tag:blogger.com,1999:blog-66264372039736169672024-03-18T08:33:52.727+05:30PHARMACEUTICALS AND HEALTHCARETHIS IS A BLOG DEDICATED TO THE FIELD OF PHARMACEUTICALS, WELLNESS AND HEALTHCARE. FOR INSIGHTS AND IDEAS THIS IS YOUR SITE!Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.comBlogger313125tag:blogger.com,1999:blog-6626437203973616967.post-36128325045425456762022-11-17T22:58:00.001+05:302022-11-17T23:31:18.400+05:30The ranitidine conundrum<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAJb_Yv3lhBRJLzXcpShAs7Dpneaf2mjlXQbeSljqCVu3thJBKFo83UfOhI2fkjifKegw_e_wabjge2tLEuiWli0nHNDvojvNOvuwsDU7PMHiB9oS4mrHy2o8LkGmrf4iaCDVSJsOrpe97z8EO0ZeZngeLztfT0eXoR25yA6aZqP0UeTe4lh0sFPlE/s526/zantac%20one.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="480" data-original-width="526" height="292" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAJb_Yv3lhBRJLzXcpShAs7Dpneaf2mjlXQbeSljqCVu3thJBKFo83UfOhI2fkjifKegw_e_wabjge2tLEuiWli0nHNDvojvNOvuwsDU7PMHiB9oS4mrHy2o8LkGmrf4iaCDVSJsOrpe97z8EO0ZeZngeLztfT0eXoR25yA6aZqP0UeTe4lh0sFPlE/s320/zantac%20one.jpg" width="320" /></a></div><br /><p></p><p></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;">Ranitidine is a unique pharma drug story!<span style="mso-spacerun: yes;"> </span>In a way it depicts the age old adage: what
goes up must come down!<span style="mso-spacerun: yes;"> </span>The ranitidine
story is a ride on the giant Ferris wheel, starting in the summer of 1977 at
one of the laboratories in UK as AH19065 to becoming the largest prescribed
drugs in terms of units in India and the world-over, it seems now ranitidine is
seeing a dead end.<span style="mso-spacerun: yes;"> </span>Is it control + alt +
delete for ranitidine?<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;">Ranitidine hit national headlines when the <a href="https://main.mohfw.gov.in/newshighlights-104" target="_blank">NLEM 2022</a>
(National List of Essential Medicines 2022) was released by Dr. Mansukh
Mandaviya, Union Health Minister of Govt. of India in September 2022.<span style="mso-spacerun: yes;"> </span>Compared to NLEM 2015, the NLEM 2022 that has
a total of 384 listed medicines - has dropped 26 drugs, of which one is
ranitidine.<span style="mso-spacerun: yes;"> </span>And many were wondering why
ranitidine was dropped, since ranitidine is traditionally one of the largest
prescribed drugs in India in terms of units.<span style="mso-spacerun: yes;">
</span>In India, the ranitidine market is about Rs. 700 crores sales per
annum.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;">Launched first in 1981 in UK, ranitidine had become
one of the world’s most prescribed medicines by 1987. Sales of ranitidine started becoming muted
only when omeprazole proton pump inhibitor was launched in 1989. In 2020, <a href="https://www.businesstoday.in/industry/pharma/story/gsk-recalls-ranitidine-medication-globally-230408-2019-09-25" target="_blank">Zinetac was 9% of GSK </a>India’s
revenues at about Rs. 200 crores. <o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"><b>Ranitidine - the cancer connection?</b><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;">Valisure is an independent laboratory and till 2021
they had a pharmacy in New Haven, Connecticut, USA. <a href="https://www.seattletimes.com/nation-world/a-tiny-pharmacy-raises-big-doubts-about-our-drugs/" target="_blank">Valisure pharmacy</a> would check the chemicals
in a medicine before sending to patients.
Before founding Valisure - one of the founders of Valisure, Clark Joseph
used to take generic medicines for his health problem, but continued to feel
sick. He tested the medicine and was shocked
to see the generic medicine was not of quality.
When he escalated this problem to his pharmacist, the pharmacist brushed
it off saying that it must have been a problem batch. This stimulated Clark and his colleagues to
start Valisure, the pharmacy that tests medicines in its lab before shipping to
patients. It was during one of these
testing practices (because Clark’s daughter was taking ranitidine syrup) that Valisure
discovered enormous abnormal amounts of NDMA (N-nitrosodimethylamine) in
ranitidine tablets/syrup. Valisure detected
3 million nanograms of NDMA per tablet of ranitidine (due to higher temperature
used in their testing procedure). US
FDA states the safe limit of NDMA for human consumption is 96 nanograms per
day. Valisure escalated the problem to US
FDA in June 2019. Thereby, in 2019 after
investigation, US FDA also found NDMA (N-nitrosodimethylamine) in ranitidine
tablets <b>however it was in much lower
levels much less than Valisure</b>.</span></p><p></p><p></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"><span style="font-size: 14pt;">Similarly, Valisure in the past has shown that certain
extended release tablets did not behave as claimed and they even proved that rapid
release Tylenol (paracetamol) was dissolving slower than regular paracetamol!</span><span style="font-size: 14pt;"> </span></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"><a href="https://en.wikipedia.org/wiki/N-Nitrosodimethylamine" target="_blank">NDMA</a> is a compound of nitrosamine chemical class, and above
96 ng/day consumption, NDMA is a probable (unproven) human carcinogen and is observed
to be a carcinogen in animal studies.
NDMA is described as a genotoxic material. NDMA is found in nature, plants and food too –
in these very tiny amounts, NDMA is not a problem. NDMA is a problem in larger quantity - if
more than 96 ng/day is consumed. NDMA impurity problem has been seen in various
formulations from 2018, due to improper API manufacturing (impurity through
solvents) - as in cases of antihypertensive angiotensin 2 receptor blockers
(valsartan, irbesartan and losartan) and metformin sustained release products. The
problems of excess NDMA are ill effects on liver and abdominal organs, and
brain. <o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;">Valisure has a thesis that ranitidine reacts with stomach
acid to produce NDMA, however, this view is not accepted by US FDA. Another theory is that NDMA is produced
inside the body by reacting with a specific enzyme in the body’s kidney, brain
and prostate. <o:p></o:p></span></p><p></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span style="font-family: "Times New Roman", "serif"; font-size: 14pt;">Storage of <a href="https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2775725" target="_blank">ranitidine tablets at higher temperatures</a>
such as 40 degree celsius for 8 weeks and more - causes formation of NDMA
inside the ranitidine tablet.</span><span style="font-family: "Times New Roman", "serif"; font-size: 14pt;"> </span><span style="font-family: "Times New Roman", "serif"; font-size: 14pt;">Also, if
the active ingredient ranitidine is not properly manufactured, NDMA impurity is
created when the ranitidine bulk drug used for manufacturing tablets.</span><span style="font-family: "Times New Roman", "serif"; font-size: 14pt;"> </span></p><p></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"><b>Consequence of Valisure's findings and US FDA's independent investigation</b><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;">US FDA pulled out all ranitidine brands including Zantac
and ranitidine generics, from USA in April 2020. Zantac disappeared from pharmacy shelves of UK
in October 2019 and ranitidine is not available in UK. Ranitidine is not allowed to be sold as per EMA
(European Medicines Agency). <o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"><span style="mso-spacerun: yes;"><b>Law suits in line!</b></span></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;">In USA, normally law suits are filed by aggrieved
parties when such problems of medicinal ill effects spring up. For instance Merck Vioxx (rofecoxib) caused
stroke problem, Merck settled its law suits by paying 4.85 billion USD. Similarly, many law firms in USA are urging Zantac
consumers to contact them for filing law suits.
Court proceedings are going on, lawyers are citing a Taiwanese study
that ranitidine increases vulnerability to gastric, liver and other cancers. <o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"><b>Ranitidine in India</b></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;">Ranitidine is not banned in India nor taken off the
shelf by manufacturers. However, ranitidine
is no more in the NLEM 2022. This is
because there is no conclusive and firm evidence that ranitidine tablet loads
up dangerous levels of NDMA, which is a probable (not proven) human carcinogen. Since, the picture is unclear; and court
proceedings are still going on in USA, there is no Indian regulatory action on ranitidine.<o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"><b>Zantac – an iconic marketing success brand</b><o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;">The most popular brand of ranitidine across the world
is Zantac, from Glaxo Smith Kline, a British company. In India GSK launched ranitidine as
Zinetac. Zantac global launch was in
early 1980s - a sensational market vibration was created since ranitidine had the
advantage of lesser side effects compared to earlier H<sub>2</sub> receptor
blocker cimetidine. International
speaker experts were flown in to have educational symposia at glitzy
hotels. Glaxo appointed - a daredevil
move in India - a separate field force to promote Zinetac, so each of this
division medical representative had just one product to promote: Zinetac! Doctors were pulled to the symposia and drawn
by the superiority of ranitidine.
Zinetac was also promoted to primary care physicians giving GSK a large
prescriber base. Abroad, where
direct-to-consumer product promotion is allowed, bulletins were distributed on
the new novel drug ranitidine, causing patients to ask doctors for
prescriptions. Thereby, a new era in H<sub>2</sub>
receptor drug marketing started.<o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;">In 1990, Zantac was 50% of GSK’s annual revenues. The global sales in 1990 fiscal year was 2.40
billion USD. Zinetac was approved by US
FDA in 1983, and Zantac clocked 1 billion USD global sales in 1988. In India, Zinetac was launched in mid 1980s
and again a runaway success in India.<o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;">The NDMA ranitidine problem has hit GSK so badly that
it sold its Vemegal, Karnataka manufacturing plant to Hetero Drugs as there was
a slump in global demand for Zantac. </span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"><b>Zantac 360</b></span></p><p></p><p></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"><span style="font-size: 14pt;">Zantac 360 is a new launch in USA, from GSK, however,
this brand contains famotidine and not ranitidine.</span> <o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;">In India, Rantac (J B Chemicals) is a very popular
brand of ranitidine. Interestingly,
marketers at J B Chemicals have put on their creative cap and launched RANRAFT antacid
suspension in which sodium alginate floats as a raft and the antacid ingredients
are on the raft to neutralize excess stomach acid. The other popular brand of ranitidine is Aciloc
(Cadila).<o:p></o:p></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"><b>The story is far from over ...</b></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;"></span></p><p class="MsoNoSpacing" style="line-height: 150%; text-align: justify;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US;">The ranitidine conundrum is far from being
solved. It is in the courts, various
theories and assumptions are circulating.
Data from different sources are being compared and debated. Picture abhi baaki hain! (the ‘ranitidine movie is not yet ended’.).</span></p><p></p>Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-9882137728480669712020-05-05T13:32:00.002+05:302020-05-05T13:32:35.831+05:30THE REALITY IS PRODUCT PROMOTIONAL MESSAGES<div dir="ltr" style="text-align: left;" trbidi="on">
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<b style="text-align: justify;"><span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;">Ground level product promotional activity</span></b></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;"><o:p><br /></o:p></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlIqoJNByJSEjiRw8X5-ATAZBml6J5_JipMAecuT_XPNWkq6YalhajDqkypBiBZRJo80AGvlF4MqeUY3IqvK2_h35ItfapmAeCAKsSk99u0H0Dy_IQjE9JusaDC_oZ-VtYsm-IuVrc5Tc/s1600/digital+messaging+blog.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="351" data-original-width="800" height="140" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlIqoJNByJSEjiRw8X5-ATAZBml6J5_JipMAecuT_XPNWkq6YalhajDqkypBiBZRJo80AGvlF4MqeUY3IqvK2_h35ItfapmAeCAKsSk99u0H0Dy_IQjE9JusaDC_oZ-VtYsm-IuVrc5Tc/s320/digital+messaging+blog.jpg" width="320" /></a></div>
<div class="MsoNoSpacing" style="text-align: center;">
<span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;"><o:p>Ref. for above image: </o:p></span><a href="https://www.imd.org/research-knowledge/articles/digital-business-transformation/" style="text-align: left;">https://www.imd.org/research-knowledge/articles/digital-business-transformation/</a></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;">Product promotional messaging is the life breath of every business, and finance is
the life blood of every business.<span style="mso-spacerun: yes;"> </span>Both feed
each other. Promotional messages are transmitted through messengers – both animate
and non-animate.<span style="mso-spacerun: yes;"> </span>From the inception of
pharmaceutical industry in India, the medical representatives (MRs) have played
a hallmark role of being messengers of product promotional messages to target doctors
and pharmacists.<span style="mso-spacerun: yes;"> </span>Alongside, they have
performed the role of relationship managers too, providing persuasion tools
like samples and other knickknacks or sponsorships.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;">Marketing myopia is another truism of marketing domain - it happens
because marketers like to remain in the comfort zone.<span style="mso-spacerun: yes;"> </span>Instead of viewing the product messages as
being the pull creator of product sales, companies began to view medical
representatives as the product sales pullers.<span style="mso-spacerun: yes;">
</span>Yes, the MRs are certainly product sales pullers, <i style="mso-bidi-font-style: normal;">but is so only when they push product promotional messages</i>.<span style="mso-spacerun: yes;"> </span>Otherwise, they are just mendicant or postman
medical representatives.<span style="mso-spacerun: yes;"> </span>Hence, the
prima donna force providing sales pull is the array of product promotional
messages (through MRs or through other means).<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;">There are some pharmaceutical companies who learnt this home truth early
on; that the medical representatives are relationship managers, people who
handle collaterals in a value added manner, and <b style="mso-bidi-font-weight: normal;">are product promotional message transmitters</b>.<span style="mso-spacerun: yes;"> </span>This is what makes the MRs’ masters of
persuasion practice. <span style="mso-spacerun: yes;"> </span>The MR based product
messaging activity is through the classic modes of visual aid and collateral
detailing, extempore detailing and dialogue detailing with yes momentum.<span style="mso-spacerun: yes;"> </span>Earlier on the printed visual aid and
literatures were main tools for collateral based detailing, today, electronic
aids like ipad, smartphone and tablet pc based collateral detailing are being done
by MRs to engage the doctors and get them engrossed in the message.<span style="mso-spacerun: yes;"> </span>Videos, digital images, gif images, and audio
recordings used on these electronic devices have gripped the attention and
engaged doctors during in-clinic activity, in-CME product promotion and in-stall
or in-booth activity.<span style="mso-spacerun: yes;"> </span><b style="mso-bidi-font-weight: normal;">So the nub of the matter is that delivery
of PRODUCT PROMOTIONAL MESSAGES produces the business outcomes</b>, while other
‘<i style="mso-bidi-font-style: normal;">give and take’</i> transactions, provides
a higher level to the business outcome.<span style="mso-spacerun: yes;">
</span>For example negotiated sponsorships along with product messaging
activity have provided rocket growth to pharmaceutical companies in India.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;">The digital dimension of product promotional messaging
activity<o:p></o:p></span></b></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;">Covid-19 coronaviral infection has upset the apple cart of routine
product promotional messaging activity in the pharmaceutical sector.<span style="mso-spacerun: yes;"> </span>Doctors have been used to medical
representative visits, who provide positive strokes, appreciation, ego massage,
informational product points (these are very important to help recapitulate,
after all knowledge is volatile) and other inputs that are valued by them
(samples, gifts etc). <span style="mso-spacerun: yes;"> </span>The virulent pandemic
Covid-19 has made people go in for social and physical distancing.<span style="mso-spacerun: yes;"> </span>Doctors have seen the horrid of morbidity and
mortality with Covid-19 infection from close quarters; hence, they are hesitant
to meet up with medical representatives.<span style="mso-spacerun: yes;">
</span>This has changed the way pharmaceutical companies transfer product
promotional messages and do the relationship management.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;">Pharmaceutical companies adapt to the market change<o:p></o:p></span></b></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;">There is a saying - <b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><u>IF IT IS IMPORTANT, YOU WILL FIND A WAY -
OR YOU WILL FIND AN EXCUSE</u></i></b>.<span style="mso-spacerun: yes;"> </span>Thus,
savvy pharmaceutical marketers have immediately redrawn the blue print of
product promotional message transfer, from relying solely on medical
representatives to laying focus on the digital route of messaging to target
audiences.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;">Abbott has found its solution through international Key Opinion Leader
(KOL) webinars and focus group discussions involving core doctors.<span style="mso-spacerun: yes;"> </span>Micro Labs has started influencing and
messaging doctors through zoom based advisory board discussions, and phone
talking with core doctors.<span style="mso-spacerun: yes;"> </span>Whatsapp has
proved a great help to push messages to core doctors and core pharmacies.<span style="mso-spacerun: yes;"> </span>So the focus is to find the 20% of doctors,
pharmacies and territories (or areas or pincodes) that provide the 80% of the
business - and ring-fencing them to protect businesses.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<i style="mso-bidi-font-style: normal;"><span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;"><a href="https://www.grouppharma.com/" target="_blank"><b>Group Pharmaceuticals, Bangalore</b> </a>is a very innovative and
dynamic pharmaceutical company with research based oral care products - this company has focused on digital means of reaching target
patients, doctors and pharmacies, through the website route, webinars (for
pharmacists and doctors), social cause marketing like <a href="https://dentalreach.today/" target="_blank">Dental Reach</a> and ensuring
push messaging of useful nuggets of wisdom to engage doctors and end consumers</span></i><span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;">. Group Pharmaceuticals has a committed </span><span style="font-family: "Times New Roman", serif; font-size: 16px;">field force with a</span><span style="font-family: "Times New Roman", serif; font-size: 12pt;"> high morale for ground level activation too.</span><span style="font-family: "Times New Roman", serif; font-size: 12pt;"> </span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;">The nature of patient-centric reality of the pharmaceutical business
especially for OTX (over-the –counter plus prescription products) portfolio has
come to the fore due to the Covid-19 disruption.<span style="mso-spacerun: yes;"> </span>Many companies are also facilitating or drawing
up plans to help doctors provide telemedicine connects to patients.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;">Conclusion – ‘phygital’ is the way forward<o:p></o:p></span></b></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-GB" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-GB;">Phygital (physical + digital) is the way forward for ensuring product promotional
messages are delivered at the right time, in the right amount of the right
quality to the targeted audience, because <b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><u>it is the product promotional messages
that actually bring in the business rather than the messenger</u></i></b>, -this
is the home truth.<span style="mso-spacerun: yes;"> </span>The other home truth
that has once again hit investors is that cash is king, and businesses survive
only when marketing is sharp enough to ensure smooth cash flow into the organization.<span style="mso-spacerun: yes;"> </span>And if the business outcomes have to be
further improved, then relationship management concepts become important, and
here too, ‘phygital ’ is the way forward.</span></div>
</div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com3tag:blogger.com,1999:blog-6626437203973616967.post-68524822978956570522020-03-28T16:19:00.002+05:302020-03-28T18:37:13.020+05:30What next?<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div align="center" class="MsoNoSpacing" style="text-align: center;">
<span style="background: white; font-family: "georgia" , "serif"; font-size: 12.0pt;">What
next?<o:p></o:p></span></div>
<div align="center" class="MsoNoSpacing" style="text-align: center;">
<br /></div>
<div align="center" class="MsoNoSpacing" style="text-align: center;">
<i style="mso-bidi-font-style: normal;"><span style="background: white; font-family: "georgia" , "serif"; font-size: 12.0pt;">Question</span></i><span style="background: white; font-family: "georgia" , "serif"; font-size: 12.0pt;">: What next?<o:p></o:p></span></div>
<div align="center" class="MsoNoSpacing" style="text-align: center;">
<i style="mso-bidi-font-style: normal;"><span style="background: white; font-family: "georgia" , "serif"; font-size: 12.0pt;">Answer</span></i><span style="background: white; font-family: "georgia" , "serif"; font-size: 12.0pt;">: Stay relevant - through
digital!<o:p></o:p></span></div>
<div align="center" class="MsoNoSpacing" style="text-align: center;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="background: white; font-family: "georgia" , "serif"; font-size: 12.0pt;">What next? Perhaps this is the top
of mind question of all marketers and others. <span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="background: white; font-family: "georgia" , "serif"; font-size: 12.0pt;">The situation got changed<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="background: white; font-family: "georgia" , "serif"; font-size: 12.0pt;">We are all used to a way of
life.<span style="mso-spacerun: yes;"> </span>Getting up at 6.00 am, getting
ready and being out of home at 8.15 am, reaching office or work place or work
spot (for field workers) at about 9.15 am and following the pattern till
evening.<span style="mso-spacerun: yes;"> </span>As evening falls, going
</span><span style="background-color: white; font-family: "georgia" , serif; font-size: 16px;">home v</span><span style="background-color: white; font-family: "georgia" , serif; font-size: 12pt;">ia a friend’s place or favourite café or after a walk in the park is what one does.</span><span style="font-family: "georgia" , serif; font-size: 12pt;"> </span><span style="background-color: white; font-family: "georgia" , serif; font-size: 12pt;">This pattern repeated day after day.</span><span style="font-family: "georgia" , serif; font-size: 12pt;"> </span><span style="background-color: white;"><span style="font-family: "georgia" , serif;"><span style="font-size: 12pt;">Every pharma company marketer has a pattern
of ensuring that its foot soldiers performed in-clinic (may be 11 calls/day),
in-stall, in-CME, in-pharmacy (approx. 6 chemist calls/day), and campaigning
activities for demand creation and </span>fulfillment<span style="font-size: 12pt;">. And suddenly, one fine day, it
is curtains for this pattern.</span></span></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="background: white; font-family: "georgia" , "serif"; font-size: 12.0pt;">Virus break<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="background: white; font-family: "georgia" , "serif"; font-size: 12.0pt;">The SARS-CoV-2 virus that goes
by the name Covid-19 originated from a bat or pangolin or from a bat to
pangolin and then to the butcher at the Wuhan wet non-veg wildlife food market
of Wuhan, Hubei province, China and finally to rest of world - has disrupted
the pattern of normal existence of every citizen in the world.<span style="mso-spacerun: yes;"> </span>In any case this is a highly mutated virulent
contagious coronavirus of which Bill Gates warned and many movies like
Contagion signaled – this virus is causing immobilization.<span style="mso-spacerun: yes;"> </span>This pandemic has ensured economic cycles are
broken.<span style="mso-spacerun: yes;"> </span>Everyone is wondering - <i style="mso-bidi-font-style: normal;">what next</i>?<o:p></o:p></span></div>
<div align="center" class="MsoNoSpacing" style="text-align: center;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<i style="mso-bidi-font-style: normal;"><span style="background: white; font-family: "georgia" , "serif"; font-size: 12.0pt;">We are aware marketing is an important organ of business
development.<span style="mso-spacerun: yes;"> </span>Marketing is an
organizational process (not just departmental) to create, communicate and
deliver value to target audiences, stimulate and facilitate exchange
processes.<span style="mso-spacerun: yes;"> </span>Marketing generates customer
satisfaction and delight (the latter happens when we do something extra
unexpected to the customer and he gets delighted).<span style="mso-spacerun: yes;"> </span>When marketing is effective there is ever
increasing market penetration and spontaneous word-of-mouth - and in modern
times it means marketing makes messages go viral.<span style="mso-spacerun: yes;"> </span>Marketing is accountable for customer
acquisition and retention.<span style="mso-spacerun: yes;"> </span>Just like
measurement is critical, training is a game changer and all other aspects of a
business are vital; marketing is the life breath of business development.<o:p></o:p></span></i></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="background: white; font-family: "georgia" , "serif"; font-size: 12.0pt;">The current socio-economic
scenario is certainly not going to the normal we know any soon, is my
viewpoint.<span style="mso-spacerun: yes;"> </span>The future scenario will have
several new normals’, this will include hefty digitalization of marketing -
digital messaging with lesser face-to-face interactions.<span style="mso-spacerun: yes;"> </span>The Covid-19 pandemic induced lifestyle
change is a trend and we need to change our marketing activities
accordingly.<span style="mso-spacerun: yes;"> </span>Digital marketing and e-messaging
is the only way out.<span style="mso-spacerun: yes;"> </span>Jo dikta hain woh
bikta hain is the only truth of marketing and business development.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><span style="background: white; font-family: "georgia" , "serif"; font-size: 12.0pt;">Already online medicine companies have got the green signal from
government</span></b><span style="background: white; font-family: "georgia" , "serif"; font-size: 12.0pt;"> - </span><a href="https://timesofindia.indiatimes.com/india/centre-permits-doorstep-delivery-of-medicines-during-covid-19-lockdown/articleshow/74829942.cms"><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">https://timesofindia.indiatimes.com/india/centre-permits-doorstep-delivery-of-medicines-during-covid-19-lockdown/articleshow/74829942.cms</span></a><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"><span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">We are seeing a sea change of attitude towards digital
activity by govt. of India and all other business organizations:<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">Big Bazaar has revved up the home delivery
activity.<span style="mso-spacerun: yes;"> </span>Ref.: </span><a href="https://www.bigbazaar.com/door-step-delivery/"><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">https://www.bigbazaar.com/door-step-delivery/</span></a><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"> also second reference: </span><a href="https://economictimes.indiatimes.com/industry/cons-products/fmcg/big-bazaar-expands-home-delivery-footprint-as-india-gets-stuck-in-lockdown/articleshow/74807089.cms"><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">https://economictimes.indiatimes.com/industry/cons-products/fmcg/big-bazaar-expands-home-delivery-footprint-as-india-gets-stuck-in-lockdown/articleshow/74807089.cms</span></a><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"> <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">Big Basket is now a seen as a life saviour service
– they have innovated with times to handle huge volumes, they are working with
fervor and a missionary zeal similar to a coronawarrior.<span style="mso-spacerun: yes;"> </span>Big Basket offers contact-less service too, now, where
the delivery man places the items at the doorstep of buyer or at security ,and does not
meet the person who is ordering.<span style="mso-spacerun: yes;"> </span>Big
Basket is taking pooled orders from a single apartment complex that makes
fulfillment faster and easier.<span style="mso-spacerun: yes;"> </span><b style="mso-bidi-font-weight: normal;"><u>That is how market responsive firms respond;
they rise to the occasion</u></b>, at Mahindra, a few innovator employees
locked themselves up to finally come up with the prototype of a ventilator.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><u><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">THE
MOST IMPORTANT THING FOR AN ORGANIZATION IS NOT TO GET OVERWHELMED AND
IMMOBILIZED</span></u></b><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">A challenging crisis time is the opportunity to
recast marketing procedures and get relevant to stay in business!<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">That is what Cipla is doing with Cofsil.<span style="mso-spacerun: yes;"> </span>Many in the market never knew that this respiratory
health brand had a mouthwash gargle.<span style="mso-spacerun: yes;">
</span>Suddenly Cofsil Experdine Gargle </span><a href="https://www.cofsils.com/experdine-gargle">https://www.cofsils.com/experdine-gargle</a>
<span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">is making its
presence felt in you tube advertisements and other digital media.<span style="mso-spacerun: yes;"> </span>Cofsil Experdine Gargle is a mouthwash.<span style="mso-spacerun: yes;"> </span>Positioned as a gargle and mouthwash, Cofsil
is useful for oral health.<span style="mso-spacerun: yes;"> </span>The beauty is
