Piramal Healthcare Limited, Mumbai

Undertaken At: Submitted By: Chandra Prakash Yadav PGDIE Class of 2011 Roll No. 24

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National Institute of Industrial Engineering, Vihar lake Mumbai-400087

Summer Project Report on

To conduct a Market Attractiveness Study in Womens healthcare (ART space) for evaluating the Go/No-Go decision in a new market
Undertaken At

PIRAMAL HEALTHCARE LIMITED

In Partial Fulfillment of

Post Graduate Diploma in Industrial Engineering (PGDIE) Submitted By:

Chandra Prakash Yadav PGDIE Class of 2011 Roll No. 24
Under the guidance of

Mr. Neeraj Garg, COO

Piramal True Care

Dr. Milind Akarte

NITIE, Mumbai

National Institute of Industrial Engineering, Vihar lake Mumbai-400087

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Certificate of Project Completion

This is to certify that Chandra Prakash Yadav, a student of the Post Graduate Diploma in Industrial Engineering (PGDIE), 39th Batch of the National Institute of Industrial Engineering (NITIE), Mumbai has completed his summer project on:
To conduct a Market Attractiveness Study in Womens healthcare (ART space) for evaluating the Go/No-Go decision in a new market

The Projects were successfully completed under my guidance and supervision. His hard work & dedication is highly appreciated. I wish him all the best in his future life.

Dr. Milind Akarte Faculty Guide NITIE, Mumbai

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Acknowledgements

I take this opportunity to extend my sincere thanks to Piramal Healthcare & Piramal True Care for offering a unique platform to earn exposure and garner knowledge in different domains of business. I wish to extend my sincere and heartfelt gratitude to my guide Mr. Neeraj Garg, COO, Piramal True Care & Mr. Atri Banerjee, Senior Manager- Strategic Planning- True Care for their cooperation throughout the course of my project. I am able to say with conviction that I have

immensely benefited from auspicious and prestigious association as a summer intern with Piramal Healthcare & Piramal True Care. I also thank Dr. Milind Akarte my faculty guide, who extended his complete cooperation and support to my cause. Last but not the least I would like to express my profound gratitude to each and every employee of the organization who contributed in their own ways in successful completion of this project.

Chandra Prakash Yadav PGDIE 39 Roll No. 24

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Table Of Contents
1.Executive summary.....7 2.Company background.....8 2.1 Piramal Healthcare Ltd8 2.1.1 Core Values....9 2.1.2 PHLs Growth through M & A....10 2.1.3 Imperatives of Growth.11 2.1.4 Manufacturing Facilities..11 2.1.5 Product Portfolio..12 2.1.6 Power Brands...14 2.2 True Care....15 2.2.1Vision....15 2.2.2 Mission.....16 2.2.3 Goal..16 2.2.4 Power Brands...16 2.3 Awards and Achievements.....17 3. Introduction..18 3.1Objective..18 3.2 Scope...18 4. Methodology18 5. Results & Analysis...19 5.1 Infertility.....19 5.1.1 Causes of infertility..19 5.2 ART in India is dominated by IVF Procedures..20 5.2.1 Success Rates of Assisted Reproductive Therapy21 5.3 Patient Funnel.....21 5.4 The classification of drugs on the basis of fertility drug fertility...22 5.5 Market Dynamics23 5.5.1 Global Scenario.....23 5.6 Market Modeler...25 5.6.1 Market Projections for the next 5 years....25 5.7 Key Players in the market & their Landscape....26
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5.8 Distribution System...30 5.9 Key Trends31 5.10 Key Success Factors for a new entrant in the market...32 6. Recommendation .....32 7. Learning from the project.33 8. Improvements & Future scope.33 9. Academic Contribution in the project..33 10. Webliography.34 11. Bibliography...35

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1. Executive Summary
Objective: To conduct a Market Attractiveness Study in Womens healthcare (ART space) for evaluating the Go/No-Go decision in a new market.

