Overview on pharmaceutical industry

Overview on Pharmaceutical
Industry
Prepared By : Mitesh J Shah
Submitted to : Mr. Pratim Vora

Overview on Pharmaceutical Industry
Stevens Business School, Batch 2009 - 2011 Page 2
TABLE OF CONTENT
Sl. No. Particular Page No.
1 History of Indian pharmaceutical Industry (IPI) 04
1.1 Indian Pharmaceutical Domestic Market 04
1.2 Growth of Indian Pharmaceutical Market 04
1.3 Reasons for Growing of Pharmaceutical Industry 05
1.4 Type Of Company in India according to their Turnover 05
2 Detail of Customers of Pharmaceutical Industry 05
3 Type of Domestic Marketing 07
4
ORG (Operational Research Group) or IMS ( International
Management Services)
09
5 CMARC (Centre for Management Analysis and Research Consultancy) 09
6 Pharmaceutical Distribution 10
6.1 Medicine Distribution 10
6.2 Surgical Channel of distribution 11
7 Sales Team 12
8 Marketing team or Brand Management Team or PMT 13
9 Policy Maker 14
10 DPCO (Drug Price Control Order) 15
11 Pricing in Pharma Industry 16
12 Changing Playfield and Global Opportunities for Pharma Industry 17
13 Brand Plan 19
14 Conducting Briefing Meeting 21
15 Issues of Pharma Selling 22
16 Role of Various Field Staff 22
17 Tour Program 24
18 Reporting System 24
19 Kind Of Report for Sales Force 25

20 Sales Administration Department 26
21 Budgeting 27
22 Credit Control 28
23 Costing and Finance 28
24 Billing 30
25 Sales Team Division 31
26 Trade Union in India 31

History of Indian pharmaceutical Industry (IPI)
 1st
pharmaceutical in Indian company was started during 1901 at Kolkata which is “Bengal
chemical”
 Than 2nd
pharmaceutical industry is Dey’s chemical
 1939 – Sarabhai Pharmaceutical
 1945 – Cadila Labs (By Mr. Indravadam Modi)
 1949 – Alembic
 1950 – Alkem
Indian Pharmaceutical Domestic Market
 Indian pharmaceutical Domestic Market can be divided into
o Ethical Market
o Ayurvedic Market
o Surgical disposable Market
o Homeopathy
o Disinfectant
 Total Allopathic Medicine formulations are around 40,000 crores and it is increasing per year by
16.5%
 Total number of registered companies in India are more than 31000
Growth of Indian Pharmaceutical Market
Year MNC Sales Indian Company’s Sales
1980 – 1990 75% 25%
1990 – 2000 60% 40%
Current financial year 2010 30% 70%

Reasons for Growing of Pharmaceutical Industry
 Population
 New Drugs
 New Diseases
 Life Style Medicines
Type of Company in India according to their turnover
Type of Company Turnover per Year
Large Indian Company >500 Crores
Medium Indian Company 100 to 500 Crores
Avg. Indian Company 20 to 100 Crores
Small Scale Indian Company 1.5 Crores
Details of Customers of Pharmaceutical Industry
 Total Qualified Doctors in India according to 2009 year data – 7 lakh doctors
o 4 lakh are General Practicener – MBBS
o 1 lakh are MD Phycisian
o Specialist Doctors are
 Gynecologist
 Pediatrics
 Surgeons
 Dentist
 ENT
 Orthopedic
 Dermatologist
 Ophthalmologist
 Anesthetics
o Super Specialist
 Psychiatrics (around
4000)
 Oncologist (around
900)
 Cardiologist ( around
3500)

