True marketing is cultural marketing

I got the above image from here.

Marketers are driven by goals: Objectives - both qualitative and quantitative - spur marketers to take up activities that increase consumption of goods and services. Goal setting depends on

1) spending power (or purchasing power) and

2) the culture of the target audience.

For example, a pork based food product will simply have no market in Islamic dominated societies. The consumption of pork based products is not a part of Islamic culture. The point is that even if there is purchasing power amongst the target audience, if the product is not a cultural fit, the consumption will not take place as per expectations!

Marketers have twin goals: Sagacious marketers have two marketing goals: one goal based on purchasing power of the target audience and the other based on the culture of the prospect population. Marketers not only try to influence the spend of customers they also try to redefine the tastes, consumption pattern, culture and lifestyle to favor the marketed product. Having cultural objectives of marketing is crucial for lasting success. In China for instance, the culture of using traditional medicine is more prevalent compared to Western Medicine. Thus, allopathic marketers need to do a lot of market building and market penetration activities to garner sales.

Identifying cultural strands: The shared set of values, attitude, practices, and beliefs characterize the culture of a group. These need to be understood by marketers before product selection and chalking out the strategies (or direction of use of efforts and resources).

Here are some cultural strands that work in Indian pharmaceutical marketing (disclaimer: these are not based on books but practical self experience) :

a) Use of English in detailing pharmaceutical products: As such, talking about pharmaceutical products in the local or regional language will not contribute to the process of increasing the perceived value of the product. On the other hand, it will reinforce commoditization and decreases brand appeal. To make a good impact with doctors, presentation of detailing, in English, makes the difference. The doctor will perceive the MR as well-trained, dependable and professional. However, there is a catch in this! The MR ought to use the local language to strike a rapport during pre- and post detailing discussions!! Or else the doctor may think the MR is snooty and rapport will not be established.

b) Use of a tie: Communication (ie., process of message transfer) is mainly dependent on appearance, body language, vocal tones (voice modulation) and facial expressions. In fact, nonverbal communication is 93% of the message transfer process. 38% of the 93% of nonverbal communication is through vocal tones. Voice modulation is critical for exemplary communication. The rest 55% of the nonverbal communication is through facial expressions. Hence, it is often said the face is the index of mind. Only 7% of the message is verbally communicated during communication process.

In this context, dressing is a powerful message transfer tool. When a MR wears a tie in an urban place during work, he or she commands better attention from the prospect doctor. This in turn improves message transfer process. However, wearing a tie may backfire when the MR works in rural areas where the doctor gets put off by MRs wearing ties and acting smarter than the doctor in the clinic (where the image of the doctor in front of the patients' may suffer). Hence, many MRs wear ties during work in urban areas while ties are avoided in rural areas. I have myself gone through such experiences during my field days of work.

c) Use of classy communication aids: A visual aid or leave behind literature creates a lot of impact in the doctor's chamber during product promotional activities. A doctor may not listen to the entire detailing of a visual aid page or may not read the leave behind literature completely, however, the few sentences he or she encounters, the quality of words, paper, visuals and presentation creates a quiet lasting impact. This influences prescribing habits significantly. Image matters a lot - it gives confidence. The entire sales building process is a play of confidence. If the MR is fearless or confident, and the communication aids contain information and data that builds the doctors' confidence, obviously the prescription flow will increase in favor of the marketed brand. Hence, use of classy communication aids makes a significant difference.

d) Remove the footwear please! In India, particularly in semi-rural and rural areas, many doctors do not want their patients and other visitors to wear footwear while entering the chamber. Simple, it helps maintain in-clinic hygiene! However, many urbane educated MRs or their field managers fail to appreciate the cultural sensitivities and go forth confidently with their shining boots on! Many doctors remain silent when this happens. However, it shows up negatively on sales!!

e) Caste, religion and prescriptions: Indians can be grouped on the basis of caste and religion. These social moorings influence the belief systems and behavior of doctors, chemists and MRs. When me-too products are marketed such social identities influence the adoption of products and prescribing behavior. This does give an edge or may act as a barrier. However, ultimately the medium to long term trend in prescribing behavior goes beyond these considerations. It is the professionalism of the MR and the company that finally wins the game. Caste and religious considerations may create some impact in the beginning, however, finally it is to be observed that pharmaceutical selling and marketing game is that of communication, innovation, service, quality, supply, safety, purity, patient acceptance and efficacy of the product.

f) Cigarettes stink, alcoholic breath is no-no! When MRs and field personnel promote products aggressively with a cigarette breath that puts off prospects, the prescription fortunes too go in smoke! Doctors also do not take kindly to the alcoholic breath of MRs/field personnel. In fact, in Gujarat, alcoholic beverages are banned. These cultural sensitivities need to be kept in mind while performing field duties.

