Resume of Sanjay Nair
Through resume of Sanjay Nair Webpage I am describing my professional career till now. My name is Sanjay Nair, I have done my B.Pharm & M.B.A with 8 & ½ years experience in the pharmaceutical industry with 7 & ½ years in product management. Thereafter from the year 2007, I am involved with project-9 and the “rise of womanhood” website. Elaborate details of Project-9 and the “rise of womanhood” are mentioned in separate WebPages of this website. To briefly summarize here, the “rise of womanhood” website on which I am currently working is an effort to take project-9 to the larger world especially "women" with a message of a new beginning for creative and generative living. The rise of womanhood website shall galvanise a worldwide force towards awakening of the feminine. The creation of a learning organization based on project-9 will be one of the manifestations of this feminine awakening.
Resume: General Information
Name: Sanjay Nair, Father’s Name: Lt.Col.P.R.K Nair (Retd), Age: 35 Years, Date of birth: 14-07-1974, Sex: Male & Marital Status: Single
Resume: Professional Qualifications:
1. Graduation in Pharmacy (B.Pharm) from N.G.S.M College of Pharmacy, Mangalore University in the year 1995 with 62 % marks. Specialization-Pharmaceutical Sciences. Grade Awarded-First Class. Industrial Training-Hindustan Antibiotics Ltd & Nulife Pharmaceuticals.
2. MBA from Vaiqunt Mehta National Institute of Cooperative Management, Pune in the year 1998 with 69% marks. Specialization-Marketing Management. Grade Awarded-First Class. About the Institution- A premier National Institute based at Pune under the Ministry of Human Resources & Ministry of Agriculture, Govt of India (Recognized by AICTE). Summer Training- Cipla Ltd.
Resume: Work experience
Total Work Experience: 8 & 1/2 years, Field Experience: 1 year & Experience in Product Management: 7 & 1/2 years
Resume: Work Experience with Intas Pharma
1. Intas Pharma Limited, Ahmedabad –From 10th March 2003 to 4th July 2007 Duration- 4 Year & 4 Months. Designation- Therapy Manager & Group Therapy Manager
Achievements details in Intas Pharma: Pain management project
Launch of Aceclofenac for the 1st time in India- Instrumental in launching successfully the Ortho & Pain management basket of products.
A. Launched for the 1st time in India, Hifenac the brand of Aceclofenac
B. Hifenac group was made to a 25 crore brand after 4 years of launch
C. Launched the complete range like Hifenac, Hifenac-P, Hifenac-SR, Hifenac-MR, Hifenac-Gel, Hifenac-D, Hifenac-TL-TA & Hifenac-Inj
Other Project-
A. Launched the Osteoporosis Management Therapy with Calinta & Strotas
Resume: Work experience with Gland Pharma
2. Gland Pharma Limited, Hyderabad- Worked from 18th December 2000 to 7th March 2003. Duration - 2 years & 2 months. Designation- Product Executive & Product Manager
Achievements details in Gland Pharma:
A. Launched for the first time in India, Cutenox the indigenous brand of Enoxaparin, (Low Molecular Heparins) and nurtured it to a 3 Crore brand
B. Contributed in establishing Gland Pharma in the Cardiology segment, especially with the Antithrombotics.
Resume: Work experience with Tidal labs
3. Tidal Laboratories Ltd. Mumbai- Worked from 8th of December 1999 to 10th of October 2000. Duration-1 Year. Designation-Product Executive
Achievements details in Tidal Labs:
A. Launched the combination concept of NSAID with Proteolytic enzyme in the brand Rolosol (Diclofenac & Serratiopeptidase)
B. Handled brand like Swelinex-DT & Swelinex-Gel (Piroxicam)
Resume: Work experience with Protec
4. Protec (Division of Cipla Ltd.)- Worked from 7th July1998 to 12th of August 1999 based at Bangalore Headquarters. Duration -1 Year. Designation- Mgt. Trainee & Mtkg. Executive
Resume: Hobbies & Interests
1. Reading Books & Writing Poems
2. Studying Numerology as a hobby
3. Like to follow Cricket & Formula-1 racing on TV & watch NAT-GEO, Discovery & History channel
Resume: Work experience details with Intas pharma
WORK EXPERIENCE DETAILS WITH INTAS PHARMA LTD:
PROJECT: PAIN MANAGEMENT (AT INTAS PHARMA LTD)
THE LAUNCH OF ACECLOFENAC FOR THE FIRST TIME IN INDIA:
1. Launch of Hifenac (1st time Launch of Aceclofenac in India):
Resume: Introduction
A. Launched, Hifenac-Aceclofenac in Oct-03 as the innovator brand.
B. After 4 years of launch, Hifenac group as a brand stood at 25 Crores.
Resume: Pre-Launch Activities
A. Complete Scientific evaluation done for Aceclofenac as a molecule.
B. Understood the strengths and weakness of the molecule based on extensive technical data and clinical data obtained through research.
C. Prepared the detailed Brand Plan based on the scientific information (Technical data & clinical trials), market information (ORG & C-Marc data) and retail & customer audit (Through Field force and visit to market).
D. The Brand plan covered major aspects like the positioning of the molecule & the brand, the detailed marketing strategy, the detailed marketing tactics, Pricing & Packaging etc.
Resume: The Positioning of the Aceclofenac as a Molecule
A. Aceclofenac is a phenylacetic acid derivative from the class of Diclofenac. The molecule is a next generation advancement over Diclofenac in terms of its strong Analgesic & Anti-inflammatory activity and better GI tolerability.
B. As a molecule, Aceclofenac was positioned as a site-specific analgesic and anti-inflammatory agent, with unique mechanism of action when compared to other NSAIDs. Aceclofenac acts on the basic cytokines of Inflammation like Tumor Necrosis Factor & Interleukins inside the inflammatory cells and thus provides potent site-specific analgesic & anti-inflammatory action.
C. In OA & RA, Aceclofenac stimulates the synthesis of extracellular matrix of human articular cartilage by inhibiting Interleukin-6 & TNF. Aceclofenac also inhibits degenerative enzymes like MMPs in the synovial fluid in chronic inflammatory conditions like Osteoarthritis & Rheumatoid Arthritis. Thus Aceclofenac was positioned as a unique NSAID with Chondroprotective and disease modifying properties in chronic inflammation like OA & RA.
D. Aceclofenac was also positioned as advancement over Diclofenac & Ibuprofen in terms of far superior GI tolerability. Aceclofenac has profound COX-1 sparing properties when compared to other NSAIDs like Diclofenac or Ibuprofen.
E. Aceclofenac was positioned as a molecule different from COXIBs as well as Conventional NSAIDs as Aceclofenac directly acted upon the cytokines of inflammation sparing both COX-1 & COX-2. This led to site-specific analgesic and anti-inflammatory action along with excellent safety profile.
F. The Superior Efficacy and Safety profile was established initially with the help of two large foundation studies for Aceclofenac that is The European Cohort Study for Efficacy & The SAMM study for Safety.
G. Various other clinical studies like the Drugs-2001 & Expert opinion study were utilized to scientifically establish Aceclofenac and thus Hifenac.
Resume: The Positioning of Hifenac as a Brand
A. The “Brand name” in itself positioned the brand as the advancement over the conventional “fenac”, Diclofenac. Thus Hifenac means Higher among Fenacs.
B. The punch line “High in Efficacy, Higher in Safety” aptly communicated the salient features of Aceclofenac.
C. The brand was clearly positioned against Diclofenac and more specifically against VOVERAN. The positioning is strategically made to target the “80 Crs market of Diclofenac and more specifically the 60 Crs market of VOVERAN” in the initial days of launch.
D. Hifenac was targeted to Orthopedic surgeons and Physicians in Post Traumatic Pain, Low Back Pain, Cervical Pain & Ankylosing Spondylitis.
