Glevo Respicare

8/13/2019 Glevo Respicare

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CBM Oct-Dec11


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Team Majesta

Attempted consciously togain more power in healthy

competitive market

Put in extra efforts in

finding out a path

towards robust growth

Used muscles to gain

significant MS


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So far


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Glevo

Ranked 7th with MS of 6.4% in Levofloxacin market

Strong equity amongst key specialities with

prescriber base of 7500 Drs.

Only brand available in all SKUs (Tab + IV + ED)

Contributed 8% to Majesta sales


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Lets achieve greater heights for


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Lets learn more about Glevo


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Molecule/strength Levofloxacin 250 /500 / 750 mg

Category/class Fluoroquinolone

GenerationThird generation semisynthetic

fluoroquinolone

MOA

Levofloxacin inhibits bacterial

topoisomerase IV and DNA gyrase (both

of which are type II topoisomerases)

enzymes required for DNA replication,

transcription, repair and recombination.

Levofloxacin


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Pathogen

% Eradication

(250-1000 mg of

Levo)

Gram-positive cocci

Staphylococci aureus 69.9

Streptococcus pneumoniae 89.1

Gram-negative bacilli

Escherichia coli 100

Haemophilus influenzae 94.4

H. parainfluenzae 94.3

Klebsiella pneumoniae 100

Pseudomonas aeruginosa 63.3

Gram-negative cocci

Moraxella catarrhalis 93

Atypical pathogens

Chlamydia pneumoniae 95.9

Mycoplasma pneumoniae 100

Legionella pneumophila 90

Indication Wise

CAP 95

AECB 95

Acute Maxillary Sinusitis 96


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Highest number indications approved by USFDA


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Indications & Dosage


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Targeted Specialty/ Indication Summary

Speciality Glevo Tablets Glevo Infusion Glevo E/E drops

Phy /Chest AECB , CAP AECB , CAP

GP

Sinusitis, Pharyngitis,

Tonsillitis

ENTSinusitis, Pharyngitis,

Tonsillitis, Laryngitis

Otitis externa/

media, Bacterialconjunctivitis : 1 -2

times daily


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Key Aspects Highest number of USFDA approved indications as

compared to other Quinolones

Time tested and safe Vis a vis emerging therapeutic

options

Economical Cost of therapy over Cefixime,Azithromycin


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Market & Prescription Analysis


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Market Analysis - ORG

Anti-infectives are

largest therapy

contributes 19% to

IPM

Heart of

prescription of all

specialty


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Quinolones are 3rdlargest anti-infectives &

Levofloxacin 3rdlargest Quinolone.

Rank Molecules

MAT Aug 11

(Value)

Value Grth

(MayAug'11)Total Market 1580Crs 10%

1 OFLOXACIN 308 2

2 CIPROFLOXACIN 285 -2

3 LEVOFLOXACIN 180 3

4 CEFIXIME+OFLOXACIN 121 290

5 NORFLOXACIN 46 -5

6 PRULIFLOXACIN 36 -5

7 GEMIFLOXACIN 31 -22

8 MOXIFLOXACIN 28 46

9 BALOFLOXACIN 26 680

10 GATIFLOXACIN 22 -17


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Opportunity to derive double digit growth by

competing strongly with Levoflox and Levomac

Aug Mat 11

MAT BRANDS COMPANY Value Val MS% Val grth

Rank LEVOFLOXACIN 180 100.00 3

1 L-CIN LUPIN LIMITED 25 13.87 1

2 LEVOFLOX CIPLA 20 11.23 21

3 LOXOF RANBAXY* 19 10.40 5

4 LEVOMAC MACLEODS PHARMA 18 10.13 16

5 LEON DR REDDYS LABS 12 6.60 -4

7 GLEVO Sol Majesta Div 9 4.94 3

19 GLEVO Inj Majesta Div 2 1.09 1

30 GLEVO E/E Drops Majesta Div 1 0.29 25

37 MILIVO Milieus Div 0 0.24 -55


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Prescription Analysis - SMSRC

Chest, ENT, CP, GPs are key specialities

Glevo is good at CP, Chest but ENT needs attention

Speciality

R

ANK

Rx%

C P R27 2.56

CHEST 16 5.24

E N T 16 3.89

UROLOGIST 15 3.59

CONS PHY 22 3.58

CARDIO 27 3.28

GEN PHY 17 3.26

Prescriptions Reach

40

12

3

3

17

3

6

46

20

1

6

50

0 10 20 30 40 50 60

G P

CONS

E N T

CHEST

GLEVO TAB [Glen-MAJESTA]

