The Cough Expert

Burning Desire resulted into

Internal Achievement

106%
Cum Mar 13
Alex = Alex Range - Alex Cold

Improvement in IPM Ranking

Feb13 MAT

319
Rank

182
Feb 13
Feb12 MAT

494

Milestones on the road to Victory

2 3
2nd Rank Mat Feb 13

4
5
6
6th Rank Mat Jan 12 5th Rank Mat Feb 12

3rd Rank Mat Oct 12

4th Rank Mat May 12

Feb 13 ORG
MAT Feb Value MAT Feb 13 (Value Grth (Feb MAT Feb 13 13 (Value) MS%) Mat'13) (Unit)
44920.8 100.00% 6.3 129425.1

Rank

Brands
Anti tussive Market

COMPANY FRANCO INDIAN ABBOTT* PFIZER* GLAXOSMITHKLINE* RANBAXY* BLUE CROSS GLAXOSMITHKLINE* JOHNSON & JOHNSON Glenmark Others MERCK LIMITED DR REDDYS LABS TABLETS INDIA

Unit Grth ( Feb Mat'13)

-1.0

GRILINCTUS TIXYLIX COREX-DX PIRITON EXPECT CHERICOF TUSQ-DX PIRITON-CS BENADRYL C.FORMULA ASCORIL-D + COSOME RESWAS AMBROLITE-D

5029.2 3075.3 2876.5 2398.9 2186.2 2159.5 1895.8 1750.7 1329.9 862.8 750.6 659.1

11.20% 6.85% 6.40% 5.34% 4.87% 4.81% 4.22% 3.90% 2.96% 1.92% 1.67% 1.47%

11.5 -0.8 4.3 17.1 -1.9 20.0 22.3 9.3 23.8 -9.4 13.0 -0.5

14654.5

11.4

2
3 4 5 6 7 8 9 10 11 12 13

ALEX PLUS COUGH Respicare Div 3117.4 6.94% 53.1

6480.3
8069.4 7478.8 6120.2 6509.1 5744.6 4592.1 4742.1 2605.4 2135.8 1920.9 1428.0

34.2
0.2 -5.2 -2.5 -5.7 17.0 1.7 9.9 6.6 -9.4 7.8 -1.2

14

ALEX-P-PLUS

Respicare Div

633.8

1.41%

5.3

1498.4

2.9

Prescription Analysis Result

(Hits) 40 : 60 (Misses)

2nd Rank Mat Feb 13 (MAT )

319 Rank in IPM (MAT)

182 Rank in IPM (monthly) No.1 Rxed Anti tussive

Misses
60 % Respicare covered doctors are non prescribers of Alex
Specialty GP Consulting Physician Paedia ENT Chest Physician Total Respicare Coverage 27000 13200 12000 5400 2400 60000 % Prescriber 46.07 41.57 31.34 35.96 54.38 41.56 Alex Prescribers 9399 3886 2988 1033 917 18223 % Prescriber 34.81 29.44 24.9 19.13 38.21 30.37

non-prescribers for Alex

Respicare Covered Doctors has remained

60%

If we focus on these doctors

9

No.1 Anti Tussive

2
= 100 %

2nd Rank Mat Feb 13

4
5
6
6th Rank Mat Jan 12 5th Rank Mat Feb 12

3rd Rank Mat Oct 12

4th Rank Mat May 12

How Do We Become No.1?

How Do We become No.1

Video

EVERY DOCTOR ALEX DOCTOR

Alex Score Card

MSL customized for each FSO

Conversion Points

Rewards

An Alex Archer/Qtr from each zone with highest percentage Ach

Alex Archery Awards to make Every Doctor Alex doctor Alex Archer has to be on Qtrly 100% Ach (Alex Range) In case of Delhi & Mumbai(All FSOs Qtrly should be on 105% Ach) Subsequent Month sales of Alex Range = 90%

Rs. 2000/-

Q1 Strategy & inputs

Alex Range
Specialty Development Pediatricians Mass Level

GPs

Consultants/ENTs/Chest

ALEX & PEDIATRICIANS

Smart Move By Alex Junior

We are proud to take the first of its kind initiative ever taken in the Pharma Industry to encourage Reading Habits in Children

Remember Pappu whose reading habits were poor.