that mouthwashes can be used to gargle in the mouth and cleanse the throat. <o:p></o:p></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh1A7mFN2w_ReTNu5HxAeJlAxGm5PTruoXm3mlMCAfkaSjVgGoVgPYqPg8zOhF-nat_9E53gd9HHAhSF2I7X1IAYerF7-jjnsbsgA6G3SzSsNLpBdH3Amz5NoZgR6M92485OZ2ov8FhG1U/s1600/cofsil+image+gargle.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="377" data-original-width="887" height="135" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh1A7mFN2w_ReTNu5HxAeJlAxGm5PTruoXm3mlMCAfkaSjVgGoVgPYqPg8zOhF-nat_9E53gd9HHAhSF2I7X1IAYerF7-jjnsbsgA6G3SzSsNLpBdH3Amz5NoZgR6M92485OZ2ov8FhG1U/s320/cofsil+image+gargle.png" width="320" /></a></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "georgia" , serif; font-size: 12pt;">Betadine has put its mouthwash and gargle on a
high exposure mode digitally.</span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">Many sore throats are caused by viruses and some
types of bacteria.<span style="mso-spacerun: yes;"> </span>And this is the time
of Covid-19 virus - <b><u>ideally we should be using more of mouthwash for oral and
throat gargling along with hand hygiene</u></b>.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<u><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">Two vital trends for good health in the background
of Covid-19 pandemic that pharma marketers can use</span></u><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">:<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo1; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"><span style="mso-list: Ignore;">a)<span style="font: 7.0pt "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">Hand hygiene<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo1; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"><span style="mso-list: Ignore;">b)<span style="font: 7.0pt "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">Mouthwash based oral
hygiene (for oral cavity hygiene and <a href="https://www.cepacol.com/learning-center/sore-throat-prevention/" target="_blank">throat gargling</a>)<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">We have a habit of touching the face, studies
say we do it up to 16 times a hour, unknowingly by force of habit.<span style="mso-spacerun: yes;"> </span>Contaminated hands transfer bacteria and
virus to the nose, mouth, eyes and lips.<span style="mso-spacerun: yes;">
</span>Thus, absence of hand hygiene can be dangerous - may lead to Covid-19 infection. Hence, along with hand hygiene, oral hygiene through mouthwash (for oral cavity cleaning and throat gargling) is essential.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">The era of digital marketing in pharma has
arrived firmly thanks to disruptive pandemic Covid-19.<span style="mso-spacerun: yes;"> </span>Pharma companies are racing to engage
doctors, pharmacies and patients on health and products.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgqhbKwzR5BJuVFiCN-EEieP7_3kZDRZxZ9lE3aEMgvdLnEVNwDiEQehLlDEj0UkCnEZMd1siJk1FuKEfEviW6gYk_1LKH-C4lhpk_y4ZiqrvZMhjMR-lTO0lDmy465dmO46SSFaumrZmA/s1600/freshchlor+image.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="350" data-original-width="256" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgqhbKwzR5BJuVFiCN-EEieP7_3kZDRZxZ9lE3aEMgvdLnEVNwDiEQehLlDEj0UkCnEZMd1siJk1FuKEfEviW6gYk_1LKH-C4lhpk_y4ZiqrvZMhjMR-lTO0lDmy465dmO46SSFaumrZmA/s320/freshchlor+image.png" width="234" /></a></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<u><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"><i><a href="https://www.freshclor.in/" target="_blank">Freshchlor</a> is a mouthwash for oral hygiene (mouthwash and throat gargle with proven use against viruses and bacteria)</i></span></u></div>
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<u><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"><i><br /></i></span></u></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<u><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">There are many possible digital marketing approaches</span></u><span style="font-family: "georgia" , serif; font-size: 12pt;">:</span></div>
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<br /></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo2; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"><span style="mso-list: Ignore;">a)<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">Right time to offer
online CME programs to doctors, dentists and other medical professionals who
are having free time to participate in them, and gain CME points<span style="mso-spacerun: yes;"> </span>(many private medical practitioners are
having reduced patient flow and dentists are not practicing chair procedures)<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo2; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"><span style="mso-list: Ignore;">b)<span style="font: 7.0pt "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">Engage with campaigns
through whatsapp to targeted doctors and pharmacies<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo2; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"><span style="mso-list: Ignore;">c)<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">Make product websites
interactive so that patients engage with them eg., </span><a href="https://www.cofsils.com/experdine-gargle">https://www.cofsils.com/experdine-gargle</a>
and <a href="https://www.dettol.co.in/en/">https://www.dettol.co.in/en/</a> <span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">the latter have created
a web link on Covid-19 information<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo2; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"><span style="mso-list: Ignore;">d)<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">Offer a helpline manned
by doctors offering information on Covid-19, respiratory disease and Cofsil
mouthwash eg., Cipla Covid-19 helpline Ph. XXXXXXXXXX<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo2; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"><span style="mso-list: Ignore;">e)<span style="font: 7.0pt "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">Offer a dentist hotline to
answer quiz questions and gain points that can be redeemed later for gift
hampers, eg., Group Pharma dentist quiz hotline Ph. XXXXXXXXXX<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo2; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"><span style="mso-list: Ignore;">f)<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">Offer a doctor-only
website that hosts medically relevant information on Covid-19 <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo2; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;"><span style="mso-list: Ignore;">g)<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">Brand based messaging on
various aspects of Covid-19 and <i>other things to do</i> through social media (it
requires a social media team)<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "georgia" , "serif"; font-size: 12.0pt;">What next?<span style="mso-spacerun: yes;">
</span>It is to stay relevant, that is what marketing is all about!<span style="mso-spacerun: yes;"> </span>Best of luck pharma and healthcare marketers,
stay safe in the times of Covid-19!</span></div>
<br /></div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com1tag:blogger.com,1999:blog-6626437203973616967.post-72329596699115245862020-03-28T11:16:00.002+05:302020-03-28T11:16:56.104+05:30Clove oil and headache<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQPlHKtoPzi7JAeZZXJX1dLodZIux8rczKhcdX-HwsShGrfX9zmsu7-qeeUXKgypMwP1KHbbresuTWarq2C-yAPAA1ofb743iynkZ3rk-diumD4cGRzupoDME8eG1NOPODjzkm4jdZGRY/s1600/nugget+28.3.2020+five.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1029" data-original-width="1501" height="273" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQPlHKtoPzi7JAeZZXJX1dLodZIux8rczKhcdX-HwsShGrfX9zmsu7-qeeUXKgypMwP1KHbbresuTWarq2C-yAPAA1ofb743iynkZ3rk-diumD4cGRzupoDME8eG1NOPODjzkm4jdZGRY/s400/nugget+28.3.2020+five.jpg" width="400" /></a></div>
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Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-49966064725746067082020-03-28T11:15:00.000+05:302020-03-28T11:17:25.325+05:30Oral cancer and dentists<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgJOT-Jz8cNaMXUjL4ta0bEy7VlyNFbcGX-aG8JKm0iKpnmrYbo8hVTw6E5X8cnLpE_8Os6skpsiE-NFOTedfpVaRQua3GmTZDHXODCIyGNHJh6MBFIO1wnfkmCF3kTnahSqF-eB-EySUc/s1600/nugget+27.3.2020+four.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1029" data-original-width="1480" height="276" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgJOT-Jz8cNaMXUjL4ta0bEy7VlyNFbcGX-aG8JKm0iKpnmrYbo8hVTw6E5X8cnLpE_8Os6skpsiE-NFOTedfpVaRQua3GmTZDHXODCIyGNHJh6MBFIO1wnfkmCF3kTnahSqF-eB-EySUc/s400/nugget+27.3.2020+four.jpg" width="400" /></a></div>
<br /></div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-69809836377667952742020-03-26T16:22:00.002+05:302020-03-28T11:18:05.838+05:30Does mouth health affect success in life? Dental nugget<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiib9ald7NPxiDYpivTl14LrupzHATF1_LfTs-Q-xNMskx9om6jzDO8WUXNGP3dRZtv_0l01OmbMkAduDn5cioQfN9I-FlysROxlOK7NErg1UXivTdK5gyCJeeBrUU-HqDihhf_8f89c2k/s1600/Nugget+26.3.2020.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1029" data-original-width="1583" height="260" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiib9ald7NPxiDYpivTl14LrupzHATF1_LfTs-Q-xNMskx9om6jzDO8WUXNGP3dRZtv_0l01OmbMkAduDn5cioQfN9I-FlysROxlOK7NErg1UXivTdK5gyCJeeBrUU-HqDihhf_8f89c2k/s400/Nugget+26.3.2020.jpg" width="400" /></a></div>
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Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-72523661653216250352020-03-25T22:56:00.001+05:302020-03-25T22:56:24.880+05:30The INOSEPT story<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
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<i style="mso-bidi-font-style: normal;"><u><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Background:</span></u></i><u><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><o:p></o:p></span></u></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The Covid-19 coronavirus is highly
contagious…<o:p></o:p></span></div>
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<br /></div>
<div class="lead" style="background: white; margin-bottom: 15.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
The virus that causes COVID-19 remains for <i style="mso-bidi-font-style: normal;"><u>several hours to days</u></i> on surfaces
and in aerosols, a new study published in the <em style="border-radius: 0px !important; box-sizing: border-box;">New England Journal of Medicine</em> found.<o:p></o:p></div>
<div style="background: white; border-radius: 0px !important; box-sizing: border-box; margin-bottom: 7.5pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
The
study suggests that people may acquire the coronavirus through the air and
after touching contaminated objects. Scientists discovered the virus is
detectable for up to three hours in aerosols, up to four hours on copper, up to
24 hours on cardboard <b><u>and up to two to three days on plastic and stainless
steel.</u></b><o:p></o:p></div>
<div class="MsoNoSpacing" style="border-radius: 0px !important; box-sizing: border-box;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><a href="https://www.sciencedaily.com/releases/2020/03/200320192755.htm"><span style="color: windowtext;">https://www.sciencedaily.com/releases/2020/03/200320192755.htm</span></a><o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">There
is a new challenge on the professional, personal, social and family front.<span style="mso-spacerun: yes;"> </span>This challenge originated from the wet
non-veg wildlife food market of Wuhan, Hubei province, China and is sparing
none across the world.<span style="mso-spacerun: yes;"> </span>Even Prince
Charles is tested Covid-19 positive.<span style="mso-spacerun: yes;">
</span>Such is the nature of this contagion called Covid-19 coronavirus.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">In
the third para of this link: </span><a href="https://www.who.int/docs/default-source/coronaviruse/getting-workplace-ready-for-covid-19.pdf">https://www.who.int/docs/default-source/coronaviruse/getting-workplace-ready-for-covid-19.pdf</a>
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">WHO
document states that when a Covid-19 infected person coughs or <b>exhales,</b> droplets
of infected fluid are released.<o:p></o:p></span></div>
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<i style="mso-bidi-font-style: normal;"><u><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Story:<o:p></o:p></span></u></i></div>
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<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Sharon
is a widow – mother of three children.<span style="mso-spacerun: yes;"> </span>A
single mother balancing her home duties with a job was straining every nerve
and muscle in her body.<span style="mso-spacerun: yes;"> </span>Her husband a
brave warrior of the Indian army was martyred at the border. <span style="mso-spacerun: yes;"> </span>The Indian army facilities for war widows were
good - so it took a lot of load from Sharon’s frail shoulders.<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The
contagious Covid-19 viral infection affected Sharon’s family life deeply.<span style="mso-spacerun: yes;"> </span>The three kids were a handful at home.<span style="mso-spacerun: yes;"> </span>A ray of hope was elderly Peter, her brother,
who lived in their large home.<span style="mso-spacerun: yes;"> </span>Peter
would come over to the hall, and tell stories to the three kids and keep them
occupied while Sharon would do the home chores.<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Today,
Peter was looking grim.<span style="mso-spacerun: yes;"> </span>Peter was a
successful medical representative during his heyday and he now led a quiet retired
life.<span style="mso-spacerun: yes;"> </span>He retired 8 years back, and Peter
with his bed-ridden wife Elda lived with Sharon, his only sister.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Nowadays,
Peter spoke slowly with a gummy and toothy smile.<span style="mso-spacerun: yes;"> </span>Elderly Peter was known to be a dedicated and
systematic person.<span style="mso-spacerun: yes;"> </span>He would seriously insist:
‘PLAN YOUR WORK, AND WORK YOUR PLAN.<span style="mso-spacerun: yes;">
</span>This will make you successful’.<o:p></o:p></span></div>
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<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">A
grim looking Peter started: ‘Children, do you know what is a virus?’ <span style="mso-spacerun: yes;"> </span>Peter sat on the single sofa while the kids
gathered on the carpet, seated and listening to him.<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The
eldest kid of Sharon, Arun - all of 15 years said: “Yeah, it is a small
invisible living thing that causes diseases like mumps and common cold!”<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Peter
was astonished, and realised the power of internet, Arun was a great fan of Natgeo
kids and Discovery kids websites.<span style="mso-spacerun: yes;"> </span>The
smallest child of all, Kristella giggled seeing Peter looking surprised.<span style="mso-spacerun: yes;"> </span>Peter started slowly: “Good, do you know how
to kill viruses?”<span style="mso-spacerun: yes;"> </span>All were quiet and
listening.<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Peter
continued: “Children, there is a dangerous virus on the prowl, it enters mainly
through the nose or mouth”.<span style="mso-spacerun: yes;"> </span>Immediately,
Kristella touched her nose and mouth proudly, showing she knew where the organs
were located.<span style="mso-spacerun: yes;"> </span>Peter smiled at her
innocence and charming smile.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Peter
exclaimed: “Exactly, Kristella, that is what even grownups do, they keep
touching the face, nose, eyes or mouth and lips by habit!<span style="mso-spacerun: yes;"> </span>Now, if the hands are contaminated with the
virus, it gets into the body either through the nose or mouth.”<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Arun:
“Oh!<span style="mso-spacerun: yes;"> </span>Viruses are dangerous!!<span style="mso-spacerun: yes;"> </span>I read that some bacteria too have viruses
attached to them!”<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Peter:
“Yes, you are right, now tell me, what happens when you cough or sneeze?”<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Mira
the middle one who was the quiet and the mature type, raised her hand: “Millions
of invisible drops come out!”<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Arun,
feeling the competition: “Yes, and viruses come out with these invisible drops”.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Peter:
“Exactly, now imagine what if viruses come out even when a <a href="https://www.who.int/docs/default-source/coronaviruse/getting-workplace-ready-for-covid-19.pdf" target="_blank">person breathes out or exhales</a>!<span style="mso-spacerun: yes;"> </span>Well that happens with this new dangerous
virus, which comes out of certain people due to coughing, sneezing and even
exhaling!<span style="mso-spacerun: yes;"> </span>And this virus lives on
surfaces for several hours!”<o:p></o:p></span></div>
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<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Kristella:
“Oh! How scary!!”<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Peter:
“Indeed it is scary!<span style="mso-spacerun: yes;"> </span>So that is why we
are all staying indoors and not going out of the home.”<o:p></o:p></span></div>
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<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Peter
slowly took out a bottle of <a href="https://www.grouppharma.com/" target="_blank">INOSEPT </a>from a large brown bag.<span style="mso-spacerun: yes;"> </span>He smiled and said: “Inosept contains safe
chemicals that protects us but kills the virus!”<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgy9SF6D0kH_-JwPMsNIIv7O0hbCRy1vB_KtbFBk4ww_-geRB_wE55FU26RQcIMzNuK49UjMgkjH654wnUvar6fHzM8bKb_LxLBYr0DTNbw8_7P_HPOl2U2dKvQBJMW-u-RT76Hdko-lIM/s1600/Inosept+image.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="225" data-original-width="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgy9SF6D0kH_-JwPMsNIIv7O0hbCRy1vB_KtbFBk4ww_-geRB_wE55FU26RQcIMzNuK49UjMgkjH654wnUvar6fHzM8bKb_LxLBYr0DTNbw8_7P_HPOl2U2dKvQBJMW-u-RT76Hdko-lIM/s1600/Inosept+image.jpg" /></a></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><br /></span></div>
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<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Arun,
the intrepid child scientist: “How does INOSPET … sorry INOSEPT work?”<o:p></o:p></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Peter
(smiled thinking of his bygone days of detailing): “Viruses have a coat called virion.<span style="mso-spacerun: yes;"> </span>This outer covering of the virus has both proteins and
fats”.<span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span>Peter added: “Now after having breakfast, when you
have had bread and butter, you have to wash hands with soap, to remove the fatty
butter from your fingers.<span style="mso-spacerun: yes;"> </span>Same way, if
there are viruses contaminating the hand, you have to wash with soap, and the
soap washes off the viruses since these microbes have both proteins and fats in
their outer coating.<span style="mso-spacerun: yes;"> </span>Soap is essential
to remove fat matter.<span style="mso-spacerun: yes;"> </span>Washing only with
water does not wash out fat.<span style="mso-spacerun: yes;"> </span>But
remember - to ensure complete removal of viruses including Covid-19 from the hands and fingers, soap has to be in contact with the fingers and hands for minimum 20
seconds”.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Kristella
immediately asked: “What are seconds?”<o:p></o:p></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Mira the middle child said: “Quiet!<span style="mso-spacerun: yes;"> </span>You will learn when you
grow big!”<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Arun
added: “What if there is no water?<span style="mso-spacerun: yes;"> </span>It often
happens in Bangalore in our flat!”<o:p></o:p></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Peter
smiled: “Yes, that is why INOSEPT is useful.<span style="mso-spacerun: yes;">
</span>INOSEPT can also be carried!<span style="mso-spacerun: yes;"> </span>Also
this is trusted by doctors and used by them too!”<o:p></o:p></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Arun:
“Peter uncle, how does this act, what is it?”<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Peter:
“INOSEPT is an antiseptic broad spectrum hand sanitizer, it means it can kill almost all types of bacteria,
viruses and other micro-organisms.<span style="mso-spacerun: yes;"> </span>Macetronium
ethyl sulphate is the important ingredient in INOSEPT.<span style="mso-spacerun: yes;"> </span>This is an antiseptic, it means the compound kills bacteria
and viruses and other microbes or invisible small organisms. Inosept also has two forms of propanol which provides antisepsis and helps give a good feel and good odour!”.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">“Thank
you Peter uncle” said all the three.<o:p></o:p></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><b>Peter
kept a pack of INOSEPT near the door.<span style="mso-spacerun: yes;"> </span>He
said that whenever anyone comes into the house or goes out, he or she has to apply
the INOSEPT to the front and back of the hands and in between fingers.<span style="mso-spacerun: yes;"> </span>“This is called hand hygiene” – Peter added.</b><o:p></o:p></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Hand
hygiene is a saviour.<span style="mso-spacerun: yes;"> </span>It helps reduce
microbial load <a href="https://en.wikipedia.org/wiki/Hand_sanitizer" target="_blank">from hands,</a> which are the chief sources of
contamination.<o:p></o:p></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Lockdown,
social distancing, wearing the mouth mask and <a href="https://en.wikipedia.org/wiki/Hand_washing" target="_blank">hand hygiene</a> is clearly the way
forward in our battle against the deadly highly contagious Covid-19 viral
infection.<o:p></o:p></span></div>
<br /></div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-63205061625284003502020-03-24T22:43:00.002+05:302020-03-24T22:43:08.935+05:30Mouthwash is not a fancy!<div dir="ltr" style="text-align: left;" trbidi="on">
Generally speaking, oral healthcare is not a priority till the gums bleed or the tooth aches! However, with 8 crore prediabetics and diabetics in India, oral (mouth) cavity care must and should get top priority for overall well-being. This is because, gum disease (periodontitis) vulnerability is higher in diabetics. Plaque formation and severity of same is higher due to various reasons in diabetics. This causes gumline or gingival inflammation, and progresses to severe gum disease in which abscesses or pus pockets form. The result is bad breath and oral dysfunction. Bleeding gum disease is more in diabetics too. Oral care is not a low priority issue, after all, the mouth is gateway to whole body health.<br />
<br />
Just like smokers, diabetics suffer oral dysfunction. There is hyposalivation or reduced saliva secretion. This leads to dry mouth syndrome. It is also called burning mouth syndrome. When diabetics suffer low saliva production, tooth decay and bad breath (fruity malodour) is the result.<br />
<br />
It is in this regard that for oral care of diabetics (and non-diabetics) mouthwashes like <a href="https://www.freshclor.in/" target="_blank">Freshchlor</a> play a significant contributory role.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglFLAX5z0e-OKKAoUARFzMg-nxbg9o5_cHqrplbCvToQHINJlI6n3LKIfaj3rCq3Nabna7762WuiHoSjDh8Gym1ir_u-vuJtJPgbhlW34CdosTuGi9fWK4RrIt8HDw0OCtBxGso3QlGIw/s1600/freshclor-mouthwash-500x500.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="500" data-original-width="496" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglFLAX5z0e-OKKAoUARFzMg-nxbg9o5_cHqrplbCvToQHINJlI6n3LKIfaj3rCq3Nabna7762WuiHoSjDh8Gym1ir_u-vuJtJPgbhlW34CdosTuGi9fWK4RrIt8HDw0OCtBxGso3QlGIw/s320/freshclor-mouthwash-500x500.png" width="317" /></a></div>
<br />
Mouthwashes are often considered a fancy item of oral healthcare. It is not seen as a useful daily use product. However, mouthwashes are science-backed products. In people susceptible to gum disease, rinsing with mouthwash reduces havoc of bacteria in causing gum problems. The specialty of an active ingredient like stabilised chlorine dioxide in <a href="https://www.freshclor.in/" target="_blank">products like Freshchlor</a> is the <a href="http://www.ijdr.in/article.asp?issn=0970-9290;year=2018;volume=29;issue=1;spage=34;epage=40;aulast=Siddeshappa" target="_blank">marked bactericidal (this means bacteria killing) effect on bacteria associated with gum disease</a>. Hence, in vulnerable patients like diabetics and prediabetics, use of Freshchlor mouthwash is sagacious. <b><u>Particularly, night-time oral rinsing with Freshchlor will prove beneficial since diabetic or prediabetic subjects are susceptible to early morning dry mouth syndrome. </u></b><br />
<br />
Severity of gum disease is directly proportional to level of hyperglycemia. <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3228943/" target="_blank">Cardiac and renal </a>problems in diabetics normally occurs alongside severe gum disease. So if a diabetic suffers severe gum disease, there could be systemic complications like cardio renal problems, hence, it is a vital sign.<br />
<br />
The current Covid-19 coronavirus pandemic has increased the use of handwashes and emphasized importance of hand hygiene. This is because hand hygiene reduces viral contamination. People habitually touch the face, mouth, eyes and nose - so virus contaminated hands will lead to entry of disease causing viruses into the respiratory system. Yet it is to be appreciated that lack of oral hygiene will also increase concentration of disease causing bacteria and viruses in the mouth. They cause destruction of teeth through bacteria - induced acid attack and gum tissue infection. Some virulent viruses and bacteria also enter the body and cause severe infections. Oral healthcare problems lead to several whole-body complications. Inflammation of gums causes leak of pro-inflammatory molecules into the bloodstream, the general inflammation in body goes up and causes other health problems. This is very evident in diabetic subjects. Incidentally, diabetic subjects are extremely vulnerable to Covid-19 infection and can be fatal to them.<br />
<br />
In this backdrop, it is wise for diabetics and prediabetic subjects not to treat handwashes and mouthwashes as fancy items, but necessary self-care health products for hand hygiene and oral hygiene, respectively.<br />
<br />
Periodontal disease or gum disease in diabetic people is considered the <a href="http://www.jfcmonline.com/article.asp?issn=2230-8229;year=2011;volume=18;issue=1;spage=31;epage=31;aulast=Saini" target="_blank">sixth complication</a> of diabetes. Cardiovascular disease, neuropathy (nerve disease), retinopathy (eye disease), nephropathy (kidney disease), skin complications (dermopathy) and finally gum disease (periodontal disease) are the six complications of diabetes (consistent elevated blood glucose levels). Gum disease and whole body disease is a two-way relationship, gum disease causes whole body problems, and problems in the rest of body will cause also gum disease ie., vice versa. <br />
<br />
<b>So all in all, <u>the mouthwash formulation is not a fancy concept of health</u>, it is as important as the hand washes. Hand hygiene is vital for health and so is the aspect of oral hygiene - a great enabler of physical, mental and social well-being. Mouthwashes are a friend of good oral health (physical, mental and social well-being). </b></div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-20252132785348593552020-03-14T11:32:00.000+05:302020-03-14T12:23:53.938+05:30Customer delight<div dir="ltr" style="text-align: left;" trbidi="on">
I found this article <a href="https://devdutt.com/articles/dharma-hormones-what-is-the-path-to-happiness/" target="_blank">click here </a>very interesting. The author is Devdutt Patnaik.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkgi5ZoFJkC38RqfXlhDMYs1KS5tuR4BwfjzzpNSqjlOzPzfizkvTBaY0Ng15r0ZLdgUvVcEQbIO09DKR1L_-gD75wOfdjiBeVxGwKebo3VEfmWxPySqAQcdslIEw5L0bjIEdRy4k9xcg/s1600/doctor+joy.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1024" data-original-width="682" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkgi5ZoFJkC38RqfXlhDMYs1KS5tuR4BwfjzzpNSqjlOzPzfizkvTBaY0Ng15r0ZLdgUvVcEQbIO09DKR1L_-gD75wOfdjiBeVxGwKebo3VEfmWxPySqAQcdslIEw5L0bjIEdRy4k9xcg/s200/doctor+joy.jpg" width="133" /></a></div>
In marketing our focus is meeting customer expectations, when we exceed the expectations, the customer experiences delight. For example, in a restaurant after a masala dosa, an optional offer of a surprise free cup of filter coffee causes delight to the customer.<br />
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Delighting means generating happiness - and joy can be stated to be a chemical state of mind. At least four chemicals help generate certain forms of happiness.<br />
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Dopamine: a surge in level of this nerve chemical is seen when unexpected delights are encountered. A chance meeting with a loved one can cause dopaminergic happiness. A tasty snack treat can make a person extraordinarily happy, when he least expects the treat.<br />
<br />
Serotonin: is another neurotransmitter or nerve chemical of the brain - an elevation of this chemical is associated with happiness when a person performs charitable or socially productive activities. For example the joy of person, who donates money for providing food to hungry and poor people, or when a person celebrates his birthday party with cake cutting in an orphanage etc. Even doing a job very dutifully, provides a joy to the doer, thus dutiful doctors find their vocation very absorbing and a great pleasure though it may seem arduous to the passive observer.<br />
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Oxytocin: is also considered a happy hormone (chemical messenger) - a spike of this hormone level is seen when experiencing joys of friendship and relationship. Being with friends on a Sunday morning brunch - although this get-together will not see any financial gain, yet - best joys are experienced by the participants. This is oxytocin joy!<br />
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Endorphin: pumping iron or running on a treadmill gives a high - though it is strenuous effort. That is the work of endogenous endorphins which give the high - though muscles may be sore due to exercise.<br />
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So delighting is aiming to give happy chemical boosts to customers - it may be led by dopamine, serotonin, oxytocin or endorphin. And this is also the marketer's opportunities to boost customer joys.<br />
<br />
It will be interesting to tie - up marketing strategies, campaigns or tactics to the type of chemical boost it produces.<br />
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For example:<br />
<br />
1) a surprise food gift hamper to all core prescribers in every MR's territory may give dopaminergic joy to the prescriber<br />
2) A birthday gift and bouquet in the morning will pleasantly surprise the doctor and give him a dopamine boost<br />