LEVOFLOXACIN PLAIN (S)

CPR : Rxer%

Prescriptions Distribution


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Prescription Analysis

GP, CP, Chest are key contributors

Growth at CP & contribution of ENTs is of concern

Sr No Speciality

% contribution of Rx

to Glevo Brand Rx Gr

1 All Doctors 100 19.83

2 G.P.(MBBS) 18.83 7.31

3 G.P.(Non MBBS) 17.54 62.92

5 Chest TB Specialist 10.84 93.74

8 ENT Specialist 4.34 -44.01

17 Consulting Physician 12.85 -2.25

Speciality-wise Rx contribution to Glevo


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Prescription analysiskey aspects

3

rd

most prescribed antibiotic after Cefixime andAzithromycin

Largest prescribed anti-infective by Chests, 2ndmost

prescribed by CPs, 4th by GP & 5thchoice antibiotic

of ENT

Market potential at key specialties is in sync withdivision coverage


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Lets achieve greater heights for


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Lets achieve greater heights for Glevo

First choice among key specialties

Fastest growing brand

MS of 7.5%

Top 5 brand of Levofloxacin market


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Lets achieve greater heights for Glevo

How to do it?


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Key Marketing Issues

P3/P4 promotion

Weak franchise at key specialities

Low P/D vs market

Under optimized mass franchise : GPs


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Critical success factors

Prioritize brand promotion focus

Develop Key specialties

Enhance P/D from existing prescribers

Increase exposure & focus on conversion

Broaden strenghwise Rxer base


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Marketing strategies

Prioritize brand promotion focus Realigning customer coverage

Speciality-wise communication

Develop Key specialties GlevoXaria ENT touch program

Guidelines for strengthening specific indications in Chest &

CP


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Enhance P/D from existing prescribers Glevo Power Club campaign for consolidation


Glevo Power Club campaign for conversion


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Prioritize brand promotion focus Realigning customer coverage


Develop Key specialties GlevoXaria ENT touch program


CP


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Realigning customer coverage

Service increased to 100 Drs./FSO

Second brand to be detailed for key specialties

No. of

Drs./FSO

Drs/FSO in

Majesta P1-P6

Drs / FSO in

Respicare

Respicare

P1-P6

90 37 P4 50 P2

44 14 P4 24 P2

8 6 P3 8 P2

18 5 P3 18 P3

40 0 0 0 0

200 62 100


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Speciality Drs / FSO forexposure

Drs / FSOfor focus

GP 90 15

Consl Phy 44 10

Chest Phy 8 5

ENT 18 10

TOTAL 160 40


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CP/GP

ENT

Chest

C /G


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CP/GP

CHEST


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CHEST

CHEST


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CHEST

ENT


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ENT


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Prioritize brand promotion focus



Develop Key specialties

GlevoXaria ENT touch program


CP


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Glevo-Xaria ENT touch program

Objective: To develop franchise at ENT for Glevo &

Xaria

2 Phases:

Consolidation at core prescribers

Conversion at prospects


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Glevo-Xaria ENT touch program -Consolidation

Objective- Build core prescribers at ENTs for Glevo & Xaria

5 Drs/FSO

Dec11 & Feb12

Series of J.Hampstead premium Linenshirts (1st in Dec11 & 2ndin Feb12)

Collect correct shirt sizes of top Rxers of Glevo + Xaria and convey to

ZSM/SM before 7thNov11

Format of shirt sizes will be mailed to ZSM on 25thNov11


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Power Club Announcer Card


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Glevo-Xaria ENT touch program-Conversion

Objective- Revive prescriptions at ENTs for Glevo &

Xaria

Series of 3 handbooks of Milestone in ENT

10/FSO for Dec11 Feb12

Covers the history and emergence of ENT fraternity,current updates in diagnosis & future development

in ENT-Otolaryngology field


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Milestone in ENT Announcer Card

Guidelines for strengthening specific indications in


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Guidelines for strengthening specific indications in

Chest & CP

Objective- Increase prescriptions for pneumonia &

MDR TB at chest & CP

Series of guidelines such as ATS guidelines

10/FSO for Dec11 & Feb12

k


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Enhance P/D from existing prescribers

