BIOCON: Launching a New Cancer

Drug in India

Name: Ahmed Ibrahim Salem

Pave your Career – Marketing Career Aspiration Nov. 2017
Executive Summary
 Brand Name: BIOMAB
 Vision: To be labeled as Integrated Biotech Leader Company.
 Mission: Getting the leadership position in managing H&N patients by the end of the
launch year
 Objective : To achieve by end of the Launch Year 50% market share of the total
20,000 targeted patients (10,000 patient) with selling 60,000 units.
 Positioning: BIOMAB is The First Indian drug for Head and Neck cancer
Treatment approved by the DCGI to provide 100% response ( radio and chemo)
with only 6 doses cycle.
 Patient profile: Head and Neck Cancer on triple therapy
 Target Physicians: Oncologists
 Competitor: Erbitux.
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Analysis - Disease Overview
(Head and Neck Cancer)

 Prevalence:
 21% of cancer cases were in India
 27% of cancer deaths worldwide were in India.

 Survival and Prevention

 Five year Survival rate: 50 to 60%, 90% if detected early
 20% lower in India.

 Treatment:
 Surgery, chemotherapy, Radiotherapy, Biological Therapy
 Targeting EGFR.

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Analysis - Market Overview

 Head and Neck Cancer high incidence in india

 Lower income workers smoke and chew tobacco.
 20% Public sector (Government sponsorship)
 80% Private Sector (Out of pocket).
 95% of patients from Private Sector.
 9% economy Growth.
 20 k patients targeted of 190 k patients (Chemo and Radio conj.)

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Analysis - Company Overview

 BIOCON Limited. An Indian Biotech Company.

 Specialized in Microbial fermentation.
 No knowledge with mammalian cells.
 CIMAB entered Joint venture with BIOCON to market BIOMAB.
 New Manufacturing Plant: $ 25 million

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Analysis - Competition Overview
Erbitux

 Developed by ImClone Systems, marketed by Bristol Myers Squibb.,

Distributed by Merck KGaA in 53 countries.
 USFDA and EMA Phase 3 Trials approval.
 DCGI approval by end 2006.
 3 years colorectal treatment.
 Radiotherapy approval only, conducting chemotherapy trials too.
 Estimated Price 4000$ to 5000$ per dose
 Indefinite treatment cycles.

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Analysis - SWOT

Strengths Weakness
1. The First Indian Proprietary drug. 1. No Phase 3 Clinical trials.
2. Phase 2 Clinical trials: Chemo and 2. No Experience with Oncology Market.
radio with 100% response conducted in
India.
3. Accelerated DCGI Approval
4. Good Rapport during phase 2 studies.
5. 6 dose Cycles.

Opportunities Threats
1. High Incidence, and low survival rates. 1. Few Patients could afford the Drug.
2. Indian Economy growing by 9% 2. Phase 3 approval by USFDA and EMA
(Market Size) for ERBITUX, And DCGI approval by
3. Being the first company to launch. 2006 end.
4. High Erbitux Treatment. 3. 3 years market experience
(Colorectal).

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Strategy

 Focusing to build strong brand equity by being the first Indian

treatment for H&N cancer at affordable price.
 Establishing strong sales team to start the launch.
 Create a strong rapport with Top notch Oncologists.
 Establishing Patient Awareness and early detection Campaign

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Tactics
 Conducting Mega Launch Event
 Targeting 150 Oncologists
 2 International Speakers

 Media Coverage
 4 TV Interviews with 4 main channels to increase the awareness of the disease and BIOMAB.

 2 Focus Groups
 Conducting group before the launch with top 10 KOLS and another group in the launch day with
the international speaker
 2 Touring Sessions.
 Conducting the session using top 2 speakers, targeting 2 main oncology centers to furthermore
increase treatment (triple therapy) and Biomab awareness.

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Tactics (continue)

 Meet The Experts

 Recruiting the 2 international speaker for conducting 2 meetings with 2 main Universities staffs

 3 CME, and 3 SLMs.

 Targeting the Class B Oncologists

 Creating Local Treatment Consensus with Local KOLS (Triple Therapy).

 Headhunting well experienced sales team in the oncology market.
 Induction Trainings
 Conducting 2 induction training waves for the sales team using Indian Oncology Experts for the
Medical training.

