The most effective lowering lipids in Russian Federation

1.

KRKA’s STATIN :
THE MOST EFFECTIVE
LOWERING LIPIDS IN RUSSIAN
FEDERATION
Promotional proposals in RF
Marketing department in RF
January, 2004

2. Current market situation in RF (RMBC data, wholesale prices, 2003)

25 000 000
1
45,03%
46,34%
0
20 000 000
0
37,50%
15 000 000
0
31,54%
30,39%
0
0
27,27%
10 000 000
0
0
5 000 000
0
0
0
Value of statins market size, €
Grow th of statins market size %
0
2000
2001
2002
2003
(estim.)
3 296 540
4 298 338
5 653 972
8 200 000
30,39%
31,54%
45,03%
2004
(estim.)
2005
(estim.)
2006
(estim.)
12 000 000 16 500 000 21 000 000
46,34%
37,50%
27,27%

3. KRKA Statins in RF Market.

There will be three KRKA’s statins
in RF at the end of the year 2004:
• Vasilip is the leading statin.
• Atoris is the perspective statin.
• Holetar is the statin without active
promotion.

4. Main players of RF statins market, value, € (RMBC data, 2003)

3 кв 2003
2 кв 2003
1 кв 2003
Atorvaststin
4 кв 2002
Lovastatin
Pravastatin
3 кв 2002
Simvastatin
2 кв 2002
Fluvastatin
1 кв 2002
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sivastatin, Atorvastatin and Lovastatin is main players of RF statins market.

5. Structure statins sales in last 3 years in volume:

100%
90%
Others
80%
Mevacor (MSD)
Lipostat (BMS)
70%
Medostatin
(Medochemi)
Simvor (Ranbaxy)
60%
Lescol +EL
(Novartis)
Simgal (IVAX-CR
a.s.)
Holetar (KRKA)
50%
40%
30%
Vasilip (KRKA)
20%
Liprimar (Pfizer)
10%
Zokor (MSD)
0%
1 кв 2001 2 кв 2001 3 кв 2001 4 кв 2001 1 кв 2002 2 кв 2002 3 кв 2002 4 кв 2002 1 кв 2003 2 кв 2003 3 кв 2003

6. Structure statins sales in last 3 years in value:

100%
Others
90%
Mevacor (MSD)
80%
Lipostat (BMS)
70%
Medostatin
(Medochemi)
Simvor (Ranbaxy)
60%
Lescol +EL
(Novartis)
Simgal (IVAX-CR
a.s.)
Holetar (KRKA)
50%
40%
30%
Vasilip (KRKA)
20%
Liprimar (Pfizer)
10%
Zokor (MSD)
0%
1 кв 2001 2 кв 2001 3 кв 2001 4 кв 2001 1 кв 2002 2 кв 2002 3 кв 2002 4 кв 2002 1 кв 2003 2 кв 2003 3 кв 2003

7. The special features of promotions Vasilip in target group - cardiologists, data of COMCON, 2003

35
Зокор
Липримар
Высоко эффект.\ЛП для коррекции липид.обмена
30
25
20
15
10
Вазилип
Мев акор
Вазилип
Лескол
5
Лескол XL
Липанор
Медостатин
Симв ор
Веро-симв астатин
Симло
Кардиостатин
Липостабил
Ров
Липантил
акор 200М
форте
ХолестейдЭйконол
Липостат
0
0
5
Симгал
Холетар
Холетар
10
15
20
2-3 раза в нед.и чаще\ЛП для коррекции липид.обмена
Позиционирование Вазилипа, Холетара, 9 волна исследования, Апрель 2003
Позиционирование Вазилипа, Холетара, 10 волна исследования, Ноябрь 2003

8.

The special features of promotions Vasilip
in target group – GP’s, data of COMCON, 2003
20
Высоко эффект.\ЛП для коррекции липид.обмена
Зокор
15
10
Липримар
Вазилип
5
Вазилип
Холетар
Мев акор
Липостат
Лескол
Липостабил форте
Веро-симв астатин
Липобай
Симгал
Симло
Лескол
Липанор
XLМедостатин
Симв ор
Липантил Кардиостатин
200М
Иполипид
Эйконол
Ров акор
Холестейд
0
0
1
2
Холетар
3
4
2-3 раза в нед.и чаще\ЛП для коррекции липид.обмена
Позиционирование Вазилипа, Холетара, 9 волна исследования, Апрель 2003
Позиционирование Вазилипа, Холетара, 10 волна исследования, Ноябрь 2003

9. Vasilip plans and goals for year 2001 - 2006

2001
2002
2003
2004
(estim.)
2005
(estim.)
2006
(estim.)
Vasilip value,
wholesale
prices, €
196 278
638 617
1 424 660
4 500 000
5 000 000
6 600 000
Value of
statins market
size, €
4 298 338
5 653 971
8 200 000
12 000
000
16 500 000
21 000
000
Vasilip Market
share
4,5%
11,3%
17,4%
38%
30%
31%

10. Vasilip plans and goals for year 2003 – 2004 (RMBC data, 2003)

17%
2003 год
2004 (estim.)
38%
62%
83%
Others ststins market share
Vasilip Market share
Others ststins market share
Vasilip Market share
We have to increase Vasilip market share
more then two time in 2004 year

