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Prolia Marketing Plan

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abd el rahman shehata

on 29 October 2013

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Transcript of Prolia Marketing Plan

Osteoporosis market
Competitors analysis
Private market
Access Plan
Estimated population above 50 years old in Qatar is 100,000
Facts about the market in Qatar
-85 % Expatriates
-15% Qatari people
Only 3500-4000 patients are being treated from osteoporosis
Osteoporosis is underdiagnosed in Qatar
Osteoporosis affects 55% of Americans aged 50 and above. Of these, approximately 80% are women.One in three women and one in 12 men over the age of 50 worldwide are estimated to have osteoporosis.
Zolendronate 4mg,5mg ,Novartis(Zometa,Aclasta)
- Formulary in HMC , Available in Private market.
-Currently a market leader by
58% market share (S1 2013).
-Price for 4mg is
1317 QR(Zometa)
, For 5 mg is
1795 QR(Aclasta).
-Dose:An infusion once yearly for osteoporosis of the 5 mg(Aclasta),An infusion every 3 weeks of the 4 mg (Zometa) for bone complications of cancer.
-Side effects can include fatigue, anemia, muscle aches, fever,Flu-like symptoms are commonly experienced after the first zoledronate infusion.
-Must be avoided for patients with
hypocalcemia and kidney disease patients.
Allendronate 70 mg, MSD(Fosamax)
-Formulary in HMC, Available in some PHC's and in the Private market.
-Currently having a
market share of 22%(S1 2013)
-Price per tablet is
25.38 QR.
-Dose:Once weekly.
-Alendronate has been linked in long-term users to the development of
low-impact femoral fractures
Osteonecrosis of the Jaw
deterioration of the Temporomandibular Joint (TMJ) may occur while on this drug, if dental work of any kind is carried out
Strontium Salt,Servier(Protelos)
-Formulary in HMC, Available in PHC's and in the private market.
-Market share of
18% (S1 2013).
-Dose: 2g sachets once daily.
-Price per sachet is
-The drug is unusual in that it both increases deposition of new bone by osteoblasts and reduces the resorption of bone by osteoclasts. It is therefore promoted as a
"dual action bone agent" (DABA).
- Servier released a Direct Healthcare Professional Communication which stated that important new restrictions for the use of Protelos are now in place, as randomised trials have shown an increased risk of
myocardial infarction.
-The drug is
not FDA approved

-Non Formulary,No stock in HMC and not available in private market.
-Price per tablet 38.8QR
-FDA issued a communication warning of the possibility of severe and sometimes incapacitating bone, joint and muscle pain.
-Treat PM osteoporosis,Paget's disease of the bone, bone metastasis , multiple myeloma, and other conditions involving fragile, breakable bone.
-Adverse events:Osteonecrosis of the jaw ,Unusual fractures with long term use.
-Occupy about
80% market share
of the osteoporosis market in Qatar.
Teriparatide,Eli Lilly(Forteo)
-Formulary in HMC
-Price per box is 1992 QR,Having a
market share of only 2%
-Teriparatide is the first, and to date the only FDA approved agent for the treatment of osteoporosis that
stimulates new bone formation.
-Adverse events:Teriparatide has a theoretical risk of osteosarcoma, which was found in rat studies but not confirmed in humans
-Dose:20 μg per day subcutaneous injection in the thigh or abdomen
Denosumab120mg in 1.7 ml solution
Formulary but out of stock in HMC
Denosumab 120mg in 1.0 ml solution
Non-formulary with
56 syringes stock
in Al Amal Hospital
-Price is 2737 QR given every 4 weeks
- Indicated for prevention of skeletal-related events in patients with bone metastasis from solid tumors
-On 13 June 2013, the US FDA approved denosumab for treatment of adults and skeletally mature adolescents with giant cell tumor of bone that is unresectable or where resection would result in significant morbidity.
Denosumab 60 mg (Prolia)
-Non formulary product in HMC.
-Stock is
4 syringes
in discharge pharmacy and
5 syringes
in Al Amal Hospital.
-Price is 1370 QR
- Dosing is one 60 mg subcutaneous injection every six months.
-Indicated for treatment of postmenopausal osteoporosis, and for the treatment of bone loss in patients undergoing hormone ablation for prostate cancer.

The product in question
SWOT analysis
-First RANKL inhibitor approved by the FDA
-Strong head to head trials against the bisphosphonates(DECIDE,HORIZON,STAND),showing superior efficacy and similar safety data.
-Dosing is twice yearly.
-More data is needed to establish the long term safety of Denosumab.
-It's a new class so it will take a lot of time and effort to establish the product.
-Untapped potential for growth in the osteoporosis market in Qatar.
-Pricing is not an issue in Qatar.
-Denosumab is already established by direct orders.
-High market share of bisphosphonates.
-Little understanding of the disease risks which explains the low number of patients treated.
-Governmental procedures.
High prevelance of vitamin D defeicency
Rheumatology department
-Representing about 50% of the business.
-15 senior consultants.
-Has the upper hand for Prolia inclusion.
-Head of the department Dr.Hossam El Din Sarakbi
Ortho department
-Representing about 30% of the business.
-10 Senior consultants.
-More concerned with surgical procedures.
Oncology department
Our first and main priority is HMC as it represents about 90% of the osteoporosis market in QATAR
-Represent about 15% of the business.
-Targeting patients with Prostate and breast cancer with hormonal ablation therapy
-Represents less than 5% of the business,Mainly with postmenopausal osteoporosis while the rest is referral to the main departments.
-Fast hospital penetration within two months.
-Maximizing the gain from our marketing resources,By pre-planning our activities the year before.
-Tailoring our message for each department.
-Scientifically diferentiate Prolia from other competitors.(Think inside the box first).
-Creating a hot list.
-Engagment of HMC Doctors in educational programs for NCD Clinic Doctors (Non-Communicable Disease) in PHCs ,As the PHCs has a large pool of undiagnosed patients.
-Create an osteoporosis club,gathering all the Drs concerned with osteoporosis in QATAR,Rotating the position of head of the club.
-Aclasta is the Market leader with
42% Market share
,Followed by protelos with about
,Then comes Fosavance with about
25%(Total year 2012).
-Represents very little number of units but with high value,So its critical to grow in the private market.
-Al Ahli Hospital:
With 5 Ortho Drs,1 Rhematology Dr it comes in the first priority.
-Doha Polyclinic:
Has 4 ortho Drs
Sales Forecasting
495,452 $
150,136 $

Thank you
Abdul Rahman Mohammed Kamal
Abdul Rahman Mohammed Kamal El Deeb
Prolia In Action

-Osteoporosis market in QATAR.
-Current situation.
-Prolia SWOT analysis.
-Access Plan for HMC.
-Private market overview.
-Sales forecasting.

Targeted customers
840, 767 $
-All the numbers mentioned reflects the real life practice of the Drs.
-It will take two months to fully penetrate all the departments.
-We can expand the osteoporosis market significantly in Qatar.
-PHCs are a great generator for business,as it has a large pool of undiagnosed patients.
-Thinking inside the box first.
-Creating a Hot List to concentrate our effort and resources at the most important customers.

"Successful and unsuccessful people do not vary greatly in their abilities. They vary in their desires to reach their potential." --John Maxwell
Take Home messages:
Full transcript