Project Location: Piramal Healthcare Limited, Mumbai

Introduction:
Infertility affects approximately 1012 per cent of couples of reproductive age. An increasing trend has been observed in the infertility over last few decades. Seeing this segment as a potential market, they are trying to understand the market potential, its growth rate, major players in this space, their portfolio & future growth opportunities. Methodology Used: The modes of research used for the present study for collecting the relevant data are: 1. Secondary Research: Background information was obtained from various medical journals, magazine articles and World Wide Web. 2. Primary Research: The information and analysis presented in this report are based on extensive first hand interviews with primary doctors (IVF/Gynaecology Specialist), product

managers/marketing heads (Pharmaceutical Companies), and clinical specialists in the area of reproductive health. Random surveying based on questionnaire provided information about use of products and there market scenario.

Modelling & Analysis:

A market modeller is generated to capture the Primary and secondary research data. The main objectives for creating the market modeller were to size the market potential in India & to find out the market growth rate. Result: After the complete analysis with the market modeller the market size of Rs 246.46 Cr Rs 351.77 Cr was estimated. Also, the market is growing at an annual rate of 15%, thereby projected to grow to ~ Rs 600 Cr by the year 2015.

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2. Company Background
Piramal Group
Spanning across broad spectrum of industries and formats (healthcare, contract manufacturing, diagnostics, original drug discovery, glass manufacturing, real estate etc.) Piramal Group is committed to achieving excellence and leadership by practicing his core values of knowledge, action and care. They adhere to ethically sound, innovative and valuedriven practices in their diverse business ventures and initiatives. Spearheaded by one of India's most dynamic business visionaries, Mr. Ajay Piramal, they at the Piramal Group believe that they exist to care for the world we share and serve. Aiming to offer sustainable support to populations in need through programmes in disease prevention, education, hygiene and access to healthcare, the Piramal Group is wholly committed to fight globally pervasive problems like poverty and exclusion by reducing the burden of disease.

Company Profile 2.1 Piramal Healthcare Ltd.

Piramal Healthcare Ltd, a Piramal Group company, is a globally integrated healthcare company that fulfills unmet medical needs across the world. It has a growth track record of above 29% CAGR since 1988. Piramal Healthcare had consolidated revenues of US$ 656 million in FY2009. PHL is currently ranked 4th in the Indian market with a diverse product portfolio spanning several therapeutic areas. It is also one of the largest custom manufacturing companies with a global footprint of assets across North America, Europe and Asia. At Piramal Healthcare, the core values of Knowledge, Action and Care propel them to improve the quality of lives by democratizing healthcare. They aim to attain leadership in market share, innovation and profits by: Partnering the medical fraternity Building strong capabilities to deliver product and process innovations Attracting and developing the best in class talent

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2.1.1Core Values
Drawing upon the largest source of perpetual wisdom, The Bhagvad Gita a source of inspiration for their chosen path of excellence, they abide by the three distinct principles of:

Gyan Yoga the principle of knowledge and intellect Karma Yoga the principle of action and entrepreneurial spirit Bhakti Yoga the principle of care and compassion

Kowledge

Building a deep understanding of our customer and domains Applying creative / breakthrough ideas for business improvement and growth opportunities

Action

Execution meticulous planning and follow through Passionate about delivering outstanding results Entrepreneurial continuously exploring business improvement and growth opportunities

Care

Commitment to our internal and external customers results Create opportunities for personal and professional growth by developing themselves and others.

Each one of them is encouraged to exhibit these values in their daily actions towards the realization of their collective vision of democratizing healthcare. Their values prescribe them to adhere to the following: They will take the right action only if it is backed by knowledge Their care will have an impact only with timely and bold action Their actions create value only if they care for their customers success

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2.1.2 PHLs Growth through M & A

Year 1988 1993 1995 1996 1998 2000 2002 2003 Company Acquired Nicholas Labs Roche Products Ltd. Sumitra Pharma* Boehringer Mannheim Hoechst Research Center Rhone Poulenc India ICI Pharma Global Bulk Drugs Sarabhai Piramal 2005 Rhodia UK (Anesthetics Business) Avecia UK & Canada 2006 2008 Pfizers Morpeth Facility, UK Anafortan & CEFI Brand Groups of K Lab 2008 2009 2009 HLPL-Bangalore Minrad International Inc RxElite, Inc Strategic Intent Entry into Pharmaceuticals Vitamin A & Brands Bulk Drug Business Diagnostics Portfolio Research Facility Respiratory Portfolio Cardiovascular Portfolio US FDA Approved API Facility CNS & NSAIDS Portfolio Global Critical Care/ Hospital Care API & Custom Synthesis Boosts PHLs Global Presence in C.Mfg Patents' use and non-compete assurances for Cefixime and Camylofin based drugs High-end Injectable manufacturing solutions New APIs, Global Presence Formulations Patent for Anaesthetics

