Marketing Initiatives

MARKET ANALYSIS:

The Total size of Pakistan

Pharmaceutical Market :
789 Bio

GOLY:
16.4% (Val)
1.6% (Unit)

Category Value % Share % GOLY

Cefixime Market 19,282,169,624 14.6

Total Paeds 9,838,251,920 51.0

Cebosh Paeds 1,074,643,149 11.4

MAT ~ 9/2023
 MARKET ANALYSIS:
MAT ~ 09/2023 MAT ~09/2023 MAT ~ 09/2023 MAT ~09/2023
VALUE Rs + ~09/2022 UNIT UNIT +~09/2022
CEFIXIME 19,282,169,624 14.56 70,563,100 1.29
CEFSPAN BGO 3,293,579,158 15.34 8,802,833 8.56
CEFSPAN SUSP DRY 100MG 30ML 934,518,115 14.75 3,382,871 7.42
CEFSPAN SUSP DRY D.S 200MG 30ML 684,429,276 23.58 2,023,143 15.61
CARICEF SAM 3,129,603,146 16.26 11,228,918 2.52
CARICEF SUSP DRY 100MG 30ML 1,054,434,060 17.98 4,914,422 -1.37
CARICEF SUSP DRY D.S 200MG 30ML 509,204,232 20.21 1,974,938 9.04
CARICEF TABS 200MG 10 215,432,804 25.74 515,982 11.14
CARICEF SUSP DRY 100MG 60ML 64,539,618 12.59 261,824 -2.46
CEFIGET GTZ 1,674,768,029 22.64 6,203,173 12.49
CEFIGET SUSP DRY 100MG 30ML 605,688,560 22.51 2,847,619 9.53
CEFIGET SUSP DRY D.S 200MG 30ML 333,738,079 39.07 1,353,907 29.21
CEFIGET TABS F.C. 200MG 10 157,598,024 14.15 403,064 -0.92
CEFIGET SUSP DRY 100MG 60ML 20,238,904 18.59 73,263 9.47
CEBOSH B6H 1,641,005,329 3.10 6,205,205 -10.35
CEBOSH SUSP DRY 100MG/PAED 30ML 609,117,084 0.86 2,947,057 -15.97
CEBOSH SUSP DRY D.S 200MG 30ML 277,572,253 3.47 1,088,264 -6.53
CEBOSH TABS 200MG 10 155,653,394 -5.93 424,381 -15.19
CEBOSH CAPS 200MG 10 32,912,639 716.89 90,401 681.95
CEBOSH SUSP DRY 100MG 60ML 31,909,189 2.86 130,804 -8.37
MIXEL HQI 1,577,133,069 29.84 4,487,365 -8.08
MIXEL SUSP DRY 100MG 30ML 405,107,753 27.13 1,588,933 -6.69
MIXEL SUSP DRY D.S 200MG 30ML 259,578,508 27.73 618,793 -28.31
MIXEL CAPS 200MG 5 147,821,444 20.48 611,514 -0.66
 MARKET ANALYSIS:
MAT ~ 09/2023 MAT ~09/2023 MAT ~ 09/2023 MAT ~09/2023