Culture is a very important criterion of marketing activities. The cultural acceptance of a product or service concept is critical. If cultural sensitivities are trampled sales too get bogged down. However, in the mad rush for numbers do we have the time for cultural marketing aspects?

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Demand creation

I GOT THE ABOVE IMAGE FROM HERE.

The proof of the pudding is in its eating!! The effectiveness of marketing processes is measured through demand creation. The main motto of marketing is demand creation. During the process of marketing, goods move from producers to consumers. It needs to be accomplished in line with customer/consumer (prescriber and patient) preferences and spending power. Marketing inputs like strategic visual aids, leave behind literatures, point-of-Rx and point-of-purchase inputs, freebies, sponsorships, free goods schemes, site facility for wholesalers and retailers ... are used continuously to boost demand. Yet some marketers are more effective in eating the pudding than others! Why is it so?

Marketing depends on people and the climate of the organization

VALUE creation and delivery depends a lot on people and the marketing climate of the organization. Marketing achievements are made by people, and it requires an understanding of the climate of the organization to facilitate marketing achievements. Organizational climate refers to the features of the work climate as perceived by the employees. The organizational climate has a major influence on employee behavior.

Various organizations have different motives that are dominant in them. These motives shape the organizational climate. And in turn, the organizational climate shapes employee behavior and organizational results. The organizational motives are described as: achievement, expert influence, control, dependency, extension, and affiliation.

Thus, the employee will see the organization as having 'dominant achievement motive' or 'dominant control motive' or 'dominant dependency motive' etc. Let us see more details of these motives (in organizational climates below):

In Public Sector Units, the dominant motive is normally CONTROL (adherence to rules and regulations).

In family run businesses, DEPENDENCY is the usual dominant motive (there are key powerful decision makers through whom activities are done).

In specialized organizations, ACHIEVEMENT is a dominant motive. The achievement characteristic is more dominant in industrial and business organizations. If the organizational climate tilts towards excellence, the climate will be characterized by ACHIEVEMENT motive. For example, a biotech contract research organization will obviously offer greater freedom while doing work, with least bureaucratic controls. The focus will be on achieving certain key result areas - in organizations where achievement is the dominant motive.

In pure research organizations - for example - pharmaceutical colleges or departments of pharmacy, the dominant motive of the organizational climate is EXPERT INFLUENCE. The expert influence characteristic is more dominant in universities and scientific organizations.

Nonprofit healthcare organizations or pharma companies or certain departments of pharma companies that are involved heavily in community service or societal marketing have EXTENSION as the dominant motive in their organizational climate. Whatever marketers do in extension motive based organizations should produce community service effects or societal benefits. For example, marketers may have an extension program where poor TB patients are provided medicines at subsidized rates through key prescribers.

AFFILIATION motive is a major theme in the climates of organizations where relationships matter and people are from similar backgrounds. For example, the climate of a medical communications company may have affiliation motive as the predominant motive.

For marketers working in pharma companies or healthcare organizations, understanding the dominant motive of the organizational climate is critical for effective results.

The organizational climate, the dominant motives, and leadership influences the process by which ordinary people make extraordinary achievements.

In the Indian context, the motive of DEPENDENCY is very vital as it is common in traditional and family owned enterprises. The dependency motive is dominant in traditional and autocratic organizations too. A sub-type of dependency motive in organizations is the dependency achievement motive that refers to respect for individuals in certain positions of power. Key decisions are taken by these individuals in positions of power, and is required for achievements of the organization. This sub-type of motive (dependency achievement motive) based organizational climate is common in family-owned organizations. Thus, the dominant motives in the organizational climate and the consequent employee behavior shapes the organizational marketing results.

To produce marketing results in line with the corporate objectives, a keen understanding of the organizational climate is required by marketers. When marketing inputs are designed in line with the dominant motives of the organizational climate it becomes easier to make the marketing input (print or nonprint item), and it is even easier to implement them.

For example a very highly scientific leave behind print input for the retailer made in line with the dominant scientific 'expertise influence' motive of an organization, will obviously be poorly received in the market as it does not meet the customer (retailer's) requirement. For the pharmacist-retailer or chemist-retailer, the print leave behind literature input should be simple, elegant in presentation, and should avoid scientific information overload. So the marketer should be very tactful while designing and providing the product promotional item. On one hand it should satisfy the dominant motive of the organizational climate ie., scientific expertise influence in this case. And at the same time, the print leave behind item should have aspects that are appreciated by the more commercial-minded retailer.