Abbott Taken over Piramal Healthcare Domestic Formulation Business

.US-based Abbott acquired India's Piramal Healthcare's domestic formulation business for US$ 3.72 b (Rs 17,484 crore). After this acquisition Abbott will accelerate its growth in emerging markets giving it the No. 1 position in the Indian pharmaceutical market. Mumbai-based Piramal's domestic formulation business includes manufacturing, marketing and selling of branded generic pharmaceutical products in India, Nepal and Sri Lanka. The asset to be transfered to the US firm include Piramal's manufacturing facilities at Baddi and marketing rights for over 350 brands and trademarks.

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2.1.3 Imperatives of Growth

Strengthening our competitive positions

Therapeutic area capability building

Building rich product pipelines

Exploiting key account relationships

Building marketing frontends across multiple markets

Supply chain enhancement

Enhanced focus on non-US markets to establish new products

2.1.4 Manufacturing Facilities

Our state-of-the-art manufacturing facilities strategically located across the globe produce quality medicines at affordable prices. Our Hyderabad plant is the only one in India to have USFDA approval for the entire facility. It is also accredited and approved by MCA of UK, TGA of Australia and the European and Canadian Drug Authorities, and our Pithampur plant is accredited by reputed organizations like Allergan, Novartis, Solvay and IVAX, amongst others.

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2.1.5 Product Portfolio

We at Piramal Healthcare are committed to fighting diseases to improve the quality of lives through our wide portfolio of products spread across therapy areas. We have some of the strongest brands in the Indian pharma market. A summary of our divisions is given below: DIVISION NAME ACUTE CARE THERAPY AREA Antibiotic Respiratory NSAIDS/Pain Gastro Dermat Nutritional Parenteral Anti Parasitic Gyne Opthalmology / Otolaryngology BIOTECH Antibiotic Nutritional Anti Cancer

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Others CARDIAC Cardiac Nutritional CARDIO-DIABETES Cardiac Nutritional Anti Diabetic CONSUMER PRODUCTS NSAIDS/Pain Gastro Dermat CRITICAL CARDIOLOGY Cardiac Anti Diabetic DERMA Antibiotic Respiratory Dermat Nutritional DIABETES Psychiatry Nutritional Anti Diabetic GENERAL MEDICINE Antibiotic Respiratory NSAIDS/Pain Gastro Nutritional Hormonal Anti Parasitic MULTISPECIALITY Antibiotic Respiratory Cardiac NSAIDS/Pain Psychiatry Gastro National Institute Of Industrial Engineering Page 13 | P a g e

Dermat Nutritional MULTI-THERAPY Antibiotic Respiratory NSAIDS/Pain Gastro Nutritional NEURO-PSYCHIATRY Psychiatry Nutritional ORTHO NSAIDS/Pain Nutritional Hormonal

2.1.6 Power Brands

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2.2 True Care

True Care is the Mass Market Branded Formulations unit of Piramal Healthcare. This is the fastest growing segment in the domestic pharmaceutical market. At True Care, they are focused on evolution of proactive strategies, aimed at generating sustainable competitive advantage based on value-generating business practices.

True Care's best-in-class field force, backed by a nation-wide network of stockists and innovative marketing strategy, ensures that the best quality products are readily available across the nation. Established in 2005, with a team of 50 people, True Care has grown phenomenally and is poised to reach greater heights".

2.2.1Vision
"They will democratize quality primary healthcare in India". This vision drives them to make a real difference to the lives of millions of people with their commitment to effective healthcare solutions.

