The ever expanding pharmaceutical industry in India has seen
several phases of activity:
a) MR-centric era: Medical Representatives were appointed
who carried the product message, samples and other collaterals (including
compliments) to generate business...more MRs = more business!
This went on for some time...then the...doctor - centric era
came up...
b) Pharma companies used the MR network and customer service
executives to go beyond messaging. Doctors were/are pampered with
freebies, sponsorships and deals to prescribe the target brands.
Now with social media going strong, and the Govt. of India
looking down with a frown at current doctor-centric pharmaceutical marketing
practices (UCPMP or the Uniform Code of Pharmaceutical Marketing Practice is
now becoming a priority policy for the Govt. of India), a slow momentum towards
an era of patient-centric communication is taking shape.
There are several factors contributing to this trend:
POLITICAL: the central government is imposing price ceilings
through NPPA (National Pharmaceutical Pricing Authority) and putting curbs on
adventurous marketing practices through: UCPMP. The Union Central
Government and state governments are giving shape and enforcing generic name
prescriptions by doctors. Jan Aushadi or generic drug stores concept is
being given a fillip by the governments (state and central).
ECONOMIC: inflation pressure is on top of mind of policy
makers, hence, they are actively working to put a ceiling on pharmaceutical
formulations.
SOCIAL: In urban and semi-urban areas, social media,
electronic media and internet (particularly mobile internet) is providing a
link between patients and information on medicines. Thus, the slow but
sure process of empowering patients or patient care givers on unbranded
generics and branded generics is a work-in-process trend in society.
TECHNOLOGICAL: the information revolution is not only here
to stay, IT is revolutionizing information dispersal, way of diagnosis, and
patient-doctor interactions. As mobile internet penetrates faster and
faster and various mobile apps get invented, it will put the power of choice in
the patient's hands. In months to come, patients will compare brand
prices real-time of various pharmaceutical formulations and make their
purchasing choice, with or without consulting their doctor. For doctors,
retaining patients and obtaining word-of-mouth through satisfied patients is
critical, hence, they will certainly go with what is ideal for the patient,
rather than pharmaceutical companies.
ENVIRONMENTAL: the herbal ayurvedic trend is gaining
traction with every passing day. The humongous growth of Patanjali is a
case to study. With this environmental friendly products will have an
added attraction with patients.
LEGAL: there are legal hurdles of full fledged communication
including advertising of prescription only drugs to patients. However,
there are means of communicating through doctors to patients:
Example 1: Assume a doctor prescribes Glycomet to a patient
(after taking the patient's permission). The doctor enters patient's
email id and mobile number into the computer. The computer automatically
updates this information to the pharmaceutical company server.
The company server through it's software starts sending sms
reminder for dosage alerts, and other tips for managing disease, drug side
effects etc.
Example 2: On purchase of a box or strip of Ramistar, the
patient is encouraged by pharmacist retailer to give a missed call to the
company's special number for patients. After this, the call center rings up the
patient, collects basic contact details and then starts various messaging
systems such as dosage alert sms, whatsapp based infographics, educational
videos through whatsapp etc.
Example 3: A call center number on the product pack or in
the advertising poster placed in the patient waiting area of the clinic - will
encourage the patient to use IVRS and gain interesting information on his
disease and disease management.
Example 4: The pharmaceutical company organizes in
co-ordination with doctors various patient education and entertainment (with
fun games etc) on disease and disease management. This helps patients
manage their disease better (eg., depression), bond with their doctor and build
their morale for obtaining better health outcomes.
Example 5: Prescriber enrolls his patient to subscribe a
disease management monthly health magazine (print or e-magazine) from the pharmaceutical
company. The patient receives this magazine through courier and learns a
healthy way of disease management. For instance LIVE WELL WITH RAMACE can
be the title of a monthly magazine for the patient. This magazine can
provide health tips, hypertension and kidney health management articles etc.
Example 6: Patients can be encouraged by the product pack or
by the prescriber to follow the brand on facebook or twitter
Example 7: Patient can register at the product website and
obtain informational emails etc.
Example 8: Patient can register for free BMD (Bone Mineral Density) test...with his personal details, and once a prescriber starts his calcium medication, the brand marketer can engage with the patient through email, whatsapp and sms to ensure patient stays on course with the medication.
Why patient-centric communication?
The current environment is such that
doctors are under a cloud for alleged over-prescribing and pharmaceutical
marketers are also getting negative press for doctor oriented services. Patients are also fed
with a steady dose of such stories in the press/social media. The central and state
governments are also putting pressure for ensuring sale and consumption of affordable unbranded
generics.
Hence, the way out for pharmaceutical brand marketers is to build trust and reputation through an integrated communication approach - involving prescribers and patients. Hence, patient-centric communication strategy is the need of the hour in Indian pharmaceutical communication and marketing practice.
Hence, the way out for pharmaceutical brand marketers is to build trust and reputation through an integrated communication approach - involving prescribers and patients. Hence, patient-centric communication strategy is the need of the hour in Indian pharmaceutical communication and marketing practice.
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