Business Development Strategy
Period : FY2015
Page 1
Proposed by,(VP Business Development)
Date : Name : Evi K. Santoso
Approved by,(President Director)
Date : Name : Michael Wanandi
Facilitated by,(OSM)
Date : Name : Eliza Dwi Leksono, Ulf Yovansca
Business Development Strategy (Strategy Map, BSC Resume, & Strategic Initiatives)
Period : FY2015
Page 2
OAS Statement
OBJECTIVES•2015: Consistently achieve sales growth above market average and to reach 1TRp in 2015 a sustainable 17% EBITDA.•2020: Become a consumer led company with 3trillionRp sales and 17% EBITDA.
ADVANTAGEWe offer affordable premium health care products by ensuring high quality supply
chain with passionate services from our employees/partners to build trust and bring satisfaction amongst our consumers.
SCOPESCapturing the rising Indonesian middle class by leveraging women to influence its
family living a healthy lifestyle
Page 3
“Trusted local healthcare provider.Delivering affordable quality products.
Catering to the middle class.Leveraging women as the healthy
lifestyle influencer.”
Corporate Brand Strategy
Relationship Management
Existing Products
With regard to commercial aspect, Appointed PIC that will lead and coordinate externally and internally to fulfill and manage the Principal’s expectation for providing a better service for our Principal.
Business Development – under Evi SantosoNew Products
Marketing CHWMarketing CHWPrincipal Name
Merz/Vifor Refina Adelan
Mebo/Dompe Eric Kloer
Marketing CICMarketing CICPrincipal Name
Fidia//Fleet/Casen/Lyomark, TRB Mediika
Ni Ketut Sukartiwi
RAAS (gamaraas), AOP (tromboreductin), Hameln(product anesthesi), Cipla, Teva
Arlene Ratnasari
Ipsen/Protexin/Probiotic Dennis
PRINCIPAL
Yuddi Suyud as Sr GM Medical Promotion Development
ASSOCIATION
Page 5
Key Winning Goals
Key Measurement 2015 2017 2020EBITDA 17% 17% 17%
Net Revenue Rp 1T Rp 1.7 T Rp 3.0 T
Growth rate above market average – net sales IMS (7%) Public competitor
(KLB, DRVL, TSP)
IMSPublic competitor
(KLB, DRVL, TSP)
IMSPublic competitor
(KLB, DRVL, TSP)
% Market Share Brand OBHC & Insto in Mktg Function
ChEC Satisfaction Index & Loyalty IndexEndorser: 2016
Internal survey C-SAT: 65-70%
External survey (if any)
Higher than previous Higher than previous
EBITDA Toll manufacturing Xx xx xx
Productivity Index xx xx Xx
# customer database 1mio 5mio 10mio
Visibility in primary outlet Completeness of productsInternal survey
To be discussed in Pra SMM – 16-17Oct14
Page 6
Company Strategy Map 2015F
ina
nci
al
Inte
rna
lL
ea
rnin
g
& G
row
thC
ust
om
er
Growth & Sustainability (Innovation) Customer Focus Operation Excellence
Employee Productivity Performance Driven Company Analytical Company
F3. Optimize Asset Cost & NOC
F2. Grow Healthy Sales
F2.1 Sales outF2.2 % New Product ContributionF2.3 % Cx Sales Portion
C2. ImprovePerceived Innovation
C3. Become Partner of Choice, Improve
Market Entry Speed & Synergize Operation
I3. Build Trusted & Efficient PlantI1. Develop/Embrace
Interactive, Convenient, Social Media Programs
I2. Increase Own Product Development
(Practical & Functional)
I2.1 %NPL Success Rate
L1. Increase Employee
Productivity
L2. Make Employees
as Company Ambassador
L3. Achieve High Performance &
Customer Focus Culture
L4. Position IT as Solution Provider
& Build Knowledge As Asset
C2.1 WOM Index
C1. Nurture(Company) Brand
Image
I4. Implement Lean Principles
C1.1 Top 5 Indonesia most reputable healthcare brand – farmasi local (SWA)C1.2 # CommunitiesC1.3 # CSR
I1.1 # customer databaseI1.2 % Effective ATL/BTLI1.3 # Strategic Alliance
I3.1 SLA Index – to KA & allI3.2 # partnership toll in
I4.1 % ROFO AccuracyI4.2 % Capacity Utilization(incl. % Toll In Capacity)
F3.1 NOC DaysF3.2 % COGS Saving
C3.1 Availability KA & allC3.2 %Visibility KA
# 732%
# 624%
# 727%
# 517%
L1.1 Productivity IndexL1.2 Turnover employee (talent)% Talent readiness
L2.1 Employee event satisfaction indexL2.2 % employee ambassador Employee Engagement
L3.1 % Star / PotentialL3.2 # SS / QC / e-2-e
L4.1 % OTOBOS
F1.1 % EBITDA F1.2 % Net Income
F1. Achieve Sustainable & Positive
Financial Value
WPNAAAAAA/CCCD/CCE
AAA
C4. DelightCustomers & Consumers toGain Loyalty
C4.1 ChEC SI / LI
To be discussed in Pra SMM – 16-17Oct14Not to forget to define PIC per SO as well.