 Diabetologist
(Endoscanologist)
(around 900)
 Neurologist (around
2000)
 Gastrologist (around
3500)
 Nephrologists (around
800)
 Urologist(around 1500)
 Radiologist (around
4000)
 Chest Specialist (around
5000)
 Interventional
Cardiologist (around
500)
 Maxillofacial Surgeon
(around 500)
 Plastic Surgeons / Burn
Specialist (around 1200)
 Rheumatologist
(around 100)
o Other customer
 BAMS for Ayurvedic
 BHMS for Homeopathic
 RMP – Registered Medical Practicener
 LMP – Licensed Medical Practicener
 Quacks – Not a doctor but compounder with 10 to 15 year experiences in
medical field under physician

Types of Domestic Marketing
Ethical Marketing
 It is Prescription based marketing. Sells by prescription is known as Ethical Marketing.
 The main challenge in this kind of marketing is that how to change the pe n habit of
physician to prescribe our brand…
 Eg: Job of Medical Representative (MR)
 Prescription written by doctors often meet with MR
Generic – Branded Marketing or Replacement of Branding
 Not prescription based selling. Push sell by chemist is known as Generic Marketing.
 Margin for all brands under generic marketing is very low.
 Here PTD is 3 to 5% and PTR is 5 to 7%.
 Stockiest is different in case of generic marketing.
 Sales on chemist table
 50% cost of original brand
 Eg: Desprine – Brand Name and Aspirine – API (Active Pharmaceutical Ingredient)
PG or PCD Marketing
 PCD or PG means Propaganda cum Marketing as well as it can be said Prescription cum
Marketing
 20% to 30% commission is given to doctors on business obtain from them.
 It is worst form of Marketing
 Here dispensing comes from doctors only.
 Eg: Doctors buys Medicine and than directly sell to their patients
 Doctors have family medical store
 Mostly done by
i. Psychiatrist
ii. Dermatologist

Surgical good selling
 Hospital and poly clinic are interested in surgical marketing.
 Not prescribed products.
 It is no separate purchase department of company.
 Margin is very thin around 2% only.
 Totally unethical business.
 Ahmadabad is the largest in India for IV set
Tender Business
 Purchase department is there.
 Distribution channel to tender selling is different.
 Eg: Hospital(Civil) tender to supply medicine for 5 years

ORG (Operational Research Group) or IMS (International Management
Services)
 It is world’s largest market survey company
 Main centre is placed Baroda
 All database of Indian Pharmaceutical Industry
 It gives data of Sales
 Function of ORG
o Monthly survey
o Survey of Stockiest / Distributor
o Full Database of sales ( 1,60,000 stockiest on their Penal as now)
Format of MAT (Moving Annual Total)
o Month wise / Company wise / Brand wise / Area wise / Value wise / Unit sales
o Category wise / Growth figures / Purchase % / Re- Purchase %
 If repurchase % is more than purchase % that means it’s the indication of growing of product
sales or brand sales.
 They also go for Secondary Stockiest Audit (SSA)
 Cost is Rs. 48 lac per year for subscriber.
CMARC (Centre for Management Analysis and Research Consultancy)
 It is done at every 2 months.
 Here Rx audit is done which give data of prescription.
 They have 50000 Doctors in their Panels.
 Analysis of CMARC
o Rx / Bimonthly / No. of prescription / Written By which specialist / Indication (For Which
disease) / With co – prescription / Perceived Diagnosis / Prescribed cure
 Rs. 62 lac for one year subscription of CMARC

Pharma Distribution
For Medicines
company (Zydus)
C & F agent (Company depo in Indore)
• Carrying and Fowarding Agent,it is company Depo
• Commission is 4 - 6%, It belongs to company
• Bigger the company lesser the commision for C & F
• Bigger the company, Bigger the diposite for C & F
• Owenership is not transfered
• Challen is made . not billed
Stokiest
• Place order to C & F
Chemist, Nursing home, Hospital,
Dispensing Doctors

Surgical Channel
 Lots of rules and Regulation to Ethical sell
 While almost no rule to surgical sell
 As company big, commission is decrease for C & F
 As company big, Deposit value for C & F agent is increase
Company
Consigne Agents (Not company depo)
• Immediate payment to company
• More consignee in each state
• Goods are sold and bill is made
• 5.5 % to 7.5% commission is charged
• 30 days PDC (Post Dated Cheque) is given
Super Stokiest
• More super stokiest in each consignee
• 30 days PDC is given
Stokiests
Sub Stokiest

