Case Study

Fapex Pharm is a fast-growing Pharmaceutical company. The company is aiming to be

among the top 10 leaders in the pharmaceutical industry in Egypt within the upcoming
10 years with extensive focus on quality products which are currently being
manufactured by their own facility. The company's core business CNS and CVS
portfolios. CVS business unit offers unique solutions to hypertension & hyperlipidemia
diseases. The company's ultimate purpose is to properly understand the health care
problems and needs to provide innovative and high-quality products that meet the
unmet needs in managing & controlling the CV chronic diseases.
Fapex Pharm's value propositions are; producing high quality, innovative products that
are providing practical competitive solutions with premium price and create long term
win-win partnership with CV-KOL's. Fapex Pharm has a strong marketing team who can
create effective marketing plans that combines creativity & innovation with marketing
expertise as well as brand strategy to meet the patients and customers’ needs.
Marketing Team participate in all CVs conferences.
Fapex Pharm currently sells two products in CVs unit as follows:

Normapex (Antihypertensive) A CCB / BP control and protection against angina.

Lipipex (Lipid-lowering agent) A Statin that significantly improve the lipid profile.
CVS Market is growing rapidly with growth rate 15% in anti-hypertensive and 10% of
statin. Customers are demanding effective and affordable products. Competition is very
tough from local and multinational companies. Cost pressure becomes very high
specially from payer in MOH and tenders. Modern trends in treatments are launching.
lack of disease awareness from patients. The guidelines are not well implemented and
lack of patient compliance.
Fapex Pharm is looking to diversify their offerings to ensure that they are better able to
meet the needs of their customers. Fapex Pharm believes that it is a key for them to
maintain strong relationships with their existing customers to continue to survive and
compete in challenging work environment.
You are working for Fapex pharmaceutical company. You're newly appointed as a
district manager in July 2018 CVs BU. You will be managing a group of Medical
Representatives who are managing 4 territories and will be responsible for leading this
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group towards achieving the business and strategic objectives of your district in the CV
BU that will help achieving the company's business objectives and revenues
District profile
You are responsible for managing a CV portfolio at the district level that includes an
antihypertensive and lipid lowering agent. The country is divided into 2 equal potential
regions. Each region is represented by 2 districts. With equal potential. Your district is
divided into 4 territories.The company's, region’s and district’s current achievements
are follows:
Normapex sales Data:
Total Market of antihypertensive is (1,600,000) units in 2017
Sales Sales MS 2017 PPG% Target YTD% 2018
2016 2017 % 2018 sales
Market 1,391,000 1,600,000 100 950,000
Company 267,000 320,000 20 15 384,000 172,800
Region 130,000 144,000 10 10 192,000 81,600
District 54,000 56,000 3.5 3.5 96000 36,000
T1 12,000 12,000 0.75 0 24000 7,000
T2 15,000 16,000 1.06 6 24000 11,500
T3 13,000 13,000 0.81 0 24000 7,500
T4 14,000 15,000 1 7 24000 11,000
Available data of Normapex sales per account in 2017
Company total 2017 2017
sales 2017 Hospital Sales Private Sales
Company 320,000 96,000 224,000
Region 144,000 43,200 101,000
District 56,000 26,000 30,000
T1 12,000 8,000 4,000
T2 17,000 5,000 12,000
T3 13,000 6,000 7,000
T4 16,000 4,000 12,000

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Lipipex sales Data:
Total Market of Statin is (800,000) units in 2017
Sales Sales MS 2017 PPG% Target YTD% 2018
2016 2017 % 2018 sales
Market 730,000 800,000 100 900,000
Company 105,000 120,000 15 15 140,000 80,000
Region 56,000 68,000 8.5 20 75,000 35,000
District 29,000 32,000 4 10 35,000 15,000
T1 6,000 6,000 0.75 0 8,500 3,500
T2 8,000 9,000 1.125 12.5 9,000 4,000
T3 7,000 7,500 0.9 7 8,500 3,500
T4 8,000 9,500 1.1 19 9,000 4,000
Lipipex sales data per account
Company 2017 2017
total sales Hospital Private Sales
2017 Sales
Company 120,000 60,000 60,000
Region 68,000 40,000 28,000
District 32,000 20,000 12,000
T1 6,000 5,000 1,000
T2 9,000 4,700 4,300
T3 7,500 5,000 2,500
T4 9,500 4,500 4,000

More available data about your rep performance:

Territory 1 2 3 4
Potential to district 27% 23 % 27% 23%
Assigned Rep Ola Fahmy Ibrahim Ali
AVG Call Rate 7 9 9 9
COV % 70% 90% 90 90%

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Rep of territory 1 / Ola Rep of territory 2 / Fahmy
✓ Age 25
✓ Only 6 months experience ✓ Age 28
✓ Single ✓ 3 years’ experience
✓ Not committed and the regional ✓ Married with well-established personal life
manager had many counseling ✓ Excellent track of record in company and
sessions with her before you are his ex- company
assigned to the district. ✓ Good leadership capabilities
✓ Lack of knowledge and skills ✓ Demotivated beacuse he did not pass last
✓ High activity of Normapex main district manager assessment
competitor in this territory specially ✓ Willing to take more responsibilities
in private ✓ Low activity of Normapex main competitor
✓ Normapex is listed in major tender in this territory specially in private
in this territory ✓ Normapex is listed in small tender in this
✓ Low No. of KOL in this territory territory
✓ Lipipex is listed in MOH ✓ High No. of KOL in this territory
✓ Lipipex is listed in university hospital

Rep of Territory 3 / Ibrahim Rep of Territory 4 / Ali

✓ Age 26 ✓ Age 29
✓ 1-year experience ✓ 2 years’ experience
✓ Single, Honest, Do his best ✓ Motivated, enthusiastic
✓ Good knowledge but lack of skills ✓ Aggressive personality
✓ High activity of Normapex main ✓ Single, can do better
competitor in this territory specially ✓ Low activity of Normapex main competitor
in private in this territory specially in private
✓ Normapex is listed in small tenders ✓ Normapex is listed in small tenders in this
in this territory territory
✓ Moderate No. of KOL in this territory ✓ High No. of KOL in this territory
✓ Lipipex is listed in MOH ✓ Lipipex is listed in university hospital

How to create an effective sales plan for the remaining quarters and forecast of 2019
to improve your district performance and revenues?

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