What next?

What next?

Question: What next?

Answer: Stay relevant - through digital!

What next? Perhaps this is the top of mind question of all marketers and others.  

The situation got changed

We are all used to a way of life.  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.  As evening falls, going home via a friend’s place or favourite café or after a walk in the park is what one does.  This pattern repeated day after day.  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 fulfillment. And suddenly, one fine day, it is curtains for this pattern.

Virus break

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.  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.  This pandemic has ensured economic cycles are broken.  Everyone is wondering - what next?

We are aware marketing is an important organ of business development.  Marketing is an organizational process (not just departmental) to create, communicate and deliver value to target audiences, stimulate and facilitate exchange processes.  Marketing generates customer satisfaction and delight (the latter happens when we do something extra unexpected to the customer and he gets delighted).  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.  Marketing is accountable for customer acquisition and retention.  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.

The current socio-economic scenario is certainly not going to the normal we know any soon, is my viewpoint.  The future scenario will have several new normals’, this will include hefty digitalization of marketing - digital messaging with lesser face-to-face interactions.  The Covid-19 pandemic induced lifestyle change is a trend and we need to change our marketing activities accordingly.  Digital marketing and e-messaging is the only way out.  Jo dikta hain woh bikta hain is the only truth of marketing and business development.

Already online medicine companies have got the green signal from government - https://timesofindia.indiatimes.com/india/centre-permits-doorstep-delivery-of-medicines-during-covid-19-lockdown/articleshow/74829942.cms 

We are seeing a sea change of attitude towards digital activity by govt. of India and all other business organizations:

Big Bazaar has revved up the home delivery activity.  Ref.: https://www.bigbazaar.com/door-step-delivery/ also second reference: https://economictimes.indiatimes.com/industry/cons-products/fmcg/big-bazaar-expands-home-delivery-footprint-as-india-gets-stuck-in-lockdown/articleshow/74807089.cms

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.  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.  Big Basket is taking pooled orders from a single apartment complex that makes fulfillment faster and easier.  That is how market responsive firms respond; they rise to the occasion, at Mahindra, a few innovator employees locked themselves up to finally come up with the prototype of a ventilator. 

THE MOST IMPORTANT THING FOR AN ORGANIZATION IS NOT TO GET OVERWHELMED AND IMMOBILIZED. 

A challenging crisis time is the opportunity to recast marketing procedures and get relevant to stay in business! 

That is what Cipla is doing with Cofsil.  Many in the market never knew that this respiratory health brand had a mouthwash gargle.  Suddenly Cofsil Experdine Gargle https://www.cofsils.com/experdine-gargle is making its presence felt in you tube advertisements and other digital media.  Cofsil Experdine Gargle is a mouthwash.  Positioned as a gargle and mouthwash, Cofsil is useful for oral health.  The beauty is that mouthwashes can be used to gargle in the mouth and cleanse the throat.

Betadine has put its mouthwash and gargle on a high exposure mode digitally.

Many sore throats are caused by viruses and some types of bacteria.  And this is the time of Covid-19 virus - ideally we should be using more of mouthwash for oral and throat gargling along with hand hygiene.

Two vital trends for good health in the background of Covid-19 pandemic that pharma marketers can use:

a)     Hand hygiene

b)     Mouthwash based oral hygiene (for oral cavity hygiene and throat gargling)

We have a habit of touching the face, studies say we do it up to 16 times a hour, unknowingly by force of habit.  Contaminated hands transfer bacteria and virus to the nose, mouth, eyes and lips.  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.

The era of digital marketing in pharma has arrived firmly thanks to disruptive pandemic Covid-19.  Pharma companies are racing to engage doctors, pharmacies and patients on health and products.

Freshchlor is a mouthwash for oral hygiene (mouthwash and throat gargle with proven use against viruses and bacteria)

There are many possible digital marketing approaches:

a)  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  (many private medical practitioners are having reduced patient flow and dentists are not practicing chair procedures)

b)     Engage with campaigns through whatsapp to targeted doctors and pharmacies

c) Make product websites interactive so that patients engage with them eg., https://www.cofsils.com/experdine-gargle and https://www.dettol.co.in/en/ the latter have created a web link on Covid-19 information

d) Offer a helpline manned by doctors offering information on Covid-19, respiratory disease and Cofsil mouthwash eg., Cipla Covid-19 helpline Ph. XXXXXXXXXX

e)     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

f)     Offer a doctor-only website that hosts medically relevant information on Covid-19

g)    Brand based messaging on various aspects of Covid-19 and other things to do through social media (it requires a social media team)

What next?  It is to stay relevant, that is what marketing is all about!  Best of luck pharma and healthcare marketers, stay safe in the times of Covid-19!