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2.3 Awards and Achievements

Some of the key accolades that have been conferred upon them are: Piramal Healthcare listed in the:

S&P Global Challengers List of 2006 Forbes Best Under A Billion List of 2003 and 2004 Forbes 2005 List of Best Small Asian Companies

Piramal Healthcare grew from rank 48 to amongst the top 5 pharmaceutical companies in India in just 20 years. Piramal Healthcare was the only pharmaceutical company to have a representation on the Scientific Advisory Committee to the Prime Minister of India. Mr. Ajay Piramal, Chairman, was awarded the Ernst & Young Entrepreneur of the Year Award in 2003 and Entrepreneur of the Year Award by UK Trade & Investment in 2006 and CEO of the Year by World Strategy Forum in 1999. He is the only Indian member of the Governors' Forum on Healthcare in the World Economic Forum. The World Economic Forum in 1996 also selected him as the Global Leader of Tomorrow. In addition, Mr. Piramal has also held several positions of eminence in Indian industry including the Prime Ministers Council for Trade & Industry. Dr. Swati Piramal, Director Strategic Alliances and Communications is also the recipient of several noteworthy titles and awards. Some of them are highlighted below:

Dr. Swati Piramal was conferred upon with Chevalier de l'Ordre National du Mrite (Knight of the Order of Merit) in 2006, one of the highest civilian honors bestowed by the French government.

Awarded the BMA Management Woman Achiever of the Year Award (2004-05). Nominated one of the 25 most powerful women in India, thrice in succession from 2002 till 2005.

Recipient of the Lakshmipat Singhania - IIM, Lucknow National Leadership Award in the category of Young Leader in the field of Science and Technology for the year.

Received the Chemtech Pharma Award for Outstanding Contributions in pharma and biotech Industries.

In 2007, received the Rajiv Gandhi Award for Outstanding Woman Achiever.

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3. Introduction
3.1 Objective: To conduct a Market Attractiveness Study in Womens healthcare (ART space) for evaluating the Go/No-Go decision in a new market. 3.2 Scope: The scope of this report contains A review of male and female reproductive health (infertility prevalence rates) The various causes of infertility in couples having IVF An analysis of market size & growth in the categories of infertility, artificial reproductive technologies, drug An overview of standard pharmaceutical drugs available Market participants and current market player shares An investigation of worldwide IVF cost analysis Distribution channel of IVF drug portfolio The key drivers, challenges & restraints in the market influencing the present and future growth of ART space in India

4. Methodology:
The information and analysis presented in this report are based on extensive first hand interviews with primary doctors (IVF/Gynaecology Specialist), product managers/marketing heads (Pharmaceutical Companies), and clinical specialists in the area of reproductive health. Random surveying based on questionnaire provided information about use of products and there market scenario. Background information was obtained from various medical journals, magazine articles and World Wide Web. Key information from published literature was used to conduct interviews with industry participants to validate and obtain expert opinions on current and future trends in reproductive drugs and technologies in healthcare. Interviews were also used to confirm and/or adjust market size and competitor market share estimates, as well as to formulate market projections. All average annual growth rates are estimated based on the compilation of data, which includes estimated prevalence of conditions, population growth, products in research and development, historical trends, patent expirations and generic competition. The modes of research used for the present study for collecting the relevant data are: 3. Secondary Research 4. Primary Research National Institute Of Industrial Engineering Page 18 | P a g e

Demand Side Interview 1.Doctor Interview IVF Specialist Gynaecologist

Supply Side Interview 1.Pharmaceutical Company Interview MERCK ( Serono & Organon) Sun Pharmaceuticals Intas Bharat Serums Lupin Solvay Pharma LG Life Sciences

5. Results & Analysis:

5.1 Infertility Infertility affects approximately 1012 per cent of couples of reproductive age. An increasing trend has been observed in the infertility over last few decades. 26 years ago, the rate of prevalence in males was 10% & in females it was found to be 90%.But in the rate of prevalence in males has increased sharply to 25-30 %. 5.1.1 Causes of infertility: The recent increasing trend in infertility is majorly because of lifestyle changes. Apart from this daily stress, consumption of adulterated food, tobacco, alcohol & infections are responsible for this. In males Local causes-variocel infection & Oligoasthenospermia are also found be major factors contributing towards infertility, whereas in females Anovulation, blocked fallopian tube, Polycystic Ovary Disease (PCOD) are found be responsible.

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Causes of infertility in couples having IVF/ICSI

3% 4% 17% tubal disease 23% male factor unexplained endometriosis uterine factor 3% 32% multiple factors others 18%

5.2 ART in India is dominated by IVF Procedures Once a patient is referred to an ART specialist, 90% of the time IVF procedures are used for treating infertility & rest 10% includes ICSI, GIFT, ZIFT.

