Team Name: XBlasters

Member 1: Abinash Sahu || Member 2: Sandeep Tripathy ||

Member 3: Tanuj Peddisetty
Pill company needs to adopt 3 fork strategy to counter the loss due to
entry of generic drug companies.
Flanking Strategy
Manufacturing and PIVOT Strategy
Evergreening
Distribution Prescription drug
Line Extension and
partnerships with (Rx) to over the
Next-Gen Franchise
generic drug counter(OTC)&
extensions
manufacturer Online

Patent Defence

Product Launch Product Life Cycle Patent Challenged Patent Extension

LIFE CYCLE MANAGEMENT PLANNING

R & D Solution Business Development

• Rx to OTC
• Line Extension Solution
switching
• Next-Generation drug • Flanking Generic
• Financial
• Dual Status (New drug & OTC • Manufacturing/distrib
Agreement
switch) ution agreement
 Possible reasons for Revenue decline in 2019
Alternative Generic drugs
Lower gross margins for
wholesalers
Low switching cost for both
wholesalers & doctors/physicians
Possible Barriers
Patients need of a cure rather
than a treatment
Lack of effective sales force
Availability of constant supply of
drugs
Lack of need of neural drugs
Possible solutions:
• Competitive pricing or
volume based discounts
should be provided
• Improved services &
incentives for wholesalers &
physicians
Possible solutions:
• A credit based contract
• A long term contract
ensuring constant supply
of drugs
• Additional services such
as free samples, credit
duration should be
provided
Possible solutions:
• Training of direct sales reps
• Key accounts need to be
managed by direct
salesforce
Possible solutions:
• Analyze & forecast
demand needs
• Ensure sufficient
inventory & SKUs
 Profitable Revenue models:
Objective: To maximize the profits from white pill before generic
drugs enter the market
Subscription based model
Provision of constant
supply of drugs
(Debit) Subscribers:
The Pill Company • Physicians
Monthly / Yearly • Wholesalers
Subscription fee (Credit)
• Potential value & flexibility to all stakeholders
• Fixed Price of the drug to subscribers
• Fixed quantity of supply
• Ensured demand for the drugs & recurring revenues
• Ensured quality of the drugs
• Possibility of discounts based on the duration of subscription
• Availability of trial samples along with subscription
Financial risk based Contracts
Supply of Drugs & re-payment of
unsold drugs • Physicians
The Pill Company
• Wholesalers
Initial payment &
Return of unsold drugs
• Full or partial reimbursement if financial outcomes of wholesalers / partners are not met
• Eliminate purchaser risks
• Improve market access & product uptake
• High monitoring & control required
• Risk of lack of efforts
 Marketing Plan
2 target segment : Doctors and Consumers
Brand recognition is needed to gain trust of consumers
For Doctors:
- Analytics based marketing - Relying more on data to measure effective marketing strategies and also to
eliminate
the risk of knee-jerk decision-making that might not produce a decent return on investment
- Marketing to doctors is often more beneficial
- Content marketing to doctors must be extremely specific to achieve results
- Focused on advertising to neurologists, hospital pharmacists and hospital administrators
- Academic/Medical Journals - Emphasis on benefits of white pill over competitors
- Trade shows
For Consumers:
- As consumers increasingly take to social media, healthcare organizations should follow their lead
- 80% of adults rely on Internet to decide on which medicine to consume
- Social Media Listening - The process of gathering data from social media to better understand who is talking
about you and how they feel. Social listening allows to measure unsolicited feedback from customers. Helps
measure organization’s reputation, see what prospective
and actual patients are saying, and respond to their needs
- Engage with Medical Influencers - When influencers—especially reputable ones like doctors—support an
organization, product or campaign,
it gains the authentic recognition and legitimacy that is hard to replicate using other channels
- Educate consumer through multimedia content - To answer common patient questions and provide accurate
information in a space flooded by
false and often dangerous content
- Social media presence with proper SEO to let followers know about the organization
- Engage, support, and create a space for productive conversations between patients, doctors, industry leaders, and
policymakers
Other strategies:
- every region has a stocky who distributes medicines to medical stores. Target stockiest by letting them know the
benefits of the pill and providing commission for more sale during initial days
THANK
YOU