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Marketing plan and Commercialization
Ms. H. Gwani
Ms. S. Jain
Ms. V. Varkey
Mr. A. Awosusi
Mr. D. Igwe
Mr. P. Waghmare
SaphvidTM
in early detection of Pre- eclampsia
G7 Diagnostics
Headquarters: United Kingdom
Area of expertise: Early detection of Pre- eclampsia
Latest product: SaphvidTM
Foundations:
• Strong R&D base in early detection of Pre-eclampsia
• Filed patent
Scope of improvements:
• Diversification
• Global expansion
April 10, 2023
April 10, 2023
PURPOSE OF TODAY’S MEETING
… To outline the company’s marketing plans intended not
only to ensure sales but also to create an incredible positive
perspective of our product on the minds of both our direct
customers (obstetricians and midwives) and the end-
users(pregnant women) of the technology…
April 10, 2023
G7 Diagnostics
Mission:
To provide innovative point of care diagnostic products for early
detection of pre-eclampsia in pregnant women
Vision:
To become a global, leading and reliable provider of ‘pre-eclampsia
detection’ diagnostic devices
April 10, 2023
Product: SaphvidTM
Strip: SaphvidTM
Intended Use: Early detection of Pre-eclampsia
Device Used: Triage Meter
Need of the hour:
• No effective diagnostic method available
SaphvidTM
Strip wrapped in foil to keep out moisture
25 packs
Instruction manual
April 10, 2023
Agenda: Marketing Plan
Analysis:
• Market • Macro Environment• Micro Environment• Consumer Analysis
Features of SaphvidTM
G7 Marketing Strategy
Overview: Marketing plan
Positioning, Strategies & tactics
Market expansion
Execution & timeline budget
Conclusion
April 10, 2023
Market analysis:
World Health Report (2005):
• Eclampsia causes 12% maternal deaths per year.
National Statistics (UK,2009):
• Incidence of eclampsia is found to be 4.9/10000 births per year
• Out of 400/ 730,000 cases of eclampsia per birth
April 10, 2023
Source: http://www.cureresearch.com/p/preeclampsia/stats-country.htm
Market analysis:
Analysis: Macro- Environment
•Regulatory laws and legislation for the device
•Government involvement in the health car
Political
•Cost of the product and increasing incidence rate of Pre-eclampsia
•Lower taxation rate for the R&D companies from 2013
Economic
•Increasing birth rate
•Awareness amongst public
Social
•E-commerce
•Improvement in automated technology (process improvement)
Technology
•Policies for environmental friendly process
Environmental
•Patent related work
Legal
April 10, 2023
Analysis: Micro Environment
Threat of new competitors • Tax incentives for R&D (Grant
Thornton, 2010)
• Patents and proprietary knowledge
Competitive rivalry• Increasing research on
Preeclampsia
• Superior technology (Saphvid
)
Threat of substitute products/ services• Trade-off
• Alternate POC test for Pre-eclampsia
Buyer power• Proven results, superior
technology
• Critical need for an effective diagnosis
Supplier power• Supplier concentration
• Patent held by supplier
April 10, 2023
COMPANY PRODUCT(s)
Roche Diagnostics Point of Care Products POC for acute coronary syndrome (ACS) and deep vein thrombosis/pulmonary embolism (DVT/PE).
Point-of-care blood gas systemsInverness Medical Innovations Pregnancy/Ovulation
Sexually Transmitted Diseases (STD)
Infectious Disease
Respiratory Disease
Gastrointestinal Disease
Coagulation/CardiacAbbot Laboratories i-STAT® System diagnostic and data management
products for rapid blood analysis
Summit Doppler Systems Ultrasound Doppler systems used to detect fetal heartbeat (Preeclampsia)
Alere™ Triage Test strip for preeclampsia detection.
