Pharmaceutical company marketing plan

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It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to _________________________. Upon request, this document is to be immediately returned to _________________________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities. Table Of Contents 1.0 2.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Situation Analysis . . . . . . . . . . . 2.1 Market Summary . . . . . . . 2.1.1 Market Demographics 2.1.2 Market Needs . . . . 2.1.3 Market Trends . . . 2.1.4 Market Growth . . . 2.2 SWOT Analysis . . . . . . . . 2.2.1 Strengths . . . . . 2.2.2 Weaknesses . . . . 2.2.3 Opportunities . . . . 2.2.4 Threats . . . . . . . 2.3 Competition . . . . . . . . . 2.4 Business Model Description . . 2.5 Keys to Success . . . . . . . . 2.6 Critical Issues . . . . . . . . . Marketing Strategy . . . . . 3.1 Mission . . . . . . . 3.2 Marketing Objectives 3.3 Financial Objectives . 3.4 Target Markets . . . 3.5 Positioning . . . . . 3.6 Strategies . . . . . 3.7 Marketing Mix . . . . 3.8 Marketing Research . Financials . . . . . . . . . 4.1 Break-even Analysis 4.2 Sales Forecast . . . 4.3 Expense Forecast . Controls 5.1 5.2 5.3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 .1 .2 .3 .3 .4 .4 .5 .5 .5 .5 .5 .6 .6 .7 .7 .7 .7 .7 .8 .8 .9 .9 .9 3.0 4.0 . 10 . 10 . 11 . 12 . 13 . 13 . 14 . 14 5.0 . . . . . . . . . . . . Implementation . . . . Marketing Organization . Contingency Planning . The Discount Pharmacy 1.0 Executive Summary The Discount Pharmacy is a brick and mortar and mail order pharmacy that sells prescription medication at lower prices than other pharmacies. The Discount Pharmacy is able to sell at reduced prices through the use of operating efficiencies and the elimination of unnecessary services for customers that self pay their drugs. The Discount Pharmacy does not accept insurance payments which disrupt the cash flow. By having a larger percentage of their business serviced by their mail order arm, The Discount Pharmacy is able to gain economies of scale by selling larger quantities of drugs with less labor required per order. As more and more Americans are on a continuous prescription to medicine, this trend will lend itself to rapid growth as customers can mail order larger quantities of drugs that they will need over time. Additionally, many insurance companies offer an economic incentive for medicine to be purchased mail order in quantity, saving the insurance company money. This factor will also help boost The Discount Pharmacy to profitability. The Pharmacy will increase its market share through targeted advertising to increase the number customers who are looking to save money on a pricey, necessary expense. 2.0 Situation Analysis The Discount Pharmacy is in the first year of business as a start-up operation. The Pharmacy believes that the market demand for their services will be great and are convinced that a cohesive marketing strategy is required for The Pharmacy. The Pharmacy offers a wide range of prescription medicine for pick up at their store front or it can be distributed by mail order. The Pharmacy's prices are far better than most pharmacies so their services will be attractive for people that just need to buy their medicine at good prices and do not need their hands held during the process. 2.1 Market Summary The Discount Pharmacy posesses good information regarding their market and the target segments that they wish to serve. The Pharmacy will leverage this information to better understand who is served, their specific needs, and how The Pharmacy can better serve them. Page 1 The Discount Pharmacy Target Markets Walk-in customers Mail order customers Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Walk-in customers Mail order customers Total Growth 8% 9% 8.99% 2001 345,887 54,876,345 55,222,232 2002 373,558 59,815,216 60,188,774 2003 403,443 65,198,585 65,602,028 2004 435,718 71,066,458 71,502,176 2005 470,575 77,462,439 77,933,014 CAGR 8.00% 9.00% 8.99% 2.1.1 Market Demographics The profile for The Discount Pharmacy's customer consists of the following geographic, demographic, and behavior factors: • • • • • • • Male and female. A larger percentage of people will be over 50. Many of the people are members of the AARP. Economically conscious of good deals. More than one medication at any one time. Are on a prescription that is a continual cycle, not ending once the malady is corrected. Know what they need and do not require extra services that some Pharmacists provide. Table 2.1.1: Target Market Analysis Target Market Analysis Market Segments Walk-in customers Mail order customers Characteristic - Characteristic - Characteristic - Characteristic - Characteristic - Page 2 The Discount Pharmacy 2.1.2 Market Needs The Discount Pharmacy is providing the market with a source of discounted drugs. This market need is important as many Americans are faced with the dilemma of using their limited income on food or meds. The Discount Pharmacy seeks to fulfill the following benefits that are important to their customers. • Selection: The Pharmacy offers a wide range of medication, both originals as well as generic alternatives. • Accessibility: Products are distributed through their conveniently-located store front, or can be shipped within the U.S. • Customer service: The Pharmacy recognizes the value of having outstanding customer service. By exceeding all of the customer's expectations, they are ensuring repeat customers and many referrals. • Pricing: The Discount Pharmacy's prices will be noticeably better than local pharmacies. 