Group

Introduction

Biogenist Pharma (Pvt.) Ltd.

Biogenist Pharma (Pvt) Ltd.
A Company Dedicated to

Women Health

Specially

Infertility

Biogenist Pharma (Pvt.) Ltd.

 Biogenist Pharma (Pvt) Ltd.

Biogenist Pharma (Pvt.) Ltd.

 Mission

Biogenist Pharma (Pvt) Ltd. is dedicated to serve

humanity especially in the segments of women
health by bringing innovative and State-of-the-
art products to bring happiness and comforts in
their life. Initially we were focused on the
Segment of Obs & Gyne specially infertility. After
setting Benchmarks of services & quality in the
segment of Infertility, we will expend its
operations and entering new segments of
Bio

Pakistan Pharmaceutical Market with the aim of

gen

providing effective & economical medicines for

ist

the entire community

Pha
ma r
(Pv
t.) L
td .
Vision
 
By 2012 Biogenist will be known to
the Pr Practicing Gynecologists as a
company caring the entire basic
healthcare needs of a common
person.

Biogenist Pharma
 Our Working Spectrum
Biogenist Pharma (Pvt.) Ltd.

  
All Infertility Centers of Pakistan

• Australian Concept Infertility Medical Center - Karachi

• Baqai Institute of Reproductive Sciences (BIRDS) – Karachi
• Sind Institute of Reproductive Medicine (SIRM) - Karachi
• Islamabad Clinic Serving Infertile Couples (Pvt) Ltd - Islamabad
• Infertility Services (Pvt) Ltd - Islamabad
• Gynecological Advisory Services - Islamabad
• Lahore Institute of Fertility & Endocrinology (LIFE) – Lahore

• Liaquat National Hospital (LNH)

• Aga Khan University Hospitals
• Armed Forces Institution of Pakistan
• Practicing Gynecologists
 Biogenist Pharma (Pvt) Ltd.

Operating in major cities of Pakistan

• Karachi
• Hyderabad
• Quetta
• Lahore
• Multan
• Bahawalpur
• Faisalabad
• Islamabad
• Rawalpindi
• Abbotabad
• Peshawar

Biogenist Pharma (Pvt.) Ltd.

 Marketing Plan 2010

HMG & HCG

Biogenist Pharma (Pvt) Ltd.

 Executive Summary
2010
With the increase in awareness about infertility and its
management, simultaneously there is an increase in the growth
of Gonadotropins market in Pakistan. The gynecologist in big
cities has all the potential to prescribe expensive products like
gonadotropins or progesterone like Cyclogest.

The HMG market is growing day by day as doctors have good

experience of using HMG e.g. HMG Massone and IVF-M which
are already been marketed by Excel & L.G earlier.

In the first phase Biogenist Pharma will identify those

gynecologist who has used it in their practice.

In the second phase we will create an awareness among

gynecologist on the role of Highly Pure HMG as ovulation
inducer through lectures program and product presentations .

There are 11 IVF & 4 IVC centers in Pakistan how are using HMG

Biogenist Pharma (Pvt) Ltd.

2010
Market Review / Situation analysis
Gonadotropins Market = Rs. 921 million
(including FSH, LH, hCG & CC)

Unit Value* Growth

hMH 120000 174.1 173%
hCG 192000 335 7%
rFSH 50000 240 20%
Pure FSH 15000 13.9 -
CC 544,000 158 5%

*Value in Millions 3QRT/2008

Biogenist Pharma (Pvt) Ltd.

2010
HMG in IVF Centers

IVF Centres of Pakistan

There are Ten IVF Centres in Pakistan

7. Lahore institute of Infertility & Endocrinology –(LIFE)

Lahore
8. Serge Med Infertility Care - Lahore
9. New Australian Concept Medical Centre - Lahore
10. Australian Concept Medical Centre – Karachi
11. Sindh institute of Reproductive Medicine – Karachi

Biogenist Pharma (Pvt) Ltd.

2010
HMG in IVF Centers
 Baqai Institute of reproduction and development Sciences
(Birds) Karachi

 New Australian Concept Medical Centre – Karachi

 Saad Rana’s Infertility Clinic Islamabad

 Infertility Services (Pvt) Ltd Islamabad

 Islamabad Clinic Serving Infertile Couples (ICSI)

Islamabad

 Note:
New 4 IVF & 3 IVC centres are on the way

Biogenist Pharma (Pvt) Ltd.

