Uploaded byDr. Zubair Ali
Marketing plan for glucometers - product management
This marketing plan proposes strategies to promote Glucometers in Pakistan. It begins with an overview of diabetes, prevalence of type 2 diabetes, and pathophysiology. It then analyzes the market, including the political, economic, and competitive landscape. Key competitors and their products are described. A SWOC analysis identifies strengths, weaknesses, opportunities, and challenges. The marketing strategy involves educational programs targeting patients, societies, and healthcare providers to increase disease awareness and position the company's glucometer as the preferred brand. Field force will connect with all stakeholders to drive sales and build relationships. Specific tactics target pregnant women, children, and general populations. Partnerships with diabetic societies are also proposed.
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Introduction to the marketing plan for glucometers by Dr. Zubair Ali.
Overview of diabetes mellitus, its types, prevalence (5-7% global rate), complications, and gestational diabetes.
Analysis of the geopolitical, economic, and competitive situations affecting the diabetes care market.
Description of various glucometers' salient features, including ease of use and advanced technology.
Strengths, weaknesses, opportunities, and challenges in the glucometer market, focusing on market presence.
Strategic marketing framework emphasizing education, awareness, and continuous diabetes control targets.
Diabetes Awareness Program focusing on maternal health, children, and public engagement with strategies.
Engagement strategies for doctors, paramedics, distributors, and retailers to enhance cooperation in the diabetes market.
Final notes on the marketing and engagement strategies presented.
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Similar to Marketing plan for glucometers - product management
Marketing plan for glucometers - product management
- 1. Marketing Plan For Glucometers By:Dr. Zubair Ali
- 2. 1. Disease brief1.Disease brief
- 3. The Disease • Diabetesmellitus is a progressive metabolic disease that is associated with significant morbidity and mortality. • The vast majority of people with diabetes are classified as having either type 1 or type 2. • Other types of diabetes include gestational diabetes and diabetes resulting from genetic conditions, surgery, drugs, malnutrition, infections, and other illnesses.
- 4. Prevalence of Type2 Diabetes • About 90% to 95% of all patients with diabetes have type 2 diabetes, which constitutes an enormous health problem throughout the world. • It has been estimated that 5% to 7% of the world’s population may be affected by the disease. • In reality, the prevalence of type 2 diabetes may be much higher since many people with the condition remain undiagnosed.
- 5.
- 6. Projected Increase ofGlobal Prevalence of Diabetes* Between 1995 and 2030
- 8. Pathophysiology of Type2 Diabetes • In people with type 2 diabetes, the disease gradually evolves from a state of normal glucose tolerance (NGT) to impaired glucose tolerance (IGT), and then to overt diabetes. • Once diabetes develops, blood glucose levels rise to high levels following meals, and remain high during the fasting state, thus producing both postprandial and fasting hyperglycemia. • Individuals who have developed IGT or IFG may be considered to have “pre-diabetes” and have a high risk for progressing to overt diabetes mellitus.
- 9. Diagnosis of Type2 Diabetes
- 10.
- 11. Acute Metabolic Complications Themain acute complications of diabetes are metabolic in nature. They include: • Diabetic ketoacidosis (DKA). • Hyperglycemic hyperosmolar state (HONK).
- 12. Chronic Micro- andMacrovascular Complications of Diabetes
- 13. Gestational diabetes mellitus •Gestational diabetes mellitus is hyperglycaemia which is first recognized during pregnancy. • Diabetes mellitus occurs in 3 to 5 % of pregnancies, but the incidence will probably increase as the incidence of obesity increases. • Gestational diabetes is routinely screened for at 24 to 28 week or, if women have risk factors, also during the 1st trimester. • A 50-g, 1-h glucose tolerance test is used for diagnosis; if the result is between 7.7 to 11.1 mmol/l, a confirmatory OGTT is done. If glucose is over 11.1 mmol/l, women are treated for the rest of their pregnancy.