2.1.3 Market Trends The market trend for pharmacies reinforces consolidation. The whole medical industry (including doctors, pharmaceutical companies) has pressure being applied to them from different sides to achieve cost efficiencies and to decrease the cost of the various products/services. Looking specifically at pharmacies, over the last eight years, there has been widespread consolidation, done to a large degree to achieve costs efficiencies. Now insurance companies are adding pressure to decrease costs since they are a main party in the payment for meds. The Discount Pharmacy is able to coexist in this consolidation environment by achieving cost efficiencies through their unique business model of mail order service and a decrease in the normal pharmacist offered services. Market Forecast 80,000,000 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 0 2001 2002 2003 2004 2005 Walk-in customers Mail order customers Page 3 The Discount Pharmacy 2.1.4 Market Growth In 2000, the global pharmaceutical industry as a whole was a $897 billion dollar industry. The industry is forecasted to continue its record growth. This growth can be attributed to several factors, the underling driver is scientific progress. As our scientific community continues to make breakthroughs in medical applications, people become more and more reliant on medication to lengthen and improve their quality of life. American society in particular has become increasingly reliant on medication. This conclusion seems to be fairly intuitive as many individuals have a vested interest in living longer and more comfortably. This demand applies pressure to the scientists and pharmaceutical companies who are always on the lookout for the next big blockbuster drug which will ensure profitable returns. While America remains as the largest consumer of medication in the world, to a large degree based on the simple quantitative measurement of GNP, it is reasonable to expect that the retail distribution of these drugs will achieve extraordinary growth rates if they are employing creative business models or if they are one of the "giants." Target Market Growth 9.00% 8.00% 7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% Walk-in customers Mail order customers 2.2 SWOT Analysis The following SWOT analysis captures the key strength and weaknesses within the company, and describes the opportunities and threats facing The Discount Pharmacy. Page 4 The Discount Pharmacy 2.2.1 Strengths • • • • A unique, current business-environment-appropriate business model. Excellent staff who are highly trained and very customer attentive. Great prices. The ability to scale rapidly for the mail order side of the business. 2.2.2 Weaknesses • The lack of visibility and brand equity of a start-up business. • Lack of true experience running a mail order outfit. • Government intervention/regulation into medicine is possible. 2.2.3 Opportunities • Outside pressure on consumers to purchase meds mail order. • The constant growth of the number of people taking medication. • Newly formed alliances of insurance companies and mail order pharmacies. 2.2.4 Threats • The entry into the mail order market by an established company. • Regulatory legislation that curtails the mail order medicine industry. • Some event that cripples interstate commerce in regards to shipping. 2.3 Competition Competition takes many different forms in the pharmacy industry. • Chain pharmacies: These are state or national chains such as Rite-Aid. The advantage to these chains are better prices through economies of scale as well as personalized service. The personalized service takes the form of the chain having a record of your medication purchases as well as any allergies that you have disclosed to them. • Local pharmacies: These are the pharmacies where you typically know the pharmacists and they know your medical history. This option is high in personalized service and convenience, and high in price. • Mail order and Internet pharmacies: These are similar to The Discount Pharmacy. • Canadian pharmacies: These pharmacies are located in Canada where the cost of drugs is lower than in the U.S. These pharmacies can be accessed through mail order, the Internet, or via travel. Recently there has been the trend for trips arranged for senior citizens in northern states to travel up to Canada for the day to pick up their meds. Page 5 The Discount Pharmacy Table 2.3: Growth and Share Analysis Growth and Share Competitor Competitor Competitor Competitor Competitor Competitor Other Average Total Price $0 $0 $0 $0 $0 $0 $0.00 $0.00 Growth Rate 0% 0% 0% 0% 0% 0% 0.00% 0.00% Market Share 0% 0% 0% 0% 0% 0% 0.00% 0.00% 2.4 Business Model Description The Discount Pharmacy offers a wide range of prescription drugs to patients based in Oregon and nationally. Both generics and name brands are offered. The customer needs to either mail in the prescription, fax it, or email it. Once it is received and payment arrangements are complete, the meds will be sent out to the customer via U.S.P.S. or U.P.S. Local customers may stop by the store front to pick up the medications contemporaneously. The Discount Pharmacy will only service customers who self pay. The self pay customers will be attracted to The Discount Pharmacy because of their superior prices. For many Americans that do not have drug plans, including the vast majority of Americans over 65, a discount on drugs is very welcome on today's increasingly tight monthly budgets. The Discount Pharmacy will be able to survive on lower margins due to operating efficiencies gained through mail order and not accepting insurance policy drug plans. With each order a printout will accompany the medications that will provide directions on how to take the medications, other drug that should be avoided concurrently, and other useful information. Often times this information is communicated personally by the pharmaceutical technician. The Discount Pharmacy will be using computer printouts from industry software to reduce the cost of providing this information. Note: While the term "self pay" is typically associated with the notion that the customer is paying for the medication out of pocket without insurance, it is used in this context as the customer paying for the medications upfront by themselves regardless if they have insurance. They may be paying for the drugs out of pocket, or they may be paying for the medications upfront and then requesting their insurance companies drug plan to reimburse them later. 2.5 Keys to Success The keys to success are: • Repeat customers. • Low overhead and operating costs. • Superior prices and service. Page 6 The Discount Pharmacy 2.6 Critical Issues The Discount Pharmacy is still in the speculative stages as a start-up business. Its critical issues are to continue to take a modest fiscal approach, expanding at a reasonable rate, not for the sake of expansion in itself, but because prudent economic analysis dictates to. 3.0 Marketing Strategy The Discount Pharmacy will have different marketing strategies for the two different segmented groups that they wish to reach. The walk-in customers will be targeted through advertisements in the local paper, "The Oregonian." The advertisements will raise visibility for The Discount Pharmacy and their discounted prices. As the price of medication continues to skyrocket, The Discount Pharmacy will appeal to local people as a way to try to contain these rising costs. The mail order customers will be targeted through an advertising campaign in magazines and newsletters that have an older (over 55) crowd that regularly needs medication and knows in advance what their needs are. One of the main newsletters that The Discount Pharmacy will be visible in is the American Association of Retired Persons (A.A.R.P) monthly newsletter. 3.1 Mission The Discount Pharmacy's mission is to provide the customer with the best prices and service for prescription medication. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers. 3.2 Marketing Objectives • Increase repeat customers by 7% each quarter. • Decrease customer acquisition costs by 8% per year. • Increase customer awareness of The Discount Pharmacy as evidenced by an increase in product requests solely generated by knowledge of The Pharmacy's name. 3.3 Financial Objectives • A double digit growth rate for the first three years. • Reduce the variable costs associated with servicing each individual order by 4% a year. • Profitability by the end of year three. Page 7 The Discount Pharmacy 3.4 Target Markets The Discount Pharmacy will have different strategies for the two different groups. The walk-in customers will be targeted through advertisements in the local paper, "The Oregonian." The advertisements will raise visibility for The Discount Pharmacy and their discounted prices. As the price of medication continues to skyrocket, The Discount Pharmacy will appeal to local people as a way to try to contain these rising costs. The mail order customers will be targeted through an advertising campaign in magazines and newsletters that have an older (over 55) crowd that regularly needs medication and knows in advance what their needs are. One of the main newsletters that The Discount Pharmacy will be visible in is the A.A.R.P monthly newsletter. 