When marketing inputs are produced in traditional family based organizations it is obvious that the dependency achievement motive will be dominant. Hence, keeping key management personnel in the loop will facilitate the making of the print or nonprint promotional input. In organizations with a dominant dependency achievement motive, only certain individuals by virtue of their power can make key decisions. Hence, the marketer will be wise to keep them in the loop for producing the promo inputs.

The marketer should be tactful

Marketers involved in strategy making, creating campaigns, and making promotional inputs (print and nonprint) need to balance marketing insights with realities of organizational functioning. Only then will the marketer be successful with his work. For instance, if a marketer has not understood the reality that the dominant motive is achievement dependency (where authorization or approval is required from higher powers; as in family based organizations), and tends to work as an achievement expert (where greater freedom is granted by the organization), he or she will inevitably come in conflict with the higher powers, and will get bogged down by the organizational climate. The wise marketer however will first understand the organizational climate and the dominant trait of the work environment; only then will he or she proceed to create strategies, campaigns, and promo inputs in line with the organizational climate and the market picture.

This implies that the marketer needs to have a binary orientation for successful functioning. Firstly, he understands the nature (or dominant motive(s)) of his work climate, and simultaneously he is also keyed on to market understandings. The marketer then goes on to produce marketing inputs in line with the organizational climate and market picture. This balanced way of working differentiates the successful marketer from the frustrated marketer. For effective demand creation realizing the realities of the dominant motive of the organizational climate and the market realities are equally important.

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A beast called cancer and a beauty by name Lisa Ray

I GOT LISA RAY'S IMAGE FROM HERE. AND I GOT SWAMI RAMDEVJI'S IMAGE FROM HERE.

It is the return of lifestyle diseases with a revenge! With lifespans increasing, lifestyle diseases like asthma, cardio-vascular (heart + blood vessels) diseases, cancer (medical word = neoplasm), joint & bone diseases like arthritis & osteoporosis, and brain diseases like Alzheimer's disease, are rearing their ugly heads. Our lifestyle and the higher level of environmental and food pollution has a lot to do with the increasing incidence of cancer. Lisa Ray the charismatic model and film star has announced in her blog that she is suffering from multiple myeloma (a type of cancer). M P Prakash, a senior politician from Karnataka, has just announced that he is undergoing treatment for colon cancer. Lifestyle diseases like cancer are a looming threat.

Cancer refers to the undisciplined growth of cells in the body. Most cancers cause tumours or swellings. Blood cancer does not cause tumours. Severe pain, bleeding or oozing, and swelling are important general characteristics of cancer. Sudden weight loss, jaundice, loss of appetite, and anemia (low haemoglobin pecentage) are other important signs and symptoms. 13% of all human deaths are cancer related. Most cancers are caused by carcinogens (cancer causing chemicals or agents) like tobacco smoke, radiation, microbes, and certain chemicals.

Cancer is a result of genetic abnormalities ie., DNA damage. The damage to DNA may be inherited (due to oncogenes) or caused by carcinogens. Cancer cells are invasive - they invade neighbouring tissues and cause problems. Cancer cells can become metastatic too. Groups of cancer cells break away from the mother tumour and lodge on to other organs to spread the cancer to other parts of the body. Thus, a breast cancer can spread to uterus too. In cancer, the body's own cells metamorphosize in to enemy cells, attacking tissues, organs, and causing death. This is why cancer is difficult to treat. There is great similarity between cancer cells and normal cells, hence, the body's immune system does not attack the cancer cells and destroy them.

Immunoglobulins as the name indicates are globulins (ie., proteins) that help generate body's resistance to disease (they are responsible for immunity). Immunoglobulins are antibodies (proteins) that destroy allergens and other foreign bodies. They are produced by B lymphocytes (type of fighter white blood cells). Natural immunuglobulins cannot differentiate between cancerous and noncancerous cells.

Antibody researchers are trying to create therapeutic proteins (or therapeutic antibodies) that can target cancer cells. Although cancer and noncancerous cells are very similar, there are subtle differences such as certain proteins on the cell membrane. Antibodies that can specifically lock on to these cell membrane sites of cancer cells are synthesized by researchers using rDNA (recombinant DNA) technology (Escherichia coli is used to produce recombinant antibodies) and hybridoma technology. Trastuzumab (Herceptin) is a popular example of an anti-breast cancer therapeutic antibody protein molecule. Trastuzumab specifically binds with defective HER 2 receptor proteins. These HER 2 defective proteins are present in some women suffering breast cancer. Hence, trastuzumab is an effective antibody (protein) treatment for such women. A biotech company called Genentech (USA) invented this drug. The sales of trastuzumab (Herceptin) was 5335 million USD in 2007.