3) Friendly and regular appreciation remarks during the routine doctor calls will give the doctor an oxytocin induced happiness<br />
4) Making the doctor participate in a company sponsored and organized "run by doctors and their families to spread diabetes awareness" will give the participants a boost in happiness through increased levels of serotonin (doing a good thing for society), oxytocin (since they will experience bonding and friendship) and endorphins (doing exercise)<br />
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It will also be interesting to see if there are certain co-relation relationships on which type of joy produces maximum and sustained business results.<br />
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It is evident, emotions are the core of endorse, prescribe, buy, and sell transactions. Happiness is verily the goal of marketers while bringing in the revenues and supporting profit of an enterprise. Thanks for reading! </div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-5454830019763945322020-03-09T11:26:00.002+05:302020-03-09T11:26:39.927+05:30Strategic advantage versus tactical advantage<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzIKrXKwSKwaIuB4XGilTfIs5mNI5788JczkGHCD2PK29N4Sf1A5L6cA__qMfKV0U0utWPt53YtoI-j0AZ7IoQqaPd3z-1mfezTtgpMeEt4xowQ7W4B7E8dX39twwjj1KbRq3qTYUms30/s1600/Picture1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="834" data-original-width="1424" height="372" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzIKrXKwSKwaIuB4XGilTfIs5mNI5788JczkGHCD2PK29N4Sf1A5L6cA__qMfKV0U0utWPt53YtoI-j0AZ7IoQqaPd3z-1mfezTtgpMeEt4xowQ7W4B7E8dX39twwjj1KbRq3qTYUms30/s640/Picture1.jpg" width="640" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSfkw3_Z1vIMucIh_T5az62Z45Mzxfx2LPXiSpyGAhu7oLxDVExgGvAJXju5II1r3LZH0uspuzlLXSDFIXewzOPRZ0EpA5YUlnVNzpji-9PCkDE33nJ19Crkpc6oBRfPscwAcs2VaQOeE/s1600/Picture2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="663" data-original-width="1218" height="174" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSfkw3_Z1vIMucIh_T5az62Z45Mzxfx2LPXiSpyGAhu7oLxDVExgGvAJXju5II1r3LZH0uspuzlLXSDFIXewzOPRZ0EpA5YUlnVNzpji-9PCkDE33nJ19Crkpc6oBRfPscwAcs2VaQOeE/s320/Picture2.jpg" width="320" /></a></div>
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<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-US;">It is the individual and organizational growth instinct - to aim and go
for the next level that causes progress.<span style="mso-spacerun: yes;">
</span>The definition and characteristics of ‘next level’ will depend on the
understanding of present level and trends on which one can ride to go for the
next level.<span style="mso-spacerun: yes;"> </span>For instance, let us say, we
are strong as a small pharma company in the musculoskeletal pain management
space, in at least 100 districts of the 640 districts in India, then our
tactical strength in these areas can be leveraged for launching trending
orthopedic products (drugs and devices) that are patronized by orthopedicians
who prescribe many musculoskeletal pain management products too.<span style="mso-spacerun: yes;"> </span>So in this case, tactical strength in market
provides expansion power to the organization.<span style="mso-spacerun: yes;">
</span>On the other hand, if the same company launches a veterinary vaccine as
a strategic growth driver, making a success of it will be a Herculean task,
since it is not compatible to tactical advantages of the firm.<span style="mso-spacerun: yes;"> </span>Thus, strategy and tactics ought to be two
sides of the same coin to ensure a winning approach.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-US;">It is also observed, most of growth instincts are suppressed by fear of
failure or possible loss.<span style="mso-spacerun: yes;"> </span>It is
legitimate to have such fears of the unknown, we are wired to have fear feeling
to make us more cautious and self-analytical - so we can assess the situation from
point of view of risks and threats and then take a judicious decision.<span style="mso-spacerun: yes;"> </span>This will ensure self-preservation and growth
pay-off.<span style="mso-spacerun: yes;"> </span>Foolhardy decisions can be
avoided, many a times; the leap of faith can be suicidal. <span style="mso-spacerun: yes;"> </span>Hence, growth instinct needs to be tempered by
wisdom of caution. <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-US;">Tactical growth driver<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-US;">Indian pharma companies have grown through tactical drivers rather than
strategic growth drivers, which MNCs have used to a greater extent.<span style="mso-spacerun: yes;"> </span>A strategic growth driver is more cerebral
and long shot.<span style="mso-spacerun: yes;"> </span>For example, inventing a
new vaccine for Covid-19 coronavirus is a strategic launch with huge promise of
brand success.<span style="mso-spacerun: yes;"> </span>An aqua gel based
non-staining and fast acting topical pain reliever is also a strategic growth
driver.<span style="mso-spacerun: yes;"> </span>A toothpaste product that produces
remineralization of enamel through direct mineral deposition and layering
effect rather than through saturation of saliva - and then contributing to
tooth remineralization - is a superior strategic force.<span style="mso-spacerun: yes;"> </span>Gaining the first choice position, for supply
of a larger tender in government is a strategic input.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-ansi-language: EN-US;">Tactical on the other hand, as opposed to these long shot advantages is
more to do with the way field personnel operate in the market.<span style="mso-spacerun: yes;"> </span>The activities done by field personnel to
wrest prescription flow in their favor, ensuring more personal order bookings
(POBs) through bundled offers or gifts, and taking more pharmacy shelf space is
tactical. Tactics also refers to the CRM customer relationship management
activities, increased call frequency and repeat call methods.<span style="mso-spacerun: yes;"> </span>So tactical refers to the activities done in
contact with market operators at the market level.<span style="mso-spacerun: yes;"> </span>Verily: </span><i style="mso-bidi-font-style: normal;"><span style="background: white; font-family: "Times New Roman","serif"; font-size: 12.0pt;">The strategy is direction towards the goal. Tactics are the
action taken to support the strategy</span></i><span style="background: white; font-family: "Times New Roman","serif"; font-size: 12.0pt;"> (Ref.: </span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><span style="color: windowtext;">https://www.mmmatters.com/blog/strategic-marketing-vs-tactical-marketing</span><a href="https://www.mmmatters.com/blog/strategic-marketing-vs-tactical-marketing" target="_blank">https://www.mmmatters.com/blog/strategic-marketing-vs-tactical-marketing</a>).
<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Whether, one plays on strategy strength
or tactical power, the outputs are always to increase <i>brand sales, brand
profits and brand valuation</i>.<span style="mso-spacerun: yes;"> </span><b>These three
outcomes provide strength to the organization</b>.<span style="mso-spacerun: yes;">
</span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Pharma MNCs have held the strategic
advantage and largely used strategy as the growth driver launching high
potential R and D based unique products.<span style="mso-spacerun: yes;">
</span>This has given them market-maker status.<span style="mso-spacerun: yes;">
</span>However, Indian companies have largely provided me-too products,
converting doctors from MNC brands to their brands.<span style="mso-spacerun: yes;"> </span>This has been done through CRM methods,
repeat calls, improved doctor coverage (going to places where MNC MRs will not
cover such as microinteriors), sales promotional bonus offers, high incentive
earnings for field personnel, and price advantage of Indian products.<span style="mso-spacerun: yes;"> </span>Thus, MNCs are largely strategy driven and
Indian companies are more of tactics – driven.<span style="mso-spacerun: yes;">
</span>Both are valid approaches, one plays on the strength of oneself and
weakness of others to create a space in the marketplace.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Thus, strategy and tactic trade – offs are
routinely done to ultimately taste the defined market success.<span style="mso-spacerun: yes;"> </span>A pharma company may have mainly a
strategy driver approach, or it tastes success through tactical drivers.<span style="mso-spacerun: yes;"> </span>It is not prudent to be hyperfocused on
either methods, one does what fits the bill most - based on one’s strengths and
weaknesses.<span style="mso-spacerun: yes;"> </span>So what a company uses –
more of strategy or more of tactics depends finally on how it operates.<span style="mso-spacerun: yes;"> </span><i style="mso-bidi-font-style: normal;">The
thumb rule however is that Indian pharma companies build their success through
tactical drivers - principally incentives to field personnel</i> – particularly
the smaller firms.<span style="mso-spacerun: yes;"> </span>Larger Indian firms
like DRL can afford to invest on strategy as they have gained scale.<span style="mso-spacerun: yes;"> </span>When small Indian firms put more focus on
strategy and less on tactics, growth will suffer.<span style="mso-spacerun: yes;"> </span>Tactical advantage and tactical growth
driver approach is critical for small Indian pharma firms aiming for growth to next level.<o:p></o:p></span></div>
<br /></div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-75021987464844766892020-02-27T15:28:00.001+05:302020-03-09T11:13:56.858+05:30Demand creation with ethics<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEheZQhTQtJ5bYxU0VuZj5sC2-cvYZIrxcZJXLeyvukphm2v9sEdUtI1oH-Z6MEz5eAdMrCfTbcYashTrrPl4N4Sht2Um2uL4sMkVgoZhrtxQ2p9MfX56YXNqbWJjL438X_HgyDcqqz-20w/s1600/Picture2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="773" data-original-width="1493" height="329" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEheZQhTQtJ5bYxU0VuZj5sC2-cvYZIrxcZJXLeyvukphm2v9sEdUtI1oH-Z6MEz5eAdMrCfTbcYashTrrPl4N4Sht2Um2uL4sMkVgoZhrtxQ2p9MfX56YXNqbWJjL438X_HgyDcqqz-20w/s640/Picture2.jpg" width="640" /></a></div>
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<i>Success is the sum of small efforts, repeated day in and day out: Robert Collier</i></div>
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The pharma marketer is always focused on providing best healthcare products at the right time, through pharmacy channel, with the help of opinion builder doctors. However, pharma marketers are also responsible for quota achievement just as any other sales person. Some in the non-pharma profession wonder how quotas are relevant to pharmaceuticals or healthcare products?! After all, nobody wants sickness market to increase and be profit driven!<br />
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Hence, there is great emphasis on the ethics aspect in pharma marketing. If there is unethical pursuit of sales and profits, great evil will certainly fall on society. In essence, pharma marketing ought not to be a true sales profession, pharma marketing is a medical representative based profession that offers information and persuasion of marketed products in an ethical format.<br />
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Ethics counts in every part of pharma marketing. Ethics is about the presence of evidence, including proper clinical evidence to back a marketing claim. Ethics is also about presenting the promotional points in a compelling way - yet being accurate and having patient well-being at the heart. Pharma ethics is also making the products affordable - ensuring each patient gets the benefit. Pharma marketing is not profiteering from sickness, the bye-word of pharma marketing ought to be ethics - and must and should be ethics always.<br />
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Furore over UCPMP: The Uniform Code of Pharmaceutical Marketing Practices for pharma marketers is a right step in the direction to enforce ethics. If such frameworks for pharma marketers is absent the chances of wanton pharma marketing practices will only increase. The net loser will be the pharma industry as a whole. Also the society will not trust pharma marketers and consequently medical practitioners. Already, the common man distrusts and suspects an unholy pharma marketer and medical profession nexus.<br />
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Unethical pharma marketing practices means the patient well-being is not at heart of the pharma marketing process. Unethical pharma marketers will only make serving the doctor or prescriber's requirement as the sole goal of the marketing process. Pharma marketers will entice doctors to prescribe and over-prescribe promoted brands leading to ever increasing sales and benefits to doctors - patients are many-a-times fodder for this cannon. Hence, disciplining the pharma marketers with a code or law is important.<br />
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Ethical pharma marketing will put back the mojo: The charm of pharma marketing is scientific persuasion. It is about titrating product benefits to the patient profile and doctor's diagnosis - and ensuring patient benefits. So there is positive joy in the doctor for being a life saving healer. This form of ethical pharma marketing will drive companies to focus on knowledge, science, evidence, clinical trials and research, patient case studies and other honest endeavours. Short cut practices such as sponsoring doctor needs and giving retail bonus offers tarnishes the process of pharma marketing. This is an approach where science takes a back seat, and non-ethical practices destroy credibility of pharma marketing profession and medical profession too.<br />
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The graphic above gives a very scientific process of how pharma marketing process can work effectively and efficiently.<br />
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A) It all starts with rack stock analysis at stockist - level. This also includes tertiary analysis to analyse purchase behaviour. For instance, I recall tertiary analysis of sales from stockist or wholesaler point during my bygone days as a Medical Representative revealed very high sales of our brand of liver protective HEPATOGARD in the posh Residency Road area of Bangalore. Further, territory analysis disclosed that dermatologists in that area prescribed my product to the maximum extent. When I talked to them, the rationale was - liver dysfunction causes pruritus (itching) and many long term derma medicines like antifungals cause liver stress. Hence, the support to liver protective HEPATOGARD. Armed with this feedback, I succeeded with many other doctors and this strategem was taken up at national level too! This is an example of scientific ethical pharma marketing and the starting point is rack stock analysis. With today's web based systems, rack stock analysis can be done on a daily basis, since stockists give log in and password to each MR and an online check of rack stocks and product movement can be done daily!<br />
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B) This is the age of personalization! It has become inevitable that MRs plan doctor-wise product promotional approaches to each doctor or group of doctors. One cap fits all is not recommended. The appeal promotional points and the way of building rapport is different with each entity. These days providing a pitch to group of doctors by way of sponsoring high tea is very effective, particularly in hospitals and medical colleges. Thus, the process of preparation is more intense, to ensure maximum returns from a call.<br />
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C) Backing the above two activities are the force multiplier contributions coming from extempore detailing, situational detailing, dialogue detailing with yes momentum, training processes, various print and non-print inputs, and online engagement activities with doctors and pharmacies.<br />
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Overall, the present day conundrum where pharma marketers are achieving sales results by hook or crook methods, require a strong dose of ethics medicine. This will put the pharma marketing process back into the scientific persuasion mode and the mojo will come back!<br />
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UCPMP all in all will contribute to demand creation the ethical way, hope UCPMP a voluntary code now, becomes a law. USA is a place again where pharma marketers are known to splurge on doctors through various modes such as speaker fees, consultancy advisory fees and so on. Hence, they have a <a href="https://www.pharma.us.novartis.com/corporate-responsibility/physician-payments-sunshine-act" target="_blank">Sunshine Act</a> to control unholy dealings. At least this is done in USA, however in India as of now, it is full blast for demand creation with out any "lagaams". </div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-81629852174334201112020-02-14T12:45:00.002+05:302020-02-14T12:45:10.397+05:30Gargle with product A for health!<div dir="ltr" style="text-align: left;" trbidi="on">
Articulating and presenting messages persuasively, creatively, regularly and with high impact is crucial for pharmaceutical business results. The life - breath of pharma business marketing is getting the message right in a particular context. Actively working on the high impact message requires one to know the subject matter deeply and the societal trends. For instance, <span style="font-family: Georgia, Times New Roman, serif;">corona virus</span> is a 'common cold causing virus', it has dangerous sub-types that often cause fatal infections, but usually it causes non-fatal common cold symptoms by infecting nose, upper throat and sinus areas. So it will be a good message to articulate use of oral mouthwash + gargles for healthy mouth and throat axis - particularly this season where <i>corona fright</i> is more! (Click: <a href="https://www.who.int/westernpacific/emergencies/covid-19">https://www.who.int/westernpacific/emergencies/covid-19</a>)<br />
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<b>Gargle your way to health</b>! A campaign to spread good health through gargle!!<br />
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We are our habits! If we have health - supportive habits, our chance of good health is more! Sore throat incidence soars during cold season, rancid oil in foods causes sore throat, and air pollutants too irritate the throat. Infection causing agents colonise and irritate throat mucosa. Hence, gargling is a simple act to remove such irritants and sooth soreness in oral and pharyngeal or throat mucosa. There is a beneficial impact on tonsil stones too by the act of throat gargling. Health improves through gargles!<br />
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A number of healthcare manufacturers have hitched on to the gargle approach:<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhilAev33AqdZw0QPd865f1PmKXfOhJ-hpc-8lDbJlRi-I1aYwG-s6HTFqlSgTOMcIgiKBwyf8OwZS-vR0PshDFcZH0PDhBxY2FBEOdeMIFgGiIYSnrCBmLaa_qC4994Y_eX7QNMmPt1-c/s1600/betadine+gargle.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="252" data-original-width="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhilAev33AqdZw0QPd865f1PmKXfOhJ-hpc-8lDbJlRi-I1aYwG-s6HTFqlSgTOMcIgiKBwyf8OwZS-vR0PshDFcZH0PDhBxY2FBEOdeMIFgGiIYSnrCBmLaa_qC4994Y_eX7QNMmPt1-c/s1600/betadine+gargle.jpg" /></a></div>
Excellent link to the Betadine website: <a href="http://sg.betadine.com/en/sg/cold-and-flu/betadine-gargle-and-mouthwash">http://sg.betadine.com/en/sg/cold-and-flu/betadine-gargle-and-mouthwash</a><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhS7sMPV2H-JHn_kyepMYTN2Qa4Lpcx0hGodfxphRqixkekOflqXUCz_Haga2r5zhwTfCm_iIGeCnh6F96Es8k9EzNgu5Ui0dDS1VV5eWFSXEHozNas1_sorUFMyX3T06iw0WUq6M3SxBs/s1600/gargle+away.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="450" data-original-width="450" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhS7sMPV2H-JHn_kyepMYTN2Qa4Lpcx0hGodfxphRqixkekOflqXUCz_Haga2r5zhwTfCm_iIGeCnh6F96Es8k9EzNgu5Ui0dDS1VV5eWFSXEHozNas1_sorUFMyX3T06iw0WUq6M3SxBs/s320/gargle+away.jpg" width="320" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh9qdrl-xofzh2kHC4MxxFqKx_2qQ5-8Q6iRl9Eb_nzSmpeP9E3ZeYBtnxuaPXVNNi_CNWm4ltE2VtBb4gK9MPyAnG19-BaN1G7Az82WQSBrDVrOZm0D8z3jvsFl4AfaQoSn0-ni43bByA/s1600/gargle+one+two.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1000" data-original-width="1000" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh9qdrl-xofzh2kHC4MxxFqKx_2qQ5-8Q6iRl9Eb_nzSmpeP9E3ZeYBtnxuaPXVNNi_CNWm4ltE2VtBb4gK9MPyAnG19-BaN1G7Az82WQSBrDVrOZm0D8z3jvsFl4AfaQoSn0-ni43bByA/s320/gargle+one+two.jpg" width="320" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJpoQbCxD1N1yRys6UY90loZbJEaSZCBxsQgPlDcPgE-pBLyof23VnLJzu_iFFJbXG7Al0s0ePrp5jL3DlrUE4dJmg-UPR0E4SVZoERpr9rhg2Snt4UM9c19qjr10yiIWTrZyklZIwO5A/s1600/jason+gargle.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="500" data-original-width="500" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJpoQbCxD1N1yRys6UY90loZbJEaSZCBxsQgPlDcPgE-pBLyof23VnLJzu_iFFJbXG7Al0s0ePrp5jL3DlrUE4dJmg-UPR0E4SVZoERpr9rhg2Snt4UM9c19qjr10yiIWTrZyklZIwO5A/s320/jason+gargle.jpg" width="320" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhP8RXkaNpoLRUoB_mHSBntcY6M9AT_1XMppo_mc0v1qzBPyDVvHTmCc5z86ZXpk25BIeROzMxBA_9LCxDDCThVJZloORdRPrz6bJdlQWUXKVITQnkYTuWr2oeBblYSw40IjNDltWNVzls/s1600/seas+salt+oral+rinse.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="225" data-original-width="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhP8RXkaNpoLRUoB_mHSBntcY6M9AT_1XMppo_mc0v1qzBPyDVvHTmCc5z86ZXpk25BIeROzMxBA_9LCxDDCThVJZloORdRPrz6bJdlQWUXKVITQnkYTuWr2oeBblYSw40IjNDltWNVzls/s1600/seas+salt+oral+rinse.jpg" /></a></div>
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Promoting gargling - creating health and gaining commercial success! Savvy healthcare marketers click through messaging <i>on a broader theme</i>. Gargling is a simple yet unused approach for healthy way of living. Use any of the gargle products or a home-made product and gain health.<br />
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Objective: To make gargling a fun regular habit for oro-throat care<br />
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Key results:<br />
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1) Message regularly using social media on the benefits of gargling with product A and obtain improved product visibility by 100%<br />
2) Increase over-the-counter sale of gargle mouthwash product A through dangler hit strategy at pharmacies, and obtain 100% increase sales<br />
3) Create a website with message board for product A users to post their gargle habit experiences and benefits - collect atleast 10 user experiences per week...<br />
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A simple ready-to-use salt water gargle too is a zero hassle product for fast sales riding on gargle habit!<br />
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Wish you good health through gargling!!</div>
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Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-31932082009592927712019-11-28T16:49:00.001+05:302019-11-28T16:49:38.150+05:30SEAMLESS LIVING, SEAMLESS PROMOTION<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgL_FXtltUaOB9C6-HER1LM08He2Zvu7jNx1gpP0DSmiwU-lsk6BOqoPDOyBTTHtJI49-8N6g7OIkQYX794Mmd0kx493TD-8JTyqb7zRvsAWGbEwVz105tbJm2nuq5_qWwAw66m_3JmsCE/s1600/medical+rep.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="640" data-original-width="640" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgL_FXtltUaOB9C6-HER1LM08He2Zvu7jNx1gpP0DSmiwU-lsk6BOqoPDOyBTTHtJI49-8N6g7OIkQYX794Mmd0kx493TD-8JTyqb7zRvsAWGbEwVz105tbJm2nuq5_qWwAw66m_3JmsCE/s320/medical+rep.jpg" width="320" /></a></div>
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<span lang="EN-US" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%;">For
Ram - the modern-day medical representative – being digital was no more an
aspirational thing.<span style="mso-spacerun: yes;"> </span>He was 22 years and
digital was an everyday way of life.<span style="mso-spacerun: yes;"> </span>At crack of
dawn, he checked the doctor visit plan on his smartphone and recollected the
conversations of past calls.<span style="mso-spacerun: yes;">
</span>Simultaneously, in the early morning hours, Dr. Lakshman was checking
the no. of footsteps walked yesterday and was planning his walk and exercise
schedule, while looking up the weather through his smartphone.<span style="mso-spacerun: yes;"> </span>If the weather was fine, this young dapper 24-year-old
orthopedics PG aspirant was ready to cycle to the teaching hospital.<span style="mso-spacerun: yes;"> </span>He was also a co-administrator in a whatsapp
group: 'Young Orthos'.<span style="mso-spacerun: yes;"> </span>He was also member
of other medical students only whatsapp groups.<span style="mso-spacerun: yes;">
</span>Besides, his facebook account followed several medical sites and
journals.<span style="mso-spacerun: yes;"> </span>His home screen had abundant
links to medical websites, and his passion was to check the updates on
diagnosis, best medical practices, ortho implants and improvements, ortho surgical
techniques and of course medical humour.<o:p></o:p></span></div>
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<br /></div>
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<span lang="EN-US" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%;">Another
interesting whatsapp group on Dr. Lakshman’s whatsapp was 'My MR colleagues', where as an
admin, he permitted some MRs and pharma personnel into the group.<span style="mso-spacerun: yes;"> </span>They were allowed to post one digital post a
day relating to product updates.<span style="mso-spacerun: yes;"> </span>He
quite liked the fervor with which the pharma professionals made very attractive
videos, gif posts and other still foto posts.<span style="mso-spacerun: yes;">
</span><o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%;">Ram
the MR, always found it funny when in meetings his aged bosses harped that
digital is the way forward!<span style="mso-spacerun: yes;"> </span>Ram felt
digital is already happening - so what forward?!!<span style="mso-spacerun: yes;"> </span>He had
negotiated his entry into several doctor groups, he had taken permission to
send whatsapp posts on his products.<span style="mso-spacerun: yes;"> </span>His
emails on product aspects or therapy updates were welcomed by doctors whose trust
he had won.<span style="mso-spacerun: yes;"> </span>So digital was a part of his
‘professional product promotional present’ and not the way forward.<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%;">Digital
is not to be overbeaten, Ram strongly felt.<span style="mso-spacerun: yes;">
</span>Digital was as much a vital collateral as print inputs were.<span style="mso-spacerun: yes;"> </span>Ram’s calls to doctors involved showing a
video snippet, an interesting product picture update on his tablet PC, and also
a providing a print input – usually, a reminder card or journal.<span style="mso-spacerun: yes;"> </span>He was grateful that his company patronized
subscription requests from doctors to e-journals, and cleverly ensured that
password included the target brand name.<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%;">Ram’s
concerns were also market trend oriented, he experienced the fractured and
fragmented market daily.<span style="mso-spacerun: yes;"> </span>If 50
prescriptions were generated daily by a doctor, 20 would go to the pharmacy owned
by his ‘saala’ (wife’s brother), 10 prescriptions would be self-dispensed,
another 15 would go either Jan Aushadhi or a private generic store, and the
battle for remaining prescriptions was between the brand marketers.<span style="mso-spacerun: yes;"> </span>This, the company management would never
understand he remorsefully felt.<span style="mso-spacerun: yes;"> </span>For
instance, Dr. Murugan would prescribe teneligliptin as once a day antidiabetic tablet to his patients,
and most of his patients were now encashing those at Jan Aushadi, buying 100
tablets, which meant 100 days usage of his brand was lost!!<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%;">Ram
had sagaciously chosen another way out of this muddle.<span style="mso-spacerun: yes;"> </span>He would focus on pharmacies and the unique
products in his marketing portfolio.<span style="mso-spacerun: yes;">
</span>There were some nutraceuticals that could be pushed by pharmacies, he
also ensured that the brands in the pharmacy were VISIBLE to both pharmacists and patients so
that over-the-counter push would take place.<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%;"><b>BROWN
BAG CONSULTATION</b><o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%;">The
internet superhighway was full of information feeding Ram’s curious mind.<span style="mso-spacerun: yes;"> </span>He came across a concept of BROWN BAG
CONSULTATION through his browsing.<span style="mso-spacerun: yes;"> </span>In
the brown bag consultation, the pharmacist would request a patient to bring all
his medications and other OTC products consumed by him in a bag for a quick
consultation.<span style="mso-spacerun: yes;"> </span>The pharmacist would then
quickly check for any repeat drugs in different dosage forms and other
incompatibilities including drug- drug interactions, and advice each patient on
timing the intake of medicines and other products and generally discuss about
the products, so that there is rationalization.<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%;">Ram’s
pharmacists did not know about the brown bag consultation approach.<span style="mso-spacerun: yes;"> </span>Ram persuasively represented this concept as
an opportunity for pharmacists to build trust and over-the-counter
business.<span style="mso-spacerun: yes;"> </span>For instance, Tilak of Hanuman
Medicals decided to have atleast 1 brown bag consultation daily.<span style="mso-spacerun: yes;"> </span>Tilak found that bonding with his patients
was better, and they would come more frequently.<span style="mso-spacerun: yes;"> </span>Further, he could persuasively cross-sell
some of the nutraceuticals.<span style="mso-spacerun: yes;"> </span>For example
he had converted many patients to turmeric tablets CURCUMED and introduced new
dental pastes to specific patients (a specific toothpaste for gum bleeding
patients), and a whole new set of patients were opened up for milk mix
beverages, MULMINA antioxidant immune booster drink, and health medical soaps (like PURE virgin coconut oil soap).<span style="mso-spacerun: yes;"> </span>Ram profited by this brown bag consultation
approach of his pharmacists, through improved sales of his nutraceutical and
other products that enjoyed over-the-counter push.<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%;"><b>Conclusion</b><o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%;">Digital
is now a regular collateral and a medium to message with doctors along with
print inputs.<span style="mso-spacerun: yes;"> </span>Digital has become an
add-on and a mandatory method of marketing.<span style="mso-spacerun: yes;">
</span>Ram and Dr. Lakshman are living seamlessly with digital and non-digital,
but the moot question is whether strategists have become hyper or hypo digital,
neither is good, striking the right balance and getting the optimal level of
digital marketing will work in pharma favour!<o:p></o:p></span></div>
