We take your innovation further.
The best way to predict the future is to invent it. Alan Kay
The development of innovative medicines has been impacting an ever-growing number of patients in western countries over the last ten years. However, territories such as the Middle East, Central Europe or even Africa, only benefit from these advances much later on. Indeed, an innovative compound launched in Europe or the United States, will only appear in the Middle East 5 to 7 years after becoming available in Europe. There are various reasons for this: – Priority being given to the country of origin – Geographic distance or cultural remoteness Awareness of how to gain access to innovative treatments has also grown in these markets, at the level of supervisory authorities as well as practising doctors and patients - patients who benefit from information that moves faster than ever before. Cytis AG has set itself the ambitious mission of providing for the needs of such patients and their families, while at the same time contributing to the geographic expansion of innovative businesses, whether this is in the biopharmaceutical, medical equipment or diagnostics field.
Population
GDP per capita 2007 (USD)
2007 (M)
Health expenses per capita 2005 (USD)
Georgia Azerbaijan
Armenia Turkey Syria Lebanon
Iran Iraq Jordan Kuwait Bahrain
Egypt
Qatar UAE Saudi Arabia Oman
Yemen
Saudi Arabia Kuwait Qatar Bahrain United Arab Emirates Oman Lebanon Gulf States
28.2 2.6 1.1 0.8 4.6 3.3 4.0 44.6
23,200 39,300 80,900 32,100 37,300 24,000 11,300 26,167
570 490 1,283 1,000 625 390 584 584
Turkey Iran Egypt Middle East 1
71.9 65.9 81.7 219.5
12,900 10,600 5,500 9,455
592 677 279 501
Jordan Yemen Syria Armenia Azerbaijan Georgia Middle East 2
6.2 23.0 19.7 2.0 8.2 4.6 63.7
4,900 2,300 4,500 4,900 7,700 4,700 4,184
650 88 110 270 193 318 185
Middle East
328
10,705
451
Europe (27) USA
499 304
28,213 45,800
3,050 6,350
Sources: World Fact Book (2007) & United Nations (2005)
Developing the market.
Patients
All the countries of the Middle East have cultural, economic and political features in common. Each of these countries does however abide by its own specific rules in regulatory and commercial terms; this leads to them being approached individually, by choosing the best local importer/distributor on a country-by-country basis. The quality of the partnership between your business, the local partner and Cytis, will be the key success factor for your product in this region.
Specialized Doctors
Key Account Managers
Local Distributors Cytis AG Laboratory
Continuously striving to succeed.
The preliminary steps of this approach will be to plan, organise, assign each partner’s role and determine its level of commitment.
Evaluate
Select
Commit
Product information
Local distributor selection (Cytis)
Agreement: Company and Cytis partnership
Potential local partner evaluation
Country selection (Company and Cytis)
Agreement: Distributor and Company
Marketing plan approach Evaluation per country
Marketing plan finalization
Operate
Manage
Export and Follow
Regulatory strategy
Target to key account
Logistical aspects
Name patient basis potential
Marketing plan implementation
Administrative aspect
Selection of key account manager
Local key opinion leaders
Financial
Recruitement
Medico-marketing training
Quarterly reporting
Cytis AG Innovationszentrum Gewerbestrasse 14 Postfach 539 CH 4123 Allschwil Switzerland +41 61 481 88 11 Phone +41 61 481 88 12 Fax www.cytis.ch