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Lowprzole marketing
plan 2019
 Marketing Team

Eslam Osama Alia Hassan Bassuony Adel

Executive Med . Rep Senior Med . Rep Area S u pe rv i s o r
1 3 years experience 1 0 years experience 6 years experience
 Executive summary
company profile
Agenda Situational Analysis
Business Aspiration
Marketing Objectives
Marketing Strategy
Tactics & Implementation
Control & KPIs
 Executive summary

VISION MISSION
Ranking Providing
in top 10 pharma companies in high quality product, carrying
2023 in Egypt ,throw delivering innovative solution that rich
innovative pharmaceutical
product to pharmaceutical field
field inEgypt
 Company profile

Nero Pharma i s a medi u m s i z e pharmace utical p r od u c t , ranking 23t h in

pharmaceutical companie s , with 470M s ale s , and 42% market g r o wt h .

NeroPharma ha s 126 Med . Rep . covering 5 s pecial t ie s , with 4 di str ib ut e rs

covering all
Eg y p t.
 Business
Aspiration

Our customers will use Downprazole to

improve patient outcomes by neutralizing gastric acidity
and protect patient
from peptic ulcer, which consider as one of the fast
elevating disease due to
bad life style, rising the standards of GIT medication, and
reducing the burden
in healthcare system
 situational
analysis

Environmental scanning (micro & macro environmental )

BCG & PLC
SWOT & TWOS analysis
Market Analysis
Competitior analysis
 Environmental scanning
MICRO ENVIRONMENT
MACRO ENVIRONMENT
Suppliers
The company doesn't have its own factory so it Economic
has to deal with external factory The
inflation the happend by the end of
Marketing intermediaries 2016
:
The company deal with the 4 biggest distrbuters in
the egyptian
Techonlogy
through all platforms of social
market and well established with Ucp, pharma over seas,Egy drug and ibn sina
media to launch the new technique
Customers : with referal to visit the nearest
doctor .
the company well established with the online CME programs to the
target audience IM &Gp doctors since laucnhing first form of lowparzole
pharmacist to keep them updated
2016 and it is already taking a good share with target audience_The compnay
with ourproducts.
has a strong relationship with ortho and neuropsychiatry customers and with
pharmacies because it has a sales rep of 18 reps takeing
order frompharmacies.
lowprazole tablets &sachets
Market CAGR High lowperazole CAGR High
strength weakness
a unique combination in the Egyptian
We don’t have a promotion team for
market which will provide the fast and
pharmacies and only working with 4
sustained action
specialties.
sales team composed of 18 sales rep
responsible for getting orders from Still don’t have a digital platform to
pharmacies. spread
our messages ,increase our reach.
36 medical reps. Have a successful No strong access to the tender
relationship business or institutions .
with IM & GPs . Weak promotion in Alexandria
need to have our own factory to

SWOT ANALYSIS
4 distributors (UCP, Pharma overseas, ensure the availability of our goods
Ibn Sina and Egydrug). 20 mg and vials are required to
complete theportfolio
34 medical rep can increase share of
voice
as a new technique with ortho
doctors . opportunities
Affordable price 7 sachets 20 l.e.
Huge market with20 % 2016 growth
then 26 %growth and 21 %growth per
2018.
threats PPIs & H2 antagonists are indicated
other generics are registering the same in 118different indication from 10
combination. different specialities
Most of brands aren’t focusing in
Alexandria andUE
 TOW S A N A LY S I S

S/O S/T W/O W/T

•Will always be hurry to
•Using our
the first to tell register new
main resources
(with •Pharmacy c onc entrations
( medical reps )
pharmac ists and
to penetrate new promotion team .
new specialties ). (
specialties through . focus to build
differentiate
new indication • Digitalization relationships
ourselves )
with specified •Updating with AM
•Develop our
messages as messages . accounts and
new digitalized
we have a new campaign to •Give more tender
technique and we business
spread awareness attention to alex
have a and enabling the training to the
strong base with team ( training )
patients pharmacy
ortho & •Focus on sales team to
neuro / psych doctor
be able to
customers experienc e
launch the
Focus with our
sachet form
in upper egypt product to defend 15
emergence of new
with
and Alexandria
competitors.. pharmacies
Market insight
Market insight
Market analysis
TOTAL MARKET PERFORMANCE ANALYSIS

Sales Y2016 Sales Y2017 Sales Y2018

973,916,792 1,153,187,915 1,2876,45,707

Total Market Cager 9.76 %

Market Insight
•PPI market growing with average 20 %
during last 3 year
•Market trends: 1ST PANTOPRAZOL ( CONTROLOC ,
ANTOPRAL AND
ZORCAL ) 33 % MARKET SHARE
•2ND
ESOMEPRAZOLE ( NEXIUM ) 9 % MARKET
SHARE
•3RD
OMEPRAZOLE ( 4 KEY PLAYER CONTRIBUTING
15 . 4 % MARKET SHARE)