Sales Team
Vice Precident or Precident of sales
General Manager (GM)
National Sales Manager (NSM)
• India
Zonal Sals Manager
• North / South / East / West
Regienal State Manager (RSM)
• Minimum 5 ASM reporting to one RSM
Area Sales Manager
5 to 6 MR reporting to one ASM
Medical Representative (MR)

Marketing Team or Brand Management Team or PMT
 Responsibility of PMT
o He should be responsible for achievement of top line and bottom line of your allocated
brands or therapy
o Top line is achieving target of sales
o Bottom line is achieving target of profit
Vice Precident or Precident of Marketing
Area General Manager (AGM) / Depuity General Manager
(AGM) / General Manager (GM)
Group Product Manager (GPM)
• Most important person,Handle Complete therapy, Minimum 8 - 10 Brand
Product Manager (PM)
Depuity Product Manager (DPM)
Assistant Product Manager (APM)
• After 1 to 2 year of exeperience as P.E
Product Executive (P.E)
• 1 or 2 Brand manage, After 6 months of
exeperience as Management Trainee
Management Trainee

Policy Maker
 Old Drugs means more than or equal to 4 year in India
o Approval given by State FDA
 New Drugs means less than 4 year in India
o Approval given by DCGI
DCGI
• Drug controler general of India
• at DELHI
State DC
• State Drug Controllers
FDA
• Food Drug Administration
• Mostly one FDA / Sate
• Mr. Khoshia in Gujarat
DI
• Drug Inspector

DPCO (Drug Price Control Order)
 Drugs which are come under DPCO are as mentioned below…
o Life Saving Drugs / Commonly used Drugs
o Epidemic Drug
 Tuberculosis Drugs
 AIDS Drugs
o Oligopolistic Drugs
 Here only few sellers but lots of buyer
 Only 2 to 3 sellers or players have cover 80% market share
 Example:
 Ranitidine
o Total market is Rs. 180 crores annually
o Zyentak ( Glaxo ), Rantac (J B Chemical), Acilock (Cadila Pharma)
have cover around Rs. 160 crores market out off Rs. 18- crores
market of Ranitidine
 Life saving Drugs / Commonly used drugs
o Drugs which used for treatment of Acute life saving condition
o Acute drugs
o Not for chronic illness drugs
o For Example
 ICCU – Intensive
 Urokiness
 Streptokinase
 Insulin – Elli lily , Novo Nordisk, Biochem
 USV – for oral Anti – diabetic

Pricing in Pharma Industry
 Company : charge PTD (Price to Distributor) or NRV (Net Realise Value)
o From NRV company deduct all costs like marketing, production, distribution, manpower
cost and get Gross Profit (GP)
o If GP is more than and equal to 50% than management allow you to launch product.
 Stockiest : Charge 10 % Margin
o PTR (Price to Retailer) : PTD + 10% Margin
 Retailer : Earn 20%
o MRP (Maximum Retail Price) : PTR + 20% Margin

Changing Playfield and Global Opportunities for Pharma Industry
 New Technological Development like novel Drug Delivery System (NDDS)
 Increase Exports and CRAM (Contract Research and Manufacturing)
o Export is increase due to good quality level of Indian medicines
o Regulated market
 License is require for export
 Example : US – FDA
o Non Regulated Market
 No License is require for Export
o India has maximum US – FDA plans after USA
o Around 62 US FDA approved plant in India as per December 2009
 All are only Domestic Indian Manufacturing units
o China has 80 US FDA approved plant as per December 2009
o Hypothetical Example for making plant US FDA
 According to Schedule M Rs. 1 crore require for pharmaceutical manufacturing
plant. But it can not go for export
 According to WHO, GMP guideline, it require Rs. 2 to 2.5 Crores
 Export allowed to
o Russia
o Africa
o South Asia
 According to US –FDA guideline, it require Rs. 7 to 8 crores and than it can
export to anywhere in the world
 But before US –FDA audit , following audit must be require
 Audit from
o MHRA – U.K Approval
o MCC – South Africa
o ANVISA – Brazil
o TGA - Australia
 Maximum US – FDA approval plants are in Gujarat and Maharashtra
 More Patented Drugs available and Indian companies go for patent

