Cloud computing

I GOT THE ABOVE IMAGE FROM HERE.

The current buzzword in IT is CLOUD COMPUTING. This tech wave too rides on the collaborative trend in business activities.

Cloud computing is a nice poetic descriptive word. This refers to the concept of IT as a service. Data and information is present on the internet (cloud), and clients using various devices can access it from remote locations. It is a very exaggerated or amplified form of LAN (local area network). Companies like Cisco are betting big on this tech wave - and those who become clients of Cisco for this technology, are expected to enhance efficiency of businesses through the cloud computing phenomenon. Essentially, the "cloud" meets all the computing needs of the subscribing company.

Egs.: Google apps is an application where documents are present in the "cloud". Basically data and information is not stored in an in-house server. It is like a website of many a company. The website data does not sit in an in-house server. The website is hosted from another location. This is similar to say many e-mail ids, which are not created on in-house servers.

IMS is another some-what similar example on how it provides data to client companies these days. IMS is a premier market data provider for pharma companies. Client companies are given a password and allowed to access the data from IMS website.

How can cloud computing benefit pharma or healthcare companies?
Let us say a pharma company starts storing its sales data "in a cloud".

Let us take a hypothetical example of Brand Bo whose sales data is in the "cloud". Now presume, a Medical Representative (MR) from Madurai (in Tamil Nadu) logs in and checks the brand performance in various MR territories of India. And he sees that one of the highest sellers of Brand Bo is from Manipal.

So this kindles the curiousity of the MR from Madurai, and now he wants to check out why Manipal sells most. Now remember, it is because the data is in the "cloud" that the Madurai MR comes to know that Manipal sells most of Brand Bo. The Madurai MR can now send an e-mail to the Manipal MR asking for further information on how he is selling such high quantities of Brand Bo.

Further, if an analytics software is present along with the data - all the MR has to do is click on the sales figure of Brand Bo in Manipal, and the MR from Madurai can get a nice bar graph of the doctor segments that are prescribing Brand Bo the most.

Let us assume Brand Bo is being well supported by ENT segment in Manipal and is the main contributing doctor segment, while in Madurai it is the OBG segment that is bringing in the prescriptions for Brand Bo.

Thus, the gentleman from Madurai can use this tip to launch a special campaign, say call a doctor meet for all ENT specialists of Madurai, in a nice hotel, serve dinner, make a powerpoint presentation on Brand Bo, and excite the prospects of Brand Bo in the ENT segment. And may be even create a videoconferencing discussion between ENT specialists of Madurai and ENT specialists of Manipal.

This is a hypothetical example on how "cloud computing" can be applied to enhance business results, and make the working of the field force more efficient.

Cloud computing can, to put it in a sentence, HELP GET MORE BANG FOR THE MARKETING BUCK.

It is perhaps for this reason that companies like Infosys are repositioning themselves as TRANSFORMATIONAL AGENTS for client companies providing not only software for companies, but also software-as-a-service along with analytics and consulting. Thus, IT companies are trying to play a lead role in helping transform business results for companies.

Thanks for reading this blogpost, wish you all a VERY HAPPY DIWALI (festival of lights), please do scroll down to read all other blogposts, click on older posts icon wherever necessary.

ED is scary! Can be early warning of heart attack

ED (erectile dysfunction or male impotence) IS SCARY! IT CAN INDICATE EARLY HEART ATTACK:

In New Zealand it is estimated that around 40% of men over 40 suffer from erectile dysfunction. CLICK HERE:

http://www.nbr.co.nz/article/erectile-dysfunction-heart-attack-early-warning-36900

SO IT IS A PHARMA MARKETING OPPORTUNITY TO CREATE A CAMPAIGN ON THE THEME - ' DO NOT BE SHY OF ERECTILE DYSFUNCTION. TALK TO YOUR DOCTOR. YOU MAY BE SUFFERING FROM HEART PROBLEMS'.

The Tequila punch

I GOT THE ABOVE IMAGE FROM HERE.

The Tequila is an interesting alcoholic drink concept. The charisma of Tequila lies in the way it is consumed. The wikipedia way: first, take in some salt by licking it off from near the palm of the hand, where it is applied, and then down the entire drink all at once. After downing the first shot, a lemon slice is quickly bitten.

An alternative method, is placing some salt on the back of the palm, squeeze some juice from a slice of lime on to the salt, gulp the drink at one go (bottoms up!), and then lick off the salt + lime.

Well, whichever way you follow, you will realize as you down the hard- drink in one go, it is really hot on the throat and it hits you really fast and hard!

Question: Hey, but what does the Tequila drink have to do with healthcare products?

Answer: The Tequila punch is required for new product launches.

Explanation: Today doctors are burdened with a plethora of new brands and product concepts. Each day, atleast one MR launches a me-too brand or a new product concept. And all this hectic new product launch activity has made the doctor inured to new product (whether new concepts or me-too brands) launches. Thus, it has become a 'nightmare' for a healthcare or pharma marketer to get the new brand consumed by way of prescriptions.

The way out? Give the Tequila punch!

Giving the Tequila punch does not mean literally pouring the alcoholic drink down the doctor's pharynx (ie., throat).

Apply some salt first: Tease the doctor with a campaign to evoke the attention and interest in the product or brand concept. There is a need for a logic in the product launch, some important emotive points in the promotion, and a lot of marketing gimmicks to engage the doctor. That is the salt.

Then, give the drink: The doctor will surely not take to the product - it needs to be sort of made-to-gulp by the doctor, even if the 'drink is hot in the throat', and the product should give a never before high to the doctor. It should excite him.

Do not forget the lime: The doctor ought to be then exposed to the 'lime of another marketing gimmick' or the brand will slip out of his or her mind.

Today, no doctor will come out of his or her 'comfort zone' and experiment with a new product concept or brand concept in his or her clinical practice very easily. Only the Tequila shot or Tequila punch will get him or her to shift his prescribing behavior.

Some live examples from the marketing lore are given below:

Here are two marketing concepts (live case studies) that have rocked the market. Both are examples of product launches by Wockhardt.

Launch of a brand of lipid lowering agent: In this case, to preselected target doctors, the MR visited with a bright big gift package. After a small pre-detailing pep talk the doctor was requested to open the bright big gift package.

The doctor would obviously have opened the package with glee. Imagine his surprise, when on opening the lid of the package, a hydrogen filled balloon with a string tied, rose up, and hit the ceiling.

The enterprising MR then went on to detail thus: 'Dr., when the lipid levels in blood go up, please recommend ........ brand which reduces (etc)'.

While detailing all the points, the MR was to slowly pull the string down with every detail point of the brand, and finally the MR puts back the balloon in to the box and closes, triumphantly announcing that Brand X reduces lipid levels to normal levels.

Needless to say, the brand became a success.

Launch of Freecad: Wockhardt was a rather late entrant in to the booming antioxidant market. To gain mindshare, a very novel strategy was implemented to the early adopter and innovator opinion builder doctors.

Each MR had to select 3 to 5 such doctors in his territory. And he had to take permission to visit the doctor's house early morning on a particular date.

The MR visited with a pigeon in a cage. The doctor was asked to come out of the house or on the terrace, the doctor was asked to release the pigeon. The doctor would have perhaps done it with a lot of questions in his mind! May be he would have been flabbergasted too!!

