7th jeddah marketing club (dermotheutical marketing) by dr.ahmed khashaba 16 5-2016

Dermo-ceuticals Brand management

Ahmed Khashaba

Biotech Gulf

Pharma

vs

Dermo-cosmetic brands

Pharma vs Dermo-cosmetic brands

Dermo-cosmetics

Premium vs Mass

Dermo-cosmetics Premium vs Mass

30 SR 300 SR

Consumer Behavior (Buying Process)

8

Origination/ need

Advices Choices

Brand choice

Brand long term relationship

Anti Aging

24% media 45% WOM 8% RX 23%

PHARMACIST

10% Dermatologist

39% Pharmacists 20%

independent

18% Dermatologist

62% Pharmacists 20%

independent

CRM

BAs PTs

70% NOT EXPLORED

4 PS

• Product

• Competitive edge

• Endorsed

• Indirect marketing

• Promotion

• 360 campaigns

• Diversity of TA

• DTC campaigns

• Place

• Premium pharmacy stores

• Para Pharmacies concept

• Price

• Premium pricing

• Consider FM items

• Consider target segment

Market data 2008 – 2016 est.

0

100

200

300

400

500

600

700

800

900

2011 2012 2013 2014 2015 2016

market value

market value

Av Annual Gr Rate = 32%

4 PS

• Product

• Competitive edge

• Endorsed

• Indirect marketing

• Promotion

• 360 campaigns

• Diversity of TA

• DTC campaigns

• Place

• Premium pharmacy stores

• Para Pharmacies concept

• Price

• Premium pricing

• Consider FM items

• Consider target segment

Classic Business Model

Opinion Leaders

Dermatologists

POS

Launch

Phase 0

Phase 1

Phase 2

Phase 3

Right mix of teams and resources to tackle different TA groups according to brand maturity phase and life cycle

Female PR team working behind

the scenes

Team of BAs located in most

potential pharmacies

High caliber team of

medical reps for detailing to

dermatologists

DTC

Innovative POS materials featuring the leader brands

Pharmacy

Sell in

Sell out

Sales team

Male BAs

Female community

Female BAs

Responsibility • Animate to Consumers • Merchandize

Special programs

Opportunity Business Model

Consumer Pharmacist

Display

Retailing vs Rx

48%

32%

10% 10%

Sales

Nahdi

Retail chain

Rx business

Pharmacies

Target Audience

Motivation

Pharmacists

Consumer BAs

360 involvement

Challenges

• No IMS/ Nielsen AC auditing

• High margins to retailers/ Profits

• Customer expectations

• Number of SKUs

• Target Audience

Thank You

Q & A