o Minimum 10 to 20 years and around 5 to 7 billion $ require for one molecule to come in
the market and still lots of risk is attached with its success
 Increase clinical Trials and new research companies are opened.
o CRO – Clinical Research Organization
o VEEDA – At Ahmadabad is the biggest CRO in India
 Increase in competition
 Stringent law in pipeline
 More segmentation and niche marketing
o It could be according to
 Geographically
 Disease wise
 Population wise
 Therapy wise
o For example :
 Some company has only 15 members to promote its product – Niche Marketing
 Some company has more than 5000 members to promote its product – Mass
Marketing. But sometime it create SNOB EFFECT
 Companies are going to become more customer centric
 Increase in advertisement
 Increase in out sourcing
 Changes in government policies
 Increase in R & D
 Increase in DTP (Direct to Patient) which is not allow in India except OIC (Over the counter
product)

Brand Plan
Main Component of Brand Plan
o Executive Summary
o Qualitative and Quantitative
objective
o Situational Analysis
o Competition Analysis
o SWOT Analysis
o Key issues / Critical success
factor
o Strategies
o Tactics
o Sales Plan
o Contingency Plan
o Co – Promotion considerations
– Product Bundling
Outline of Brand Plan
o Objective
 Qualitative
 Quantitative
o SWOT Analysis
o Current Status and Future Prospectus
o Brands available in the market
 Current brands
 Future brands (Drugs are divided into 3 phase for launching)
 Phase one : launch
 Phase two : launch
 Phase three ; launch
o Prospects
 Who are our customers?
o Major players
o National opportunity snapshot from ORG
o National Brand opportunity snapshot from ORG
o Division nomenclature
o Team nomenclature
o Manpower deployment – summary
o Zone wise Head quarter detail

o Area coverage of Regional manager
o Reporting pattern
o Promotional tools
o Salary structure
o Target : Productivity wise
o Phase wise Brand Budget
o New brand’s budget - 3 years Road Map
o Pricing
o Consumption pattern
o Sales promotion plan
o Marketing Strategies
o Pre launch activity
o Actual launch activity
o Options for market strategies
o Venues
o Budget Expenditure

Conducting Briefing Meetings
 Every 2 to 3 months means 4 times per year
 Entire state teams are invited
 They all called at one place which is RSM HQ
 Meeting for two days
o Day one
 Entire marketing for current and new launch product
o Day second
 Half day for sales review of last 3 months
 Other half day of sales planning
 Tricks to handle sales people in meeting
o Ask for
 Call average
 Chemist average
 POB (Personnel Order Booking)
 Product Mix
 New Product sales
 Growth as compare to last sales
 Last quarter strategies
 MR Working pattern which help in meeting to control them
o Per day 12 calls for MR
o 25 Working days per month
o 5 chemist per day
o At least Rs. 1000 to Rs 2000 POB (Personnel Order Booking)
o Last two days of the month are allocated for closing of sales
o MR go to stockiest and C & F offices.
o Main Division
 Contain cream of Brand and manpower and doctors
 They have around 500 to 700 MR
o Speciality Division
 Around 20 – 120 marketing executive (ME)