Glevo Power Club campaign for consolidation


Glevo Power Club campaign for conversion

l d & f b


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Consolidation & conversion of prescribers

Objective: Double the prescribers from 20 to 40 Drs

Total Drs targeted: 40 Drs

Consolidation: Existing 20 prescribers/FSO

Conversion: 20 Drs/FSO

Theme based premium inputs for consolidation &

mass inputs for conversion

C lid i f ib


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Consolidation of prescribers

Total Drs Targeted: 20 Drs

Power premium input : 5 Drs / FSO

Sampling : All 20 Drs

Targeted specialties : ENT, CP, GP, Chest

Dec11-Feb11

C lid i f ib


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Consolidation of prescribers

Nov11

Jan11

P I A


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Power Input Announcer

C i f ib


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Conversion of prescribers

Total Drs Targeted: 20 Drs

Power mass input : 10 Drs / FSO

Sampling : All 20 Drs

Targeted specialties : ENT, CP, GP, Chest

Nov11-Feb11

C i f ib


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Conversion of prescribers

Dec11

Jan11Nov11

SKU i R h t


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SKU wise Rx enhancement

Promote Glevo Eye/ Ear drops

to all ENT and GP

SKU i R h t


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SKU wise Rx enhancement

Strive hard for bulk POBs atinstitutions / Nursing homes /

Hospitals / dispensing Doctors

available at spl. NRVrates

Glevo IV is Pioneer brand

No. 1 in ORG

R d


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Rewards

C tifi t f i ti


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Certificate of appreciation

Maximum Doctor conversion of the month will be

awarded with Certificate

Rx

Conversion

Power Rewards


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Power Rewards

100%-105% Ach 5% 1% additional

>105%-110% Ach 6% 1% additional

>110%-115% Ach 7% 1% additional

> 115% Ach 8% 1% additional

Quarterly incentives (Rs.)Quarterly %

incentive

Additional incentive

on Oct-Mar Ach.

This incentive is on quarterly and on H2 primary sales achievement

FSO must achieve his 80% primary value target of next QTR

Incentive will be disbursed in the month of April12 for Q3 & July-

12 for Q4 and H2


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Eg:

Let us assume that the FSO has the target of 5 Lacs in H2

He has achieved 116% of the target i.e 5.55 L

He will be eligible for 8% of his achievement

8% of 5.55 lacs is Rs. 44,400 Additional 1% of 5.55 L = Rs 5,500

Total Earnings = Rs. 49,900 On Quarterly achievement , amount will roughly half

Promotogram


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Promotogram

Campaigns

Oct Nov Dec Jan Feb Mar

Target Drs V1 V2 V1 V2 V1 V2 V1 V2 V1 V2 V1 V2

Power Campaign

Consolidation

20 Drs / FSO

Brand

Reminder

s

Power

Input

Teaser 1

5/FSO

Premium

Power

Theme

based input

1

5/FSO

Power

Input

Teaser 2

5/FSO

Premium

Power

Theme

based

input 2

5/FSO

Brand

reminder

Power

Input

Teaser 3

5/FSO

Premium

Power

Theme

based

input 3

5/FSO

Brand

reminder

Samples

20/FSO

samples

20/FSO

samples

20/FSO

samples

20/FSO

samples

20/FSO

samples

20/FSO

Conversion

20 Drs /FSO

Brand

reminder

Power

theme

based

utility input

1

Brand

reminder

Power

theme

based

utility

input 2

Brand

reminder

Power

theme

based

utility

input 3

Brand

reminder

Power

theme

based

utility

input 4

Brand

reminder

Samples

20/FSO

samples

20/FSO

samples

20/FSO

samples

20/FSO

samples

20/FSO

samples

20/FSO

ENT TOUCH

Program10 Drs / FSO

Teaser:

ENT

Milestone

Series 1

Book -ENT

Milestone

Series 1

Teaser:

ENT

Milestone

Series 2

Book -

ENT

Milestone

Series 2

Brand

reminder

Teaser:

ENT

Milestone

Series 3

Book -ENT

Mileston

e Series

3

Brand

reminder

Chest / CP

Guidelines10 Drs /FSO

ATS

guidelines

GOLD

guideline

s

LBL on

MDRTB

LBL on

MDRTB

LBL on

MDRTB


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Empower yourself with Glevo Power

Thank you

Glevo Respicare

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