Panacea Biotec has engineered its sales and marketing network for pharmaceutical formulations into strategic business units (SBUs), which comprise Critical Care, Diacar, Procare and Growcare. The company has also moved ahead to launch other new SBU, viz. Onctrust
& Value India.
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.
Critical 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.
The brand portfolio of this SBU includes Panimun Bioral capsules & solution, Mycept tablets & capsules, Pangraf capsules, Fosbait tablets & Overcome injection.
We have launched Siropan an adjunct immunosuppressive agent to fulfill the transplant basket. Similarly Mycept saw its brand extension Mycept –S introduced to have a complete MPA basket with increased market share.
The SBU has exhibited over 20% growth during the year. Pangraf continues to be the leading brand in Tacrolimus market with 68% growth. Similarly Panimun Bioral also showed a growth of 7% in Cyclosporine market. Mycept achieved 6% growth and grabbed 32% market share in the Mycophenolic Acid market. Fosbait being the 1st brand of Lanthanum Carbonate to be launched in India achieved 6% market share in the Phosphate binder market & showed significant growth. Overcom ensured strong presence in the Dialysis Centres with 26% growth.
Diacar is a strong pillar and the highest contributing SBU of the company with dedicated marketing and sales infrastructure for Diabetes and cardiovascular management. Diacar SBU is valued at Rs. 460 million (ORG IMS Mar’07 MAT). 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.
The other brand portfolio of this SBU includes Pioryl, Betaglim M, Metalong, Oglo, Gliben Total, Glizid total, Glim total, Threpo, Myelogen Forte, Lower A and Lower EZ.
New Launches… contributor to growth: The SBU has aggressively forayed into the intensely spirited cardiac segment with the launch of Threpo (triple fixed Dose Combination of Atorvastain, Ramipril and Asprin) and lower family of brands intended to lower high cholesterol levels. Inrica and Myelogen Forte ( a first time in country formulation with Enzogenol) and metlong P (FDC of Metformin ER and Pioglitazone) were launched during the year under review. Total, family of brands launched towards the end of FY 06-07 are gearing up and are well poised for growth.
Overall Diacar SBU has grown over 28% in the year under review. The Power group of brands has achieved high growth in this financial year with Betaglim family at 84%, Metalog family at 84%, Metalog family at 33% and Glizid MR at 22% (March YTD). Star Brands i.e Glizid and Glizid M have grown by 9% in FY 06-07.
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.
Some of the major brands of Procare across different therapeutic segments are:
Pain management: Nimulid, Nimulid Nugel, Nimulid Safeinject, Willgo, Nimulid SP, Nimulid MR, Nimulid HF, Softdiclo, Softdiclo Acute and Dolzero.
- Anti – infective - Giro and Ocimix
- Gastro-intestinals - Livoluk Suspension and ODpep
- Anti-Osteoporosis - Alphadol, Alpadol C, Calcom and Kingcal
- Anti – rheumatics - Kondro OD, Kondro and Cilamin
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.
Some of the popular brands of Grow care are:
- Anti TB - Xeed 2, Xeed 3E & Xeed 4 tablets (Fixed dose combinatios), Myser and Myobid
- Pain Management - Nimulid MD, Nimulid MD Kid (mouth dissolving) tablets & Nimulid Suspension, Nimulid Trangel, Upright, Upright SP and Upright MR
- Cough preparations - Toff MD, Toff DC and Toff Expectorant
- Anti-haemmorohidal - ThankGod Capsules and ThankGod Cream
The SBU achieved annual growth of 39%. The performance was driven by flagship brand Nimulid MD which clocked sale of Rs. 60 million and registered a growth of 30%. Brands like ThankGod contributed significantly to the SBU performance. As per ORG IMS metrics the SBU has been outperforming the market.
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. The Company feels that it would be able to launch novel drug delivery based anti-cancer drug in the next 2-3 year period.
Value India Healthcare
Panacea Biotec is recognized in the pharma
industry for its innovative approach. Value India
Healthcare was launched by PBL to take its research
based innovative products to the mass markets and
provide a unique “value for money” proposition in the
Some of the innovative brands that have gained
acceptance include TwoWks, a patented product to treat
1st & 2nd degree piles, CombiPunch, a first time in
India, DCGI approved formulation for allergic rhinitis,
KofZero MD Mouth Dissolving Tablets for dry cough and
TwinEase ER , unique bilayered tablets specially
formulated to for Osteoarthritis patients.
VIH aims to provide a complete basket of products which
a general practitioner needs on a daily basis. The Value
range of antibiotics, ValueCef, ValueOrni, ValueMentin &
ValueThral, the pain range of Instanim MD & InstaNim HF,
the respiratory range of KofZero & KoldZero and the GI
range of RojOD are all steadily gaining the mindshare of
ValueIndia currently operates in Rest of Maharashtra,
Madhya Pradesh & Chattisgarh regions with plans for
expansion to other states shortly.
Team ValueIndia can be contacted at email@example.com