<br /></div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-44757247839959634162019-06-23T21:33:00.001+05:302019-06-23T21:33:17.046+05:30Inevitably, digital pharma<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ5McJKIy3VHVQrbmBQBHkUQG4N0LjeBSJx5Nsuk7us3sXi_cM4SHhjT1z0eUuf7grVidPy-jVdTIahcLWYQAY7QiZSDMsHXLTGQJSydUG3IOQG1J5o1gOSlHckOr4eZVFRp3N29VMfC0/s1600/Go+Generic.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="778" data-original-width="1600" height="155" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ5McJKIy3VHVQrbmBQBHkUQG4N0LjeBSJx5Nsuk7us3sXi_cM4SHhjT1z0eUuf7grVidPy-jVdTIahcLWYQAY7QiZSDMsHXLTGQJSydUG3IOQG1J5o1gOSlHckOr4eZVFRp3N29VMfC0/s320/Go+Generic.jpg" width="320" /></a></div>
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<div align="center" class="MsoNoSpacing" style="line-height: 115%; text-align: center;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Go Generic: a non-jan aushadhi generic store (at Mumbai near Andheri East station, photo: 9.6.19)<o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Market
is merciless, yet the market is kind to the market – savvy.<span style="mso-spacerun: yes;"> </span>This means having a keen focus on the
goings-on in the market and adapting to the trends.<span style="mso-spacerun: yes;"> </span>It is simple truth that most of the marketing
honchos in top management are the MRs who started in the 1970s, or otherwise in
the 1980s/early 90s.<span style="mso-spacerun: yes;"> </span>Those were the
non-mobile times; era of trunk call and STD (standard trunk dialling) phone booths.<span style="mso-spacerun: yes;"> </span>Plying doctors with more and more samples and
gifts was sufficient to achieve the sales targets.<span style="mso-spacerun: yes;"> </span>Today, it is these MRs or people with trunk
call and fax mindset who are running the pharma show!<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">No
wonder all are clueless.<span style="mso-spacerun: yes;"> </span>Each monthly sales
closing is a new challenge.<span style="mso-spacerun: yes;"> </span>Even doctor
mindsets’ are different today.<span style="mso-spacerun: yes;"> </span>Those earlier
days were the times of highly egoistic and authoritarian doctors.<span style="mso-spacerun: yes;"> </span>Today, most doctors are market savvy
down-to-earth and business-like.<span style="mso-spacerun: yes;"> </span>Ego has
no place in medical business practice.<span style="mso-spacerun: yes;"> </span>Social
media has blown the cover off many manipulative medical practices.<span style="mso-spacerun: yes;"> </span>Dr. Google has empowered patients.<span style="mso-spacerun: yes;"> </span>Even though doctors want patients to keep Dr.
Google away, they simply can’t.<span style="mso-spacerun: yes;"> </span>It is
the era of digital penetration, and digitalization cannot be wished away by
anyone – even demigod doctors and non-doctors.<span style="mso-spacerun: yes;">
</span><o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Besides
this, a strong trend towards alternative medicine, traditional medicine, yoga,
naturopathy and non-allopathic methods of wellness and healing are trending.<span style="mso-spacerun: yes;"> </span>So market is not easy to operate – exploitation
of gullible nature and naiveté is out!!<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Era of multiple touchpoints<o:p></o:p></span></b></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Imagine
you are a diabetic.<span style="mso-spacerun: yes;"> </span>Whatever your
monthly income may be, a smart phone is in your pocket.<span style="mso-spacerun: yes;"> </span>So a diabetic guy is just not going to listen
only to the ‘prescription voice’. <span style="mso-spacerun: yes;"> </span>The diabetic
will listen to podcasts, see you tube videos, and read many many articles on
diabetes.<span style="mso-spacerun: yes;"> </span>This empowered patient is not
going to follow the doctor advice blindly.<span style="mso-spacerun: yes;">
</span>He may discuss with the doctor or tacitly avoid discussions but follows
his self-reasoning.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Even
the PM: Mr. Narendra Modi is vouching for yoga and jan aushadhi kendras or
shops.<span style="mso-spacerun: yes;"> </span>Generic non-jan aushadhi shops
are also providing lower cost medicines from standard pharmaceutical companies.
<span style="mso-spacerun: yes;"> </span>Just outside Mumbai Andheri East local railway
station is a non-jan aushadhi generic medicine store and is doing great
business (my foto of 9.6.19, when I was in Mumbai for a meeting).<span style="mso-spacerun: yes;"> </span>These developments are stunting the growth of
traditional pharma brands.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">So
as a pharma marketer can I depend only on the doctor’s prescriptions?<span style="mso-spacerun: yes;"> </span>Will my brand not have influential touchpoints
at pharmacies and in the internet?<span style="mso-spacerun: yes;"> </span>How
can I ethically influence prospect and consumer patients on the mobile
internet?<span style="mso-spacerun: yes;"> </span>Can I ensure patients who take
my brand of medicine to register on the website and get periodical health
advice so they are inclined to buy my brand?<span style="mso-spacerun: yes;">
</span>What sort of after-prescription services can I offer to brand purchasers
through digital means? <span style="mso-spacerun: yes;"> </span>Is it possible to
wean away my brand purchasers from generic (jan aushadhi and non-jan aushadhi)
products?<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Earlier
the brick and mortar pharmacies were the only places of retail sale.<span style="mso-spacerun: yes;"> </span>Today online pharmacies are showing growth –
so patients are buying from them.<span style="mso-spacerun: yes;"> </span>Is it
possible for my brand to penetrate the online pharmacy sector?<span style="mso-spacerun: yes;"> </span>Many doctors are having attached pharmacies –
every doctor wants samples, gifts and also a cut from the attached
pharmacy.<span style="mso-spacerun: yes;"> </span>So how is it going to work out
financially for me?<span style="mso-spacerun: yes;"> </span>Boy, the market
complexities are galling.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">And
we have the same strategy of the 1990s mindset going round: appoint more and
more MRs, more incentives, give more and more samples, provide more and more
gifts and sponsorships…<i style="mso-bidi-font-style: normal;">spray and pray for
results</i>.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Or
should I go on intensifying my promotional role at doctor chambers and
pharmacies: more and more retail bonus offers, more samples, more gifts to
doctors, more sponsorships and more CRM activities to doctors?<span style="mso-spacerun: yes;"> </span>How much more?<span style="mso-spacerun: yes;"> </span>The doctor is besieged by atleast 20 medical
representatives (MRs) per day.<span style="mso-spacerun: yes;"> </span>These MRs
are from all types of companies: PCD (propaganda cum distribution) companies,
semi PCD companies, ethical PCD companies, national Indian companies, regional
companies, different divisions of pharma companies (eg., 16 divisions operate
from Micro Labs, Bangalore), franchisee marketers who are promoting tail-ender
brands of top companies, and MNCs too.<span style="mso-spacerun: yes;">
</span>And all these MRs are plying samples, gifts, and other pampering
sponsorships.<span style="mso-spacerun: yes;"> </span><i style="mso-bidi-font-style: normal;">Spray and pray</i>!!!<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Is
the modern day doctor a digital aficionado? <span style="mso-spacerun: yes;"> </span>Most of the 1990s and pre 1990s mindset
marketing personnel - believe that doctors are not digital.<span style="mso-spacerun: yes;"> </span>Yes, doctors are not digital!!<span style="mso-spacerun: yes;"> </span>They do not do whatsapp, they do not go to
medical and social websites!!??! But look at a website like pediatricsoncall (</span><a href="https://www.pediatriconcall.com/">https://www.pediatriconcall.com/</a><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">
) – content is mindboggling, very engaging style and gets big hits from paediatricians
across the universe!<span style="mso-spacerun: yes;"> </span>The way forward for
medical content is digital because nothing expires there.<span style="mso-spacerun: yes;"> </span>There are no back issues to locate.<span style="mso-spacerun: yes;"> </span>Even if there are back issues, it is all
digital available there for permanence.<span style="mso-spacerun: yes;"> </span>So
which way are we going to participate in the digital marketing realm?<span style="mso-spacerun: yes;"> </span>And how to influence doctors, pharmacists and
patients!<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Smart
companies like Group Pharmaceuticals with OTX profile products like toothpastes
and oral medical products have launched digital strategies through facebook and
other media – their online brand toothpaste <a href="https://www.elsenz.in/?https://www.elsenz.in&gclid=EAIaIQobChMIoZGDxMr_4gIVjIqPCh0vKwiOEAAYASAAEgIX7fD_BwE" target="_blank">Elsenz</a> </span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">is
creating waves, across geographies.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Pharmacies are great underused touchpoints<o:p></o:p></span></b></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Every
pharmacist is powerful – he can influence purchase behaviour of patients and
other buyers.<span style="mso-spacerun: yes;"> </span>It is possible, provided
he has the relevant knowledge and communication skill.<span style="mso-spacerun: yes;"> </span>But who will improve the knowledge and
communication skill?<span style="mso-spacerun: yes;"> </span>Will the GoI or
Pharmacy Council do it?<span style="mso-spacerun: yes;"> </span>Will pharmacist
do it on his own?<span style="mso-spacerun: yes;"> </span>No!!<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Welcome
to the new era where pharmaceutical and healthcare product companies will
develop community retail pharmacists on knowledge and communication skill.<span style="mso-spacerun: yes;"> </span>Because such an empowered pharmacist will
help push and persuade or be the influencer for the brand!<span style="mso-spacerun: yes;"> </span>Yes, this day is not far off.<span style="mso-spacerun: yes;"> </span>Digital medium will enable such pharmacist development
programs.<span style="mso-spacerun: yes;"> </span>It may also happen that
continuing pharmacist education credit programs (CPE) will be sponsored by pharmaceutical
and healthcare companies. <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Eg.,
Evion 400 CPE credit program offered digitally – Vit. E and diabetes management.<span style="mso-spacerun: yes;"> </span>A pharmacist empowered through this program
will surely endorse or recommend Vit. E (Evion) to the diabetic patient!<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><u><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Next level</span></u></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">:
Imagine a doctor has a tie-up relationship with netmeds the online pharmacy or
practo online pharmacy.<span style="mso-spacerun: yes;"> </span>After taking the
patient’s consent what if the doctor provides the e-prescription to netmeds or
practo or both and they provide a bundle of offers to patients for online
purchase and home delivery?<span style="mso-spacerun: yes;"> </span>And where
will it lead the neighbourhood brick and mortar pharmacy to?<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><u><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Next level</span></u></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">:
Elsenz from Group Pharmaceuticals is an online international brand.<span style="mso-spacerun: yes;"> </span>The traditional ground level medical
representative oriented brick and mortar market brands like Glowdent continue
their way.<span style="mso-spacerun: yes;"> </span>Elsenz is also available in
pharmacies.<span style="mso-spacerun: yes;"> </span>Omnichannel marketing is
happening for <a href="https://health.economictimes.indiatimes.com/news/pharma/biomin-technologies-partners-with-group-pharmaceuticals-to-launch-new-toothpaste-in-india/54831507" target="_blank">Elsenz</a>.<span style="mso-spacerun: yes;"> </span></span><o:p></o:p></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Has
Elsenz shown the way forward? However, Himalaya was the pioneer...<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">From
the 1970s to 1990s to 2019 the pharma market has changed significantly.<span style="mso-spacerun: yes;"> </span>Pharma marketers cannot operate today the way
we operated in 1970s and 1990s.<span style="mso-spacerun: yes;"> </span>The
mindset has to change.<span style="mso-spacerun: yes;"> </span>Digitalization of
pharma is on, and the digital pharma company avatar is inevitable.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Disrupting distribution channel<o:p></o:p></span></b></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">While
we are aware various disruptive distribution patterns are on to reach the
consumer, here is MEDIBOX a B2B marketplace for OTX, OTC and Rx products
connecting distributors and retailers.<span style="mso-spacerun: yes;"> </span></span><a href="https://www.medibox.in/">https://www.medibox.in/</a><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">While
many such entities are putting their plans to have their B2B marketplace, <b style="mso-bidi-font-weight: normal;">what if pharmaceutical companies launch their
own distribution and fulfilment centers</b>?<span style="mso-spacerun: yes;">
</span>Eg., Cipla B2B marketplace for their entire range of branded generics
promoted to doctors, branded and unbranded generics not promoted to doctors and
other products.<span style="mso-spacerun: yes;"> </span>What is stopping pharma
companies adopting this e-commerce model?<span style="mso-spacerun: yes;">
</span>HIMALAYA has already shown the way: you can buy their consumer products
on their <a href="https://www.himalayawellness.in/our-products/mens-care/himalaya-men-active-sport-face-wash" target="_blank">website</a>. </span> <span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">HIMALAYA Liv 52 is already
available on various e-commerce websites like netmeds and practo.<span style="mso-spacerun: yes;"> </span><b style="mso-bidi-font-weight: normal;">And
yes, you can buy Liv 52 from their OFFICIAL HIMALAYA website too</b>!!<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">So
get ready for a different inevitable digital pharma India!!<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="line-height: 115%; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><i>Thanks
for reading this blogpost, please read all other posts, and kindly recommend this
blog to others</i>.</span></div>
</div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-22935753210185544692019-02-23T00:19:00.002+05:302019-02-23T00:19:44.032+05:30Awesome 'patientcentricity' through bottle-pack tablets<div dir="ltr" style="text-align: left;" trbidi="on">
Pharma marketing domain is always in a flux. With social media, internet and other IT enabled technologies drawing new contours, pharma marketing is now on a patient-centric mode. <br />
<br />
The Indian pharma marketing sector has gone through several phases:<br />
<br />
a) <b>MR-centric pharma marketing:</b> this happened in the 1960s and 1970s, where the champions of pharma product sales was the MR (Medical Representative). The MR enabled adoption of the marketed brand through his in-clinic activity, chiefly persuasive scientific detailing (with or without a visual aid). The change-agent who transformed the sales of a pharma brand was the medical representative and his talent. However, by early 1980s, it gave way to...<br />
<br />
b) <b>Chemist (pharmacy) - centric pharma marketing</b>: With more MRs from newly launched companies entering the pharmaceutical market, to make a quick mark, some companies at first - and then more companies launched bonus offers to the pharmacies. Hitherto, retail bonus offers was an unheard practice. Many 'snooty companies' looked down on the practice of offering bonus offers to pharmacies during the initial time. Later on, they too got down to business through retail bonus offers!<br />
<br />
Dispensing doctors were also quick to take advantage of bonus free goods (eg., Manforce 1 box purchased + 2 Manforce boxes free to the pharmacy). This also provided an incentive to pharmacies to substitute brands prescribed by the doctor. Many other pharmacies started providing 'cash or kind' incentives to doctors practising nearby their medical shops (thus, the doctor would not mind brand substitution). <br />
<br />
Finally, in today's market, bonus offers or freebie goods is almost <i>sine qua non</i>. This is to enable availability and prevent brand substitution. Companies offer unofficial or official bonus offers or both, the entire retailer profession expects it.<br />
<br />
The start of 'chemist-centric pharma marketing' was in the early 1980s (when as an industry observer stated: 'pharma companies slowly started mushrooming').<br />
<br />
c) <b>Doctor-centric pharma marketing</b>: It is a paradoxical phrase to state that the Indian pharma industry went through an intense phase of doctor-centricity (by its nature pharma marketing ought to be oriented towards prescribers and medical community, however, the focus on doctor-oriented services was and is so very intense, hence, the term doctor-centric pharma marketing to differentiate it from MR-centric pharma marketing). <br />
<br />
The MR in doctor-centric pharma marketing phase was (and is) more of a conduit to provide 'cash or kind incentives' to target doctors. More than the MR's promotional skill, his or her ability to hook doctors to service offerings from the company became the decider of sales. It is this practice that is now even more intensely pursued by PCD or propaganda cum distribution companies, in local markets.<br />
<br />
The doctor-centric and chemist-centric phases in the pharma marketing sector overlap with each other. The initial chemist-centric phase of the early 1980s became doctor-centric plus chemist-centric pharma marketing by late 1990s (upto present times 2018...).<br />
<br />
In the MR-centric phase of the pharma marketing of 1960s and 1970s, the brightest of the academic talent took to this profession. M Sc post-graduates, B Sc distinction and first-class students, with good personality, academic and extra-curricular profile were always preferred for the MR jobs. This was perhaps upto the mid-1980s. However, with the advent of chemist-centric phase and doctor-centric phase in the pharma industry of late 1980s and 1990s, right upto present times, input quality of medical representatives has seen a steady downhill. MR's product promotional skill was not the most important quality, it was his ability to make the doctor accept the pharma company's value service offerings that took the front-seat. The contacts of the MR with doctors was the most important aspect.<br />
<br />
Thus, during stall activities, MRs serve coffee to doctors in stalls, MRs also offer personalised "concierge-like" services to key doctors and thus ensure prescription flow to target brands. (In fact, I recollect a grumbling MR of a small local company who got a call from his target doctor at 11.00 pm, during 2012, asking him to come right away to a place near Jayanagar, where his car had a tyre puncture. The doctor instructed the MR to take care of the situation and ensure the car was fixed. The MR had to do it as part of 'customer relationship management'). Thus, CRM + retail bonus offers were more powerful demand-creating forces rather than the MR's product promotional talent. The smaller the company, more the emphasis on CRM and retail bonus offer. Rather, the MR's promotional talent was an enabler to obtain doctor's interest in the service offerings of the company. Today, the situation is such: almost all pharma companies are into CRM + retail bonus offers + MR's product promotional talent to an extent. <br />
<br />
Due to the fact that marketing budgets are almost under strain, most of the marketing buck in companies, is now directed towards CRM services and freebie goods rather than on field personnel and development. Gone are the days of 30 or 45 days training to MRs. Today, most big companies manage just about 5 days after their induction and stay in the company for a month or more. <br />
<br />
In case, there are greater cash incentives to MRs, then it is a common market practice of the contemporary MR to invest a portion of his earnings towards personalised CRM for target doctors.<br />
<br />
c) <b>Patient-centric era in pharma marketing begins:</b> Below is the foto of Brilinta bottle pack.<br />
<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiWIdvO_LYoviRLHVNOT1q2dY3ZJytwqwilvJDhf9ewSWuDhf9wWHG5Z8vEBsMEDlIxO2pOWLF5jek0SgpTEMGipcdfPsbj1-CgiAPUhOwIyoYA9UsiMvm4PcYrml5e5lppG7yicUEMxrE/s1600/brillinta-90mg-tablets-bottle-500x500.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="498" data-original-width="500" height="318" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiWIdvO_LYoviRLHVNOT1q2dY3ZJytwqwilvJDhf9ewSWuDhf9wWHG5Z8vEBsMEDlIxO2pOWLF5jek0SgpTEMGipcdfPsbj1-CgiAPUhOwIyoYA9UsiMvm4PcYrml5e5lppG7yicUEMxrE/s320/brillinta-90mg-tablets-bottle-500x500.jpg" width="320" /></a></div>
<div style="text-align: center;">
WHAT IS INTERESTING ABOUT THIS PACK IS THAT BRILINTA OFFERS AN INTERESTING BONUS OFFER: </div>
<br />
<div style="text-align: center;">
120 <a href="https://www.indiamart.com/preetipharma/medicine.html" target="_blank">TABLETS PLUS 60 TABLETS FREE! AND THE FREE TABLETS GO TO THE</a> PATIENT (as they are inside the bottle pack, and the freebie tablets are not enjoyed by the retailer).</div>
<br />
<b>This is hot news!</b> Many other pharma firms are trying to do this with strip packed tablets. The results are a mixed bag.<br />
<br />
However, the brand with bottle packing is where the patient-oriented freebie will work.<br />
<br />
Imagine, Liv 52 tablets or Liv 52 DS tablets (positioned as a daily health supplement) (this iconic Ayurvedic 5th largest pharmaceutical brand of India is available in bottle packing), providing such a bonus offer: 100 tablets plus 25 tablets free (inbuilt in the bottle pack of Liv 52 tablets). <br />
<br />
Such an offer:<br />
<br />
a) will cause a spike in purchase quantity<br />
b) prevent the patient from moving away from Liv 52 to competitor brands like Adliv<br />
c) ensure patient compliance is improved<br />
d) provides improved health outcomes to patients<br />
e) patient will experience a perceived difference in health due to better impact of medication<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGmga_W5oK_RTlPkBjTkIpD1Rj1wQ5VlDaEctl4ZIHQcrixlKE4veclE1mkpv1J_CrJoehAyNAhxbM6s4Td7GHUYawGr3YGdA4IJJT5PSf7ajuwov9GVllIC8ZcRAkKvCMasxqlbOgKvA/s1600/himalaya-herbal-healthcare-liv52-tablets-100-tablets-each-pack-of-4-medium_7bff950c9a1bb104e624cc1263f15256.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="300" data-original-width="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGmga_W5oK_RTlPkBjTkIpD1Rj1wQ5VlDaEctl4ZIHQcrixlKE4veclE1mkpv1J_CrJoehAyNAhxbM6s4Td7GHUYawGr3YGdA4IJJT5PSf7ajuwov9GVllIC8ZcRAkKvCMasxqlbOgKvA/s1600/himalaya-herbal-healthcare-liv52-tablets-100-tablets-each-pack-of-4-medium_7bff950c9a1bb104e624cc1263f15256.jpg" /></a></div>
<b>Bottle pack for tablets and capsules: the future?</b><br />
<br />
If bottle pack of tablets or capsules is feasible then in-built patient-centric bonus offer or freebies will create an amazing demand for bottle packing. <br />
<br />
There is a distinct case for a bottle-pack for repeat purchase products like Becosules Z or Shelcal or Revital with in-built free tablet scheme (inside the bottle pack), this will ensure increased patient compliance. Further, better health outcomes will foster loyal repurchases.<br />
<b><br /></b>
<b>Repurchase: the true pivot of sustained success</b><br />
<br />
Repurchase of pharmaceutical brands is the true pivot of sustained success. Particularly for lifestyle medicines and products like vitamins, minerals, liver protective brands, and chronic therapy medicinal products - these gain commercial might only through <i><u>patient-centered repurchase</u></i>. Mere repurchases by retailers will only increase shelf-stocking and display. <b><u style="background-color: yellow;">However, true repurchase is when the patient buys the brand repeatedly and loyally. This is the fulcrum of authentic success</u></b>.<br />
<br />
Current pharmaceutical strategies are tied to the chemist-centric phase of pharma marketing where repurchase by retailers and wholesellers is encouraged. However, this era is now in its decline phase (due to saturation and mature phase). The era of enabling <b><u>patient-centric repurchase</u></b> has started. Brilinta from AZ has sowed the seeds.<br />
<br />
<b>Brand communication to patients</b><br />
<b><br /></b>
In a patient-centric era of medicinal practice, social media is the major route for strengthening brand franchise by ceaselessly talking the health preposition of the brand. <br />
<br />
For example, Becosules Z ought to launch a continuous strategy of untiring communication through emails, viral whatsapp images, viral videos, facebook posts, and other social media messages that will create favourable impact. <u><i>We are amidst talk of digital addiction in society. So, how can a pharma marketer ignore the digital format of product promotion? </i></u>It is about the right content, proper presentation and health platform that will work wonder for the digital strategy of a pharma marketer.<br />
<br />
Another analogy would be of Liv 52 DS again, where concentrated messaging in the digital format takes place to target buyer (patient or non-patient) segments, on liver health. Think liver health: think Liv 52. Such an option will open doors to 'patientcentricity'.<br />
<br />
When liquid bottle preparations are marketed, for example: non-alcoholic Elemental-F haematinic syrup, free 25 ml can be offered in the same bottle pack and the same highlighted on the label or by any other means on the pack. This patient-centric freebie offer will improve sales of well-established products too.<br />
<br />
Pediflor (Group Pharmaceuticals) is a toothpaste brand from a savvy digitally-wise company. <br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhmmLe4rQnNpvO_NkGNREHLu9lvCvMde_yPFtv_Ww9ImgP7Fj7V0beITzJZunoR6lilTjD_DJwTUDZXLhyjf6Jop8mCDZKDsVFbJv44WcC2W9VPcZKdCOM-2Seoc8wLg-l5IwGTa_4ERNU/s1600/pediflor-kidz-toothpaste-500x500.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="485" data-original-width="487" height="318" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhmmLe4rQnNpvO_NkGNREHLu9lvCvMde_yPFtv_Ww9ImgP7Fj7V0beITzJZunoR6lilTjD_DJwTUDZXLhyjf6Jop8mCDZKDsVFbJv44WcC2W9VPcZKdCOM-2Seoc8wLg-l5IwGTa_4ERNU/s320/pediflor-kidz-toothpaste-500x500.png" width="320" /></a></div>
This product is available for purchase through e-commerce websites. Pediflor is having targeted messaging campaigns on facebook and other social media hang-outs. Through, an integrated digital communication plan encompassing influencers like dentists, prospective buyer parents and kids themselves, Pediflor is a growing up to a new sales level!<br />
<br />
On Amazon, Pediflor 70 g + 70 g - two packs at lowered prices is available. This is taking the product to customers in a value added way.<br />
<br />
<b>Last word</b>: <i>It takes months to find a customer...seconds to lose one (Vince Lombardi).</i><br />
<i><br /></i>
The edifice of a business stands on customer acquisition and customer retention. The patient is the most important customer in today's context, for a pharma company (it is patient-centric phase in pharma marketing), the doctor in the loop too is a vital influencer. The chemist earlier held the key to sales. Today, the empowered patient and customer/buyer is a vital entity to improved sales outcomes. Out-of-box thinking and pragmatism ought to guide strategy, this is because the patient-centric phase in pharma marketing is sneakingly gaining traction!<br />
<br />
Here is a closing limerick (enjoy it!):<br />
<br />
Market tide<br />
<br />
Market is awash with many a tide<br />
Marketers can ill afford to hide<br />
The real action is in the bazaar<br />
We can't see it, if we are afar<br />
Ride the market tide, be not by the side!<br />
<br />
<i>Thanks for reading this blogpost, kindly recommend this blog to your acquaintances, and please do scroll and click on older posts - to read all other postings!</i></div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-70222927731728694012018-11-30T18:21:00.002+05:302018-12-01T09:45:25.940+05:30FISH-FORK MODEL <div dir="ltr" style="text-align: left;" trbidi="on">
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<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">FISH-FORK MODEL
OF PHARMA MARKETING PRODUCT PROMOTIONAL PRACTICE<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;"><br /></span></div>
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<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Pharma
digitization is the silent juggernaut on a roll. Automation and digital tools initially penetrated
production and quality departments of the pharma firm. Then it was the distribution department,
which got digitized, when the ERP (Enterprise Resource Planning) wave
started. The level of software
penetration in big companies has increased today, with wholesalers having
software that communicates the holding rack stock and secondary sales (goods
movement from wholeseller to retailer) on a daily basis with the company’s main
server. Thus, the medical representative
in companies like Pfizer no more supplies the monthly secondary stock and sales
statement to the company; it is the company, on the other hand, which provides
this data through a smartphone app to the medical representative! The tables have turned!!! This data roll - out is truly the phenomenon
of ‘democratizing data’!!<o:p></o:p></span></div>
<br />
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Insights and
knowledge from data is driving efficiency and effectiveness in companies. Top companies are in a position to analyze
the main purchasing medical shops (pharmacies) in every pincode, due to the
secondary sales being mapped through software.
Subsequently, they are able to chalk out sharper doctor coverage
strategies so that the doctors who feed prescriptions to these pharmacies are
not ignored and coverage is optimized.<o:p></o:p></span></div>
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<br /></div>
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<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">
</span></div>
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<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">There is limited
time, money and other resources; it is the digital wave that is helping
optimize the usage of these resources in marketing teams to ensure the best
bang for the marketing buck! Digital
wave is helping in rationalizing activity, streamlining processes and
activities, provides prompt reports and feedbacks, and optimizing resource
allocation. Eg., if sales of product A
is high in certain pincodes or talukas of a MR area, why do we give the same
amount of sampling to all MRs? Many such
calls are being taken on the basis of such digitally driven insights.<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;"><br /></span></div>
