ANxOLAM 0.25 ANxOLAM 0.

5 Alprazolam

Surging ahead for Healthier World

Chandan Manoj Swati

Hitesh Manjeet Rakesh

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Our vision is built around a desire to being not just the best, but a leader in the development, manufacture and sales of premium pharmaceutical products. Surging ahead for Healthier World

To become an organization answering to the highest standards of professionalism, Medsurge aspires to deliver value through high quality pharmaceutical products and build strong brands across therapy segments.

13 1 oct 2012

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Our four pillars of Business Beliefs are:

Quality - A driving force for the organization across the value chain Ethics - Manage businesses by imbibing best practices of governance and Ethics Customer Focus - Seek to understand customer needs and focus on Customer Satisfaction Respect for People - Our most important belief: Respect people and their contribution ...Because health is in small details

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Molecular Formula: C17H13ClN4 Molecular Weight: 308.76492 Chemical name :-8-chloro-1-methyl -6-phenyl-4H-s-triazolo [4,3-] [1,4] benzodiazepine Common name : Albendazole Uses : panic disorder, and anxiety disorders,such as generalized anxiety disorder (GAD) or social anxiety disorder (SAD) Indications : Alprazolam has anxiolytic, muscle-relaxant, anticonvulsant, antidepressant and sleep-modifying effects

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Active Ingredient:Alprazolam
Inactive Ingredient:Cellulose, corn starch, docusate sodium, lactose, magnesium stearate, silicon dioxide and sodium benzoate. In addition, the 0.5 mg tablet contains FD&C Yellow No. 6 and the 1 mg tablet contains FD&C Blue No. 2.

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Alprazolam has anxiolytic, muscle-relaxant, anticonvulsant, antidepressant and sleep-modifying effects. Alprazolam binds to the aminobutyric acid (GABA)-specific sites throughout the CNS, leading to an increase in the inhibitory effect of GABA on neuronal excitability. Increased neuronal permeability to chloride ions thus results in hyperpolarisation and stabilisation.

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Absorption: Alprazolam is readily absorbed. Peak concentrations in the plasma occur in one to two hours following administration. Distribution : Alprazolam is bound 80% to human serum protein. Metabolism : Alprazolam is extensively metabolized in humans, primarily by cytochrome P450 3A4, half-life is 12 to 15 hours. Excretion : Alprazolam and its metabolites are excreted primarily in the urine. elimination half-life of alprazolam following administration ranges from 10.715.8 hours in healthy adults.

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Contraindications:-Acute narrow-angle glaucoma, preexisting

CNS depression or coma, resp depression, acute pulmonary insufficiency or sleep apnoea; severe hepatic impairment; pregnancy, lactation. Dose : Adult: 0.25-0.5 mg b.i.d Elderly: 0.25 mg bid/tid. Side effect : Depression, anxiety, jaundice, or signs of an allergic reaction, Changes in sex drive or other sexual problems, constipation, Special Precautions :- Dosage reduction or gradual withdrawal. Dependence. Geriatric patients. Muscle weakness, impaired hepatic or renal function; arteriosclerosis; obesity;depression ,chronic pulmonary insufficiency. May impair ability to drive or operate machinery.

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The available strength of ANxoLAM 0.25 ,0.5mg For 0.25 mg tablet b.i.d. 0.25mg x 10 ---1 strip 10 strips --- 1box 100 boxes 1shipper For 0.5 mg tablet b.i.d. 0.5mg x 10 ---1 strip 10 strips --- 1box 100 boxes 1shipper

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ANxoLAM TOTAL IPM COMPANIES LAUNCH MAT( Lac) MS% Gr%

ALPRAZOLAM ALPRAX
TRIKA RESTYL ALZOLAM ANXIT ANXINIL ALPROCONTIN ZOLAX ZOLAM ALPRAQUIL IN9 SMV LU.

15712 TNT TORRENT PHARMA

UNISEARCH CIPLA SUN PHARMA MICRO LABS RANBAXY

0.3 27.6
22.7 13.3 10.3 8.7 8.1 1.7 1.4 1.4 0.8

1 7
-7 3 5 0 10 -5 5 1 0

198808
198905 198808 198808 198811 200008

4341
3572 2081 1615 1369 1275 273 226 223 119

US. CPL SPI MRB RBY

MMH MODI MUNDIPHARMA 200101 INTAS STADMED PRIVATE LUPIN LIMITED 198902 199208 199305

Source: IMS Jan12

OVERALL : Rx RESPONSE SHARE TREND

NOV - FEB MAR-JUN 2011 2011 36170 37848 JUL-OCT NOV - FEB 2011 2012 36566 36116 MAR-FEB 2012 110530 ( % ) +/- in MAR-FEB 2012 Over
NOV-OCT'11

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( % ) +/- In NOVFEB'12 Over
J- O' 11 N- F' 11