VALUE Rs + ~09/2022 UNIT UNIT +~09/2022

MONTELUKAST 6,761,372,320 16.30 21,418,936 5.14

MYTEKA HL. 1,656,184,043 19.56 4,728,611 6.91
MYTEKA TABS F.C. 10MG 14 1,059,390,156 17.39 2,832,594 5.27
MYTEKA SACHETS GRAN 4MG 14 389,501,064 35.65 1,245,208 19.49
MYTEKA TABS CHWE 5MG 14 179,185,495 9.63 528,337 -1.12
MYTEKA TABS CHWE 4MG 14 28,107,328 -12.75 122,472 -21.37
MONTIKA SAM 995,247,815 16.86 3,083,581 6.14
MONTIKA TABS F.C. 10MG 14 729,313,770 15.95 2,072,274 4.46
MONTIKA SACHETS GRAN 4MG 14 164,843,424 26.97 606,042 13.99
MONTIKA TABS CHWE 5MG 14 94,353,223 9.98 371,961 5.17
MONTIKA TABS CHWE 4MG 14 6,737,398 -4.53 33,304 -7.65
FREEHALE HQI 902,853,714 21.46 3,020,703 12.22
FREEHALE TABS F.C. 10MG 14 559,006,240 14.28 1,734,054 8.48
FREEHALE SACHETS 4MG 14 263,944,050 38.87 940,977 17.83
FREEHALE TABS CHWE 5MG 14 79,903,424 24.56 345,672 17.26
MONTIGET GTZ 788,645,736 12.63 2,141,299 3.09
MONTIGET TABS F.C. 10MG 14 597,657,889 8.18 1,526,727 -1.58
MONTIGET SACHETS GRAN 4MG 14 123,548,172 29.62 396,142 16.85
MONTIGET TABS CHWE 5MG 14 67,439,349 28.57 218,428 16.81
 MARKET ANALYSIS:
MAT ~ 09/2023 MAT ~09/2023 MAT ~ 09/2023 MAT ~09/2023
VALUE Rs + ~09/2022 UNIT UNIT +~09/2022
VENTEK SEA 218,427,797 -4.85 581,127 -7.64
VENTEK TABS F.C. 10MG 14 208,907,039 -3.74 550,755 -6.76
VENTEK TABS CHWE 5MG 14 9,253,280 7.98 29,672 3.01
VENTEK SACHETS 4MG 28 230,000 -93.95 536 -94.01
VENTEK TABS CHWE 4MG 14 37,478 -77.95 164 -77.63
MNTK MTR 164,014,321 4.42 295,432 -17.23
MNTK TABS F.C. 10MG 28 162,618,446 5.38 291,827 -16.41
MNTK TABS CHWE 5MG 30 1,377,884 -46.09 3,524 -47.72
MNTK TABS CHWE 4MG 30 16,065 -86.39 63 -86.39
MNTK TABS CHWE 5MG 14 1,926 -82.19 18 -82.18
FLOAID AB& 160,052,400 23.50 545,415 7.40
FLOAID TABS F.C. 10MG 14 122,347,914 24.32 407,953 8.08
FLOAID SACHETS GRAN 4MG 2G 14 21,368,920 29.14 72,331 13.54
FLOAID TABS CHWE 5MG 14 16,335,566 11.59 65,131 -2.33
ASTHIVEN SC1 139,799,354 26.98 771,393 0.02
ASTHIVEN TABS F.C. 10MG 14 124,250,234 26.04 696,548 -1.34
ASTHIVEN SACHETS GRAN 4MG 14 7,452,925 127.01 27,282 76.58
ASTHIVEN TABS CHWE 5MG 14 4,992,146 37.80 33,417 9.76
ASTHIVEN TABS F.C. 5MG 28 1,594,326 95.11 8,374 95.11
ASTHIVEN TABS F.C. 10MG 28 1,509,723 -60.20 5,772 -61.71
BEASY B6H 125,604,382 -0.69 461,546 -7.76
BEASY TABS F.C. 10MG 14 54,224,023 -16.01 166,300 -20.91
BEASY SACHETS GRAN 4MG 14 52,761,780 16.40 207,689 0.25
BEASY TABS F.C. 5MG 14 13,408,858 0.95 58,740 -8.34
BEASY TABS CHWE 4MG 14 5,209,721 57.39 28,817 53.18
 Current Scenario:

Effective KOLs Engagement Plan Personalized activity

(Conversion of KOL to KPL) driven sales mindset

Brand Differentiation /
Capacity Building of HCPs
TOMR (Top of Mind Recall)
PACK of SPOT +
RX. SPREAD
 VISION / STRATEGY (2023-24)

Brand Activation for Engage./Conversion

(Awareness/Noise level)

Market/Institutes Penetration

Concept Building Measures

Digitalization/Artificial Intelligence

Training & Development

Customize/Regional Marketing Initiatives

 Marketing Activations – 1st Half 23-24
The Art of Habits to Unlock your true Potential
(09 Workshops / 178 One to One Presentations) :

