ap q2 2014

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ALPHA-3

ACTION PLAN Q2 - 2014

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Nexum Promo Plan Q2-2014

Promo Material APRIL MAY JUNE

Nexum 40 4 page Folder 100 100 100

Nexum 40 mg Samples 225/ TM 225/ TM 225/ TM

Nexum 40 mg Samples 50/ASM 50/ASM 50/ASM

Nexum Diet charts - 40/TM 20/TM

Give away - - 25/ ASM

Zavget Promo Plan Q2-2014

Zavget 4 page Folder 75/ TM 75/ TM 75/ TM

Zavget / Cinita Rx pads 25 / TM 25 / TM

Zavget Samples 45/ TM 45/ TM 45 / TM

Cinita Promo Plan Q2-2014

Cinita 4 page Folder 75/ TM 75/ TM 75/ TM

Cinita Samples 55/TM 55/TM 55/TM

Cinita / Zavget RX pads 25 / TM - 25 / TM

Lilac Promo Plan Q2-2014

Lilac 4 page Folder 75/TM 75/TM 75/TM

Lilac Samples 45/TM (45/TM to

ASM) 45/TM (45/TM to

ASM) 45/TM (45/TM to

ASM)

Lilac Booklet 50 / TM - -

Lilac Posters - - 30 / TM

Gabix Promo Plan Q2-2014

Gabix Rx Pads 50 / TM

Samples 100mg 45/ TM 45/ TM 45/ TM

Samples 300mg 25/ TM 25 / TM 25 / TM

Cytopan Promo Plan Q2-2014

Cytopan Drop card 100 / TM 100 / TM 100 / TM

Cytopan 50 mg Samples 80/ TM 80/ TM 80/ TM

Cytopan 75 mg Samples 50/TM 50/TM 50/TM

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Amclav Promo Plan Q2-2014

Amclav 4 Page Folder 100 / TM 100 / TM 100 / TM

Amclav Dentist & Derma drop card 50 / TM 50 / TM 50 / TM

AMCLAV DROPS 10 / TM 10 / TM 10 / TM

ACV-TAB-375 125/TM 125/TM 125/TM

ACV-TAB-625 210 /TM 210 /TM 210 /TM

ACV-TAB-1GM 20/TM 20/TM 20/TM

ACV-SUS-156 90/TM 90/TM 90/TM



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Sales Analysis

Area

YTD VALUE -2014

% ACH % GOLY

SOUTH

KHI1 96 17

KHI2 120 45

KHI3 107 25

HYD1 95 12

MPK1 102 37

TBT1 59 -4

LRK1 101 19

NWS1 70 -7

SKR1 102 38

Total Qty 102 25

WEST

BWP1 99 18

MTN1 88 22

DGK1 101 36

SWL1 90 21

Total Qty 93 22

EAST

FSD1 92 13

LHR1 102 25

LHR2 103 30

GRW1 101 28

SGD1 92 9

Total Qty 99 22

NORTH

RWP1 95 8

RWP2 107 26

PSR1 135 69

GLT1 71 -20

QTA1 87 4

SWT1 86 26

ABT1 111 37

BNU1 89 30

MDN1 103 22

Total Qty 102 24

Grand Total (Qty) 100 24

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Promotional Strategy for QTR 2, 2014

QUALITATIVE OBJECTIVES

To establish Nexum as a superior molecule with excellent efficacy in comparison to H2

receptor antagonists & all other PPIs and enhance the scientific image of Nexum as “A POEWRFUL EVOLUTION IN PPI”.

QUANTITATIVE OBJECTIVES

To maintain No. 1 position in the Esomeprazole market and strive hard to achieve the No. 2 position in overall anti-ulcerant market by maintaining 2 Ka 2 objective in 2nd quarter 2014.

POSITIONING STATEMENT “Nexum – A Powerful Evolution in the PPIs indicated for the treatment of GERD & Acid Related

Disorders”.

SLOGAN: Healing well

Feeling good

PROMOTIONAL TACTICS:

Assessment Tools:

Pre call planning and post call assessment

Identify the key competitors by the help of chemist call.

Ask the chemist not only about Esso & Eskem but also about different PPIs like ruling & Zanatc also

Pre call planning & Post call analysis always helps to analyze the situation and to assess the gaps for better future planning.

Objective for 2014 Proper Chemist Call as per the protocol. Let`s pledge to

implement this effectively in field.

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Addition of new customers and retaining the old customers is necessary to

maintain your sales.

SALES ANALYZER DATA

Sales analyzer is a very effective tool and contains

important data that must be followed and kept with all

territory managers to perform their daily planning. The details

of the analyzer should be noted on daily call plan jotter as this

will help you in identifying the current prescription status of

that particular area or brick you are working on that day.

Target Audience

Who has the patient and pen, is the prescriber of Nexum

GP’s, MOs, RMO’s, PG’s & House officers

Phy, Medical Specialists, Gastroenterologists

Surgeons, Chest Specialists, Ortho, Neuro, Psych & GYN

APRIL:

Nexum 40 samples for Endoscopy

Each ASM will receive the 50 additional samples for starter packs for those patients who are undergoing endoscopy procedures.

Use these starters at potential endoscopy units

1) NEXUM JOURNAL CLUB:

2/ ASM

Budget/ Activity 1000 Rs.

Journal club is the in house activity of Medical & Surgical wards of all Teaching

institutes. (Hospitals approved for FCPS or FRCP Training). In this activity PG present

any article or study from the recent publish issue of international journal i-e

Hepatology, NEJM, GUT etc. This is a monthly activity of the ward.