2% 3% 5%

IVF ICSI ZIFT GIFT

90%

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5.2.1 Success Rates of Assisted Reproductive Therapy: IVF: Success rates for IVF treatment procedures are generally between 25% and 35% per treatment cycle. ICSI: Success rates for ICSI treatment is generally 20% per cycle.

GIFT: GIFT success rates are typically high, with a 24% live birth rate per cycle. ZIFT: ZIFT success rates are slightly higher than those produced by GIFT. ZIFT is associated with a live birth rate of 29%. 5.3 Patient Funnel

45 million Patients/annum

Number of Couples Reporting to the Gynaecologist per Annum

90 lakh Patients/annum

Number of Couples complaining of not having a baby

22.5 Lakh patients/annum

Out of that the number of Couples medically proven in fertile

Out of that the number of Couples opting for IUI therapy 2.25 L P/A Out of that the number of Couples opting for IVF therapy
2250 P/A

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5.4 The classification of drugs on the basis of fertility drug fertility:

S.No. Fertility Drug Family 1 Clomiphene

Drug Clomid Serophene Milophene

API clomiphene citrate clomiphene citrate clomiphene citrate menotropins (FSH, LH) menotropins (FSH, LH) menotropins (FSH, LH) Urofollitropin follitropin beta follitropin beta chorionic gonadotropin gonadorelin hydrochloride gonadorelin acetate leuprolide acetate nafarelin acetate goserelin acetate bromocriptine mesylate anastrozole, anastrozone Exemestane

Human Menopausal Gonadotropin- hMG

Pergonal Humegon Repronex

Follicle Stimulating Hormone - FSH

Metrodin Follistim Gonal F

4 5

Human Chorionic Gonadotropin - hCG Gonadotropin Releasing Hormone

Perganyl Factrel Lutrepulse

GnRH Analogs

Lupron Synarel Zoladex

7 8

Bromocriptine Aromatase inhibitors

Parlodel Anastrozole Exemestane

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5.5 Market Dynamics: 5.5.1 Global Scenario Relationship between the Age of the woman & the average IVF success rate:

Average IVF success rate

35.00% 30.00% 29.60% 25.00% 20.00% 15.00% 10.00% 10.00% 5.00% 3.20% 0.00% <35 3537 3839 4042 4344 >44 0.80% 23.60% 18.20% Average IVF success rate

Relationship between the Age of the woman & Average no. of cycles required to pregnancy:

Average no. of cycles required to pregnancy

140 120 100 80 60 40 20 3.4 0 <35 3537 3839 4042 4344 >44 4.2 5.5 10 31.3 Average no. of cycles required to pregnancy 125

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Relationship between the Age group, average no of cycles required for pregnancy & average IVF success rate35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 10.00% 31.3 5.00% 0.00% <35 3.4 4.2 3537 5.5 3839 10 4042 4344 3.20% 0.80% 0 >44 20 40 29.60% 125 140 120 100 18.20% 80 60 Average IVF success rate Average no. of cycles required to pregnancy

23.60%

In India the cost of the IVF therapy is very less as compared to developed countries as well as the other developing countries. And, in India also the cost of treatment increase with the age because of increase in the no of cycles required for conception.

Cost increases exponentially with Age

1,00,000 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 <35 3537 3839 4042 4344 >44 2,331 2,924 3,791 6,900 21,563 Cost ( in $ ) Expon. (Cost ( in $ )) 86,250

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5.6 Market ModellerA market modeller is generated to capture the Primary and secondary research data. The main objectives for creating the market modeller were: To size the market potential in India To find out the market growth rate To find out & validate the major drug classification & their market share To find out the distribution of KOL & non-KOL doctors in India The data which was collected from the primary research via interview of the doctors was timely pooled in the modeller. Then the modeller do the calculation was estimate the market size. Always a range of size was generated from the modeller. The results generated were triangulated with the data obtained from the secondary research. After the complete analysis with the market modeller the market size of Rs 246.46 Cr Rs 351.77 Cr was estimated. 5.6.1 Market Projections for the next 5 years For India- Currently, in India the market size of ~ Rs 300 Cr is estimated with an annual growth rate of 15%. By this growth rate a booming market of ~ Rs 600 Cr is projected by the year 2015.