 7 to 10 ME under one Area Manager
 Speciality division of some companies are
 US Vitamin – Oral anti diabetic
 Intas – GT track, Neuropsychiatric
 Sunpharma - Neuropsychiatric
 Torrent – Neuropsychiatric
Issues of Pharma selling
 Ethical issues
o Promotion overload
o Too many companies
 Doctors issues
o Fixed day and time of meeting to MR
o Fixed No. of MR
o Visit regulated once in 3 months
o Time of giving cards & time of actual calls
o Fixed No. of company’s MR to meet
o Waiting to MR
Role of Various field staff
 Medical Representative (MR)
o Implementation of promotional strategy
o Contact doctors , N/h , Co – hospital
o To give info about product
o Convince doctors to give Rx
o Make a network with retailers & chemist
o Make a network with stockiest
o Reporting
o Generation of order ( Retailer – POB – Stockiest )

o Questions asked to MR:
 Primary sales
 Order given by the stockiest to C & F is known as primary order.
 Secondary sales
 From the market any order which gives business to MR is known as
secondary sales. Which include
o Rx orders
o Retailer orders
o Nursing home Order
o Hospital and POB orders
o Dispensing doctors order
 Stockiest place order = (Primary order – secondary order) x 1.5 times
 Personal order booking ( POB )
 It helps to maintain relationship with chemist.
 MR gets competitive feedback from retailers
 Frequency of POB is important, not the Value of POB
 Call average
 How many calls MR have per day is known as Call Average.
 Coverage
 How many doctors you meet from your list in month is known as
Coverage.
 List of doctors of one MR is known as MCR (Master call Record)
 Repeat calls
 How many repeat call you made is known as Repeat calls.
 Repeating format is called as DCR (Daily call Record).
 Role of Area Manager (AM), state manager, Regional manager, zone manager, National
manager, VP of Sales
o All the faction of MR is also perform by them at their level.

Tour Program
Reporting System
• Submitted on 25th of monthMR - TP
• AM Approved MR – TP
• AM – TP Submitted on 26th of month
AM - TP
• RM approved AM -TP
• RM – TP submitted on 27th of month
RM - TP
• ZSM approved RM – TP
• ZSM – TP submitted on 31st of month
ZSM – TP
MR
ASM
RSM
ZSM
VP OF SALES

Kind of Reports for sales force
 DCR : Daily call report
o Report is submitted up to 25th
of month by MR
 Expenses Detail report
o Up to 1st
of month expenses detail report is submitted.
Place HQ Ex Station working Out station
Daily Allowance Rs 100 per day
- Rs 110 to 120 per day
- If > 50 km than MR
gets Rs 1.5 to 2 / km
extra
- Rs 175 to 200
- Local rickshaw
transportation + Bus /
2nd
Class Train are
 TP : Tour program
o Up to 28th
of month TP is submitted
 Weekly reporting
o Mostly submission is on Wednesday
 Monthly reporting
 Basic tool program ( BTP )
o It is a blue print for monthly Tour Program
Sr.
no
Day Place Category Kms Charges Allowance(Rs)
Fare
(Rs)
Local
(Rs)
Total
(Rs)
1 1 Ahmedabad HQ - - 100 - - 100
2 2 Dhodaka Ex 80+5 30+5 110 - - 145
3 3 Idar
Out
Station
160 - 150 80 30 260

 DWP : Daily work plan
o Only prepared once per year
Sr. No Day Dr. Name
Business Expected
Monthly
Products to be
Promoted
 All of above six reports are common for MR as well as ASM.
 RSM : Prepared TP and reporting will be weekly / monthly / TP / Expenses
 ZSM and SM : TP, Weekly report, monthly report, expenses report
Sales Administration Department – Head Quarter (Sales admin
Hierarchy)
 Do compilation of all reports of sales.
 Zone wise 3 to 4 people do this job and so on an average one person per state is required
 They give
o summary report
o Incentive calculation
o All India – state wise – Unit wise – Value wise sales report for product manager for his
product.
o All India last three months sales of same brand.
o All average and coverage report
o Utilization of inputs like gifts, samples, skims, Bonanza for retailer etc.