Anyway, as soon as the pigeon was released, the MR would then announce that the doctor has now ensured 'freedom from coronary artery disease' through Freecad. And the MR would detail the product. Needless, to add this marketing brand gimmick ensured that the product went on to become a big hit in the antioxidant market.

Hey, wait do not raise holier-than-thou points that clinical aspects govern the prescribing behavior, and not such 'SILLY MARKETING GIMMICKS' as described above.

Let us understand, buddy, doctors are human. They have enough of pharmacology and scientific evidence bombarded from every direction - through MRs, peers, mags, journals, internet etc. NOW WHERE IS THE FUN?

It all comes from such interesting MR activities. And they influence brand sales significantly. Marketing requires one to wear the green cap of creativity (green is for creativity as per Edward de Bono - the messiah of lateral thinking). And this can lead to transformational results.

Hope this blogpost was as exciting as a Tequila punch! Please scroll down and read all other posts, do click on older posts to read all other blogposts. Thanks for your time. (PS: this blogpost is put up from nearby cyber cafe at 7.36 pm)

THE LURE OF PHARMA IN INDIA

I got the above image from here.

The world over there is a buzz on the pharma and healthcare front. However, an economic slow down in developed markets, is shifting the focus to rapidly developing economies like India. Thus, the scene for pharma and healthcare, in India is indeed vibrant.

So what is alluring about pharma India?

The market growth, increase in GDP, and the huge population of India are indeed very alluring to pharma marketers. 1.1 billion is a big big number – now, that is the estimated population of India.

TTK Healthcare

This listed company is a very interesting case study. It is a multi product and multi category company. Its pedigree is very sound. The TTK group was established by the famous T T Krishnamachari. However, in the market, TTK Healthcare is perceived as a stable and very conservative company. As per the annual report of 2007 – 2008, the Chairman is Mr. T T Jagannathan, an elderly distinguished person, a B Tech GOLD MEDALLIST from IIT Chennai. He also has a Masters from Cornell University, USA.

The company views the lifestyle disorders, growing demand for herbal products, and the OTC market for healthcare and beauty products as an attractive market. Besides they are into veterinary care, biomedical devices (including heart valves) and food products. Woodwards gripewater and Eva range of body fragrance products are their popular brands

The pharmaceuticals segment in 2007 – 2008 on a net sales (after deduction of Excise Duty) of Rs. 96.16 crores, has a profit of Rs. 11.52 crores. The consumer division with all the hype and brand visibility on a net sales of Rs. 79.38 crores has a loss of Rs. 3.45 crores. The entire company (including pharmaceuticals, medical devices, consumer products, printing and other divisions) has a net sales turnover of Rs. 199.04 crores and profit of Rs. 21.99 crores. Just look keenly at the above figures, you will see that the pharmaceuticals division is contributing almost 50% of the profits, even though the sales is not even one third of the total sales

IF THIS IS THE STORY OF A CONSERVATIVE COMPANY YOU CAN WELL IMAGINE THE BALANCE SHEETS OF AGGRESSIVE BIGGIES AMONG INDIAN PHARMA. THAT IS THE LURE OF PHARMA!!

Wanbury

This company too is an interesting case study. Wanbury has a focused approach and operates mainly on two platforms: one, Wanbury concentrates on the OBG segment, and secondly, Wanbury looks to NDDS (ie., novel drug delivery systems) or other differentiated branded product offerings to make a distinguishing cachet in the pharma marketplace. By concentrating on the OBG segment Wanbury seems to get a better bang for the buck. It is this specialist-focused approach that worked for companies like Torrent, Intas, and Sun Pharmaceuticals too when they began their operations. In fact, this DNA has not changed for these companies – they have divisionalized and the specific divisions continue to have the basic focus.

Wanbury has created waves through a powerful launch of C-pink - the hematinic brand. Wanbury growing at 87% has just launched sustained release delivery based NDDS nitrofurantoin for management of UTI - particularly in gynec cases (there is the OBG focus once again). This market is again not crowded and has good potential as UTI in women is a chronic, frequent and recurring problem. The basic USP of Nitrofur SR (Nitrofurantoin-100mg, sustained release) is patient compliance.

The lure of pharma is profits, sales, financial health, feel-good feeling for the promoters, an excitement

Ayurvedic pharmaceuticals

From time immemorial, herbal and Ayurvedic products have been the sheet anchor of healing systems in India. While most companies looked to cash in on the opportunity through allopathic or Western Medicine products, few companies like Himalaya Drugs endeavored to present the ancient remedies in a modern scientific format, backed by clinical trials that are acceptable to modern physicians. Liv 52 continues to be a star brand of the Indian pharma market. In recent times, Himalaya has started an approach that can redefine its financial performance. Realizing the untapped rural potential (since most of the herbals are consumed in rural sector, and the fact that 70% of the Indian population is rural, and constitutes 21% of the total market), a new division of Himalaya is focusing on this market segment particularly in the Hindi belt where Ayurveda rocks most. In fact, evangelical marketers of Yoga and Ayurveda like Baba Ramdev are contributing to the market expansion of Ayurvedic pharmaceuticals.

Another very interesting dimension of this market is the possibility to address the end-consumers legally. Patient education strategy is meticulously adopted by Ayurvedic marketers, to enhance revenues through the OTX positioning.

The lure of Indian pharma is in its huge market potential.

Healthcare supplements market is exploding

There is a healthcare wave and this has caused a rush market for authentic healthcare supplements and services. Cashing in on this wave are companies like Juggat Pharma, Merck, and Mankind that have launched electrolyte energy drinks concept brands (in a ready-to-drink format), and creating ripples in the pharmaceutical and healthcare market. In fact, Juggat Pharma has pioneered the concept and contract manufactures the brands marketed by Merck and Mankind (info@jagdale.com).

All in all, hail the rise of Indian Pharmaceutical and Healthcare market!! The lure of Indian Pharma and Healthcare is irresistible!!!

This weekend there will not be any other blogpost due to preoccupations. Thanks for reading this blogpost, please do scroll down, click on older posts wherever required, and continue reading all other posts.

SARAH ROCKS

I GOT THE ABOVE IMAGE FROM HERE.

Pharmaceutical marketing and selling requires the right training. The training requirement is not about the technical aspects alone. It is very much about successful oral communication and influential body language in different settings with the physician. There are several aspects to the science and art of speaking successfully, and getting the message across. And there are specialists who train and help pharmaceutical companies excel in the challenge of customer conversion through field force effectiveness.

Sarah rocks!

One look at the web site http://www.taylorpresentations.com/index.htm – and you are convinced with the positive vibrations, confidence, and cheer that Sarah Taylor can bring to the table. Sarah Taylor is apparently making a great deal of contributions in the sector of training for pharmaceutical selling through her firm, Taylor Presentations.

Besides her own persona that strikes out, Sarah has put together a great team of sales training professionals whose vibrant bios you can read here. It is apparent Sarah has a great team building ability and this helps add value in the sales building process of pharmaceutical companies.

Sarah’s articles

In the website Pharma rep, Sarah has written very useful articles that touch every day activities of MRs.

