global cro scenario & marketing strategy(4)

8/3/2019 Global CRO Scenario & Marketing Strategy(4)

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Global CRO Market and BusinessStrategies for Indian CRO


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Global Pharma Scenario

USA 47% of global sales - US $650 bn. sales. Growth 8%.

USA, Europe and Japan contribute 80% sales

E7 countries - Brazil, China, India, Indonesia, Mexico, Russia and Turkey - accountingaround one fifth of global pharmaceutical sales.

No.1 Company Pfizer.

No.1 drug Lipitor (Atorvastatin) company- Pfizer. Sales US $12.9bn.

R&D expenditure US $40 bn

By 2020 the pharmaceutical market is anticipated to grow more than double to $1.3 trillion


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Top Ten Therapeutic Areas:

8.3%6.04%Anti-Infective

6.05%5.35%Dermatological

7.5%6.04%Gynecological

Slow growing

3.5%17.46%Gastro Intestinal

Steady

8.5%9.98%Pain/analgesic

8.9%9.66%Respiratory9.9%10.18%Cardiac

13.0%9.52%Neuro/CNS

15.0%5.00%Anti-diabetic

23.4%4.06%Oncology

Fast growing

Value growth (%)Market share (%)Therapeutic area


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India - Natural choice for CR services

1,00,000,000+ Potential Study Subjects

30 million patients with cardiovascular diseases

25 million with Type 2 diabetes

10 million with psychiatric disorders

2 million cases of cancer with 5,00,000 cases detected every year

600,000 practicing physicians

14,000 hospitals

7,00,000 beds

17,000 medical graduates per year


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Right patient pool

Genetically & culturally diverse population

Patients from multiethnic and multiracial backgrounds

Availability of Medical, Pharmacy and Science graduates

Excellent infrastructure facilities

Comparative cost advantage

Changes in the Patent Laws

Healthcare professionals think, speak & write in English - 100 million English

speaking people (Largest outside US)

India Offers


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Global Business Opportunity

Indian CR industry will witness a business of Rs 10,000 crore creating a demand of

50,000 professionals in the next 5 yrs.

By now, upto 30% of global trials takes place outside USA & Western Europe

India can capture approximately $1 billion worth of Global clinical research spending by

2010.

Data Management Forms 40% of the Business

Total Opportunity size for Data Management is 400-600M USD which will be outsourcedto India

Last year Wyeth alone outsourced 3 million pages of CRF to Accenture at Bangalore

India has all the ingredients to conduct Clinical Research to tap $70 billion opportunity in

Clinical Research and Clinical Data Management System.

Today India is identified as a major resource center for

conducting clinical trials and data management

services.

* - Source:McKinsey


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CRO Industry Analysis


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Widening Operations of CROs

Over 50 CROs in India

Many pharma Cos. have their own CR Units conducting trials in 80-100government & private hospitals.

E.g. Eli Lilly is conducting 17 global & local CTs in 65 locations

No. of companies participating in CR is increasing

Large Indian pharma companies (DRL, Ranbaxy, Wockhardt, Sun Pharma,Lupin) working on NCEs, have established their own CR units to conducttrials for their new molecules.

IT Companies (Cognizant, HCL, IBM, Infosys & TCS), making investments inData Management


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Clinical Research Organizations - Revenues

CRO

Revenue growth worldwide, 1993-2007

1.62.4

3.6

5.5

7.7

9.3

14.4

0

2

4

6

8

10

12

14

16

1993 1995 1997 1999 2001 2003 2007

Market size

(USD in Billion)

Source: SMA Report


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CRO Industry analysis(Value in USD-Billions)

Phase I,

6.09%

Phase II-III,

19.13%

Phase Iib / IV,

16.52%

Central lab,

12.17%

Other, 28.70%

Preclinical,

17.39%

Source: SMA Report


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Business Challenges

0

1 1

2

1 1

3

0

2

1

0 0

1

0

1

0

0.5

1

1.5

2

2.5

3

3.5

Phase I Phase II Phase III

Regulatory Issues Retention of Human capital

Competition Quality & Delivery Time

Improve Patient Recruitment


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Marketing Strategies for theBusiness


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Marketing

Marketing Management the art and science of

choosing target markets and getting, keeping andgrowing customer through creating, delivering andcommunicating superior customer value.


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Strategy crafting

Who are we

Who do we sell to The USP

Our Portfolio

Marketing calendar


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Marketing Process

Marketer

Divides

Market in segments

then decides

The target market

and develops

Market offering (can be product, service, info, experience)

which is

Positioned asdelivering somecentral benefits


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Market Segments

Consists of consumers who respond in a similar way to agiven set of marketing efforts

Geographic Demographic Psychographic Behavioral factor

Neeman

Geography Capital Basis Business Sector

USA Europe SE Asia Large-Cap Mid-cap Small-capPharma / Biotech


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Target Marketing

Involves evaluating each market segments attractiveness andselecting one or more segment to enter

Undifferentiated or Mass Marketing

Differentiated or Segmented Marketing

Concentrated or Niche marketing

Micromarketing (Local or Individual Marketing)

Neeman

Pharmaceutical Biotech Device CRO


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Market Positioning

Arranging for the product or service to occupy a clear,distinctive & desirable place relative to competing products in

the minds of target consumer. It includes developing amarketing mix for each segment

Neeman has positioned itself as:

A CRO that provides full range of Clinical research services to globalpharma/biotech and device company

Meeting timelines with assured quality standards

Operations spread all over India

Medically qualified staff


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4 Ps

Product / Service Customer Solution

Price Customer Cost

Place Convenience

Promotion Communication


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Managing Market Effort

Analysis

Planning Implementation Control

Develop StrategicPlan

DevelopMarketing Plan

Carry outthe plans Measure results

Evaluate results

Take correctiveactions


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Thank You

global cro scenario & marketing strategy(4)

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