Independence Day / World Children Day Celebrations with Digital Activations

(33 Hospitals / 41 Wards)

AI MED CONNECT (Shaping the Future of Medical Excellence) - 02

Workshops

Medical Facilitator Workshop

(Healing Place – Healing Hearts Healing Minds)

Family & Friends CPR Workshops & BLS Workshop

 Major Breakthroughs

Major Breakthroughs
Penetration in 33 Hospitals / 41 Wards

Capacity Building of HCPs

1st Time Medical Facilitator Workshops

JUL - 23 AUG - 23 SEP - 23 OCT - 23 NOV - 23 DEC - 23 Addition of KOLs

TGT 104925266 116771667.4 116771667 121200565 121200565 124873309
14
ACH 82821951 101050261.9 106746713 116984676.3 125833303.5 133761520.9
92 3 4 1
% ACH 0.789342301 0.865366267 0.914149088 0.965215602 1.038223737 1.071177836 Kind Incentive
977104 604439 922401 171492 15832 00978
 No. of Customers

Jul-23 Dec-23 CH GTH (%)

Cebosh 200 mg Tab. 944 2,173 1,229 130
Cebosh 30 ml 3,950 5,362 1,412 36
Cebosh 60 ml 419 565 146 35
Cebosh DS 2,443 3,763 1,320 54
CEBOSH 7,756 11,863 4,107 53
BSY Sachet 748 1,426 678 91
BSY 4 mg TAB. 147 298 151 103
BSY 5 mg TAB. 387 768 381 98
BSY 10 mg TAB. 1,012 1,683 671 66
BSY 2,294 4,175 1,881 82
Total 10,050 16,038 5,988 60
 Brand Activation for Engagement / Conversion
Independence Day 2023
Objectives:
 Create Enough Awareness to Generate the Demand
 Top of Mind Recall, Brand Hammering, Relationship Building
 Getting the Emotional Benefit

To get the extra mileage and for good-will gesture, we are planning to celebrate Pakistan Independence Day
in the month of August 2023 for the following reasons;

 Prestigious Giveaway - Digital Vacuum Flask (Digital Printing of Flag) to create brand personification in minds of

doctors 850 Leading Pediatricians engaged

 Cake Cuttings / Coloring Book with Pencils will be distributed amongst the admitted kids at the most key

potential accounts/areas to create the noise level/emotional engagement

29 Leading Hospitals (41 Wards) captured

ASP: 1.18 mio

Period: Aug 2023
 Roll Out Plan:
No. of
S.No. Station Name of Hospitals Name of HOD
Wards
Dr Ashfaq/Dr Mohsina/
1 KHI NICH/Abbassi Shaheed 4
Dr Sultan/Dr Ibrahim
2 QTA Children/Civil Dr Habib Ullah/Dr Mubin 2
Dr Shazia/Dr Farzana/Dr Ali Akbar
2 Hyd/Nwb/Lrk LUMHS/MCH/SZ 4
/Dr Shankar
3 Khairpur, Suk City Govt. Hospital Dr Kamran Shahani 1
Dr Azam/Dr Nusrat/Dr Asif/Dr Ameer
4 Mux/Bwp/Ryk Nishter/Children/BVH/SZ 6
/Dr Saleem/Dr Mukhtar
Dr Junaid/Dr Javed/Dr Khalid/
5 LHR Children/Ganga Ram 5
Dr Nasir/Dr Naveed
6 GRW DHQ Dr Azhar 1
7 FSD/SGD/SHW Allied/Faisal Masood/DHQ Dr Hina/Dr Khawaja/Dr Farah 3
8 ISB/Mirpur/Abbot PIMS/Holy Family/DHQ/Ayub Dr Maqbool/Dr Israr/Dr Iftekhar/Dr Tahir 4
9 PWR/MRD LRH/HMC/KTH Dr Ameer/Dr Aqeel/Dr Sabir/Dr Fazil 5
10 Kohat Liaquat Memorial/DHQ Dr Sajid/Dr Mujhtaba 2
11 DI Khan DHQ/MM Teach. Hosp. Dr Farman/Dr Taj 2
12 Swat Saidu Teaching Dr Ihsan Ul Haq 2
Total 29 41
 Brand Activation for Engagement / Conversion