In this article Sarah emphasizes on the importance of TARGETING THE MESSAGES. The basic point is that one cap does not fit all! Although there can be uniformity in messages, it needs to be tailormade to the doctor's profile to obtain a better listening index of the prospect. The exciting point in this article is the suggestion to try and understand the learning style of the prospect - and accordingly perform the in-clinic activity. For eg., there are doctors who learn more from visual displays. Others prefer the audio and discussion style. There are important points such as, on how to strategize the message content and delivery depending on whether the doctor is an early adopter of new drugs or not.

In another article Sarah advices on how senior reps can help in inducting rookie MRs. It is also interesting to note that Sarah uses 'she' when referring to MRs. Probably there are many lady MRs in America. In fact, Sarah emphasizes that this is an opportunity for the senior MR to demonstrate that she or he is 'manager material' apt to be considered for future promotions. Thus, MRs can use this experience to coach new MRs for career advancement. This is the normal routine in India too - albeit, we have to use 'he' more often than 'she'.

In another sensitive article the author deals with the common problem of dealing with 'difficult' doctors. This is a common field problem. To attract the attention of such doctors, stimulating the interest of doctors, kindling the desire to prescribe a particular brand, and finally the action of actually prescribing the brand is a challenging task. And Sarah offers tips to manage such difficult doctor calls successfully in this article. In fact, ruminating on the contents of this article makes it clear that EQ is a very vital faculty in doctor conversion.

Unlike in India, sponsoring lunch to doctors and using the time to interface with the physicians and getting them to prescribe the target brands is a common field strategy in USA. In India, the emphasis is still on in-clinic activity. This is the culture of medical practice and pharmaceutical selling in India. The moral of the story is that whether the platform to promote the product is in a clinic or during a working lunch, it is vital to use the opportunity for product promotion and business. It is prudent however, to make powerpoint presentations on the product and related therapy aspects while the doctors have lunch as is done in India. This will also strengthen product oriented conversations to reinforce prescribing behaviors.

Consultative selling is a powerful style but requires solid grounding of knowledge and communications skills. However, it is a very successful technique. In fact, Pfizer MRs are known to start consultative selling using a social style selling skill. One relates to doctors on interesting social issues and then the MR proceeds to engage the prospect on product matters. This point is explored in the article.

The hot button in a prospect is to be understood and used for successful closing. This may be a price point, a safety point, company image aspect, quality issues, and so on. One needs to do a lot of homework on the doctor's profile to find the hot button. This point is beautifully highlighted in the article.

There are no short cuts to success. Preparation and practice is the only way out. Make the preparation fun and purposeful advices Sarah, and she goes on to suggest that joining toastmasters club is a very effective strategy.

This article engages the reader to take one's career seriously before it is too late. The article gives practical and actionable advice on how to reboot one's career as a MR.

It is indeed heartening to note the activities undertaken and the value addition to MRs and consequently to the pharmaceutical profession, by Sarah and her illustrious team. She has also distilled her learnings in a book called Secrets of Successful Pharmaceutical Salespeople.

Thanks for reading this blogpost. Please scroll down, and clik on months as required to read all other blogposts. There won't be any blogpost this weekend.

Pharmaceutical marketing and Religious marketing

I GOT THE ABOVE IMAGE FROM HERE.

The excitement and inevitability of marketing

Marketing is an exciting dimension of human activity. Whether it is pharmaceuticals or religions – all organizations are involved in marketing.

The core of marketing is increasing the consumption of marketed products and services. If it is a religion it is the consumption of the religious services which is at stake. And it implies revenues because, devotees bring in revenue. You plant a seed to harvest later. Pharmaceutical marketers plant samples and gifts to harvest prescriptions. The pharma company gains magnificently by way of profits through the good harvest of prescriptions. In the case of religions, the religious authorities (like the priests) gain in terms of donations (in terms of kind, cash, land and jewels), popularity, a high feel-good factor, respect from people, authority over people in society, ability to control resources and behaviors, and may be finally a great place in heaven or a better rebirth (depending on your belief).

Marketing is the value delivery process of companies or organizations. The objective of marketers is lifestyle change, increasing the customer base, ensure customer retention, and finally increased throughput from customers. Marketing is improving market penetration. Marketing begins by visualizing the target market based on demographics and other market characteristics and titrating the product or service to the market.

The above sentences are applicable to marketing of religions, religious products, and pharmaceuticals too. Pharma marketers go geography by geography and target doctor segment by doctor segment. The idea of all marketers is to develop a huge market base for the product or service, and build habits. For pharma marketers developing favorable prescribing habits is the Holy Grail; for religious marketers it is building a habit of worshiping a particular God, a habitual ritual, or the habit of frequenting a particular place of worship by people - that is the target. Religious marketers too go town by town, seeking the weak or amenable social links to enter, set base and expand.

There are a number of parallels between marketing of pharmaceuticals and religions.

Let us see some dimensions, strategies, and tools of marketing:

Customer conversion

For pharma companies the day of the MR starts and ends with customer conversion or doctor conversion. Customer conversion is the fundamental premise on which all pharma marketing activities are pegged on. Right from the highest authority involved in pharma marketing, to the MR, all activities are to secure higher and higher customer conversions. Reams of market research data are analyzed to map market characteristics, prescribing habits, practice density, market receptivity, pharmacy purchase patterns and so on. This is done to ultimately convert the doctor.

The same principles are used in religious marketing. Target audiences are identified, behavioral patterns analyzed, and their needs, wants, and desires are understood. A religious strategy, structure, and resources, are put in place which address the material, social and spiritual wants of the target population. Thereby finally conversion is achieved.

Value delivery

Value is something that is perceived by the prospect or customer. A doctor may find price advantage to patient to be of value; or a doctor may value a service input from a pharma company such as a sponsorship to a CME or a medical grant for conducting a free medical camp of value, and thereby a doctor will reward the company with prescriptions. Value may also be in the form of regular visits, friendliness, and positive strokes from a MR – here the relationship is valuable to the doctor. Value may come from intangibles or tangibles. Value can come from material things for the personal use of a doctor or for his clinical use. Ultimately there is an exchange process here, value from the company is transferred to the doctor, and the doctor rewards the company with prescriptions.

The ultimate pharma marketer sells hope to the doctor: a hope that the marketed products will satisfy the patient and will indirectly improve his or her practice, a hope that an association with the pharma company will empower the doctor and make the doctor upwardly mobile, and he can improve his status, personal life, quality of clinical services to his patients, personal material comforts and so on.

The same principle comes in to play in religious marketing. Religious marketers offer intangible and tangible benefits to the faithful – an entire global system may back the value offerings. These may ultimately improve the physical, material & intellectual quality of life, educational attainments, moral and cultural fibre, and spiritual growth of the individual. Religious marketers sell a hope of upwardly mobility and a better life. For eg., if a segment of population wants a tube well for conveniently drawing water, the religious institution will offer it provided the users become faithful to the provider.

Among pharma marketers and religious marketers, competition is on value delivery. The better the value - more the customer delight.

Bonding with customers and CRM

Customers of a pharma company or the faithful of a religious denomination require a social bonding. It is human to bond. Pharma companies vie with each other to bond with doctors, and thereby gain prescriptions.

