Launch Plan
April 2022
A Problem That Needles
2019 2030 2045
110 Mn 134 Mn
77 Million
People with diabetes
8.9 % As the scare grows, India will likely have
National Prevalence
134.3 million people with diabetes
The greatest number of
people with diabetes 1 million diabetes 43 million
were between 40 -
related deaths in people with undiagnosed
59 years of age 2019 diabetes
International Diabetes Federation, Atlas, 9th edition 2019
Therapy Overview
MAT 2021
Sr No Therapy MS (%) Growth(%)
(Crs)
1 Anti-Infectives 23804 14.3 26.4
2 Cardiac 21616 13.0 9.5
3 Gastro Intestinal 19349 11.6 21.5 Anti-diabetic market
4 Anti Diabetic 15695 9.4 6.8 growing at 6.8% with
5 Vitamins / Nutrients 14963 9.0 16.9 9.4% market share
6 Respiratory 12593 7.6 16.8
7 Pain / Analgesics 11383 6.8 22.0
8 Derma 10688 6.4 11.3
9 Neuro / CNS 9752 5.9 9.8
10 Gynaecological 7923 4.8 16.2
Anti-diabetic molecule wise contribution
%
Group 2019 2020 2021 MS
2% 1% Growth
OAD/OAD 6101 6569 6829 44 4.0
9%
GLIPTINS 3546 3602 3737 24 3.7
INSULIN 2928 3094 3358 21 8.5
21% 43% OAD/SGLT2 873 1095 1342 9 22.5
OAD/GLIPTIN&SGLT2 124 211 300 2 42.0
GLP-1 AGONIST 97 117 130 1 10.7
Grand Total 13669 14689 15695 6.8
24%
Gliptins (DPP-4 Inhibitors) contributes 24% and stands at
second position with 3.7% growth
OAD/OAD GLIPTIN INSULIN
OAD/SGLT2 OAD/GLIPTIN&SGLT2 GLP-1 AGONIST
Top Companies in Anti-Diabetic therapy
Sr No Company 2019 2020 2021 % Growth
1 Novo Nordisk 1458.5 1542.9 1744.0 13.0
2 USV 1364.1 1446.9 1481.1 2.4
3 Lupin 1238.0 1358.3 1377.0 1.4
4 Sanofi India 939.5 989.0 1068.2 8.0 Top 15 Companies
5 Sun Pharma 941.6 1004.5 1014.4 1.0
contributes 73.2% of
6 Boehringer 592.9 692.7 716.5 3.4
7 MSD 671.1 668.7 665.5 -0.5 total anti-diabetic
8 Intas 388.3 466.1 546.7 17.3 market
9 Mankind 403.4 470.2 540.2 14.9
10 Eris 370.9 443.2 510.1 15.1
11 Torrent 350.3 403.3 467.2 15.8
12 Micro Labs 324.2 379.3 391.4 3.2
13 Novartis 566.0 421.4 357.4 -15.2
14 Dr. Reddys 239.6 260.9 314.9 20.7
15 Glenmark 274.1 321.6 300.7 -6.5
DPP-4 Inhibitors Market
Growth
Molecule 2019 2020 2021 % Contr.
(%)
Vildagliptin + Metformin 711 665 837 25.8 22.4 • Sitagliptin &
Sitagliptin + Metformin 737 722 706 -2.2 18.9 combination has
Teneligliptin + Metformin 612 666 658 -1.3 17.6 reported -2.2%
Teneligliptin 454 452 408 -9.7 10.9 de-growth.
Vildagliptin 250 281 321 14.1 8.6 • Vildagliptin &
Linagliptin 275 304 279 -8.3 7.5
Sitagliptin group
Sitagliptin 272 267 269 0.4 7.2
continue to be the
Linagliptin + Metformin 177 185 193 4.3 5.2
most preferred choice
Saxagliptin + Metformin 27 23 21 -8.0 0.6
Saxagliptin 21 17 16 -4.6 0.4 for majority of the
Evogliptin 7 14 13 -6.5 0.4 doctors
Total 3546 3602 3737 3.7 100
Anti-diabetic molecule wise contribution
Sitagliptin Sitagliptin + Metformin
272 737
-2.0
-1.6
0.4 722
269 -2.2
267 706
2019 2020 2021 2019 2020 2021
Sitagliptin Market
Sitagliptin + Metformin Sitagliptin
Comp Strength MRP Comp Strength MRP
Brand 2019 2020 2021 Brand 2019 2020 2021
any (mg) (Rs) any (mg) (Rs)
50/500 405 275 279 280 100 315 137 136 135
MSD Janumet 50/1000 415 161 166 155 MSD Januvia 25 260 3 3 10
100/1000 SR 334 41 29 28 50 290 55 56 57
50/500 405 180 176 175 100 315 53 50 45
SUN Istamet 50/1000 416 68 63 57 SUN Instavel 25 259 0 1 0
100/1000 SR 335 12 10 11 50 289 24 22 21
Sitagliptin – Speciality Wise Prescription Share
Per Capita
• Combination is preferred
4
3.48 over single therapy in all
3.5
3
the specialties.
