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Présentation PowerPoint

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									     Prilium team

     UK presentation




UK
     Key issues analysis




UK
          Qualitative synthesis about
            Prilium situation in …

Credibility
     – Company
       • General – Good
       • Cardiology - Poor
     – Product
       • Poor




UK
           Qualitative synthesis about
             Prilium situation in …

Treatment need
 – Moderate/severe case - OK
 – Mild case - POOR
     • Prolongation of life




UK
           Qualitative synthesis about
             Prilium situation in …

Product class
     – No major issue
     – Pimobendan (Vetmedin) has some effect




UK
           Qualitative synthesis about
             Prilium situation in …
Product
     – Dissatisfaction with the product
       • Reconstitution
       • Keeping in the fridge
       • Shelf life*
       • No registration in cats
       • Not adapted to very small dogs*
       • [Unit price*]
       • [Treatment cost]
       *these problems will be solved by the launch of
UK       Prilium 75
          Qualitative synthesis about
            Prilium situation in …
Competition
     – Awareness
     – Position of prescription
     – Communication material quality
     – Liquid USP
     – Commercial offer
     – Perceived efficacy of Prilium
     – Cat

UK
          Qualitative synthesis about
            Prilium situation in …

 Habit
     – Key resistance to trying the product
     – Worse in conditions that are
       • Chronic
       • Severe/life threatening




UK
              Summary of
             resistances UK
                   Credibility
                      5
                      4
                      3
           Habit      2
                                 Need
                      1
                      0


     Competition                 Class


                    Product


UK
     Recommended actions




UK
              Actions
Short term
Mid term
Long term




UK
               Short term
Objectives
     – Increase practice penetration
     – Reduce stock write-off




UK
              Short term
Trial stock offer
     – Read product information
     – Fax answers back
     – “Win” Foc stock
Increased discount
     – Buy 3 get 1 free proposed



UK
                 Mid term
Objectives
     – Credibility
     – Awareness
     – Increase commercial pressure
     – Product positioning
       • (prevent niche of small dog only)
     – Restore sales team confidence


UK
                  Mid term
Advertising (also long term)
     – Key messages
       • Benefits of USP
          – To vet
          – To owner
       • Efficacy
       • Simplicity
       • Safety


UK
                 Mid term
Trial practices
     – Significant financial incentive
     – All new cases onto Prilium
     – Select only practices with high chance
       of success
       • Increase sales team confidence
       • Use team time efficiently



UK
                Mid term
Additional contract sales person?
     – Work high population areas
     – 3 months initial contract
     – Test theory re “commercial pressure”




UK
               Long term
Objectives
     – Increase credibility
     – Establish true need for Prilium
     – Increase sales volume




UK
                 Long term
UK “Service Cardio” CPD meetings
     – Interactive case studies
     – Client attitudes survey
       • To vets & treatments forms
          – Written survey
          – Video interviews
     – Pharmacy rationalisation


UK
               Long Term
Commercial offer
     – Maintain significant price advantage
Advertising pressure
     – Continue to reinforce need
     – Base long term evolution of campaign
       on data from “Service Cardio”



UK
     Extensive list of actions




           Link to Excel file
UK
Relevant actions                         Asia   Belgium   France   Germany   Spain   UK
commercial pressure                                                                X
 advert. pressure                                                                   ?
Launch Prilium 75                         ?       ?         X        X        X      ?
Change/adapt communication positioning                                               X
Create new communication visual                                                      X
International consensus meeting                                                      X
Deepen our knowledge about ACEis
physiopath                                                                           ?
Organise vets meetings (CPDs)                                                        X
Deepen work about Prilium USP (ease of
use)                                                                                 X
Promote use on cats                                                                  X
Improve our commercial offers                                                        X
Check customers targeting
Goodies
UK
                        Ranking
                        according      National or
Key issues              to Mercuri     International          Action 1                  Action 2                     Action 3
                                                       Commercial
Awareness               Competition          L-I       pressure              Advertising pressure        Marketing positioning/New ad?
Position of
prescription            Competition          L-I       Credibility           Awareness                   Habit
Dissatisfaction with                                                         Better promote Prilium
the product             Product              L-I       Prilium 75            USP                         Promote cats ?
Commmercial and
ad pressure             Competition          L-I       Money                 Time                        Marketing positioning/New ad ?
Image of                Credibility-                    our knowledge in
Vétoquinol/Prilium      Product              L-I       the ACEis             Initiate action toward OL   Increase our sales
                                                       Share resources &      consistency and
Material quality        Competition          L-I       experience            planning                     marketing budget ?
Perceived efficacy of
Prilium                 Competition          L-I
                                                       Promote ease of use
Liquid USP              Competition          L-I       (end users)           Promote accurate dosing ?
                                                       Assessment of
                                                       present Prilium
                                                       offers vs customers
Commercial offer        Competition           L        expectations                                      Targeting relevant customers ?
                                                       Off label dose det.

     UK
Cat indication          Competition            I       Cardio                Off label dose det. CRF     Registration CRF
     Constraints concerning
     actions implementation




UK
      Organisational constraints

 Marketing
     –Budget:
      •Significant restraint at launch
      •2004 - £34K remaining
     –How much required?
      •2004 + 2005 = £100K-£150K?


UK
            Priority amongst
                  range
Significantly behind budget
High value products prevail:
     – Marbocyl P
     – Aurizon
     – Propalin
     – Clindacyl
     – Cosequin
     – Cefaseptin
UK
                   Sales team
Time & motivation of the reps
 dedicated to Prilium
     – In the beginning very high
     – Now much less
          – Low unit cost
          – Poor sales conversion rate




UK
          Sales team psychology

Need to address
     – Time efficient strategy
     – Make it easier to sell Prilium
     – Increase sale conversion rate
     – Specific incentive?




UK
     Organisational constraints
Commercial offer
     •Concerns
       – devaluing of the product
       – Lack of margin
     •No significant discount scheme
     •Effect will be small unless need for
      Prilium established

UK

								
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