Marketing

1. Patient Focused

a) Doctor Segmentation:
Based on potential and business doctors are classified into
following:
 A(High Business and high potential)
Activates performed for this types of doctors are:
 CME
 Round Table Meeting( KOL’s and non- Prescriber
doctors)
 B(Intermediate Business and Intermediate potential)
 C(Low Business and Low potential)

b) Main Strategy:
 The OAD(oral anti-diabetic drugs) failure patient
(Uncontrolled patient) or the patient who are not
responding to OAD(e.g. Metformin, Glimepiride or
combinations)
 Promoting to doctors for shifting to Lantus for those
patient who has OAD failure.
 To avoid micro (Retinal dysfunction, nerve injury,
etc.) and macro (Heart, Liver, Kidney dysfunction)
vascular complication.

c) Patient Type:
  Switching patient from other brand to Lantus.
 Here in Premix insulin are of two type
 Human insulin(Insulin extracted via animal
from SPG AND PPG)
 Analogue insulin(Laboratory Manufactured by
recombinant technology)
 However Lantus is produce by Analogue insulin
method and by switching patient from other brand to
analogue insulin i.e. Lantus.
d) Competitor Brand:
 Novo Nordisk: Tresiba insulin novo nordisk
(Molecule – Degludec) is the in direct competitor
brand of Lantus.
 Thus to overcome this Lantus by showing Clinical
trial, promotes the brand by showing the different
percentage range of efficacy, toxicity, effectiveness,
bioavailability etc.)
e) Product:
 SoloStar (Non – Refillable) : Use & throw
This has high Price and thus produces high business
However by focusing more toward this the sales
can be increased.
 Allstar (Refillable) :It is lifetime Reusable and has
warranty for replaceable pen.
In every 5 cartridge 1 cartridge is free with
refillable pen.
 Vial: The standard vial through which via syringe
dose is been administered in the body.
2. Doctor Focused:
a) Doctor Classification:
 Type I – Basal dominate (Gives High Business)
 Type II – Analogue Premix dominate
 Type III – Analogue Premix + Basal
 Type IV – OAD dominated
b) Clinical Trials:
1. Initiation :
i. Treat to target(T3) and Laptop Trial: OAD tp
Lantus
ii. Hammer & klinge: Shifting from Human
Premix to Basal switch
iii. Initiate Trail : Analogue premix to Lantus
2. Optimization :
i. Dose Optimization: In this Convincing Doc to
increase the dose for e.g. for 1 day 12 Unit
dose/ 14 Unit Dose. So that the effect or the
therapeutic range which is necessary for
action in the body can happen.
ii. Aloha Study: For increasing dose.
iii. Atlas Trail: Again for increasing dose.
3. Intensification
i. Intense dosing: The people who are having
very high diabetics the doses for them is
50/40 unit per day. After this increased dosed
this high dose even doesn’t able to effect on
the body.
ii. Cross Selling: During this time the strategy
would be
 Low Dose i.e. 30 unit dose per day +
Apidra (a Bolus i.e. rapid acting Insulin
Product is added).
iii. Eleonar Trail
iv. Opal Study
v. 123 Study: this strategy of clinical trial is
similar to that of cross selling but here the
dose of Apidra (i.e rapid acting insulin is
increased in chronological number)

Factor Influencing mass acceptance/

Practice:
 DPCO: Pricing is the major factor which influence
tremendously on the selling of the product.
 Competitor: Direct and indirect competitor can be
dissolve or reduce by promoting with respect to scientific
marketing i.e. via clinical trial.
 New Innovation: The new molecular innovation in the
marketing which is better than our product can again
leave the major impact.
 Political Factor: Different political factor with respect to
different nation again impact on selling in different areas.
 Geographical: Area wise selling and distribution of the
product again impact the selling.
 Socio - Economic: The economy of a nation can impact
greatly on the product and with respect to this the price
of product setting should be vary.
 Legal: Different Nation are having different regulation in
there operating of medicine for e.g. In India we are
having CDSCO, DPCO etc.
 Technology: Depending upon the technology facility in
the country for e.g. Lantus having pen insulin for feasible
use of it.