Strategic Initiatives 20151Grow the Business
1. Grow the Customer Care through having new Consumer Healthcare category – Nutrition
2. Expedite OTX products – xxx, xxx, xxx3. Expedite new product launch, product innovation,
including deepen consumer insight4. Accelerate growth of the existing business by
expanding coverage in focus channel, brand rejuvenating and entering the sustainable market
5. Building partnership/JV with trusted reputable partner
2 Service Our Primary Customer
1. Develop customer data management system including CRM establishment
2. Develop customer acquisition & retention program
3. Strengthen profile focus customer (outlet, doctor, hospital) in 8 big cities Trusted Quality Products
1. Increase production capacity by becoming the trusted toll manufacturer
2. Manage working capital effectively 3. Strengthen the supply chain and distribution
model4. Increase the plant image – New Balance5. Strengthen and embrace the relationship with the
authorized governments – BPOM, DepKes6. Employee as Brand / Corporate Ambassador
3Building Communities
1. Continuity in education & participating on lifestyle / degenerative disease to middle class women + 25 and urban communities
2. Strengthen and embrace social media and digital platform
3. Expand the healthy lifestyle communities4. Building alliances with strategic partners
4
To be discussed in Pra SMM – 16-17 Oct 14Not to forget to define PIC per SI as well.
Page 8
Business Development Mission
To Facilitate the company grow inorganically and organically.
Page 9
Business Development Framework
Business Environment & Capabilities
Product Development
•Potential new product review•Sourcing•Formulate, analyze & package development•Registration and regulatory affair
Medical
•Collect information of new treatment trend•Provide recommendation of new product candidate
Develop New Business Opportunity Aligned with Company’s Strategy
• Proper team capability• Full support from Management & other related functions
Page 10
Business Development Scope of Work
2. Product Development (PD)
• Manage New Product Development (6 phase)
• Regulatory affairs (BPOM & Depkes)• Improve existing product&process• Standardize formulation, analitycal
method, specific RM & equipment
1. Medical
• Review Current & Future trends
• Evaluation of New & existing Product
• % Number of on time product evaluation
• # of new product launched• # of phase 1 approved• # of AL/NIE approved• # of registration submission• # of formula and analytical method• # of patent/HAKI Review• # of new contact/principle• OP:UL NPD growth
• Product evaluation• Scientific Information• Marketing support
• Approval phase 1• NIE/AL• New product launch• Product patent information• Current-improved-new formula
Page 11
BD Customer :1.Marketing 2.BOD3.Manufacturing (QA / QC, CMO, Prod)4.SCM
BD Supplier (Others - who support BD):1. Procurement2. Legal 3. Finance & Costing4. IT
Business Development Customer & Supplier
For horizontal alignment process among the functions.
