®

Launch Plan

Servier Bangladesh Operations

Agenda

• Hypertension Market

• Key Fact, Strategic Goal and Promotional Axis

• Product Positioning, Team and Patient targeting

• Target doctors

• Promotional Launch Plan

 Hypertension market trend

+29%
40,000
2010 2009 2008
35,000

30,000
Value USD (x000)

25,000

20,000

15,000

10,000 +29% +31%

+27% +16% +38%
5,000 +29%

+10%
0
Total HT C09C C08B C07A C08A C09D C03A C09A C09B

Combinations (C08B & C09D) are one of the growth drivers

Source: IMS MAT 2Q 2008, 2009 & 2010
 Hypertension market
Turn over

Total HTN Market US$ 45 M, Growth: +29

Total FDC Market US$ 17 M, 38% Mkt. Share, Gr. +29

AMLO + ATENO
OTHERS PLAIN $ 8.1 M , 18%, +30
$ 8 M, 20%, +37
LOSA + HCTZ
PERINDOPRIL $ 4.7 M, 10.5%, +24
$ 0.3, 1%, +31

INDAPAMIDE
$ 1 M, 3%, +61

ATENOLOL
$ 2 M, 5%, +4 PERINDO + IND
$ 0.2 M, 0.6%, +8
RAMIPRIL LOSARTAN
AMLODIPINE OTHERS FDC
$ 2.7 M, 6%, +29 $ 7 M, 16%, +29
$ 4.3 M, 10%, +13 $ 4 M, 9%, +35

Combinations holds more than 1/3rd of the Market

Source: IMS MAT 2Q 2010
 Hypertension market
Patient uplift

AMLODIPINE + ATENOLOL
Patient # 387,619 +30%

ATENOLOL
Patient # 294,252 +4%

LOSARTAN Patient # 277,296 +29%

AMLODIPINE Patient # 277,791 +12%

LOSARTAN + HCTZ
Patient # 153,712 +22%
Total PTD 2.1 M, Growth: +20
RAMIPRIL FDC PTD Share 30%, Gr. +28
Patient # 99,682 +26%

INDAPAMIDE
Patient #
Patient #
45,066
6,362
PERINDOPRIL + INDAPAMIDE +7% Patient 2009

PERINDOPRIL Patient 2010

Patient # +27%
5,622
0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000
Num ber of Patients

Amlodipine + Atenolol is the fastest growing INN

Source: IMS MAT 2Q 2010 in patient recruitment
 FDCs market

50
45
40 6. VALSARTAN + AMLO
NOP=3, $ 0.29 M
1.7% MS, New entry
3. FUROSEMIDE + SPIRONOLACTONE
35 NOP=6, $ 2.5 M
15% MS, +27 GR

30
Growth (%)

25
20 4. VALSARTAN + HCTZ
NOP=4, $ 0.36 M
1. AMLO + ATENOLOL
NOP=28, $ 8.1 M
2% MS, +24 GR
2. LOSARTAN + HCTZ 48% MS, +30 GR
15 NOP=23, $ 4.7 M
5. BENAZEPRIL + AMLO 28% MS, +24 GR
NOP=6, $ 0.35 M
10 2% MS, +9 GR

Bubble size turn

5 7. PERINDO + INDAPA
NOP=5, $ 0.26 M over in value
1.6% MS, +8 GR

0
0.0 10.0 20.0 30.0 40.0 50.0 60.0
Market Share (%)

Amlodipine + Atenolol is the most dynamic combination

Source: IMS MAT 2Q 2010
 Hypertension market
high dose vs combinations

IN VALUE IN PTD

FDC TOTAL FDC

$ 17 M, 38% TOTAL
LOW DOSE MS, +29% GR 30% MS
$ 26 M, 58%
MS, +30% GR
LOW
DOSE
67% MS
HIGH DOSE HIGH
$ 1.3 M, 4% MS, DOSE
+20% GR 3% MS

Combinations are preferred than dose up-titration

Source: IMS MAT 2Q 2010
 Why doctors prefer
combinations?

