MARKETING PLAN 2012

Sales Performance
Result & Fore Cast FY 2011
2,000,000

1,500,000

1,000,000

500,000

-
April-11 May 11 Juni 11 July-11 Augst 11 Sept 11 Oct 11 Nov 11 Dec 11 Jan 11 Feb 11 Mar 11

Target Result

Sales Apr-Jan 2011 Fore cast on Feb -Mart 2011 Fore cast on Total FY 2011 Market Share and Growth Rate
Sales B PY % BP % Sales B PY % BP % Sales B PY % BP % IMS Methycobal Market
16,761,782 110 99 3,588,514 107 105 20,350,297 110 100 G/R 10 9
M/S 28
ITMA Data Q- 3, 2011
 MBL Sales Performance by Channel
Distribution

2,000,000,000 6,000,000,000

1,800,000,000

5,000,000,000
1,600,000,000

1,400,000,000
4,000,000,000

1,200,000,000

1,000,000,000 3,000,000,000

800,000,000

2,000,000,000
600,000,000

400,000,000
1,000,000,000

200,000,000

0 0

Total Pharmacy wholesaler Hospital Institution Other

Sales Methycobal terutama di sektor Rumah sakit, dari quarte 1 FY 2009 sd Q – 3 FY 2011, terus menunjukan pertumbuhan yang baik
 Market Review (TC A 11F & A 11D)
Neurobion (Value (IDR 000)
Methycobal (Value (IDR 000)

200,000 25,000

180,000

160,000 20,000

140,000

120,000 15,000

100,000

80,000 10,000

60,000

40,000 5,000

20,000

- -
Q - 1 2008 Q - 2 2008 Q - 3 2008 Q - 4 2008 Q1 - 2009 Q2 - 2009 Q - 3 2009 Q - 4 2009 Q - 1 2010 Q - 2 2010 Q - 3 2010 Q - 4 2010 Q1 - 2011 Q2 - 2011 Q3 - 2011

Neurobion METHYCOBAL

SALES GROWTH % SHARE

PRODUCT TC 2010 2011 % MAT 2010 MAT 2011
METHYCOBAL A 11 F 20,735 22,722 10 11 12
NEUROBION A 11 D 162,094 172,295 6 89 88
TOTAL 182,829 195,017 7 100 100

Perbandingan sales neurobion dengan MBL hampir lebih 8 kali lipat, walau pertumbuhannya masih dibawah MBL, artinya MBL
mempunyai peluang untuk mendapatkan pasar yang lebih besar
 Market Review
Neurobion masuk dalam terapi klas A11 D, dan MBL dalam klass A 11 F, dan perbandingan sales A 11 D, hampir 8 kali lipat dibanding A 11 F, akan
tetapi diagnose profile antara klas A 11 D dan A 11 F memiliki diagnose terapi yang sama yaitu di Diabetes mellitus un spesifik dan Diabetes Melitus
tanpa komplikasi, hal ini menjadi peluang mbl masuk dalam pasar A 11D

450,000
400,000
350,000
300,000
Market Sales (Value) 250,000
200,000
150,000
100,000
50,000
-
Q 1 2010 Q 2 2010 Q 3 2010 Q 4 2010 Q 1 2011 Q 2 2011 Q 3 2011

Vit B 1 Combination (A 11 D) Vit B 12 Plain (A 11 F)

Vitamin B 1 &
Diagnose Profile Vit B 12 Plain (A 11 F)
Combination (A 11D)
Unspec D. Mell 10 14
Diagnose Profile Unspec D. Mell WO Comp 7 15
Dizziness and Giddiness 6 3
Essential (Prim) hypert 6 9
Dorsalgia 4 7
Distrurb skin sensa 5 0
Paraesthesia of skin 4 0
Stroke N / Infarc 4 2
Arthrosis Unspecified 4 4
Other 49 46
Total 100 100
Competitor
Company PTEI MERCK
Brand Methycobal Neurobion
Caps Inj Tabs Inj
Launch Time Sep-88 May-92 Oct 06
MS MAT Q 2 2011 28 40
Growth MAT Q 2 2011 11 14
% Contribution to Company 16 28
Daily Cost Treatment (IDR) 7224 / Day 66219 / Week 2198 / Day 32670 / week