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Tactics (continue)

 Creating strong detailing campaign with DCGI approval trial results for the 6
dose cycle (80% radiotherapy and 100% response triple therapy).
 Establishing Consumer Help Hotline and web services.
 Establishing PSP
 For the early detection and scanning cancer markers in 5 labs (under the MOH umbrella)

 Brochure containing hotlines and website instructions delivered to physicians.

 2 Standalones
 Conducting 2 awareness Standalone under the umbrella of the MOH, targeting GPs and IMs for
early detection and survival rate increase.
 2 Media Campaigns
 Conducting 2 Media Campaigns for Disease awareness under MOH sponsorship, using two main
celebrities.

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Pricing and Distribution Decision

1. Pricing:
 Penetration pricing strategy, a price elasticity survey should be done before
the launch to collect data from class A and B Physicians (20 Physicians).
 Establishing an estimated Price of 1,500$ to 2,000$ per dose.
 Establishing detailing campaign for the 6 dose cycles vs Competitor.

2. Distribution:
 Using the CFA agency, distributing using cold chains directly to physicians.
 Making contracts with the most well know Retail pharmacies.

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Operational plan
Challenges
and
Strategy Who Tactics
Opportunitie
s
Focusing to build 1.Mega Launch Event.
Being the first
strong brand equity Marketing, 2.Focus Groups with KOLS.
company to
by being the first Sales and 3.Touring Sessions.
launch.
Indian treatment for Medical Team 4.Detailing campaign with DCGI approval trial results.
H&N cancer.
High Erbitux Pricing BIOMAB with 1.Price elasticity survey.
Treatment. affordable price. Marketing 2.1,500$ per dose.
3.Detailing campaign for the 6 dose cycles vs Competitor.
Establishing Patient 1. Consumer Help Hotline and web services.
High Incidence, Awareness and early 2. Brochure containing hotlines and website instructions.
Marketing,
and low survival detection Campaign 3. Awareness Standalone under the umbrella of MOH for
Sales, and
rates. GPs and IMs.
IT Team
Few Patients 4. Media Campaigns.
5. PSP
Phase 2 Clinical Create a strong Marketing, 1.Meet the Experts, CME, and SLMs.
trials conducted rapport with Top Sales Team, 2.Local Treatment Consensus.
in India. notch Oncologists. Medical Team
No experience Establishing strong 1.Headhunting well experienced sales team.
13 Sales Team
with Oncology sales team to start 2.2 induction training waves.
Training Team
Timeline
Duratio Augus
Task Name Jan Feb March April May June July Sept. Oct Nov Dec
n t

Launch Event 1 day

Focus Group 2 days

Price Survey

Touring 3 days
Session
Hotline and
Website
Meet The 1 day
Expert

CME 1 day

SLM 1 day

Consensus. 3 days

Media
Campaign

Standalone 3 days

Induction 3 days

PSP
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P&L

 Number of recruited patients were estimated by 20,000 patients using triple

therapy, by targeting 50% market share, the total targeted patients are 10,000
patient.
 10,000 consuming 6 dose cycle, of the price 1,500 $.
 Revenue: 10,000 cases * 6 doses cycle * $1,500 = $90,000,000
 Fixed Costs:
1. Manufacturing Plant (5 Year Depreciation): $25,000,000 / 5 = $5,000,000
2. Goods Cost (25%): 90,000,000 * 25% = $22,500,000
3. R&D Cost (15%): 90,000,000 * 15% = $13,500,000
4. Marketing Cost (30%): 90,000,000 * 30% = $27,000,000

 Profit value: $90,000,000 – ($27,000,000 + $13,500,000 + $22,500,000 +$5,000,000) =

$22,000,000
 Profit Margin %: 24.4%
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 Resource allocation
PSP; 6.85%
Consensus; 11.11%

Speaker Tour; 9.26%

Launch Event; 11.11%
SLM; 2.78%
Meet the Experts; 2.59% Induction training; 1.85%
Focus Groups; 9.26%
Hotline development; 3.70%

Media Campaign; 11.11%

Standalone; 18.52%

Website; 2.59%

CME; 9.26%

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 “It always seems impossible until
it's done.”
Nelson Mandela.

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