Budgeting
 Marketing Department
o Make sales budget
 Give guideline for sales budget
 Give data
 Example: Company decided to make 15% growth in next year
 In 7 main product , 30% growth
 Old Product only for 2 to 3 % growth
 New 5 Product – value of X Rs.
Sales Budget Sheet
Sr. No Brand Packets
NRV +
ED
January February
Total
Sales
Total
Unit
Total
Value
Unit Value Unit Value
o Marketing Budget
 Marketing budget include proper management and utilization of
 Gifts
 Samples
 Sponsorship
 Schemes
 Bonanza
 CME (Continuing
medical education)
 Advertisement
 Printing Expenses
 Meeting Expenses
 Incentives
 Transportation
 Expiry and good
returns
o Finance Budget made by finance department
o Factory department made production budget and make own budget
o Sales administration department mad e their budget
o Purchase department make their own budget

Credit Control
 C & F agent gives stock to Stockiest and they will give 21 days PDC to C & F.
 Type of Credits
o Credit period
o Credit limit
o Mode of payment
o Stockiest profile
o PDC
o Cash Discount
o Special Cases
o No PDC
Costing and Finance
 Each type of marketing needed different kind of costing
 Different types of cost
o R & D as well as F & D cost
o Production cost
o Inventory Cost
o Transport Cost
o Marketing Cost
o Regulatory Cost
o T & D Cost
o PM Cost
o Overhead
 How Unit fix MRP?
o It Is one of the great Strategic Decision which includes
 Competition Pricing
 New Marketing / Scientific gimmick
 Example:
o Ampicillin launch in mid 1970
o Amoxicillin launch in 1982 which is 2nd
larhet selling drug
o Cloxacillin launch in 1989
o Now combination of Amoxicillin + Cloxacillin launch in 1994
which has side effect of Diherria and for that SPOROLAC brand
lauch which contain Lactobacillas sparogenes also.
o New Launch brand is SYMBIOTIK of Cadila Pharmaceutical which
contain Amoxicillin + cloxacillin + Sporalac

 Monopolistic MRP
 Mostly on oncology department
 Example: Monoclonal Antibodies
o Company : E.Merch (German)
 Brand Name : Citaximab for Brest Cancer
 Price : Rs. 55000 per tablet
o Company : Roche (Germen)
 Brand Name : Rituximab for lung cancer
 Price : Rs 1,25,000 per 10 ml vial
 Example: Nimesulide
o Brand : Nise –Rs. 35 per 10 tablet
o Brand : Nimel – Rs. 45 per 20 tablet
 What kinds of Marketing company DO means depend on type of marketing
company choose.
 % of Gross contribution
 Fixed Cost
o R & D and F & D Cost
o Manufacturing Cost
o RM / PM
o Regulatory cost
o Finance / Administration Cost
o Overheads
 Variable Cost
o Marketing Cost (up to 20%)
 Sampling Cost (3%)
 Transportation Cost (In India than 4%)
 Inventory cost
 Return Goods (1%)
 T & D Cost
 HR Cost
 Incentive (2%)

Billing
 Billing cycle
 From the time bill is raise to the payment received
 Normally billing cycle is of 21 day
 Payment cycle is 60 days for 1st
deal for stockiest
 Billing for C & F
o Transfer of stock
o Transfer challen
o F – Form
o taken from sales tax department
o 0.5% sales tax has to pay
 Billing for CA
o Billing
o Bill is Made
o C – Form
o Outside state 2% central sales tax (CST) + add 5 % VAT
o Within state only 5% VAT
Billing Format
Sr No. Items Description Quantity Unit Value
Total
Quantity
Total Value

Sales Team Division
 Pharma division
o Old / big brand
o Less promotion
o Less expenses (CASH COW)
o According to Sub therapy
o Because of more products in product line
 Speciality division
o Gastro division
o Cardio / diabeto division
o Psycho / neuro division
o Ortho division
o Opthal division
o Dermato division
Trade union in India
 Many Pharmaceutical union in India are established which has their own norm and rules for
working. They have member which includes medical representative, area sales manager, and
other marketing people.
 E.g. Chandigarh medical representative associates

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