Page 12
Business Development Expectation Table
No Output “Customer” Their Expectation
1 New product launch Marketing/BOD On time launch, Low COGS, Regulatory & Quality compliance
2 New product idea Marketing Candidate product with competitive price and uniqueness
3 Method of Analysis Mfg (QC) Validated method
4 Master Batch Record Mfg (Production) Validated MBR
5 Product Info, BOM, Flow chart SCM/Mfg (CMO) On time
No Output “Supplier” Your Expectation
1 RM/PM Procurement Faster Sourcing and Follow upOn Time
2 Validation Process Report, MOA Validation Report, calibration or qualification
Mfg (QA) On time
3 Agreement/CDA Legal More faster in reviewing draft of agreement
4 P&L FiCo More flexible on P&L Calculation, decide go/not go,
5 Program, Reports IT User friendly, excellent database
Page 13
Business Development Strategy Map 2015
Page 14
Fin
an
cia
lC
ust
om
er
F1. Achieve Sustainable & Positive
Financial Value
F2. Grow Healthy Sales
F2.1. Sales outF2.2 % New Product Contribution
C1. Increase Own Product Development
C1.1. % NPL Success Rate C1.2. # New Product OP
F1.1 % EBITDA
I2. Conceptualize
Products I3. Cultivate New Product
I4. Launch New Product
I1. Conduct Market Analysis
I2.1. % Number of on time product evaluation
I3.1 # of final formulation I3.2 # of registration submission
I4.1 # Of Al/NIE approvedI4.2 # Of New product Launch
I1.1. # of phase 1 approved
Employee Productivity Performance Driven Company
L1. Increase Employee
Productivity
L2. Make Employees
as Company Ambassador
L1.1 Productivity Index L1.2 % IDP Achievement
L2.1 Employee engagement index
Le
arn
ing
&
Gro
wth L3. Achieve High
Performance & Customer Focus Culture
L3.1 # SS / QCC
Inte
rna
l
Page 15
Business Development BSC Resume 2015
Business Development Consolidated KPI
Page 16
Business Development Strategic Initiatives
Page 17
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
I1. Conduct Market AnalysisEKS
I2. Conceptualize Products 1. Monthly meeting BD MoM I3. Cultivate New Product 2. NPD Phase aplication Speed up projectI4. Launch New Product
1. Membuat list sample bahan baku alternatif single source yang dikirimkan oleh procurement sampai akhir Januari 2015.
List bahan baku Prodev
2. Evaluasi & trial sample Laporan evaluasi bahan baku alternatif
Prodev
3. Membuat proposal scale up Proposal scale up Prodev4. Membuat MB skala pilot Master Batch Prodev5. Membuat protokol validasi skala pilot Protokol validasi skala pilot Prodev6. Uji stabilitas Laporan uji stabilitas Prodev7. Membuat change control Change Control Form Prodev
SI1. Build strong alignment across BD department
SI2. Mengevaluasi second source untuk bahan baku yang masih single supplier dan bila memungkinkan bisa menurunkan COGS
ACTIVITY PLAN SHEET - BUSINESS DEVELOPMENTBusiness Development
Period : FY2015
Strategic Objectives Strategic Initiatives Activity Plan Deliverables PICDue Date
Budget (IDR)
Business Development Organization Structure
VP Business DevelopmentVP Business
DevelopmentHead of Product
PlanningHead of Product
PlanningEvi Santoso
KPI Bobot
1. % EBITDA 10%
2. % New Product Contribution 10%
3. % NPL Success Rate 10%
4. # New Product OP 10%
5. # Phase 1 Approved 25 %
6. # Registration Submission 25%
7. Productivity index 10%
Eliza : 6 + 4 orang