We will Put Nexum Table there & serve the Fruit yogurt or Wheatable Fiber biscuits

& Tea.

First take the permission & Feedback from Admin RMO or S.R. about such activity in

ward.

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ASK date, Time, topic & presenter name

Never forget to take the permission from authorities of ward

Never forget to submit your PLAN with monthly tour plan.

1) “BEAT THE HEAT OF HEART BURN WITH NEXUM 40” WEEK 14TH -19TH APRIL, 2014

We will celebrate “Beat the heat of Heart burn” in the month of April.

Walls mango ice cream cup will be offered to doctor before call starting. while offering the ice cream say “ beat the Heat of Heart burn with Nexum 40”

Doctor starts enjoying the ice cream/ apple juice specifically discussed the page no.3 only that how early Nexum makes heart burn free (2nd Study) & longer period free (1st study). See detailing guidelines.

30 GP’s/TM

2) NEXUM/AMCLAV KARAHEE ACTIVITY:

Require the prior approval.

3) NEXUM CAMPS

2/ TM/Month

Budget 200/ activity

1 camp at A class GP & 1 Camp at Hepatitis/ Gastro OPD

o Choose the customer for camps based on the number of patients. A customer having more

number of patients will give you more benefit.

o Plan the camp with effective time management to prevent the loss of other potential calls.

o Use the physician samples effectively.

It must be noted that no soft small box activities will be charged under the head of camps.

Strictly follow the no. of camps and budget allocated for the camps

MAY:

1) Nexum 40 samples for Endoscopy



2) “WORLD DIGESTIVE HEALTH DAY ” 25TH MAY- 30TH MAY, 2014

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We will celebrate “World Digestive Health Day on Nexum” in the month of May, 2014.

GP focus activity

Posters and newsletter will be distributed

Healthy refreshment activity for GP,s

Details will be communicated later

3) Nexum Digestive Questionnaire Mounting

Mounting size Acrylic Questionnaire with doctor’s photo & message

This would be placed at patients waiting area of Gastroenterologists

We will be doing this activity in May with WDHD

50 brochures will be provided to each mounting.

4) NEXUM CAMPS

2/ TM/Month



o Choose the customer for camps based on the number of patients. A customer having more number of patients will give you more benefit.

o Plan the camp with effective time management to prevent the loss of other potential calls.

o Use the physician samples effectively. It must be noted that no soft small box activities will be charged under the head of camps.


JUNE:

2) Nexum 40 samples for Endoscopy



3) NEXUM JOURNAL CLUB:

No. of Activities: 2/ ASM in May & June

Budget/ Activity 1000 Rs.

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Journal club is the in house activity of Medical & Surgical wards of all Teaching institutes. (Hospitals approved for FCPS or FRCP Training). In this activity PG present any article or study from the recent publish issue of international journal i-e Hepatology, NEJM, GUT etc. This is a monthly activity of the ward.

We will Put our Nexum Table there & serve the Fruit yogurt or Wheatable biscuits & Tea / yogurt Ice cream.

First take the permission & feed-back from Admin RMO or SR about such activity in ward.

ASK date, Time, topic & presenter name

Never forget to take the permission from authorities of ward

Never forget to submit your PLAN with you FV plan

4) NEXUM REFRESHING WEEK 16TH – 21ST JUNE, 2014

We will celebrate “Nexum Refreshing week” in the month of June.

Freshmint will be offered to doctor before detailing starts & he will tell to the doctor that “It’s Time to Refresh, Nexum”. Only page no. 2 from literature will be discus that, How Nexum is superior to H2 receptor & all other PPI’s by discussing the metabolism and mode of action & its advantages. See detailing rebuttal.

Nexum/Amclav pouch will be given 30 doctors/TM

5) NEXUM CAMPS

2/ TM/Month



o Choose the customer for camps based on the number of patients. A customer having more number of patients will give you more benefit.

o Plan the camp with effective time management to prevent the loss of other potential calls. o Use the physician samples effectively.

It must be noted that no soft small box activities will be charged under the head of camps.


6) Nexum MGMs

Allocation: 2/ ASMs

Target audience will be GP’s & ER/ OPD RMO’s of private Hospitals

GERD/ Heart burn will be the topic

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Presenter will be local senior consultant ( Gastroenterologists / Phys)

Max 6 Dr’s will participate in which 3 should be GP.

Cost of per /person 500 Rs

Presentation will be on Laptop, no multimedia will be used.

Detail about Pepsin

Pepsin is the principal proteolytic enzyme of gastric juice. Its inactive precursor form,

pepsinogen, is produced in stomach mucosa by chief cell. It acts to breakdown

proteins in the foo. Pepsin is synthesized in an inactive form by the stomach lining;

hydrochloric acid, also produced by the gastric mucosa, is necessary to convert the

inactive enzyme and to maintain the optimum acidity ( p H 1–3) for pepsin

function.The activity of pepsin in the gastric juice is pH dependent. When the pH value

is below 4, increased acid and pepsin activity can cause damage to the esophageal

mucosa and trigger symptoms. Consequently, there is a clear relationship between

intragastric pH, intraesophageal pH and healing of esophagitis. The proportion of

patients in whom esophagitis is healed is directly related to the duration for which the

intragastric pH is maintained above 4 over the 24-hour period. Similarly, the frequency

of heartburn and acid regurgitation has been shown to be proportional to the

percentage of time that the esophageal pH is below 4.

