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 launched
other new SBU, viz. Oncotrust & 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 Relationship 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.
Diacar is 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 promotes 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.
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 specialist & Gastroenterologist apart from Consulting Physician and General Physician.
Growcare is the respiratory and pediatric business of Panacea Biotec. This business was carved out of the existing business of Panacea Biotec 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. 26 different SKUs 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 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 next 2-3 year period.