Market Size of India (in Rs Crs)

700 600 Market Size (in Rs Crs) 500 400 300 200 100 0 2010 2011 2012 Years 2013 2014 2015

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Globally all around the world- Globally the market size of ~ $ 2.7 billion is estimated with an annual growth rate of 7-8 %. By this growth rate a booming market of ~ $ 3.9 billion is projected by the year 2015.

Market Size Globally (in $ bn)

4.5 4 Market Size (in $ bn) 3.5 3 2.5 2 1.5 1 0.5 0 2010 2011 2012 Years 2013 2014 2015

5.7 Key Players in the market & their LandscapeDuring the study it was found that the Indian players dominate this segment with product range across major hormone segments. But in spite of this the MNCs are enjoying more profits as compared to the Indian companies in ART space in India. LG Gonadotropins Infertility Drugs LG IVF-CInj. - Human chorionic Gonadotropin LG IVF-MInj. - Menotropin LG FollimonInj. - Urofollitropin (human follicle stimulating hormone) Bharat Serum Product Trade Name Mednisol Foligraf HuCoG National Institute Of Industrial Engineering Generic Name Methyl Prednisolone Inj. Recombinant FSH Inj. Human Chorionic Gonadotrophin Page 26 | P a g e Hormone/Hormone Modifier Hemopoietic LG EspogenInj. - Recombinant Human Erythropoietin Human Growth Hormone LG EutropinInj. - Somatropin

HuMoG Foliculin GYNACT Miprogen

Human Menopausal Gonadotrophin Follicle Stimulating Hormone Leuprolide Acetate Inj. Natural Micronised Progesterone Inj. Natural Micronised Progesterone

Miprogen Lupin Brand Name Lupigest 100 Lupigest 200

Capsules Molecule Natural Progesterone - 100 Mg Natural Progesterone - 200 Mg Drospirenone - 3 Mg

Yamini Mefnil Misonil -200 Mcg Misonil -25 Mcg Fastrace Oviphene-25 Oviphene-50

+Ethinylestradiol - 0.03 Mg Mifepristone - 200 Mg Misoprostol - 200 Mcg Misoprostol - 25 Mcg Pregnancy Kit Clomifene Citrate - 25 Mg Clomifene Citrate - 50 Mg Human Menopausal Gonadotropin Inj.

Lupi-Hmg 75iu

75 I.U. Human Menopausal Gonadotropin Inj.

Lupi-Hmg 150iu

150 I.U. Follicle Stimulating Hormone Inj. 75

Lupi-Fsh 75iu

I.U. Human Chorionic Gonadotropin Inj.

Lupi-Hcg 2000

2000 I.U. Human Chorionic Gonadotropin Inj.

Lupi-Hcg 5000 Solvay Pharma India Ltd. Product Arachitol Women Health

5000 I.U.

Molecule cholecalciferol IP (Vit D3) Calcium Citrate Malate,

Arachitol-O B-crip clome National Institute Of Industrial Engineering

cholecalciferol (Vit D) Bromocriptine Mesylate IP Clomifene citrate Page 27 | P a g e

Duphaston duvadilan

dydrogesterone BP Isoxsuprine Hydrochloride IP Menotrophin BP (FSH 75 IU + LH 75

Nugon Oestrogel Puregon Utrogestan INTAS GnRH Agonist Brand Name Busarlin 0.5 Busarlin 7 Luprorin 1 Luprorin 4 Luprorin Depot GnRH Antagonist Cetrolix Inj. Hormones and Related Drugs Antipreg Cabgon 0.25 Cabgon 0.5 Ferpill 25 Ferpill 50

IU) and (FSH 150 IU + LH 150 IU) 0.06% estradiol Urofollitrophin BP micronised progesterone

Active Ingredient Buserelin acetate 0.5mg/0.5ml Buserelin acetate 7mg/7ml Leuprorelin acetate 1mg/1ml Leuprorelin acetate 4mg/4ml Leuprorelin acetate 3.75mg

Cetrorelix acetate 0.25mg Inj.

Mifepristone 200mg Cabergoline 0.25mg Cabergoline 0.5mg Clomiphene citrate 25mg Clomiphene citrate 50mg Natural Micronised Progesterone

Hald 100

100mg Natural Micronised Progesterone

Hald 100 Inj.