Marketing activities in the fields of pharmaceuticals & healthcare, and marketing efforts by religious organizations involve gifting, merchandizing, branding and other freebies; distribution of literatures, flyers, visual aids, and other marketing communication tools are done to strengthen the central message. Training of the field force in pharma marketing and of the front personnel in religious systems is vital to successfully influence the target market segments. Training ensures better body language, vocalization, verbalization, pronunciation, confidence, and eye contact. Thereby, the objectives of the pharmaceutical or religious organization are realized.

The trick for successful marketing is ensuring positive word-of-mouth, support from opinion builders in society & conformity pressure in the target prospect group to achieve the desired objectives of the marketer.

IN MARKETING, CUSTOMER IS THE KING

Competition between marketers (pharmaceutical and religious) will only intensify in a media empowered society and global market place. The wise ones among religious leaders will see this change as an opportunity and adapt to ensure that marketing activities are powerfully taken up by the religious organizations. Conflicts will continue to rise relating to customer conversion, in pharmaceuticals and religious fields. And in a free market place where competition is rife, finally - Customer Is The King!! In the severe competition between ‘isms’ and products and services, the customer will make his/her choice. CUSTOMER IS THE KING.

Between various pharma brands a doctor will make a prescribing choice based on parameters such as friendliness of MR, service inputs from the marketer, safety, efficacy, quality, supply & availability, and other parameters of marketing communication activity. So the choice is the doctor’s.

CUSTOMER IS THE KING in pharmaceutical marketing and religious marketing.

Marketing warfare and the stakes

Marketing ‘warfare’ between religions or in the pharmaceutical market place cannot be wished away. Because in the process of marketing, there are various aspects relating to revenue flow and asset creation. The stakes are very high. A religious institution’s success rate will measured by the no. of devotees (customers), and collections and assets. A pharmaceutical product’s success will be measured by its market share, ROI, profits generated, and no. of units sold. And all these quantitative parameters will matter a lot - because every one has a higher authority to whom he has to justify. Even the highest authority will have a board of directors or some powerful individuals/financiers to justify to and offer explanations.

Importance of marketing

The importance of marketing is such that today marketing is no more a departmental function, it is an organizational process and applicable to all organizations, may it be religious or pharmaceutical. In marketing of pharmaceuticals and religions, every one is involved - from the highest authority to the receptionist.

Management science and marketing science are all the more important in the 21st century for organizations (both religious and pharmaceutical). Marketing is a sophisticated form of warfare. It involves communication, media management, positioning, promotion, influencing, and value delivery.

Marketing is vital for the nation’s health and wealth. With out competition and marketing, market penetration of products and services will suffer. Healthy marketing competition is a must to ensure efficiency and effectiveness. These home truths about marketing are applicable to pharmaceuticals, healthcare, and religions. If any religion or pharmaceutical organization feels marketing is not required, good fortunes will not court the organization. Market or perish!! The end point is: LONG LIVE MARKETING!

EVOLVING BEYOND RELIGIOUS MARKETING

When you evolve from gross religious marketing - through Yoga, spirit of enquiry and meditation - you transcend (because spirituality is a transcendental experience), you gain mental trances, you go beyond forms, names, communities, creeds, words, rituals, walls, barriers, and the sensory experiences. In that state one gains samadhi – yoga – where the individual soul unites with the supersoul … where individuality dissolves in to the universe … where words and religions end … and spirituality begins! HAVE A NICE DAY!!

This blogpost is put on Mahatma Gandhi Jayanthi (birthday (Oct 2nd), I dedicate this blogpost to the most savvy marketer of all times – Mahatma Gandhi. He used non-violence and non-co-operation as the great tools of his marketing warfare to gain independence for India. This weekend there will not be any blogpost. IT IS DUSSEHRA TIME - HAPPY DUSSEHERA or Dasara TO ALL! Thanks for reading this blogpost, please scroll down, click on relevant icons if required, to read all other blogposts.

Yogi nation, bhogi nation, and the middle path

I got the above images from here (Swami Ramdev), here (Vijay Mallya), and here (Indra Nooyi).

IT IS ALSO A GREAT PLEASURE AND HONOR TO BE RECOGNIZED BY RENOWNED PHARMALIVE BLOGGER CHRIS TRULOVE WHO HAS RECOMMENDED MY BLOG AS A MUST-READ IN THE PHARMA-HEALTHCARE BLOGOSPHERE. THANKS, CHRIS. PLEASE CLICK HERE.


As every healthcare marketer knows, the consumption of healthcare products and services depends on lifestyle. In fact, the avowed goal of marketers is to influence the lifestyle based on marketed products and services. Thus, trend mapping is a key element of strategy creation. Marketers normally peg marketing strategies, promotional approaches, and tactics to the broader market trends. There are three discernible trends in Indian society: they can be called YOGI NATION, BHOGI NATION, AND THE MIDDLE PATH.

Yogi nation: The poster 'boy' or icon of the Yogi nation trend is Baba Ramdev. He has revolutionized healthcare - both preventive and therapeutic healthcare, through pranayama and Yoga based techniques. What is unique about the evangelical marketing of his brand of healthcare is EVIDENCE BASED APPROACHES. Swami Ramdev talks purposefully on including pranayama and Yoga as a part of one's daily regimen. He collaborates with and exhorts allopaths and other healthcare practitioners to include Yoga & pranayama as a part of the therapeutic approach. His strategy is to promote traditional healthcare systems like Ayurveda too. His brand of healthcare and lifestyle has a very large following particularly among the middle class urbanites, and people living in semi rural and rural places. His franchise is predominantly in India and the Indian diaspora. However, in rural South India where Hindi speaking is not prevalent, his influence is not that strong. The reason is, Baba Ramdev speaks mainly in Hindi. He is now attempting to put forth his programs in vernacular TV channels too, other than the main Hindi channel Aastha. However, what is important from the marketers point of view is that, BABA RAMDEV REPRESENTS A TREND IN INDIAN SOCIETY AND THE INDIAN DIASPORA TO GO BACK TO ONE'S TRADITIONAL HEALING ROUTES, PREVENTIVE HEALTHCARE, AND USE OF DIETARY SUPPLEMENTS. Hence, we see advertisements for various health foods, healthcare products, and other products based on Ayurveda on Aastha. He is also openly critical of the tactics used by MNCs to market their soft drinks and the pharmaceutical products based on Western Medicine (or allopathy). However, since many Indian allopaths and those of Indian origin residing abroad have starting accepting pranayama and Yoga with an open mind and even collaborating with Baba Ramdev to implement to willing patients in their practice, Baba Ramdev seems to softening his stand vis-a-vis allopathic marketing. Baba Ramdev reiterates his commitment to make Indian society and the world as a whole 'NIROG' ie., disease free, through lifestyle changes: ie., based on Pranayama, Yoga, Ayurveda, vegetarianism, abstinence from tobacco and alcohol consumption, and living a balanced life.


Bhogi nation: In Hindi, Sanskrit, and other vernacular languages, Bhoga means luxuries, comforts and material enjoyments. Vijay Mallya represents the successful business man who has made tons of cash through providing alcohol beverages - an important item of 'bhoga'. Vijay Mallya who has a honorary doctorate and likes to be called Dr. Vijay Mallya, owns India's largest beer brand - Kingfisher. By this same brand name he runs India's only five-star airline - Kingfisher airlines (which unfortunately is loss making). Vijay Mallya's passion is style and brand building. He does it through using fashion, beautiful models, formula car racing, and other premium image building icons for his alcohol beverage brands. Vijay Mallya's intent is to command premium for his products by creating aspirational values in the brand.

