Tadalafil New Launch – Pharmacist Discussion Guide

Introduction (2 minutes)

General introduction:
Thank you for agreeing to take part in this interview. My name is [insert name] working on
behalf of Infomine a market research agency. We will be Video/ Audio and video recording the
interview. We will use the information you provide for market research purposes only.

Explain purpose of interview:

The purpose of this research is to understand the usage and attitude of erectile dysfunction
products and discuss different factors that influence brand choice. This discussion is for market
research purposes only – it is in no way intended to be promotional. Also please note there are no
right or wrong answers, it is your opinion that we are interested in.

 Explain adverse event reporting. Read out the following statement:

If during the discussion you happen to mention an adverse event, the pharmaceutical company
commissioning the market research has a legal obligation to report this as part of their ongoing
benefit risk management. I would therefore need to collect the relevant details of the Adverse
Event after the discussion, so that the pharmaceutical company can report this and meet their
legal obligations. The information you provide will be sent to the company's Drug Safety
department.

Section 1 – Introduction and warm up (10 minutes)

Objective: to find out about clinical practice, provide context of discussion.

Ask respondent to introduce self-briefly:

1- Please introduce yourself and your years of experience.

2- Please mention the pharmacy name (Single/Multiple/Chain) and their location?

3- How many patients do you typically see in a shift in your pharmacy? How many of them
ask about ED products?

4- State the percentage of low cost ED to High Cost ED dispensed monthly? Unit wise

5- State the percentage of recommendations you initiate among high priced products?

6- How many of them are new patients and how may are regular? per month

MENA Head Office 31 Omar Bakir st., Heliopolis, Cairo, Egypt

Casablanca – Cairo – Jeddah – Riyadh - Dubai
 7- Please elaborate more on the purchasing habits of the ED products?

a. How often does a patient buy it?

b. Any specific occasions?
c. How many of them buy by tablet/strip or box?

8- Who are the common patients profile who asks about the ED products:
a. Ages
b. Occupation
c. Marital Status
d. Income/Social Class
e. Others

9- What are their main Benefits they ask for when come and ask about the ED products in
addition to erection?

10- What are the main side effects they suffer from due to these products?

11- Where do you usually get information about the new products in market?

Section 2 – Management Approach (10 minutes)

Objective: to identify the management approaches, and evaluate the products.

1- What is the patient general goal in using these products? Probe on:
a. Potency
b. Safety(Remove)
c. Duration(As mentioned in the customer guide)
d. Super Performance
e. Confidence

2- From patients asking about the ED products, how many come with prescription and how
many ask as OTC?

3- What is the most prescribed product? Concentration and Dose?

4- Which are mostly asked for as OTC?

5- What are the main 5 brands you recommend? Why

6- Why and when?

MENA Head Office 31 Omar Bakir st., Heliopolis, Cairo, Egypt

Casablanca – Cairo – Jeddah – Riyadh - Dubai
 7- What is the reaction of the patient to this recommendation? Does he fight it?

8- What are the prices of each product? What are the patients’ reactions to these prices?
a. If high priced, please indicate the suitable and acceptable price in their opinion
for each brand?

9- Why People Ask for the following products?

a. Cilais
b. Viagra
c. Levitra

10- Please evaluate the mentioned products in terms of:

a. Potency
b. Safety
c. Price
d. Duration (As mentioned before)
e. Performance

11- How do patients ask for these products:

a. Single or combination?
i. Why?
ii. Which products do they combine?
b. Do they take the whole tablet or score it?
i. Why?
ii. Do they prefer if the tablet was scored? Why?
iii. Which products they use as scored tablets?

Section 3 –Switching Behavior (5 minutes)

Objective: identify the possibilities for switching to a new launch.

1- What are the gaps/unmet needs in ED products that you believe must be addressed?

2- What makes you loyal to a brand?

3- Would you recommend switching from a molecule to another or just between brands?

4- How often do you switch in terms of percentage?

MENA Head Office 31 Omar Bakir st., Heliopolis, Cairo, Egypt

Casablanca – Cairo – Jeddah – Riyadh - Dubai
 5- What are the most products you switch customers to? Why?

6- What are the drivers that encourage you to recommend a certain brand? And the barriers
hindering it?

Section 4 – New Launch Evaluation (15 minutes)

Objective: to measure the pharmacists’ acceptance to switch from the current treatment to new
one

 Introducing the new product, explaining its features, show the respondents the package
and answer any questions:

1- What is your first impression about it? Why?

2- In your opinion who are the most suitable patients to be treated with this brand? Why?

3- What are the advantages and disadvantages of this product package?

4- What is the main information you or the patient would want to know about it?

5- Please evaluate its package:

Please let him evaluate the package without giving any of the indications below until him
finish
a. The color
b. The 36 hours mentioned
c. The diamond concept
d. Others

6- Please specify the reasons for your choice.

7- How would you like to know about a new product:

a. Ads
b. Distributor
c. Pharmacy Magazine
d. Medical Representative
e. Other

MENA Head Office 31 Omar Bakir st., Heliopolis, Cairo, Egypt

Casablanca – Cairo – Jeddah – Riyadh - Dubai
 8- Please imagine the best Ad for a new launch and share it with us:
a. Who would be it
b. What information to talk about

9- How much are willing to recommend the new product?

a. If yes:
i. Why?
ii. When?
b. If no:
i. Why not?
ii. What do you need to encourage you to recommend it.

10- What make you provide new product, what is the average of the primary order?

Section 5 – Marketing Activities (2 minutes)

1. What are the activities done by the companies for ED products?

2. Which activities do you prefer? Why?

3. What are the branding tools you think will help in introducing that product to your
customers?

4. What are the activities you recommend for the new product to have a successful launch?

Section 6 – Closing (2 minutes)

Is there anything else that you would like to add?

MENA Head Office 31 Omar Bakir st., Heliopolis, Cairo, Egypt

Casablanca – Cairo – Jeddah – Riyadh - Dubai
 Thank and close

MENA Head Office 31 Omar Bakir st., Heliopolis, Cairo, Egypt

Casablanca – Cairo – Jeddah – Riyadh - Dubai