ECCO INDIA ² CASE STUDY

: Pharmaceutical & Healthcare

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 : Wockhardt Ltd.


 : Launch of Biovac A
- a new generation Hepatitis A vaccine

  : December 2005

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ECCO INDIA ² Case Study Launch of Biovac A ² a new generation Hepatitis A vaccine

Wockhardt Ltd.
‡ Wockhardt Ltd. is a leading Indian pharmaceutical company with a
strong presence in several therapeutic areas
‡ The Company·s objective was to launch and aggressively promote the
Hepatitis A vaccine - Biovac A in the Indian market and capture
market share from existing brands
‡ Being a new generation vaccine, Biovac A was priced significantly
higher than the competition. However, it offered the convenience of
single dose administration (no booster dose required as with other
Hepatitis A vaccines in the market)

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ECCO INDIA ² Case Study Launch of Biovac A ² a new generation Hepatitis A vaccine

Challenges
‡ To establish Biovac A as a leading brand in Hepatitis A vaccine
‡ To emphasize the cost effectiveness and convenience of
Biovac A over other Hepatitis A vaccines and earn the confidence of
the medical community
‡ To meet ambitious coverage targets
‡ To seize market leadership in this segment over time

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ECCO INDIA ² Case Study Launch of Biovac A ² a new generation Hepatitis A vaccine

Strategy
‡ Develop a strong positioning for Biovac A emphasising its advantages
over other Hepatitis A vaccines
‡ Focus on physicians throughout the country
‡ Build strong relationship with health organisations, medical
community and key influencers
‡ Spread awareness and education about Hepatitis A through media and
medical community

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ECCO INDIA ² Case Study Launch of Biovac A ² a new generation Hepatitis A vaccine

Tactics
‡ Prepared extensive information pack on Hepatitis A (epidemiology,
natural history, diagnosis, prevention, etc.)
for the medical profession
‡ Prepared Fact Sheet with advantages of Live Attenuated Hepatitis A
vaccine in comparison to Inactivated Hepatitis A vaccine for the
media
‡ Intensive media relations programme (press conferences
held in 8 cities, along with several media interviews)
‡ Extensive communications programme for medical community ² held
seminars in 10 cities (each seminar attended by
over 100 physicians)

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ECCO INDIA ² Case Study Launch of Biovac A ² a new generation Hepatitis A vaccine

Tactics
‡ Invited Dr. Zhuang, Deputy Director, Zhejiang Pukang Biotechnology
Co. Ltd. of China, the originators of the vaccine to address medical
seminars in 10 cities in India
‡ Follow up features and articles in the health supplements of various
newspapers
‡ Booklet on Hepatitis A prevention made available at leading hospitals
and clinics

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ECCO INDIA ² Case Study Launch of Biovac A ² a new generation Hepatitis A vaccine

Results
‡ Media coverage beyond expectations : extensive coverage in over 150
newspapers, magazines, TV and online outlets
‡ Overall reach of campaign was excellent and resulted in creating
huge awareness for Biovac A
‡ Campaign generated over 25 million print impression and over 15 TV
interview/items, with a reach of over 75 million and an advertising
value equivalence of over US$ 1.5 million
‡ The launch of ¶Biovac A· was a huge success
‡ Biovac A has become one of the leading Hepatitis A vaccine brands in
India

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ECCO INDIA ² Case Study Launch of Biovac A ² a new generation Hepatitis A vaccine

Results

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ECCO INDIA ² Case Study Launch of Biovac A ² a new generation Hepatitis A vaccine

Results

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