Guess the Link Between Alex Junior & Pappu

Invite your Pediatrians to join hands with Alex Junior in

Monthly

Smart stories of Alex Junior currently in the market

Target doctors Qnty per Pead Qnty/FSO

12000 Pediatricians 11 440

From Q2

Smart Stories for Q1

Read to Lead Poster

Q1 monthly inputs

Alex junior Sample Kits 50 /FSO/ Month

Pedia Reminder Cards 200/Qtr

Alex Junior in Indian Pediatrics

Alex Junior advertise will be printed in IP which is circulated every month to all Pediatricians. Advertisement is printed on the page which is facing content page

26

PEDIA FOCUS Q2 ONWARDS

Easy to Implement Short Makes Customer Happy

Strategy

Tactic

Alex Junior

Doctor

Patient

Joy Of Giving
Month Alex Junior Kit Name Inputs Time Table, Study planner, Note book labels, scribble pad Coloring sheets, stencils, crayon box 10 editions of Alex junior comics July 13 School Kit

Aug 13 Drawing Kit Sept13 Reading Kit

Oct 13

Story Making kit

Stickers of Alex Junior & Story page

Clay set and moulds Colored papers and origami making guide Jigsaw Puzzles of Alex Junior

Nov 13 Activity Kit Dec 13 Origami Kit Jan 14 Jigsaw Kit

Strengthening the Core Pedia Group

Pediatric Arm of iCOUGH Weekend Symposia only for Pediatricians

Zones CALCUTTA CHENNAI DELHI + NCR HYDERABAD MUMBAI PUNE

29

Alexotica- Q2

Zones KOLKATA CHENNAI DELHI + NCR HYDERABAD MUMBAI PUNE

Total Number of Doctors 50 30 40 50 40 30

Month Aug Oct Nov Oct Oct Aug

Location Ffort Raichak/Vedic Village Mahabalipuram/Pondicherry Manesar Ramoji Lonavla/ Alibaug Panchgani/Lonavla

Q1 Strategy & inputs

Alex Range
Specialty Development Pediatricians Mass Level

GPs

Consultants/ENTs/Chest

Retention of Current Alex Rxers

The EXPERT CAMPAIGN continues
Avg Dr/FSO 5

32

Alex Expert Campaign

Mass inputs @ CP/GP/ENT/Chest

Sampling plan Q1

400
Units every month
Sample
ALEX + SYRUP ALEX + SYRUP SF ALEX COUGH LOZENGES ALEX + P SYRUP ALEX JUNIOR SYRUP ALEX + PAEDIATRIC DROPS ALEX COLD TABLETS

Qnty/Dr

Total Drs

Total Samples

Specialty

2/Dr 2/Dr 2/Dr 2/Dr 2/Dr 2/Dr 4/Dr

25 Drs 50 Drs 25 Drs 25 Drs 40 Drs + 2 for SPL 15 Drs 5 Drs

50 100 50 50 100 30 20

GPs CPs/top GPs ENTs & Chest Peadia & GPs Pedia Only Pedia Only CPs & ENT

Differential Sampling

Q1 Strategy & inputs

Alex Range
Specialty Development Pediatricians Mass Level

GPs

Consultants/ENTs/Chest

37

The Unmet Need of Discussing Cough

Cough in Diabetics Cough in Smokers Cough in TB Cough in GERD Cough induced by medications (ACEI, B- blockers, etc) Cough in Post Nasal Drip Syndrome Cough in Pregnancy Cough in School going children Cough in Geriatrics Cough in Asthma Cough due to seasonal variations Cough in cancer patients Psychogenic Cough Idiopathic Cough Cough Etiquettes

38

A Pilot run in 12-13

15 CMEs/RTMs were done in order to gauge the acceptance of a topic like: Management of Cough Still a challenge Fact finding with the pilot run:
1. 2. In India, there is no advisory board/guidelines for management of cough Various cough preparations with innumerable combinations are available, Cough syrups more than one size fits all, each type of cough requires a specific cough syrup Recommended doses of each molecule is yet to be explored and understood by the doctors Family Physician (GP) is the first point of contact for patients but Drs are not much aware about cough and cough preparations

3. 4.