Off the Grid

(Lifestyle without the support of remote infrastructure)

Objectives:
 Promoting
Promoting the
the reading
reading habits
habits to
to strengthen
strengthen the
the leadership
leadership skills
skills
 Conversion
Conversion of
of non-prescribers
non-prescribers to
to prescribers
prescribers
Leading doctors being targeted who has the reading habits & willing to improve
Work Life Balance through Leadership Skills;
Top Paeds, RMOsRMOs)
500 (Paeds,
 Workshops will be conducted in the leading institutes wards / KFC
 The 7 Habits of Highly Effective People Book will be given to them post workshop
Top Paeds, GPs GPs)
1000 (Paeds,
 One to one presentations
 The 7 Habits of Highly Effective People Book will be given to them
Major
Major stations
stations KHI,
KHI, HYD,
HYD, MUX, LHR, DG
SKR, MUX, Khan,
LHR, GRW,BWP being
FSD, RWP,exposed
PWR, SWT will be exposed

Period:
Period: July
July - Dec - Dec 2023
2023-24
Customer Engagement
Workshops
One to One Presentations
No. of
Name of
Station Name of HOD HCPs
Hospital
No. of HCPs Exposed
Station
Exposed
Karachi Abbassi Shaheed Dr. Sultan 16

Dr. Junaid / Dr. Khalid /

Karachi 56 Lahore Children Hospital 34
Dr. Javed

Lahore Ganga Ram Hospital Dr. Naveed 21

Lahore 69
Family
Lahore Dr. Shahid 24
Physician Society

HYD / NWB 31 HYD LUMHS Dr. Farzana 32

NWB MCH Dr. Ali Akbar 28

MUX / DG Khan 22 Multan Nishtar Dr. Azam 22

DG Khan DHQ Dr. Asma 18
BWP BVH Dr. Noureen 24
Total 178
Total 09 219
Family & Friends CPR / BLS Workshops @ Saidu Teaching Hospital Swat
Healing Place – Healing Hearts / Healing Minds Workshop @ Swat
 Brand Activation for Engagement / Conversion

To get the extra mileage and for goodwill gesture,

engagement campaign to stand-out Beasy amongst the
competition with the following reasons/objectives;

HAR SAANS HAI ANMOLExtending Quality

COVID-19 Outbreak, we are taking
extra preventive measures to protect
ourselves from any accidental
ramifications.
Care / Paying
Since Healthcare Professionals (Doctors) Period:
Tribute to theSep / Oct 2023
play a pivotal role in rendering quality
care / healing to humanity in every
challenging time at a high risk. Caring
NoHands
of HCPs Exposed: 1400 (5 each)
(HCPs),
WET WIPES
Shaping the Future of
Medical Excellence
ABBASSI SHAHEED HOSPITAL, KARACHI
SAIDU TEACHING HOSPITAL, SWAT
Kind Incentive for SPO/ASM/ZSM/BM:

Criteria: It is applicable for Sep - Dec 2023

 Who will achieve at least 100% & above total UNIT TGT Vs

ACH of Cebosh Range will be rewarded token of

appreciation each month

 Bag Pack, Air Buds, Smart Watch, Home Appliances - Iron,

Shaver, Toaster, Sandwich maker, Blender & Grinder

 Brand Activation for Engagement / Conversion

World Children Day 2023

Objectives:
 Create Enough Awareness to Generate the Demand
 Top of Mind Recall, Brand Hammering, Relationship Building
 Getting the Emotional Benefit
Description:
To get the extra mileage and for good-will gesture, we are planning to celebrate
World’s Children Day in the month of Nov 2023;
 Cake Cuttings / Coloring Books dissemination amongst the admitted Kids by the HOD at the most key potential
hospitals to create the noise level/emotional engagement
 Prestigious Giveaway/Table reminder for doctors - BMI Medical Ruler to address the stunting & wasting challenges
amongst the children / parents
 Top Notch HCPs - 5000 / 33 Hospitals - 41 Wards