Treating cancer and the associated health problems is a major pharmaceutical opportunity area. For eg., bone disease and osteoporosis is a major and common side effect of cancer treatment. Hence, calcium supplements are prescribed in large quantities to cancer patients.

Multiple myeloma

This form of blood related cancer (haematological disease) is described as incurable. The B lymphocyte - a type of fighter white blood cells that provide antibodies (proteins that help destroy infectious agents) - converts in to cancerous cells. Multiple Myeloma in addition to the usual cancer signs and symptoms is identified by CRAB set of signs and symptoms (C = Calcium elevated, R = Renal failure, A = Anemia and B = Bone lesions or wounds on bones). Multiple Myeloma causes weak bones and they fracture easily.

Lisa Ray suffers from multiple myeloma. This form of cancer is particularly severe. An avid Yoga practitioner Jody Hughes (student of B K Iyengar) too died of multiple myeloma. Lisa Ray too is an 'alternative healthcare' person. Lisa too is in to Yoga, Ayurveda etc.

Pranayama is the missing link

Swami Ramdev is a major healthcare and spiritual force in contemporary global society. Swami Ramdev - the celibate swami - with unparalleled dedication and sincerity is healing and protecting humanity by teaching a combination of pranayama and yoga (pranayog). Swami Ramdev has a regular morning teaching session (from 5.00 AM) and evening (from 8.00 PM) on Aastha TV channel. There are crores of people who have benefited by applying pranayama and yoga techniques as popularlized by Swami Ramdev. The difference between Swami Ramdev and other Yoga educators is the emphasis on Pranayama. This is making a vast difference.

It would be a prudent decision for Lisa Ray and such others to take to pranayama and yoga as demonstrated by Swami Ramdev. This will make a big difference. Lisa Ray has bravely reflected that she wants to conquer multiple myeloma. But this beast of a cancer can be perhaps tamed only through Swami Ramdev's technique of Pranayog.

If you have a headache, you pop a Dart tablet. You don't attribute any religious thing to this. Similarly, Pranayog science from Swami Ramdev provides darting relief to suffering patients. There is no need for any religious complication when practicing pranayama and Yog. One has to have an open mind to try it.

I sincerely pray, that cancer patients like Lisa Ray and all others overcome their health problems and bounce back.

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Marketers bring cheer

I READ ABOUT THE PAPRIKA EFFECT AND CUSTOMER DELIGHT FROM HERE.

What do marketers do from the point of view of customers? Are they just pesky & persuasive messengers putting pressure to create more and more demand? Do they vex potential and actual customers? After all, marketers are sworn by duty to increase the consumption of goods and services, by catalyzing the exchange process, and delivering value to customers. Marketers are the revenue generators from the point of view of the company, but what do the marketers provide to customers? MARKETERS PROVIDE VALUE, and this value brings smiles on the faces of customers. Verily, marketers bring cheer to customers.

This weekend was hectic - 'in-stall activity' during the annual mega conference of the Karnataka State Obstetricians and Gynecologists Association at Bangalore, kept pharma marketers busy. Pharma marketers were competitively outwitting each other to provide cheer to doctors visiting their stalls. The common idea of pharma marketers manning the stalls was to delight visitor doctors, engage doctors in tantalizing conversations, and reinforce brand prescribing habits.

It is truly ironic that while marketers and marketing activities are keenly measured quantitatively, the actual result of marketing activities depends on an intangible - CUSTOMER DELIGHT. If the doctor is delighted with the in-stall activities, he or she is sure to get her colleagues to visit the stall or the doctor her/himself would become a repeat visitor - visiting the stall the next day too. Thus, marketers constantly grapple with a common problem: HOW TO DELIGHT DOCTORS (OR CUSTOMERS) ON A CONTINUOUS BASIS?

Truly, keeping doctors or customers always delighted is an onerous task. Tachyphylaxis towards marketing activities can develop in the doctor's minds. This means the doctors' kind of get inured to the marketing activities and the marketer fails to elicit the same sense of delight from his target doctors. The marketer's charisma or joie-de-vivre is lost, a certain boredom penetrates the transactions. Hence, novelty is a key feature of marketing to keep delighting customers.

One important way of delighting doctor customers is providing the unexpected. For eg., let us say, the doctor comes to the stall expecting a polite greeting and a free literature with detailing. And if the doctor additionally gets a nice freebie or even a nice rose, then the unexpected happening delights him or her.