100mg/1ml Natural Micronised Progesterone

Hald 200

200mg Natural Micronised Progesterone

Hald 200 Inj.

200mg/2ml Natural micronised Progesterone

Hald 300 Ovugro Hp 150 Ovugro Hp 75 Ovumain Hp 150 National Institute Of Industrial Engineering

300mg Highly Purified FSH 150 I.U. Highly Purified FSH 75 I.U. Highly Purified HMG 150 I.U. Page 28 | P a g e

Ovumain Hp 75 Ovunal Hp 10000 Ovunal Hp 2000 Ovunal Hp 5000 Stimufol Sun Pharmaceutical Industries Ltd. Brand Name Caberlin Tablets Gynaecology / IVF

Highly Purified HMG 75 I.U. Highly Purified HCG 10000 I.U. Highly Purified HCG 2000 I.U. Highly Purified HCG 5000 I.U. Letrozole 2.5mg

Generic Name and Strength Cabergoline 0.5mg Clotrimazole 100 mg (Soft Gelatin

Cansoft Pessaries

capsules) Chorionic Gonadotrophin Inj. HCG

Fertigyn 10000 Injection

10000 IU Chorionic Gonadotrophin Inj. HCG

Fertigyn 5000 Injection

5000 IU Chorionic Gonadotrophin Inj. HCG

Fertigyn 2000 Injection

2000 IU Human Menopausal Gonadotrophin

GMH - 150 Injection

150 IU Human Menopausal Gonadotrophin

GMH - 75 Injection Gynazol 50 Capsules Gynazol 100 Capsules Letoval Tablets Lupride Injection Lupride 4 Injection Lupride Depot 3.75 mg Mifeprin Tablets

75 IU Danazol 50mg Danazol 100mg Letrozole 2.5mg Leuprolide Acetate 1mg/0.5ml Leuprolide Acetate 4mg/2ml Leuprolide 3.75 mg Depot preparation Mifepriston 200mg (uncoated tablet) Urofollitrophin(FSH) 150 IU per vial,

Ovitrop 150 Injection

Diluent sodium chloride (0.9%) 2 ml Urofollitrophin(FSH) 75 IU per vial,

Ovitrop 75 Injection

Diluent sodium chloride (0.9%) 2 ml Progesterone 100mg Soft Gelatin

Susten 100 Capsules

Capsules

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Progesterone 200mg Soft Gelatin Susten 200 Capsules Susten 50 Injection Susten 100 Injection Susten 200 Injection Utodin Injection Utodin Tablets Capsules Each ml contains : Progesterone 50mg Each ml contains : Progesterone 50mg Each ml contains : Progesterone 50mg Ritodrine 10mg per ml Ritodrine 10mg Each tablet contains : Misoprostol Zitotec Tablets 200mcg Each tablet contains : Misoprostol Zitotec 100 Tablets 5.8 Distribution SystemThe dual distribution system prevails in the distribution of IVF portfolio drugs. In dual distribution system when the drug is distributed directly to the doctor, a purchase manager procures the drug on the behalf of the doctor & the complete procurement process is highly influenced by him. 100mcg

Drug Manufacturer

Purchase manager Direct to Doctor (13 %) Stockists (73 %)

Doctor

Whereas when the distribution takes place through the stockists to the doctor, the stockists also takes 10% profit in between. Because of the stockist as an intermediate the total cost of the drug to the patient increases.

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DRUG MRP Price to Dr Price to Stockists

HMG 75 563 280 224

HMG150 984 450 360

FSH 1300 700 560

Distribution type Drug- doctor Drug- Stockists

HMG 75 50% 60%

HMG 150 54% 63%

FSH 46% 57%

5.9 Key Trends Component Key Drivers Factors Medical Tourism 1 in 10 couples opting for IVF till 2006-07; now it's 1-6 couples Growing market @ 12-15% in India Technological advancements Key Challenges Price sensitive market Lack of awareness(Knowledge) Lack of IVF Centers Patient Reach Psychological Concurrency Restraints IVF treatment not under insurance (No insurance penetration) High Cost Legal Framework Emotional costs as well as financial cost implications

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5.10 Key Success Factors for a new entrant in the market-

Quality Price Pharmaco Distribution Channel

New Product Innovation Cold Chain Facility

6. RecommendationKeeping in consideration the market potential of Indian market of Rs 300 Cr & growth rate of 15%, the company should enter into the ART space in India. This is going to be a Go-Go situation for the company. The company should capitalize on the key success factors for a new entrant in the market & a make a big impact in this segment.