Competitors:
Analysis: Customer
Target customer:
• General Practitioner• Gynecologist• Obstetrician• Mid wife
End User/ Consumer:
• Pregnant women
Expectations:• Precision• Accuracy• Ease of operation
Expectations:
• Time taken• Safe and
effective
April 10, 2023
G7 Marketing Strategy
Overview: Marketing plan
A. Research target audience
B. Define clinical utility
C. Assemble clinical advisory
boardD. Validation study
-Value proposition
-Positioning & Key messages
-Public & professional relations-Clinical meetings & publications-Reimbursement, pricing & distribution-Sales promotion, advertising & Internet
1. Research & recommendations
4. Execution timeline & Budget
(Commercialization)
3. Strategies & tactics
2. Objective and target audience
April 10, 2023
Value proposition (USP)
Reliability and accuracy
Amount of sample: 200µL
Ease of operation: guided by instruction manual
Time taken- quick results: 15 minutes
Point of care
Objective and target audience
Product
Class of device: Annex II B
Physician specialty: Gynecologist, Obstetrician
Clinical Utility: early detection of pre-eclampsia
Reimbursement
Price
Manufacturing Cost: GBP 20
Selling price: GBP 40
Place
Manufacturer – G7 Diagnostic Store – NHS- Hospital Central Store – Doctors/Midwives – Patients (Pregnant Women)
Promotion
Clinical meetings, Women Health Magazines, Clinical
Journals, Medical Representatives
Objective and target audience (positioning)
Press release (clinical trials of product)
Publication in Journals
Public & professional relations (contacting doctors, explaining the product technology)
Clinical meetings, symposiums
Sales promotion and advertising
Strategies & tactics
Press Release
NHS, NICE
Obstetricians
Consumer
• Press Release• Facts about pre-eclampsia• Prevent premature birth• Novel technology
• MR meting the doctors: USP • Conference/ workshops• Medical Journals• Interviewing the specialists
• Campaign to create awareness about Pre-eclampsia
• Articles in Magazines
UK Market:Market expansion
Clinical trials Press release NHSNICE
Doctors (specialist)
G7 Medical representatives
Clinical journals
Mid wives
Pregnant ladies
Clinical conferences
Magazine articles
Campaign awareness
Other doctors
Influence of Elements
NHS: National Health Service, NICE: National Institute for Health and Clinical Excellence
International
Distributors•Identify•Regulations in specific
country
Strategic Alliances•Contract•Agreement for 20 % of
sales
Sales & Marketing•Sales Strength of
distributors•Contacts
International Marketing
Market expansion
Specific Diagnostics (P) Ltd (ISO 9001:2000).• A-173, II nd Floor, Shyam Villa, Shubash Nagar, Jaipur
302016 Rajasthan ( INDIA)• [email protected]
Synapse Biotech Ltd• Enugu, Enugu state,
Nigeria, West Africa • [email protected]
Runbio Biotech Co.,Ltd.• Rongsheng Technological
Zone,Univ.Rd.Shantou,Guangdong,ChinaZip Code: 515063
Future Global distribution of SaphvidTM
ACTIVITY DURATION
Press release 20
Clinical Journal 25
Medical Representatives 30
Clinical Conferences 5
Magazine Articles 25
Camapaigns Awarness 25
NHS Approval 30
Indentify international Distributor30
Regulations Approval 10
Distributor Agreement 30 (after approval from international regulatory bodies)
Distributor Contract 30 (after approval from international regulatory bodies)
Month 11 Month 12Month 6 Month 7 Month 8 Month 9 Month 10Month 1 Month 2 Month 3 Month 4 Month 5
Marketing Gantt Chart: Commercialization
MARKETING COSTSActivity Budget GBP
Press release 300
Clinical journals 200
Clinical conference 9300
Press conference 6000
Campaigns 17000
Magazine article 200
Salary 120,000
Total 153,000
April 10, 2023
Conclusion:
•Analysis of the environment has led G7 Diagnostics to:
• Identify target customers
• Build a robust marketing plan based on competent strengths
• Market expansion
• Associated marketing cost
THANK YOU!