Dermo-ceuticals Brand management
Ahmed Khashaba
Biotech Gulf
Pharma
vs
Dermo-cosmetic brands
Pharma vs Dermo-cosmetic brands
Dermo-cosmetics
Premium vs Mass
Dermo-cosmetics Premium vs Mass
30 SR 300 SR
Consumer Behavior (Buying Process)
8
Origination/ need
Advices Choices
Brand choice
Brand long term relationship
Anti Aging
24% media 45% WOM 8% RX 23%
PHARMACIST
10% Dermatologist
39% Pharmacists 20%
independent
18% Dermatologist
62% Pharmacists 20%
independent
CRM
BAs PTs
70% NOT EXPLORED
4 PS
• Product
• Competitive edge
• Endorsed
• Indirect marketing
• Promotion
• 360 campaigns
• Diversity of TA
• DTC campaigns
• Place
• Premium pharmacy stores
• Para Pharmacies concept
• Price
• Premium pricing
• Consider FM items
• Consider target segment
Market data 2008 – 2016 est.
0
100
200
300
400
500
600
700
800
900
2011 2012 2013 2014 2015 2016
market value
market value
Av Annual Gr Rate = 32%
4 PS
• Product
• Competitive edge
• Endorsed
• Indirect marketing
• Promotion
• 360 campaigns
• Diversity of TA
• DTC campaigns
• Place
• Premium pharmacy stores
• Para Pharmacies concept
• Price
• Premium pricing
• Consider FM items
• Consider target segment
Classic Business Model
Opinion Leaders
Dermatologists
POS
Launch
Phase 0
Phase 1
Phase 2
Phase 3
Right mix of teams and resources to tackle different TA groups according to brand maturity phase and life cycle
Female PR team working behind
the scenes
Team of BAs located in most
potential pharmacies
High caliber team of
medical reps for detailing to
dermatologists
DTC
Innovative POS materials featuring the leader brands
Pharmacy
Sell in
Sell out
Sales team
Male BAs
Female community
Female BAs
Responsibility • Animate to Consumers • Merchandize
Special programs
Opportunity Business Model
Consumer Pharmacist
Display
Retailing vs Rx
48%
32%
10% 10%
Sales
Nahdi
Retail chain
Rx business
Pharmacies
Target Audience
Motivation
Pharmacists
Consumer BAs
360 involvement
Challenges
• No IMS/ Nielsen AC auditing
• High margins to retailers/ Profits
• Customer expectations
• Number of SKUs
• Target Audience
Thank You
Q & A