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<u><span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Imagine a
scenario</span></u><span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">:<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Dr. Medha, a
leading derma specialist in Varanasi gets the Glenmark MR and support team into
the clinic at the appointed hour. They
set up the telemedicine equipment with practiced jiffy. The medical representative has already
ensured that the partner GP clinic from an interior like Rehati, has collected
derma patients who will require further consultation advice. And one by one the remote consultation begins
– the telemedicine equipment aiding the magic of derma-healing. This approach is perfectly suited for derma
remote consultation, and all in the chain engage in win-win relationship. Dr. M get her professional knowledge being put
to use, patients who otherwise would find it difficult and costly to go to
Varanasi find this consultation better, they can obtain their consultation at
the local GP clinic, Glenmark gets brand advantage, and the GP gets a better
status.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">To provide this
approach for other specialities is a challenge, however, the above telemedicine
approach is perfectly suited for derma practice.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<u><span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Digitization,
for the competitive advantage<o:p></o:p></span></u></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">
</span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">It is the
sagacity of pharma marketing practice to put digital technology and enhance
value delivery. However, practical and
non-abstract methods of pharma digital practice are need of the hour since;
marketing is all about numbers and deliverables. It is not just ‘feel-good’ that works in
marketing, at the end of the month; it is the numbers that save the
situation. Hence, digital marketing
practices such as the above involving the derma field, makes the cut as it
directly impacts and creates improved sales outcomes.<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;"><br /></span></div>
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<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;"></span><br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b><span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">The
fish-fork model</span></b><span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;"> is the current status of today’s pharma marketing
practice (note, the fish-fork has three prongs, as shown below, the regular
fork has four prongs):<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;"><br /></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvn1H2tPr5ZssWX_p-Datr9WgEdRRuH4dUtxo1xyNE8sBIUJ_f6aCeqDmYP1Fw6zqrde3qeedORo6ZsCQhuUGBXfpDaGSvc694_zu1wMyUt3PrNk7FmQXfMu__TJZuRxbFSIYyeIoCLNk/s1600/fish+fork+one.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="503" data-original-width="640" height="251" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvn1H2tPr5ZssWX_p-Datr9WgEdRRuH4dUtxo1xyNE8sBIUJ_f6aCeqDmYP1Fw6zqrde3qeedORo6ZsCQhuUGBXfpDaGSvc694_zu1wMyUt3PrNk7FmQXfMu__TJZuRxbFSIYyeIoCLNk/s320/fish+fork+one.png" width="320" /></a></div>
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<b><span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">The
first prong (or tine) of the fish-fork model of pharma marketing product promotional practice</span></b><span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">:
Medical Representative (MR) and his in-clinic, in-stall, in-pharmacy
activities; and the campaigns, taxi tours plus CMEs that he executes, which
fetch sales results. The MR is the human
touch in each territory. This adds the
hi-touch to the hi-tech dimension of field work. Today, most top pharma marketers provide a
tablet PC loaded with short videos of product activity, powerpoint and other such
formats for e-presentations to the target doctor. Digital touch has replaced the paper or card
visual aid. Collaterals that aid
communication practice have gone digital.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b><span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">The
second prong (or tine) of fish-fork model of pharma marketing product promotional
practice</span></b><span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">:
This approach of providing reminders through email, special scientific
personnel providing field work to selected target doctors, courier of samples
and other useful items to doctors, provides excellent engagement with
doctors. This happens when the items
being couriered are personalized. Eg., a
personalized doctor table top calendar for the year 2019 (with the doctor’s
name and other aspects on each month page of the table top calendar eg.,
anniversary foto on the month when his marriage anniversary falls!).<o:p></o:p></span></div>
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<br /></div>
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<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">
</span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b><span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">The
third prong (or tine) of fish-fork model of pharma marketing product promotional practice</span></b><span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">:
represents the thoughtful digital methods of engagement (eg., the Varanasi case
of remote derma practice consultation). Or
sponsoring a webinar where like-minded doctors from different geographies
discuss therapy approaches and case studies.
Or email marketing of case studies with a quiz that will help the doctor
get CME points, and so on.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;"><br /></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<u><span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Challenge is
marketing cost optimization<o:p></o:p></span></u></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">With more layers
added to marketing activity, and limited resources including budgets, it is
inevitable that only those approaches are selected, which provide improved
sales outcomes. Depending on what programs
are being envisaged in the three prongs of the fish-fork model of pharma
marketing product promotional practice, marketing budget allotment may be made
so that ROI is acceptable to finance department of the pharma firm.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<u><span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Pharma marketing
is always on shifting sands<o:p></o:p></span></u></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Pharma marketing
- delivering value is always on shifting sands.
What did well in 1970s, will not work in 2018. Appoint a MR, provide him with a bag full of
samples, printed literatures, freebies and the paper visual aid; ask him to
meet 10 doctors and 5 chemists; and expect growth in sales - month after
month. The market reality is more
complex. There are atleast 10 MRs
meeting each doctor per day; each MR gets 15 seconds to 120 seconds per
doctor. The doctor is bombarded with 750
brand names per month by all pharma sales personnel. Each pharma marketer is trying to create a
WOW moment in the in-clinic activity.
Quality and regular visits by MRs are a means of survival, taken for
granted. <i><u>How much more can the pharma marketers offer as promotional value
and product value to pharmacies and patients (not just doctors) has become the
real question</u></i>. <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">The ethical
marketers have to spar with PCD operators and semi-PCD companies. In any major town there are atleast 300 to
500 PCD and semi-PCD operators. They are
all local operators. With digital
penetration to patients, the pharma marketer has another imbroglio to solve:
how much of marketing resources, efforts and time allotment to
doctor/pharmacy/patients?<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Chatbots are
another source of disruption in healthcare field. Check this link: https://medicalfuturist.com/top-12-health-chatbots </span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">
</span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">So growth is not
easy in the current societal and technological context. Patient empowerment has changed the dynamics
between doctor and patient. Right Sugar
and other antidiabetics too are advertised in newspapers. Ayurvedics and nutraceuticals are available
for order through the web. FENFURO has
seen geometric growth in sales through amazon.in (FENFURO has relied on the
third prong of the fish-fork model of pharma marketing product promotion).<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;"><br /></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Conclusion: how
to use the fish-fork model of pharma market product promotion?<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">The fish-fork
model of pharma product promotional practice puts into perspective various
generic approaches possible to reach buyers of Rx and non-Rx products produced
by pharma companies. Which prong of the
fish-fork model of pharma product promotion, how much, what sort of programs…all
this depends on the SWOT of company and its operating market. It depends also on the management - their
gut-feel and wisdom and response behavior.
In any case, a one-pronged approach will create a lame horse. Better use the three pronged fish-fork model
of pharma product promotion!!!<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<i><span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Thanks
for reading this blogpost, do feel-free to roll down the cursor and read all
other posts; take a moment and recommend this blog to your friends/colleagues …
have a great Dec 2018 (last month of the Gregorian calendar).<o:p></o:p></span></i></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;"><u>Here is a
closing limerick:</u><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Fish<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">To catch a fish<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Patience one
should relish<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Many have cast
their lines<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Fishing is not improved by whines<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">
</span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "times new roman" , "serif"; font-size: 12pt;">Use imagination
and intellect to fish or perish!</span></div>
</div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-76608014098148980892018-07-06T16:45:00.003+05:302018-07-06T16:45:51.781+05:30THE WEARER KNOWS WHERE THE SHOE PINCHES<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div align="center" style="background: white; margin-bottom: .0001pt; margin: 0cm; text-align: center;">
<strong><u><span style="color: black;">THE WEARER KNOWS WHERE
THE SHOE PINCHES</span></u></strong><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<br /></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">(<em>A
short narrative poem on the despondent pharma employee's work life</em>)</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<br /></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">In
search of a job</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">He
turned the door knob</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">During
the interview</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">They
liked his view</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">Selected
to work</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">He
joined as a young Turk</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<br /></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">Contributions
he made</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">His
outputs did not fade</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">All
new concepts</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">With
daring he accepts</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">And
executes with aplomb</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">To
the liking of all along</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<br /></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">Alas,
his work did not protect his role</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">Diluted
now, his role has taken the toll</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">Others
get more pay and benefits</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">They
ride on my work and are less fit</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">Such
a fate does never happen to a contributor</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">Yet
it is my fate, to bear this, for I am a family ‘pater’!</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<br /></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">I
pray to the Almighty</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">To
give deliverance from this - blithely</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">For
justice done to me shall favour the master</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">Quality
work is central to the matter</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">The
wearer has a pinching shoe with no hope</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">Only
the Lord above has to give strength to cope</span><span style="color: black; font-family: "Arial","sans-serif"; font-size: 14.0pt;"><o:p></o:p></span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<br /></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;"> -
Sunil S Chiplunkar (6.7.18)</span></div>
<div align="center" style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0cm; orphans: 2; text-align: center; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;"><br /></span></div>
<div style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin: 0cm 0cm 0.0001pt; orphans: 2; text-align: left; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: black;">This poem is dedicated to all those who can be in the shoes of the above person, and to the many many family breadwinner employees, I know who are silently coping the goings-on in their pharma life, for the sake of their family. </span></div>
</div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-88451514675212922422018-05-15T14:44:00.002+05:302018-05-15T14:44:40.705+05:30REPURCHASE<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg_2gpPtb0NjZhSScop_tuSfAbttkfn5bfHoX3NBqd5Hf47EeKs6BLJFBbGKSsiitKlTxjOsUJTPdfr4TiKSOYci5HIQ89G5pnzcQYP7kRoBLWqgkfjhumj6rRBU2cg7ErYj05AUMsXRN8/s1600/BGR+34.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1000" data-original-width="750" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg_2gpPtb0NjZhSScop_tuSfAbttkfn5bfHoX3NBqd5Hf47EeKs6BLJFBbGKSsiitKlTxjOsUJTPdfr4TiKSOYci5HIQ89G5pnzcQYP7kRoBLWqgkfjhumj6rRBU2cg7ErYj05AUMsXRN8/s320/BGR+34.jpg" width="240" /></a></div>
<div class="MsoNoSpacing" style="text-align: center;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><br /></span></div>
<div class="MsoNoSpacing" style="text-align: center;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Repurchase is one of the strong points for success of above brand from <a href="http://www.aimilpharmaceuticals.com/" target="_blank">AIMIL</a>, this Ayurvedic company has a very vibrant e-commerce website too: </span><span style="font-family: "Times New Roman", serif; font-size: 12pt; text-align: left;">https://www.bgr-34.life/</span></div>
<div class="MsoNoSpacing" style="text-align: center;">
<span style="font-family: "Times New Roman", serif; font-size: 12pt;">Digital marketing is playing a major role in engineering repurchases!</span></div>
<div class="MsoNoSpacing" style="text-align: center;">
<span style="font-family: "Times New Roman", serif; font-size: 12pt;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkHLeKG5E5vjy0RML7-L_gR0k9PJ9V6JWlvcDQl0LluiyKj9FVS83kawkeA1sI4O5g9w2zFwFNtHz3YrEEztRefy8QPRSRE1XyH8kGt8gRcr71IA3xvVmYXVsKUus6dQJxU_GkTd2d3ZA/s1600/satvam.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="600" data-original-width="600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkHLeKG5E5vjy0RML7-L_gR0k9PJ9V6JWlvcDQl0LluiyKj9FVS83kawkeA1sI4O5g9w2zFwFNtHz3YrEEztRefy8QPRSRE1XyH8kGt8gRcr71IA3xvVmYXVsKUus6dQJxU_GkTd2d3ZA/s320/satvam.png" width="320" /></a></div>
<div class="MsoNoSpacing" style="text-align: center;">
<span style="font-family: "Times New Roman", serif; font-size: 12pt;">Another very interesting concept product is SATVAM HERBAL DRINK, as such, it is a herbal water product. Their interesting website is here: </span><span style="text-align: left;"><span style="font-family: Times New Roman, serif;"><a href="http://hardikherbals.com/about/">http://hardikherbals.com/about/</a></span></span></div>
<div class="MsoNoSpacing" style="text-align: center;">
<span style="text-align: left;"><span style="font-family: Times New Roman, serif;">Satvam Herbal Water too has a bounty of repurchase potential, adding to its success!!</span></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><br /></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The word REPURCHASE
OR REPEAT SALES is significant for enduring pharma marketing success.<span style="mso-spacerun: yes;"> </span>When there are repeat prescriptions, or when patients
embrace repeat purchase of products, or when there are autopurchases of
products (direct purchasing by patients or users), the significance of word
REPEAT, becomes apparent to marketers for experiencing ongoing marketing
success.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><b>Ayurvedic
products</b>, nutraceuticals and cosmetics thrive on repeat purchases by end
consumers.<span style="mso-spacerun: yes;"> </span>For example, BGR 34 as featured above. Another classic example of auto-purchased or repurchased product is: Becosules Z, which is a
significant auto-purchase item (entire Becosules range is Rs. 232.20 crores MAT value, April 2018, AIOCD AWACS report).<span style="mso-spacerun: yes;"> </span>After a
prescription is generated for BECOSULES Z, the patient becomes conscious of the
choice he can make for being with the brand long-term, as the importance of
vitamins and minerals for wellness is now a well-known matter.<span style="mso-spacerun: yes;"> </span>Hence, Becosules Z is an enduring pharma
success brand.<span style="mso-spacerun: yes;"> </span>This logic applies to
Ayurvedic medicines too.<span style="mso-spacerun: yes;"> </span>Known to
support disease management and wellness, autopurchase repeat buying of Ayurvedic
brands such as Liv 52 has enabled such brands to become big guns in branded
markets.<span style="mso-spacerun: yes;"> </span>ORSL (now with J and J), a
wellness healthcare product, too has had its tryst with success thanks to
auto-purchase by patients, from pharmacies.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><br /></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">REPURCHASE IS REQUIRED FOR BRAND BUILDING AND SUCCESS</span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The word repeat
is most vital for pharmaceutical successes.<span style="mso-spacerun: yes;">
</span>Repeat doctor calls, repeat detailing of target brands by MRs, repeat
purchases by channel members (stockists, sub-stockists, dispensing doctors,
nursing home/hospital pharmacies and all other retailers), and repeat buying by
end consumers - these are required for sustained pharma success. Products and brands
aimed for repeat purchase, including management of lifestyle diseases and
chronic diseases (diabetes mellitus, thyroid disease, liver disease (fatty
liver & hepatitis etc), osteoporosis, osteoarthritis, cardiac diseases like
hypertension and other types of chronic skin diseases) - always enjoy higher
sales in the pharma firmament due to repeat purchases (some products are for life-long, as in case of antidiabetics).<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<u><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Hence, two key classes
of products emerge for sustained pharma success</span></u><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">: <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="margin-left: 54.0pt; mso-list: l1 level3 lfo3; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">a)<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Repeat-purchase
prescription products</span></b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"> due to chronic or longer term
prescriptions <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 54.0pt; mso-list: l1 level3 lfo3; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">b)<span style="font: 7.0pt "Times New Roman";"> </span></span></span><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Auto-purchase</span></b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"> of
products by patients for self-management of health (these may be prescription-only
products, OTC products or OTX products…).<span style="mso-spacerun: yes;">
</span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">In the former <b style="mso-bidi-font-weight: normal;">repeat-purchase prescription products</b>
class, prominent examples are antidiabetics, antihypertensives, derma products,
and antiosteoporosis medications.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">In the latter <b style="mso-bidi-font-weight: normal;">auto-purchase</b> class, we have Ayurvedic
products, toothpastes and oral care range products, nutritional items (brands
such as B Protin) or products called nutraceuticals, and simple allopathic
brands such as Crocin, and other pain killers, multi-vitamins etc.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Among these two
classes, the <b style="mso-bidi-font-weight: normal;">auto-purchase class</b>
requires <i style="mso-bidi-font-style: normal;"><u>increased marketing communication
directed towards end-users, and relatively decreased messaging to doctors</u></i>.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">To generate
repeat prescriptions for antiepileptic brands, antihypertensives,
antidiabetics, various injectables including pen insulin preparations etc., in <b style="mso-bidi-font-weight: normal;">repeat-purchase prescription products</b>
class, <i style="mso-bidi-font-style: normal;"><u>more marketing activities
towards doctors, rather than end consumers - is required</u></i>.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">This is the
FUNDAMENTAL STRATEGIC DIFFERENCE between the two classes of products - they
both rely on repurchase by patients for sustaining or boosting sales.<span style="mso-spacerun: yes;"> </span>In the prescription based products,
repeat-purchase ensures sustained sales for the company, and in the case of
products that do not depend much on prescriptions, the auto-purchase happens
due to purchaser or user’s decision to buy the product.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<u><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Thus, there are
two patterns of repurchase by end consumers</span></u><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="margin-left: 45.0pt; mso-list: l0 level3 lfo2; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">a)<span style="font: 7.0pt "Times New Roman";"> </span></span></span><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Repeat-purchase
of mainly prescription products:</span></b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"> this refers to the repeated
purchase of products due to the advice of doctor (eg., antidiabetics).<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 45.0pt; mso-list: l0 level3 lfo2; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">b)<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Auto-purchase</span></b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">
refers to the repeated purchase of products, which may not be due to advice of
doctor (it could be due to influence of advertisements or virally forwarded
messages or word-of-mouth advice from well-wishers or due to inferences from
the purchaser’s information gathering behavior).<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">From
the marketer’s toolbox:<o:p></o:p></span></b></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="margin-left: 31.5pt; mso-list: l0 level4 lfo2; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><u><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">How to use the right stratagem</span></u><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">?<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">There are three
main marketing plays for pharmaceutical products/healthcare goods: <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="margin-left: 49.5pt; mso-list: l2 level4 lfo1; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">a)<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Rx market<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 49.5pt; mso-list: l2 level4 lfo1; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">b)<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">OTC market<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 49.5pt; mso-list: l2 level4 lfo1; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">c)<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">OTX market<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Marketing success
starts after understanding which marketing play matters most for the
product.<span style="mso-spacerun: yes;"> </span>If it is an injectable or
specialised drug delivery system (like a suppository) or an important disease
management product like antidiabetic or antiepileptic etc, the product is sure
to be a pure Rx play.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Simple
pain-killers, cough mixtures and other nutritionals can fall into the OTC
market.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The large and
interesting market is the OTX market, where marketing activities are directed
to influencers like doctors <i><u>and also at the end-consumer</u></i>.<span style="mso-spacerun: yes;"> </span>Nutritionals and nutraceuticals, Ayurvedic
products and non-complex formulations come in this fort.<span style="mso-spacerun: yes;"> </span>OTX is a combination of OTC
(over-the-counter) and X (from Rx or prescription only).<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Some products
may start from Rx and move onto OTX marketing play.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><u><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Definition
of repeat purchase</span></u></b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">:<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<i style="mso-bidi-font-style: normal;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The
buying of a product by a consumer of the same brand name previously bought on
another occasion</span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Repeat purchase
or repurchase is a measure of brand loyalty.<span style="mso-spacerun: yes;">
</span>If a doctor prescribes a brand repeatedly, or a patient/user buys a product
repeatedly either on recommendation by a doctor or auto-purchase through other
influences, it is a repeat purchase behavior that boosts sales.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Today’s pharma
market requires many a strategy, including focusing on ensuring repurchases:
repeat-purchase or auto-purchase.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Spray and pray: is
a strategy to promote brands to many prospect doctors, and pray for conversion
to sales!<span style="mso-spacerun: yes;"> </span>This strategy in today’s
context, where time and resources are stretched to the last, just will not
work!<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Hence, in certain
geographies and for certain product types, marketing communication and product
promotion activities should be more oriented towards stimulating and
reinforcing <b style="mso-bidi-font-weight: normal;">repeat-purchase of prescription
products or auto-purchase of products.<span style="mso-spacerun: yes;"> </span><o:p></o:p></b></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">THE
BEST FORM OF SALES SUCCESS COMES WHEN THE PRODUCT OBTAINS sales that are from:
REPEAT!<span style="mso-spacerun: yes;"> </span>REPEAT!! </span></b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Limerick:</span></b><span style="font-family: "Times New Roman", serif; font-size: 12pt;"> </span></div>
<div align="center" class="MsoNoSpacing" style="text-align: center;">
<b style="mso-bidi-font-weight: normal;"><u><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Repurchase<o:p></o:p></span></u></b></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div align="center" class="MsoNoSpacing" style="text-align: center;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Sales success is
not easy<o:p></o:p></span></div>
<div align="center" class="MsoNoSpacing" style="text-align: center;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Dosen’t come if
you are only breezy<o:p></o:p></span></div>
<div align="center" class="MsoNoSpacing" style="text-align: center;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Strategists ought
to focus on repurchase<o:p></o:p></span></div>
<div align="center" class="MsoNoSpacing" style="text-align: center;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">It is, to get a
confident face<o:p></o:p></span></div>
<div align="center" class="MsoNoSpacing" style="text-align: center;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">‘Repeat-purchase’
and ‘auto-purchase’ saves the day – avoids being cheesy!<o:p></o:p></span></div>
<div align="center" class="MsoNoSpacing" style="text-align: center;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Quotable
quote</span></b><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">:<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<i style="mso-bidi-font-style: normal;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Make
a customer, not a sale</span></i><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">: <a href="http://articles.chicagotribune.com/1997-03-30/features/9703300364_1_customers-saks-fifth-avenue-financial-publications" target="_blank">Katherine Barchetti</a></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Thanks for
reading this blogpost, please scroll down, read all other posts (click on older
posts as and when required) & kindly recommend this blog to your acquaintances.</span></div>
</div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-46701696008577012552018-01-01T15:14:00.004+05:302018-01-01T15:14:42.097+05:302018: the year of Old-age companion robot (OCR)<div dir="ltr" style="text-align: left;" trbidi="on">
<b>Happy New Year 2018, dear reader</b>!!<br />
<br />
I was at ASICON 2017, Jaipur (25.12.17 to 30.12.17), an All India General Surgeons' Conference, for official booth activity and, while conversing with a doctor about laparoscopic surgery and its steady growth in India, I asked him: "What next?" He replied: "Robotics in surgery!"<br />
<br />
Robotics, and AI shall have a deep impact on surgery and healthcare delivery. In fact, there is a big market for the 'Old-age companion robot' (or OCR)...by the way - this is my abbreviation and concept.<br />
<br />