- 14. 2. Market Analysis2.Market Analysis
- 15. Geo –Political Situation •unstable political situation due to : abrasion among leading political parties of the country War against terrorism Clash between local feudal lords and government in Baluchistan region Tension at Afghanistan border • Sense of insecurity and lack of law & order in the country
- 16. Economic Situation • Economicindicators although stable are under constant threat of collapse due to unstable political situation • GDP growth 4.3% (2009) – 4.8% (2010 ) • GDP- Per capita for 2009 is US $2400 • Health care expenditure 2.6% of GDP • Uneven distribution of wealth in the society
- 17. Competitive Situation • Highlycompetitive market • Aggressive promotions seen by major competitors like Abbot and Bayer • Generic meters due to their cost effectiveness are also capturing good market share
- 18. Optium Product Salient Features: •Large display numbers for easy reading • Fast and discreet testing Test starts automatically , just insert strip • Optional Confirmation beep • Clear backlit display for poor lighting conditions • Recalls up to 450 results with time and date Compact, light weight and durable design. 3 buttons make it easy to review your previous results or averages • Ideally shaped to fit comfortably in the palm of the hand 7,14and 30 days test average
- 19. Bayer’s BREEZE Bayer’s BREEZE® 2meter comes with a unique, easy-to-use 10- test disc that means you only have to load every 10 tests. There’s no need to handle individual strips. Plus No Coding™ technology helps ensure easy accuracy every time.
- 20. EasyGluco G2 The EasyGlucoG2 Blood Glucose Monitoring System features capillary action, and shows you if there is enough blood for an accurate reading. Features: • Alternate Site Testing Test from your forearm, thigh, calf, palm as well as fingers • Bio-sensor technology Provides accurate results • Fast results in just 9 seconds Saves you time and effort • Tiny blood sample size - 1.5 microliter This means less pain for you • Capillary Action Automatically draws blood into the strip • 200 test memory Helps you keep track of your results • 7-90 day averaging Allows flexible monitoring • 5,000 Tests Battery Life Compared to 1,000 for some of the other leading brands • Lifetime Warranty Assures easy meter replacement
- 21. Bayer's CONTOUR® USBBlood Glucose Monitoring System • Integrated AutoLog technology for intuitive meal marking • Brightly colored display and lighted test strip port – easy to read everywhere and anytime • Text messages instead of error codes • Rechargeable battery that can charge from any USB port • No Coding™ technology • Minimizes effects of many common interfering substances
- 22. Clever Chek Meter TaiDocTechnology Corporation Taiwan. Clever Chek doesn’t requires to set the meter's code to match the test strips. It’s so easy to use that people didn’t even have to read the owner’s manual.
- 23. Acon On CallPlus Glucometer
- 24. Accu-Chek Active Virtually Pain-freeTesting in 5 Seconds Things to do. Places to go. Whatever pace you live your life at, new Accu- Chek Active is with you all the way. In just 5 seconds, Accu-Chek Active delivers highly accurate results, whenever and wherever you need them. It's the quickest, best-looking system ever. If you don't want diabetes to slow you down, it's definitely the way to go.
- 25. Accu-Chek Performa • TheAccu-Chek Performa system delivers features that allow you to get accurate blood sugar readings easier and faster, so you can enjoy whatever style of life you choose and still be confident that you are monitoring your blood sugar with precision.
- 26.
- 27. SWOC Analysis STRENGHTS: WEAKNESS: •Market Leader • Strong after sales service • Active Field force • Lack of new technology • High priced OPPORTUNITIES: CHALLENGES: • Increased disease awareness • Training programs for doctors and paramedics • Overcoming price difference of generic products • Relationships with KOLs
- 28. 5. Marketing Strategy5.Marketing Strategy
- 29. Field force Connecting TheDots Patients Doctors Societies Distributers Retailers Paramedics
- 30.
- 31. Key Imperative 1. Educatemarket to ensure appropriate use 2. Make awareness regarding diabetic complications 3. Establish 24 hour continuous diabetic control as the goal 4. Highlight importance of Gestational diabetes and its control during pregnancy
- 32. Diabetes Awareness Program(DAP) Background The Diabetes Awareness Program will be launched with a view to support, enrich and involve the people linked with the disease of Diabetes. Objectives • Resonate with the consumers (patients) by creating a long term emotional bond with them through respective diabetic societies • Create awareness about Accu Chek and its advantages • Gain Brand support from Doctors Target audience & Channels Target Audience Patients registered with endocrine societies and diabetic hospitals Un-registered patients Target Channels • Endocrinologist, Gynecologists, other medical specialists and General Physicians all over the country Idea “DAP Into Your Life” A forum that propagates positivity, freedom and a sense of normalcy in their troubled lives. Activity • Next Slide
- 33.