Furthermore, it is important to remember that acid, plus pepsin at a pH below 4, is not

only the cause of endoscopically visible esophagitis - it is also responsible for the

microscopic damage that can cause heartburn, the predominant symptom of GERD, in

the absence of esophagitis.

Effective control of the intragastric pH above 4 is, therefore, a critical threshold for

effective management of GERD symptoms and healing of underlying esophagitis.

(The first-pass metabolism is a phenomenon of drug metabolism whereby the

concentration of a drug is greatly reduced before it reaches the systemic circulation)

(Systemic clearance: The overall clearance of drug from the body, represented by the

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MODE & ELEMENTS OF CAMPAIGN:

Detail Aid Brochure: 4 pages folder 100/TM /Month

Detailing Guidelines Nexum 4 page folderPage 1

Present the folder to the doctor and say

o “Doctor, as you know that acid reflux is the main problem in GERD causing severe disruption

in patient`s quality of life but I have a solution for such patients that is Nexum which is a

“Powerful Evolution in PPIs” which heals well and make patients feel good.

o Continue to the 2nd page with this bridging statement

Page 2

o Dr. Sb PEPSIN is an enzyme that plays the main role in heartburn and acid reflux leading to

GERD symptoms. If the gastric pH is below 4 the pepsin has maximum activity. If the pH is

raised above 4 than the pepsin activity decreases rapidly. For these patients suffering from

acid reflux

Continue to the lower part of the page 2 and say

Dr. Sb as you know that

sum of all organ clearance)

Note: The above mentioned explanations of terms are only for your knowledge so that

if any doctor asked you about these you can discuss based on this detail.

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Features: a) The first pass metabolism of Nexum is less and b) the systemic clearance is also

decreased. c) As a result more Nexum active drug reached at the site of action that is Proton

Pumps & inhibits maximum proton pumps.

Highlight the Benefit: These result in

Page 3

o Feature: The standard dose of Nexum 40 mg once daily controls the intra-gastric pH

above 4 in patients with GERD for 16.8 hours during the 24-hour period compared

with only 10.5 hours with Omeprazole, 20 mg once daily.

o Highlight the benefit: This increased acid control with Nexum over omeprazole has

been shown to result in greater healing of reflux esophagitis and control of GERD

symptoms.

Point to the graph in lower part of page 3

o Feature: as mentioned by this study published in American Journal of

Gastroenterology Esomeprazole (Nexum) provides superior healing of Reflux

Esophagitis at 4 & 8 weeks when compared with Omeprazole.

o Highlight the benefit: Nexum 40 mg is more effective in making patients heartburn

free when compared with Omeprazole.

Page 4

Kindly note that on last page we have added a few bold points. These will help you in focusing

the major benefits for Nexum. Kindly mention these points to doctors and finally highlight the

dosage schedule & indications for Nexum. Close your call with strong commitment for

prescription.

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Sales Review CINITA

Area

YTD Ach -2014

% ACH % GOLY

SOUTH

KHI1 71 -36

KHI2 101 -4

KHI3 110 48

HYD1 87 -7

MPK1 71 -46

TBT1 36 -51

LRK1 77 1

NWS1 72 -36

SKR1 119 23

Total Qty 91 -6

WEST

BWP1 103 8

MTN1 106 38

DGK1 88 29

SWL1 104 25

Total Qty 102 19

EAST

FSD1 84 -15

LHR1 101 25

LHR2 106 68

GRW1 129 136

SGD1 104 -5

Total Qty 104 29

NORTH

RWP1 85 3

RWP2 105 16

PSR1 175 168

GLT1 34 -9

QTA1 97 36

SWT1 58 -29

ABT1 140 53

BNU1 95 19

MDN1 97 -14

Total Qty 109 32

Grand Total (Qty) 102 18

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Qualitative objectives

To establish Cinita as first line treatment choice for functional gastrointestinal disorders like Functional Dyspepsia, GERD, delayed gastric emptying particularly in Diabetic Gastroparesis

To develop a pool of key opinion leaders for Cinita and utilizing their experience to educate other doctors

Quantitative Objective:

To achieve and exceed the sales target for the year of 2014

Positioning

Positioning Statement:

Cinita is preferred treatment choice for functional gastrointestinal disorders like Functional Dyspepsia, GERD, delayed gastric emptying particularly in Diabetic Gastroparesis

Theme

Key Selling Messages

Features Benefits

Unique Triple mode of action Relief from symptoms in GERD & Functional Dyspepsia

Dual Mode of Metabolism Minimum risk of drug interactions

Cardiac Safety No risk of cardiac side effects

Target Audience

Physicians

Gastroenterologists

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Diabetologists

A Class General Practitioners

Other GPs

Target Competitors

Motilium

Ganaton

Ipride

Prescribers of Cidine Target Indications

Gastro esophageal reflux Disease

Functional Gastrointestinal Motility Disorders

Functional Dyspepsia

Delayed gastric emptying with special focus on Diabetic Gastroparesis

Promotional Plan

Prescription Pad with…… 50/ TM in April

DETAILING GUIDELINES – 4 PAGE FOLDER

Front page:

Dear Dr. as you know that symptoms of dyspepsia like abdominal bloating, early satiety &

abdominal fullness all creates trouble for the patients affecting their daily routine. For these

patients I am offering Cinita which is Cinitapride – the next generation prokinetic helps patient`s

life move on without barrier against these symptoms.

Page 2:

Dr. Sb Cinita which is Cinitapride is a prokinetic drug have unique triple mode of action

Firstly CINITA blocks 5-HT2 at pre-synaptic level to ensure the availability of serotonin in the synapse. Serotonin is required to stimulate 5-HT4 at post-synaptic level.