Robotics for elderly is a technology subject that is already on the move:<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjeru0Ft0yLmJsUoLwwEpxfytfP4HFWiItnwjMObwkZWhNMPyoytMwG6h_lx5uPBbWYLhC02MqKr8MyHFG9eE788by1vCJAcZCu4UbKDj6hKLk2tlVr3Qr7UEs-hyuO4TTBAtesqjv839k/s1600/old.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="666" data-original-width="1000" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjeru0Ft0yLmJsUoLwwEpxfytfP4HFWiItnwjMObwkZWhNMPyoytMwG6h_lx5uPBbWYLhC02MqKr8MyHFG9eE788by1vCJAcZCu4UbKDj6hKLk2tlVr3Qr7UEs-hyuO4TTBAtesqjv839k/s320/old.jpg" width="320" /></a></div>
Above image from here:<a href="https://globalhealthaging.org/2015/03/20/how-robot-technology-is-caring-for-the-elderly/" target="_blank"> click</a>!<br />
<br />
However, the positioning ought to be about companionship through robots rather than care-giving for the elderly. Companionship is a broader term, which can include care-giving.<br />
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Across India and the world, nuclear families are putting the elderly in a tight spot. Even fit elders face the challenge of loneliness. Earlier, in the joint family system, elders played the role of patrons of family life for their children and grandchildren. Today, there is a different scene: living together for grown up children and their parents may not be practical...for instance, the younger ones travel and live away for occupational reason,s or may want to be separate due to change in generational values. <br />
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This is where robotics can provide the supportive and companionship role (including care-giving). So what can a robot do?<br />
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a) To begin with, in the morning: the OCR (Old-age companion robot) can wake up the elderly person at a predefined time and remind him of the work or activity as entered by the elderly person himself or his doctor for the morning. For instance, the OCR (Old-age companion robot) can provide the wake-up alarm input at 7.00 am and wish him well for the day... perhaps the pre-recorded voice of his/her daughter can be used for the same, and remind him or her to do 20 minutes of kapala bharati pranayama exercise.<br />
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b) The OCR (Old-age companion robot) can simultaneously play the elderly person's favourite compatible music from its robotic body while the gent or lady is doing the exercise and pranayama regime.<br />
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c) The OCR (Old-age companion robot) may also be able to check the blood sugar reading through a pin prick from a particular slot...and provide the electronic reading. Similarly, by placing the finger tips the blood pressure and heart rate could also be measured.<br />
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d) Sensors in the OCR (Old-age companion robot) should be developed so that a watchful eye is on the elderly person's gait, and breathing...if there are any abnormalities, the OCR (Old-age companion robot) can send an emergency ring/message to the nearest healthcare provider and relative.<br />
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e) Taking medicines and food on time, is complicated by inertia, weakness, slight depression and forgetfulness of the elderly person. The OCR (Old-age companion robot) should be programmed to provide the reminder input for the same and confirm it to the caregiver or relative through auto sms.<br />
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f) The OCR (Old-age companion robot) should be enabled to provide mobile telephony. This way the elderly person should only request the OCR (Old-age companion robot) to ring up the relative or children, thereby enabling easy communication.<br />
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g) The OCR (Old-age companion robot) ought to also do small jobs such as bringing a glass of water!<br />
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h) The mobile OCR (Old-age companion robot) would be very useful if it could be a multimedia device, providing access to internet, having a small screen for viewing TV or internet telephony and generally helping in accessing the world and communicating.<br />
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i) Jokes, humour, small puzzles and stories (including news stories) provide uplifting interactive moments for the elderly, an OCR (Old-age companion robot) giving this fare will surely make the robot very relevant to the person.<br />
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Elderly life among couples is further complicated due to irritability, inability to help one another due to personal health issues, and the presence of bad or reduced communication between the two. Thus, the OCR (Old-age companion robot) becomes handy for the elderly couple to meet their needs without getting into daily quarrels.<br />
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Care-giving robots is a higher concept; it is more interactive, clinical oriented and supportive. But the need is for firstly, the OCR (Old-age companion robot) concept, <i>which helps make the elderly person's life easier, it need not be care-giving, the OCR should smartly be making the life of the elderly smoother and happier, filling the mental void and providing a moving smiling presence in the elderly individual's life</i>.<br />
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I hope robot manufacturers understand this need in the elderly segment, and declared <b>2018 as the year of OCR (Old-age companion robot) for elderly.</b> Affordable models of such robots will surely be gifted by the children to their elders. This smart robot machine can make the life of elderly happier and easier, while soothing the sensitive hearts of their children.<br />
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Endquote:<br />
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"To care for those who once cared for us is one of the highest honors" - Tia Walker</div>
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<i>Kindly read all other blogposts here, and do recommend this blog to your acquaintances!</i></div>
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Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-19507491405298777302017-11-19T20:13:00.000+05:302017-11-19T20:28:08.620+05:30Training continuum<div dir="ltr" style="text-align: left;" trbidi="on">
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'Tell me and I forget, teach me and I may remember, involve me and I learn'</div>
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- <i>Benjamin Franklin</i></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijDTTxa08ilhJWTvaVRJLlQ1QNP5ggcXIbCGVQlQfa0CU40WULIVf23RcZlDDcJ8u8b5M7uAWEekFPQH5TNu6opq0BKkRkrWQ11hDG2vFUnKLN1c4MeL8DFtErQAWHE3ATJExPdK-mUtI/s1600/training+continuum.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="725" data-original-width="1227" height="189" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijDTTxa08ilhJWTvaVRJLlQ1QNP5ggcXIbCGVQlQfa0CU40WULIVf23RcZlDDcJ8u8b5M7uAWEekFPQH5TNu6opq0BKkRkrWQ11hDG2vFUnKLN1c4MeL8DFtErQAWHE3ATJExPdK-mUtI/s320/training+continuum.jpg" width="320" /></a></div>
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Among all the organizational activities, training is a crucial intellectual on-going process that helps to align organizational members to the vision and mission of a firm, this is in terms of the employee's KNOWLEDGE, SKILLS AND ATTITUDE.</div>
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<b>Knowledge</b> is gathered through experience, listening, discussing and reading. Knowledge is vital as it forms the basis of skills. For example, knowledge of a product's talking points is the foundation, however, it's application through extempore detailing in a prospect's clinic, and highlighting only the relevant points, is the skill of a 'detailman'. Application of knowledge in tactical activities for producing the relevant outcome is a person's skill set.</div>
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<b>Attitude</b> is 'response behaviour'. The pharmaceutical and healthcare product market is full of opportunity and challenges, verily, the market is the workplace of a field person, which is aided by the resources provided by his employers. The attitude of an MR (Medical Representative), determines his involvement in field activity. This involvement is not only due to his/her behavioural disposition, it is also due to the company's resources, image, MIS system (Management Information System ie., reporting system), and strategy (direction of application of the resources and use of time), <b><u><i>AND, finally, VERY MUCH DUE TO the TRAINING system of the company</i></u></b>. Hence, to get productive attitude (response behaviour) of a field marketing person, <span style="background-color: yellow;">three main factors</span> are influential:</div>
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a) Resources (such as samples, literature, videos and other collaterals, including the complimentaries)</div>
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b) Strategy (direction of application of resources and use of time; the planning or blue-print based on which the field person works; and other strategic aspects such as the reporting system etc)</div>
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c) Training (system that empowers the field person with internal resources, including knowledge and skill sets for producing required behavioural work outcomes)</div>
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The training approach can be broken down into clearly defined steps as shown in above graphic entitled: training continuum.</div>
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The training elements present in the training continuum are:</div>
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a)<b> Confidence</b>: which is the absence of fear. This can be a major a stumbling block for the employee or person in his quest to provide his best productive behaviour. The fears could be: inability to strike conversation with strangers, hesitation to make an enthusiastic sales pitch, or a wave of panic when setting out to meet the high and mighty (example rich, authoritarian and qualified doctors) or other 'gremlins'. Hence, the company training program should be so designed that it anticipates such fears and helps remove them, to create confidence or fearlessness in the trainee. Absence of fear energizes the field person.<br />
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b) <b>Motivation</b>: After addressing the fears of a MR or field person, through discussions and training modules, it is vital to give motivation, provide external inputs that he or she is on the right path, aligned with his company and personal career goals. This helps him generate enthusiasm since his life-occupational goals are synchronous with that of his employers, and there is all round progress in his life.<br />
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c) <b>Guidance</b>: After providing impetus to his morale, one should come to the brasstacks: provide specific guidance on various things that need to be done to gain the knowledge and skills, as per job requirement.<br />
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d) <b>Material support</b>: Many activities require suitable collaterals, adequately designed spaces and other paraphernalia (infrastructure). This ensure training outcomes are delivered.<br />
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e) <b>Modelling</b>: is a crucial training exercise. It is one thing to say how a pitch is to be delivered, and it is another thing to actually demonstrate in-clinic activity, in-stall activity and in-pharmacy activity. Modelling provides a template for the MR or trainee to execute job activities in his style. Many a trainer fails to provide sufficient modelling inputs and this can become the training program's Achilles heel.<br />
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f) <b>Practice sessions</b>: are the cake of any training session. After gaining confidence of the trainee, motivating him, giving guidance, ensuring material support and infrastructure, and showing how the job work is to be done... the actual intense sessions start with simulation/practice sessions. This ensures discipline, skill build-up and supreme confidence. After all, it is in playing with the football that makes aspirants great players.<br />
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g) <b>Evaluation</b>: is the process of transparently measuring progress of a trainee on mutually known parameters. Evaluation provides the basis for knowing 'where we are' and 'where we should go'...it creates seriousness and ensures the trainee adapts to training schedules vigorously.<br />
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h) <b>Feedback</b>: is a strategic input provided by the trainer to the trainee, this has to be done objectively and the intent is to make the trainee feel comfortable with his progress report. It is not to humiliate or demotivate. Feedback also strengthens the sense of purpose in a trainee.<br />
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<b>Philosophical closing remarks</b>:<br />
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Training programs are crucial events in a trainee's life. If the seriousness, sense of purpose and utility value are high, the training/learning sessions can be life-transformational events. Training program experiences have a life-long bearing on the trainee, and the trainee always titrates to his training learnings in future time. For a trainer it may be a routine or mundane activity of his professional life, but for a trainee, the impact is often humongous, provided the training experience is nonpareil.<br />
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<u>In life we are subconsciously or consciously working ceaselessly for strengthening</u>:<br />
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a) <b>Self-identity</b>: our occupation, material acquisitions, academic qualifications, knowledge level, skill sets, relationships (including marital and with relatives/family members) and other socio-materialistic procurements are meaningless if they do not in some way or the other add to our self-identity. We value most of those things that strengthen our self-esteem and self-identity.<br />
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Imagine the hardwork, risk, concentration and 'joyful pains' the Haryanvi medical student Ms. Manushi Chhillar has undergone to obtain the Ms. World 2017 title in Sanya, China. This drive of Ms. Chhillar is probably related to her youthful need to obtain maximum self-identity. It is human to feel great when one's identity is reinforced.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJqCEiGTbEDdsSJ4Tz95QRathdgAgpsAnoUNL07Oxp-anMlxx5smTiShbIMMqFjJu_gFspY-zH0u2F5M_zYpegizd1tuQkYUwdgN_4cxvRxcPn-KOUPEzIVkUnA56cHT1yo-0Ezgn6bMY/s1600/Manushi+Chhillar.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="362" data-original-width="643" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjJqCEiGTbEDdsSJ4Tz95QRathdgAgpsAnoUNL07Oxp-anMlxx5smTiShbIMMqFjJu_gFspY-zH0u2F5M_zYpegizd1tuQkYUwdgN_4cxvRxcPn-KOUPEzIVkUnA56cHT1yo-0Ezgn6bMY/s320/Manushi+Chhillar.jpg" width="320" /></a></div>
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Above foto from <a href="https://economictimes.indiatimes.com/magazines/panache/indias-manushi-chillar-crowned-miss-world-2017/articleshow/61703676.cms" target="_blank">here</a> (please click)</div>
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b) <b>Self-realization</b>: is about going beyond self-identity and working for self-realization (God realization). It is about understanding the importance of non-materialistic non-Earthly pursuits of life. Self -realization refers to the spiritual basis of one's life. One is empty if there are no spiritual activities and goals.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6YijHfVY8IFklE1lXd-G1Kfv-Tzg9GVTqPdSH3iaTyrJiOSu78H6JNdBxp9pyuBPILOBrUKeCo_hw0eM483ZDaCUqsIjp7IAAlzSjg2dRnhy0MN1N16Jcs04pzfHdd-F9XjPtQFplyqg/s1600/Life+continuum.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="521" data-original-width="981" height="169" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6YijHfVY8IFklE1lXd-G1Kfv-Tzg9GVTqPdSH3iaTyrJiOSu78H6JNdBxp9pyuBPILOBrUKeCo_hw0eM483ZDaCUqsIjp7IAAlzSjg2dRnhy0MN1N16Jcs04pzfHdd-F9XjPtQFplyqg/s320/Life+continuum.jpg" width="320" /></a></div>
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The foundational feeling is absence of fear (ie., confidence) for pursuing goals related to self-identity and self-realization. Presence of fear retards or halts progress in above two dimensions of the life continuum. Hence, in the book: SONG OF THE DIVINE (Bhagavad Gita), the guide Lord Krishna reiterates that the first trait of an ideal man is ABSENCE OF FEAR. So be confident, but do not throw caution to the winds, in your goals of life!</div>
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<span style="background-color: yellow;"><span style="color: orange;"><i><b>I wish each reader of this blog ALL THE BEST in his journey of self-identity and self-realization goals.</b></i></span></span></div>
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Thanks for reading this blogpost, kindly go through all other blogposts, and please recommend this blogpost to your colleagues.</div>
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Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-60688222937419742572017-10-14T20:08:00.000+05:302017-10-14T20:08:37.306+05:30PV era begins?!<div dir="ltr" style="text-align: left;" trbidi="on">
PV (or pharmacovigilance) era is stuttering to a start and is looking to stay forever in India. As per WHO, PV (pharmacovigilance or drug safety) is 'the science and activities relating to the detection, assessment, understanding and prevention (DAUP) of adverse effects or any other drug-related problem'.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj8TRpq1QHzXy6RE6u8502oIW6VPn2f3UJms-Ua9NmmebZa4uqWbwKyl2nQdePQ5oFb6c8tfBwqHlbAkzdxCABdFrWt1dz8pjjt1R3FBqUduee_ZHTgC6MuMIn9mabtPBzVhK00_lLJTm8/s1600/Medpace_Pharma_Chart_v3.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="612" data-original-width="792" height="247" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj8TRpq1QHzXy6RE6u8502oIW6VPn2f3UJms-Ua9NmmebZa4uqWbwKyl2nQdePQ5oFb6c8tfBwqHlbAkzdxCABdFrWt1dz8pjjt1R3FBqUduee_ZHTgC6MuMIn9mabtPBzVhK00_lLJTm8/s320/Medpace_Pharma_Chart_v3.png" width="320" /></a></div>
The above interesting image from <a href="https://www.medpace.com/capabilities/safety-and-pharmacovigilance/" target="_blank">here</a>.<a href="https://www.medpace.com/capabilities/safety-and-pharmacovigilance/" target="_blank"> </a><br />
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So here is my viral post on whatsapp:<br />
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<span style="background: white; font-family: "Times New Roman", serif; font-size: 12pt; line-height: 115%;">IMPORTANT PHARMA NUGGET
REGARDING PHARMACOVIGILANCE (drug safety) in India (13.10.17, Sunil S Chiplunkar)</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 115%;"><br />
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<span style="background: white;">Union Health Ministry has issued pharmacovigilance (PV)
guidelines to be implemented by MARKETING AUTHORISATION HOLDERS (MAHs). </span><br />
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<span style="background: white;">The guidelines are issued in </span></span><span class="object"><span style="background: white; color: #005a95; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><span id="OBJ_PREFIX_DWT419_com_zimbra_date" role="link" style="cursor: pointer;">Oct 2017</span></span></span><span style="background: white; font-family: "Times New Roman", serif; font-size: 12pt; line-height: 115%;"> and Govt of India has given 6 months time for its
implementation by the MAHs.</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 115%;"><br />
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<span style="background: white;">Govt of India has released the PV guidelines in form of a pdf
document for Marketing Authorisation Holders (MAHs) (Manufacturer and/or
importer of drug) of Pharmaceutical Products of India:<o:p></o:p></span></span></div>
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<span style="background: white; font-family: "Times New Roman", serif; font-size: 12pt; line-height: 115%;">The guidelines are
issued in </span><span class="object"><span style="background: white; color: #005a95; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><span id="OBJ_PREFIX_DWT350_com_zimbra_date" role="link" style="cursor: pointer;">Oct 2017</span></span></span><span style="background: white; font-family: "Times New Roman", serif; font-size: 12pt; line-height: 115%;"> and Govt of India has given 6 months time for its
implementation by the MAHs.</span><span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 115%;"><br />
<br />
<span style="background: white;">Govt of India has released the PV guidelines in form of a pdf
document for Marketing Authorisation Holders (MAHs) (Manufacturer and/or
importer of drug) of Pharmaceutical Products in India.</span></span></div>
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<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 115%;"><br /></span></div>
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<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 115%;"><span style="background: white;"><a href="http://ipc.nic.in/writereaddata/mainlinkFile/File740.pdf" target="_blank">ipc.nic.in/writereaddata/mainlinkFile/File740.pdf</a></span><br />
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<span style="background: white;">This is also called Draft Version 1.0</span><br />
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<span style="background: white;">MAHs should now have a pharmacovigilance cell or
department to fulfil the legal tasks related to: </span><br />
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<span style="background: white;">- ADRs (Adverse Drug Reactions) reporting,</span><br />
<span style="background: white;">- PSUR (Periodic Safety Update Report) updates</span><br />
<span style="background: white;">- ICSR (Individual Case Study Report) timelines and checklist</span><br />
<span style="background: white;">- PBRER (Periodic Benefit Risk Evaluation Report)</span><br />
<span style="background: white;">- PADER (Periodic Adverse Drug Experience Report)</span><br />
<span style="background: white;">- AE (Adverse Event) reporting</span><br />
<span style="background: white;">- Product Quality Complaints Management</span><br />
<span style="background: white;">- Medical Inquiries Management</span><br />
<span style="background: white;">- Signal Detection for Risk-Benefit Evaluation</span><br />
<span style="background: white;">- Risk Management Programmes (RMPs)</span><br />
<span style="background: white;">- Literature Monitoring for ADR case reports</span><br />
<span style="background: white;">-Training employees for ADR reporting</span><br />
<span style="background: white;">- Global compliance monitoring, audits and inspections</span><br />
<span style="background: white;">- Post marketing surveillance.</span><br />
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<span style="background: white;">The pharma company is expected to meet the PV legal
requirements thru' complete in-house department or have arrangement with PV
specialist CROs (CRO = Contract Research Organization) or mix of two with clear demarcations in responsibilities.</span><br />
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<span style="background: white;">Each pharma company shall have a PvMF (Pharmacovigilance
Master File) located in India, which shall document the PV system for all the
marketed products.</span><br />
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<span style="background: white;">Now as per Schedule Y of the Drugs and Cosmetics Act, 1945
each pharma company ie., MAH shall appoint a trained PvOI (Pharmacovigilance
Officer-In-Charge) who will be responsible for collection and processing of
AEs/ADRs following administration of drugs...the PvOI shall be a medical officer
or pharmacist trained in collection and analysis of ADR reports.</span><br />
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<span style="background: white;">Currently scope of PV system as per the pdf document are for:</span><br />
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<span style="background: white;">a) New drugs, subsequent drugs approved after 4 years</span><br />
<span style="background: white;">b) Biologics</span><br />
<span style="background: white;">c) Radiopharmaceuticals</span><br />
<span style="background: white;">d) Phytopharmaceutical products</span><br />
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<span style="background: white;">(Veterinary products and Medical Devices are excluded).</span><br />
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<span style="background: white;">PV structure should be clearly defined...the departmental
responsibilities and CRO responsibilities should be clearly demarcated in case
of PV CRO arrangement.</span><br />
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<span style="background: white;">The pdf also gives details on PV activity required for
pediatric and geriatric usage of products.</span><br />
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<span style="background: white;">PV concept is now a legal requirement and the UCPMP
(Uniform Code of Pharmaceutical Marketing Practices) is also on the anvil of
becoming a law...both these will have a mega impact on pharma marketing
activities (PCD or propaganda and distribution companies and small pharma
marketers/manufacturers will feel the impact significantly).</span></span></div>
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<span style="font-family: "Times New Roman", serif; font-size: 12pt; line-height: 115%;">NEVER A DULL DAY IN PHARMA FIELD!! Please scroll down to read all other posts, and kindly do recommend this blog to your colleagues.</span></div>
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Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-61827771863972750372017-06-25T22:45:00.000+05:302017-06-25T22:45:02.201+05:30WORK AND EUPHORIA<div dir="ltr" style="text-align: left;" trbidi="on">
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<i><span style="background: white; color: #222222; font-family: "Georgia","serif";">Show up,
work hard, be kind and take the high road!</span></i></div>
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<i><span style="background: white; color: #222222; font-family: "Georgia","serif"; font-size: 9.0pt; mso-bidi-font-size: 11.0pt;">– George Meyer (American producer and writer)</span></i><span style="font-family: "Times New Roman","serif"; font-size: 10.0pt; mso-bidi-font-size: 12.0pt;"><o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2kixDLjd_WcE16ZEed8eIoBslm_0REgq1EG2QGrU8ZrIvOycdy58ty-nucLF2JCHlqvIgHSHG0A8srjwyhR2ATmy3Z8W5YVA6vChsLIghUKfMBcJVlb9zZmHYA8HKClMh764R4hzAZ3g/s1600/work+and+euphoria+one.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="609" data-original-width="1481" height="131" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2kixDLjd_WcE16ZEed8eIoBslm_0REgq1EG2QGrU8ZrIvOycdy58ty-nucLF2JCHlqvIgHSHG0A8srjwyhR2ATmy3Z8W5YVA6vChsLIghUKfMBcJVlb9zZmHYA8HKClMh764R4hzAZ3g/s320/work+and+euphoria+one.jpg" width="320" /></a></div>
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<b style="text-align: justify;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><br /></span></b></div>
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<b style="text-align: justify;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Euphoria!</span></b></div>
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<br /></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">It is the need for euphoria that is
driving many dedicated people to work! Euphoria is a
heady feeling of enjoyment. For
pharmaceutical marketers, field-work is euphoria. Doctors too work for long intense hours in
surgical and clinical practice, it is euphoria for them! Euphoria of course cannot run without the material
rewards!!<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Trending
in euphoria!</span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The constant flux of events, the reality
of <i>MR-brand-company clutter</i>, the need
for differentiation, hunt for breakthrough disruptive practices, and newer
market dynamics (like the current GST challenge), create work opportunity and
more euphoria moments.<o:p></o:p></span></div>
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<br /></div>
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<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Essences
of pharma business<o:p></o:p></span></b></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">There are several things happening in
companies at various departments, and all company activities, actually, are geared
towards increasing consumption of the value offerings…this is the core of all
business goals in a firm. To increase
sales, pharma companies work on <i>messaging
and relationship management</i>.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Nevertheless, for a company to be a
market-stable and a potently expanding force, three essences are there:<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">a)<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal; font-variant-numeric: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Rack
stock management<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">b)<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal; font-variant-numeric: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Collection<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">c)<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal; font-variant-numeric: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Product
messaging and promotion<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Rack
stocks</span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">
refers to the inventory of a company’s product(s), in units, which are present
in the central warehouse, C and Fs or regional hubs/depots, at distributor
(stockist spots) places, and shelves of the retailer or dispensing doctor. Those companies that have real-time or
periodic robust data of rack stocks at the above points will naturally
undertake various programs to ensure healthy rack stocking (at all the above
points) through either liquidation programs or returning of stocks.<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">If a MR is monitoring the stockist rack
stock continuously, he will ensure to focus on liquidation programs for
specific SKUs or will ensure indenting of relevant SKUs from C and Fs to the
stockist points. <o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Similarly, such a rack stock monitoring
at chemist shelves and dispensing doctor level is vital for ensuring
consumption specific activities.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">In fact, Pfizer has a mobile app for
their MRs, and they get the stock level at stockist (wholeseller) level through
this method. This helps Pfizer MRs
launch marketing programs, liquidation of goods and optimal inventory level.<o:p></o:p></span></div>
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<br /></div>
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<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Collection</span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"> refers to the
money flow from market to company coffers.