•SPECIALITY
MAIN prescribers are :
IM GP PULMONARY ORTHO
LOWPRAZOLE RX
LOWPRAZOLE
RX FOR REGION
 Segmentation Basis
PHYSICIAN PHYSICIAN PATIENT BELIEVES
LOCATION BACKGROUND SPECIALITY POPULATION TREATMENT

gp specialist
all egypt IM Class A +30 ppi trend
KOLs GP Class B 10 to fast and
University stuff
ORTHO 30
consultant in
NEURO/PSYCh long day
governmental
hospitals
protection
HYPRIDE
BELIVES
UPDATES BELIVES PRICE
SEGMENT A SEGMENT B

GP & Ortho IM & CNS all

updated trend price and non delta & upper Egypt
market ppi price sensitive Egypt ..potential
class A & B
A&B
 Targeting
according to market analysis previous so target market
PPI mainly sachet form to take maximum market share
from H2 antagonist market .

Positioning
lowprazole 40 mg and sachet form
unique form 1st in egyptian market
fast and rapid relief with full day protection
high conc from sodium bicarbonates
trendy .
 Positioninig

For peptic ulcer, GERD, and Hyperacidity

patient, lowprazole is
unique
combination that afford fastest relive of symptoms with full day
protection,
because it not only neutralize gastric acidity immediately, but also block release
of gastric HCL during the day
 heart burn and

CUSTOMER
PREORIGINATION
reflux PHARMACY

BUYING
(hyperacidity )

JOURNEY
ORIGINATION

CLINIC
DIAGNOSIS

clinical symptoms
TREATMENT
CHOICE & ultrasound

PPI NEWTREND
BRAND CHOICE

FULFILLMENT LEVERGE POINT

COMPLIANCE
Leverage point andbehavioral
objectives
 Brand choice

Fulfillment
RX FILLED RX SWITCHED OTC
pharmacist 70 % 5% 25 %

non complaint com plaint

Adherence 15% 85 %
 BUYERPERSONA

CUSTOMER :GP CUSTOMER IM CUSTOMER PHARMACIST

:
low resistant D follow market trend D
prefer fast acting and once daily
follow market trends D prefer face- face visit D
products D
prefer face- facevisits D valuable gifts D
price sensitive D
samples D prefer fast acting drug D
sachets as divided doses D
group meetingD prefer to prescribe new tech. D
prefer fastacting products D
price sensitiveD

CUSTOMER :ORTHO CUSTOMER : NEURO/PSYCH

some how resist for trend B Updated with new techniques D

need powerful detailing messages for PPI. D need a lot of face-face message B
need a lot of face- face visit to be on track B need clinical trails D
prefer to attend stand alones . not visited by most of competitors D
Competitor Analysis
 Marketing strategy
powerful message and focus with GP,IM ,ORTHO,CNS mentionong that we are 1st to the egyptian
market with this new tech.
Depending on our relationship with GP ,IM and their trust in lowprazole 40 tab to launch the new form
effectivelly .
professional training for field force about new message and new technique .
Stand alone for GP & IM to launch and introduce the new form with KOLs as 2 waves :
1for delta and alex in north cost 2 for cairo and upper egypt in Hurgada
Mega launch event with special message targeting ortho & CNS customers with the most updated
studies in sharm el shiekh .
Participationin GIT main conferences to present our new technique
AVAs in each General hospital and poly clinics once per quarter at least mainly in UE and Alexandria.
professional training for the sales team to be able to deliver the right message to the pharmacists and
arranging for weekly pharmacy campaigns with line 4 .
special pharmacy programe (Brand gifts ,drop cards ,online courses ,ramadan campaigns)
•Starting from Q2 will go for Digital activities on all social media platforms to spead our unique technique
as the fastest relief ,all day protection from regular heart burns and GERD with one sachet once daily
focusing on the convenient way of use , we will mention that the patient should revise his medical
consultant and all the credit will back to us as we are the only company that has this technique.
quantitave objectives
LOWPERAZOLE RANK 5 INPPI MARKET WITHIN 3 YEARS

WITH 10 %MARKET SHARE FROM TOTAL MARKET & 9%FROM PPI MARKET

3 years plan
KPIs and Control
SALES TEAM FOLLOW UP
SALES REPORT & ACHIVEMENT
IMS FOLLOW UP
VISITS& CALL RATE & KEY MASSAGE DELIVERING
RTD & GROUP MEETING REPORTS 3 \MANTH
ATTENDANCE CUSTOMERS
MARKETING TEAM ATTENDACE FOR EVALUATION & FEEDBACK
PHARMACY ACTIVITIES FOLLOWUP
PHARMACY COMPAIGIN & SALES TEAM
PHARMACY SALES
SALES TEAM REPORT & ORDER FOLLOW UP
STANDLONE REPORTS
ATTENDANCE CUSTOMERS
DIRECT FEEDBACK FROM ATTENDACE (REGULAR EVALUATION SURVEYS )
FOLLOW UP WITH FIELD VISITFROM MARKETING TEAM WITHIN3 MANTHES AFTER
IMS ANALYSIS
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