E. Hifenac as a brand has been consciously positioned in Acute & Semi-Chronic inflammatory conditions.
F. Further the opportunity of the collapse of COXIBs in 2005 was thoroughly used to position Hifenac group as a completely unique NSAID with excellent safety and efficacy profile. The CME campaign and the PMS campaign of 2005 led to the rise of Hifenac as the leading brand of Aceclofenac. Aceclofenac as a molecule also got established as the leading NSAID because of the pro-active campaigns done for Hifenac.
Resume: Scientific Promotion-Cytokines & The Paradigm Shift
A. For the first time the concept of “Cytokines as basic inflammatory mediators” was introduced through the launch of Aceclofenac.
B. Aceclofenac had been positioned as a unique NSAID, with site-specific, analgesic & anti-inflammatory action.
C. The drug acts on the cytokines like Interleukins and Tumor Necrosis Factor which are the primary mediators of inflammation.
D. Also highlighted were the chondroprotective properties of Aceclofenac in Osteoarthritis & Rheumatoid Arthritis and the excellent GI tolerability.
E. Special CME programs were conducted on regular basis all over India to present the “Cytokine concept” and “clinical experience with Aceclofenac”. F. Product Monograph, Full text articles and Clinical papers are continuously used to articulate the new concept and present Aceclofenac as a unique and safe NSAID.
Resume: Training and Education
A. In Coordination with the medical and training department, continuous training and educational programs was designed for field staff to inculcate the latest concept in pain management and in-depth medical and scientific knowledge on Aceclofenac.
B. First-line Managers and the Regional Managers were specifically trained with latest scientific inputs for effective scientific promotion to the medical fraternity.
C. “Operation Lethal Strike” was a sustained campaign to improve the scientific temper and communication of the field managers in the initial days of Hifenac launch. Many such campaigns were initiated as the follow up campaigns throughout last 4 years.
Resume: Personal Field Support and direct customer Interactions
A. Personally adopted south zone in the initial phase of 2 years for intensive campaign on Hifenac in terms of joint field work, regular interactions with the customers and continuous training of the field force through briefing meetings & FSE programs. This lead to marked improvement in customer conversions and business development for Hifenac in south zone. Therefore even today south zone is the strongest zone for Hifenac group.
B. Similarly other zones were adopted subsequently to make a marked impact in terms of enhanced customer conversions and business development.
2. Launch of Hifenac-P (Aceclofenac & Paracetamol combination for the 1st time in India): The brand was launched in January 2004 and it was made to a 10 Crs brand.
Resume: Positioning of Hifenac-P (Aceclofenac & Paracetamol combination)
A. Hifenac-P is a synergistic combination of Aceclofenac and Paracetamol. Aceclofenac is a site-specific analgesic and anti-inflammatory agent and Paracetamol a centrally acting analgesic and antipyretic agent.
B. The brand was launched to target the “200 Crs market of Diclo-Para, Ibu-Para and Nimu-Para combination oral solids”.
C. Hifenac-P targeted Dental Surgeons, ENT Surgeons, General Surgeons and Orthopedic Surgeons.
D. Hifenac-P was indicated in Dental conditions such as Acute Periapical Abscess, Pericoronal Abscess, Periodontal Abscess, Third Molar Extraction and Tooth Extraction. Hifenac-P was also indicated for Infective inflammatory conditions such as Tonsillitis, Pharyngitis, Sinusitis, Soft tissue Rheumatic conditions and Chronic Musculoskeletal disorders.
E. Hifenac-P has been consciously positioned for severe painful conditions associated with inflammation and fever.
F. The “Fever concept” was actively taken up to promote this brand at the level of G.Ps.
3. Launch of Hifenac-SR (Aceclofenac 200 mg SR):The Brand was launched in October 2004
Resume: Positioning of Hifenac-SR (Aceclofenac 200 mg SR)
A. Hifenac-SR was a brand launched to specifically target the market for “ Chronic pain Management”.
B. The brand targeted Orthopedic Surgeons, Rheumatologists and Physicians for Osteoarthritis and Rheumatoid Arthritis.
C. Once daily Hifenac-SR was positioned as the long-term therapy for Osteoarthritis and Rheumatoid Arthritis with potent site-specific analgesic & anti-inflammatory action substantiated with chondroprotective properties. Further the GI safety profile is better than other NSAIDs.
