Understanding doctors' perception about augmentin in advanced Anti-biotic market and devising future marketing strategy

Abstract

Augmentin is one of the best anti-biotic available in the market and is GSK's brand for Coamoxiclav. Augmentin was the research molecule of smikthline beachem and was patented in 1983 by them but it became a generic molecule after the patent expired and today there are more than 300 odd competitors exist in the market including all Indian players such as Dr. Reddy's Lab. Cipla. Ranbaxy etc. The project was to understand the current prescription pattern of doctors and to indentify target doctors and indications, also to identify potential competitors among advanced anti-biotic markets. Based on the observations, we have to devise the future marketing strategies for the product going forward . Augmentin was found to be first line of treatment for Acute Otitis Media and Lower Respiratory Tract Infections. Its usage was in almost in all the departments as an advanced antibiotic and for some of the doctors it was silver bullet. When analyzed the value chain, we found a lot of discounting given to stocktists and retailers in case of competitor products and a lot of push marketing going on. Through conjoint analysis. price came out to be the least important utility across all the cities and all specialties. Bacterial and Clinical Efficacy topped the utility in all scenarios with brand and quality following after. Current ongoing price war in the co-amoxiclav market came out as few doctors specifically pointed out. Differential prescription is very common among pediatricians compared to ENT and Consultant Physicians. The marketing team needs to penetrate in to newer areas like Dermatology and Dentistry. They should market more aggressively in the areas diabetology and gynecologist. Quality being the main USP of GSK products, the representatives need to carry more input related to quality aspect of Augmentin.