market research oncology

market research oncology

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  MARKETING RESEARCH ONCOLOGY SUBMITTED BY D.SAIKUMAR K.SANTHOSH M.AKHIL V.VENKANNA SUBMITTEDTO Dr.G.SURESH ASSIGNMENT
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  INTRODUCTION  Cancer isdefined as a disease which occurs as a result of changes in group of normal cells with in the body which leads uncontrolled growth resulting in formation of tumours (except blood cancer). MARKET SIZE  Cancer drug market was valued at US 112.90 billion in 2016 and is expected to grow US 161.30 billion by the end of 2021,growing at a CAGR of 7.4% between 2016-21. 37% 28% 5% 6% 18% 2%4% CANCER TYPES BLOOD CANCER BREAST CANCER GASTRO INTESTINAL CANCER PROSTATE CANCER RESPIRATORY  Geographically, North America, dominates the market followed by Europe. North America accounted for about 40% share in the overall oncology drugs market in 2016.  Blood cancer segment dominated the market. INDIAN CANCER MARKET SIZE  Indian oncology market is INR 3831 Cr. in 2016 at a CAGR of 15.46 percent.  Cancers of oral cavity and lungs in males, and cervix and breast in females, account for over 50 percent of all cancer-related deaths in India at present.  In India, there are 28 lakh prevalent cases of all types of cancer, while at least 8 lakh new cases are being witnessed every year.
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  TOP 3 KEYPLAYERS IN INTERNATIONAL MARKET(BRAND) Company ROCHE NOVARTIS AMGEN THEME “PIECING TOGETHER THE BIG PICTURE FOR THE FUTURE” “NO PIPELINES JUST PIPE DREAMS” “POWER TO RESTORE LIVES” MARKET SHARE 29% 18% 9% REVENUE 28.8$ US BILLIONS 14.3$ US BILLIONS 7.9$ US BILLIONS BLOCKBUSTER DRUGS AVASTIN-6.8%. HERCEPTIN-6.6% RITUXAN-6.3% TARCEVA-1.4% XELODA-1.6% ZELBORAF-0.4% KADEYLA-0.5% PERJETA-0.3% GLEEVAC-4.7% SANDOSTATIN-1.6% AFINITOR-1.5% TASIGNA-1.5% EXJADE-0.9% FEMARA-0.4% KYPROLIS-3.2% NEUPOGEN-1.4% NEULASTA-1.3% BLISCYTO-1.1% XGEVA-0.3% SEGMENTATION, TARGETING ,POSITIONING: Segmentation is done by the 1.types of cancer, 2.therapy of cancer 1.Immuno therapy(14%) 5.surgery(20%) 2.Targeted therapy(18%) 6.others. 3.Chemo therapy(39%) 4.Hormone therapy(6%)
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  MARKET ENTRY STRATEGY COST-SHARING STRATEGY.  RISK SHARING STRATEGY.  PAYMENT BY PERFORMANCE. TARGETING BY GENDER WOMEN MEN Breast 32%* Lung & Bronchus 12% Colon & Rectum 11% Uterine Corpus 6% Ovary 4% Non-Hodgkin Lymphoma 4% Melanoma of the Skin 4% *Prostate 33% Lung & Bronchus 13% Colon & Rectum 11% Urinary Bladder 6% Melanoma of the Skin 4% Non-Hodgkin Lymphoma 4% Kidney 3% TARGETING BY RISK 1.Smokers 2.Second Hand Exposure 3.Occupational Exposure POSITIONING THE BRAND 1.valued segments 2.value proportion 3.value network “Patient experience is strategy-critical” COMPANY ROCHE DR.REDDY’S NATCO PHARMA THEME “PIECING TOGETHER THE BIG PICTURE FOR THE FUTURE” “GOOD HEALTH CAN’T WAIT” “MAKING SPECIALITY MEDICINES ACCESIBLE TO ALL” MARKET SHARE 23% 18% 12% MARKET REVENUE 869 INR CRORES 680.58 INR CRORES 374 INR CRORES BLOCKBUSTER DRUGS AVASTIN HERCEPTIN RITUXAN Oxaliplatin Reditux Lenangio SORAFENAT GEFTINAT VEENAT
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  QUESTIONNAIRE TOWARDS DISTRIBUTION WHAT IS THE MECHANISM OF DISTRIBUTION?  WHAT ARE THE PRICE AND PAYMENT OPTIONS?  AS CANCER PRODUCTS ARE QUIET EXPENSIVE DO YOU PROVIDE ANY PRICE DISCOUNTS?  HOW MANY REGIONAL WAREHOUSES DID COMPANY HAVE? “DOCTORS CALLS THE DISTRIBUTOR/ SALES REPRESENTATIVE FOR DRUGS … THAT IS THE ONLY THING THAT HAPPENS IN ONCOLOGY SEGMENT”
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  TIERS OF DISTRIBUTION/TYPESOF TRADE MARGIN  Distribution type used is cold chain distribution.  The software used to operate the data is SAP.  Every company have the regional warehouses from the drugs get transported to its final customer.  For the distribution of the drugs the companies utilizes the services of air cargo with definite time and temperature requirements  BARRIERS TO COMMUNICATION IN SCM.  As we are in the era of digitalization at present there are very minute barriers in communication. Picture 1
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  DATA ANALYSIS ANDINTERPRETATION The survey was conducted in JUBILEE HILLS,BANJARA HILLS and SEC.BAD to have a better view of management of cancers. Doctors managing cancers are: Medical Oncologists Surgical Oncologists Radiation Oncologists Urologists QUESTIONNAIRE TO PHYSICIAN 1.What is your preferred treatment option for xxxx cancer patients? 1.Immuno therapy(14%) 5.surgery(20%) 2.Targeted therapy(18%) 6.others. 3.Chemo therapy(39%) 4.Hormone therapy(6%) 2.What are the top three medications you prescribe to the patient?(breast cancer) 1.armidex(DR.REDDY’S)-31% 2.anastronat(NATCO PHARMA)-41% 3.Herceptin(ROCHE)-28% Target Group J.HILLS B.HILLS SECUNDRABAD Med Oncos 1 1 1 Sur Oncos 1 1 - Rad Oncos 1 - 1 Uros 2 - 1 Total 5 2 3
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  • 3.What typedo patients prefer? A.LONG ACTING ORAL DOSAGE FORMS (45%) B.INJECTION FORMS(20%) C.RADIATION TREATMENT D.SURGERY (20%) • 4.In your practice what would be the median age of a newly diagnosed xxxx cancer patient? A.20-30(9%) B.30-40(35%) C.40-50(30%) D.>50.(25%) • 5.In your practice out of total xxxx cancer patients,what is the percentage of patients in each state? 9% 19% 30% 42% 7% 8% 13% 72% 0% 10% 15% 75% 8% 14% 38% 40% 0% 20% 40% 60% 80% 100% Stage I Stage II Stage III Stage IV %OFPATIENTS Radiation Oncologists Surgical Oncologists Medical Oncologists Urologists