For instance, when a lucky dip of visiting cards is conducted on a daily basis among the visitors to the stall, the lucky dip winner values the gift (not for the monetary value alone); he or she values it most because it has come unexpectedly to him or her. Thus, doing something novel can provide delight to the doctor customers.

When a doctor gets a small freebie which delights him or her, the marketed brand creates a niche in his or her mind. But the offering has to be competitive. Something unusually delighting that does not come from any other competitor stall or company. This cachet in marketing activity creates the top-of-the-mind recall for doctors with respect to a brand.

Organizations should be customer-centric: An important prerequisite for delighting customers is that the marketing organization has to be customer-centric. There are many mindsets by which, organizations work. One easiest approach is producing quality goods and expecting them to sell. This is the production mindset. However, with most markets being buyer's markets today, it is imperative that the marketing personnel are part of customer-centric organizations. Such organizations will back the marketer's efforts, and the sales person will not end up being a toothless tiger in the clinic or any other market setting. When organizations are customer-centric they are in a better position to provide delightful inputs to customers.

Process interventions count a lot: When organizations become customer-centric, they begin listening to market conversations, analyze market data, and produce value that will truly delight customers. However, to make delightful inputs to customers or prospects, a sequence of actions involving many people will be required. Thus, this implies that team play and process interventions will determine the outcomes of marketing. A process is vital to create the delight generating marketing inputs. Process interventions are more powerful since there is a back end support to the frontline marketing personnel. The customer delight generated by a process rather than by the charms of a single marketing individual will be obviously more powerful. Process interventions can produce superior outcomes in terms of customer delight.

Talk in terms of how the pharma product will generate superior patient outcomes: The marketing talk should ceaselessly focus on improving patient outcomes. This is the final goal of every doctor. When, all marketing value pivots round this vital point of superior patient outcomes, the delight factor will be higher. This talk has to be embellished with service inputs to doctors. The winning combination will then generate greater customer delight and better sales results.

Small thoughtful touches can win customers. Many a battle for customers are won through small gestures or innovations or acts that delight customers multi-fold. When a customer visited a hotel and found a drape clip to help keep the hotel room completely dark - it delighted her. This reflected a mind-set of the hotel management that they look in to small details to delight customers. This is a very important lesson for marketers. Organizational activities that look in to ironing out small problems will surely go a long way - as it indicates a basic mindset to create customer delight and cheer.

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rDNA tech products

The above picture is interesting. The fish are called glofish. They are genetically altered fish using rDNA technologies, so they can glow! These genetically modified fish are approved by US FDA. Recombinant animals, pharmaceutical products, and foods are closer to you than you think! I got the above image from here.

Technology platforms are the springboards for creating new products that provide marketing successes. For eg., capsule technology has created many pharmaceutical formulations of various drugs, and big businesses are built on the capsule technology platform. Today, the most robust futuristic technology platform for mega business prospects is rDNA technology. The market is still not crowded, there are hefty margins. There is no commoditization in this field like chemical or natural ingredient based pharmaceuticals or healthcare products. rDNA tech is still mysterious to many.

rDNA stands for recombinant DNA (deoxyribose nucleic acid)

DNA is the name of a molecule that occurs in the nuclei of cells. It also occurs in viruses (that do not have nuclei). DNA is the fundamental molecule of life. It has information in the form of codes for all the characteristics or traits of an organism. For eg., actress Aishwarya Rai has a DNA code in her cell for her beautiful eyes.

DNA molecules combine with certain proteins to become chromosomes. The chromosomes are stained easily by certain dyes and stand out when seen through microscope. The 46 chromosomes (ie., 23 pairs) in the human cell refers to the 3 billion base pairs of DNA. Chromosomes are made up of DNA. The no. of chromosomes are fixed for a species. For eg., human cells have 23 pairs or 46 chromosomes. Potato cells have 48 chromosomes. Rabbit has 44 chromosomes.

Similarly, genes are parts of the DNA molecule. A gene is a sequence of the DNA molecule. Normally, a single gene codes for a specific trait.

So, to summarize:

DNA - the basic information molecule with a double helical structure in humans, makes up the chromosomes. Genes are parts of the DNA molecule.

So each portion of a DNA molecule codes for something - a trait or a process in the cell. If you identify and isolate a portion of the DNA molecule responsible for say producing insulin and introduce it in to the genetic structure of a compatible bacterium or yeast cell, then it is possible that the host bacterium or yeast cell will start manufacturing insulin and express it in large quantities out of the cell in to the fluid outside. Or the insulin may remain in the cytoplasm of the host cell.

The insulin thus manufactured by the yeast or bacterium cell can then be extracted out, isolated, purified, suitably formulated, and administered to patients.