3.5 Positioning The Discount Pharmacy will position themselves as the premier, customer-service-orientated mail order pharmacy in the U.S. The Discount Pharmacy will offer a good selection, great service, and better prices than traditional pharmacies. The Discount Pharmacy will leverage their competitive edge to achieve this positioning. The Discount Pharmacy's competitive edge is superior pricing. Generally, it is not a sustainable practice to compete on price. This is the case because it is based on the assumption that the competition has the same cost structure, so in order to compete on price you have to accept smaller margins which over time will erode the business model and profitability. This reasoning does not apply to The Discount Pharmacy's situation because they are able to maintain similar margins through cost-cutting measures and operating efficiencies. The Discount Pharmacy is able to decrease operating costs by not offering all of the typical services traditionally offered by pharmacies. The first cost measure is only employing a single pharmacist, in compliance with Federal regulations, and using pharmaceutical technicians whenever possible. As long as a pharmacist is on-site during the hours of operation, The Pharmacy can use the pharmaceutical techs in all other capacities that most pharmacies use pharmacists for. The Discount Pharmacy is able to maintain industry margins through the use of other operating efficiencies. By only having a small store front and doing the bulk of business through mail order, operating costs are significantly reduced. Lastly, although there is a pharmacist on hand, The Discount Pharmacy is not designed to hold the patients hands when they purchase their medications. The vast majority of The Discount Pharmacy customers are veteran drug takers and are already aware of how to take the medication and any side effects or drug interactions that should be avoided. Regardless, The Discount Pharmacy will provide each patient with a print out of all the information they need for the consumption of the drugs. Page 8 The Discount Pharmacy 3.6 Strategies The single objective of The Discount Pharmacy is to establish themselves as the mail order pharmacy serving the U.S. The Discount Pharmacy will aim to achieve a 30% market penetration within five years. The marketing strategy will seek to first create customer awareness regarding the products/services offered, develop the customer base, and work toward building customer loyalty and referrals. The Pharmacy will use advertisements to communicate the message. Advertisements will be placed in different venues depending on the target segment that is trying to reached. To reach the walk-in customers, advertisements will be run in The Oregonian. To reach the mail order target segment advertisements will be placed in A.A.R.P's newsletter. 3.7 Marketing Mix The Discount Pharmacy marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service. • Pricing: The Pharmacy's prices will be better than traditional pharmacies. • Distribution: The products will be distributed throughout the U.S. • Advertising and Promotion: The most successful advertising campaigns will be targeted advertisements. • Customer Service: Obsessive customer service is the norm. All employees have been trained to ensure that all customer's expectations are exceeded. This will occur at any shortterm expense, realizing that this is needed to build a successful business. 3.8 Marketing Research During the initial phases of the marketing plan completion, several focus groups were held to gain insight into the targeted customer's mind and the processes of their decision making. These focus groups provided the Pharmacy with a wealth of information. Additionally, survey were handed out and completed by people that use traditional pharmacies to purchase their medications. The surveys were developed by The Discount Pharmacy's owner himself, leveraging his statistic skills that he mastered while pursuing his MBA. Having a carefully designed survey is paramount to ensuring that the data collected is accurate and applicable. The surveys provided insight into the barriers that people face when moving from using a brick and mortar pharmacy to a mail order pharmacy. The last source of marketing research is an in-depth analysis of the pharmacy industry, focusing on consumer decision models within the industry. Cumulatively, all of this market research provided the owner with the necessary "kick in the pants" to move forward with his idea. Page 9 The Discount Pharmacy 4.0 Financials This section will offer a financial overview of The Discount Pharmacy as it relates to the marketing activities. The Pharmacy will address break-even analysis, sales forecasts, expense forecasts, and how they link to the marketing strategy. 