Secondly CINITA itself stimulates 5-HT4 at post-synaptic level to generate the impulse to

release Acetyl-choline and nitric oxide & vasoactive intestinal peptides responsible for intestinal peristalsis

Thirdly, CINITA blocks post-synaptic D2 receptors to further add up Acetyl-choline for

enhanced motility

Page 3:

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Dr. Sb as mentioned in the graphs on this page Cinita which contains cinitapride is safe &

effective in improving gastric emptying and other symptoms like abdominal fullness, early

staiety, abdominal distension and nausea in patients with dyspepsia.

Page 4:

Cinitapride has dual metabolism involving Cytochrome 3A4 and Cytochrome CYP2C8 resulting in minimum risk of drug interactions. So Dr. Sb with all the details I have mentioned in the previous discussion CINITA is a safe drug with

Unique triple mode of action providing relief from symptoms of GERD and Functional Dyspepsia,

having dual mode of metabolism with less chances of drug interactions and

Is cardiac safe. Dr. Sb you can safely prescribe CINITA in your patients with Functional gastrointestinal motility disorders like Functional Dyspepsia and delayed gastric emptying seen in patients having Diabetic Gastroparesis and also in GERD. DO NOT FORGET TO MENTION THAT DOSE IS

I TABLET OF CINITA 3 TIMES A DAY 15 MINUTES BEFORE MEAL

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LILAC SALES REVIEW

Area

YTD Ach -2014

% ACH % GOLY

SOUTH

KHI1 176 -19

KHI2 164 20

KHI3 169 16

HYD1 119 -22

MPK1 149 53

TBT1 151 57

LRK1 229 7

NWS1 127 32

SKR1 143 -6

Total Qty 161 -1

WEST

BWP1 273 127

MTN1 81 -71

DGK1 112 20

SWL1 100 4

Total Qty 144 -4

EAST

FSD1 109 -24

LHR1 103 -42

LHR2 319 114

GRW1 100 -36

SGD1 205 106

Total Qty 155 5

NORTH

RWP1 144 -34

RWP2 106 -7

PSR1 253 86

GLT1 87 -10

QTA1 144 -2

SWT1 99 10

ABT1 222 -40

BNU1 200 -16

MDN1 98 -43

Total Qty 142 -15

Grand Total (Qty) 151 -4

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Theme

“Feel light with Natural Choice” Strategic competitors

1. Duphalac [Solvay(Abbott)] 27% growth

Target Audience 1. GPs

2. Gastroenterologists / Physicians

3. Registrar, MOs of Medicine and Surgical Wards

4. Gynecologists

5. Pediatricians

Key Selling Points 1. Lilac is the best way to manage PSE

2. Lilac is safe in pregnancy

3. Lilac is safe before and after surgery for constipated patients

4. Lilac can safely be given in cardiac patients

5. Lilac is safe for all age groups

Marketing Objectives: Quantitative Objectives: Snatch market share from Duphalac.

Quantitative Objectives: To achieve and surpass the targets of QTR 2. Positioning

“First choice for treating Constipation and PSE because of superior safety profile and effectiveness.”

Target Indications

Chronic constipation

Portal Systemic Encephalopathy Q2 Promotional Mix

Our theme for 2014 is “Feel light with natural choice”. In Q2, we will discuss “Things relieve the constipation”.

APRIL Promotional Plan

4 page folder

Samples (donations for Medicine/Gastro/SURG/Gynae wards)

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May

Promotional Plan

4 page folder

Samples (donations for Medicine/Gastro/SURG/Gynae wards) Constipation Awareness Booklets 20/TM

An awareness booklet with stand in Urdu about the constipation, causes, complications & management with diet & life style modifications will be available.

A class GP’s & Consultants will be focused 50/TM

June Promotional Plan

4 page folder

Samples (donations for Medicine/Gastro/SURG/Gynae wards)

Awareness Posters 30/TM Awareness Posters 30/TM

An awareness poster in Urdu about the constipation and its causes & complications, we

will paste these posters in GP’s clinic only.

LILAC DETAILING GUIDELINES Detailing of DAB should be done on the basis of the customer category being dealt with, so as to maximize the benefit of the call-time. We may focus each page on each call but not to forget, highlights the benefits / key selling points in every call mentioned below.

Title Page Doctor, Feel light with natural choice for your patients suffering in constipation. Here, I would

like to share with you the interesting information, wheat bran is recommended as the natural

choice for treating digestive problems like constipation, hemorrhoids, chronic diarrhea etc. one

table spoon of wheat bran contains 1.6 gm of fiber and daily recommendations of dietary fiber is

20 to 35 gm’s.

Sir, Lilac is the natural choice for your patients suffering from Constipation and Hepatic Encephalopathy. Page 2 Doctor! As you know, chronic constipation will result in severe consequences like:

Hemorrhoids

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Anal fissures

Rectal prolapse

Fecal impaction In order to avoid such severe problems you must need a reliable medication such as Lilac. Lilac provides multiple benefits simultaneously i.e.