Clove oil and headache

Oral cancer and dentists

Does mouth health affect success in life? Dental nugget

The INOSEPT story

Background:

The Covid-19 coronavirus is highly contagious…

The virus that causes COVID-19 remains for several hours to days on surfaces and in aerosols, a new study published in the New England Journal of Medicine found.

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 and up to two to three days on plastic and stainless steel.

https://www.sciencedaily.com/releases/2020/03/200320192755.htm

There is a new challenge on the professional, personal, social and family front.  This challenge originated from the wet non-veg wildlife food market of Wuhan, Hubei province, China and is sparing none across the world.  Even Prince Charles is tested Covid-19 positive.  Such is the nature of this contagion called Covid-19 coronavirus.

In the third para of this link: https://www.who.int/docs/default-source/coronaviruse/getting-workplace-ready-for-covid-19.pdf WHO document states that when a Covid-19 infected person coughs or exhales, droplets of infected fluid are released.

Story:

Sharon is a widow – mother of three children.  A single mother balancing her home duties with a job was straining every nerve and muscle in her body.  Her husband a brave warrior of the Indian army was martyred at the border.   The Indian army facilities for war widows were good - so it took a lot of load from Sharon’s frail shoulders.

The contagious Covid-19 viral infection affected Sharon’s family life deeply.  The three kids were a handful at home.  A ray of hope was elderly Peter, her brother, who lived in their large home.  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.

Today, Peter was looking grim.  Peter was a successful medical representative during his heyday and he now led a quiet retired life.  He retired 8 years back, and Peter with his bed-ridden wife Elda lived with Sharon, his only sister. 

Nowadays, Peter spoke slowly with a gummy and toothy smile.  Elderly Peter was known to be a dedicated and systematic person.  He would seriously insist: ‘PLAN YOUR WORK, AND WORK YOUR PLAN.  This will make you successful’.

A grim looking Peter started: ‘Children, do you know what is a virus?’  Peter sat on the single sofa while the kids gathered on the carpet, seated and listening to him.

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!”

Peter was astonished, and realised the power of internet, Arun was a great fan of Natgeo kids and Discovery kids websites.  The smallest child of all, Kristella giggled seeing Peter looking surprised.  Peter started slowly: “Good, do you know how to kill viruses?”  All were quiet and listening.

Peter continued: “Children, there is a dangerous virus on the prowl, it enters mainly through the nose or mouth”.  Immediately, Kristella touched her nose and mouth proudly, showing she knew where the organs were located.  Peter smiled at her innocence and charming smile. 

Peter exclaimed: “Exactly, Kristella, that is what even grownups do, they keep touching the face, nose, eyes or mouth and lips by habit!  Now, if the hands are contaminated with the virus, it gets into the body either through the nose or mouth.”

Arun: “Oh!  Viruses are dangerous!!  I read that some bacteria too have viruses attached to them!”

Peter: “Yes, you are right, now tell me, what happens when you cough or sneeze?”

Mira the middle one who was the quiet and the mature type, raised her hand: “Millions of invisible drops come out!”

Arun, feeling the competition: “Yes, and viruses come out with these invisible drops”.

Peter: “Exactly, now imagine what if viruses come out even when a person breathes out or exhales!  Well that happens with this new dangerous virus, which comes out of certain people due to coughing, sneezing and even exhaling!  And this virus lives on surfaces for several hours!”

Kristella: “Oh! How scary!!”

Peter: “Indeed it is scary!  So that is why we are all staying indoors and not going out of the home.”

Peter slowly took out a bottle of INOSEPT from a large brown bag.  He smiled and said: “Inosept contains safe chemicals that protects us but kills the virus!”

Arun, the intrepid child scientist: “How does INOSPET … sorry INOSEPT work?”

Peter (smiled thinking of his bygone days of detailing): “Viruses have a coat called virion.  This outer covering of the virus has both proteins and fats”.    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.  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.  Soap is essential to remove fat matter.  Washing only with water does not wash out fat.  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”.

Kristella immediately asked: “What are seconds?”

Mira the middle child said: “Quiet!  You will learn when you grow big!”

Arun added: “What if there is no water?  It often happens in Bangalore in our flat!”

Peter smiled: “Yes, that is why INOSEPT is useful.  INOSEPT can also be carried!  Also this is trusted by doctors and used by them too!”

Arun: “Peter uncle, how does this act, what is it?”

Peter: “INOSEPT is an antiseptic broad spectrum hand sanitizer, it means it can kill almost all types of bacteria, viruses and other micro-organisms.  Macetronium ethyl sulphate is the important ingredient in INOSEPT.  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!”. 