Timely and sizeable collections on a daily basis is the dream of every
company management.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Product
messaging and promotion </span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">is the vital essence of marketing to ensure demand
creation. The main approach for product
messaging and promotion, in pharma marketing continues to be the MR’s focus on
doctors and chemists (pharmacies) … however; patient-centric communication and
activities are also roped in to ensure demand creation. Digital and other non-MR approaches for
product messaging and promotion play a complementary and supportive role.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">If any company manages above three
essentials, surely it will be in the pink of health! This requires new dimensions of thought and
activity, for rack stock management and fund transfer to company treasury;
along with this the core activity of product messaging and promotion.<o:p></o:p></span></div>
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<br />
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<i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Thanks
for reading this blogpost, please do read all others by scrolling down and
clicking on older posts…do recommend this blog to your acquaintances.<o:p></o:p></span></i></div>
</div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-41837009973416764622017-05-10T09:56:00.000+05:302017-05-10T09:56:29.209+05:30TIME FOR LOGO BASED MARKETING <div dir="ltr" style="text-align: left;" trbidi="on">
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<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The
logo defined<o:p></o:p></span></b></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">A logo (or logotype) is a design or
symbol used by an organization to identify its products, programs, corporate
identity and so on. The graphical mark
called logo helps identify a company, product, brand, or organization. A logo may be a wordmark or shape or
combination…it is used to help impress target audiences, create a memory hook,
build trust, strengthen brand registration and recall, provoke purchase-pull,
and adds to the intangible assets of a company.
A logo is part of the overall branding process and the brand itself.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">A logo is responsible for recognition
and trust building, when appropriately used in marketing communication. TV channels have standardized logos to help
viewers locate and stay on with the broadcast content. Logos of TV channels build up a reputation
for standing up to certain values and offerings. Egs.,: the logo of MTV stands for English
music and is youth-centric nature. CNN stands
for accurate and stylish newscast. Recognition
through logos makes a customer or prospect comfortable with the offered product
or service.<o:p></o:p></span></div>
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<br /></div>
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<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Logo
marketing for differentiation</span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Logos can go a long way in creating differentiation,
trust and market-pull. The best logo
example is the green dot for vegetarian food packs and red dot for
non-vegetarian food packs. This has
helped customers make their choice. Similarly,
ISI is a special mark indicating the acceptable and approved quality of a
product. The logo concept builds
identity, trust, and reputation, and has helped in consumption of products.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The marketing of products with logos that
stand for a certain assurance of quality or function helps in strengthening
customer choice towards the marketed brand.
A logo is a graphical representation of a brand promise. The successful marketing of a product is
boosted by a recognized and trust-inspiring logo.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">A
new market segment and a new logo based system of marketing<o:p></o:p></span></b></div>
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<br /></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">Pharma companies have to make the
inevitable choice to offer lower priced branded generics (these can be through
umbrella branding or individual product branding), given the push for such
products by Governmental policy makers. There
is sufficient evidence that an ecosystem for ‘<i>lower priced branded generics or unbranded generics</i>’ is being
encouraged by the Govt. of India. Hence,
it is essential to wise up to this new market trend. To enable brands, in this new market segment,
gain recognition and trust at patient level, uniform brand colours, fonts and brand
presentation needs to be done. Along
with this, the development of a logo will go a long way to sustain repeat
purchases by customers and attract prospects towards the promoted branded or
unbranded generic range of a company.<o:p></o:p></span></div>
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<br /></div>
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<b><i><u><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">If the government is serious on building
a “low cost generic (branded or unbranded) market” it can also launch a logo
similar to ISI and encourage pharmaceutical suppliers to use this logo on their
products to enhance patient/customer trust</span></u></i></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">! <o:p></o:p></span></div>
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<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">IT
IS LOGO TIME!<o:p></o:p></span></b></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The logo concept does to this new generic
pharma market segment, what the MTV logo does to their TV channel. <b>NEW
MARKET CHANNEL … NEW LOGO</b>!!<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><br /></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRceEGX7ljV-z9qzz9kc6_zhF_Drg3eu6hNUjsOBA2ZOL1Z2pfuPCMbzNtv0QsCVfnB1yUV027MLU9BLEeX_eU16CF1W6gpbjFYh3k32opcoKD7_QucaCvDovhEMH_vGP-QbU_QIT6qAo/s1600/MTV+logo.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRceEGX7ljV-z9qzz9kc6_zhF_Drg3eu6hNUjsOBA2ZOL1Z2pfuPCMbzNtv0QsCVfnB1yUV027MLU9BLEeX_eU16CF1W6gpbjFYh3k32opcoKD7_QucaCvDovhEMH_vGP-QbU_QIT6qAo/s1600/MTV+logo.gif" /></a></div>
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<b style="font-family: 'Times New Roman', serif; font-size: 12pt;">Tidbits</b><span style="font-family: 'Times New Roman', serif; font-size: 12pt;">:</span></div>
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<br /></div>
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<u><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">One interesting logo concept used
by Bangalore based Group Pharmaceuticals</span></u><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">:<o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHqwDdZ8uI1pnhe7aY3wJQxuiktwRZULh1L0lODUsVXHupAeSEdsHqhmpz-MKQAQk1SkK6rZ_h3NFQHmlWaTls7qrYgdo-eBU9SSF3dG8oRiku8m8sUkTeLQ_vzLj2NFNWmw6DdyyVeLE/s1600/Glowdent.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHqwDdZ8uI1pnhe7aY3wJQxuiktwRZULh1L0lODUsVXHupAeSEdsHqhmpz-MKQAQk1SkK6rZ_h3NFQHmlWaTls7qrYgdo-eBU9SSF3dG8oRiku8m8sUkTeLQ_vzLj2NFNWmw6DdyyVeLE/s320/Glowdent.jpg" width="180" /></a></div>
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<br /></div>
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<span style="font-family: 'Times New Roman', serif; font-size: 12pt;">The above is a logo for assurance of quality
and reinforces brand identity of the dental range from this company.</span><span style="font-family: 'Times New Roman', serif; font-size: 12pt;"> </span></div>
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<br /></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The following are interesting newspaper article
foto posts on the raging generic medicines issue, a logo concept will certainly
help differentiate low cost branded or unbranded generic medicine offerings by
various companies (including Jan Aushadhi) for ensuring quality, trust,
purchase-pull, and building reputation.<o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIX0d2YK5v5UtNwdKA5waDYiupTbQSIhBaKo6kg5SatgN3GepJYZmqCcdObyZOOPvwzxaqJ-Re9tUG8IvboKDICwfnCR9DlNNE6JUmeUEFbT2eR8Ph3Sw4zwTrA8qY23iQkTmdZpeRAOc/s1600/Deccan+Herald.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="179" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIX0d2YK5v5UtNwdKA5waDYiupTbQSIhBaKo6kg5SatgN3GepJYZmqCcdObyZOOPvwzxaqJ-Re9tUG8IvboKDICwfnCR9DlNNE6JUmeUEFbT2eR8Ph3Sw4zwTrA8qY23iQkTmdZpeRAOc/s320/Deccan+Herald.jpg" width="320" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWXFd9TDhnNzHvGMp9L-dJP5zxFtL0UIIr3nWJtkUOW0NfFkKUim3VoIcivPo9GntIRqtcOCHERn_6f1A0rSyGITcyk4yn2NThNbh4-9ZodJiu2w7LdThB4CxsTus-sScsjNdy9buLX74/s1600/SJM.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWXFd9TDhnNzHvGMp9L-dJP5zxFtL0UIIr3nWJtkUOW0NfFkKUim3VoIcivPo9GntIRqtcOCHERn_6f1A0rSyGITcyk4yn2NThNbh4-9ZodJiu2w7LdThB4CxsTus-sScsjNdy9buLX74/s320/SJM.jpg" width="179" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgX04faWz5HQOGCsy-CFsDoYgzRDcKElcrCQYXP64wGs1YLE-dUXpM1VWjobcBYleSY7z2f23EzGimrCus7_EbfHW8LSqUSfniijDN303VrasIHB6eutKsO8NyBqrceCJdgmRfw2ZL1im0/s1600/staff+crunch.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="179" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgX04faWz5HQOGCsy-CFsDoYgzRDcKElcrCQYXP64wGs1YLE-dUXpM1VWjobcBYleSY7z2f23EzGimrCus7_EbfHW8LSqUSfniijDN303VrasIHB6eutKsO8NyBqrceCJdgmRfw2ZL1im0/s320/staff+crunch.jpg" width="320" /></a></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><br /></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;">The first one is from Deccan Herald, page no. 11, second and third ones are from Business Standard, 4.5.17, page no. 12</span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><i><br /></i></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt;"><i>Thanks for reading this logo concept in
pharma channel; please scroll down to read more articles and click on older
posts for reading other posts.</i><o:p></o:p></span></div>
</div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0tag:blogger.com,1999:blog-6626437203973616967.post-53958703724732439202017-05-03T12:26:00.000+05:302017-05-03T16:04:26.606+05:30The whey forward! Emotional triggers!!<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5pPe_AA7aIvFLvaAVw8ssCuYg1Sc1eM1rF0usesvCJmbWju39LvV0y01KxvQVSrSNKSJewLOy6irU3tFOEEYYNuSr9cnnGJCkj5JC5IBptoJ9zPSrGmKsIWULaGGIdLvRBKLQo3K-uVw/s1600/whey-protein.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5pPe_AA7aIvFLvaAVw8ssCuYg1Sc1eM1rF0usesvCJmbWju39LvV0y01KxvQVSrSNKSJewLOy6irU3tFOEEYYNuSr9cnnGJCkj5JC5IBptoJ9zPSrGmKsIWULaGGIdLvRBKLQo3K-uVw/s1600/whey-protein.jpg" /></a></div>
Interesting article on whey from this link: <a href="http://www.builtlean.com/2012/03/16/whey-protein/" target="_blank">click here</a>!<br />
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Emotional triggers hold the key for
sales. For example, consider a milk-mix
beverage like Horlicks: when a person uses/buys the brand, he or she is emotionally
triggered positively by the aroma, warm memories of the brand, taste, health
benefits (such as strong bones or energy or boost to immunity), and other confidence
generating features of the brand, and so on… It is the marketer’s challenge to
create such emotional triggers in the marketed brand so that prospects are
converted to customers, and customers stay with the brand.<o:p></o:p></span></div>
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<b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">How
to keep triggering the emotions to ensure successful purchase of the brand?<o:p></o:p></span></b></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Companies and brands <b>need to ride with the trends</b> to ensure
they keep prospects & customers emotionally interested in the
offerings. Positive emotions need to be
generated by the brand – this keeps the brands fresh in minds of the target
audience. Thus, more prospects get
converted and the customer bandwagon keeps on increasing.<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Keeping with the contemporary trends by
tweaking the brand messaging, packaging, creating line extensions etc, means
the brand remains ceaselessly relevant to the customer. Trends should match the core benefit of the
brand. All brand positioning and
promotional activities are meant to strengthen the trust on the marketer’s
brand(s).<o:p></o:p></span></div>
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<b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Trust:
cornerstone of pharma brand success<o:p></o:p></span></b></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Pharma brands of the off-patent generics
are successful in India, as they have won the trust of doctors (influencers)
and patients. Trust and feel-good factor
make the pen habits. Continuous product
promotion to feed the trust and feel-good factor on the brand, reinforces pen
habits of doctors.<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Today, a welter of conversations on
pharma brands is sabotaging the success of pharma brands. It is the most CREATIVE OPPORTUNITY for
pharma marketers to come out with campaigns to reinforce doctor’s pen habits
and patient confidence.<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Each brand is built on a foundation of
trust (reliability) and brand benefits.
Contributors to this brand salience are -<o:p></o:p></span></div>
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<!--[if !supportLists]--><i><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">a)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; font-style: normal;"> </span></span></i><!--[endif]--><b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Quality</span></b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"> – that the product meets certain
predetermined standards (eg., uniform content tablet to tablet, amount of
active ingredient in each unit dosage form, quality and type of excipeints in
the formulation etc)<i><o:p></o:p></i></span></div>
<div class="MsoNoSpacing" style="margin-left: .75in; mso-list: l0 level3 lfo1; text-align: justify; text-indent: -.25in;">
<!--[if !supportLists]--><i><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">b)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; font-style: normal;"> </span></span></i><b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Consistency</span></b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"> – is another brand expectation. Patrons, patients and doctors always choose
time-tested moieties and brands to deliver therapeutic benefits<i><o:p></o:p></i></span></div>
<div class="MsoNoSpacing" style="margin-left: .75in; mso-list: l0 level3 lfo1; text-align: justify; text-indent: -.25in;">
<!--[if !supportLists]--><i><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">c)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; font-style: normal;"> </span></span></i><b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Value for money</span></b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"> – this is the point that needs
to be emphasized upon. It is time for
pharma brands to talk on the brand attributes and service inputs, and justify
the price for the brand. Justification
of price comes through convincing communication to doctors and patients. For eg., when a patient buys brand A of
paracetamol, the pack or strip or labeling or pack insert should reinforce the
value of brand A: this can be done through reinforcing messages like: EACH
SECOND SOMEONE SOMEWHERE - A PATIENT IS BUYING A TABLET OF BRAND A…trust Brand
A. <i><o:p></o:p></i></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Today
it is the time for brand reinforcing messages at level of patients also. For which, technology needs to be used.<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"> <o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">There
are several challenges to trust building on the pharma horizon, the chief three
being:<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">a)<span style="font-stretch: normal;"> <span class="apple-converted-space"> </span></span>US FDA Form 483 observations on
manufacturing operations<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">b)<span style="font-stretch: normal;"> <span class="apple-converted-space"> </span></span>Policy shift regarding branded
generics (non-patented drugs)<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">c)<span style="font-stretch: normal;"> <span class="apple-converted-space"> </span></span>GST implementation<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Let
us focus on the 'whammo (b)', with high cost branded generics now being bandied
as a bad idea for patient economics - <u>so what is the way forward for the
multitude of pharma companies</u> ?<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">1)<span style="font-stretch: normal;"> <span class="apple-converted-space"> </span></span>Trust building communiques
(perhaps in packaging and pack inserts itself for patients and other collaterals
for doctors) regarding the technological advantages, clinical case studies and
trials on the brand, and brand surety - is certain to protect brands<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">2)<span style="font-stretch: normal;"> <span class="apple-converted-space"> </span></span>Launch of products that do not
have much me-too competition and at the same time having growth potential (to gain scale) is another
approach<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">3)<span style="font-stretch: normal;"> <span class="apple-converted-space"> </span></span>Another is 'going along with
trends'…<o:p></o:p></span></div>
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<b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">One such novel
idea is looking at whats’ trending in the marketplace: THE VMHS opportunity <o:p></o:p></span></b></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><b><u><i>A McKinsey
report of Dec 2013 says, (even at that time 4 years back)</i></u></b><b style="font-family: 'times new roman', serif;"><u><i>: </i></u></b><b><u><i> the global VMHS
(Vitamins, Minerals, Nutritional and herbal supplements) market was valued at 82
billion USD</i></u></b>. EU, Japan and America are
big nutraceutical markets. Electronic
developments like the internet have caused the collapse of information float,
creating the empowered patient and customer, who uses word-of-mouth and
internet based knowledge for choosing health promoting products. There is an overall emphasis on preventative
health (this is an important point for promoters of DENTAL CARE PRODUCTS). This is the opportunity that business models can bank on and
recreate a positive pathway for business success.<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">There
are many nutraceutical concepts: polyphenol based formulations, health
beverages, vitamin-mineral formulations, green tea concept (EGCG polyphenol)…
<b>and one can also see a WHEY FORWARD</b>!<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><a href="http://www.immunotec.com/IRL/Public/en/USA/ShowItemDetails.wcp?Item=00010800" target="_blank">Dairy industry</a>: milk and milk derived products are traditionally popular in
India. Lord Krishna was “maakhan chor” (he liked butter), and, in contemporary times, paneer
(cottage cheese) is popular too for daily use. India is the largest
producer of milk in the world. <a href="http://www.trendingtopmost.com/worlds-popular-list-top-10/2017-2018-2019-2020-2021/world/largest-milk-producing-countries-world/" target="_blank">India accountsfor 9.5% of world’s production of milk</a>!
In 2015 – 2016 financial year, India produced 155.50 tonnes of milk.<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><b>Milk
offers an interesting culturally popular basis for nutraceuticals in India</b>:
whey, lactose, milk mineral concentrate, and milk proteins are part of the
dairy industry products.<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Milk
is a good source of protein containing 9 essential amino acids - 82% of milk
protein is<span class="apple-converted-space"> </span>casein<span class="apple-converted-space"> </span>and remaining is<span class="apple-converted-space"> </span>serum
whey protein<span class="apple-converted-space"> </span>(18%). <o:p></o:p></span></div>
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<b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Casein</span></b><span class="apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">is a collection
of phosphorous containing casein subtype proteins (eg., alpha – s1 etc), casein
proteins are suspended in milk.
Phosphoprotein casein is richly present in cheese.