2.5 2.37 • Diabeto, cardio and CPs
2 1.9 have the highest share of
1.59 1.6
1.5 rxns of both combination
1.1
0.88 0.94
1 as well as single therapy.
0.5
0
DIABETO CARDIO CONS PHY CHEST
SITA SITA + MET
SMSRC-Nov-Feb22-IPM
Anti-hyperglycaemic agent algorithm
• AACE Type 2 Diabetes Management
Algorithm 2020
• ICMR Guidelines For The
Management Of Diabets Mellitus,
2018
AACE: American association of clinical endocrinology, ICMR : Indian Council of medical research
: Anti-daibetic Portfolio
Dual therapy
Monotherapy Sulphonylureas Triple therapy
Glimisave M
Biguanides DPP-4
DPP-4Inhibitor
Inhibitors
Cyblex MV
Metformin: Vildagliptin: Glimisave MV
Vildagliptin:Zomelis
Zomelis
Metafort, Maxformin Sitagliptin : ? : Tendia Triglimisave
Teneligliptin
Teneligliptin : Tendia
SGLT 2 Inhibitors
Dapagliflozin : Gluxit
TZD
Pioglitazone : Glitaris
Glinides
Repaglinides: Mage
Molecule description
Molecule Name Sitagliptin Sitagliptin + Metformin
50/500 mg, 50/1000 mg,
Available Dosages 25 mg, 50 mg, 100 mg
100/1000 mg
To improve glycemic control To improve glycemic control
Indication
in type 2 diabetes in type 2 diabetes
Diabetologist Diabetologist
Prescribing specialities Cardiologist Cardiologist
Cons. Physician Cons. Physician
SWOT : Sitagliptin & combination
Strength Weakness
• 1st line therapy as per AAC & ICMR • Prescribers are more inclined towards
• Low risk of hypoglycemia sulphonylureas and combination
• Compared to SU, it delays the progression to • Sales of other gliptins may get hampered
using insulin
• Weight neutral therapy
• Once daily oral dose
• Strong Presence of organisation amongst target
speciality
Opportunity Threat
• Competitor with good market share
• Diabetes type II : Chronic disease with high
prevalence
• Huge DPP-4I market with 3.7% growth
• Less competitor in market
• Strong revenue generation
• Large universe of target specialities
To improve glycemic control in type 2 diabetes
Introducing
Sitagliptin phosphate 100 mg tablets Sitagliptin phosphate 50 mg, Metformin HCL 500 mg
Pack 10 Pack 15
Strength 100 mg Strength 50/500 mg
Type Tablet Type Tablet
MRP 315 Rs/St MRP 415 Rs/St
Targeting & Positioning Sitagliptin phosphate 50 mg, Metformin HCL 500 mg
What? Why? Who?
• A DPP-4 Inhibitor that • Controls diabetes without • Diabetologists
reduces sugar levels by hypoglycaemia and weight gain
• Improves glycaemic control in • Cardiologists
enhancing active Incretin
patients whose diabetes is not • Consulting physicians
hormones adequately controlled by
metformin alone.
