has engineered its sales and marketing network for
pharmaceutical formulations into strategic business
units (SBUs), which comprise Transplantation &
Immunology, Diacar Alpha, Procare and Growcare. The
company has also moved ahead to launch other new SBU
The aim of each SBU is to attain leadership position in
its respective markets and establish brand equity in
respective therapeutic segment by implementing the
concept of Customer Relation Management (CRM) for better
coverage and servicing of customers. The SBUs promote a
portfolio of brands with a special focus on
Orthopedicians, Cardiologists, Diabetologists,
Physicians, Nephrologists, Pulmonologists, Surgeons,
Dentists, ENT (Ear, Nose and Throat) specialists,
Pediatricians and Gastro – Enterologists.
Transplantation & Immunology
Transplantation & Immunology Care, a Super Speciality SBU of the company, is focused on Nephrology therapy in the highly specialized organ transplantation and dialysis management segments. It offers a complete range of pre- transplant & post transplant therapies. The SBU has carved a niche in super – specialty segment and created a scientific image. The SBU is rightly poised for achieving clear leadership in the Nephrology & Transplantation segment.
Diacar Alpha is a strong pillar and the highest contributing SBU of the company with dedicated marketing and sales infrastructure for Diabetes and cardiovascular management. The SBU promoters the brands to the target specialists viz. Endocrinologists, Diabetologists and Physicians in a fiercely competitive scenario and has achieved significant leadership position in Oral anti-diabetic segment.
The flagship brand of the SBU Glizid M is the no.1 brand while Glizid is the no.2 brand in their respective categories. Glizid M occupies the 133rd position amongst 30,000 odd pharmaceutical brands.
Procare SBU of the company endeavors to consolidate and strengthen its image in the field of chronic health care management with specific focus on pain and arthritis management, osteoporosis and gastrointestinal disorders. It promotes a portfolio of brands with special focus on Orthopedicians, Surgeons, Dentists, ENT specialists & Gastroenterologists apart from Consulting Physicians and General Physicians.
Growcare is the respiratory and pediatric business of
Panacea Biotec. This business was carved out to this SBU as part of the long term strategy to enter the high growth Respiratory Therapy. Growcare is a Rs. 230 million business with total field strength of around 350 people and services more than 50,000 doctors across the country, comprising of different specialties like Chest Physicians, Consulting Physicians, Pediatricians and General Physicians. Consulting Physicians, Pediatricians and General Physicians. Twenty Six different products are marketed with presence in multiple Therapy areas.
Panacea Biotec has plans to foray into oncology segment to provide treatment for Cancer, viz, breast cancer, brain tumor, ovarian cancer, pancreatic cancer, prostrate cancer and colorectal cancer.
‘Oncotrust’ would be the new Strategic Business Unit (SBU) with the total strength of around 50 sales specialists on oncology who would be responsible for marketing these drugs. The aim is to register sales volumes of Rs.
150-200 million in oncology chemotherapy segment in the
next three years.