2nd Tier Marketing Project: Ethiopia Bayer-USAID Contraceptive Security Initiative Annual Membership Meeting RHSC Addis

1. 2nd Tier Marketing Project: Ethiopia(Bayer-USAID Contraceptive Security Initiative)Annual Membership Meeting RHSCAddis Ababa � June 24, 2011

2. To broaden sustainable accessto quality hormonal contraceptives through a new commercial venture

3. Background Growing gap between the demand for contraceptive products and the ability of donor funding to provide commodities To keep pace with the rising demand, donor contributions would need to nearly double to satisfy unmet need by 2015 USAID and other international donors unable to meet demand. Social Marketing projects have been funded by donors to help increase access to contraceptives Continued donor support required with projects not being sustainable Donors increasingly focus on �sustainability� 100% sustainable approaches must be 100% commercially self sufficient in the long term

4. 2nd Tier Marketing Approach Approach defined as introduction of a fully commercial brand at a price point above social marketing and public sector distribution, but below commercial prices in �1st Tier� Addressing this market segment is not just filling a gap but also tries to move clients who can pay more for their RH services to move to those commodities ? Objective Broaden sustainable access to quality hormonal contraceptives through a new commercial venture

5. Assisted market interventions to move customers up the value chain Market segmentation is essential With the establishment of a new 2nd commercial tier market segment, a country market would change as shown on the slide. Moving clients up from free and SM and reducing the number of clients dependent in these segments.With the establishment of a new 2nd commercial tier market segment, a country market would change as shown on the slide. Moving clients up from free and SM and reducing the number of clients dependent in these segments.

6. Contract between USAID and BHC signed in September 2009 First agreement of its kind Clearly defined roles and responsibilities BHC is fully responsible for the implementation of the project Supply chain, distribution, marketing & promotion, registration, quality USAID assists with funding for the first 5 years for advertising and promotional campaigns Global Development Alliance

7. Project Team USAID Marguerite Farrell � AOTR for the Collaboration Agreement Sandhya Rao � Technical Advisor for the Collaboration Agreement Meredith Pierce � Program Assistant Bayer HealthCare Pharmaceuticals Ulrike von Gilardi � Senior Manager Family Planning OCs / Injectables Wolfgang Becker-Jezuita � Director Family Planning OCs / Injectables Klaus Brill � Vice President Corporate Commercial Relations Local partners: Frans Labuschagne, Peter Warmbier, Distributors Meridian Victoria Baird � Director Meridian Group International Cindi Cisek � Senior Manager Meridian Group International

8. Three project waves are planned In total 11 Middle African countries shall be included (tentative sequence) Start with Ethiopia on December 2nd, 2010 Why Ethiopia as first pilot country? Country of reasonable size Comparatively good developed market but still high unmet need for contraceptive products Already well established relations with cooperating partners in Ethiopia Phased Approach

9. MICROGYNON Fe Same formulation as the Microgynon which has been sold throughout the world since 1978 21 active tablets + 7 ferrum placebos The 28 day cycle allows continuous intake Build on the strong brand Microgynon The world�s leading low-dose oral contraceptive Well-known and trusted by the medical profession as well as consumers throughout the world Product

10. Price Affordable for middle income women Above Public Market and below Private Market Projected to be 100% self-sufficient and 100% sustainable Covers all costs and generates a small profit General price corridor between 0,85 USD and 1,10 USD 10 Birr in Ethiopia (corresponding to 0,61 USD) Trustable: 10 Birr announced to various stakeholders Competitive: Social Marketing Programs sell for 1-2 Birr Realistic: High inflation + currency devaluation but no increase in salaries

11. Distribution Initial implementation in urban pharmacies, drug stores Continuous roll-out in rural sales outlets

12. Promotion Seek to promote the product as widely as possible Promotion towards CONSUMERS Public Media Materials Billboards Radio Spots TV Public Service Announcement Point-of-Sale Materials Product Fact Sheet for Consumer A4 Sticker A3 Poster Life-Size Standee

13. Promotion Promotion towards HEALTHCARE PROFESSIONALS Medical Eligibility Criteria Launch Event Folder Product Fact Sheet Confirmation of Participation Promotion towards PRESS & PUBLIC RELATION CONTACTS Pre-Launch Media Briefing Press Release Photo-Ops Key Notes from Launch Event Speeches

14. Example of Promotion Materials

15. Launch Impressions Ethiopia Launch Event in Ethiopia December 2nd, 2010 Hilton Hotel, Addis Ababa 350 participants Key note speeches by MoH, USAID mission and scientific speeches about hormonal contraception in general and Microgynon Fe in particular

16. Launch Impressions Ethiopia

17. Launch Outcome Major Ethiopian media cover Bayer-USAID contraceptive security initiative in depth; these made to create awareness among professionals and society on the initiative.

18. Achievements to Date in Ethiopia Provision of Microgynon� Fe for women in need More than 61,500 packs have been distributed so far To more than 750 sales outlets throughout the country

19. Take Home Messages 2nd Tier marketing approach offers new commercial venture Ethiopia is a success story Two more launches in 2011: Uganda & Tanzania Bayer-USAID Contraception Security Initiative will continuewith eight more launches to come in 2012 and 2013

20. THANK YOU FOR YOUR ATTENTION