Positioning
tremely smart glycaemic controller
Brand benefits
Product Attributes
• Increases insulin secretion
• Decreases glucose overproduction
Sitagliptin phosphate 50 mg, Metformin HCL 500 mg
End-user Benefits
• Controls diabetes type II without
hypoglycaemia and weight gain
Emotional Benefits
Sitagliptin phosphate 100 mg tablets
• Strong and steady diabetes control in just
single daily dose
Brand Objective
Vision
Vision Mission
To make & To establish &
the leaders in DPP-4 inhibitors a 57 Crs Brand in the launch
market year
Sitagliptin phosphate 50 mg, Metformin HCL 500 mg Sitagliptin phosphate 100 mg ablets
Core Strategy Coverage
Doctor Targeted
Specialty DR / Rep
Conversion & retention of
Diabetologist 20
Diabet + Cardio + Physician Physician 20
Cardiologist 20
for &
Total 60
Total No. of Rep : 200
Promotion Strategy Sitagliptin phosphate 50 mg, Metformin HCL 500 mg
Launch
• Launching Brand Website
Pre-Launch
• Communication
• Campaigns
• Marketing inputs
Pre-Launch
Doctors Field Force Stockist
• Teasers • Medical Education program • Customised Launch
• Video News • RCPA message
• Mailers • Doctor targeting and profiling • E-detailer
• Reporting website update
Launching Brand Website Sitagliptin phosphate 50 mg, Metformin HCL 500 mg
• For spreading brand awareness
• For major campaign drive
Launch Communication
When stability is urgently required,
an tra hand is always needed to control the uncontrolled…
To improve glycemic control in type 2 diabetes
Rx
Sitagliptin phosphate 50 mg, Metformin HCL 500 mg
tremely smart glycaemic controller
Controls diabetes type II without hypoglycaemia and weight gain
• DPP-4 Inhibitor
• Increases Inulin release & decreases glucagon levels Also Available
• Offers greater glycaemic control then glimepiride and reduce TDD requirement of Insulin
Sitagliptin phosphate 100 mg ablets
Campaigns Sitagliptin phosphate 50 mg, Metformin HCL 500 mg
Sitagliptin phosphate 50 mg, Metformin HCL 500 mg
Objective: For long-term doctor consolidation
• Potential doctors or any one of his immediate family member will be enrolled for lifetime
supply of or
• Bi-monthly supply will be delivered directly to doctors address.
• Enrollment will be done by collecting doctor’s own address.
• Doctor can himself too raise the request by visiting our website or directly via helpline no/
Representative.
Dr/BE: 20 Diabeto + 20 Cardio + 20 Physicians
Sitagliptin phosphate 50 mg, Metformin HCL 500 mg
Objective: Acquisition of potential doctors for long term support
• Academic platform where discussion on major
advancements in Diabetes management will be done.
• These would be specifically “Weekend Round Table
Meets”
• 45 minutes discussion session on recent updates in
diabetes management by corporate KOLs
• It will serve as engagement opportunity for Speakers +
Delegates
• Token of appreciation for Delegates and Faculties
Sitagliptin phosphate 50 mg, Metformin HCL 500 mg
1 Meeting/ #200 3000
BE- HQ meetings delegates
4 Months
(From Launch)
Dr/BE: 5 Diabeto + 5 Cardio + 5 Physicions
Sitagliptin phosphate 50 mg, Metformin HCL 500 mg
• A basket that contains all the basic diabetic requirements of a patients.
• It will be given to 5 deserving patient of the doctor.
• Patients or doctor will chose any 3 objects from our website, we will further locate it and then the BE will
deliver it to the patient’s house or to the doctor.
• Basket will contain-
or [Link]
Yoga class coupons
10 days therapy
Medicine Box
Glucometer
• A customized message will be shared with the patient by doctor’s name after the delivery of the items.
Dr/BE: 5 Diabeto + 5 Cardio + 5 Physicions
Marketing inputs Sitagliptin phosphate 50 mg, Metformin HCL 500 mg
The Diabetes Cookbook Study In-shorts Fitness Kit
We will create celebrity edition Large and exhaustive studies are Personalized Fitness kit for doctors
magazine in which each celebrity will presented in very short one page given every month ranging from
curate some dishes which are diabetic detailer presented in the form of sport shoes, gym bag, hand gloves,
patient friendly as well as delicious infographics. gym shoes.
We will publish it and give it to the
doctors on monthly basis
Brand Projection
Qty 10 Lc Val. 40 Crs Qty 5.5 Lc Val. 17 Crs
In launch year In launch year
Month wise Brand Projection : Xitamet
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Qty (Vial) 60000 60000 70000 75000 85000 85000 90000 90000 90000 100000 100000 100000
Value (Cr) 2.5 2.5 2.9 3.1 3.5 3.5 3.7 3.7 3.7 4.2 4.2 4.2
Month wise Brand Projection : Xita
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Qty (Vial) 35000 35000 40000 40000 45000 45000 45000 50000 50000 55000 55000 55000
Value (Cr) 1.1 1.1 1.3 1.3 1.4 1.4 1.4 1.6 1.6 1.7 1.7 1.7
Promotional Budget Sitagliptin phosphate 50 mg, Metformin HCL 500 mg
Sales Budget (NRV) (Cr) 38.3
Total Promotional Expenses (Inputs) (Cr) 5.9
Expense / Sales Ratio (%) 15.40%
Promotional Expenses (Samples) (Cr) 0.89
Expense / Sales Ratio (%) 2.32%
Thank you
Bhumit Patel