4.1 Break-even Analysis The break-even analysis indicates that $72,494 will be needed in monthly revenue to reach the break-even point. Break-even Analysis $30,000 $20,000 $10,000 $0 ($10,000) ($20,000) ($30,000) ($40,000) $0 $24,200 $48,400 $72,600 $96,800 $121,000 Monthly break-even point Break-even point = where line intersects with 0 Table 4.1: Break-even Analysis Break-even Analysis: Monthly Units Break-even Monthly Sales Break-even Assumptions: Average Per-Unit Revenue Average Per-Unit Variable Cost Estimated Monthly Fixed Cost 725 $72,494 $100.00 $53.00 $34,072 Page 10 The Discount Pharmacy 4.2 Sales Forecast The first two months will be used to set up the store front and generate both local and national visibility. Month three will be the first month with sales activity. During month three through five there will be only a small amount of mail order business. The reason for this is that it will take time to sufficiently develop visibility regarding the mail order operation. Month six will see a jump in sales activity for mail order and there will be steady growth in sales activity from month six on. Monthly Sales Forecast $70,000 $60,000 $50,000 $40,000 Walk-in customers $30,000 $20,000 $10,000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Mail order customers Table 4.2: Sales Forecast Sales Forecast Sales Walk-in customers Mail order customers Total Sales Direct Cost of Sales Walk-in customers Mail order customers Subtotal Cost of Sales 2001 $183,056 $176,994 $360,050 2001 $111,664 $79,647 $191,311 2002 $743,778 $976,543 $1,720,321 2002 $453,705 $439,444 $893,149 2003 $843,540 $1,234,654 $2,078,194 2003 $514,559 $555,594 $1,070,154 Page 11 The Discount Pharmacy 4.3 Expense Forecast Marketing expenses are to be budgeted so they ramp up quarterly. These intervals are chosen because they are the common intervals that people who are buying several months of medication at once use. Monthly Expense Budget $6,000 $5,000 $4,000 $3,000 Oregonian advertising AARP advertising $2,000 $1,000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Table 4.3: Marketing Expense Budget Marketing Expense Budget Oregonian advertising AARP advertising Total Sales and Marketing Expenses Percent of Sales Contribution Margin Contribution Margin / Sales 2001 $8,200 $47,000 -----------$55,200 15.33% $113,539 31.53% 2002 $20,000 $55,000 -----------$75,000 4.36% $752,172 43.72% 2003 $30,000 $65,000 -----------$95,000 4.57% $913,040 43.93% Page 12 The Discount Pharmacy 5.0 Controls The purpose of the marketing plan is to serve as a guide to the organization. The following areas will be monitored to gauge performance: • • • • Revenue: monthly and annual. Expenses: monthly and annual. Repeat business. Customer satisfaction. 5.1 Implementation The following milestones identify the key marketing programs. It is important to accomplish each one on time and on budget. Milestones Marketing plan completion Bi-annual Oregonian campaign Bi-annual AARP campaign Bi-annual Oregonian campaign Bi-annual AARP campaign Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Table 5.1: Milestones Milestones Milestone Marketing plan completion Bi-annual Oregonian campaign Bi-annual AARP campaign Bi-annual Oregonian campaign Bi-annual AARP campaign Totals Plan Start Date 1/1/01 1/1/01 1/1/01 7/1/01 7/1/01 End Date 2/1/01 6/31/01 6/31/01 12/31/01 12/31/01 Budget $4,200 $4,200 $4,000 $4,000 $16,400 Manager John John John John John Department Page 13 The Discount Pharmacy 5.2 Marketing Organization The Discount Pharmacy's owner, John Unforseea, will be primarily responsible for the marketing activities. John will rely on an outside firm for assistance with the creative work. 5.3 Contingency Planning Difficulties and risks: • Problems generating visibility. • Difficulty developing sufficient demand. • An entry into the mail order market from an already established, larger pharmacy. Worst case risks include: • Determining that the business cannot support itself. • Having to liquidate equipment to cover liabilities. Page 14 Appendix: The Discount Pharmacy Table 4.2 Sales Forecast Sales Forecast Sales Walk-in customers Mail order customers Total Sales Direct Cost of Sales Walk-in customers Mail order customers Subtotal Cost of Sales Plan Jan $0 $0 $0 Jan $0 $0 $0 Feb $0 $0 $0 Feb $0 $0 $0 Mar $8,765 $2,245 $11,010 Mar $5,347 $1,010 $6,357 Apr $10,987 $5,543 $16,530 Apr $6,702 $2,494 $9,196 May $12,554 $6,543 $19,097 May $7,658 $2,944 $10,602 Jun $16,776 $12,334 $29,110 Jun $10,233 $5,550 $15,784 Jul $18,443 $15,454 $33,897 Jul $11,250 $6,954 $18,205 Aug $20,001 $19,877 $39,878 Aug $12,201 $8,945 $21,145 Sep $21,332 $23,556 $44,888 Sep $13,013 $10,600 $23,613 Oct $22,343 $26,776 $49,119 Oct $13,629 $12,049 $25,678 Nov $25,311 $30,112 $55,423 Nov $15,440 $13,550 $28,990 Dec $26,544 $34,554 $61,098 Dec $16,192 $15,549 $31,741 Page 1 Appendix: The Discount Pharmacy Table 4.3 Marketing Expense Budget Marketing Expense Budget Oregonian advertising AARP advertising Total Sales and Marketing Expenses Percent of Sales Contribution Margin Contribution Margin / Sales Jan $800 $5,000 -----------$5,800 0.00% ($5,800) 0.00% Feb $800 $5,000 -----------$5,800 0.00% ($5,800) 0.00% Mar $800 $5,000 -----------$5,800 52.68% ($1,147) -10.42% Apr $800 $5,000 -----------$5,800 35.09% $1,534 9.28% May $400 $2,000 -----------$2,400 12.57% $6,095 31.91% Jun $600 $3,000 -----------$3,600 12.37% $9,726 33.41% Jul $700 $3,500 -----------$4,200 12.39% $11,492 33.90% Aug $800 $4,500 -----------$5,300 13.29% $13,433 33.68% Sep $400 $2,000 -----------$2,400 5.35% $18,875 42.05% Oct $600 $3,000 -----------$3,600 7.33% $19,841 40.39% Nov $700 $4,000 -----------$4,700 8.48% $21,733 39.21% Dec $800 $5,000 -----------$5,800 9.49% $23,557 38.56% Page 2