### **Overview** Pfizer Ltd, a subsidiary of Pfizer Inc., has been a cornerstone of India's pharmaceutical industry since its establishment in **1950**, playing a pivotal role in building domestic drug manufacturing capabilities, reducing import dependence, and advancing access to essential medicines. With over **75 years of operation in India**, Pfizer has evolved into a diversified healthcare enterprise with a strong presence across **15 therapeutic areas**, serving over **300 million patients annually** through a portfolio of more than **125 products**. The company is publicly listed on the **Bombay Stock Exchange (BSE)**, having gone public in **1966**, and continues to strengthen its Indian operations through **local R&D, manufacturing, strategic acquisitions, and global innovation transfer**. Under the leadership of **Ms. Meenakshi Nevatia**, Managing Director since April 2023, Pfizer has revitalized its **go-to-market (GTM) strategy**, emphasizing **scientific leadership, omnichannel engagement, digital transformation, and patient-centric innovation**. --- ### **Leadership & Strategy** - **Ms. Meenakshi Nevatia (MD)** has refocused the organization on core therapeutic areas, strengthened front-line sales, and driven strategic partnerships to accelerate growth. - The company has implemented a **dual GTM model**: a dedicated Pfizer FTE sales force in select markets and a contract-based model elsewhere, improving **market segmentation, coverage, and productivity**. - A **Science First** approach anchors all commercial activities, supported by scientific education, KOL engagement, and partnerships with leading medical associations. --- ### **Therapeutic Areas & Key Brands** #### **1. Internal Medicine (Primary Care) – Core Revenue Driver** - **>270,000 healthcare professionals (HCPs)** prescribed Pfizer IM brands in FY2025 (3% YoY increase). - Key specialties: cardiology, gynaecology, nephrology, orthopaedics. - Strategy: Revamped GTM with **three pillars** – productivity enhancement, expanded customer reach (including **10,000+ virtual HCP engagements**), and optimized distribution. - **Strategic partnerships**: - **GoApptiv (tech-led distributor)**: Enhances digital reach and market penetration for consumer-centric brands. - **Mylan Pharmaceuticals Pvt Ltd**: Strengthens neuropsychiatry marketing through co-promotion and omnichannel engagement. --- #### **2. Women’s Healthcare – Market Leader** - **#1 in oral contraceptives** with flagship brand **Ovral L**. - Recently approved by **DCGI for three new indications** related to menstrual disorders. - Digital campaigns like **#SpilltheBeans** aim to enable a full digital journey from awareness to e-consultation. - **Folvite** leads in maternal nutrition and ranks among the **top 5 brands** prescribed by gynecologists. - Partnerships with **FOGSI, IMS, ISOPARB, and Indian Menopause Society** to advance scientific education and awareness across life stages. - Growth strategy: Focus on **omnichannel engagement**, **digital outreach**, and **therapeutic expansion**. --- #### **3. Gastroenterology – Dominant Position** - **Neksium (Esomeprazole PPI)**: - Targeted in-clinic engagement with gastroenterologists and orthopaedists. - **Neksium D** treats refractory GERD, driving brand differentiation. - **Gelusil**: - Over **50 years in the market**, trusted brand with strong state-level dominance. - Launched **Gelusil RAFT** for recurrent hyperacidity. - Relaunch planned in 2025 with new, user-friendly packaging. - **Mucaine**: - **Leader in liquid antacids market**, prescribed by **50,000+ HCPs**. - Introduced **Mucaine 400ml** for improved long-term treatment adherence. - Educational initiatives: **ENDOSURGRE**, HCP training with ASGE; **HOPE** learning platform for paramedic staff. --- #### **4. Cardiovascular & Anticoagulation** - **Eliquis (Apixaban)**: - **#1 NOAC** (novel oral anticoagulant) with **35% market share** post-loss of exclusivity (LOE). - Maintained **17% CAGR**, reaching **3x more patients** despite competition from ~100 generics. - Growth driven by **expanded HCP engagement, pricing rationalization, and co-promotion**. - **Anticoagulation Center of Excellence** launched in Hyderabad (AIG Hospital) to set standards in care. - **“Listen to Your Heartbeat”** campaign reached **15,000 patients** on atrial fibrillation awareness. - **Minipress XL (Prazosin)**: - **45% market share** in uncontrolled hypertension segment. - Supported by targeted medicomarketing with nephrologists and cardiologists. --- #### **5. Inflammation & Immunology (I&I)** - **Enbrel (Etanercept)**: - First globally launched **TNF inhibitor**, used for RA, psoriasis, AS, and more. - Treated **over 6 million patients worldwide**, backed by **500+ clinical trials** and **7,000+ publications**. - Subcutaneously administered; prescribed in India by rheumatologists, dermatologists, and pediatric specialists. - **Betrecep (Tofacitinib)**: - **India-specific brand** launched