As laxative osmotic: to treat constipation

As ammonia binding agent: to treat hepatic encephalopathy

As prebiotic: to increase the growth of health promoting bacteria in gastrointestinal tract such as Bifidobacteria and Lactobacilli. At the same time inhibits the pathogenic bacteria as well such as Salmonella

Page 3 Lilac provides safe and effective solution to avoid constipation because Lilac increases:

Osmotic pressure in large intestine

Volume of bowel

Propulsive motility This results in increase frequency of colonic transit time and facilitates in evacuation of feces in people with constipation. At the same time, Lilac increase Biomass of carbohydrate as energy source for beneficial bacteria and works like a prebiotic. Page 4 Sir Lilac is a reliable product for Constipation and Hepatic Encephalopathy because:

Lilac is highly effective and safe as treating constipation during pregnancy because Lilac

do not significantly absorb in small intestine and hence do not make any harmful effect

on fetus

Due to the same fact Lilac is also very effective and safe in children

Lilac is the first line drug of choice for treating Hepatic Encephalopathy

Lilac offers number of benefits to your patients like:

Lilac offers simple oral treatment option enhance patients’ compliance

Lilac has no systemic absorption, provides safe option for children and pregnant women

Lilac has no side effects means high tolerability

Lilac proves to be non-habit forming medication.

Lilac has no toxic effects in body, safe to use in patients having co-morbidities.

Lilac shows no drug interaction with other medication

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Lilac provides a reliable option for long term therapy

Dr. Sahib, with these benefits and advantages I’m sure you will prescribe Lilac to your next coming constipated Patient

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SALES ACHIEVEMENT

SUSPENSIONS & DROPS YTD FEB

DROPS SUS - 156 SUS- DS 312 SUS PLUS 457

% ACH %

GOLY % ACH % GOLY % ACH % GOLY % ACH % GOLY

SOUTH

KHI1 65 -46 100 -30 92 0 96 4

KHI2 113 30 92 -3 73 -26 77 -24

KHI3 177 89 96 -9 42 -26 130 17

HYD1 166 41 56 -47 83 -40 78 -7

MPK1 82 3 61 -40 51 -41 88 -28

TBT1 32 -73 46 -55 55 -42 60 -73

LRK1 33 53 54 -80 55 -24 63 -15

NWS1 86 31 61 -27 60 -21 92 140

SKR1 126 49 75 -1 65 -2 70 -2

Total Qty 91 16 74 -31 61 -23 84 -5

WEST

BWP1 60 -59 97 14 87 46 150 19

MTN1 94 20 122 64 79 46 174 242

DGK1 49 -51 137 51 109 80 269 524

SWL1 111 -1 97 34 82 67 105 16

Total Qty 79 -31 106 41 86 66 153 95

EAST

FSD1 103 120 86 33 69 64 163 276

LHR1 186 134 112 21 95 18 121 53

LHR2 131 24 114 86 101 54 82 -13

GRW1 79 4 104 26 89 -3 104 30

SGD1 12 -91 112 34 97 32 160 58

Total Qty 90 9 102 46 89 25 120 50

NORTH

RWP1 137 87 118 24 126 57 176 90

RWP2 84 -35 128 39 162 45 128 63

PSR1 98 81 116 37 101 16 162 130

GLT1 171 141 124 62 176 42 90 557

QTA1 66 -2 72 -20 88 -3 91 37

SWT1 45 -50 89 -22 99 7 83 2

ABT1 43 -55 81 42 76 11 134 71

BNU1 155 -12 133 57 142 90 194 125

MDN1 121 -17 111 30 119 52 162 84

Total Qty 102 7 107 29 111 38 135 71 Grand Total (Qty) 92 3 95 7 87 17 123 52

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TABLETS

TAB 375 MG TAB 625 MG TAB 1 GM

% ACH % GOLY % ACH % GOLY % ACH % GOLY

SOUTH

KHI1 62 -7 95 -24 104 13

KHI2 56 -17 101 3 100 -9

KHI3 59 -30 89 -9 88 28

HYD1 71 -30 72 -18 83 -13

MPK1 52 -14 88 18 113 188

TBT1 27 -42 55 -40 78 -45

LRK1 51 130 88 45 96 122

NWS1 41 -32 79 17 86 33

SKR1 61 47 94 65 118 163

Total Qty 56 -14 88 -2 98 30

WEST

BWP1 81 -17 123 62 96 20

MTN1 92 31 98 38 115 78

DGK1 127 83 126 81 88 18

SWL1 68 -1 70 -8 76 18

Total Qty 84 9 101 37 90 29

EAST

FSD1 87 88 77 40 75 31

LHR1 119 41 97 42 136 82

LHR2 91 15 55 2 61 17

GRW1 65 -4 88 9 89 4

SGD1 103 41 116 60 94 94

Total Qty 93 32 86 28 94 39

NORTH

RWP1 119 75 194 162 148 100

RWP2 139 65 131 54 112 72

PSR1 95 5 176 166 179 177

GLT1 125 92 88 19 37 -49

QTA1 71 -19 98 43 100 20

SWT1 61 -18 83 -2 97 60

ABT1 72 -39 105 44 104 66

BNU1 98 53 117 116 119 112

MDN1 98 11 137 72 163 125

Total Qty 91 8 132 81 135 100

Grand Total (Qty) 75 2 109 42 113 65

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MARKETING OBJECTIVES

Qualitative objectives

• To establish Amclav as an effective antibiotic for treating all types of infections

• To establish Amclav as a quality brand with efficacy similar to the brand leader.

Quantitative Objective:

To achieve and exceed the sales target for the first year of launch

Positioning

Positioning Statement:

Highly effective, safe, broad spectrum antibiotic as the first line drug of choice for the treatment of diseases caused by common community-acquired pathogens

Theme

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Key Selling Messages

Target Audience

Every practicing doctor has the potential to prescribe Amclav.