39

iCOUGH for 13-14

Objective Reach to GPs with Cough Education Modus operandi: RTMs/mini CMEs (1/DSM/Qtr) Audience GPs & CPs Speaker Chest Physician

40

Respi Summit- Q2 (CPs/ENTs/Chest)

Objective : To Develop High Potential but low MS% States Activity: Weekend Symposia at exotic locales Key brand for focus are Alex & Kefpod

Bihar

UP

Rajasthan

Maharashtra

West Bengal

Zone

Total No. Of Drs

50 50 50

Specialty

Month

Location

Bihar UP Rajasthan

Consultant + Chest + ENT Consultant + Chest + ENT Consultant + Chest + ENT

Nov Sept Sept

Vaishnu Devi Jim Corbet Ranthambore

Maharashtra
West Bengal

50
50

Consultant + Chest + ENT

Consultant + Chest + ENT

Aug
Aug

Kanha/Mahabales hwar
Ffort Raichuk

iCough + Alexoticas + Respi Summit

DSM DSM DSM

4 icoughs/yr

2 icoughs + 1 Alexotica (in a year) 2 icoughs +

1 Respi Summit (in a year)

iCough Calender - Ahd

Sales District AHMEDABAD S D

Alexotica NO

Respi Summit NO

Territory Name

FSO

No. of iCOUGHs/Yr 4

Q1

Q2

Q3

Q4

BHOPAL S D

NO

NO

INDORE S D

NO

NO

RAJKOT S D

NO

NO

VADODARA S D

NO

NO

AHMEDABAD P.S.T. - RESPICARE BHOPAL PST - RESPICARE JABALPUR PST - RESPICARE SATNA ST - RESPICARE GWALIOR S.T. - RESPICARE INDORE P.S.T. - RESPICARE UJJAIN ST - RESPICARE MEHSANA ST - RESPICARE RAJKOT PST - RESPICARE SURENDRANAGAR ST RESPICARE SURAT PST - RESPICARE VADODARA P.S.T. - RESPICARE VALSAD ST - RESPICARE

5 2 2 1 1 2 1 1 2 1 2 2 1

iCough Calender Blore

Sales District

Alexotica

Respi Summit

Territory Name

FSO

No. of iCOUGHs/Yr

Q1

Q2

Q3

Q4

BANGALORE P.S.T. - RESPICARE

BANGALORE S D NO NO

10 1 1 1 1 1 2 2
4 4 4

MYSORE S.T. - RESPICARE BELGAUM S.T. - RESPICARE BIJAPUR S.T. - RESPICARE DAVENGERE S.T. - RESPICARE

GULBARGA S D

NO

NO

GULBARGA S.T. - RESPICARE HUBLI PST - RESPICARE

HUBLI S D

NO

NO

MANGALORE PST - RESPICARE

iCough Calender - BBSR

Sales District

Alexotica

Respi Summit

Territory Name

FSO

No. of iCOUGHs/Yr

Q1

Q2

Q3

Q4

BHUBANESHWAR SD

BEHRAMPUR ST - RESPICARE BHUBANESHWAR P.S.T. RESPICARE

NO NO

2 2 1
4

BOLANGIR ST - RESPICARE

ANUGUL ST - RESPICARE
BALASORE ST - RESPICARE CUTTACK PST - RESPICARE ROURKELA ST - RESPICARE
CUTACK S D NO NO

1
1 2 1 1 1 1 2
4 4

SAMBALPUR ST - RESPICARE BILASPUR ST - RESPICARE DURG ST - RESPICARE

RAIPUR S D

NO

NO

RAIPUR PST - RESPICARE

iCough Calender - CHD

Sales District Alexotica Respi Summit Territory Name FSO No. of iCOUGHs/Yr Q1 Q2 Q3 Q4