Approved Indication Peripheral Neuropathies Deficiency of Vit B 1, B6, B 12

Discontinue if no response High Vit B6 dose decrease

after taking for several mth action of levodopa
Special Cautions
Neonates, Premature infants
infant & children
Treating the symptoms of Diabetic The Trusted Neurotropic
Marketing Messages
Neuropathy Vitamin

Market Focus Diabetic Neuropathy Diabetic Neuropathy

FTE 15 45
 By Prescription

120

100 3 1 1 8 Neurobion Methycobal

8 6
11 31 2 GP 4526 463
8
80 INT 426 1
8
Neu-Psy 92 66
60 26 Car 14 0
83 Surg 302 46
40 76
68
Ped 4 0
41 Obgyn 50 0
20
Der 20 9
0 EENT 46 18
LAPIBAL METHYCOBAL KALMECO NEUROBION
Pulm 1
GP NEU SUR ENT OPT INT PSY DER Total 5480 603
Scale : 000

Kontribusi peresepan Neurobion banyak datang dari GP dan Int, kalau dibandingkan dengan MBL, MBL
banyak di resepkan di GP dan Neuro, sehingga MBL ada peluang di GP dan Int

Source data : IMDI 2011

 Methycobal Product Awareness by Specialty

75%
Neurologist

30%
Internist

65%
GP

0% 10% 20% 30% 40% 50% 60% 70% 80%

Survey yang dilakukan oleh IMS (Indonesia market surveillence) terhadap 40 dokter Neuro, Internis dan GP, diketahu bahwa peresepan
terbesar datang dari Neuro dan GP, dan masih kurang di Int, sehingga menjadi peluang kita untuk membesar MBL di Internist

Internist ( N = 40)
Neurologist ( N = 40)
GP (N = 40)
 Patient Flow
Data survei menyebutkan pasien dengan diabetes ditemukan ada pada dokter Internist perharinya 1 pasien, dibandingkan dgn
dokter umum yg menemukan 1 kasus diabetes per dua hari

Productivity :
1 internist will
treat 244
Diabetes Productivity :
Mellitus 690,000, 15%
1 GP will find
cases/year = 1
153 Diabetes
case of
Mellitus
Diabetes
3,745,000, 80% cases/year =
Mellitus/day
1 cases of
Diabetes
Mellitus every
two days

TOTAL CONSULTATION : 4.659.000/year

Source Data : IMDI 2S09

GP Int/Pul Neu/Psy Car Sur Ped Obsgyn Der EENT

 Target Kualitatif
Product 2009-Q1 2009-Q2 2009-Q3 2009-Q4 TOTAL AVG
MBL500 1,398,758,073 3,302,475,596 3,475,463,787 3,190,329,606 11,367,027,062 947,252,255
MBL-INJ 791,284,997 1,115,571,619 1,048,390,823 1,127,609,094 4,082,856,534 340,238,045
TOTAL 2,190,043,071 4,418,047,215 4,523,854,610 4,317,938,701 15,449,883,596 1,287,490,300
Product 2010-Q1 2010-Q2 2010-Q3 2010-Q4 TOTAL AVG
MBL500 3,409,466,356 3,421,588,206 3,287,034,315 3,643,706,078 13,761,794,955 1,146,816,246
MBL-INJ 1,095,490,704 1,172,805,870 1,221,774,504 1,320,416,071 4,810,487,150 400,873,929
TOTAL 4,504,957,060 4,594,394,076 4,508,808,820 4,964,122,149 18,572,282,105 1,547,690,175
Product 2011-Q1 2011-Q2 2011-Q3 est 2011 Q 4 TOTAL AVG
MBL500 3,477,066,713 3,823,034,412 3,662,426,261 3,780,483,464 14,743,010,851 1,228,584,238
MBL-INJ 1,287,675,480 1,425,975,942 1,398,641,115 1,488,972,088 5,601,264,626 466,772,052
TOTAL 4,764,742,193 5,249,010,355 5,061,067,376 5,269,455,553 20,344,275,477 1,695,356,290