Head of RegistrationHead of Registration
Head of Formulation Development
Head of Formulation Development
Eliza* : 4 + 5 orang
EBO EBO
Head of MedicalHead of Medical
Lilis Setiarini : 5 + 2 orang
Octavia Hendrawati : 38 + 7
Evi Santoso *: 1 (kontrak)
Head of Product Planning
Page 19
Head of Medical
Page 20
F2.2. % New Product Contribution# talk show and presentation per-year (especially about new product)
5 10
C1.1. % NPL Success Rate# medical information trend of prevention products and/or pipeline products per-year
6 15
C1.2. # New Own Products (OP)# recommended new product ideas per-year (life style disease and prevention)
3 10
I2.1 # prosentase ontime product evaluation
Time to finish the medical evaluation based on the standard template
5 WD for one active
ingredient 20
I4.2 # products launched Time to provide medical support for SnG meeting (for PP and 5 WD 15
Medical knowledge training of new products 100% 10
Time to provide medical feedback for promotion material and package insert evaluation
5 WD 10
L1.2. % IDP Achievement IDP 10
Financial
Customer
Internal Process
Learning and Growth
Perspektif Sasaran Individu Indikator Pengukuran Kinerja / KPI TargetBobot
(%)
Head of Registration
Page 21
Head of Formulation Development
Page 22
Head of EBO
Page 23
Detail New Product per PIC BD HO CIC
Page 24
PROJECT NAME PIC PP PIC RD PIC Med Cardiocom 150 mg Ana Desi Rynda
Cardiocom 300 mg Ana Desi Rynda
Osteopor Ernita Desi Rynda
Anastrozole tab 1mg Ana Desi Henny
Trapasin Ernita Desi Rynda
Hyalone Ernita Desi Rynda
Atorvastatin 40 mg Ana Desi Rynda
Biokult Infantis Ernita Desi Henny
Floxacom inf 500 mg Ana Desi Henny
Combiotic Drop Ernita Desi Henny
Combiotic Colic Ernita Desi Henny
Combiotic Life Ernita Desi Henny
Biokult Candea Ernita Desi Henny
Biokult Pro Cyan Ernita Desi Henny
Glimepiride generik 1 mg Ana Desi Rynda
Glimepiride generik 2mg Ana Desi Rynda
Amlodipine generik 5mg Ana Desi Rynda
Amlodipine generik 10mg Ana Desi Rynda
Sevoflurane 250 ml Ana Desi Henny
Propofol 10 mg/ml 20 ml Ana Desi Henny
Celecoxib cap 200 mg Ernita Desi Rynda
Celecoxib cap 100 mg Ernita Desi Rynda
Colchicine 500 mg Ernita Desi Rynda
Ubiquinol Ana Desi Rynda
Rosuvastatin tab 10 mg Ana Desi Rynda
Rosuvastatin tab 20 mg Ana Desi Rynda
Esomeprazole DI Ernita Desi Henny
Esomeprazole 10 mg kaps Ernita Desi Henny
Esomeprazole 20 mg kaps Ernita Desi Henny
Detail New Product per PIC BD HO CIC
Page 25
PROJECT NAME PIC PP PIC RD PIC Med Pregabalin 50 mg Ana Desi Henny Pregabalin 75 mg Ana Desi Henny Pregabalin 150 mg Ana Desi Henny Comfibra micro 160 mg Ana Desi Rynda Telmisartan 80mg Ana Desi Rynda Telmisartan 40mg Ana Desi Rynda Dexketoprofen Ernita Desi Rynda Nicardipine Ana Desi Rynda Heparin Ana Desi Henny Paracetamol inj 100 ml Ana Desi Rynda Paracetamol inj 50 ml Ana Desi Rynda EPO 2 k iu Ana Desi Henny EPO 4 k iu Ana Desi Henny EPO 10 k iu Ana Desi Henny Docetaxel 20 mg Ana Desi Henny Docetaxel 80 mg Ana Desi Henny Rocuronium Ana Desi Henny Ropivacain Ana Desi Henny Dexmedetomidin Ana Desi Henny Lansoprazole DS Ernita Desi Henny Somatropin 12 iu Ana Desi Henny Somatropin 16 iu Ana Desi Henny Leucostim 30 ug/ml Ana Desi Henny Imunosporin cap 25 mg Ana Desi Henny Imunosporin cap 50 mg Ana Desi Henny Inferon vial 50 mcg Ana Desi Henny Inferon vial 80 mcg Ana Desi Henny Triamcinolon IA Ernita Desi Rynda