AMBALA S D

YES

NO

AMRITSAR S D

NO

NO

CHANDIGARH S D

NO

NO

SRINAGAR S D

NO

NO

AMBALA S.T. - RESPICARE FARIDABAD S.T. - RESPICARE GURGAON S.T. - RESPICARE HISSAR S.T. - RESPICARE KARNAL S.T. - RESPICARE AMRITSAR ST - RESPICARE BHATINDA S.T. - RESPICARE HOSHIARPUR S.T. - RESPICARE JALANDHAR ST - RESPICARE MOGA S.T. - RESPICARE PATHANKOT .S.T - RESPICARE CHANDIGARH P.S.T. RESPICARE LUDHIANA S.T. - RESPICARE MANDI S.T. - RESPICARE PATIALA S.T. - RESPICARE SHIMLA S.T. - RESPICARE BARAMULLA S.T. - RESPICARE JAMMU S.T. - RESPICARE SRINAGAR P.S.T. - RESPICARE

1 1 1 1 1 1 1 1 1 1 1 2 1 1 1 1 1 1 2

iCough Calender - Chennai

Sales District CHENNAI S D

Alexotica YES

Respi Summit NO

Territory Name

FSO

COIMBATORE S D

NO

NO

MADURAI S D

NO

NO

SALEM S D

NO

NO

TRICHY S D

NO

NO

CHENNAI P.S.T. - RESPICARE COIMBATORE P.S.T. RESPICARE ERODE S.T. - RESPICARE TIRUPPUR S.T. - RESPICARE MADURAI P.S.T. - RESPICARE NAGERCOIL S.T. - RESPICARE TIRUNELVELI S.T. - RESPICARE DHARMAPURI S.T. - RESPICARE PONDICHERRY S.T. - RESPICARE SALEM P.S.T. - RESPICARE VELLORE S.T. - RESPICARE CUDDALORE PST - RESPICARE TANJORE P.S.T. - RESPICARE TRICHY S.T. - RESPICARE

10 3 1 1 3 1 1 1 1 1 1 2 2 1

No. of iCOUGHs/Yr 2

Q1

Q2

Q3

Q4

iCough Calender- DEL

Sales District DELHI S D

Respi No. of Alexotica Summit Territory Name FSO iCOUGHs/Yr DELHI P.S.T. - RESPICARE 17 YES NO 2

Q1

Q2

Q3

Q4

iCough Calender - GUW

Respi Summit No. of iCOUGHs/Yr

Sales District

Alexotica

Territory Name

FSO

Q1

Q2

Q3

Q4

GUWAHATI S D

NO

NO

SILCHER S D

NO

NO

SILIGURI S D

NO

NO

DIBRUGARH S.T. RESPICARE GUWAHATI P.S.T. RESPICARE JORHAT ST - RESPICARE NAWGAON ST - RESPICARE AGARTALA ST - RESPICARE IMPHAL S.T. - RESPICARE SILCHAR ST - RESPICARE COOCHBEHAR ST RESPICARE MALDA ST - RESPICARE SILIGURI PST - RESPICARE

1 2 1 1 1 1 1 1 1 2

iCough Calender - HYD

Sales District

Alexotica

Respi Summit

GUNTUR S D

NO

NO

HYDERABAD S D

YES

NO

VIJAYWADA S D

NO

NO

VIZAG S D

NO

NO

WARANGAL S D

NO

NO

Territory Name GUNTUR PST - RESPICARE NELLORE ST - RESPICARE TIRUPATI S.T. - RESPICARE ANANTHAPUR ST - RESPICARE HYDERABAD P.S.T. - RESPICARE KURNOOL ST - RESPICARE BHIMAVARAM ST - RESPICARE ELURU ST - RESPICARE RAJAHMUNDRY ST - RESPICARE VIJAYWADA PST - RESPICARE KAKINADA S.T. - RESPICARE SRIKAKULAM S.T. - RESPICARE VIZAG P.S.T. - RESPICARE KARIMNAGAR ST - RESPICARE KHAMMAM ST - RESPICARE NIZAMABAD ST - RESPICARE WARANGAL ST - RESPICARE