A Class General Practitioners

Physicians

Surgeons

Pediatricians

Dentist

Gynecology

Dermatologists

B Class GPs

Emergency ward CMO/RMO

Target Indications

AMCLAV® (amoxicillin : clavulanic acid) is indicated for the treatment of the

following infections when caused by AMCLAV®-susceptible strains of the designated

bacteria:

Upper Respiratory Tract Infections when caused by β-lactamase producing strains

of S. aureus.

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Sinusitis when caused by β -lactamase producing strains of H. influenzae or

Moraxella (Branhamella) catarrhalis.

Otitis Media when caused by β-lactamase producing strains of H. influenzae or

Moraxella (Branhamella) catarrhalis.

Lower Respiratory Tract Infections when caused by β-lactamase producing strains

of H. influenzae, K. pneumoniae, S. aureus or Moraxella (Branhamella) catarrhalis.

Skin and Soft Tissue Infections when caused by β-lactamase producing strains of S.

aureus.

Urinary Tract Infections when caused by β-lactamase producing strains of E. coli, P.

mirabilis or Klebsiella species.

Promotional Plan

The activities of 2nd quarter are mentioned below

APRIL:

1. NEXUM / AMCLAV KARAHEE ACTIVITY

On prior approval in selected regions

Focus customers will be GPs / RMOs / MOs

No of doctors will be 5- 8

Allocated budget will be Rs. 500/- per person

2. AMCLAV PRESENTATIONS

SMs will give 3-4 presentations on Amclav

GPs practicing in peripheries will be focus customers to enhance prescription

level

No of doctors will be 8-10


May:

1. AMCLAV PRESENTATIONS

SMs will give 3-4 presentations on Amclav

GPs practicing in peripheries will be focus customers to enhance prescription

level

No of doctors will be 8-10


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2. AMCLAV / NEXUM DOUBLE DELIGHT

Cadbury Fruit & Nut (47gm) and Soft Mint pouch will be presented to doctor in

Amclav / Nexum bag

20 activities per TM

Allocated budget will be Rs. 65/- per activity

June:

1. AMCLAV / NEXUM DOUBLE DELIGHT

Cadbury Fruit & Nut (47gm) and Soft Mint pouch will be presented to doctor in

Amclav / Nexum bag

20 activities per TM

Allocated budget will be Rs. 75/- per activity

2. Amclav Prescription Pads

25/TM

Detailing Guidelines for Amclav 8 Page Folder

Page 1:

Dr Sb. Today my objective is to remind you about my product AMCLAV which is a broad

spectrum antibiotic that provide complete cover against all major pathogens.

Page 2:

Dr. Sb there is around 616 million cases of Pharyngitis worldwide due to streptococci.

Acute Pharyngitis & Tonsillitis are most commonly caused by Group A Beta hemolytic

streptococcus and streptococcus Pyogens.

According to the article published in Journal of chemotherapy the amoxicillin in Amclav

successfully treats acute Tonsillitis & Pharyngitis with successful clinical response in 96% of

patients and successful bacteriological response in 94% of the treated patients in this study.

Page 3:

Dr. Sb as evident from the graph mentioned here, Otitis Media significantly reduces the quality

of life of children and their families as it negatively affect the child health. The child faces sleep

disturbances; he loses his appetite and cried because of earache and temperature.

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The trusted and reliable solution recommended in “American Academy of Pediatrics” guidelines

is AMCLAV as inactivation of amoxicillin is prevented by the addition of clavulanic acid.

The infectious diseases society of America (IDSA) issued the clinical guidelines for treating

Acute Bacterial Rhinisinusitis in children & adults. (.Kindly highlights all the 4 points mentioned

on this page).

Also mention that Amclav is recommended by professional bodies (organizations) and mention

the recommending professional body against each indication as mentioned in the lower half of

this page.

Page 4:

Dr. Sb, combination of Amoxicillin and Clavulanic acid (Amclav) is recommended by Professional

bodies like:

US Center for disease control

WHO Model Prescribing Information

Sinus and Allergy Health Partnership

British Thoracic Society

Canadian Guidelines for AECB

Finally reinforce your message by indicating the major indications and don`t forget to

mentioning that Amclav is available in all tablets and suspension strengths to treat all sorts of

patients with all types of indications. Also mention that brief prescribing information is

mentioned for reference.

Detailing Guidelines for Amclav Drop Card

FRONT:

Dr Sb. Today my objective is to discuss with you most common skin infections like Impetgo,

Cellulitis, Folliculitis, Erysipelas, Furuncle and Carbuncle. Most common pathogens involved in

these infections are Streptococcus Pyogenes and Staph Aureus.

According to study published in Journal of American Academy of Family Physicians in 2002,

“Amoxicillin and Clavulanic acid combination (Amclav) is active against major pathogens

involved in Dermatological

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Last Page:

Dr. Sb, In addition Amclav is equally effective as Antimicrobial prophylaxis in oral surgery and

dental procedures

According to the study published in Spanish Journal Medicina Oral Patalogia Oral in 2007:

”100% of dental pathogenic strains (both aerobic and anaerobic) that were isolated in patients

with periodontitis were sensitive to the amoxicillin + clavulanic acid. “

Finally reinforce your message by indicating the major indications and don`t forget to

mentioning that Amclav is available in all tablets and suspension strengths to treat all sorts of

patients with all types of indications.