Total New Products CICA : 39E : 18
D : 57H : 33R : 24
Detail New Product per PIC BD HO CHW
Page 26
Page 27
CIC - Combiphar 2014 – 2020 Plan
CIC - Combiphar 2014 – 2020 Plan
Page 28
Page 29
CHW - Combiphar 2014 – 2020 Plan
Page 30
CHW - Combiphar 2014 – 2020 Plan
Page 31
Projection Sales CHW and CIC 2014 - 2020
Page 32
% New Product vs Existing Product CHW and CIC
Recap Projection Sales Combiphar 2014 – 2020
Page 33
Product Architecture
Page 34
Product Architecture CIC
Page 35
BRAND TREE GASTRO HEPATOGASTRO HEPATO
GASTRO H-D
(HEALTHY DIGESTIVE)
HEPATO H-L
(HEALTHY LIVER)
PREVENTIVE PREVENTIVE
CURATIVE CURATIVE
Gastro H-D (Healthy Digestive)
PREVENTIVE
Enzyme
Adult : Casenfibra Child : Casenfibra Stick & Jellybean
Fiber
Probiotics
Adult : Protexin NC Child : Protexin Infant AB Biotic – Colic Probiotic Chewable Probiotic Drops
CURATIVE
Hyperacidity
Antacid : Stomacain - ProgastricPPI : Compraz – Esomeprazole / Rabeprazole - Lansoprazole Syrup
MucoprotectorUlsafateMebo GI
ConstipationConstipen
Diare
Oral Rehydration Salts: Oral Suero Juice - Smecta – Zinc – Normudal – Nitrosoxanide
Laxative
Fleet – Fonema – Fleet Child
Non red dotRed dot
Page 36
Hepato H-L (Healthy Liver)
PREVENTIVE
Hepatoprotectors
Hezandra Liver Drink
CURATIVE
Hepatitis
Peg-Interferon – Tenofovir
Fatty LiverCholine : HepatoAct – Merz
Liver CancerSorafenib
SirosisHepa-Merz - Somatostatin – Rifaximin
Page 37
GoMove Muscle GoMove Joint &Bone
GoMoveLight
GoMoveRest
Tizacom
BRAND TREE MUSCLE, JOINT & BONE
GoMoveRelaxan
t
GoMovePain Free
Tape/Plester
GoMoveMuscle, Joint & Bone
CentralRelaxant Free
PeriferRelaxant Free
Atracurium
Decker Lutut & Engkle
Note :Merah = PruneHitam = ExistingCoklat Garis Bawah = Next PRoduct Page 38
BRAND TREE MUSCLE, JOINT & BONE cont
GoMove Joint & Bone
Note :Hitam = Next product Hijau = Prune Ungu = Exist
Page 39
RA OA Osteoporosis FRAKTUR
Antipurin
Gol. Lain
AllopurinolColchicine (2017)
Metotrexate SC(2019)Metotrexate tab(2018)
Anti - TNF
EtanerceptInfliximab (2020)Golimumab
SupplementGlucosamine
Synovial Fluid
HyalganHyalOne (2015)
Anti iL-1
Artrodar
Jointfit rollJointfit extraFitajoint rollFitajoint plusFitajoint extra (2018)
Replacement unit
Knee Replacement(2020)HIP Replacement(2020)
SupplementMineral
CalsiumRegulator
MD-Cal
Vitamin D3
Alendronate(dh : Voroste)Risedronate (2017)Ibandronate
Calsium
Kombinasi
Osteopore(2014)
Zoledronate
MedicalDevice
Nasal Spray
Sevoflurane Isoflurane Desflurane Enflurane Halothane
Fentanyl Propofol Ketamine Midazolam Etomidate Sufentanyl Dexmedetomidine
Lidocaine Bupivacaine Ropivacaine Procaine Epinefrin + “cain”
Lidocaine Lidocaine + Prilocaine
Post op distension and urinary retention: Neostigmine , Pyridostigmine
Muscle relaxants peripher: Atracurium, Rocuronium, Vecuronium, PancuroniumPage 40
Diuretics ACE Inhibitor ARB B Blocker Ca antagonist Others
Simvastatin Atorvastatin Rosuvastatin Pitavastatin Pravastatin Lovastatin Fluvastatin Fenofibrate Ciprofibrate Gemfibrozil Ezetimibe
Sulfonyl urea Glinid Biguanid Glitazone Alfa Glukosidase inhibitorDPP IV inhibitorIncreatin analog
Fast acting Long acting Intermediate
Others: Mineral supplement: Ubiquinol