This is crudely the rDNA tech process...

rDNA concept

As the word implies, the word recombinant refers to an organism or cell in which genetic recombination (new genetic combination) has been done. New genetic combinations occur naturally during reproduction (recombination) in the offspring. The offspring has new genetic combinations that are not present in the parents. So genetic recombination does occur in nature through reproduction.

Today, scientists use rDNA technology to do what nature does - ie., create new genetic combinations in cells. rDNA technology creates new genetic combinations usually in yeasts like Sachharomyces cerevisiae or bacteria like Escherichia coli using certain genetic engineering techniques. Thus, an alteration in genetic structure of the yeast cell or bacterium is done using rDNA technology.

WHY IS THIS ALTERATION DONE USING rDNA TECHNOLOGY?

In the pharmaceutical field, this genetic modification is done, to use the 'new yeast cells' or the 'new bacterium' to manufacture large quantities of therapeutic chemicals - usually proteins - that have health and commercial value. These therapeutic proteins expressed by the genetically modified yeast cells or bacteria are extracted, formulated usually in ampoules for injections, and marketed to doctors for administration to suitable patients.

Role of enzymes in creating rDNA tech products

Enzymes (all enzymes are proteins) are important chemical reactants or accelerators of chemical reactions that are used in large quantities to manufacture the rDNA tech products. The types of enzymes used are mainly restriction enzymes (that scissor DNA strands at specific points), and ligases (that restitch the DNA). Thus, the rDNA tech is an interplay of DNA, and enzymes.

To put the rDNA concept in an over simplified form, the required DNA sequence (that codes for say manufacturing insulin, the peptide or proteinaceous hormone) is cut out and stitched in to the DNA of a compatible yeast cell or bacterium. This genetically modified yeast or bacterium cell then starts manufacturing the protein of pharmaceutical interest (for eg., insulin the peptide hormone).

For eg., recombinant insulin and recombinant erythropoietin are two popular rDNA tech products.

rDNA human insulin is manufactured usually using Escherichia coli (a gram negative bacterium) or sometimes yeast. The manufacturing is through a complex process utilizing DNA synthesizers, fermenter tanks, centrifuges etc.

rDNA erythropoietin is used to stimulate production of red blood cells in the management of anemia due to chronic kidney disease and cancer chemotherapy. In 2007 the market for this product (erythropoietin stimulating agents market) was 11.7 billion USD. Basically, it is reckoned that rDNA tech based pharma product market is multibillion.

There are many types of rDNA products - they are mainly proteins such as hormones, insulin and blood factors.

DNA synthesizers

DNA synthesizers have their origin in the human genome project. This was the international scientific project that mapped the entire human genetic information. The human genome project determined the complete structure of the human DNA molecule and the functions. rDNA technology has its roots in the methods used in the human genome project. DNA synthesizers too are based on the methods used by scientists of the human genome project.

DNA synthesizers are machines that use a strand of DNA as a blueprint and they manufacture required DNA strands in large quantities that are in turn used in rDNA tech product manufacture.

rDNA tech is applied in agriculture too

Bt cotton and Bt brinjal are important rDNA tech based agri products. Bt crops contain nonplant genes in plants. Bt stands for Bacillus thuringiensis. This bacterium produces crystal proteins that are lethal to insect larvae. Thus, Bt crystal protein genes (ie., bacterial genes) have been transferred to cotton, soya, brinjal, and corn using rDNA techniques so that these plants can produce the crystal proteins to protect themselves from pests like American boll worm and European corn borer. Hence, Bt cotton and Bt brinjal are described as pest resistant plants. These are exceptional plants that contain bacterial genes for pest resistance.

Hence, Bt brinjal is called a GM food (genetically modified food). Are they safe? Is it safe for my children to consume good quantities of GM Bt brinjal regularly? Well, the commercial marketers of Bt brinjal claim it to be safe!!

Mind you, rDNA tech based pharmaceutical products have to undergo a battery of preclinical and clinical trials, and continue to have a long term phase 4 postmarketing surveillance clinical study to monitor safety and efficacy. But GM foods have none of this!!

Whether one likes or dislikes, technological change is a part of modern society. rDNA tech products are making their sure entry in to pens of prescribers. They are high value products with high growth. They address the medical management needs of clinicians not addressed earlier. So it is important that the Indian pharma industry continues appreciating this rDNA tech platform to power ahead in the field of biosimilars and biotech products.

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More and more talking points

I GOT THE ABOVE IMAGE FROM HERE!