Wherever there is 'bhoga' and an encouragement to a Bohemian culture, illness and disease go hand-in-hand. Excessive consumption of alcohol beverages leads to hepato-gastrointestinal disease, kidney and cardiovascular disease, cancer, and alcoholism. Here lies the great pharmaceutical opportunity. People belonging to the bhoga concept are more susceptible to increased frequency and intensity of various diseases. No wonder, as per ORG IMS Aug 2008 report, for the month of Aug 2008, Liv 52 is India's third largest brand. And it is interesting to note that Corex, which unfortunately has a lot of addiction market (the bhoga concept again) is India's largest pharmaceutical brand with nearly Rs. 160 crores annual sales value.


The MIDDLE PATH: The bulk of the Indian population probably cannot wallow in the bhoga concept. Nor will they fully live by the Yogi concept. These Indians will continue to have the occasional beer, soft drinks, and eat 'junk food' on and off. They will like to consume 'fun-for-you foods' now and then. However, they are hooked on to the healthcare bandwagon. It is based on this aspect that Indra Nooyi - the dynamic and risk taking lady of Pepsi - has launched three categories of products: 'fun-for-you', 'good-for-you', and 'better-for-you'. This is pragmatic and sagacious thinking where in she attempts to combine her products with the evidently robust healthcare trend in society. Thereby two birds are shot with one stone: a) image building and better market acceptance in the stormy Indian market, and (b) market expansion. Nevertheless, there is a strong element of risk-taking in promoting on the health platform. Sceptics will certainly comment: SHE IS DIVERTING RESOURCES FROM THE MARKETING SPEND ON CASH COWS LIKE SOFT DRINKS TO 'WANNABES'. And it is possible that financially it may backfire in terms of decreased profits. So perhaps keeping the fingers crossed, the top management team at Pepsi are looking to increasing market share and profits through this diversion strategy. And mind you, intelligent Indra announced this product strategy in India, where all her top global managers had assembled in Delhi. As such, given the conundrum that soft drinks are in the Indian market, Pepsi has taken the logical route out to increase their market share. But this approach of positioning the products from Pepsico on the health and fun platform requires courage and vision. Indra Nooyi has demonstrated this.

So the great Indian healthcare and the pharmaceutical market in particular, rolls on ... other pharmaceutical players are in the meantime betting big on biotech, with Biocon even announcing continued research on the oral insulin concept. So let us see how the patterns in the Indian healthcare and pharmaceutical scenario unfold.

Thanks for reading this blogpost, please do read all others by scrolling down, and clicking on OLDER POSTS wherever required. Thnks once again. OBITUARY: BANGALORE HAS LOST ONE OF THE STALWARTS OF THE PHARMACEUTICAL PROFESSION: MR. GHEVARCHAND SURANA, FOUNDER OF MICRO LABS, RECENTLY PASSED AWAY. WE PRAY THAT HIS SOUL MAY REST IN PEACE.

Santa Claus comes calling!

America falling, India calling!

America is at an interesting phase in its economy, particularly in its election year! As such, America is a high consumption economy, now in a crisis. Wherever, there is high consumption there is high credit availability. It is a thumb rule. The current status reflects that the Americans are spending more than they are earning. They are takin' credit, spending, consuming, the production system pumps in more products and services, more credit lines are opened up, and the Americans spend more! This vicious cycle goes on and on. So you raise more money and credit, and unique financial products are created to help consume more... finally, the cycle goes bust...AIG, Lehmann and other infallible institutions collapse on the weight of debt. AMERICA FALLING!!

In fact, Chidanand Rajghatta, who writes cutely, says that AIG episode is akin to nationalization of banks - which had happened in our country in the late 1970s.

So what do marketers do? Rush to the emerging economies. And it is easier today as it is a globalized economy. So marketers will engage prospects and customers in the marketplace of rapidly emerging economies like India.

India calling!

It is rush hour, comparatively, in India. The Indian Pharma market (as per Market Intelligence report of ORG IMS, June 2008), is one of the top 3 growing countries, the global rank is 15th, and the growth in the past year is CAGR of 15%. By June 2008, the Indian Pharma market is Rs. 32776 crores with a value growth of 14%. As per this report from ORG IMS, the Indian pharmaceutical market has 400 organized pharmaceutical companies, some 47,000 packs are promoted to more than 5 lakh doctors, who generate nearly 100 crore prescriptions that are honored at more than 5 lakh chemists.

The contract manufacturing market scene is hot. As per KPMG, the Indian contract manufacturing market is expected to touch 2.46 billion USD by 2010, with a CAGR of 41.7% from 869 million USD in 2007. The next level of this market is when along with conventional dosage forms, injectables and biologics will enter this activity.

A Mckinsey study says that the Indian healthcare market is expected to grow 190 billion USD in the next two decades. As per this report, India has now, about 5 lakh doctors, 7.3 lakh nurses, but the country requires an additional 6.71 lakh docotrs and 18.7 lakh nurses.

Business India, Sep 21, 2008 issue on page no. 36 says that the new buzz words in the Indian pharmaceutical industry are dietary supplements, functional foods, vitamins and herbal products. The market, world over for these products is estimated to be approx. 120 billion USD, and in India it was Rs. 1900 crores at the end of 2007 (as per a FICCI background paper). An industry expert has noted in the report, that the global market in this segment has gone from 60 billion USD to 120 billion USD in the past five years. Large beverage companies and even Merck (with its focus on Emblica and aamla) are betting big on this market. The nutraceutical or natural product hype is on in India, Japan, China, Taiwan, and USA.

The New Medical Representative a book by James Pancras says in the foreword of his book: India has about 120000 pharmaceutical representatives. The no. of retail chemists is estimated to be about 5 lakh. (Apollo pharmacy chain feels that the highly fragmented pharmaceutical retail market has about six lakh pharmacies). The no. of pharmaceutical manufacturers is estimated to be 20000 to 25000. And the no. of brand formulations being promoted to doctors, is estimated to be 70000. This book in chapter nine reiterates that even the biggest companies may be able to contact about 150000 potential prescribers. The universe of potential allopathic prescribers may be about 5 lakh (chapter 13). Only about 25% of the billion plus population are said to access allopathic medicines. Regarding doctors, in Chapter 2, estimates are there are some 1125000 doctors licensed to practice. The allopathic doctors are estimated to be around 450000. This is classic book and one-of-its-kind on the Indian pharmaceutical industry, it is published by Masterman (jamespancras@rediffmail.com).

The ORG IMS and Mckinsey reports cited above probably refer to only the allopathic doctors, as the no. is 5 lakh. YOU CAN GET SOME VERY EXCITING VIEWPOINTS ON THE INDIAN PHARMA SCENE IN THE PHARMA MARKETING NEWSLETTER SEPT. 2008 ISSUE. MY ARTICLE IS PUBLISHED THEREIN, THANKS TO MR. JOHN MACK.

Every one likes Santa Claus! The pharmaceutical industry has its own Santa Claus!

The Santa Claus of the pharma industry is the medical representative! This charming and smiling guy or gal, walks smart, and talks smarter. Doctors love to have good and charming MRs around. These MRs smile a lot, unlike the patients they encounter. The MRs give a lot positive strokes. They provide and reiterate important information. They prime doctors on latest medical and therapy issues. They are a great break from the hectic surgical and clinical practice.

