ANTI- DEPRESSION AWARENESS 1/12/13 CAMPAIGN Presented by: SYEDA ZUNAIRA HIRA, RAZIA HIJAB, TOOBA

MAJOR DEPRESSIVE DISORDER (MDD)

Major Depressive Disorder is a type of clinical depression, which is also referred as common cold of psychiatric disorders. It can be between the age of 18 to 45 but childhood can also be a victim. General Symptoms of MDD are loss of interest and concentration, irritability, mood swings, feelings of hopelessness, insomnia, suicidal thoughts, suicidal attempts, the frustration and helpless of not being able to

LIV PHARMA REVIEW

LIV Pharma came in operations in 2001 Cause-oriented marketing Focused therapeutic areas => Depression => Other Psychotic disorders. LIV employees have sustained a culture that values excellence, integrity, and respect for people.

MISSION STATEMENT
To bring value to sufferers and customers and bring about a positive impact on peoples lives. To discover and develop a lucratively market innovative and value adding product, to cure the ailments and boost the quality of life. Our promise is to deliver verve and to us Life is what matters most

VISION STATEMENT
To add to our society by providing betterment in lives and lifestyles. We focus to benefit and escort our industry through persistent innovation and improvement. The long term triumph is founded on meeting the expectations of all our stakeholders patients, healthcare providers, our people and the community

BRAND REVIEW
Brand name: Generic name:

ESTOL ESCITALOPRAM

Drug Family: SELECTIVE SEROTININ REUPTAKE INHIBITOR Therapeutic Class:

ANTI-DEPRESSANT

TARGET AUDIENCE
Psychiatrists, Neurologist, Physicians, GPs, RMOs & Orthopedics.

ESTOL S T P
MARKET SEGMENTION

Major Depression disorder: Adults and adolescents, middle-age men, women, elderly Anxiety disorder: GAD & SAD Panic disorder: Accelerate psychiatry penetration Latent Segment: Geriatric and pediatric indication.

TARGET MARKET
A-CLASS Psychiatrist, Neurologist, Physicians and GPs B-CLASS Physicians*, GPs*, RMOs and Orthopedics

POSITIONING

SWOT ANALYSIS

Strengths:
Effective in Multiple Therapeutic indications. FDA approved formulation.

Weaknesses:
Only one formulation is available i.e. tablet form. Mostly under dosage is recommended. Unethical practices by the competitors and inclination to self medication.

Strong CNS image of the company. Strong rapport with KOLs and deep penetration of field force with the customers Strong Marketing Budget

Opportunities:

Threats:
Introduction of potential new molecules in future. High Share of Voice of competition. Rapid growth below the line and direct to consumer advertising.

High growth rate of market More doctors particularly GPs are diagnosing clinical depression Lot of potential in different indications At current, new molecules are high cost and with comparatively low safety profile.

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CONSUMER PURCHASE PRODUCT

LIV Pharma (Pvt.) Pharm E vo (Pvt.) Ltd.

L td.

I nstitutional D istributors

R egional D istributors H ospital Pharm acies Pharm acies M edical & G eneral Stores

Patients

1/12/13

MARKETING MIX STRATEGY

Product Strategy
To provide an advanced, effective, convenient and affordable formulation for the management and treatment of MDD with its related diseases in order to improve the overall quality of patients life.

Price Strategy DOSAGE STRENGT PACK

FORM
Tabs

MRP

SIZE 10 mg 14 s

UNIT COST Rs. 301 Rs. 21.5

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Place Strategy
Regional Distributors maximum coverage. for targeted territories to ensure

Promotion Mix Strategy

 Advertising
1. PDAs 2. Press Ads 3. Public Awareness Material

Sales Promotion
1. Sponsorships 2. Samplings

PROMOTIONAL STRATEGIES
Sampling Give away Round Table Discussions Local Speaker Programs Advertising Ward Renovation Free Health screenings and consultation Sponsoring the Conferences Nation wide

CREATIVE STRATEGY
Self Test Self Help Men Get Depression Back Bring Glee Mirror

MEDIA STRATEGIES
1. Print Media . Magazines for doctors and health-care

professionals

. Supplements . Depression Material for Patients 2. Electronic Media . Paid Media Outreach . Radio Waves . Websites & Email lists

PR CAMPAIGN

Meeting Receptions Press Releases/ Conferences Sponsorships Cost Related Efforts

COMMUNICATION STRATEGY
COMMUNICATION OBJECTIVE

BRING GLEE BACK

INDIRECT ACTION AWARENESS COMPREHENSION ACTION CATEGORY NEED

1. Remind 2. Sell

CONCLUSION
Depression is a serious, yet manageable and curable

condition.
Major depression is a disabling condition which adversely

affects a person's family, work or school life, sleeping and eating habits, and general health. ethical and biopharmaceutical diseased conditions. products in chronic

LIV Pharma spotlight is to offer solutions through quality,

ESTOL is the right treatment of choice in MDD because of it

has proven efficacy, tolerability & cost effectiveness which is better that competitive brands that brings patients back to normal life.
The practices of best and ethically designed marketing

tools and strategies is made sure to achieve the sales goals of ESTOL and LIVs mission and vision.