mda1 fresenius kabi experience - ferreira
TRANSCRIPT
Fresenius Kabi South Africa
Reproductive Health Supplies Coalition (RHSC) Market
Development Approaches (MDA) Working Group – Working with Industry Consultative Forum
FRESENIUS KABI SOUTHERN AFRICAN
EXPERIENCEArlington, USA
John-Heyns Ferreira
1 - 2 October 2007
Fresenius Kabi South Africa
9 PROVINCES IN SOUTH AFRICA
Fresenius Kabi South Africa
RH BACKGROUND IN SOUTH AFRICA
• Healthcare Services are provided by
both Government (service and products are
for free) and Private Health institutions
• Reproductive Health forms part of
Primary Health Care in South Africa
• The bulk of Reproductive Health is
provided by the government and
private institutions account for a
small percentage
• Contraceptive State tender runs for two
years with accurate quantity forecasts
Fresenius Kabi South Africa
RH in SOUTH AFRICA – Market development by Fresenius Kabi
• South African market is covered by a Brand
Manager and 5 representatives calling mainly
on state clinics and other relevant parties
• Brand Manager – calls on key opinion leaders and
buyers and manages the brand locally
• Education and continued reliable supply is key
• Evidence that this approach is working
– is the resultant unit and sales growth
• Local activities proven effective by increased sales
DOMESTIC SALES UNIT GROWTH 2006 vs 2007
Fresenius Kabi South Africa
0
2000
4000
6000
8000
10000
EC FS NC MP GT NW LP KZ WC SC
YTD '07 YTD '06
Fresenius Kabi South Africa
% SALES AND UNIT GROWTH 2006 -2007
Market % Growth
South Africa 9.2%
Export > 20%
• Local and Export activities proven by increased sales
Fresenius Kabi South Africa
STATE CONTRACEPTIVE MARKET – SOUTH AFRICA
Method used % Usage**
Injectables 41%
Pill (oral) 12.3%
Condoms 2.1%
Female sterilization 12%
Male sterilization 1.7%
IUD 1.9%
Other 29%
**Department of Health and Family Planning
Fresenius Kabi South Africa
DMPA – A GLOBALLY AVAILABLE PRODUCT
Depot Medroxyprogesterone Acetate
• 3 monthly injection (4 / year)
• progestogen-only injectable
• arguably the most extensively studied and widely used hormonal injectable available
• registered and available in >130 countries
• used by millions of females globally for many years
• Depo Provera developed by Pfizer – the brand
• has been extensively used by Aid Agencies
Fresenius Kabi South Africa
FRESENIUS ACTIVITY IN SOUTHERN AFRICA
RSA LESOTHO
NAMIBIA BOTSWANASWAZILAND
Fresenius Kabi South Africa
FRESENIUS KABI SOUTHERN AFRICAN TERRITORIES – MARKET APPROACH
• The product is Petogen (generic DMPA -
(depot medroxyprogesterone acetate)
• Supplied to the surrounding countries on
the same basis as the domestic product
• Fresenius Kabi has built up good working
relationships with these various country
authorities to allow for no interruption of
supply
• Consultative forecasting of production
happens as part of the supply conditions
Fresenius Kabi South Africa
CONTRACEPTIVE SECURITY AND STRATEGY EFFECT
• Manufacturing capacity should be in line with
supply requirements to neighbouring and
other potential territories• Improve relationships with NGO’s and Donors• Fresenius Kabi aims to deliver sustainably, a
product of assured quality at an affordably low
cost to achieving supply security for Petogen• A part of a growth strategy, Fresenius Kabi aims
to make available a quality product to donor
agencies, governments and social marketing
organizations at affordable prices
Fresenius Kabi South Africa
CONTRACEPTIVE SECURITY AND STRATEGY EFFECT
• Local manufacturer – In Africa for Africa
and beyond
• Quality Generic - Internationally accepted
• Cost-effective -Internationally competitive
• DMPA POI of choice - International
• Dedicated sales and marketing team
- South Africa and International
• Substantial market share gain both
locally and internationally
Fresenius Kabi South Africa
ONGOING CHALLENGES FOR FRESENIUS
• CAPACITY
– sufficient to meet expanding demand
• CURRENCY
– ongoing fluctuations
• TENDERS
– risky nature of the business
• WHO – pre-qualification and compliance
• DEMAND– aim to smooth demand / forecast
• EDUCATION – all markets
• PACKAGING – variations in format and kits
• REGULATORY – variations per country
Fresenius Kabi South Africa
OVERCOMING CHALLENGES
• INVEST
– increased manufacturing capacity & quality
• BALANCE
–ongoing demand/capacity
• STABLE
– supply by co-operation and agreement
• RELATIONSHIPS
– ongoing building with relevant parties
• MARKETING
– affordable generic and social marketing
Fresenius Kabi South Africa
IN CONCLUSION
CONSTRUCTIVE INPUT
– dialogue and communication
CO-OPERATION
– all stakeholders in this market
PRODUCT
– provide a quality product at globally
affordable price
SUPPLY
– the correct product at the right time
and right place