Card stim ex card Glycos:Nor EpiEpi DopamineDobutamineNitrites & NitratesISDNISMNNitroglycerin
Anti Arrhytmics: Amiodarone, DisopyramidCoronary therapy: TMZ, Ivabradine, DypiridamoleCardiac Glycosides: DigoxinPositive inotropic agent: MilrinoneOther Page 41
Nootropics: PiracetamAnti depressants & Mood Stabilizer: SSRI, SNRINeurotonicsPsycho StimulantsPsycholeptic Anti Depressants
Erythropoietin: alfa & beta & MPGHaematinics Iron & Comb: Iron sucrose, dextran, oralOther: Folic Acid
Anti Epileptics: Valproic acid, Gabapentin, PregabalinAnti Vertigo: Flunarizine, BetahistineAnti Alzheimer: Donepezil, RivastigmineAnti SmokingAnti Parkinson: BenserazideDrugs used in Opioid & Alcohol Dep: Naloxone, NaltrexoneAll other CNS: Neostigmin, Pyridostigmine
Others: Vitamin neurotropics
Platelet aggregat inh: Clopidogrel, ASA, CilostazolHeparins, Enoxaparin, Parnaparin, Fondaparinux Fibrinolytics: Streptokinase, LumbrokinaseDirest thrombin inhibitor: DabigatranVit K antagonist: Warfarin Direct factor XA inh: Rivaroxaban
Anti fibrinolytic: Tranexamic Acid Blood Coagulation: Factor VIII, IX, XSystemic Hemostatic: SomatostatinAntagonist: Vit K, K1Tissue SealingThrombopoietinProteinase
Page 42
PaclitaxelDocetaxelIrinotecanVinorelbineVincristineVinblastinEtoposidCabazitaxel
CapecitabineGemcitabineFluorouracylPemetrexedMethotrexateCytarabibine
Aromatase inhbAnti AndrogensAnti Estrogen
Antineoplastic MabsPlatinum CompoundsA-Neo Protein Kinase InhibitorAdj prep for Cancer therapyAll other: HU
BetaAlpha
Colony StimulatingOth Immuno Ex Intfrn
Others: Supplement, appetite enhancer, nausea vomiting, nutrition
DoxorubicinEpirubicinBleomycinDaunorubicinMitomycin
Cyto Gonad Hormon AnalogCyto Progesteron
EtanerceptInfliximabGolimumab
MycofenolateCyclosporinAzatriophineBasiliximabTacrolimusEverolimus
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CHW
Page 44
April 15, 2023Page 45
Respiratory
OTC Rx
Multiaction Antihistamin Antitussive ExpectorantPremium Cough Combi
AntitussiveAdult
Expectorant
Comtusi
Domeryl
Nosedin
BRAND TREE Respiratory
Cough & Flu
Cough & Cold
Child Non Dot
OBH Combi
OB Combi
OB Combi Anak Batuk Plus Flu
OB Combi Anak Batuk Plus Pilek
Combi Herbal
OBH Combi Batuk Berdahak
OBH Combi Batuk Plus Flu
OB Combi Antitussive
Levopront
Mucolitic Asthma
Mucotein
RhinatiolComtusi Antitussive
Comtusi Expectorant
Comtusi Cough&Flu
Comtusi Cough&Cold
Prepared by Business Development (AK)
**Continue
Levopronttablet
Thepidron
Broncopront
Rhinitis Allergy ( Snitz Top)
Page 46
BRAND TREE RESPIRATORY cont’
Page 47
BRAND TREE EYE CARE
Insto
Eye drops OTC Eye Supplement
Red Eye
Multi Symptoms
Insto Moist
Dry Eye
Insto Vision – AMD(Q1 2018)
Itchy Eye
Insto Total (Q2 2018)
Insto Cool (Q2 2018)
Insto Regular
Insto Single Dose (Q2 2018)
Insto Dust (Q2 2018)
Eye RX
Intense - Glaucoma (Q2 2018)
Eye Spray
Tired Eyes
Dry Eyes
Page 48
BRAND TREE Cosmeceutical (Dermatology)
Page 49
BRAND TREE WOUND CARE
Wound Care
Others Mouth Ulcer
Mouth Ulcer Liquid / Patch
Antiseptic Liquid (2019)
Oral Care
Sore throat Spray
Soothing relief (~Zambuk)
April 15, 2023Page 50
BRAND TREE Hair & Nail
Page 51
BRAND TREE Weight Management
Page 52
BRAND TREE Women’s Health & Total Active Care
Page 53
BRAND TREE Women’s Health & Total Active Care
Thank You
Page 54