Page 8 - GlaxoSmithKline Pharmaceuticals AR 2012

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Your Company outlined the strategy six years back by defining the portfolio and identified
specialty products as a patient need and focused on these therapy areas with a view to
augmenting the company solutions in these areas. The contribution from specialty products
has consistently grown from 18.5% in 2009 to 21.7% in 2012 of the total sales of your Company
and has grown by 16% over last year.
Your Company is a leader in meeting patient needs in the area of Dermatology and has further
consolidated its leadership position and is well poised to expand the therapeutic offerings in the
coming years. In the Dermatology therapy, your Company registered a market share of 15.5%
during the current year. The core strength of your Company’s clinical Dermatology offerings
have consistently grown ahead of the market and at the same time the newly expanded Stiefel
business has met satisfactory uptake from patients and doctors. The topical steroids continue
to be the main stay for Dermatology and have retained a strong leadership position with
a market share of 29% (source: IMS MAT NOV12). Your Company has a range of offerings
for patients in topical antibiotics through products like T Bact, Bactroban, Neosporin
and Altargo which occupy a significant leadership position with market share of 54%
(source: IMS MAT NOV12). In cosmetology, your Company continued to expand offerings
for patients with the innovative Stiefel range of products meeting needs in areas like acne,
sunscreen and dry skin management.
The disease burden of cancer sadly continues to increase in the country. Your Company, as
in the last few years, provided innovative solutions to meet the same. Tykerb launched for
terminally ill breast cancer patients continues to find increasing acceptance among doctors
and patients alike, particularly on account of the tiered pricing approach which your Company
follows for these life saving products. In addition, Votrient for the treatment of kidney cancer
and Revolade for treatment of thrombocytopenia (reduced platelet count) in adults with the
blood disorder chronic immune (idiopathic) thrombocytopenic purpura (ITP), continue to meet
the needs of increasing number of patients year on year. Your Company now has a significant
presence in the attempts to treat the unfortunate burden of cancer.
Cardiovascular disease as well continues to grow at an alarming rate and your Company has
brought to market “Benitec”, a product licensed in from Daichi Sankyo, Japan. Benitec has
found increasing acceptance with patients and doctors alike in the current year. Diseases of
central nervous system also have a major epidemiology in the country and your Company
introduced a product from its parent organization’s research pipeline, “Lamictal” as well as
“Ictacetam”, a branded generic for the treatment of Epilepsy. The launch of Seretide Evohaler
with dose counter has helped your Company in improving patient care in asthma. This unique
device through its dose counting model has helped to facilitate the right usage of the drug
delivery system thereby improving patient compliance.
The Mass Specialty business of your Company recorded a double digit growth over the
previous year with its promoted product portfolio growing ahead of the market. The anti-
infective range of products, despite a slowdown in the market, crossed the milestone turnover
of Rs. 500 crores with Augmentin retaining its status of being the No. 1 brand in the Indian
Pharmaceutical Industry by value. Your Company’s recent entry in the anti-fungal segment
continued to provide an effective solution to patient needs in this therapeutic area and the
Company’s product, “Mycamine” grew ahead of other products in this area in terms of its
uptake by patients and doctors.
Your Company’s efforts towards building awareness in the hypothyroidism area continued
unabated and the patient focused activities were highly appreciated by the physician’s
community. CCM was the proud recipient of the OPPI Marketing Excellence Award in the
Existing Product Category. Your Company immensely benefited from the new initiatives of
Hospital and Tender business with both teams strengthening their presence in the corporate
and government hospital segments.
Mass markets, which comprise of the traditional health care solutions of your Company
contributed to 47% of your Company’s share in Indian Pharmaceutical Market (IPM) in 2012.
Mass markets had 11 brands in first 300 brands of IPM, in value terms. Betnesol was ranked
3rd brand and Zinetac was at number 4, in unit terms.
Dilo BM, Cefspan, Lilo, Ostocalcium, Zentel and Zyloric grew better than the market and
Zinetac, Piriton, Calpol, Phexin and Bactroban retained a growth level above the market
growth. Ostocalcium solids and liquids grew above the market and crossed a turnover of
Rs. 50 crores. Calpol, Zinetac, Neosporin and Phexin displayed very strong performance. The
positive portfolio changes were significant with greater momentum displayed on promoted
brands. REACH, a rural marketing initiative of your Company which attempts to physically