“Thank you Peter uncle” said all the three.

Peter kept a pack of INOSEPT near the door.  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.  “This is called hand hygiene” – Peter added.

Hand hygiene is a saviour.  It helps reduce microbial load from hands, which are the chief sources of contamination.

Lockdown, social distancing, wearing the mouth mask and hand hygiene is clearly the way forward in our battle against the deadly highly contagious Covid-19 viral infection.

Mouthwash is not a fancy!

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.

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.

It is in this regard that for oral care of diabetics (and non-diabetics) mouthwashes like Freshchlor play a significant contributory role.

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 products like Freshchlor is the marked bactericidal (this means bacteria killing) effect on bacteria associated with gum disease.  Hence, in vulnerable patients like diabetics and prediabetics, use of Freshchlor mouthwash is sagacious.  Particularly, night-time oral rinsing with Freshchlor will prove beneficial since diabetic or prediabetic subjects are susceptible to early morning dry mouth syndrome. 

Severity of gum disease is directly proportional to level of hyperglycemia.  Cardiac and renal 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.

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.

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.

Periodontal disease or gum disease in diabetic people is considered the sixth complication 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. 

So all in all, the mouthwash formulation is not a fancy concept of health, 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).  

Customer delight

I found this article click here very interesting.  The author is Devdutt Patnaik.

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.

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.

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.

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.

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!

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.

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.

It will be interesting to tie - up marketing strategies, campaigns or tactics to the type of chemical boost it produces.

For example:

1) a surprise food gift hamper to all core prescribers in every MR's territory may give dopaminergic joy to the prescriber
2) A birthday gift and bouquet in the morning will pleasantly surprise the doctor and give him a dopamine boost
3) Friendly and regular appreciation remarks during the routine doctor calls will give the doctor an oxytocin induced happiness
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)

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.

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!  

Strategic advantage versus tactical advantage

It is the individual and organizational growth instinct - to aim and go for the next level that causes progress.  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.  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.  So in this case, tactical strength in market provides expansion power to the organization.  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.  Thus, strategy and tactics ought to be two sides of the same coin to ensure a winning approach.

It is also observed, most of growth instincts are suppressed by fear of failure or possible loss.  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.  This will ensure self-preservation and growth pay-off.  Foolhardy decisions can be avoided, many a times; the leap of faith can be suicidal.  Hence, growth instinct needs to be tempered by wisdom of caution.

Tactical growth driver

Indian pharma companies have grown through tactical drivers rather than strategic growth drivers, which MNCs have used to a greater extent.  A strategic growth driver is more cerebral and long shot.  For example, inventing a new vaccine for Covid-19 coronavirus is a strategic launch with huge promise of brand success.  An aqua gel based non-staining and fast acting topical pain reliever is also a strategic growth driver.  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.  Gaining the first choice position, for supply of a larger tender in government is a strategic input. 

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.  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.  So tactical refers to the activities done in contact with market operators at the market level.  Verily: The strategy is direction towards the goal. Tactics are the action taken to support the strategy (Ref.: https://www.mmmatters.com/blog/strategic-marketing-vs-tactical-marketinghttps://www.mmmatters.com/blog/strategic-marketing-vs-tactical-marketing).

Whether, one plays on strategy strength or tactical power, the outputs are always to increase brand sales, brand profits and brand valuation.  These three outcomes provide strength to the organization. 

Pharma MNCs have held the strategic advantage and largely used strategy as the growth driver launching high potential R and D based unique products.  This has given them market-maker status.  However, Indian companies have largely provided me-too products, converting doctors from MNC brands to their brands.  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.  Thus, MNCs are largely strategy driven and Indian companies are more of tactics – driven.  Both are valid approaches, one plays on the strength of oneself and weakness of others to create a space in the marketplace.

Thus, strategy and tactic trade – offs are routinely done to ultimately taste the defined market success.  A pharma company may have mainly a strategy driver approach, or it tastes success through tactical drivers.  It is not prudent to be hyperfocused on either methods, one does what fits the bill most - based on one’s strengths and weaknesses.  So what a company uses – more of strategy or more of tactics depends finally on how it operates.  The thumb rule however is that Indian pharma companies build their success through tactical drivers - principally incentives to field personnel – particularly the smaller firms.  Larger Indian firms like DRL can afford to invest on strategy as they have gained scale.  When small Indian firms put more focus on strategy and less on tactics, growth will suffer.  Tactical advantage and tactical growth driver approach is critical for small Indian pharma firms aiming for growth to next level.