FSO 2 1 1 1 10 1 1 1 1 2 1 1 3 1 1 1 1

No. of iCOUGHs/Yr

Q1

Q2

Q3

Q4

iCough Calender - JAIP

Sales District

Alexotica

Respi Summit

Territory Name

FSO

No. of iCOUGHs/Yr

Q1

Q2

Q3

Q4

AJMER S.T. - RESPICARE JAIPUR PST - RESPICARE KOTA S.T. - RESPICARE

JAIPUR S D NO YES

1 2 1 1 1 2 1 1
2 2

SIKAR ST - RESPICARE BIKANER ST - RESPICARE JODHPUR PST - RESPICARE SRI GANGANAGAR S.T. RESPICARE

JODHPUR S D

NO

YES

UDAIPUR S.T. - RESPICARE

iCough Calender - KOL

Sales District

Alexotica

Respi Summit

Territory Name

FSO

No. of iCOUGHs/Yr

Q1

Q2

Q3

Q4

BURDWAN S D

NO

YES

CALCUTTA S D

YES

NO

ASANSOL ST - RESPICARE 1 BERHAMPORE ST RESPICARE 1 BOLPUR ST - RESPICARE 1 BURDWAN S.T. - RESPICARE 2 CALCUTTA P.S.T. - RESPICARE 19 KRISHNAGAR S.T. RESPICARE 1 MIDNAPORE ST - RESPICARE 2

iCough Calender- LKW

Sales District

Alexotica

Respi Summit

DEHRADUN S D

NO

YES

GHAZIABAD S D LUCKNOW S D

NO NO

YES YES

VARANASI S D

NO

YES

Territory Name DEHRADUN S.T. - RESPICARE MORADABAD ST - RESPICARE MUZZAFARNAGAR - RESPICARE SAHARANPUR ST - RESPICARE AGRA P.S.T. - RESPICARE BAREILLY ST - RESPICARE GHAZIABAD S.T. - RESPICARE MEERUT S.T. - RESPICARE KANPUR S.T. - RESPICARE LUCKNOW P.S.T. - RESPICARE ALLAHABAD S.T. - RESPICARE DEORIA ST - RESPICARE GORAKHPUR S.T. - RESPICARE SULTANPUR ST - RESPICARE VARANASI PST - RESPICARE

FSO 1 1 1 1 2 1 2 1 1 3 1 1 1 1 2

No. of iCOUGHs/Yr

Q1

Q2

Q3

Q4

2 2

iCough Calender - MUM

Sales District MUMBAI II S D

Alexotica YES

Respi Summit NO

Territory Name

FSO

No. of iCOUGHs/Yr 2

Q1

Q2

Q3

Q4

MUMBAI III S D
MUMBAI S D

YES
YES

NO
NO

THANE S D

YES

NO

MUMBAI P.S.T.II - RESPICARE MUMBAI P.S.T.III - RESPICARE MUMBAI P.S.T. - RESPICARE PANVEL S.T. - RESPICARE THANE P.S.T - RESPICARE VASHI ST - RESPICARE

6 6 6 1 3 1

2
2

iCough Calender - PAT

Sales District

Alexotica

Respi Summit

Territory Name

FSO

No. of iCOUGHs/Yr

Q1

Q2

Q3

Q4

MUZAFFARPUR S D

NO

YES

PATNA S D

NO

YES

RANCHI S D

NO

YES

DARBHANGA ST - RESPICARE MUZAFFARPUR S.T. - RESPICARE SAMASTIPUR ST - RESPICARE SITAMARHI ST - RESPICARE SIWAN ST - RESPICARE BEGUSARAI ST - RESPICARE PATNA P.S.T. - RESPICARE PURNEA PST - RESPICARE DHANBAD ST - RESPICARE JAMSHEDPUR S.T. - RESPICARE RANCHI S.T. - RESPICARE