2010 Hormonal Injectable
Preparations Available In
Pakistan Market
Products Company
HMG Massone Excel Healthcare Lab
Gonacor Excel Healthcare Lab
Pregnyl Organon
Purigon Organon
Gonal-F Hilton
IVF-M LG
IVF-C LG
Follimon LG
Menogon Ferring

Biogenist Pharma (Pvt) Ltd.

2010
Price Comparison HMG

Brand Name Company Pack size MRP

Menogon 75 IU Ferring 1x1 700

HMG Massone100 IU Massone 1x1 573

Humegon 75IU Serono 1x1 750

(Discontinued)

IVF-M 75 IU LG 1x1 500

IVF-M 150 IU LG 1x1 900

Biogenist Pharma (Pvt) Ltd.

2010
Price Comparison HCG

Brand Name Company Pack size MRP

Pregnyl 1500 IU Organon 1x1 200

Pregnyl 5000 IU Organon 1x1 700

Gonacor 5000 IU Massone 1x1 573

IVF-C 1000 IU LG 1x1 150

IVF-C 5000 IU LG 1x1 500

Biogenist Pharma (Pvt) Ltd.

2010
Price Comparison FSH

Brand Name Company Pack size MRP

Puregon 50 IU Organon 1x1 1700

Puregon 100 IU Organon 1x1 3400

Fertinorm 75IU Serono 1x1 1050

(Discontinued)

Follimon 75 IU LG 1x1 900

Follitrin 75 IU Massone 1x1 900

Biogenist Pharma (Pvt) Ltd.

2010 Situation Analysis

At present, there are many national & multinational companies

serving the infertility segment. The Gonadotropins market is
also showing an increasing growth trend. This is due to the
increase in awareness of both doctors as well as the end users
(the patients).

According to data of 3ed QTR 2008 the total Gonadotropin

market worth Rs. 921 million at a healthy growth rate of 16%.

Keeping in view the increasing growth trend in the hormone

market one can predict that there will be more business
opportunities in future provided the services & introduction of
new researched products.

As far as HMG & HCG market is concerned, the market share

is divided in to two players Massone by excel & LG market by
Galaxy .
Biogenist Pharma (Pvt) Ltd.
2010 Market Segmentation:

Biogenist Pharma (Pvt) Ltd will place HMG in the

segment of infertility with a special reference HMG
provides best quality of FSH & with LH form
Highly pure Europeans source

Segmentation Strategy:

Biogenist Pharma (Pvt) Ltd will provide solution to

practicing gynecologist who has problems in
dealing with oral medicine during infertility
management.

Biogenist Pharma (Pvt) Ltd.

 Target Market:
2010
PCO is one of the most common endocrine disorders among
women during their reproductive age.

According to the survey conducted by Biogenist Pharma (Pvt)

Ltd team, the incidence rate of infertility due to PCO is about
40% to 50% and thus MHG & HCG can be placed as a drug
of choice.

Target Marketing Strategy:

As infertility is a niche segment we will adopt a concentrated
marketing strategy according to…

• Company resources availability

• The degree of product acceptance
• Product life Cycle stage
• Competitor’s marketing strategy
Biogenist Pharma (Pvt) Ltd.
 Market Positioning Statement
2010
“HMG provides best quality of FSH & with LH for your
Clomiphene Resistant patient where you need safe and
effective therapy at economical price .”
Indication
• Ovulation Induction in Ovulatory Patients
• Anovulatory Cycles
• Recurrent Miscarriage of Endocrine Origin
• Male Infertility
• Assisted Fertilization in IVF Centers

HMG The mainstay in Ovulation Induction

•HMG Confirms the growth & recruitment process of
folliculogenesis.
•HMG Regulates the aromatization process through LH.
•HMG Ensures a competent oocyte & improve fertilization
rate.
 SWOT ANALYSIS
2010
Strengths

• Good penetration in the segment of Gyne / Obs & IVF Centers

• A product from Highly pure Europeans source in field of
gonadotropins.
• Strong Distribution network, Presence in major cities of Pakistan
• Trained field force.