There is no doubt good salesmen are good listeners (after all active listening is a major part of communication process), however, the sheet anchor of marketing messaging is good talking points. Marketers are always on the hunt for good talking points, prospects, customers, and target markets. Talking points need to be keenly developed from the point of view of recipient and sender. If there is a great talking point, which is not properly understood by the salesman, and hence, is not put across by the sender or salesman to the doctor, then the talking point becomes a dud. So talking points should be appreciated by the sender and ought to be attractive to the recipient too.

Marketers are forever looking for creative and crafty ways of messaging. This is because differentiation in the messaging process and in the message itself, is very vital for brand registration and unaided brand recall.

In pharma marketing, the core talking points are usually from pharmacology (particularly clinical science of the drug). Doctors appreciate the talking points of pharma products based on safety, efficacy, and patient convenience. Hence, pharma marketers endeavor to provide talking points on the above aspects that they believe will persuade prospect doctors, customer doctors, and help in engineering favourable brand prescribing habits.

The importance of pharmaceutics

Pharmacology and 'clinical science' are no doubt important pillars for development of pharma marketing talking points. However,the discipline of pharmaceutics also has a lot to offer for good marketing talking points. Pharmaceutics is a critical science that converts a 'drug into medicine'. Pharmaceutics is a vast subject involved in design and formulation of suitable drug delivery dosage forms. Pharmaceutics creates the means of administering drugs into the body in a safe, efficient, reproducible, and convenient manner.

Dialogue with the formulation guys

Marketers are normally glued to market conversations and market feedbacks to constantly refine strategies. Similarly, the formulation guys are in another sector working out the formulations based on the chemistry of the drug and pharma technologies. There are often no meeting grounds between the marketers and formulators. They formulate and we market the formulations - this seems to be the usual working rule.

When marketers are in touch with the formulation guys mirroring the market feedbacks, the formulators obviously will be receiving another dimension of inputs for their work. Similarly, the formulation personnel can bounce back to pharma marketers, certain formulation subtleties that enhance safety, efficacy, and patient convenience.

There are many formulation parameters that can help provide the marketing edge. Lupin had launched their brand of atorvastatin in the form of a heart-shaped tablet. This was a simple formulation feature that helped marketers gain more mindshare of the target doctors. Emcure has been talking a lot about their flash technology for some time now, which helps in faster disintegration of tablets. Nimulid (Nimesulide from Panacea Biotec) has a pharmaceutics based talking point: Nimulid has a rapid dissolution (can dissolve in the mouth and the patient need not drink water to consume the tablet). These unique pharmaceutics based talking points help in creating memory pegs in the doctor's mind for better mindshare and marketshare.

PHARMACEUTICS BASED TALKING POINTS:

Particle size of the drug plays a major role in the flow and compression properties during manufacturing. Particle size also influences dissolution profiles. For example, when poorly soluble drugs have a reduced particle size their surface area increases. This improves dissolution by increasing wettability (due to enhanced surface area).

Chemical agents in the formulation that help in rapid disintegration of the tablet will help reduce the time of absorption of the drug.

There are also special polymers that act as carriers for drugs across the gut membrane improving bioavailability (or amount and rate of drug available in the systemic blood stream from a given dosage formulation). Such polymers have been used in Becosules Z (multivitamin zinc capsules from Pfizer) to improve vitamin absorption in the small intestines.

Crystal habit refers to the external shape of the crystals (eg. of drugs). For instance, Ciprofloxacin a fluoroquinolone antibiotic is available as needle shaped and plate shaped crystals. Obviously, crystal habit influences rate of dissolution.

When we compare a long needle shaped crystal and a spherical shaped crystal, their crystal habit differ. The surface area of needle shaped crystal is 2.7 times that of spherical shaped crystal (if they have the same mass). As the surface area of the needle shaped crystal is more than the sphere, the needle shaped crystal will dissolve much faster.

Yet needle shaped crystals may not always be the answer as tablets may crumble due to lack of compaction strength, as in the case of paracetamol needle shaped crystals. However, if you have a paracetamol tablet or suspension that is stable and full of fast dissolving needle shaped crystals, then you have a talking point with the doctor. Of course, there are doctors who will also want to have clinical evidence on this point. Nevertheless, there is scope for differentiation in the messaging content through use of pharmaceutics.

Formulation scientists will be able to deliver cutting edge pharma products through application of pharma technologies that are marketing friendly - if marketers share and discuss market insights, competitor data, and market trends with the pharmaceutics professionals. And this, in turn, will contribute to creating better talking points for the marketed product.

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Learning from the zoozoos

I GOT THE ABOVE IMAGE OF A ZOOZOO RAKHI FROM HERE!

The perennial & timeless questions haunting marketers: How to gain more and more customers? How to retain existing customers?