D. Also the Unique Hydrophilic matrix technology is highlighted as an additional feature for Hifenac-SR.
Resume: Campaign Against the COX-2 inhibitors:
A. The Aggressive promotional campaign revolved around attacking COX-2 inhibitors vigorously in the context of latest flux in the NSAID market (withdrawal of Rofecoxib) and simultaneously positioning Hifenac-SR differently in terms of its unique M.O.A and excellent safety profile.
B. Specific scientific series had been planned highlighting the adverse effects of COX-2 inhibitors. Concurrently full text articles and promotional literatures were also planned highlighting the unique mechanism of action of Aceclofenac and its clinical relevance in terms of potent Analgesic action, Anti-inflammatory action & excellent GI safety profile.
C. The aggressive campaign against COXIBs with scientific CME and PMS campaign lead to the raise of HIFENAC GR to a 15 Crs brand in 2005
ENRICHMENT OF THE PAIN MANAGEMENT PROJECT: BRAND EXTENSIONS THAT WERE LAUNCHED:
Resume: Launch of the complete Hifenac Range
A. Hifenac-Gel: Topical Aceclofenac
B. Hifenac-MR: A combination with muscle relaxant for pain & spasm.
C. Hifenac-D: A combination with Serratiopeptidase for pain and inflammation with edema. (Accidents & Trauma )
D. Hifenac-TA & TL: This was for short-term severe pain
E. Hifenac Injection: For Post-Operative use.
OTHER PROJECTS: THE ANTI-OSTEOPOROSIS THERAPY
Resume: Launch of Calinta
This was launched to specifically challenge brands like GEMCAL in the market and take the share of anti-osteoporosis market
A. This was a combination of Calcium carbonate 1.25 gm with 500 mg of elemental calcium, calcitriol 2.5 mcg and Zinc 20 mg
B. This combination had unique benefits as compared to any other calcium brands available in the market for Osteoporosis.
Resume: Launch of Strotas
A. Launch of Strontium Ranelate was done as a unique therapy option in Osteoporosis with lot of future potential.
Resume: Contribution in planning New Products
A. After the launch of Hifenac, it was suggested to the top management, the immense scope of launching brand extensions and different combinations with Aceclofenac, keeping in mind the market dynamics.
B. Thus Hifenac range were launched with the help of top management.
C. Different combinations for management and treatment for Osteoporosis were launched keeping in mind the market dynamics. (Calinta & Strotas)
WORK EXPERIENCE DETAILS WITH GLAND PHARMA LTD:
PROJECT: ANTITHROMBOTICS (GLAND PHARMA LTD)
THE LAUNCH OF INDIGENOUS BRAND OF ENOXPARAIN FOR THE FIRST TIME IN INDIA:
1.Launch of Cutenox, the Indigenous brand of Enoxparin:
Resume: Introduction
A. Launched Cutenox, the indigenous brand of Enoxaparin in April 2001 and made it a 3 Crs brand in 2 years time.
B. Prepared pre-launch documents like Brand plan, ABC RUN & Market Attractiveness Work Sheet for successful and planned launch.
C. Personally handled pre-planned activities like Retail & Customer Audit prior to the launch, packaging development, Budgeting & Sales forecasting, Pricing, Scientific training material development and promotional input planning.
Resume: Brand Positioning & Promotional Strategy for Cutenox
A. Identified the key Indication and the key segment to position Cutenox and that was Unstable Angina & Non-Q-Wave Myocardial Infarction & Cardiology respectively.
