Ompex Esomeprazole - Hexagon Pharmaceuticals (Hypothetical)

COMPANYoverview

Founded Since 2006

Ensure quality and affordability. Profit is the logical outcome.“

“Highest growth rate in the country in 2014

THE ESOMEPRAZOLE MARKET

25%+

Antigastric MedicinesRegistered a 25%+ average

growth in the market in 2014

according to IMS Health

Astonishing RiseTop 3 brands in the Top 10 list are

Antigastric Medicines due to high

sales

TOP 3

Esomeprazole SalesGrew by 46.32% in 2014

More Popular than other generics

Depicted being ‘phenomenal’

v

46.32%

Opportune time to introduce a new anti-gastric drug

WHY USE ESOMEPRAZOLE?

Gastro-esophageal Reflux Disease (GERD)

Acid is allowed to flow back into

the food-pipe (esophagus)

causing pain and a burning

sensation known as heartburn

Stomach Ulcer Prevention

Taking nonsteroidal anti-

inflammatory drugs (NSAIDs) may

develop ulcers (sores in the lining

of the stomach or intestine)

Helicobacter pylori Eradication

Treatment and prevention of the

return of stomach ulcers caused

by Helicobacter pylori

Esomeprazole is used for various purposes

HOW DOES ESOMEPRAZOLE WORK?

Parietal CellsSpecial cells inside stomach lining

Contains enzymes that make

hydrogen ions (H+)

Also houses the ‘Proton Pump’

Proton PumpChemical system called the hydrogen-

potassium adenosine triphosphatase enzyme

system

Actively-transports Hydrogen into stomach

and Potassium into parietal cells through

hydrolysis of ATP

HOW DOES ESOMEPRAZOLE WORK?

PPI

Neutralizes the active

enzymes in parietal cells

Proton Pump Inhibitor (PPI)

‘Inhibits’ or blocks the Active

Transportation of Hydrogen

and Potassium

Stops production of excess

acid, prevents ulcers from

forming

Assists healing process

and reduces heartburn

SuPPIerman? SuperPPIman? Even your stomach needs a superhero!

OMPEX® ESOMEPRAZOLE

Proudly presents…

RAPID ACTION.DURABLE EFFECT.

100% PROTECTION.

OMPEX® 20Esomeprazole Magnesium USP

20mg per Capsule

7x6 Capsules Pack (42)

290BDT/PACK

7BDT/CAPSULE

OMPEX® 40Esomeprazole Magnesium USP

40mg per Capsule

5x6 Capsules Pack (30)

300BDT/PACK

10BDT/CAPSULE

OMPEX® IVEsomeprazole Sodium USP

40mg per Vial

10ml Single Dose Vial

90BDT/VIAL

OMPEX® ESOMEPRAZOLEDosage and Administration Schedule for Adults

Indication

Gastro-esophageal Reflux Disease (GERD)

Dose Frequency

Healing of Erosive Esophagitis 20 or 40 mg Once Daily for 4 to 8 Weeks

Maintenance of Healing of Erosive Esophagitis 20 mg Once Daily

Symptomatic Gastro-esophageal Reflux Disease 20 mg Once Daily for 4 Weeks

NSAID-Associated Gastric Ulcer 20 or 40 mg Once Daily for up to 6 months

Helicobacter pylori eradication (Triple Therapy) 40 mg Once Daily for 10 Days

OMPEX® ESOMEPRAZOLE

Physicians

Promotional Plan

Literature describing

Composition, Usage and

Side-effects

Complimentary Pens with

Ompex® Esomeprazole

Branding

Physician Sample of

Ompex®20

Complimentary

Notepads with Ompex®

Esomeprazole Branding

Direct Marketing

OMPEX® ESOMEPRAZOLEProduct Placement

Using existing supply chain

facilities to integrate the

distribution

Production according to Lot/Batch

system

Delivering to respective Vendors

and Pharmacies

Inventory Control System to

restock upon demand

OMPEX® ESOMEPRAZOLEMarket Segmentation

Males

FemalesTreatment

and Prevention

Gastro-esophageal

Reflux Disease (GERD)

Helicobacter Pylori

OMPEX® ESOMEPRAZOLETarget Market

12-17 18+0-1 PregnancySpecial Case of

Short-term GERD

treatment

Special Case of

Short-term GERD

treatment

Children and

Adolescents

Adults

(Primary Users)

OMPEX® ESOMEPRAZOLEProduct Differentiation

OMPEX® ESOMEPRAZOLE vs. OMEPRAZOLES vs. PANTOPRAZOLE

Esomeprazole is:

More Bioavailable

More effective in treating GERD

Better H. pylori Eradication

Same drug group

Same Mechanism of action

Reaction with same group of drugs

Same side-effects

OMPEX® ESOMEPRAZOLEUnique Selling Propositions (USPs)

Rapid ActionOmpex® Esomeprazole is re-

invented and re-designed to be

faster acting than most

esomeprazoles in the market

Durable EffectOmpex® Esomeprazole provides

a durable effect for hours for the

patient to control acid-reflux

100% ProtectionOmpex® Esomeprazole is

guaranteed to protect the user

one hundred percent

OMPEX® ESOMEPRAZOLEMarket Scenario

Company Name Market Size (Cr) Growth (%)

Square Pharmaceuticals 1766 7

Healthcare Pharmaceuticals 195 17

Renata Pharmaceuticals 473 1

Hexagon Pharmaceuticals 401 21

Highest Growth Rate in 2014

OMPEX® ESOMEPRAZOLE

SERGEL® (Healthcare) MAXPRO® (Renata)

66% 56%56Cr 46Cr

67%

EsomeprazoleTotal Market Size

211CrGrowth

Rate

Market Scenario

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