1 1 1 1 1 1 3 2 1 1 2

iCough Calender - PUNE

Sales District

Alexotica

Respi Summit

Territory Name

FSO

No. of iCOUGHs/Yr

Q1

Q2

Q3

Q4

AURANGABAD S D

NO

YES

KOLHAPUR S D

NO

YES

NAGPUR S D

NO

YES

PUNE S D

YES

NO

AURANGABAD PST - RESPICARE JALGAON S.T. - RESPICARE NASHIK S.T. - RESPICARE SHOLAPUR S.T. - RESPICARE GOA PST - RESPICARE KOLHAPUR S.T. - RESPICARE MIRAJ S.T. - RESPICARE RATNAGIRI ST - RESPICARE SATARA S.T. - RESPICARE AMRAVATI S.T. - RESPICARE CHANDRAPUR S.T. - RESPICARE NAGPUR P.S.T. - RESPICARE YAVATMAL S.T. - RESPICARE AHMEDNAGAR S.T. - RESPICARE PUNE P.S.T. - RESPICARE

2 1 1 1 2 1 1 1 1 1 1 2 1 1 5

iCough Calender - THSR

Sales District

Alexotica

Respi Summit

Territory Name

FSO

No. of iCOUGHs/Yr

Q1

Q2

Q3

Q4

CALICUT S D

NO

NO

ERNAKULAM S D

NO

NO

TRIVANDRUM S D

NO

NO

CALICUT PST - RESPICARE CANNANORE S.T. - RESPICARE MALLAPURAM ST - RESPICARE PALGHAT S.T. - RESPICARE ERNAKULAM PST - RESPICARE KOTTAYAM S.T. - RESPICARE THODAPUZHA S.T. - RESPICARE TRICHUR PST - RESPICARE ALLEPPEY S.T. - RESPICARE QUILON S.T. - RESPICARE THIRUVALLA S.T. - RESPICARE TRIVANDRUM PST - RESPICARE

2 1 2 1 2 1 1 2 1 1 1 2

CME tracker
Name of the FSO CME Date Speaker DR.SUSHIL MUNJAL MS. RAMA Name of the DSM Location Qualification RAJNISH KUMAR Name of the ZSM DELHI CHEST PHYSICIAN HIMANSHU

Topic:
List of Invitees Dr. Name 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 K.S.CHADHA S.C.JUNEJA SUDHIR CHABRA A.K.KAUSHIK SUDHIR KHETERPAL ATUL LUTHRA V.K.CHOPRA ASHISH KALRA V.K.GOEL G.S.SAWHNEY G.S.KOCHAR V.S.ISSER R.C.MADAN RAJNEESH KUKREJA RAKESH MITTAL AMITABH KHANNA P.S.BHANDARI RAJNEESH GULATI No. of Attendees Qual. GP GP GP GP GP GP GP GP ENT MD MD MD MD MD MD GP GP GP 40 Attended CME Select 'Yes' or 'No' Yes Yes Yes Yes Yes Yes No Yes Yes Yes Yes No Yes Yes Yes Yes Yes Yes

CME Tracker
Name of the FSO CME Date Speaker DR, SUSHIL MUNJAL MS, RAMA Name of the DSM Location Qualification RAJNISH KUMAR Name of the ZSM DELHI CHEST PHY HIMANSHU

Topic:
Key Points Highlighted by Speaker

Key Questions Raised by Audience

Alex Rx Pads (for GPs)

Month of Input June 13 Qnty/ FSO 30 Target doctors

GPs only

Alex Sugar Free Jumbo chit Block (only for Consulting Physicians)

Jumbo Brand Jumbo Input

Month of Input May 13 Qnty/ FSO 30 Target doctors

CPs only

Touch points @ ENT & Chest

Month: Jun13 Qnty per FSO: 25 Samples in each samples dispenser 2 units Target Doctors ENTs & Chest

Strategy Execution, Implementation & monitoring

CME Tracker Regular follow up in CBM and all Review meets

I Cough Alexotica & Pedia Focus Every Dr Alex Dr

Visits to be captured in Gforce

Alex Score card Quarterly review of DSMs and monthly update by ZSMs

Main VA

Pedia VA

Incentive 2013-14

Alex Objectives 13-14

Because