Weakness

• HMG & HCG is Urinary Gonadotropin while rFSH is more

popular among IVF & IVC gynecologists
•Poor socioeconomic condition. ( High Price)
• Less Awareness among General gynecologists about

Gonadotropin
Biogenist Pharma (Pvt) Ltd.
 SWOT ANALYSIS (Cont…)
2010 Opportunities

•Growing Market & acceptance for new research products.

• Increasing awareness among the patients for the treatment of
infertility.
• Less focus of competitor in street business.
• Biogenist Pharma (Pvt) Ltd image as a company
dedicated to women health.
• More IVF Centers are expected to be functional in the near
future.

Threats

• Strong competition from Multinational & National like

Organon and Branded Generic Companies in IVF Centers.
• Government Policies against imported products.
• Threat of mergers and collaboration at level of principal.
 HMG & HCG
2010 Objective:

To establish HMG & HCG as drug of choice in cases of infertility

management among practicing gynecologist.

Qualitative:

To create awareness among gynecologist about the safe and

effective use of HMG & HCG in the cases of ovulation induction

Quantitative (Forecast):

Product Year 1 Year 2 Year 3

HMG 75 IU 24000 36000 48000
HCG 5000 IU 60000 120000 180000
FSH 75 IU 5000 7000 10000
Marketing Strategy
• To identify those gynecologists who are already aware of using pure FSH

• To identify and convince practicing gynecologist about the use of HMG &
HCG through awareness programs
2010 Tactical Plan

Pre launch Activities

• Doctor List
• Teaser and Introductory letter to doctors / Pharmacies
• Development of training / promotional material
• Availability at retail shop level ( Selected)

Awareness Programs

• Launching conference: Karachi

• Speaker: Dr. Shaheen Zafar
• Participants A Class IVF Gynecologists

• Launching Conference Lahore

• Speaker: Dr. Saqib Siddiiq
• Audience: IVF Gynecologist

•Launching conference: Rawalpindi /Islamabad

•Speaker: Dr. Saad Rana / Dr. Naseem Ashraf
•Participants A Class IVF Gynecologists

Biogenist Pharma (Pvt) Ltd.

 Tactical Plan (Cont…)
2006
Awareness Programs (Cont…)

• Launching Conference Peshawar

• Speaker: Dr. Naseem Ashraf
• Audience: A Class Gynecologist

• Launching Conference Quetta

• Speaker: Dr. Shaheen Zafar
• Audience: A Class Gynecologist

Other Post Launch Activities:

• RTM’s
• Product presentation
• Symposia / Seminar
• Participation in Annual Conference
• Ward Program

Training of Field Force. (Product and Skills)

• Launching conference on Regional level

Biogenist Pharma (Pvt) Ltd.

 Promotional Plan
2010
Objective:

• To establish HMG & HCG as a product of choice among those

gynecologist who have awareness about the use of Clomiphene .
• To identify & convince practicing gynecologist who are using other
treatments for infertility through awareness programs
• To generate sales of HMG in IVF - Centers

Strategies

Phase I
In all the regions and districts field force will provide a list of
Customers who are treating infertility or willing to use & keep their
promotional focus to listed doctors.

Phase II
The field force will identify future potential customers and HMG &
HCG promotion will start through a round table meeting / local speaker
program.

Biogenist Pharma (Pvt) Ltd.

 Drug Manual and Training Content
2010

1. Reproductive System
2. Hypothalamic Pituitary Ovarian Axis
3. The Biosynthetic Pathway for Estrogen
4. Two Cell Two Hormone Theory
5. Disease Concept
•Polycystic Ovarian Disease
•Hyperinsulinemia
•Obesity
•Hirsutism
•Infertility

10.Ovarian Stimulation Protocol with Follitrin in PCO

11.Product Profile

Biogenist Pharma (Pvt) Ltd.

2010
HCG Launch Schedule
Launching / Training Conference

Pre-Launch Activities:

• Training / Product Manual

• Reprints & Studies

• Literature Printing

• Doctor’s List accomplishment

• Visit & Discussion with IVF doctors to understand the role and
usage of HMG, HCG & FSH

Biogenist Pharma (Pvt) Ltd.

2010

Biogenist Pharma (Pvt) Ltd.