But the MR is not just about talking smart and charming the docs. He carries a cute leather bag. It is a bag of goodies. Samples, prescription pads, and other small and cute gifts come out of the bag. The MR is also an important contact point for the doctors to access the vaster marketing budgets of pharma companies. The doctor through the MR can strike sponsorships, CMEs, conference sponsorships, and personalized gifts from the pharma company. And all with a smile.

In India, today the MR is like a concierge service too. The MR very often handles the problems of doctors and provides tangible and intangible services. Its like the doctor then says Thank you Santa Claus!

Consider the following real-life examples:

The MR enters the clinic and finds the fan not working. The MR after taking the doctor's permission organizes the repair, very often sponsored by the company.

Another recollection is that of a doctor who arrives at the Bangalore railway station at about 11.00 pm from an interior place, and finds the autorickshaw drivers very irritating, and its getting difficult to go to the new Bangalore International Airport for an onward journey to Calcutta. The doctor immediately calls up a known MR. The MR is the knight in shining armor. The MR assures the doctor not to worry and stay put in a nearby cafe. Using his speaking skills and contacts with a taxi driver the MR ensures that a taxi comes to the doctor and safely drops the doctor to the airport. All this is done thanks to the mobile phone revolution in India!

Smart MRs provide busy and rich doctors with financial tips: best mutual funds, shares and other financial instruments to invest on. In fact, some companies now provide sponsorship to mutual funds too.

The lady doctors? Oh, they just like smart MRs. The MRs are smart, look good, smell great, they provide excellent courtesies, and make the lady doctor feel like a queen. They provide top notch and thoughtful gifts, like handbags, cosmetics, and even jewelery. And in times of need, there is help round the corner through company services like CMEs, arrangements for travel and stay during conferences - the MR arranges it all, with a smile.

And at the end of all this, what does the MR want? Just a few prescriptions. COME WHAT MAY, let the pharma marketers cook up various avenues of pharma communication: courier marketing, web based marketing and what not... the MR will just continue to be there. The GOOD MR WILL ALWAYS PROVIDE THE HUMAN FACE OF THE PHARMA COMPANY HE REPRESENTS. In an era of hollow relationships, the charming MR will always be there for the doctors, with a smile, with his charm, a great presence, and never ever wearing a frown, even if the MR's wife is hospitalized, or his child in suffering, or his monthly salary cheque has not come from the company or if his manager has harassed him (for not reaching the sales quota) or if the incentive ie., commission amount has not reached him, or if the MR has traveled arduously to an interior in a stinking bus - still he will be fresh, smiling, charming and smart in the clinic, to represent his company to the target doctor. LONG LIVE THE MR!

THIS IS THE REASON WHY MR. JOHN MACK IN THE SEP 2008 ISSUE OF PHARMA MARKETING NEWS SAYS:FRIENDLY PHARMA SALES REPS EARN MORE BUCKS WITH FEWER SALES CALLS. Alvin Toffler the famous futurologist has in fact said, that the futuristic trend in business will be HI TECH - HI TOUCH. So MRs will engage target doctors with smart gadgets like multimedia mobile phones, tablet PCs, and laptops. The pharma marketer will use web 2.0, web 3.0 and other tech tools to engage the doctor too. Still the MR will be there because HE IS THE SANTA CLAUS, THE PHARMA SANTA CLAUS!!

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Publicity - the emerging 'P'

I GOT THE ABOVE IMAGE FROM HERE.

The explosion of media (including new media) in the modern age is creating new and urgent importance for laying emphasis on 'publicity' - the P factor - in the promotional mix in pharmaceutical and healthcare communication strategies. Traditionally, pharmaceutical marketing has not laid high importance on publicity. The marketing communication efforts concentrate on doctors, and chemists. With doctors having complete control over patient behavior, influencing prescribing and recommending behavior of doctors has always been given prima donna importance by pharma companies. While this will continue to have the #1 priority in pharmaceutical communication efforts, the factor of PUBLICITY will now have to be addressed more keenly and delicately. This is mainly due to the explosive growth of media, its connectivity to the masses, and ability to influence patient or prospect behavior.

Publicity and Wyeth's pneumococcal vaccine

The startling effect of publicity on marketing efforts was felt recently when Wyeth's pneucomoccal vaccine made waves in national newspapers for the wrong reasons. On 8th Sept., 2008, front page news in the leading daily of India (The Times of India - which incidentally is one of the largest media brands in the world) questioned whether this vaccine was relevant to India. The report in The Times of India, is excellent where points being emphasized include that the vaccine does not decrease clinical pneumonia, the cost of vaccine just does not justify, and that WHO itself talks of its side effects... CLICK HERE PLEASE. In India, IAP (Indian Academy of Pediatrics) has two classifications for vaccines - those that need to be given compulsorily like DTP, Hepatitis B, BCG etc., and another class of vaccines that the patient has to discuss with the doctor and administer to the child (this class of vaccines are popularly called optional vaccines). Wyeth has been working hard to put the PCV (pneumococal conjugate vaccine) from optional vaccines category to compulsory vaccines. The media reports suggest that the PCV (pneumoccal conjugate vaccine), a patented product from Wyeth (hence, having monopoly market in India) does not justify the expense, is not very effective in 'clinical pneumonia', and can even increase incidence of asthma. The media sources cite WHO reports in support. FROM A MARKETING POINT-OF-VIEW, THIS IS NOTHING LESS THAN A PUBLICITY DISASTER. Drug Action Forum - Karnataka has asserted that the pneumococcal vaccine should be withdrawn from WHO immunization programs. DAF - KARNATAKA has written an open letter to WHO questioning the usage of the vaccine on a broad front. THIS IS ABSOLUTE UNINTENDED 'DEMARKETING' OF THE PNEUMOCOCCAL VACCINE FROM WYETH. From an economic point of view for the company, these media publicity happenings are a serious blow. The spill over effect will naturally be felt on other products of Wyeth as it represents a loss of goodwill. This media publicity related WYETH'S CASE OF PCV holds a great lesson for pharma marketers.

A second boat was rocked slightly by the media

Media reports on the promotion of letrozole to treat infertility by Sun Pharmaceuticals, recently created ripples. However, what is striking about this case of media activism (?) is that MIMS has questioned the wisdom of DCGI (Drugs Controller of India) in permitting Sun Pharmaceuticals to legally market the drug for infertility management. MIMS questions the preclinical and clinical procedures followed for permitting letrozole promotion in infertility. This is perhaps a case of splitting hairs. Scientific debate can always be encouraged and the room for improvement in case of clinical studies is always big. However, there is nothing hard core to point out in the case of letrozole that the safety and efficacy factors of a medicine's use has compromised patient well being. Moreover, in India, off-label use of drugs based on the prescriber's wisdom and experience is a common phenomenon.