In the present world where almost every market is a buyer's market, these questions are all the more relevant!

Product promotional campaigns make a big difference to sales. This is true of every product - pharma or otherwise. The recent promotional campaign to capture popular interest is Vodafone's zoozoo campaign. Nirvana films of Bangalore invented these cute characters (by the way, they are not animations!) to carry forth the message of Vodafone's value added services. The zoozoo campaign has been viewed on 'You Tube' by lakhs and has captured the popular imagination. The zoozoos have created the buzz. The zoozoos have strengthened word-of-mouth messaging for Vodafone. The zoozoo based promotional campaign has achieved significant mindshare among target audiences. In today's world of promotional clutter and brand warfare this is a milestone achievement.

The zoozoo appeal is such that zoozoo merchandise sales has picked up - particularly zoozoo T shirts. People are paying to be a part of the zoozoo (an advertiser's creation!) world! During the recent rakhi festival (where the girl ties a rakhi to the wrist of her brother(s)) zoozoo rakhis were quite a craze!

Why are the zoozoos popular?

In fact, the zoozoos are so popular that the phrase 'ZOOZOO EFFECT' is fast emerging to represent all that is innovative and catchy.

Marketing pundits would certainly like to have an answer to this question - why are zoozoos so popular?

Firstly, they are cute. Now how would you characterize cuteness? Well, they generate instant smiles and happiness. They attract. Probably their visual appeal and antics generate instant increase in levels of 'happy chemicals' in the brain like endorphins and serotonin. The egghead zoozoos absorb your attention. When you look at the zoozoos, they capture instant attention and for a few moments you are lost observing them and their antics. There is just sheer observation by the viewer - there is no judgment forming behavior in the crucial initial few moments. That is the high level of engagement and delight that the zoozoos generate on viewers. And the key to their cuteness lies in the above aspects.

The name ZOOZOO is extremely catchy! How true ! In this world where we are bombarded with new and complex words every minute, the word ZOOZOO comes as a breath of fresh air. It is simple, catchy and the sound is very positive.

The name and presentation of these zoozoo characters has made all the difference for Vodafone. Prior to this campaign Vodafone had become popular through the dog PUG in their advertisements, and now the zoozoos have renewed interest in the brand Vodafone.

The message as the product

Today the creation of a message carrying advt does not automatically guarantee viewership or listening or otherwise successful message transfer. There is a message glut out there in the market. This is true in pharma markets and nonpharma markets. Hence, the messaging tool should be visualized as a product that needs to be consumed. Thus, if the visual aid or leave behind literature is made for the pharma market, there is no guarantee that the input will impart the message to the target doctor or chemist UNLESS THE INPUT HAS THE ZOOZOO EFFECT! The promo input should at the first sight itself instill a state of complete attention in the recipient. Capturing attention is the first step to successful message transfer in the AIDA process (Attention, Interest, Desire and Action).

The zoozoos are very important components of messaging - as they have high level of engagement with the target audience, the brand Vodafone has become all the more popular. It has aided instant brand recall for Vodafone. The zoozoos are brand ambassadors that have helped Vodafone climb up the brand recall ladder.

The creation of such customer engagement tools in pharma and nonpharma communication strategies will surely fetch better business results.

Zoozoos have become as iconic as the SMILEYS. They act as memory pegs reinforcing the brand recall of Vodafone. Memory pegs are vital for brand recall and prescribing or purchasing habits. The success of zoozoos is a reminder to all pharma and nonpharma marketers that simplicity and attractiveness scores over complexity. KISS is a popular acronym - Keep It Short & Simple!! THANK YOU ZOOZOOS FOR ALL THE SMILES!!

The zoozoo concept is highly versatile

The zoozoos can be carriers of diverse messages. For eg., keeping in with the current Swine flu trend, zoozoos can become inventive to give out some VODAFONE ZOOZOO SWINE FLU GYAN! A Dr. Zoozoo can provide messages on hygiene and practices to prevent spread of Influenza A (N1H1) or swine flu. The Dr. Zoozoo can provide healthy tips like (a) use mouth masks (b) do not share handkerchiefs (c) while sharing the mobile phone or any other gadget wipe the gadget before giving it to the friend (d) visit the doctor if flu-like symptoms show up etc.

The zoozoo has the potential to become a friend in need is a friend indeed! Perhaps after Asian Paint's Guttu, Air India's mascot Maharajah and Ram and Shyam pair of Poppins, no other brand icon has generated such excitement and engagement! Zoozoos have demonstrated great marketing and messaging potency, which should translate in better customer conversions for Vodafone.

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