Value through Innovation19 April 2014

Boehringer Ingelheim in India expects stronger growth in 2012

One of the youngest entities in the Indian market, Boehringer Ingelheim India is a 100 % owned subsidiary of BI. The company was approved by the Indian government’s Foreign Investment Promotion Board on 29 October 2003. The Animal Health business was set up in 2009 and Clinical Operations in 2010. Currently, the Clinical Operations team is managing 32 studies in various phases of development - phase II, phase III and some EIDP studies. From its inception, BI India Clinical Operations had a clear mandate, namely improving the quality of clinical trials in India. In addition, BI India further supports the company with the necessary data for fulfilling global and local registration requirements.

The first few years of BI India’s existence were focused on setting up the legal entity, establishing market channels and concentrating on the neurology area. Currently, BI markets five brands – Actilyse®, Metalyse ®, Aggrenox®, Micardis®, and Mirapex® ER. The business is in its infancy, but is poised for exponential growth with the upcoming launches of important molecules, such as Pradaxa® and Trajenta® from 2012. The team is young and committed (average age of 32 years). It started in 2011 with 66 employees and will have 379 members by the end of next year.

Prescription Medicines
BI India is currently concentrating on three therapeutic areas – CV, diabetes and neurology. Work has started on oncology which will be added in 2014.

Neurology is one of the top ten fastest growing therapuetic areas in India. At Boehringer Ingelheim India, neurology has truly pioneered and partnered with the medical fraternity in order to be able to correctly identify, diagnose and manage stroke. The company has provided the neurologists with ‘Value through Innovation’ by offering programmes that help them to make the right choice, putting patients centre stage. With the inclusion of Mirapex® ER in the neurology portfolio, Boehringer Ingelheim India plans to be recognised not only as a ‘stroke company’, but also as a ‘neurology company’.

Pradaxa® will be the first patented product launch by Boehringre Ingelheim India and will also mark BI’s market entry in India. Pradaxa®, offering big opportunities, is also accompanied by the challenge of changing ingrained behaviours with existing therapy options which are over 50 years old. To ensure a landmark launch in the Indian market and to make Pradaxa® the drug of choice, preparatory measures will be taken a year before the launch advance and address not only with the opinion leaders but also selected physicians, the so-called “targeted physicians”. The SPAF (Stroke Prevention in Atrial Fibrillation) Academy India is a medical education project with the objective of changing inherited behaviours.

Boehringer Ingelheim India and Eli Lilly India (Lilly) entered into an agreement specific to India to co-promote a portfolio of diabetes compounds. The cooperation includes linagliptin, developed by Boehringer Ingelheim, which should be launched at the end of 2012, and Lilly’s insulin analogue, Humalog, which is already on the Indian market. The alliance will leverage the scientific know-how and commercial capabilities of both companies to address patient needs arising from the almost epidemic growth in diabetes worldwide.

The number of cancer cases in India is likely to double or triple in the next 20 years, placing an enormous disease burden on the country. Approximately 1 million patients get cancer each year. Boehringer Ingelheim is focusing on lung, ovarian, breast and head and neck cancers, which make up almost 40 % of the cancer cases diagnosed in India. Work has started on building capacity for raising awareness and treating head and neck cancer and establishing the BI brand in the Indian oncology segment. Boehringer Ingelheim India is participating in phase III studies and supporting the foundation of the basis for a successful launch.

Consumer Health Care
While the Boehringer Ingelheim’s Consumer Health Care (CHC) business in India is still at the start, it offers enormous potential. The two flagship international core brands (ICBs), Dulcolax® and Buscopan®, have been on the market for over 30 years and are being marketed via a licensing partner. Both brands already rank within the top 100 Indian pharmaceutical brands and have excellent market position.

Furthermore, the potential is not just limited to the existing brands – multivitamins and cough are categories with good growth rates. While the licensing contract for Dulcolax® and Buscopan® expires at the end of 2013, there are plans to launch BI India CHC considerably sooner. The foundations for this should be laid already in 2012.

Animal Health
Emerging markets are playing increasingly important role for the future growth of global companies. Against this background, BI Animal Health entered the still little developed Indian market. The animal health segment in India concentrates India is a major exporter of IT services and software. largely on dairy cattle and poultry, requiring special competencies of any new market entrant.

Boehringer Ingelheim India started its operations in the third quarter of 2009 and commenced sales operations, ahead of the schedule, in February 2010. Poultry is a major segment and equine and swine have been identified as profitable niche opportunities in India. With the achievement of marketing authorisations for poultry vaccines in the fourth quarter of 2011, Boehringer Ingelheim Animal Health India has grown from 3-person organisation into a team of 10 dedicated employees who provide high-quality poultry vaccines and technical services under the motto “Value through Vaccination”.