Brand Adoption.

Mohamed Abdel RazekProduct Manager,m.a.razek@amc-egypt.com,01068843178

Marketing Department,Tabuk-Egypt.

All copy rights are reserved for Tabuk-Egypt.

Customer Consumer

Competitor Compound

C4 Knowled

ge

A professional med rep should :have

1-Customer

Segmentation:1. Derma.2. GPs and IM.Targeting:3. We are targeting the high

potential customers not the Fexofenadine prescribers.

4. List Filtration.5. Pharmacies.

2-Consumer

Chronic Idiopathic Urticaria (CIU) patients.Atopic Dermatitis (AD) patients.Angioedema, food and drug allergy.

The C4 knowledge

Indications Targeted Segments1-Chronic idiopathic urticaria (CIU).2-Atopic dermatitis (AD).

1-Derma (DV).

1-Skin allergies.2-Atopic dermatitis (AD).3-Chronic idiopathic urticaria (CIU).

2-GPs/IM.

1-Angioedema.2-Food allergy.3-Drug allergy.

3-Emergency Room (ER).

The C4 knowledge

1. DV Specialty represents 31% of the total antihistamine market and 41% of fexofenadine 180 market.

2. GP/IM Specialties combined represent 30% of the fexofenadine 180 market.

3-Compound• The fast, potent and

lasting effect of Fexofenadine.

• No sedation (Adv.)• No drug-drug

interactions (Adv.)• 2 weeks pack (Adv.)

4-Competitors• Cetirizine (Zyrtec).• Loratadine

(Claritine).• Desloratadine

(Aerius).

The C4 knowledge

Brand Adoption Stages:

1 .Awareness.2 .Interest.

3 .Evaluation.4 .Trial.

5 .Adoption.

The customers simply know or hear

about the product. The customers show interest for the

product.

The customers mentally evaluate

the product benefits.The customers take the decision to try

the product.The customers

adopt the product and use it regularly.

1-Awareness• The customer simply know about the innovation,

product and the service exist.

Sanzalera!!!

Sanzalera!!!

Sanzalera!!!

Sanzalera!!!

Awareness....

Sanzalera ConceptFexofenadine

1-Fast, potent and sustained effect.2-Truly non-sedating.3-No drug-drug interactions.

1-”Skin Allergy” impact on QOL. 2-”Sedation” impact on QOL.3-”2 weeks pack” impact on patient compliance.4-New name + name of meaning.

The Brand Building

Tele-salesPharmacist

s

AccountsGO or NGO

Private Doctors

The Stakeholders

12

34

Interest

Influ

enc

e

They don’t have a huge interest

but they do have influence (SOV).

The most important stake holders as they are the main SOB

They have interest to avoid losing RXs and they have influence on product availability.

They have interest for the patients and influence (SOV).

Awareness....

• Increase the level of awareness of:

Awareness....What to do??

1

2

3

4

The impact of CIU on the patient’s QOL.The impact of Sleep deprivation on the patient’s QOL.The impact of psychiatric comorbidity on the patient’s QOL.The impact of socioeconomic status on the patient’s QOL.

5 The impact of treatment side effects on the patient’s QOL.

• Increase the level of awareness of Sanzalera name and usage for pharmacies and telesales to avoid losing prescriptions and to ensure continues availability.

• Increase the level of awareness through:Awareness.... How to do it??

Tele-salesPharmacist

s

AccountsGO or NGO

Private Doctors

12

34

Casual meetings for

the Tele-sales at the distributors.

Sanzalera letters

about how does it work

simply.

AV actions to increase the SOV.

1-increase call frequencies.

2-Group meetings and

RTDs.

2-Interest1. The customer wants more information.2. He starts to collect the information related to

the product.3. He starts to be interested about the product

quality, benefits and price.

Interest...• The customers interest in your product is

either naturally found or being created.• If your customer has no interest in your

product, create the interest.

A

B

1

2Those are the actual, real and deeply hidden needs.

The cost of change must be overcome by the benefit –risk ratio.

Action Needs

Cost of change

Adop

tio

n

Interest

Paradigm Shift

Interest...• The customers interest in your product is

either naturally found or being created.• If your customer has no interest in your

product, create the interest.• So you have to:1. Check whether the uncovered needs are

surface or action needs.2. The number of requested prescriptions must

be reasonable enough to avoid the pain of the cost of change.

Paradigm Shift Precautions

3-Evaluation...• The customer mentally examines whether the

product quality, benefits and price are satisfactory or not.

Brand of choice“Cefotax”

Top of mind“Claforan”

is the brand which comes first in the customers' minds when thinking of a particular Field.

Is the brand which dominates customer’s prescriptions in that field.

4-Trial• The customer trials or tests the product.

Trial... To take the risk

• People in general don’t like to be persuaded to buy something, but they want to follow their own decisions.

• But trying something new have risks so you have to rearrange the benefit-risk ratio balance.

• They also need a push to buy.Am I doing the right thing for my patients???Go ahead,

you’re doing the right

thing.

5-Adoption1. This is the last step comes when the customer

makes a decision about the product.2. If the customer is satisfied with the product

results, he will adopt the product and use it regularly.

Surface needs

Cost of change

Top of mind and brand of choice

To take the risk

A

B

Global AB Shift

AwarenessInterest

Evaluation

Trial

Adoption

Adoption...Ad

opti

on

Interest

Thank You All