The lesson from the above case studies

The important lessons to be drawn from the above recent happenings is that PUBLICITY is now emerging as an important element of the promotional mix in pharmaceutical marketing. Traditionally, pharma marketing has concentrated on personal selling, advertising, and packaging in its communication strategy. Perhaps, only The Himalaya Drug Company (a leading herbal and Ayurvedic manufacturer and marketer) has laid emphasis on PUBLICITY or PUBLIC RELATIONS as an important element of the promotional mix. This company has done admirably well on the PR front whenever Ayurveda has been rocked by the now familiar and frequent news of heavy metal toxicity in formulations or other issues. However, on the whole, Indian pharma companies ought to change their mindset to include the publicity dimension in the marketing promotional mix to avoid any unsavoury news and uninvited DEMARKETING of products. For example, many Indian pharma and healthcare companies do not have a MEDIA KIT, (an information packet about a business or product), which is the basic element of good publicity. That is a good place to begin with!

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Pharma retail market characteristics

I GOT THE ABOVE IMAGE FROM HERE. YOU CAN GAUGE ITS IMPORTANCE AS YOU READ BELOW.

In society there are three main types of organizations: GOs (ie., governmental organizations), NGOs (non governmental organizations) and business enterprises. With the integration of the global economy marching ahead, and free market economies becoming all important, business enterprises are gaining in importance as societal organs. In a mixed economy, Govts., or governmental organizations are important entities supplying products and services to the society. In free market economies, private and public listed business enterprises are very important entities supplying products and services to the market. The key word to all business enterprises here is the MARKET. Understanding the market: its composition and characteristics, is vital for marketers.

MUCH HAS BEEN WRITTEN IN THE MEDIA ABOUT THE FREEBIES AND SPONSORSHIPS GIVEN TO DOCTORS BY PHARMA MARKETERS TO GENERATE PRESCRIPTIONS IN FAVOR OF THE PROMOTED BRAND, HOWEVER, THERE IS ANOTHER IMPORTANT CHARACTERISTIC OF THE INDIAN PHARMA MARKET, IT IS CALLED 'BONUS OFFERS FOR CHEMIST RETAILERS':

Chemist retail bonus offers and pharma brand substitution

The Indian Pharma Market is controlled mainly by prescribers and to a large extent by the chemist retailers too. This is a special characteristic of the Indian Pharma market. A medical representative's job dosen't end with generating prescriptions. It entails managing the chemist retailers too. After all, the retailers should honor the prescriptions - if the prescription gets substituted with a competitor brand, the MR's efforts are in vain. Substitution of prescriptions is a peculiar phenomenon of the subcontinent. There is no guarantee that the brand prescribed is the brand dispensed. There can be understandings between the prescriber and the chemist as to the brand that needs to be dispensed. If a doctor has gained favors from a pharma firm or if the chemist has informed the doctor that a particular brand is available with very high 'bonus offers' ie., certain percentage of goods will be given free on purchase of the brand, for eg., for Brand X buy 10 bottles then get 2 bottles free, buy one box of a particular sildenafil citrate brand and get two or three boxes of that sildenafil citrate brand free; then that brand-on-the-scheme will 'run more on the chemist counter'. This approach is called offering retail schemes or retail bonus offers. There are newsletters mailed to chemists that advertise the bonus offers. Why is this done? Well, mere offering the retail scheme dosen't guarantee that the stockist (or wholesale distributor) will part with the scheme to the retailer. The wholesaler may part the scheme selectively, and get to enjoy the free goods himself. The goods are not marked as free, they come along with the MRP. So the stockist can bill these goods to the retailers too. Thus, to ensure that the retailer gets to know of the scheme, mailers and newsletters to retailers inform the details of the scheme, and the retailer can demand the scheme goods from the stockist sales boy. Pharma companies too prepare special leave behind literatures on scheme details that are distributed by the MR to the retailers. The obvious tendency of the chemist retailer is to dispense that brand on which he earns more, through the freebie goods. This is the pharma brand substitution characteristic of the Indian pharma market. Particularly in semi urban and rural areas, the 'retail offers' work magic in increasing the sales. In the case of dispensing doctors or doctors who have 'attached chemists', bonus offers work the magic in increasing the sales.

The retailer can also can get samples from MRs in lieu of 'official schemes' or in addition to the special retail offers, and these samples can be sold off to the unsuspecting or ignorant patient. This is called in local parlance 'chemist adjustment'. This approach of chemist and doctor adjustment with samples also helps the MR get POB (personal order booking) for his brands.

Briefly there was a season for generic-generics. This means generics that are unbranded. Normally, generics as such, are unbranded, however, in India, most generic medicines are branded. Generic-generics, there was a lot of hoopla about this concept a few years back, which has died down now, are not promoted to doctors. They are sold to retailers at low cost and on scheme too. However, these generic-generics have a high MRP. So the realization or mark-up for the chemist is very high - as high as 200% or even more! So the retailer dispenses these generic-generics and earns more from them. The patient is reassured about the content of the generic-generic and the quality if the patient inquires about the apparent substitution. However, the hoopla has died down after the Govt., took certain steps to suffocate this market. Nevertheless, today, a small generic-generic market continues to operate.

Retailer controlled sales

In USA, there are over-the-counter drugs (that which the patients asks for and buys legally), behind-the-counter drugs (where the pharmacist is authorized to dispense certain drugs, without any prescription from the patient; as such there is a talk that this category of drugs will be created shortly), and the prescription only drugs - they are dispensed on prescriptions only. In India, every thing is virtually over-the-counter and behind-the-counter. Thus, retailers in certain areas - where patients are not very educated, or in lower economic areas - the retailer gets to control the pharma market to a very large extent. Hence, in metros and urban areas, where retailers do not dominate the pharma business as much, MNCs get to dominate the market. In non urban areas, retail control on pharma business is very high.

Retailers also dispense several drugs over-the-counter to patients directly for the management of routine types of infections and illnesses, and also certain other products. Particularly in the case of sex rejuvenators and sexual health related products like ayurvedic sex rejuvenators, sildenafil citrate, and mifepristone (which is a huge OTX or over-the-counter plus prescription market; some of the top Indian pharma brands like Unwanted and MT Pill are mifepristone brands. This market is growing rapidly.) - the retailer is the 'sale generator'. Most often than not, the patient goes directly to the pharmacist to get the medicine. The pharmacist educates the patient on how to use the medication. Thus, retail offers are very high in this segment.

These are examples of market characteristics that are not textbookish. You go out in to the field and get to learn of them. Earlier, ORG the key market research organization for the pharma market, used to print 'blue books' of the market data, which used to have a compilation on the official bonus offers on various brands.

An important fall out of this retail bonus offers phenomenon is that competition between pharma companies gets fierce at the retail counters but the patient does not get any thing in return unless the retailer on his own, due to inter-chemist competition, offers discounts. This is one reason why chemists including chains like Medplus offer flat 10% discount to the patient.

Why are pharma retailers so powerful in India?

This has to do with a bit of history of medical profession in India. In the days of yore, doctors were responsible for diagnosis and dispensing of the medicines. In fact, among doctors who practice Ayurveda, the traditional form of medicine, most of the doctors are dispensers. This is in fact a subcontinental practice, as can be seen in Sri Lanka too, where dispensing doctors is a common phenomenon. Pharmacists to dispense only is a Western phenomenon, and has taken roots in India only after independence. Hence, today, the patient expects that pharmacists too dispense medicines on their own just as they do not mind doctors dispensing the medicines. Hence, addressing the characteristics, needs, and wants of pharmacists in a judicious way is inevitable to operate in Pharma India. THIS NATIVE INTELLIGENCE IS RESPONSIBLE FOR THE RAPID GROWTH OF COMPANIES LIKE MANKIND.