- 34. Gestational diabetes andimportance of its control Help shape our future Key Issue Objectives Target Audience Tools Gestational diabetes and importance of its control 1. Create awareness among expectant mothers Establish role of diabetic control in pregnant women Expectant mothers Gynecologists Antenatal classes Blood sugar monitoring charts ACTION STEPS
- 35. Help shape ourfuture KPIs Probability of Success Impact Measurement Exposure of 10 – 20 pregnant females, paramedics and admin off per workshop KOLs development in all major institutes. 70% Sales in these major cities KOL feedbacks New patients on Accu Chek
- 36. Diabetes in Children Diabetesis not a disease, it’s a way of life Key Issue Objectives Target Audience Tools Awareness of disease & its control To highlight importance of diabetic control in children To encourage children to adopt healthy habits & modify their daily routine Diabetic children Endocrinologists Tool pack Accu-check monitors ACTION STEPS
- 37. Diabetes in Children KPIsProbability of Success Impact Measurement Exposure of 20 diabetic children. Brand ambassadors in these areas. 80% Sales in these cities KOL feedbacks New patients on Accu Chek
- 38. Kiosk Activities/ ProductDisplay Always there – for diabetic care Key Issue Objectives Target Audience Tools To block competitors’ penetration Being leader in the market Develop high brand recallibility Educated adult population Kiosk tables Pharmacists ACTION STEPS
- 39. Always there –for diabetic care KPIs Probability of Success Impact Measurement Participation in these events. 60% Sales in these cities New patients on Accu Chek
- 40.
- 41. Diabetes Update Background The DiabetesUpdate Program will be launched with a view to update the knowledge of general practitioners and others related with disease management. Objectives • To develop a long term relationship with the doctors by helping them update their knowledge. • Gain Brand support from Doctors Target audience & Channels Target Audience General practitioners RMOs Target Channels • Endocrinologists Idea Activity
- 42. Endocrinology Society To participatein all major events of Endocrinology Society and related events like World Diabetes Day
- 43. Concept of IslamicSupport Baitulmaal Process – Different in different cities – Process is simple – Present in every tertiary care – Will lead to increase access – Is a life long support to the patients once approved
- 44.
- 45. Knowledge is Power Objectives Toencourage & reward doctors For their work and contribution in Diabetes To create awareness among doctors regarding new diabetes management & updates research Idea Brainteaser “KNOWLEDGE IS POWER” Play & Win An Opportunity to attend the International Medical Conference Target audience & Channels Target Audience • Junior and Senior Doctors Target Channels • Hospitals • Societies Activity Scope
- 46. Knowledge is Power Activity progression WebSite Designing & Development Permissions Pre-Hype & registration Web Quiz Grand Finale
- 47. Knowledge is Power KeyIssue Objectives Target Audience Tools Institutional business 1. To develop key opinion leaders 2. To create brick walling against major competitors to secure our institutional business 1. Endocrinologists, Gynecologists & pediatricians practicing endocrinology 2. Major tertiary care institutes CMEs Ward activities Iftar dinners ACTION STEPS
- 48. Knowledge is Power KPIsProbability of Success Impact Measurement Exposure of 8 – 10 doctors per meeting developing relations with 8-10 consultants during Ramadan 70% sales of accu-check in related areas
- 49.
- 50. Patients’ Educators Key IssueObjectives Target Audience Tools To build relations with paramedics 1. To bring awareness and management updates in people managing Diabetes 2. To highlight the advantage of proper usage of Glucometers and diabetic monitoring Paramedics from tertiary care hospitals Educational booklets Small reminders
- 51.
- 52. Building relations withstakeholders Key Issue Objectives Target Audience Tools 1. Competition 2. Relationships with distributors 1. To discourage competition from gaining attention 2. To block generic and higher distribution profit margin brands Major distributors Foreign family trip Family lunch & dinners ACTION STEPS a target based plan will be given to overcome problems of low distribution margins by offering family lunch and dinner deals. The distributor with the highest contribution to our sales as per target will be rewarded with a foreign trip.
