BEST IN FRANCE case Study – Pfizer FRANCE. April 2005 Robin Kotisa Rachelle Sammut Susie Dantas Emelyne Petit-Nivard PFIZER : Entering the French market Interview with Bernard Peyrical Director, Corporate Communications Pfizer France

BEST IN FRANCE case Study – Pfizer FRANCE. April 2005 Executive Overview of Pfizer Inc. Founded in 1849 in New York by German cousins Charles Pfizer and Charles Erhart. WWII: beginning of Pfizer’s direct activities into Europe. Continued its research into antibiotics. June 2000: acquisition of the Warner-Lambert Company April 2003: acquisition of Pharmacia Corporation.

BEST IN FRANCE case Study – Pfizer FRANCE. April 2005 Pfizer today: t he biggest pharmaceutical company in the world Pfizer World: $52,5 billion dollar business Innovation, research based company –largest R&D budget in the world: $7.7 billion in 2004 –12000 out of the employees in R&D Pfizer France: Established in France in Current French facilities include : –2 research and development centers: Paris, Amboise –6 production sites: Val-de-Reuil, Ploermel, Angers, Amboise, Orleans, Colmar Source: annual report 2004; interview with Bernard Peyrical: Director, Corporate Communications

BEST IN FRANCE case Study – Pfizer FRANCE. April 2005 Company products: Worldwide –Prescription medications (Pfizer Global Pharmaceuticals) Aricept: alzheimer Celebrex: anti-inflammatory arthritis Lipitor: cholesterol Norvasc: high blood pressure Viagra: sexual health Xalatan : ophthalmic solution Zoloft: depression –Non-prescription products (Pfizer Consumer Healthcare) Benadryl: alergy / colds Cortizone Listerine: oral care strips Lubriderm: sensitive skin therapy –Medications and vaccines for livestock and companion animals (Pfizer Animal Health) Clavamox Synulox quimax

BEST IN FRANCE case Study – Pfizer FRANCE. April 2005 Company Products: Produced in France Products from all of the 3 operating groups are produced in France Some products are produced in greater quantity in France than in other countries –85% of Viagra produced in France production sites Global R&D (PGRD) No special technological advantages exist for Pfizer’s production capabilities in France

BEST IN FRANCE case Study – Pfizer FRANCE. April 2005 Pfizer’s Clients FINAL CONSUMMERS PRESCRIPTORS General practicians Specialists PRESCRIPTION DRUGS NON - PRESCRIPTION DRUGS $46,1 billion in 2004 $5,4 billion in 2004 Veterinarian Source: Pfizer Annual Repport 2004

BEST IN FRANCE case Study – Pfizer FRANCE. April 2005 Why Pfizer Came to France 1.Market potential: –France is the 4th largest market for pharmaceutical products in the world US Japan Germany France –Reason why the market is so strong: Good social security coverage People are used to be treated with drugs One of the best health systems in the world Doctors write more prescriptions than other countries 2.Strong R&D reputation: –France has a strong reputation for having very qualified physicians, good clinical research, and valuable investigators Source: Epsicom repport, October 2004

BEST IN FRANCE case Study – Pfizer FRANCE. April 2005 Company Values Pfizer’s mission is to discover and develop innovative medicines and other products which improve the quality of life of people and animals around the world CORE VALUES Integrity, Respect for people, Customer focus, Innovation, Teamwork, Performance, Leadership and Quality Their values are not compromised in any of their operations and are used to maintain a global company

BEST IN FRANCE case Study – Pfizer FRANCE. April 2005 Constraints in France 1. Strict restrictions: –Decisions cannot be made without formal consultations –Representation du Personelle (HR people who enforce the rules) –Code de la Santé Public: restrictive DMOS (law) 2. Much slower access to new drugs: The following steps are required to launch a new drug a)Obtain a market license : AMM (Autorisation de mise sur le marché); testing the efficacy and safety of the drug are being tested. b)Commission de transparence (Asses the interest of the drug  is it providing a valuable medical service?) c)CEPS (deciding on a price for the drug) 3. Price of drugs –Drugs are sold at the lowest prices in France out of all of Europe –Controled by the CEPS (communauté économique des produits santé)

BEST IN FRANCE case Study – Pfizer FRANCE. April 2005 Other adaptation necessary for France Marketing adaptations: Europe vs US Strict regulations limit the level of advertising permitted in France. –Only allowed to advertising in the medical press, and no other written material –Need to get approval for any type of conference etc from the Conseil d’Ordre du medicine. –Can only give things of minimal value that are linked to professional exercises, as incentives to medical professionals

BEST IN FRANCE case Study – Pfizer FRANCE. April 2005 Key Benefit Numbers International operations significantly contributed to Pfizer’s $52,5 billion sales in 2004 In 2004 quarterly Revenues Increase 7% to $ Billion Lipitor Becomes Pharmaceutical Industry’s First Ten-Billion-Dollar Product Pfizer Remains On Track to Submit an Industry-Record 20 Major U.S. Regulatory Filings in

BEST IN FRANCE case Study – Pfizer FRANCE. April 2005 Essential Advice For continuing in the industry Predictions show that most things will become streamlined in Europe in the near future Once things have become standardized it will be easier to move process that take too long in France elsewhere

BEST IN FRANCE case Study – Pfizer FRANCE. April 2005 BIBLIOGRAPHY