 3.500 1.500 2.500 1.250 0.438

8.958 1.125 0.583 1.000 3.750 2.500 0.000

6.529 0.529 0.412 0.353 3.529 1.412 0.294

6.333 0.857 0.333 1.143 2.381 1.143 0.476

2.650 0.000 0.000 1.350 0.000 0.400 0.900

Segment summary:
Segment

Description

# of Doctors

% total
sales

Priority

Objective

Endo

16

41.48%

1, 2, 4

PCP(LM,LH,MH,L
L,MM)

24
(9+2+3+4+6)

21.30%

2, 4

IM

17

9.83%

2, 3

CARD+NP+PA+
OTHER

21
(6+5+4+6)

11.65%

3, 4

PCP(HL,HM,ML,
HH)

20

15.74%

2, 4

Objective
1. Quick penetration of market sales
2. Increase in market sales volume
3. Advertisement of the drug
4. Major Hospital tie-ups

The real Call Planning!

The following key metrics were used for call planning:

KOLs, early adopters, avg. cost compared to Dermitol

No target can get more than 10 visits in a quarter

with 80 visits in a quarter
No calls be made to pediatrician
Call frequency for a sales representative is 5.0
visits/day
No target can get more than 10 visits in a quarter
The profit per visit is determined from the given
empirical relationship and visit is planned in order to
have maximum profit during each of the visit

Raw data analysis for call planning:

Weight
Weight loss
loss along
along with
with
metformin
metformin
Superior
Superior results
results

Avg. cost to patient

is low
Superior results

Avg.
Avg. cost
cost to
to patient
patient is
is low
low
Weight
Weight loss
loss along
along with
with
metformin
metformin
Superior
Superior results
results

Messagi
ng
etiquette

Safe for working people

Avg. cost to patient
Superior results

Safe for working

people
Superior results

Assessment of call plan:

Phiksitall Profit : 1st QUARTER

A
B
C

Doctor Visits : 1st Quarter

10
9

1
0

History repeats itself, but with

different strategy
Raw Data
Key attributes for
segmentation

Accepted
the
product

Positive
response

Yet to be
contacted

Excel dashboard for

statistics on each
segment
1. Sales
Volume

2. KOL

3. Early
adopters

Plan calls for optimizing the

profit

4. Avg.
cost to
patients

And in came the next assignment

Some problems thought beforehand

To launch a second product

Key call plan management requirements:

Pricing of the product relative to other competitors
Market sizing for the product to estimate the sales

force
Patient profiles
Treatment pathways to understand
Prescription makers profiles to determine
marketing KPIs
KOLs among the prescription makers and the payer
decision makers
Geographical demographics or data of location,
of payer decision makers

DATA Flow diagram for you

my friend

Dashboard for sales

reviews:
R
R

Data
Data source
source file
file 4
4

Data
Data source
source file
file 2
2

Data
Data source
source file
file 5
5

Data
Data source
source file
file 1,
1,
4
4

Data
Data source
source file
file 3
3

Data
Data source
source file
file 4
4

Reference: Data source file mentioned in appendix Data Source

Inventory List

THANK YOU!