Download Social Initiative’ an Important tool for the

‘Social Initiative’ an Important
tool for the pharmaceutical
companies”
By: Prof M H Lakdawala
Outline
• Pharma Marketing is unique in comparison to
FMCG and Consumer durables.
• Only Ethical Promotion is allowed such as:
• a. MR detailing
• b. CME
• c. Sampling
• Pharma Marketing is one of the most
complex process requiring meticulous
planning and great but sustain efforts to
generate prescription from the medical
practitioners.
Objectives:
• 1. To know and to understand social
initiatives to promote pharmaceutical
products to doctors and pharmaceutical
industry in general with special reference
to select companies.
Statement of scientific question
addressed
•
The Pharmaceutical marketing and
promotion depends on diverse variables
such as attitudes of patients, reputation
of the company, efficacy of the product
and the wide range of prescription
generation social activities and initiatives
The following social
initiatives are the latest
trends in the pharmaceutical
industry:
1. Cause marketing:
Pharmaceutical funding of
"cause marketing."
Such as ‘Affordable Healthcare
programs’, and ‘Disease
awareness’ is emerging as an
effective promotional tool.
2. Marketing with Meaning:
Marketing with meaning the
most potent promotional tool
for Pharmaceutical
companies:
Foundation of These social
initiatives:
The traditional ethical promotion only
revolve around one way communication
with doctors with non existence connection
with the patient.
The social initiatives revolve
around interacting, engaging
and connecting with the Target
Group ( Both medical fraternity
and patients)
Social initiatives by
Pharmaceutical companies in
India
1. Pfizer
Pfizer began supporting the
Mother and Child Healthcare
Project in rural Haryana in
2002.
The company has adopted 41 villages for a
primary healthcare programme that aims to
reduce anaemia in pregnant women and
adolescent girls.
Village health workers financed by
Pfizer by provide education,
training and disease awareness.
They coordinates with doctors for
their social initiatives.
Their efforts results in
prescriptions.
Providing Access to medicines:
Product donations form the core of
Pfizer India’s social initiatives in
India. The company donate
medicines to various NGOs,
ensuring that the needy get access
to them.
2. Ranbaxy social initiatives:
Ranbaxy Community
Healthcare Society (RCHS), is
devoted to the health of the
disadvantaged.
Today, multiple well equipped
mobile healthcare vans and an
urban family welfare centre, run by
Ranbaxy, benefit over 2 lakh
people, in certain identified areas in
the states of Punjab, Haryana,
Himachal Pradesh, Madhya
Pradesh and Delhi.
The programme is based on an
integrated approach of preventive,
promotive and curative services,
covering areas of maternal child
health, family planning,
reproductive health, adolescent
health, health education including
AIDS awareness.
3. Cipla Palliative Care Centre:
a. Train relatives of terminally ill
cancer patients, in symptom control
and patient management, so that
they can look after the patients at
home.
b. Offer speciality services for
effective pain control, for all
stages and types of cancer.
c. Train professional like
doctors, nurses and medical
social workers in the principles
and practice of palliative care.
Conclusion and suggestions.
• 1. Understanding the needs of the patient
is the first crucial step in pharma
marketing
2. Cause Related Marketing
makes the consumers and
employees feel proud and good,
and it gets valuable funds to
social causes that need help, it
is a win-win!.
3. The pharmaceutical companies
should change its promotional
mix depending upon the
changing scenario. This
situation has led to the
emergence of customer service
cell in pharmaceutical industry,
which was unheard of earlier.