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Case Overview

Triex is an established player in the US Pharma market

across several therapy areas
Triex is a $20B Pharmaceutical Co headquartered in New York, USA. It is
among the top 15 Pharma companies of the world in terms of gross
revenue
The company primarily operates in the North American and European
markets. Nearly 60% of its revenues are derived from the US Market.
Triex manufactures prescription pharmaceuticals in several therapeutic
areas, including cancer, HIV/AIDS, cardiovascular, hepatitis, rheumatoid
arthritis and psychiatric disorders
It has had a steady growth (7-8%) over the past five years as several of its
drugs are top 2 players across therapy areas.

Triex now plans to enter the $18B diabetes market in US with

launch of a new drug
It has been developing a molecule (proposed brand name Phiksitall), which is
expected to receive approval from the Food and Drug administration (FDA) in a
couple of months

2015 ZS Associates

CONFIDENTIAL

2016.07.29 Campus Beats VNIT - Case Study - Student Version

- Segmentation

ZS Associates | CONFIDENTIAL, Not to be distributed

Case Overview

Why is a launch process important?

Triex has engaged ZS to help ensure a successful launch of Phiksitall. To make this happen, ZS
will work closely with Stakeholders across different functional areas within Triex Pharma
Cathy is the Brand
director for Phiksitall

Ben is director of Sales

Operations

They have different roles and responsibilities within their organization and you, as part of the ZS team,
will be working with them on separate aspects of launch planning

Segmentation

Call Planning

Understand the key customers (doctors) for this drug in

order to develop key marketing strategies

2015 ZS Associates

CONFIDENTIAL

Finalize how to target the segmented customers in order

to maximize profit and optimize sales force efficiency

2016.07.29 Campus Beats VNIT - Case Study - Student Version

- Segmentation

ZS Associates | CONFIDENTIAL, Not to be distributed

Part 1 : Segmentation

2015 ZS Associates

CONFIDENTIAL

2016.07.29 Campus Beats VNIT - Case Study - Student Version

- Segmentation

ZS Associates | CONFIDENTIAL, Not to be distributed

Part 1 : Segmentation

Part 1 - Triex pharma has asked you to classify the doctors into different
segments/groups to maximize trial and uptake, post launch
Scope of work:
1)

Classify the doctors in mutually exclusive segments or groups based on key metrics provided that will
determine doctors attitudes and potential.

2)

Identify 3 doctor groups/segments that Triex pharma should target for Phiksitall, along with the business
justification that is backed up by data

3)

Label these segments as Targets or Non-targets, based on physician details

Conversations with ZS experts have revealed the following guidelines:

4)

Each doctor group/segment should be of sufficient size (in terms of # of HCPs). They should be neither too
small nor too large (the former would result in that segment not being able to be targeted with appropriate
tactics, the latter would defeat the purpose of segmentation)

5)

Segments should be clearly distinguishable from each other based on one or more metrics. Each segment
should explain a behavioral attitude not explained by other segments

6)

Doctors within a segment should be as homogeneous as possible in terms of preferences and behavior and
should be as different from doctors in other segments as possible

2015 ZS Associates

CONFIDENTIAL

2016.07.29 Campus Beats VNIT - Case Study - Student Version

- Segmentation

ZS Associates | CONFIDENTIAL, Not to be distributed

Part 1 : Segmentation

The solution involves segregating physicians based on bucketing

into different parameters
Drug Demitol (competitor) has contracts with nearly all major hospitals
wherein it provides the pills at significantly discounted costs if they write
sufficient prescriptions (scripts)

Clinical trial studies have shown Phiksitall to be similar to the market leader
(Demitol) in terms of side effects profile with slightly improved efficacy

Doctors loyal to a competitor are willing to try (& switch to) this new product
only if it results in cost savings for the patient

Some doctors prefer Panceon over Demitol because of lower side effects and
add on benefit of weight loss. However, some of these doctors are likely to try
and adopt the new product given increased efficacy, if educated properly
2015 ZS Associates

CONFIDENTIAL

2016.07.29 Campus Beats VNIT - Case Study - Student Version

- Segmentation