Download - 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