- 53.
- 54. Push Strategy Key IssueObjectives Target Audience Tools Replacement with generic meters 1. To build confidence of retailers in our products 2. To overcome issues of generic replacement Retailers Reward based point system ACTION STEPS 2nd qtr 2012 a reward based point system will be introduced for retailers which will encourage them to sell more and discourage them from replacing our meters with generic ones.
- 55. g. Our Teamg.Our Team
- 56. Building a successfulcareer Key Issue Objectives Target Audience Tools To retain our field force 1. Due to leader in the market and frequent trainings , other MNCs are offering more lucrative jobs to our employees 2. to retain our employees by not only offering monetary benefits but also providing them growth opportunities Field force Training ACTION STEPS
- 57.
Editor's Notes
- #30 The C4 team has made some modifications to the strategic imperatives this year due to new insights and new market dynamics, however the core strategy for the brand and core positioning remain unchanged. The strategic vision for Asunra has not changed. Asunra will transform iron chelation, it is not an incremental (evolutionary) step above Desferal. As a once-daily oral iron chelator, Asunra is opening up the possibilities to eliminate pathogenic iron across the many diseases where it might play a role. The brand positioning reflects the fact that Asunra will change the chelation paradigm and lead to treatment earlier, and for previously untreated patients. It also communicates that iron overload is a serious “life-threatening” disease. There are 5 strategic imperatives that drive our key actions. These represent a slight modification from the imperatives communicated in the 2005 plan. Simultaneous focus of effort on conversion and expansion to drive fast sales uptake. Last year we talked about “rapid conversion of currently chelated patients”. Based on new insights into customers, consumers and learnings from the US market, the focus of effort needs to be on both conversion and expansion from launch. This is because we are seeing 40% of sales in the US come from previously untreated patients, supporting the fact that our key audiences are receptive to the need to treat messages. It is also due to the insight that currently chelated patients may be more reluctant to switch from Desferal or combination therapy until there is more experience with Asunra. By deploying our resources to go after both market segments simultaneously, we maximize our early sales success and build a strong foundation for the future. Make treatment of iron overload a priority We know that customers understand what iron overload is, and what the consequences are. We know from market research that physicians “visualize” individual patients when we talk to them about iron overload – this is probably because it is a relatively rare condition for most hematologists so they think about their patients with the condition. This is why patients figure so prominently in our “ripple” campaign. We need to get customers to think about and make treating iron overload a priority for each and every one of their patients who have had more than 20 units of transfused red cells and/or a ferritin level greater than 1000 ug/L.. Establish 24 hour continuous total body iron chelation as the goal of therapy Based on market research, and a competitive war games exercise, we came to the insight that it will be very difficult to “take over” the cardiac iron story from Apotex/Ferriprox. For this reason our strategy is to change the story. We know that physicians understand that you need continuous protection from iron overload, and intuitively understand that all organs are important, not just the heart. In market research, some physicians clearly were able to link the fact that if you have good chelation coverage all of the time, you will not get into cardiac iron problems. We are testing simple ways to tell this story under the working title “complete chelation”. More information about this new imperative will be make available as it is developed and translated into the brand book. Drive high persistency and compliance with Asunra This imperative is unchanged from last year. We have insight that compliance and persistence is much more complex than simply moving from parenteral to oral therapy. We also have learnings from Glivec/Gleevec, where we see compliance to life-saving medication at 65-70%. Since we know that it takes less investment to keep patients on therapy, than to get new patients on therapy, we need to plan for C&P programs from the time of launch. Accelerate LCM work. Start primary iron overload program and other lead LCM areas. This imperative is unchanged from last year, however the sense of urgency is new. We believe, based on our market learnings that Genzyme will focus development of Deferitrin on primary iron overload. It is an imperative that we beat them to market in this indication. We also know that the availability of an effective oral iron chelator has stimulated much interest in the role of iron depletion in a number of diseases. To maximize the life cycle opportunity we plan to explore these LCM opportunities simultaneously instead of sequentially.