100%

90% 87%

80%

70%
Number responded (%)

60%

50%

40%

30% 25%

20% 15% 15%

10%

0%
Optim al BP control End-organ protection Morbi-m ortality Tolerability
evidences

Doctors prefers combinations to get optimal BP control

Source: Coversyl Plus Awareness Survey

 Key reasons for not prescribing
Coversyl in everyday
hypertensive patients?

30%

26%
25%
Number responded (%)

20%
17%

15%

10%

5%
2%
0%
0%
Moderate BP efficacy Moderate Not a good choice in Moderate 24-hour BP
cardiovascular everyday control
protection hypertensives

Coversyl’s powerful antihypertensive efficacy

is not yet perceived
Source: Coversyl - QUALITATIVE SURVEY 2010
Market summary

• Hypertension market is very dynamic and

combinations are one of the growth drivers

• Combinations hold 38% of the total market in value

and 30% in PTDs

• Amlodipine + Atenolol is the most dynamic

combination

• Combinations are preferred than dose up-titration

for optimal BP control

• Coversyl’s powerful antihypertensive efficacy is not

yet perceived
Agenda

• Hypertension Market

• Key Fact, Strategic Goal and Promotional Axis

• Product Positioning, Team and Patient targeting

• Target doctors

• Promotional Launch Plan

Key facts

• Doctors prefers combinations to get

optimal BP control

• Coversyl’s powerful
antihypertensive efficacy is not yet
perceived
Strategic goal

• To establish Coversyl’s powerful

antihypertensive efficacy image by proving
that COVERSYL RANGE gives -
– Most powerful BP drop
– Higher BP normalization
– Proven efficacy to save lives
Promotional axis

• Now, with the introduction of Coversyl Plus,

COVERSYL RANGE, gives your hypertensive
patients -
– Most powerful BP drop (JULIUS + CONTROL + EFFECTIVE)
– Higher BP normalization (Abstract ESH 2010)
– Proven efficacy to save lives (Abstract ESC 2010)
Agenda

• Hypertension Market

• Key Fact, Strategic Goal and Promotional Axis

• Product Positioning, Team and Patient targeting

• Target doctors

• Promotional Launch Plan

Positioning in hypertension
Red Team

Newly diagnosed hypertensives Stage-II hypertensives

Start with COVERSYL 4mg Start with COVERSYL PLUS

COVERSYL PLUS COVERSYL PLUS x 2

Switch to Titrate to
for further BP decrease for further BP decrease

Hypertensives uncontrolled
Diabetic hypertensives
on monotherapy

Start with COVERSYL PLUS Switch to COVERSYL PLUS

COVERSYL PLUS x 2 COVERSYL PLUS x 2

Titrate to Titrate to
for further BP decrease for further BP decrease

AS THE MOST POWERFUL ANTIHYPERTENSIVE

Positioning in CAD
Red Team

CAD / Post-MI / Re-vascularized patients

Start with COVERSYL 4mg

Titrate to COVERSYL 8mg

AS THE BEST ACEI FOR THE PREVENTION OF CARDIAC EVENTS

Positioning in post-stroke
Red Team

Post-stroke patients

COVERSYL PLUS
Right from the time of discharge

AS THE ONLY RECOMMENDED COMBINATION FOR

SECONDARY PREVENTION OF STROKES
Price analysis

CO-DIOVAN TABS 160/12.5 59

CO-DIOVAN TABS 80/12.5 44

COVERSYL PLUS 21

TELMISARTAN 80 + HCTZ 12.5 20

TELMISARTAN 40 + HCTZ 12.5 12.5

PERINDOPRIL 4 + INDAPAMIDE 1.25 12

LOSARTAN 100 MG + HCTZ 12.5 10

RAMIPRIL 5 + HCTZ 25 8

BENAZEPRIL 20 + AMLODIPINE 5 8

PERINDOPRIL 2 + INDAPAMIDE 0.625 7

BENAZEPRIL 10 + AMLODIPINE 5 6

LOSARTAN 50 MG + HCTZ 12.5 6

RAMIPRIL 2.5 + HCTZ 12.5 5

AMLODIPINE 5 + ATENOLOL 50 5

BENAZEPRIL 10 + AMLODIPINE 2.5 4

AMLODIPINE 5 + ATENOLOL 25 4

0 10 20 30 40 50 60 70
Av. Daily Cost (BDT)