Year FY 2009 FY 2010 FY 2011

Methycobal Sales 15,449,883,596 18,572,282,105 20,344,275,477
Growth 120 110

Target FY 2012
Growth 15 % vs FY 2011
23.335 Billion
Product 2012 Q 1 2012 Q 2 2012 Q 3 2012 Q 4 TOTAL AVG
MBL500 3,969,507,638 4,167,983,019 4,293,022,510 4,421,813,185 16,852,326,352 1,404,360,529
MBL-INJ 1,519,359,274 1,595,327,238 1,643,187,055 1,725,346,407 6,483,219,973 540,268,331
TOTAL 5,488,866,911 5,763,310,257 5,936,209,565 6,147,159,593 23,335,546,325 1,944,628,860
Target Sales (Kuantitatif)
25,000,000
23,081,126

20,335,794
20,000,000
18,376,293

15,449,884
14,958,212
15,000,000
13,654,514

11,889,599

10,000,000

5,000,000

-
FY 2006 FY 2007 FY 2008 FY 2009 FY 2010 Fore cast 2011 Est 2012

2006 2007 2008 2009 2010 2011 2012

MBL Caps 56,537 67,466 65,654 59,519 66,215 70,333 76,788
MBL Inj 21,729 22,124 23,085 23,467 25,204 28,291 30,202
119 97 91 111 106 116
%
102 104 102 107 112 120
Target Kualitatif

 Merubah persepsi dokter bahwa Methycobal adalah obat bukan

vitamin
 Menetapkan posisi Methycobal pada pasar Diabetik Neuropathy
 Pemahaman yang baik tentang Methycobal untuk terapi Diabetik
Neuropathy di dokter Internist dan GP.
 Keep Prescription from Neurologist
Key Strategies 1
Membangun hubungan baik dengan KOL terutama Endokrinologi, untuk
mendukung bahwa Methycobal adalah obat untuk memperbaiki kerusakan saraf
karena diabetes, melalui :

1. Menjadikan pembicara pada :

 Symposium Methycobal scientific Meeting (5 times in big cities)
 Conjunction with PERKENI activities
 Methycobal Product Presentation Program at 180 Hospital focus

2 . Meningkatkan frekuensi kunjungan ke IM / END dan menyampaikan benefit

Methycobal untuk terapi Diabetik Neuropathy.
3. Melakukan local trial tentang Methycobal dibanding dengan Vit. B kompleks / Placebo
(tentative)
Key Strategies 2

Membangun pemahaman yang baik dari dokter

Internist dan GP tentang pengobatan pada pasien
Diabetic Neuropathy

1. Melaksanakan Methycobal Scientific Meeting dengan pembicara KOL

Internal Medicine – Endokrin, dikota besar seperti Jakarta, Bandung, Surabaya,
Medan.
2. Melakukan Methycobal Product Presentasi di 180 Rumah sakit potensial
3. Melakukan detailing one one dengan target dokter 10 dokter per MR per
bulan
TARGET DOKTER

Target Call

Mayor 1 : GP & Internal Medicine (endokrinology)

Mayor 2 : Neurology (Defense)

Target Aktivitas : GP dan Internal Medicine (Endokrinology)

 ACTION PLAN

1. Methycobal Scientific meeting (mini simposium)

Topik : Diabetik Neuropathy
Target peserta : GP dan Internist
Pembicara : Internist / Neurologist
Target peserta : GP dan Internist
Target Distrik : Jakarta, Bandung, Semarang, Surabaya, Medan,
Budget : Rp. 35 – 50 juta

2. Methycobal produk presentasi

Target peserta / dokter : 5 – 10 GP dan Internist
Pembicara : Internist / Neurologist
Total biaya : Rp. 2.500.000 (termasuk speaker, meal dan fee room)