in **July 2023** to improve affordability and access for rheumatic and autoimmune diseases. - Ranked **5th (IQVIA MAT March 2025)** in a crowded market (>70 brands). - Expanding reach to dermatologists and gastroenterologists. --- #### **6. Neuroscience & Psychiatry** - **Pacitane (Trihexyphenidyl)**: **68% market share** in its therapeutic category. - **Ativan (Lorazepam)**: Leading anxiolytic with **6% share in benzodiazepine market**, despite supply challenges. - Partnership with **Mylan** to strengthen neuropsychiatry marketing capabilities. - Future focus: **Integration of field forces, data-driven insights, and patient-centric innovation**. --- #### **7. Hospitals Business Unit (HBU) – Advanced Anti-infectives** - Serves **1,800+ hospitals and nursing homes** with critical anti-infectives. - **Zavicefta (Ceftazidime-Avibactam)**: - **48% market share** in its class (as of March 2025). - Used for HAP/VAP, cUTI, cIAI; growing due to clinician confidence. - **Meronem**: Gained trust and expanded into new institutions due to focus on **antibiotic stewardship**. - **Magnex 1.5gm**: Reintroduced to expand formulary options. - **Antimicrobial Stewardship (AMS)**: - Engaged **over 200,000 HCPs** in responsible use initiatives. - "Take a Pledge with Pfizer" campaign secured commitments from **3,000+ HCPs**. --- #### **8. Vaccines & Preventive Health** - **Prevenar 13**: - Pneumococcal conjugate vaccine for all age groups. - **62.5% value share** in private market. - Central to **“Life Course Vaccination”** and **Center of Excellence** initiatives. - **Adult Vaccination Taskforce** established with dedicated team to drive immunization in corporate and at-risk populations. - Digital campaigns like **Fight Pneumo** (YouTube, toll-free helpline, microsite) expanded awareness across 9 regional languages. --- #### **9. Pain & Inflammation** - **Legacy brands**: **Dolonex (Piroxicam)** and **Wysolone (Prednisolone)** – over **40 years in market**. - Leads in pain and corticosteroid segments. - **Medicomarketing**: - ‘Back in Action’ campaign with Orthopaedic Society for OA and LBP. - Partnerships with Indian Dental Association. - **Etorizer (Etoricoxib)** launched for osteoarthritis and acute pain. --- #### **10. Respiratory** - **Corex Dx**: **Market leader in dry cough** – **15% value share**. - Expanding into **productive cough segment** with **Corex LS** line extension. - Educates HCPs on **rational cough medication** via **“Cough the Right Way”** campaign. --- #### **11. Vitamins & Nutrition** - **Becosules**: - **#1 multivitamin brand in India** for over 50 years. - **7 SKUs**, including **Becosules+ Syrup** for child immunity. - Recently ranked **#1 B-complex brand** with **75%+ market share**. - OTC success enhanced via engagement with **~50,000 chemists**. --- ### **Innovation & Digital Transformation** #### **Pfizer Healthcare Experience Studio (PHEX)** - Focus: **Digital engagement, omnichannel content, patient journey design**. - Achievements: - Designed a **connected pregnancy ecosystem** for expectant mothers (diet, counseling, yoga). - Led **pneumococcal awareness campaigns**. - Awarded for **digital innovation** in Asia. - Developed **adaptive content framework** based on real-time HCP/patient insights. #### **Digital Marketing & Outreach** - Reached **230,000+ HCPs virtually** during pandemic; now sustaining through omnichannel tools. - Platforms: YouTube, Facebook (e.g., **“All About Arthritis”** – 100,000+ followers), doctor networks, podcasts ("GERD Talks"). - Campaigns generated **10M+ video views**, **125K+ website visits**, and **300K+ digital trade touchpoints**. --- ### **Manufacturing & Supply Chain** - **India Network**: 1 owned plant (Goa, est. 2002) + **18 contract manufacturing partners (CMOs)**. - Annual output: **6.8 billion pills and vials**. - **70% of business locally manufactured**; **75% API sourced domestically**. - **Goa plant**: 186M SDUs/year across 25 SKUs; led by **Mr. P. Rengan**, an award-winning pharma operations expert. #### **Distribution** - Served by **15 warehousing partners**, 20+ CFAs, 250,000 retail outlets. - Ensures nationwide reach to **over 300,000 towns and villages**. --- ### **Sustainability, ESG & Innovation Initiatives** #### **Project INDovation** - Collaboration with **IIT Delhi, NITI Aayog, NIPER, Social Alpha**. - Incubates **health-tech startups** in oncology, diagnostics, digital health. - Supports **40+ startups** with funding up to ₹65 lakh, mentorship, IP, and clinical access. - Innovations showcased globally, including at **World Health Assembly**. - Example: **AI Health Highway’s AI Steth** deployed in **Maharashtra** for early heart disease screening. #### **Public-Private Partnerships** - Project **Parivartan**: IPC & AMS training for 11 hospitals via **AIF and WHO-aligned platform** in 6 languages. - Educational workshops with **American Society of Gastrointestinal Endoscopy (ASGE)** and **American Academy of Pain Medicine**.