Hydrolyzed casein is used to some extent in nutritional powders,
however, it has a taste problem<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">The<span class="apple-converted-space"> </span><b>serum whey proteins</b><span class="apple-converted-space"> </span>do not contain phosphorous, this
family of proteins contains subtypes like lactoglobulin, lactoferrin, alpha
lact albumin etc.<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Whey
is largely produced as a liquid offshoot of cheese production (upto 95%), and
whey is also obtained when casein is produced (upto 5%). Whey is the
liquid left over, after milk has been curdled and strained. Whey is incorporated into products of various
categories: infant nutrition, sports nutrition, clinical and medical nutrition.<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">The
dominant type of whey production is in form of <b>Whey Powder (WP)</b> (about 70% of world production is WP, excluding
lactose powder and permeate powder), and a fast growing type is <b>Whey Protein Concentrate (WPC)</b> – the
latter has a protein concentration of 50 to 89%. The globally well
accepted form of WPC is <b>WPC 80</b> (ie.,
80% protein).<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">While
<b>WPC 80</b> is a popular form of whey
protein - <b>WPI</b> (Whey Protein
Isolate), also has high acceptance in milk based formulations.<o:p></o:p></span></div>
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<b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Lactose
powder or milk sugar</span></b><span class="apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">is a
disaccharide – contains two sugar molecules (glucose +
galactose). This milk derived product is used in infant formulae, animal
feeds, for standardization of milk, pharmaceutical uses (diluent and for
compressibility of tablets), confectionary and chocolate…Lactose (2 to 8% of
milk) is extracted from whey.<o:p></o:p></span></div>
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<b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Milk
mineral concentrate (MMC or milk calcium)</span></b><span class="apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">is also derived
from pasteurized whey. This form contains milk calcium and other minerals
in optimal amounts:<span class="apple-converted-space"> </span><span class="m-7413254914075220013gmail-apple-converted-space"><span style="background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"> </span></span><span style="background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;">magnesium,
phosphate, potassium, iron, copper, zinc, and vitamin D.<span class="m-7413254914075220013gmail-apple-converted-space"> </span><o:p></o:p></span></span></div>
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<span class="m-7413254914075220013gmail-apple-converted-space"><span style="background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Milk permeate powder</span></b></span><span class="m-7413254914075220013gmail-apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"> is derived from skimmed
pasteurized cow’s milk and protein is extracted from this. Similarly
there is whey permeate powder. </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"></span><o:p></o:p></span></div>
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<span class="m-7413254914075220013gmail-apple-converted-space"><span style="background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">There are
several milk derivatives:</span></span><span class="apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"> </span></span><span class="m-7413254914075220013gmail-apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><a data-saferedirecturl="https://www.google.com/url?hl=en&q=http://www.vanleemelkprodukten.nl/en/food-ingredients-industry/milk-permeate-powder/&source=gmail&ust=1493875320581000&usg=AFQjCNHuXqkesZ3IW0ss241PgsmM_5t2SA" href="http://www.vanleemelkprodukten.nl/en/food-ingredients-industry/milk-permeate-powder/" target="_blank"><span style="color: windowtext;">http://www</span><span style="color: windowtext;">.</span><wbr></wbr><span style="color: windowtext;">vanleemelkprodukten.nl/en</span><span style="color: windowtext;">/</span><wbr></wbr><span style="color: windowtext;">food-ingredients-industry</span><span style="color: windowtext;">/</span><wbr></wbr><span style="color: windowtext;">milk-permeate-powder/</span></a></span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"></span><o:p></o:p></span></div>
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<i><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><b>So milk is not
just about healthy taste, it is very much about offering well absorbed milk
proteins for growth, development and immunity</b></span></i><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">. </span><span style="font-family: "times new roman" , serif; font-size: 12pt;"> </span></div>
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<span class="m-7413254914075220013gmail-apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><u>WHERE ARE MILK PROTEIN PRODUCTS USED?</u></span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"></span><o:p></o:p></div>
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<span class="m-7413254914075220013gmail-apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">A)<span style="font-stretch: normal;"> </span></span><span class="apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"> </span></span></span><span class="m-7413254914075220013gmail-apple-converted-space"><span style="background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Elderly, for helping avoid muscle
loss</span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"></span><o:p></o:p></span></div>
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<span class="m-7413254914075220013gmail-apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">B)<span style="font-stretch: normal;"> </span></span><span class="apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"> </span></span></span><span class="m-7413254914075220013gmail-apple-converted-space"><span style="background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Children, for health and growth</span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"></span><o:p></o:p></span></div>
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<span class="m-7413254914075220013gmail-apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">C)<span style="font-stretch: normal;"> </span></span><span class="apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"> </span></span></span><span class="m-7413254914075220013gmail-apple-converted-space"><span style="background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Dieters, since milk proteins are a
source of lean nutrition and increase satiety (also decrease cravings,</span></span><span class="apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"> </span></span><span class="m-7413254914075220013gmail-apple-converted-space"><b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><i>hence useful in
diabetics too</i></span></b></span><span class="m-7413254914075220013gmail-apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">)</span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"></span><o:p></o:p></span></div>
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<span class="m-7413254914075220013gmail-apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">D)<span style="font-stretch: normal;"> </span></span><span class="apple-converted-space"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"> </span></span></span><span class="m-7413254914075220013gmail-apple-converted-space"><span style="background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Sports personnel, for muscle
building and recovery from work-outs.</span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"></span><o:p></o:p></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Best of all, it is
the unbeatable cultural acceptance of milk and milk-derived ingredients across
India that makes this concept attractive.<o:p></o:p></span></b></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><i>While there may be a shift from high cost branded
generics to low cost branded and low cost unbranded generics - in the pharma
market, a concomitant development will be a growing nutraceutical market in
India. Indian pharma companies will surely weather this storm (in a tea cup?)
and continue the winning streak through generics (formulations) and
nutraceuticals in the global market</i></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><i>.</i><o:p></o:p></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">However,
a word of caution: it is wise if policy makers tread with care when changing
policies. And any policy change should be delivered with care…and the
policy should not become a bull in a China shop.<o:p></o:p></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Emotional
triggers are very vital for any purchase or prescribing decision. Emotional triggers need to be thoughtfully
delivered. <a href="http://www.milkfacts.info/Milk%20Composition/Protein.htm" target="_blank">Milk and milk derived ingredients</a> <b>are culturally acceptable; hence, there is an emotional trigger
in-built in this category</b>. Similarly,
<i>herbs have good cultural acceptance and positive emotional appeal</i>. Thus products designed with in-built emotional triggers is the <i><b>whey</b></i> forward!!</span></div>
<br />
<div class="MsoNoSpacing">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><i>Thanks
for reading this blogpost, please read other posts by scrolling down, and click
on older posts to read further; kindly recommend this blog to your
acquaintances</i>!<o:p></o:p></span></div>
</div>
Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com1tag:blogger.com,1999:blog-6626437203973616967.post-7273169617616598442017-04-20T23:00:00.000+05:302017-04-22T12:24:10.036+05:30April 2017: Marketing in a generics-rich environ<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhd8tyE1sMhtDSZutTKjT0lvXwPHyOiJFhaLG4bSixCqtik_-KOo4XsBGwYjofZs2YtTorECk4HEuR7MCkMhtjBXANuBci56e-Yb9nxiRsPDaqahfQAyeu5_9VlKHXKNhtAuJ8QOfGCchc/s1600/Brand-one.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="177" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhd8tyE1sMhtDSZutTKjT0lvXwPHyOiJFhaLG4bSixCqtik_-KOo4XsBGwYjofZs2YtTorECk4HEuR7MCkMhtjBXANuBci56e-Yb9nxiRsPDaqahfQAyeu5_9VlKHXKNhtAuJ8QOfGCchc/s320/Brand-one.jpg" width="320" /></a></div>
The above image from here: <a href="https://www.yellowbulbs.com/blog/why-brands-behave-the-way-they-do/" target="_blank">Yellow</a> bulbs!<br />
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">There
is never a dull day in the pharma marketer’s life</span></b><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">! Respected Mr. N Modi, PM of India, has sent
shivers down the spine of pharma marketers - on 17.4.17 at Surat during a
hospital inauguration: Mr. Modi announced in his speech there that the central
govt. will bring in a law to ensure doctors prescribe generic drugs (Ref.: The
Times of India, page no. 1 headline, Ahmedabad edition). The reference was that doctors should write
unbranded generic drug names on prescriptions ie., for example, doctor will not prescribe Dolo 650,
he has to prescribe paracetamol 650 mg! <o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Now let us remember, almost entire of
Indian pharma market is the branded generics market, which is promoted to
doctors. Pharma companies have built
their fortunes and gained huge shareholder value on the basis of pen habit of
doctors to prescribe branded medicines (me-too products) and earned profits. This has helped pharma companies to recruit
field personnel to expand operations, ensured market penetration of quality products to the nook and corner of Indian pharma market; this has helped pharma companies build
manufacturing set-ups, and export products to almost every country of the world. And pharma companies have also started R and
D endeavours.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Overnight, with the PM's announcement, this pharma business model is
under threat by the envisaged law. No
more will a doctor prescribe Taxim, he will write cefixime 500 mg, it is upto
the patient and pharmacist to ensure the consumption of this drug, either
unbranded generic or any one of the branded options available with the
pharmacist.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<i><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Now,
if the law that is to come, <b>allows the doctor to prescribe both paracetamol 650
mg and his recommended brand in brackets eg., (Dolo 650)</b>, then there is some
steam left in the branded generics pharma market space promoted to doctors.<o:p></o:p></span></i></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><b>Background</b><o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">During 1950s, the medical representative (MR) visit was a most welcome entry for the doctor.
Probably he would get one medical representative visit every day in
urban areas, and in semi-rural and rural visits, if at all a MR would visit,
the doctor would get a MR visit may be once a week. Hence, the MR with his product updates and
samples was a welcome presence to the doctor.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">From 1970s, with product patent regime
being abandoned (thanks to the Indian Patents Act, 1970), (the product patent was re-introduced in 2005), me-too product
manufacturers and marketers burgeoned.
More medical representatives started entering the doctor’s clinics,
bonus offers earlier unheard off…became a rage, pharmacies also started pushing
brands that offered better margins or free goods (sales promotional
offers). As the number of medical
representatives started increasing, the leverage was with the doctor, and he
started gratefully accepting various quid-pro-quo gifts from pharma
marketers. Those who were aggressive in
gifting grew rapidly…this story continued into 1980s. However, there were also some pharma
marketers who were not gifting or providing sponsorships adventurously. <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">The late 1980s, and 1990s saw the
earlier conservative companies, shed their shyness, throw their ethics out of
the window, since they saw their counterpart companies who provided gifts and
bonus offers growing humongous, and got into the gifting and sponsoring of
doctors gameplan. Various wannabe biggie
companies also started playing with penetration pricing to garner market
share. CRM (customer relationship
management) was the core of pharma marketing.
PCD (propaganda cum distribution) companies started taking root and
gained traction in the first decade of 21<sup>st</sup> century. The party has become bigger and bigger.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Doctors are splurged; several
unconfirmed legendary CRM activities make rounds during marketing “gupshup”:<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">a)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">After
the formal cocktail dinner launch of a breakthrough brand of antiulcerant,
important doctors were given keys to a luxury car… and prescribers who were
gifted their four wheels left broadly smiling<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">b)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Another
leading doctor working for psycho-somatic health of patients, was given enough
cars by various companies – one car for each day of the week! And the day the doctor takes out a certain
car, on that day the pharma brands belonging to the car gift-giver would roll
out of the pen of the doctor<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">c)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Sponsored
foreign tours for families and other indulgences in the foreign tours engrossed
doctor fraternity and brands paraded in their minds<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">d)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Sponsorship
of get-togethers, cocktail dinners and various other meetings masqueraded under
the garb of CMEs (Continuing Medical Education) <o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">And it goes on and on and on…each pharma
marketer vying with each other to give and take…for mutual gains with the
medical fraternity.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><b>WHY DO PHARMA MARKETERS ‘GIVE’ TO THE
DOCTOR?</b><o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Consumption of medicines is decided by
the doctor, in the current situation, it is by prescribing the branded generic. If a doctor prescribes brand X, the patient
buys it. The patient has implicit trust
on the doctor (the medical professional earlier definitely had a demi-God
status in Indian society) and obediently goes with the doctor’s brand
recommendation. The result is pharma
marketers who take care of doctor’s needs enjoy better sales outcomes and
profits.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">In this business, the patient does not
make any choice between brands with the same generic drug. It is the doctor’s business to choose the
pharma brand for the patient. But the
payer is the patient! <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><i>Ignorance of brand options with same
generic drug, lack of will by patient to exercise brand options, and
non-encouragement by the environment to choose alternative brands or unbranded generics</i>
are the main reasons why patients go along obediently with the doctor’s brand
recommendation.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">This pussy footing by the patient provides
an opportunity for the doctor to use his influence with patients and encourage
consumption of his favoured brands. And
this gives an opportunity for the doctor to strike quid-pro-quo relationships
with pharma brand marketers! And both
the pharma company and doctor enjoy the benefits of pharma brand sales, thanks
to a very co-operative attitude of the patient.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><b>WHY DO PHARMA MARKETERS PROMOTE PRODUCTS
TO DOCTORS?</b><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Pharma brands are built by the doctors
prescriptions, if a doctor gets 1000 to 2500 patient visits per month (average
of 40 to 100 patient visits per day; 25 working days per month), and prescribes
an average of four assorted pharma brands per patient, then, 4000 to 10000
pharma brand purchases have happened (it will not be 4000 to 10000 different
brands, there will certainly be a number of repeated overlapping brands) - a
doctor after all, may be able to remember maximum 100 to 200 different pharma
brands? <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">So the idea for the pharma marketer, is
to be among the 100 to 200 brands or so, which a
doctor remembers (certainly some brands are etched permanently in the doctor's
mind ‘<b>non-volatile ROM brands</b>’ and
others are ‘<b>volatile RAM brands</b>’,
the latter are the brands that float in and out of the doctor’s mind, depending
on the regularity of product promotional activity). <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">It is then vital to gain patronage of
the doctor, and ensure the promoted pharma brands sell. <b><i>Thus, prescribing the pharma brand name is
key to commercial success of a pharma compan</i></b>y.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><b>GENERIC PRESCRIPTIONS: death-knell for
the pharma brand business</b><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">The ruling BJP party and Mr. N Modiji are focused on winning elections, the next big one is the Lok Sabha elections of
2019. To gather votes, they need to say a
story of doing good to their voters, mainly the middle class and poor sections
of society. Capping the prices of stents
has endeared the govt. to the masses.
Now ensuring purchase of unbranded generic medicines, which are
available at rock bottom rates will further make the government voter friendly. There is a good talking point here for the
ruling party.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><a href="http://pharmaceuticalshealthcare.blogspot.in/2016/09/rise-and-rise-of-generic-medicines.html" target="_blank">Generic drugs (non-patented) are of three varieties</a> (click<a href="http://pharmaceuticalshealthcare.blogspot.in/2016/09/rise-and-rise-of-generic-medicines.html" target="_blank"> here</a>):<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l4 level1 lfo2; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">a)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Branded
generics promoted to doctors (these carry maximum premium (high MRP) and are
hugely prescribed by doctors) <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l4 level1 lfo2; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">b)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Branded
generics not promoted to doctors, sold by pharmacies to patients, and also
purchased by dispensing doctors who sell them to patients<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l4 level1 lfo2; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">c)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Unbranded
generics not promoted to doctors sold by pharmacies to patients, and also
purchased by doctors who sell them to patients.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">In developed countries, the patient is
not ignoramus. The doctor has to justify
his recommendation to patients.
Normally, prescriptions are for unbranded generics in developed
countries. Many of these unbranded
generic medicines sold in developed countries are manufactured in India and
marketed abroad. <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<i><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">However,
in India, it is a time-honoured practice to manufacture and market, branded
generics and the prescriber chooses to patronize certain brands of his choice
based on the doctor’s experience with the technology and quality of the brand,
and marketing inputs provided by the pharma marketer</span></i><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">. The Indian patient is ignorant of his ability
to make a choice between branded and unbranded generics.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><b>ARE PHARMA BRANDS EQUIVALENT?</b><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><i>The answer is yes and no</i>! Brands of the same category are chemically
equivalent (contain the same quantity of the active ingredient). However, there can be important
differences. This is with the excipients
and the manufacturing process parameters of the brand. For example, if you compare the dissolution profile
of albendazole tablets, you may be surprised; Zentel from GSK is said to have the best
profile. Similarly, Advanced Crocin has certain
excipients to improve dissolution and consequent absorption of paracetamol into
the bloodstream, when ingested. <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Pharma brands are also presented in
unique differentiating ways that improves patient acceptance and brand salience. The shape at the mouth of bottle in oral
pharma formulations may aid pourability, use of certain permitted colours and
flavouring agents also enhances patient acceptance, use of Alu-alu pack by
certain pharma brands (may not be used by plain vanilla unbranded generic medicines)
enhances patient compliance and patient acceptance. Pharma brand marketers work on
differentiating their products through value added excipients to improve
organoleptic qualities (improved patient acceptance through mouth-feel,
flavour, texture, odour, colour and taste); these are not a consideration in
plain vanilla unbranded pharma products.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<br /></div>
<div class="MsoNoSpacing" style="text-align: justify;">
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Though brands may be chemically
equivalent, or even proven to be bio-equivalent, yet brand performance may not
be same; and brand acceptance at patient level will not be same. Furthermore, doctor’s confidence will not be
same on each brand. It depends on the
doctor’s experience with the brand, technology used in the brand, and patient feedback
to the doctor on the brand.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><b>IS IT RIGHT TO DO ‘DEBRANDIZATION’ (brand-bandi in doctor's prescriptions) OF INDIAN
PHARMA MARKET? </b><o:p></o:p></span></div>
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<br /></div>
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<i><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Patient
health, recovery and well-being are paramount for medicine marketers and
doctors. Quid-pro-quo relationships are
at one level, but patient recovery & well-being (public health) is the non-negotiable
foundation where pharma marketers, doctors and other stakeholders such as
regulatory agencies agree to be on one page</span></i><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">So the fundamental question to ask is,
whether promotion of unbranded generic medicines - will improve public health?<o:p></o:p></span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><u>The merits of ‘debrandization’ in pharma
market</u>:<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l5 level1 lfo3; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">a)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">People
will come to know of availability of unbranded generic and branded generic
medicines (which are not promoted to doctors), so this option will gain
traction; and patients can exercise this option if they wish<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l5 level1 lfo3; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">b)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Doctor-pharma
marketer relationship will become “cleaner” <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l5 level1 lfo3; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">c)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">PCD
(propaganda cum distribution) companies who are known to offer robust services
to doctors in exchange for their prescription or purchase support, will end<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l5 level1 lfo3; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">d)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Accessibility
will improve<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l5 level1 lfo3; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">e)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Cost
of therapy will come down.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">The demerits of ‘debrandization’ in
Indian pharma market:<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">a)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">The
current pharma marketing business model will collapse<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">b)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Shares
of big pharma listed companies whose business depends on pharma brands will
fall steeply<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">c)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Industry
turnover will fall<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">d)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">If
the doctor stops prescribing branded medicines, medical representatives will
not meet them, many medical representative jobs will be lost<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">e)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Companies
will reduce jobs in marketing (particularly field jobs)<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">f)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Field
personnel will focus on chemist retailers than doctors, offer incentives and
freebies to retailers to stock and push their products (as per the Times of India, 19.4.17, page no. 19, Mumbai edition, retail margin on drugs may be as high as 1000%, this will stress pharma marketers, as they have to offer competitive margins and offers, this will erode financial strength of pharma companies)<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">g)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Innovation
and technology improvements will not occur, all pharma companies will go for
manufacturing the plain vanilla formulations (without any improvements), it
will become a commodity game <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">h)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Quality
will become a question issue. For
instance drugs (APIs) and excipients are available at various crystalline
purities, and the manufacturer will go in for lowest acceptable crystal purity
(only economy will weigh on the mind of manufacturer)<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">i)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Packaging
will be passé and will not offer any improved benefits to patients<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">j)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">With
profit margin squeeze, companies will not have adequate surplus monies to
invest on geographic expansion, export ventures, product development, R and D,
new molecule research, social marketing etc<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">k)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Companies
will reduce emphasis on launch and marketing of modern medicines, they will
prefer to invest on nutraceuticals and Ayurvedic formulations. These will not be affected by the proposed
law (in fact, Himalaya Drug Company and other such companies will go laughing
all the way to the bank, while rest of pharma will be stressed). Besides Ayurvedic formulations and
nutraceuticals can be advertised. We
will lose our standing, competence, global edge and knowledge of manufacturing
and marketing of modern medicines<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">l)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">In
case of branded formulations containing multiple ingredients such as Becosules
Z, it will be virtually impossible for the doctor to write names of generic
drugs or vitamins/minerals included in the formulation on his prescription<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">m)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Monitoring
the implementation of this ‘<i><b><u>generic name
only law</u></b></i>’ for prescribers is nearly impossible…let us say there are about
10 lakh active prescribers (across India), and let us assume, every working day
these 10 lakh active prescribers write about 50 prescriptions each. <i>This means 5 crore prescriptions per
day! And for 25 working days, it is 125
crore prescriptions per month!! Are you
going to monitor this</i>?!!<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">n)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">If
a doctor writes some brand names, and in India where there is a situation of less
number of doctors, and more patients, what punishment are you going to administer? <i><u>Prevent
them from practising</u></i>? <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">o)</span><span style="font-size: xx-small;"> </span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">If
medical representatives and field personnel lose jobs, in a country where
under/unemployment is high, is this initiative worth it? Please remember marketing creates more jobs
than manufacturing or R and D (in pharma field)<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">p)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Doctors
may give oral recommendations for brands, or unsigned slips containing brand
names, or pharmacies will push certain brands on oral recommendation of doctors
… there are ways to beat this law… <o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">q)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">There
could be legal challenges to this ‘debrandization’ as it takes away the freedom
to promote branded products and recommend them<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">r)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> <i> </i></span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><i>Patients
may be unhappy with the generic name prescriptions since the doctor is not
prescribing “quality brands” (it is a matter of freedom of choice and many
patients want quality brands…brands are the covenants of trust)</i><o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l1 level1 lfo4; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">s)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><b>Patients
and patient attenders may be upset with the tongue twister and complex generic
names of medicines, in comparison to cute, easy to recall, easy to pronounce
and easy to remember brand names of medicinal products</b>.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><b>HOW MAY PHARMA COMPANIES MANAGE THE NEW
CHALLENGES?</b><o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">PESTEL standing for political, economic,
social, technological, environmental and legal environment is always in a
state of flux, depending on the various happenings on the PESTEL front, pharma
organisations will respond in various ways:
<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l3 level1 lfo5; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">a)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Some
will adopt the wait and watch, others will lead a counter response through
various forums like IDMA and KDPMA; few others will use their good offices with
various authorities and present their viewpoints. Some others will present their take on social
media and talk to the media<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l3 level1 lfo5; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">b)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Companies
will start investing on new marketing technology to strengthen their
patient-centric communication, and strengthen CORPORATE EQUITY and PRODUCT
EQUITY at patient-level.<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l3 level1 lfo5; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">c)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">There
will be a rise in OTX (over-the-counter and prescription) route of marketing
(including communication/advertising/digital messaging to patients) to
strengthen sales outcomes; also OTX products will be launched in a rush: ayurvedic,
dental, nutritional powders, nutritional supplements, health soaps, and other
nutraceutical products (including in unique packaging like Tetra Pak based products
or products with unique concepts like virgin coconut oil)<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l3 level1 lfo5; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">d)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">A
chemist-focused and dispensing-doctor focused working will be emphasised to
ensure product availability<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l3 level1 lfo5; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">e)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Companies
will go in for umbrella branding, umbrella brand colour concept, and uniform packaging
for creating market identity for their products; so that chemist/pharmacy
retail-push/pull will start; pharma marketers will also go in for launch
and pushing unbranded generics and branded generics (low cost, that are not
promoted to doctors)<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l3 level1 lfo5; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">f)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Companies
will increase no. of medical representative calls to pharmacies (eg., 15 per
day) and reduce doctor calls (to say 5 per day)<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l3 level1 lfo5; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">g)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Companies
will probably rationalize field personnel count and coverage, and consolidation
of divisions/SBUs etc., to reduce costs<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l3 level1 lfo5; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">h)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Companies
will invest more on chemist coverage, example: paying chemists/pharmacies to book shelf
space for their products, offer freebies to chemists, & having field personnel to
cover more chemists/pharmacies and dispensing doctors<o:p></o:p></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l3 level1 lfo5; text-align: justify; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">i)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Some
companies with deep pockets may start their chain of pharmacies (for eg., Cipla
pharmacy), and will also emphasize online pharmacy marketing toos<o:p></o:p></span><br />
<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">j) Companies will invest more to make patented medicines, products with novel drug delivery systems or products that do not have many me-too products...</span></div>
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<br /></div>
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<b><u><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">What
may the Govt. do?<o:p></o:p></span></u></b></div>
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<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">a)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Govt.,
may tighten doctor-pharma marketer relationships with new laws<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">b)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Govt.,
may ask doctors to write generic names only on prescriptions<o:p></o:p></span></div>
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<!--[if !supportLists]--><i><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">c)<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; font-style: normal; line-height: normal;"> </span></span></i><i><u><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Govt., may ask doctors to write the generic names
and the brand name alternative (in brackets), so that the patient will have an
option to buy the generic name product if he wants or go ahead with the doctor’s
choice of a branded product or the patient may choose another branded product, a company of his choice.<o:p></o:p></span></u></i></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><b>It would be prudent to go the option C</b>,
since it meets governmental requirements, patient psychology, doctor’s
confidence and liberty, and Indian pharma industry traditions.</span></div>
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<span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;">Thanks for reading this blogpost, please
read other posts by scrolling down, and click on older posts to read further;
kindly recommend this blog to your acquaintances!<o:p></o:p></span></div>
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Sunil S Chiplunkarhttp://www.blogger.com/profile/11226088596011152385noreply@blogger.com0