3. One on One
Target MR PC 2 : 10 dokter / bulan
Target MR SC : 3 dokter / bulan
Target MR RA : 5 dokter / bulan
Budget : Rp. 25.000,- / dokter
 Medical Activitas ( Q – 1)
1. Symposium DOC link (Diabetes, Obesity, Cardiology link)
Partisipasi : Works shop Diabetic Neuropathy
Pembicara : Prof. Sidartawan SpPD, KEMD
Prof. Lucas M, SpS
Peserta : 40 GP
Tanggal : 29 juni 2012
Waktu: 13.00 – 16.00 WIB
Tempat : Novotel Hotel, Jakarta

2. Symposium Endokrinolgy klinik

Partisipasi : Works shop Diabetic Neuropathy
Pembicara : Dr. Hikmat P, SpPD KEMD
Dr. Nani, SpS
Tanggal : 26 Mei 2012
Tempat : Hyatt Regency Hotel, Bandung

3. PERNEFRI Semarang
Partisipasi : Stand Pameran
Tanggal : 13 – 14 April 2012
Tempat : Patra Jasa Hotel, Semarang
 TARGET METHYCOBAL PRODUCT PRESENTASI

District Target Q - 1 Target Q - 2 Target S - 2 TOTAL TARGET

Medan 1 4 6 6 16
Medan 2 1 1 1 3
PKB 2 4 4 10
PLB 2 3 4 9
R1 9 14 15 38
BDG SC 4 6 8 18
CJ 4 6 7 17
R2 8 12 15 35
JKT 15 17 30 62
0
R3 15 17 30 62
SBY PC 2 4 6 8 18
SBY SC 2 2 2 6
KAL 1 2 2 5
MKS 2 4 4 10
DPS 2 2 2 6
R4 11 16 18 45
Total 43 59 78 180
 Promo Material 2012

Key message : Methycobal, Active Cobalamin,

Bekerja langsung memperbaiki saraf yang rusak
Monthly Flyer topics :

Month Target Dr Topic Referensi

Diabetic Neuropathies, The Nerve damage of Diabetes, National of

April GP / INT Diabetic Neuropathies
Health, NIH Publication, Feb 2009 Meliala L et,al
Tanaka, Metabolic fate of Vitamin B12, Li G, Effect of Methylcobalamin
Mei GP / INT Diabetic Neuropathies
on diabetic Neuropathy, Ishara et al, Efficacy of IV administration of
Diabetic Neuropathies, The Nerve damage of Diabetes, National of
Juni GP / INT Diabetic Neuropathies
Health, NIH Publication, Feb 2009 Meliala L et,al, Li G, Effect of
Diabetic Neuropathies, The Nerve damage of Diabetes, National of
Juli GP / INT Differentiation Methycobal Versus other
Health, NIH Publication, Feb 2009 Meliala L et,al
Methycobal : Work Straight Away to Repair Damaged
August GP / INT Li G, Effect of Methylcobalamin on diabetic Neuropathy
Nerve
Methycobal : Work Straight Away to Repair Damaged Ryuichi Kikkawa et al. : Medical Consultation & New Remedies
September GP / INT
Nerve 22:976,1985
Diabetic Neuropathies, The Nerve damage of Diabetes, National of
October GP / INT Diabetic Neuropathies and Methycobal
Health, NIH Publication, Feb 2009 Meliala L et,al
Methycobal : Work Straight Away to Repair Damaged
November GP / INT Mizukami, Methylcobalamin effect on Diabetic Neuropathy
Nerve
Methycobal : Work Straight Away to Repair Damaged
December GP / INT Li G, Effect of Methylcobalamin on diabetic Neuropathy
Nerve
Methycobal : Work Straight Away to Repair Damaged Ishara et al, Efficacy of IV administration of Methylcobalamin for
January GP / INT
Nerve peripheral Diabetic Neuropathy,
February GP / INT Special Package of Methycobal Methycobal Package Insert

March GP / INT Long Treatment Yasuda, Clinical usefullness Long treatment MBL Inj on DN
Terima kasih