KSA Osteoarthritis Market case

EVA Pharma is one of the leading pharmaceutical Egyptians companies in MENA

region that is built on the heritage of Les Laboratories Delta, the second oldest
pharmaceutical Egyptian company. Recently, EVA Pharma is ranked no. 1 in Egyptian
market in March 2023. With PPG 52%.
EVA PHARMA currently expanding their presence in the MEA region especially in KSA
the largest growing pharmaceutical market in the region. Osteoarthritis management
products is one of EVA’ portfolios which is dominating in the Egyptian market 37%
Market share & willing to offer the same portfolio to Saudi patients suffering from
osteoarthritis.

EVA Pharma's bone products portfolio in Saudi Arabia includes two registered
products, Genuphil Advance® and Acticola Advance®, indicated for osteoarthritis,
and one product in the registration process, Diacerein. The three medications offer
different mechanism of action in managing OA.
But till now healthcare professional cannot differentiate between the three
medications which affects its Rx.
The first two medications are registered as food according to Saudi FDA regulations
made them not covered by medical insurance & affected their presence in hospital
sector, which is dominated by Dorofen® (Liptis).
At the same time both medications have free pricing which can be changed based
on market & competition.
Genuphil Advance® price is 289.5 SR
Acticola Advance® price is 277.2 SR (price includes VAT)
Diacerein price is 51 SR & will be registered as medicine which will give a chance to
be available at hospital sector.
Saudi orthopedic doctors are not total accepting the concept of chondroprotective
medications as management option of osteoarthritis disease despite its mentioned in
reputable OA guidelines (ACR, ESCEO, etc..) in addition to patient accept to knee
replacement surgery due to its totally covered by Saudi health insurance system. In
contrast to Egyptian OA patient who cannot afford the procedure.
Deliverables:
A marketing plan for this portfolio that includes:
 An executive summary
 A SWOT analysis of the osteoarthritis drug market in Saudi Arabia.
 The marketing objectives to be achieved in OA market based on your situation
analysis of this market.
 A positioning and differentiation strategy for each of EVA Pharma's products,
including target customer segments and key messages, highlighting their
unique selling points and value propositions.
 Tactical plan to achieve the marketing objectives illustrated with the timeline,
budget, and key performance indicators (KPIs).

You have 5 days to complete the case study and send it back for evaluation. We
will discuss your findings and recommendations during the interview. Good luck!

N.B Attached Data of OA market to help in adding your targets.