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Fortified water

I GOT THE ABOVE IMAGE FROM HERE.

JUST THINK FOR A MOMENT... WHICH IS THE LARGEST ORALLY CONSUMED SUBSTANCE? IS IT SUGAR, COFFEE, TEA, RICE, BEER, ... IT IS OF COURSE - WATER - EITHER DIRECTLY OR INDIRECTLY THROUGH OTHER FOODS AND BEVERAGES.

WATER IS ORALLY, THE MOST CONSUMED SUBSTANCE. SO LOGIC DICTATES THAT THIS BASIC SUBSTANCE OF LIFE SHOULD BE THE LARGEST BUSINESS OPPORTUNITY!! IT ONLY REQUIRES SOME IDEAS AND CONCEPTS TO BRING FORTH A NEW MOMENTUM IN THE DRINKING WATER BUSINESS.

THE DRINKING WATER BUSINESS IS AN EVERGREEN BUSINESS. AS LONG AS THE HUMAN BEING LIVES, THERE WILL BE A NEED FOR WATER, AS PLAIN WATER, COLD WATER, FORTIFIED WATER, WATER-IN-BEER, WATER-IN-TEA, WATER-IN-COFFEE, WATER-WITH-SODA ETC.

Momentum is an important word in business. Momentum implies change, it indicates a sequence of events. And the right momentum in businesses leads to increased profits and customer delight – the two important end points of every business activity. Creating momentum in business activities makes exceptional growth of business possible. So the concept is 'momentum leadership'.

Packaged and Drinking Water Business in India

Water is at an exciting phase of business activity in India. Earlier the emphasis in India was provision of clean and potable water through the drinking water taps. Then came the packaged drinking water concept to the masses. And along with it the water purifier equipment market grew. Today, this emphasis continues – however, parts of the drinking water market in India are ready for a momentum – something new to take it forwards. To create the buzz and expand the market further.

The packaged water drinking market is slated to shoot to Rs. 10000 crores by 2010. Bisleri and Bailey dominate. However, this market is commoditized with lots of regional players. The market is set to expand further, given the fact that prosperity levels are increasing, health consciousness is ever increasing, and along with it aspiration levels in India are also on the rise. The confidence on the growth of the packaged drinking water is also because comparatively, South East Asian countries with a similar climate profile and a smaller population have a larger market for packaged drinking water!

Water purification systems like Aquagard, Kent RO, and Pure It are creating waves and the market is increasing fast. In fact, Pure It has targeted doctor clinics. Pure It is kept in patient waiting rooms, where the product serves to fulfil the thirst needs of patients and is a great advertisement for the product too, since the opinion builders of Indian society on healthcare products, ie., doctors themselves use the product.

Modern lifestyle is characterized by a sedentary lifestyle, increased creature comforts - conveniences, comforts and luxuries; and increased consumption of fatty foods, sugar, salt, and meat. And this has led to the so called lifestyle diseases – cancer, diabetes, atherosclerosis, and endothelial dysfunction (which are vascular diseases – in the former blood vessels become inflamed, hardened, thick, with loss of elasticity; the latter is the first stage of atherosclerosis, where in the inner most layer of blood vessels become dysfunctional). In fact, obesity particularly abdominal obesity too is a disease of the modern society.

The modern era has redefined the consumption of water. Water with caffeine and kola nut ext., ie., the cola drinks sell in large volumes. The energy drinks market too is promising. Thus, the need for water in various forms or avatars is universal. Water is indeed great business, and a very profitable one provided it undergoes value addition. Today, packaged drinking water and the mineral water business is ever expanding. Besides, water purification systems like Pure It and Aquagard have created a water business segment in the home segment. Today, the drinking water business is mature enough to evolve further value added segments.

Fortification of food and water

Fortification of food is a well established approach. Fortification creates talking points for the brand and consumer pull. For instance, folic acid fortification in bread is an approach that has contributed to avoiding neural tube defects.

The Indian packaged drinking water market and the water purifier market is ready for WATER FORTIFICATION.

Water fortification is the addition of micronutrients to packaged water or through water purifiers to create additional value in the water for the customer, so that the products can command premium pricing and ensure higher customer delight.

The most common concept is water fortification with vitamins. These vitaminized waters have a health attribute. Flavor is an important tool to increase water consumption, satisfy thirst, and enhance 'water brand loyalty'. Flavor comes through natural and artificial sources. Flavor, salts (including common salt), minerals, vitamins, and other micronutrients can create a product to ensure brand differentiation and strengthen brand markets. In fact, the category of electrolyte energy drinks is an avatar of the basic need of humanity - water. After all, which mother wouldn't like to give her children vitaminized waters, or which wife wouldn't want her husband to drink healthy waters?!

Water fortification has gone to a new high in USA. There are special branded waters for menopausal women, for heart patients, and even special waters for enhancing sex activity!

An open for all market in India: the Eldorado is waiting to be tapped!

The demand by the market to use water as a medium to deliver micronutrients and functional ingredients will only increase in India, as prosperity and health consciousness rises. Today, this enhanced waters market is an open field in India. There is an opportunity of first-mover advantage available for the bold and entrepreneurial pioneers. The trick is to enter through opinion builders and the OTX format. So you look to healthcare professionals to indirectly or directly endorse and recommend the product, and look for over-the-counter sales and 'through prescription' (a-la-Revital) sales. This will create the demand and the market pull. The market is there for cherry picking!!

India is the home to the largest diabetic population. And these people are health conscious. Many of them are obese. This segment is susceptible to diabetic complications like kidney damage, and eye damage. These patients are already primed to receive healthcare concepts - so products like antioxidant waters, vitaminized waters, or waters with extracts that help reduce blood sugar (eg., Gurmar or Gymnema sylvestra extracts in water) or waters with extracts to help slim (eg., Malabar tamarind or Garcinia cambogia extracts in water)... will find takers in the diabetic segment.

India is also a home for cardiovascular diseases. And here is the Magnesium in water concept. The advantage is a fund of good benefits of magnesium (along with calcium) in atherosclerosis. Or one can consider heart friendly herbal extracts in water.

Can water purification systems use water fortification strategies? The answer is YES! The concept is to have a system to have a dispenser put in contact with the water in the purifier, that will slowly diffuse out water soluble vitamins like Vitamin C and low levels of folic acid or vitamin B complex (provided taste is not unpalatable). The blessing is that water soluble vitamins will not cause toxicity. Particularly Vitamin C is required in high amounts and can even slow down aging through antioxidant action. There! You have antiaging water through a water purifier!! The technology is already available. Consider Flushkleen, this product is a system that has a dispenser which is put in to the flush tank. The dispenser slowly releases the antiseptic substance and pigment through diffusion out of the dispenser. The same system can be applied to permit diffusion of water soluble vitamins from the dispenser in to the water purifier's water tank. This is a concept I am elucidating. This addition to Aquagard, or Kent will only increase its importance in a home. So one can expect this water purifier home appliance to be as ubiquitous as the iron box, TV, washing machine or refrigerator, when the health benefits are appreciated by the target buyers.

Value addition in water has, as we see above, a vast scope. WATER FOR LIFE AND WATER FOR A GOOD BUSINESS!!

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