11. Vasilip and Holetar market share

25%
20%
15%
10%
5%
0%
1 кв
2001
Vasilip
2 кв
2001
3 кв
2001
4 кв
2001
Holetar
1 кв
2002
2 кв
2002
3 кв
2002
4 кв
2002
KRKA's statins
1 кв
2003
2 кв
2003
3 кв
2003

12. Estimate Vasilip market share in 2004

• V18% + H5% = 23%
• 23% + 23% / 100 x 10 = 25,3%
30% Market share – 3 600 000 €

13. Vasilip: promotional activities in RF.

Goal: To achieve Vasilip sales in RF
4 500 000€ in 2004 year
Main strategy:
Long term (1-3 years): Increasing of the
whole statins market in RF.
Short term (1 year): Promotional actions
to stimulate Vasilip sales in the nearest
future.

14. LONG TERM STRATEGY:

1. “National Atherosclerosis Programme”.
Support educational programmes for doctors and patients 30 000€/ year.
Interactive equipment – 40 000€.
Support advertising in mass media (TV, radio, newspapers) with
information about cholesterol and atherosclerosis – 50 000 €/ year.
Print materials for patients - 12 000 €/ year.
Accutrend - 50 000€.
Vasilip National Trial “Vasilip efficacy and safety in patients with
different cardiovascular risk”. National coordinator – Belenkov U.N.,
main investigator – Ageev F.T. (Mareev V.Y.) - 86 000€
Total costs of “National Atherosclerosis Programme”
– 268 000€.

15. LONG TERM STRATEGY:

2. Including Vasilip in regional
reimbursement lists – 17 500€
3. Doctors competition: “The best scientific
work on Vasilip”
– 10 000 €/ year
4. Chemist's competition (only in regions)
– 22 000 €/ year

16. SHORT TERM STRATEGY: Promotional actions to stimulate Vasilip sales in the nearest future.

1. Postregistration studies
• National scientific centre of Prophylactic
Medicine (Moskow). Study: “Vasilip
pleotropic effects in smokers
patients”. Total: 9 000€
• National scientific centre of Prophylactic
Medicine (Moskow). Study: “Effect of
Vasilip on postsprandial
hyperlipidemia”. Total: 9 000€

17. SHORT TERM STRATEGY: Promotional actions to stimulate Vasilip sales in the nearest future.

2. Seeding-trial:
• The basic seeding-trial for cardiologists,
neurologist and GPs with high-middle potential.
Costs of this trial are planned in main budget.
• The additional seeding-trial for GPs with low
potential – 50 000€.
• The additional seeding-trial for cardiologists and
lipidologists with very high potential – 10 000€.

18. SHORT TERM STRATEGY: Promotional actions to stimulate Vasilip sales in the nearest future.

8. Competition for MRs of hospital line.– 1 000€.
9. White Saturdays (ask Mr. Zorko, Poland case, from
Kranjska gora) –
€
10. Bus with laboratory. in Moscow –
11. Other costs - 3500€
€

19. Comparison of Vasilip budgets in 2003 and 2004:

Vasilip Plan 2003 - 643 808€
Main budget
- 202 710€
Additional budget - 0 €
Total budget
- 202 710€
budget / plan - 34,49%
Vasilip Plan 2004 - 4 500 000€
Main budget - 305 000€
Additional budget - 400 000€
Total budget – 705 000€
budget / plan - 15,66%

20. II. Atoris: promotional activities in RF.

Goal of 2004 year:
Successful launch of Atoris in RF.
Main STRATEGY:
A. Long term to create the basis for Atoris
future sales.
B. Short term promotional actions to
stimulate Atoris sales in the nearest future.

21. A. In order to create foundation Atoris future sales we are planning:

A.
1.
In order to create foundation Atoris
future sales we are planning:
Postmarketing long-term and
perspective trial with Atoris in RF (it’s
preliminary name is MOSKVA). Studies of
Atoris (of efficacy and safety) has never
carried out in RF.
Total: 220 000€

22.

B. Promotional actions for Atoris sales
stimulation in the nearest future.
1.
Promotional actions with Atoris for
cardiologists to get their own experience:
2. Sampling.
ATORIS TOTAL COST: 220 000€

23. Common statins budget and PLAN/SALES PLAN in 2004

Common statins plan in RF
Statins main budget (€)
Holetar
Atoris
Vasilip
Total
545 335
203 081
4 035 733
4 784 149
Holetar
Atoris
Vasilip
Total
36 000
84 000
305 000
425 000
191 400
331 470
522 870
275 400
636 470
947 870
Statins additionalbudget (€)
Total budget (€)
36 000

24. Statins plan, sales, budget for 2004, 2005 and index plan/sales for all years

Year
2001
2002
2003
2004
Plan €
540 487
808 665
643 800
4 500 000
Sales €
353 494
519 730
1 940 945
?
Budget
122 263
189 248
202 710
636 470
plan/sales
1,53
1,55
0,33
?
% budget/plan
23%
23%
32%
14%
2005
5 000 000