Coversyl Plus is the 2nd most expensive brand among combinations

75% more expensive than its generics
Price objection is now less with Coversyl
Agenda

• Hypertension Market

• Key Fact, Strategic Goal and Promotional Axis

• Product Positioning, Team and Patient targeting

• Target doctors

• Promotional Launch Plan

 Target doctors
PDP status: COV & NSR

COVERSYL PDP NATRILIX SR PDP

Specialty PC FP RP TR OP NP Total PC FP RP TR OP NP Total

Cardiologist 2 4 12 43 94 164 319 1 2 15 52 161 109 340

Endocrinologist       3 16 24 43       4 22 26 52

General Practitioner         16 312 328       8 104 292 404

HCC-MO       3 32 188 223     1 14 67 215 297

Medicine Specialist     1 9 63 308 381   1 6 30 125 250 412

Nephrology     1 1 11 28 41       4 12 24 40

Neurosurgeon         3 12 15         4 6 10

Neurologist     1 2 18 33 54       5 28 23 56

Grand Total 2 4 15 61 253 164 1404 1 3 22 117 523 945 1611

Among these 82 doctors, Among these 143

63 doctors are also doctors, 63 doctors are
prescriber of NSR also prescriber of COV

64 doctors prescribe both Coversyl & Natrilix SR

Source: EasyMed Data

 Target doctors
Coversyl Plus

Specialty A1 A2 A3 A4 Grand Total

Cardiologist 4 69 103 143 319
Endocrinologist 1 6 17 19 43
General Practitioner 64 191 59 14 328
HCC-MO 9 94 75 45 223
Medicine Specialist 11 94 128 148 381
Nephrology   9 19 13 41
Neurosurgeon 2 2 10 1 15
Neurologist 1 9 18 26 54
Grand Total 92 474 429 409 1404

Source: EasyMed Data

Detailing order

Detailing Medicine Endo / Diabeto/

Cardiologists GP Neuro
order Specialists Nephro

Coversyl Coversyl Coversyl

1 Coversyl Range Coversyl Range
Range Range Range

2 Vastarel MR Vastarel MR Duxil Vastarel MR Duxil

3 Duxil Duxil Duxil

Agenda

• Hypertension Market

• Key Fact, Strategic Goal and Promotional Axis

• Product Positioning, Team and Patient targeting

• Target doctors

• Promotional Launch Plan

Launch plan synopsis

Advisory Board Meeting Seeding Trial

Target: 15 AB Members

RED TEAM Patient Follow-up

Training recruitment visits

SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP
Stock in
pharmacies

Cycle-II Campaign Cycle-III Campaign

Launch Campaign
2 Campaigns 2 Campaigns
1 Campaign
Positioning: Hypertension Positioning: Hypertension
Positioning: Hypertension
and Post-stroke and Post-stroke

Launch Symposium Symposium in Bangladesh

Speaker from Malaysia Cardiac Society Congress
Target: 200 doctors Speaker from DIM
(Cardio, Medicine & Endo) Target: 300 Cardios

Round table meetings

Launch campaign

• 1 campaign

• Positioning in hypertension

• Target: All targeted doctors

(1,442)

• Detailing order: 1st

Advisory Board Meeting

• To be held 29 October’10 in Dhaka

• Target: 15 Advisory Board members

• Speech by Dr. Shahab on ‘COVERSYL

RANGE: complete solution for
hypertension management’