B. Positioned Cutenox as the first Indigenous brand of Enoxaparin with quality at par with the other brand and substantial economy to the patients.
C. Broke the Monopoly of Clexane the only other brand of Enoxaparin from Avantis, with a market share of 25 Crs. Successfully positioned Cutenox against other Low Molecular Weight Heparins like Nadroparin (Fraxiparine-Sanofi Torrent), Dalteparin (Fragmin-Pharmacia) and Parnaparin (Fluxum-USV) in terms of safety and efficacy.
D. Promotional Strategy was planned around two major parameters:
Resume: Customer Conviction
To convince the customer that Cutenox was the indigenous brand of Enoxaparin with quality at par with the international brand Clexane
A series of promotional inputs were planned and formulated to create customer conviction and trust in Cutenox. These were called the “ Bible of Cutemox” and was aggressively used for Customer conversion.
The inputs were namely-
1. The Internal Lab Analysis Report: The Internal Lab Analysis was a study conducted to determine the Anti-Xa & Anti-IIa activity of Cutenox and compare it with the international standard of Enoxaparin. The report also determined the structure of Cutenox through HPGFC & Nuclear Magnetic Resonance (NMR) and compared with the international standard.
2. Potency Report on Cutenox from Clinical Coagulation and Fibrinolysis Laboratory at the Thrombosis Research Institute, London: This was a neutral report from a renowned Thrombosis research institute based at London. The world famous scientist and professor, Dr. V.V.Kakkar, did the study and it established the potency of Cutenox as compared to the world standard.
3. The Potency and structural elucidation report for Cutenox as compared to the world standard from Loyola University Medical Center, Chicago: This was a neutral report from the renowned Dr. Jawed Fareed, from the Hemostasis and Thrombosis Research Labs, Loyola University Chicago that establishes the potency and structural parameters of Cutenox.
4. The Bioequivalence study at NIMS Hyderabad: This is the Bioequivalence study of two LMWH namely Cutenox and Clexane in healthy human volunteers.
5. The Bioequivalence study of Cutenox as compared to the world standard from Loyola University Medical Center, Chicago: This was a neutral report from the renowned Dr. Jawed Fareed, from the Hemostasis and Thrombosis Research Labs, Loyola University Chicago that establishes the fact that Cutenox is exactly similar in the pharmcodynamic parameters when compared to the international standard Lovenox.
Customer Relationship: Individual & Focused CRM activities were planned. Various customer oriented inputs were introduced like the “ Cutenox Cardiology Updates”, “The Thrombosis Updates”, “ NEJM Journal Watch” & “ Cutenox Medical Services”.
Resume: Training and Education
A. One of the most extensive and elaborate training modules planned from the day one of the launch
B. The training module was framed on the following parameters:
The Basics-The Circulatory and Cardiovascular system
The Details-Hemostasis and the mechanism of Blood Coagulation
The Disease Profile-Angina and the types of Angina
The Pathophysiology of Unstable Angina-The Process of Thrombogenesis & Thrombus formation
The Indication-Unstable Angina & Non-Q-Wave Myocardial InfarctionIntroduction to the Drug-The Conventional Drug, The Advent of LMWHs and the mechanism of action
The Superiority of the Product-Efficacy, Safety & Clinical trials
The Marketing Aspects-The Market size, The Brands & The Brand Leader, The Therapeutic Indications & the Therapeutic Segments
The Product-The Packaging and the Pricing
The Brand-The Promotional strategy and the inputs
Resume: Field support
A. Consistently worked with the field force giving them technical and scientific support at customer level.
Resume of Sanjay Nair: Identification of New Segments and New Indications for Cutenox
A. Apart from Cardiac Indications, Cutenox promotion was extended for newer indications like DVT prophylaxis and treatment and Neurological Indications.
B. Cutenox was launched in Orthopedic segment, General Surgery and Neurology with enhanced business generation for the brand.
Resume: Current occupation
Working on the “rise of womanhood” website and Project-9
Article by Sanjay Nair
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