visionstrategy

Selling Zelmac

Zelmac : The Vision

Global update and local strategies

Currently registered in 50 countries Worldwide- Launched in 29 including US, Canada , Australia and Switzerland

EU approval in c-IBS by Q1 2005 Peak sales of CHF 3.4bn by 2012

Global Update

Financial Objectives : 2003 to 2008 in mio CHF

394

672

1024

1351

1747

2184

0

500

1000

1500

2000

2500

2003 2004 2005 2006 2007 2008

Sales

M&D

0%

5%

10%

15%

20%

25%

30%

35%

2002 2003 2004 2005 2006 2007 2008

MS

Total IBS market 2.3 billion USD - 2002 Peak 3.4 bio CHF by 2012

CC

GERD

FD

The Vision

To become market leader

several GI markets (IBS, CC, Dyspepsia, GERD)

It is the place we “occupy” or want to occupy in the customer’s mind

What is Positioning?

Zelmac: Positioning

In IBS-C, Zelmac is the most effective first line Rx treatment for abdominal pain, bloating, constipation (ABCs) because it is the only drug that regulates motility, visceral sensitivity, and intestinal secretion throughout the GI tract

ZELMAC Strengths/Weaknesses

Strengths

•Evidence of efficacy on multiple symptom relief – 3 symptoms / 1 drug for the treatment of IBS

•Only product to demonstrate some evidence for effects on bloating

•Rapid onset of effect

•High level of patient satisfaction once treated

•Good safety and tolerability profile

Weaknesses

Weak evidence to link MoA to pathphysiology of IBS

•High placebo response rates in studies

•No indication in males/A-IBS

Cost of therapy/risk-benefit High NNT values

High unmet need at patient and doctor level

Undiagnosis /misdiagnosed pts

A-IBS category

Off-label use in males

Perception of the Disease as a non-serious disease by medical community

Trial on very severe difficult

patients will create negative first experience

Price relative to previous available medications and relative to wages

High expectations in efficacy- over promise

Opportunity Threats

Opportunity/Threats

Our Competitive Winning Edge

3 symptoms-1 drug

ABC: abdominal pain/discomfort, bloating and/or constipation

Strategy: the way we will attain positioning

Establish Zelmac as a standard treatment for IBS patients with IBS with Constipation and maximize use

- Initiate positive trial and adoption with Gastronenterologists- create advocates-

- Expand to Primary care Physician- GP, Int, FM to use Zelmac in the right IBS patient