Components:
 BMI Medical Ruler
 Cake / Coloring Books
 No. of
S.No. Station Name of Hospitals Name of HOD
Wards
1 Khi NICH/Abbassi Shaheed Dr Ashfaq/Dr Mohsina/Dr Sultan/Dr Ibrahim 4

2 QTA Children/Civil Dr Habib Ullah/Dr Mubin 2

3 Hyd/Nwb/Lrk LUMHS/MCH/SZ Dr Shazia/Dr Farzana/Dr Ali Akbar/Dr Shankar 4

4 Khairpur, Suk City Govt. Hospital Dr Kamran Shahani 1

Mux/Bwp/Ryk/DG Nishter/Children/ Dr Azam/Dr Nusrat/Dr Asif/Dr Ameer/Dr
5 6
Khan BVH/SZ/DHQ Saleem/Dr Asma
Children/Ganga Ram/ Dr Junaid/Dr Khalid/Dr Nasir/Dr Naveed/Dr
6 LHR/SKP 6
Mayo/Chidren Haroon/ Dr Dilbar
7 GRW DHQ Dr Azhar 1

8 FSD/SGD/SHW Allied/Faisal Masood/DHQ Dr Hina/Dr Khawaja/Dr Farah 3

9 ISB/Mirpur/Abbot PIMS/HolyFamily/ DHQ/Ayub Dr Maqbool/Dr Israr/Dr Iftekhar/Dr Tahir 4

10 PWR/MRD LRH/HMC/KTH/MMC Dr Ameer/Dr Aqeel/Dr Sabir/Dr Fazil 4

11 Kohat Liaquat Memorial/DHQ Dr Sajid/Dr Mujhtaba 2

12 DI Khan/Bannu DHQ Dr Farman/Dr Fazal 2

13 Swat Saidu Teaching Dr Ihsan Ul Haq 2

Total 33 41
 Vision Cebosh 30 Ml Suspension

Actual Forecast

Product Dec 2023 Jan 2024 Feb 2024 Mar 2024

Cebosh 30 ml Susp. 267,183 308,500 304,800 318,900

Quetta, Hyd, Badin, Thatta, Nwb,Ghotki, Kandhkot, Umerkot, Mux, BWP, Vehari,
Major Stations for
Lahore, Kasur, SKP, GRW, Jhang, Bhakar, Okara, TT Singh, RWP, Jhelum,
Activations
Muzaffarabad, PWR, Nowshera, Kohat, DI Khan, Bisham, Timergara
 MOST POTENTIAL BRICKS -
Plan of Action

This is the high time to convert key potential competition prescribers towards our brand CEBOSH
Prescribers through bull’s eye strategy (identifying the key CEFSPAN prescribers as per the
SALES ANALYZER Data and then convert it towards our brand CEBOSH prescribers through
brand activation)

Conversion of at least 3-5 key potential prescribers from top Bricks per month / SPO is the
minimum criteria and ensure its execution religiously to enhance the pool of customers /
prescribers and ultimately sales

The approach should be “Patient Centric”:

Its mandatory to get 10 patients from each doctor / month

Judicious Validation in weekly / monthly meetings for its proper execution accompanied with
chemist feedback and booking of orders / replenishment simultaneously
AI-Med Connect
Shaping the Future of Medical Excellence
 Workshops
01. Artificial Intelligence
A Little History

02. AI in Digital Marketing

Pros

03. ChatGpt
Master your Prompts

04. AI / ChatGpt
Applications

05. AI / ChatGpt
Exercises
 No. Workshops: 10
 Duration: Jan - June 2023-24
 No. of HCPs Exposed: 200
 ASP: 200,000
 AI MED CONNECT
CALENDAR / EXHIBITION
AI MED CONNECT Calendar AI MED CONNECT Exhibition