TRANQUILLISERS
ALPRAZOLAM CLONAZEPAM LORAZEPAM DIAZEPAM ZOLPIDEM HEMITARTRATE ETIZOLAM NITRAZEPAM CHLORDIAZEPOXIDE ALPRAZOLAM + MELATONIN ALPRAZOLAM-SR

100.0
42.0 24.5 7.4 5.5 4.6 3.3 3.1 2.4 1.5 1.9

100.0
39.4 26.9 7.3 5.5 4.3 3.3 3.2 2.9 1.5 1.8

100.0
38.1 27.2 7.1 6.0 4.5 3.6 3.7 3.0 1.5 1.5

100.0
37.4 28.0 7.1 4.8 4.7 4.7 3.1 3.0 1.6 1.5

100
38.3 27.4 7.2 5.5 4.5 3.8 3.3 2.9 1.5 1.6

0 -4 4 -1 -4 0 13 0 7 1 -7

-1 -3 2 -1 -21 2 29 -17 -2 2 1

0 -11 14 -4 -12 1 41 0 24 5 -20

Source: SMSRC Nov-Feb12

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OVERALL : Rx RESPONSE SHARE TREND

NOV - FEB MAR-JUN 2011 2011 15187 14912 JUL-OCT 2011 13930 NOV - FEB 2012 13492 MAR-FEB 2012 42334 ( % ) +/- in MAR-FEB 2012 Over
NOV-OCT'11

( % ) +/- In NOVFEB'12 Over

J- O' 11 N- F' 11

ALPRAZOLAM
ALPRAX TAB[TPL - VISTA] TRIKA TAB[UNICHM US-CV] ANXIT TAB[MICRO MAIN] RESTYL TAB[CIPLA-OMNICA] ALZOLAM TAB[SPIL - SUN] ZOLAM TAB[SUN-D] ZOLAX TAB[INTAS-Pharma] ALPRAZOLAM TAB[GENERIC] NAT-B TAB[SARABHAI-PH] TEXIDEP TAB[UNISON Ph.]

100.0
26.7 16.6 13.4 10.7 5.9 4.0 0.6 0.9 0.7

100.0
27.3 15.6 14.7 11.2 5.6 4.8 0.5 0.9 0.7

100.0
28.3 13.9 13.6 11.3 6.7 4.0 0.7 0.7 0.5 0.8

100.0
27.3 14.7 14.3 11.3 5.9 4.0 1.4 1.3 1.1 0.8

100
27.7 14.7 14.2 11.2 6.0 4.3 0.9 0.9 0.5 0.8

-4 -3 -8 -2 -2 -4 -4 41 10 204 1

-3 -6 2 2 -4 -14 -5 92 92 104 -5

-11 -9 -21 -5 -6 -11 -11 121 25 2

Source: SMSRC Nov-Feb12

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OVERALL : Rx RESPONSE SHARE TREND

NOV - FEB MAR-JUN 2011 2011 697 674 JUL-OCT 2011 550 NOV - FEB 2012 555 MAR-FEB 2012 1779 ( % ) +/- in MAR-FEB 2012 Over
NOV-OCT'11

( % ) +/- In NOVFEB'12 Over

J- O' 11 N- F' 11

ALPRAZOLAM-SR

100.0

100.0
23.4 16.3 18.7 14.2 7.1 4.2 1.2 2.1 0.9 1.9

100.0
25.8 12.2 14.9 15.6 6.7 6.9 4.4 4.2 1.8 1.8

100.0
21.1 14.8 14.2 13.3 9.0 7.4 4.1 3.4 2.3 2.0

100
23.4 14.6 16.1 14.4 7.6 6.0 3.1 3.1 1.6 1.9

-7 -23 -4 -7 -1 -4 57 12 12 -13

1 -18 22 -4 -14 35 8 -4 -17 30 10

-20 -52 -13 -20 -4 -9 667 46 30 -31

ALPROCONTIN CR TAB[MODI-MUNDIPH] 35.2 ALPRAX-SR TAB[TPL - VISTA] 13.5 ANXIT SR TAB[MICRO MAIN] 11.3 TRIKA SR TAB[NEU FOREVA] 13.2 RESTYL-SR TAB[CIPLA-OMNICA] 7.5 ZOLAX-SR TAB[INTAS AQUILA] TEXIDEP SR TAB[UNISON Ph.] COPAX-SR TAB[CONSERN PH.] ALORA-SR TAB[SHINE PHARMA] ALZOLAM SR TAB[SPIL-SIRIUS] 6.5 0.4 1.9 1.4 2.3

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Strength : 90% of peak benefits are achieved within hour 1st

Weakness : Cant be given in pregnancy Late entrance ant

High quality product

Strong sales and marketing team

Opportunities : High patient pool High market value

Threat : No. of competitors No. of substitutes DPCO

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Short term To launch ANxoLAM in 2013 with a market share of 3%. Long term To be the most prescribed brand by making Citalife a 3.5cr brand by 2013. To launch ANxoLAM -S in 2014 with combination of Sertraline 0.5mg

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1.Consulting Physician 2.Cardiologist 3. G.P.(MBBS) 4.Neurologist 5.Gastroenterologist 6.Psychiatrist 7.Diabetologist