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7. Learning from the project:

Had an experience of the working on a live project of Market Attractiveness Study Understood Market Research (both primary as well as secondary) & its importance in the business Understood the role of a Strategic Planner in an organization in terms of timely Planning of the project and perfect execution On project aspects Designing market modeller to capture primary & secondary research data Monitoring the execution of the project Understanding the story boarding concepts in an Organization Getting reflex capturing of on the primary research data during the personal interviews with doctors as well as the pharmaceutical companies

8. Improvements & Future scope:

The way forward & future scopes for the project are: Conducting the primary research on a larger sample size Capturing the data from the doctors all across in India in terms of demographic distribution & tier wise geographically distributed cities Capturing the data from the international market in terms of technological advancements for drug delivery

9. Academic Contribution in the project:

Mainly comes from the following areas: Importance of Market Research in an organization Understanding of Market Dynamics in terms of Competitor landscape & product portfolio Importance & impact of Market Environment (internal & external) on the business Market Sizing concepts

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10. Webliography:
1. http://piramalhealthcare.com/(12-04-2010; 10:54am) 2. http://resourceguide.biospectrumasia.com/CompanyDetails.aspx?id=781 (24-042010; 3:42 am) 3. http://www.expresshealthcare.in/200902/it@healthcare01.shtml (24-04-2010; 4:08 am) 4. http://www.free-press-release.com/news-rncos-releases-a-new-report-indiandiagnostic-market-analysis-1265430509.html (01-05-2010;13:15 pm) 5. http://www.free-press-release.com/news-india-diagnostic-market-to-post-stronggrowth-1263373283.html (08-05-2010;16:01 pm) 6. http://www.free-press-release.com/news-organized-sector-to-play-vital-role-in-thedevelopment-of-indian-diagnostic-industry-1266398186.html (08-05-2010;16:23 pm)
7. http://www.expresspharmaonline.com/20080630/biotech16.shtml (10-05-2010;16:45 pm) 8. http://www.infertilityindia.com(16-05-2010;16:45 pm) 9. http://www.sharedjourney.com/ivf/what_is.html(16-05-2010;17:10 pm) 10. http://www.advancedfertility.com/ivfprocedures.htm(19-05-2010;11:01 am) 11. http://infertility.about.com/od/infertilitytreatments/a/what_is_IUI.htm(19-05-2010;15:24 pm) 12. http://www.womens-health.co.uk/iui.html(25-05-2010;23:07 pm) 13. http://www.drmalpani.com/book/chapter24.html(26-05-2010;12:20 pm) 14. http://www.soft-infertility.com/docs/PIInjIUI.pdf(26-05-2010;14:02 pm) 15. http://timesofindia.indiatimes.com/india/Indian-ovum-finds-worldmarket/articleshow/147047.cms(28-05-2010;21:17 pm) 16. http://www.palgrave-journals.com/development/journal/v49/n4/full/1100303a.html(26-05-

2010;14:02 pm)
17. http://www.xooarticles.com/Success-rate-in-IVF.html(01-06-2010;09:32 pm) 18. http://www.varoblog.com/category/industry/(02-06-2010;11:43 pm) 19. http://www.datamonitor.com/store/News/infertility_serono_and_organon_whos_the_daddy?p roductid=F0BF7668-7B9D-4BCD-BDB2-931FE8DCED37(07-06-2010;10:11 pm) 20. www.idealfertility.com(08-06-2010;13:02 pm)

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11. Bibliography:
1. Marketing Management: P. Kotler, K. L. Keller, A. Koshy & M. Jha. 13th Edition, Pearson Education 2. Microsoft Office: Excel 2003, Data Analysis and Business Modelling, Wayne L Winston, Microsoft Press 3. Healthcare Simulation Modeling and Optimization Using Medmodel: C. R. Harrell & R. N. Price. Proceedings of the 2000 Winter Simulation Conference.

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