Client Name

Bosch Pharmaceuticals (Pvt) Limited

Faculty Advisor

Dr. Kanza Sohail Khanani

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

This project best falls within the category of thought leadership within Entrepreneurship and Innovation.

Although anti-emetic is an already existing category in the market but the main emphasis is about utilizing a unique market opportunity in an established competitive market. Identification of market needs, innovation in branding and positioning, incorporation of digital healthcare engagement methods, and the design of new value propositions that would create a market differentiation were key to Ondrel's development.

Additionally, the project shows that innovation can also be expressed in other ways than by scientific discovery, such as developing new business models, engaging customers, differentiating the product, and positioning a new offering strategically for commercialization.

The results of this project to the Entrepreneurship and Innovation thought leadership area demonstrate the ability of businesses to generate value and ensure their growth via innovative approaches to marketing, strategic positioning and developing customer-focused brands in regulated business sectors

Aligned SDGs

GOAL 3: Good Health and Well-being

Aligned SDGs Justification

The most closely correlated SDG goal with this project is SDG 3: Good Health and Well-being. SDG 3 focuses on promoting health and ensuring healthy lives for everyone at all ages through access to quality health services, medicines and vaccines.

As a part of the project, a strategy for a quality supported and accessible antiemetic brand is developed, which contributes to improving the availability of a medicine that supports patient care in oncology (cancer care), surgery, gastroenterology, pediatrics and general medicine.

Additionally, the project's emphasis on affordability, accessibility, quality assurance and patient-centered healthcare aligns with other healthcare system goals that aim to drive better treatment outcomes and improve patient health.

NDA

No

Abstract

This ELP project was conducted with Bosch Pharmaceuticals. The objective was to develop a brand plan for Ondrel which is an ondansetron based anti-emetic for the Pakistani market.

The key tasks were to analyze the commercial potential and develop strategies for launch and positioning, covering market plus situational analyses, competitors, promotion and distribution. We adopted a qualitative and exploratory approach; secondary research, pharmacy visits, informal meetings with physicians, guidance provided by the DRAP and industry reports were thus used to gain insight into the market.

Research indicates that a combination of physician trust and availability, institutional access and brand reliability is more important than therapeutic efficacy for being successful in the ondansetron market. There are several differentiation opportunities that exist, such as the development of a brand with quality, a strong distribution and diversified formulations, ODT, and the physician engagement strategy.

The project proposes the following recommendations to Bosch Pharmaceuticals based on the findings: Use Ondrel as a solution that the HCPs trust and have access to. This will be supported by strict manufacturing standards, product availability and promotional strategies.

The proposed strategy will focus on differentiation besides prices, distribution excellence, digital innovation, and building long-term relationships as important drivers for sustainable competitive advantage. Even in the face of fierce competition, the project identifies a strong potential for Ondrel in terms of growth, if this is addressed with effective implementation, proper branding and stakeholders’ engagement.

Keywords: Ondansetron, Ondrel, Pharmaceuticals, Brand Plan, Positioning, Healthcare, Anti-emetic, Healthcare Professionals’ engagement, Market Analysis, Pakistan Pharmaceutical landscape, Brand Launch

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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