Marketing plan and Commercialization

SaphvidTM in early detection of Pre- eclampsia

Ms. H. Gwani Ms. S. Jain Ms. V. Varkey Mr. A. Awosusi

Mr. D. Igwe
Mr. P. Waghmare

G7 Diagnostics
Headquarters: United Kingdom Area of expertise: Early detection of Pre- eclampsia Latest product: SaphvidTM Foundations: Strong R&D base in early detection of Pre-eclampsia Filed patent Scope of improvements: Diversification Global expansion
20 December 2012

PURPOSE OF TODAYS MEETING

To outline the companys marketing plans intended not only to ensure sales but also to create an incredible positive perspective of our product on the minds of both our direct customers (obstetricians and midwives) and the endusers(pregnant women) of the technology

20 December 2012

G7 Diagnostics
Mission: To provide innovative point of care diagnostic products for early detection of pre-eclampsia in pregnant women

Vision: To become a global, leading and reliable provider of pre-eclampsia detection diagnostic devices

20 December 2012

Product: SaphvidTM
Strip: SaphvidTM

Intended Use: Early detection of Pre-eclampsia

Device Used: Triage Meter

Need of the hour: No effective diagnostic method available

20 December 2012

TM Saphvid

25 packs

Strip wrapped in foil to keep out moisture

Instruction manual

Agenda: Marketing Plan

Analysis: Market Macro Environment Micro Environment Consumer Analysis Features of SaphvidTM G7 Marketing Strategy Overview: Marketing plan Positioning, Strategies & tactics

Market expansion
Execution & timeline budget Conclusion
20 December 2012

Market analysis:
World Health Report (2005):

Eclampsia causes 12% maternal deaths per year.

National Statistics (UK,2009): Incidence of eclampsia is found to be 4.9/10000 births per year Out of 400/ 730,000 cases of eclampsia per birth

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Market analysis:

Source: http://www.cureresearch.com/p/preeclampsia/stats-country.htm

20 December 2012

Analysis: Macro- Environment

Regulatory laws and legislation for the device

Political Economic Social

Government involvement in the health car

Cost of the product and increasing incidence rate of Pre-eclampsia Lower taxation rate for the R&D companies from 2013

Increasing birth rate Awareness amongst public E-commerce

Technology Environmental Legal

Improvement in automated technology (process improvement)

Policies for environmental friendly process

Patent related work

Analysis: Micro Environment

Threat of new competitors

Tax incentives for R&D (Grant Thornton, 2010) Patents and proprietary knowledge

Competitive rivalry
Increasing research on Preeclampsia
Superior technology (Saphvid )

Threat of substitute products/ services

Trade-off Alternate POC test for Pre-eclampsia

Buyer power
Proven results, superior technology Critical need for an effective diagnosis

Supplier power
Supplier concentration Patent held by supplier

20 December 2012

Competitors:
COMPANY PRODUCT(s)
Roche Diagnostics Point of Care Products POC for acute coronary syndrome (ACS) and deep vein thrombosis/pulmonary embolism (DVT/PE). Point-of-care blood gas systems Pregnancy/Ovulation Sexually Transmitted Diseases (STD) Infectious Disease Respiratory Disease Gastrointestinal Disease Coagulation/Cardiac i-STAT System diagnostic and data management products for rapid blood analysis Ultrasound Doppler systems used to detect fetal heartbeat (Preeclampsia) Triage Test strip for preeclampsia detection.

Inverness Medical Innovations

Abbot Laboratories

Summit Doppler Systems

Alere
20 December 2012

Analysis: Customer
Target customer: General Practitioner Gynecologist Obstetrician Mid wife
Expectations: Precision Accuracy Ease of operation

End User/ Consumer: Pregnant women

Expectations: Time taken Safe and effective

G7 Marketing Strategy

20 December 2012

Overview: Marketing plan

1. Research & recommendations 2. Objective and target audience 3. Strategies & tactics
4. Execution timeline & Budget (Commercialization)

-Value proposition
-Positioning & Key messages

-Public & professional relations -Clinical meetings & publications -Reimbursement, pricing & distribution -Sales promotion, advertising & Internet

A. Research target audience

B. Define clinical utility

C. Assemble clinical advisory board

D. Validation study

Objective and target audience

Value proposition (USP)

Reliability and accuracy Amount of sample: 200L Ease of operation: guided by instruction manual Time taken- quick results: 15 minutes Point of care

20 December 2012

Objective and target audience (positioning)

Product Class of device: Annex II B Physician specialty: Gynecologist, Obstetrician Clinical Utility: early detection of preeclampsia Reimbursement

Price

Manufacturing Cost: GBP 20

Selling price: GBP 40

Place Manufacturer G7 Diagnostic Store NHS- Hospital Central Store Doctors/Midwives Patients (Pregnant Women)

Promotion
Clinical meetings, Women Health Magazines, Clinical Journals, Medical Representatives

Strategies & tactics

Press release (clinical trials of product)

Publication in Journals

Public & professional relations (contacting doctors, explaining the product technology)

Clinical meetings, symposiums

Sales promotion and advertising

Press Release

Market expansion

UK Market:
NHS, NICE

Press Release Facts about pre-eclampsia Prevent premature birth Novel technology

Obstetricians

MR meting the doctors: USP Conference/ workshops Medical Journals Interviewing the specialists

Consumer

Campaign to create awareness about Preeclampsia Articles in Magazines

Influence of Elements
Clinical trials

Press release

NHS NICE

Other doctors
Doctors (specialist)

Clinical journals

G7 Medical representatives

Magazine articles

Pregnant ladies

Campaign awareness Clinical conferences

Mid wives

NHS: National Health Service, NICE: National Institute for Health and Clinical Excellence

Market expansion

International Marketing

International Distributors
Identify Regulations in specific country

Strategic Alliances
Contract Agreement for 20 % of sales

Sales & Marketing

Sales Strength of distributors Contacts

Future Global distribution of SaphvidTM

Specific Diagnostics (P) Ltd (ISO 9001:2000).
A-173, II nd Floor, Shyam Villa, Shubash Nagar, Jaipur 302016 Rajasthan ( INDIA) [email protected]

Synapse Biotech Ltd

Enugu, Enugu state, Nigeria, West Africa [email protected]

Runbio Biotech Co.,Ltd.

Rongsheng Technological Zone,Univ.Rd.Shantou,Guangdong,China Zip Code: 515063

Marketing Gantt Chart: Commercialization

ACTIVITY DURATION Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

Press release Clinical Journal Medical Representatives Clinical Conferences Magazine Articles Camapaigns Awarness NHS Approval

20 25 30 5 25 25 30

Indentify international Distributor30 Regulations Approval Distributor Agreement Distributor Contract 10 30 30 (after approval from international regulatory bodies) (after approval from international regulatory bodies)

MARKETING COSTS
Activity Press release Clinical journals Clinical conference Press conference Campaigns Magazine article Salary Total Budget GBP 300 200 9300 6000 17000 200 120,000 153,000

Conclusion:
Analysis of the environment has led G7 Diagnostics to: Identify target customers Build a robust marketing plan based on competent strengths Market expansion Associated marketing cost

20 December 2012

THANK YOU!