Metros- GPs, CPs, Gastro, Diabeto,Psychiatrists and Neuro-physicians Class 1- GPs, CPs, Diabeto,Psychiatrists and Neuro-physicians Class 2- CPs, GPs

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GPs- Generalized and Socialized Anxiety disorder CPs- Generalized and Socialized Anxiety disorder

Psychiatrics- Generalized and Socialized Anxiety disorder

Neuro physician- Generalized and Socialized Anxiety disorder

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Year 2012 2013 2014

Sales (in Rs) 3.27 Cr 3.6 Cr 4.1Cr

Growth +10% +15

MS 2.08% 2.4% 2.6%

How will we meet the numbers?

Specialty
PSYCHO

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No. of doctors
40

visits
2

Total visits
80

NEURO
CARDIO CP GASTRO

20
30 30 10

2
2 1 2

40
60 30 20

DIABETO
TOTAL

20
140

20
250

1 MR :- 25 Working Days, 10visits/Day 1 MR :- 250 visits/month No. of MRs = 28000/140 = 200 MRs

Price Distribution
For 0.25 mg MRP - VAT(4%) RETAIL PRICE DISCOUNT TO RETAILER(20%) PRICE TO RETAILER DISCOUNT TO STOCKIST(10%) PRICE TO STOKIST COMPANY MARGIN (65%) PRODUCT COST (35%) ED (6%) Basic cost 12.68 0.72 11.96 2.39 9.57 0.95 8.62 5.60 3.02 0.6 2.42 For 0.5 mg 31.10 1.24 29.85 5.97 23.88 2.38 21.5 13.97 7.5 1.86 5.63

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Budget - Sales force planning and forecasting

Q1 No. of doctors % success No. of prescribers Rx per doctor 140 20% 28 50 Q2 140 30% 42 66 Q3 140 40% 56 75 Q4 140 40% 56 80

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Total 520

No. of strips
PCPM No. of MRs Total strips 0.25mg strips 0.5mg strips Total sales

1,392
5991 200 2,78,400 1,85,600 92,800 35,95,072

2,785
11,987 200 5,57,000 3,71,333 1,85,667 71,92,730

4,177
17,979 200 8,35,400 556933 2,78,467 1,07,87,802

4480
18,560 200 8,96,000 5,97,333 2,98,666 1,11,36,050

12,834
54,517 800 25,66,800 17,11,199 8,55,600 3,27,11,654

Promatogram- Qurter Wise Input Plan

Particular Visual aid 5% LBL 5% Gifts 20% Product Reminder 6% Samples (20%) CAMP(5%) Incentive to MR (26%) CME (13%) Total 12,14,307 Q1 (30 %) 9000 9000 3,60,000 Q2 (25 %) 9000 9000 3,60,000 Q3 (25 %) 9000 9000 3,60,000 Q4 (20 %) 9000 9000 3,60,000

ANxoLAM Total 36,000 36,000 14,40,000

1,08,000

1,08,000

1,08,000

1,08,000

4,32,000

3,60,000

3,60,000

3,60,000
36,000

3,60,000

14,40,000
36,000

6,92,307

6,92,307 10,00,000 22,14,307

6,92,307

6,92,307

27,69,230

1250307

12,14,307

72,00,000

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Total Financial summary

Activities Total (in Rs)

Sales Cost of product

Company margin Marketing expenditure Profit to company (Before Tax)

3,27,11,654 11449079
2,12,62,575 81,77,914 1,30,84,662

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Excellent efficacy in Anxiety & Depression Half life of 8-12 hrs offers convenient b.i.d. dosage Non Habit Forming Fast Acting Well Tolerated Significantly Improves Quality of Life with CGIS & CGII Scale

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BRAND POSITIONING

The Right choice amongst benzodiazepine in treating Anxiety Disorders

PUNCH LINE

Improving Minds, Improving Lives

Dr, Lead your Patients on RIGHT path

ANxoLAM

0 Km

Here Anxiety ENDS & Quality Life Begins

Rx

ANxOLAM 0.25/0.5
ALPRAZOLAM

ANxoLAM

The Right choice amongst benzodiazepine in treating Anxiety Disorders

Excellent efficacy in Anxiety & Depression Half life of 8-12 hrs offers convenient b.i.d. dosage Non Habit Forming Fast Acting Well Tolerated
Anxiety

Stress Restlessness Insomnia

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BRAND REMINDERS

Rx

ANxoLAM 0.25/0.5

ALPRAZOLAM

Excellent efficacy in Anxiety & Depression Half life of 8-12 hrs offers convenient b.i.d. dosage and iri5 Pantoprazole 40mgNon Habit Forming Fast Acting Well Tolerated

The Right choice amongst benzodiazepine in treating Anxiety Disorders

ANXIETY

STRESS

RESTLESSNESS

INSOMNIA

Improving Minds, Improving Lives

MEDSURGUE HEALTHCARE

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Thank You