Fostering Mature Brand
Many large multinational pharmaceutical companies have a long "product tail" with mature brands that often have to compete for limited internal resources of the company. With priorities shifting even more strongly towards new product launches and greater focus on the core portfolio, inadequate marketing and sales support is available for these mature brands which leads to their premature death.
Mature products with potential for fostering make up approximately 10% of the total sales for the Middle East. Based on experiences from developed markets, we offer a variety of commercial models for fostering brands that suit the products, the principals and their existing agents. Companies in the region now have a viable option to maximize revenue growth and profitability through outsourcing activities for the ‘non-core’ or ‘mature brands’ with Dayarn Pharma.
Our brand fostering review process starts with a complete portfolio review leading to a detailed discussion around products that have the potential for further growth through additional life cycle management activities. this can have signficant commercial benefits for both the pricipals and Dayarn Pharma.
Once product portfolio is identified and agreed, we will fund and deploy sales and marketing organization needed to maximize each individual brand. Our fee structure is based on incremental growth generated by Dayarn Pharma, which takes the burden of financing away from our prinicipals and ensures that we earn only if we deliver agreed results.
Consumer Healthcare, Beauty and FMCG
With extensive experience and understanding of the ethical pharmaceuticals and consumer healthcare markets, we have the ability to leverage our expertise to promote beauty and FMCG brands to healthcare professional and create visibility in pharmacies.
For new consumer healthcare companies planning entry into Middle East, Dayarn offers a full range of services to include implementation of all aspects of marketing, sales and regulatory activities. For beauty and FMCG companies already in the Middle East, we have the ability to extend their promotion to doctors and healthcare professional within identified specialties in order to generate prescriptions and endorsements.
With widespread penetration into pharmacies, we create the visibility and opportunity to interact with consumers within the retail pharmacy setting. Our team will train the pharmacy staff in order for them to better understand the brand and its competitive positioning to enable them to recommend it to the consumer. In addition we will agree and manage the commercial incentives needed to help push the brand through the pharmacy channel.
New Entrants to Region
Many small multinationals don't yet have the size and scale to open offices in the region. The options open to them is to allow distributors to promote their brands, whilst remotely managing the marketing and sales process from headquarters. Due to lack of expertise in sales and marketing of local distributors, the brands are not fully optimized.
Dayarn Pharma delivers all sales, marketing, regulatory and pricing activities for a successful entry to the region whilst optimizing the brand to its full potential. Our standards for planning and execution for all commercial activities are in line with expectations of any top multinational company. In addition we would also recommend the most suitable distribution and logistic plan for the brands.
Additional Tactical Field Force Deployment
There are often periods when additional SOV is needed in the marketplace due to changes in the competitive landscape. Adding headcounts is not always commercially viable for such tactical responses. Outsourced contract field forces are commonly used in the west for these activities, however, todate this service has not been available in the region.
Dayarn Pharma can help support these tactical initiatives through its trained field force and infrastructure. This gives multinational companies additional flexibility to deploy and manage SOV initiatives without having to increase internal headcount.