pharma rural sales and marketing strategies

RURAL SALES AND MARKETING STRATEGIES

Presented By: Rohit Patel (Q 003) Hely Desai (P002) Chandradarshan Jain (P007)

Process of developing, pricing, promoting, distributing rural specific goods and services leading to exchange between

urban and rural markets which satisfies consumer demand and also achieves organizational objectives.

WHY RURAL MARKET ???

Tremendous opportunity Competition in urban markets

Rise in income level Consumption growth rate

Government initiatives Developing infrastructure

Rural Health Care In INDIA.mp4

Rural scenario

About 70% of the population resides in villages

Only 30% have access to quality medicines

Rural pharma industry constitutes to only 21% of total pharma market

Dominated by acute and ineffective therapy segment

Poor healthcare infrastructure

Doctor patient ratio in rural areas is 1:20,000 as compared to 1:2000 in urban areas

The WHO norm is 1:250

Doctors are not adequately qualified,(BHMS, BAMS,)

Dominance of hakims, tai’s and bhagats

FactorsAffecting Rural Marketing

Population

Income

Awareness

Literacy rate Language barriers

Challenges

Thinly populated market

Reliance on local chemists and hakims

Lack of adequately qualified doctors

Unavailability of skilled forces

Lack of communication

Lack of storage infrastructure

Poorly educated rural people

No awareness regarding ailments

MARKETING STRATEGY Availability

AwarenessAcceptability

Affordability

Focus on separate division Availability at primary health centers

EducationTraining

NGO’s and self help groupsPooled warehouse

MASTER STEPS

RURAL PERFORMANCE MATRIX

The degree to which rural markets are strategically important to a company’s growth agenda and the level of innovation characterizing the business

CASE-STUDIES

ELVISTA

Spread its network to villages, town, sub-urbans

Dedicated force of 750 in 2012

Investment in Rs 40 crores

Targets anti peptic ulcerants, anti malarials, anti infectives, NSAIDS, quinolones, cough preparations, etc.

launched with the support of 16 brands like Eldervit injection

ELVISTA

AROGYA PARIVARImproving health at the bottom-of-the-pyramid

To improve healthcare access for the under-served poor located at ‘bottom-of-the-pyramid’

using social-business approach

Mission

Social business model

Referral Cards

HEALTH EDUCATION

Health Campswith city doctors

CommunityMeetings

SOCIAL

Drug compliance

DistributionCollection

Doctors Education, vaccination

Medicine supplies

AVAILABILITY

BUSINESS

Arogya Parivar? A social business model to improve health in rural India.mp4

PIRAMAL eSWASTHYA

Mission & Vision

To provide reliable primary healthcare services at people’s doorsteps in the very remotest villages of rural India

Piramal eSwasthya

Founded in March 2008 (40 pilots)

Started at Bagar, Bissau, Khatu, B’haleri (Rajasthan), Thirupathur (TN)

By April 2010, Treated over 25,000 patients, backend call center in Mumbai, MDS with capacity of 10,000 villages

Starting the Pilots (Rajasthan)

• Women were selected as frontline providers

• Flat salary Rs.1,500/-• Spoke to village Sarpanch and

other key male figures• Publicized using loudspeaker• Distributed pamphlets to people

gathered• Selected candidates for PSS

(Piramal Swasthya Sahayikas) and trained them in basics.

The Model

VillagesPSS Mobile

Phones Medical Kit

Mumbai Call CenterDoctor’s ApprovalDiagnosisReferrals

o SEWA is run by women themselves. o It involves coordination and collaboration with government health services for

immunization, micronutrient supplementation, family planning, tuberculosis control and referal care at public hospitals, dispensaries and primary health centers.

Community Based Care for MDR TB

Youth Peer Educators (YPEs)

Community based awareness and Prevention Program, Gujarat

Prayas is an evolving model that was piloted in May 2009.

Aims to bridge diagnosis treatment gap by facilitating training sessions for ‐rural doctors and provide quality medicines at affordable prices

Conducted 554 workshops and three modules on respiratory diseases during the pilot phase for over 3,200 doctors across Bihar, Uttar Pradesh and West Bengal

They used mentor-mentee model

Saath 7

India’s longest running patient support program in diabetes management

Aim of the program is to understand the needs of the patients, and then communicate relevant information to them and their caregivers using the medium they prefer

Impact: Offered counseling services to over 167,000 patients

Sewa Rural

Associated with SEWA Rural hospital for blood sugar level testing of the local community.

Impact: Benefitted 10,965 patients since 2012

Base of the Pyramid Project

The purpose is to increase access to diabetes care for the working poor as well as provide value to the business

Currently running in Nigeria, Ghana, Kenya and India.

In India, the BoP project is currently running in the state of Bihar.

Collaborating with the Accredited Social Health Activist (ASHA) workers

Role of the ASHA workers is to support people in managing their diabetes and give advice on healthy living.

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