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CYTOPAN SALES REVIEW

YTD FEB 2014

CYTOPAN 50 MG CYTOPAN 75 MG

Area % ACH % GOLY % ACH % GOLY

SOUTH

KHI1 81 -3 81 12

KHI2 95 2 129 15

KHI3 115 28 105 -11

HYD1 92 -1 110 15

MPK1 97 13 86 6

TBT1 50 -44 16 -80

LRK1 102 -3 125 19

NWS1 116 16 101 -9

SKR1 114 20 119 17

Total Qty 98 7 105 7

WEST

BWP1 90 -18 110 10

MTN1 91 -4 93 5

DGK1 105 13 109 30

SWL1 104 11 122 30

Total Qty 99 2 110 19

EAST

FSD1 100 -39 125 21

LHR1 237 86 90 -5

LHR2 115 24 96 8

GRW1 83 -47 104 20

SGD1 118 9 124 22

Total Qty 120 -9 112 17

NORTH

RWP1 181 3 114 44

RWP2 82 1 142 64

PSR1 85 -25 97 -15

GLT1 35 -39 61 -20

QTA1 93 0 71 -33

SWT1 60 -21 89 -3

ABT1 64 -23 62 -29

BNU1 92 6 90 6

MDN1 125 38 116 19

Total Qty 105 0 102 10

Grand Total (Qty) 106 -1 106 12

34

ACTION PLAN FOR CYTOPAN GROWTH

Managing Pain Gently!!

“Any person having authority & ability to prescribe pain killer is our target customer”

Key Selling Points

provides quick symptomatic relief in painful condition because:

contains Diclofenac sodium as a potent analgesic

contains Misoprostol as a gastroprotective agent which cause o Reduce gastric acid production o Increase gastric mucus production o Increase mucosal blood flow o Increase duodenal bicarbonates

enhance patients’ confidence because:

provides ideal combination to avoid NSAIDs induce peptic / duodenal ulcers

can be given for multiple chronic painful conditions like o Low back pain o Cervical Spondylosis o Ankylosing Spondylitis o Rheumatoid arthritis o Osteoarthritis

is available in both strengths 50 mg & 75 mg

Safe and effective treatment for all types of pain

Attractive product packaging with Alu-Alu blisters

’s un-matched quality and affordability

provides time tested efficacy of Diclofenac along with proven GI protection of

Misoprostol

A quality product of Getz Pharma

Marketing Objectives: Qualitative Objectives: Make Cytopan drug of choice in chronic painful condition.

Quantitative Objectives: Achieve and exceed assigned budget in 2014. Register at least 10%

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growth in 2014.

Positioning

“Powerful pain relief with GI safety”

Theme

Target Audience

1. GPs 2. Orthopedicians 3. Gynae 4. Dentists

Target Indications

1. Low Back Pain / Postpartum Low Back Pain

2. Rheumatoid Arthritis

3. Osteoarthritis

4. Cervical Spondylosis

5. Ankylosing Spondylitis

6. Other musculoskeletal painful conditions.

Q2 Promotional Mix Our theme for 2014 is “Managing Pain Gently” with Cytopan. We will discuss different naturally occurring analgesic used in daily life. In Q2-2014, we will discuss benefits of “Turmeric” as natural analgesic. Promo Plan

Drop card

Cyto Gazette

All types of Chronic Musculoskeletal Pain

36

Cytopan OPD camping Target Audience Orthopedic OPD Quantity 2/TM /Month

DETAILING GUIDELINES FOR CYTOPAN

Detailing of DAB should be done on the basis of the customer category being dealt with, so as to maximize the benefit of the call-time. Title Page Doctor Sb, as you know there are some naturally occurring analgesics that help in coping chronic pain. Turmeric (Haldi) is believed to have a wide range of biological effects including anti-inflammatory, antioxidant, antitumour, antibacterial, and antiviral activities, which indicate potential in clinical medicine.

If pain still persist than Getz proud to offer a Quality product for Managing Pain Gently………… Cytopan.” Page 2 In chronic painful conditions, use of alone NSAIDs will make the situation more worse due the high association of Peptic Ulcer i.e. 43% [show study] In this concern, Cytopan will be the drug of choice because Cytopan also contains prostaglandin E1 analog Misoprostol along with Diclofenac sodium which provide gastric safety from NSAID induced gastric irritation by:

reducing gastric acid production

increasing gastric mucus production

increasing mucosal blood flow

by increasing bicarbonate secretion

Cytopan proves to be better choice for multiple painful conditions like:

Low Back Pain

Cervical Spondylosis

Ankylosing Spondylitis

Rheumatoid Arthritis

Osteoarthritis

Dr. Sb, Cytopan provides better solution in painful conditions because:

Cytopan provides quick pain relief

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Cytopan offers gastric safety with Misoprostol

Cytopan is effective in chronic painful conditions

Cytopan has less chance of side effects

Cytopan is available in affordable price

Doctor Sb, on basis of mentioned benefits I am confident that you will prescribe Cytopan to your patients with no fear of GI upset. Thank you

38

GABIX SALES REVIEW

YTD NOV 2014

GABIX 100 MG GABIX 300 MG

SOUTH

KHI1 360 168 123 13

KHI2 321 45 225 25

KHI3 219 -10 158 26

HYD1 179 29 107 0

MPK1 146 7 78 -8

TBT1 114 -26 61 -66

LRK1 148 -4 108 -38

NWS1 113 -28 111 -7

SKR1 189 24 66 5

Total Qty 248 36 147 14

WEST

BWP1 137 14 105 -5

MTN1 112 -90 126 -73

DGK1 125 10 76 -19

SWL1 90 -7 84 -18

Total Qty 102 -60 93 -41

EAST

FSD1 144 -19 86 -66

LHR1 195 -39 32 -85

LHR2 395 -20 126 -87

GRW1 108 26 157 13

SGD1 121 -4 115 -13

Total Qty 204 -21 93 -74

NORTH

RWP1 167 16 104 -13

RWP2 200 8 135 -4

PSR1 139 -42 290 93

GLT1 71 -53 105 -13

QTA1 156 7 126 9

SWT1 105 -16 94 -15

ABT1 128 -17 222 42

BNU1 162 42 169 8

MDN1 163 3 190 36

Total Qty 159 -4 169 27

Grand Total (Qty) 185 -10 133 -34

39

OBJECTIVE 2014: RETAIN THE LOYAL PRESCRIBER BASE OF GABIX Theme for 2014

Target Audience

1. Orthopedician

2. Neuro-physicians

3. GPs

4. Physicians

Key Selling Points:

1. Better safety profile over currently available treatments

2. First line treatment for neuropathic pain

3. No significant drug interaction

4. Affordable price

Marketing Objectives: Qualitative Objectives: To establish Gabix as a brand for all types of neuropathic pains Quantitative Objectives: To achieve and exceed targets of 2014 Positioning:

“A Reliable medicine for quick pain relief in Neuropathic Pain with less chance of Sedation.” Target Indications:

Back pain

Sciatica

Diabetic neuropathy

Peripheral neuropathy

Neuralgia

Q2 Promotional Mix Our theme for 2014 is “Swift response in neuropathic pain”. Print aid will contain such things that are renowned for their swiftness In Q2-2014 we will discuss Cessna Citation X, the fastest passenger plane of all time. Promotional Plan

Rx pads

40

Samples

Chemist Pads

41

ZAVGET SALES REVIEW

ZVG YTD NOV 2014

Area % ACH

SOUTH

KHI1 76

KHI2 150

KHI3 146

HYD1 69

MPK1 67

TBT1 56

LRK1 63

NWS1 80

SKR1 82

Total Qty 99

WEST

BWP1 101

MTN1 90

DGK1 48

SWL1 81

Total Qty 86

EAST

FSD1 87

LHR1 76

LHR2 85

GRW1 73

SGD1 90

Total Qty 81

NORTH

RWP1 67

RWP2 83

PSR1 142

GLT1 70

QTA1 115

SWT1 74

ABT1 75

BNU1 80

MDN1 98

Total Qty 93

Grand Total (Qty) 92

42

OBJECTIVE: INCREASE THE PRESCRIBER BASE OF ZAVGET ACHIEVE ASIGNED TARGETS OF ZAVGET

Theme

Target Audience

1. GPS

2. Physicians

3. Psychiatrists

4. Gastroenterologist

Key Selling Points:

1. Fast relief

2. Effective,

3. Reliable

4. safe

5. Compliance

6. Affordable price

Marketing Objectives: Qualitative Objectives: To establish Zavget as the first choose brand for the management of Major Depressive Disorders, panic disorders, generalized anxiety disorders and social anxiety disorders Quantitative Objectives: To achieve and exceed targets of Q2 2014 Positioning:

“Fast acting, safe and superior SSRI at an affordable price”

43

Target Indications:

1. Major depressive disorders

2. Generalized anxiety disorders

3. Obsessive compulsive Disorder

4. Social Phobias

5. Panic Disorder

6. Post Traumatic Stress Disorder

7. Anxiety Induced GI Disturbances

Q2 Promotional Mix Our theme for 2014 is “Towards Life”

Promotional Plan

4 page folder

File cover with disease info graphics

Detailing Guidelines for Zavget Folder

Detailing of DAB should be done on the basis of the customer category being dealt with, so as to maximize the benefit of the call-time. Tile Page: Dr. Sb, Chinese invented first Compass sometime in between 9th and 11th century. Compass change the life of mankind drastically. Similarly, Getz Pharma proudly presents Zavget, an anti-depressant that change the life of your patients suffering from Depression and Anxiety. Zavget help you to get your patients Towards Life. 2nd Page Dr.sb, Zavget is Selective Serotonin Re-uptake Inhibitor Zavget has lesser chance of adverse events among all SSRIs as proves in this study [show graph] just 6.1% incidence of adverse event reported with Zavget in comparison to Paroxatine and

44

Venlafexine. Zavget offers both efficacy and safety in MDD and GAD among all other SSRI. According to a study published Annal of Pharmacotheraputics 2007. Zavget shows highest reduction in symptoms and is the most effective and cost effective treatment among anti-depressants, according to an online publication of 2012. Zavget proves to be efficacious and well tolerated in Post Traumatic Stress Disorder with reference to the study published in Journal of Clinical Psychiatry 2006. 3rd Page Doctor Sb, Zavget is indicated for a wide range of indications:

Major Depressive Disorder

Generalize Anxiety Disorder

Obsessive Compulsive Disorder

Social Phobias

Panic Disorder

Post Traumatic Stress Disorder

4th Page Dr. Sb, while summarizing my call I am going recall benefits that Zavget provide to your patients i.e.

Zavget provides fast relief from the symptoms of MDD and GAD, ensure continuation of

the treatment

Zavget is more effective than other available anti-depressants

Zavget is more reliable that newer anti-depressants like Venlafaxine

Zavget is safe because of superior pharmacokinetic and Pharmacodynamic profile and

less chances of drug interaction

Zavget gives patients compliance with once daily dosage

Zavget is available in affordable price

On the basis of mentioned benefits I am sure that you will pass on these benefits to your next coming patient with GAD and MDD. Thanks!

“Get firm commitment of prescriptions of Lilac.”

ap q2 2014

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