• Discussion by the participants

Budget: 100,000 BDT

Launch symposium

• To be held 29 December’10 in Dhaka

• Speaker: Prof. Abdul Rashid Abdul Rahman

(Malaysia)

• 200 doctors will be invited including KOLs from

different regions outside Dhaka

• 7 national KOLs will be in the Panel of Experts

(from the advisory board members)

Budget: 508,600 BDT

Launch symposium
Follow-up plan

• 1 to 1 call by PM to ‘Panel of Experts’

Before • 1 to 1 call by RM to ‘Must to attend’ doctors targeted as RTM speaker

• Special call by MIOs to invited doctors

Month: October 1st Call 2nd Call

Topic / Material Invitation Speaker’s biography

• 1 to 1 call by PM to ‘Panel of Experts’

• RTM as per plan
• Special call by RM and MIOs to must to attend doctors (Present as well After
as absent doctors)

Month NOV DEC JAN

Material Photo Album Proceeding Presentation
(Only for present
doctors)
RTM plan

Region Cycle-I Cycle-II Cycle-III Total

Buriganga 3 6 5 14
Jamuna 2 4 4 9
Surma 2 4 4 9
Meghna 2 6 5 13
Rupsha 1 2 1 4
Padma 1 2 1 4
Total 11 24 20 55

Budget: 990,000 BDT

RTM plan

• Presentation theme
– Powerful efficacy of COVERSYL
RANGE for hypertensives

• Speakers’ selection criteria

– Influential & academic
– High prescribing potentiality
– Call frequency A4
Seeding trial

Efficacy evaluation of Coversyl Plus in

Bangladeshi hypertensive patients

• Duration
– 6 months, 3 months recruitment & 3 months follow-up

• Investigators’ selection criteria (50 investigators)

– Prescriber of combinations
– Prescriber of generic Coversyl Plus or Indapamide
– Call frequency A4

• Targeted patients (1,500)

– Hypertensives uncontrolled on monotherapy
– Newly diagnosed stage-II
– Diabetic hypertensives

Budget: 800,000 BDT

Trial design

Coversyl Plus,
One tablet daily Follow-up (Visit#2 & 3)
Blood pressure data
Side effects (if any)

FEB MAR APR MAY

MAR APR MAY JUN

APR MAY JUN JUL

Inclusion (Vist#1)
Blood pressure Data
Seeding trial
Follow-up plan

When What Who

Investigator selection RM

Investigator list finalization SPM

Before
Protocol detailing and proposing RM

Agreement RM
Follow-up call as per call plan
During highlighting efficacy by patients and MIO
taking feedbacks
Follow-up Call # 1
Highlighting BP reduction by each MIO
investigator
Follow-up Call # 2
After Highlighting mean BP reduction by all MIO
investigator
Follow-up Call # 3
Highlighting the rationale for powerful PM / RM
BP reduction
Bangladesh Cardiac Society (BCS)
Congress 2011

• To be held 2-3 April’11 in Dhaka (Probable)

• Activities:
– Symposium at congress (DIM speaker, preferably Victoria
Vandzhura)
– Stall and quiz contest
– RTM at Apollo Hospital / Ibrahim Cardiac
– Symposium at Sylhet
– Special call by DIM personnel with KOLs

• 300 cardiologists will be targeted

Budget: 335,200 BDT

Coversyl Plus
Budget synopsis

COVERSYL PLUS BDT

611 200 (GA) Detailing material 29,500
611 200 (GJ) Sales Force meetings 990,000
611 200 (GL) Epidemio. Studies  
611 200 (GD) Mailings  
611 200 (GF) CSI International congresses  
611 200 (GF) CSI National meetings 335,200
611 200 (GH) National meetings 608,600
611 200 (GI) Press  
611 200 (GK) Grants  
611 200 (GR) Medical Studies 800,000
611 200 (GT) Other Promo Expenses  
Media COVERSYL PLUS Total 2,763,300
 ®

Thank you