In major cities of Pak

KHI/HYD/MUX/LHR/FSD/ ISB/PWR/SWT

 No. of Exhibition: 10
 Duration: Jan - June 2023-24
 No. of HCPs Exposed: 3000 / 200
 ASP: 1.0 mio
 Brand Activation for Engagement / Conversion

Off the Grid

(Lifestyle without the support of remote infrastructure)

Objectives:
 Promoting
Promoting the
the reading
reading habits
habits to
to strengthen
strengthen the
the leadership
leadership skills
skills
 Conversion
Conversion of
of non-prescribers
non-prescribers to
to prescribers
prescribers
Leading doctors being targeted who has the reading habits & willing to improve
Work Life Balance through Leadership Skills;
Top 300
500 (Paeds, RMOs)
 Workshops will be conducted in the leading institutes wards / KFC
 The 7 Habits of Highly Effective People Book will be given to them post workshop
Top 350
1000(Paeds,
(Paeds,GPs)
GPs)
 One to one presentations
 The 7 Habits of Highly Effective People Book will be given to them
Major
Major stations
stations KHI,
KHI, HYD,
HYD, SKR,
SKR, MUX,
MUX, LHR,
LHR, GRW,
GRW, FSD,
FSD, RWP,
RWP, PWR,
PWR, SWT
SWT will
will be
be exposed
exposed
Top 10 leading teaching Hospitals will be engaged pan Pakistan

Period: Jan - June 2023-24

Period:
ASP: 0.5July
mio- Dec 2023
 LSP / CME / DAY OUT ACTIVITY:

Expected Total No.

ACTIVITY AREA Qty. Total Cost
Participants of HCPs

Local CME - APC KHI, HYD, 4 20 (Avg/Act) 80 80,00,000

LHR, RWP,
SWAT

Day Out KHI, HYD,

LHR, ISB
4 20 (Avg/Act) 80 20,00,000
Activity - APC

KHI, LHR,
LSP - APC 3 30 (Avg/Act) 90 14,00,000
RWP

Total 250 114,00,000

Ad&Pro: 114,00,000
Period: Jan - June 2023-24
 MISC ACTIVATION

No.
ACTIVITY AREA Cost Total Cost
of HCPS

800
Ramadan KHI, HYD, SUK, MUX, RYK,
LHR,GRW,FSD,RWP,PWR,SWT
Paeds/ 1500 12,00,000
Activity
GPs

700
KHI, QTA, HYD, NWB,
Eid Activity GPs/ 1000 700,000
LRK, MPK, SUK
Paeds

Total 19,00,000

Ad&Pro: 19,00,000
Period: Jan - June 2023-24
Kind Incentive:

Criteria: It is applicable for Jan - June 2024

 Any who will achieve at least 100% - 104% total UNIT TGT Vs
ACH of Cebosh Range will be rewarded token of
appreciation each month

 Any who will achieve 105% & above total UNIT TGT Vs ACH
of Cebosh Range will be rewarded token of appreciation
each month

 Bag Pack, Air Buds, Smart Watch, Home Appliances - Iron,

Shaver, Toaster, Sandwich maker, Blender & Grinder etc.
 Promotional Mix

Jan - 24 Feb - 24 Mar - 24 Apr - 24 May - 24

- Calendar Paper Weight Chit Block Rx. Pads

Drop Card - - Drop Card

 Evolution & Control
Reach – Frequency – Impact:
 Right Customer Selection (Prospecting) & Strong Follow-up
 Maximized coverage with right frequency of visits
 Improve Dr Chamber Performance through KPI

Marketing Activities:
 Timely execution of strategic campaigns
 Quality Promotional Material (Monthly basis)

ROIs & Brick Sales Analysis:

 Strong business asking against ROIs
 B3 (Building Bricks Business) Strategy & its implementation
 Corrective actions after sales review meeting

KOL Development Campaign:

Development of KOLs through scientific marketing activities

Work Hard Get Reward:

Appreciation, prizes & announcements for achievers
Thank You