Ayman Global challenges in pharmaceutical industry

Overcoming the global challenges in pharmaceutical industry.

Ayman Ahmed Zakon lineBur Dubai area

Global challenges in pharmaceutical industry

Pharmaceutical industry’s future has never looked more promising due to the current & upcoming challenges .

The good news major scientific, technological and socioeconomic changes will revivethe industry’s chance , but thesetrends will require making crucial decisions first which resulted in gaining more & more competitive edges .  

 2012-2015 PwC

Current global challenges in pharmaceutical industry

Customer challenge

Market challengeMedpharma challenges

Current Medpharma challenges in pharmaceutical industry

Cost of production of superior quality products.

Hiring of talented people.

Investment in its capital people.

Cost of production through investing in its assets ( machines , lines of production & invading new market potentiality).

Aggressive recent investments expecting big revenue.

Current global challenges in pharmaceutical industry market

The market’s getting much tougher, with tighterRegulation & harsher price controls.

Market corruption.

Tough competition.

Generics reputation.

Changing in market potentiality.

Changing in customer & consumer potentiality.

Current global challenges in pharmaceutical industry customer

Raising customer expectations .

Best quality .

Best results .

Less side effects .

Low price .

Upcoming global challenges in pharmaceutical industry

Increasing cost of production .

More & more competition .

Financial crisis & governmental regulations.

Poor scientific researches

Changing in market potentiality .

One trial may destroy a company .

What is competitive edge?

What can't be defined , can't be measured , can't be controlled & can't be improved .

competitive edge is the superior performance relative to other competitors in the same industry.

Medical representative competencies in order to have a competitive edge

Competency is a cluster of related skills, behavior, knowledge, and experience that enable a person to act Efficient in a job .

Skills:Selling skills.Presentation skills.Communication skills.Negotiation skills.Time management skills.Territory management skills.Planning skills.Customer caring skills.

Medical representative competencies in order to have a competitive edge

Behavior :Self motivated.Hard worker.Honest.Team worker.Proactive.

Knowledge :Product knowledge.Medical knowledge.Market knowledge.Competitors knowledge

Business model to manage my competitors in order to have a competitive edge

PRODUCT DIFFERENTIATION.

QUALITY DIFFERENTIATION

IMAGE DIFFERENTIATION

SERVICE DIFFERENTIATION

Medical representative should utilize his / her competencies in order to have a competitive edge over the competitors through :

Business model to manage my competitors in order to have a competitive edge

Masking customer needs.

Feed back.

Efficient use of resources

Product SOWT analysis.

Sustainable competitive advantage.

Practical real life examples

Example 1 : Carnitole ( L-Carnitine)Product portfolio :Indications : Athenozoospermia.Target customers : Andrology & Dermatology.Competitors : Carnivita forte & L-carnitine.Market analysis : Carnivita is the market leader with market share 50%.SOWT analysis :

Practical real life examples

Example 1 : Carnitole ( L-Carnitine)Objective : is to gain over 20% market share.

Strategy : is to penetrate Mansoura university hospital through the follow up with KOL DR.Moheb Mansour & build relation with him to be as an advocate customer.

Results: my Carnitole PPG in 2010 was 603% with Dkahlia market share 40% & by the end of 2013 my Carnitole sales contributed 15%from total Carnitole sales.

Practical real life examples

Example 2 : G-PACK ( Ginseng & ginko biloba)Product portfolio :Indications : chronic fatigue syndrome.

Target customers : G.P & I.M.

Competitors : Arcalion .

Situation analysis : relaunching of G-PACK after 2 years out of stock , last G-PACK sales record was 70% & it will be relaunched with 20% target contribution.

Practical real life examples

Example 2 : G-PACK.Objective : is to overachieve by the end of the 1st quarter.

Strategy : is to build a new customer base in blue ocean area in order to have a quick response & follow up with pervious G-PACK customers in order to regain their trust & support within 3 months.

Results: G-PACK achievement in the 1st quarter was 101% , G-PACK overall achievement was 120% & I was ranked no 1 among G-PACK line best achievers.

Thank you