John Abele talks about the importance of collaboration in healthcare!
Category Archives: Business
India’s largest pharmaceutical company by revenue, Ranbaxy Laboratories Ltd, has launched an initiative to reach out to smaller towns and villages and invest more in research with an eye on becoming the leader in the generic drugs market in the next two years. Ranbaxy chief executive and managing director Atul Sobti says that with the new initiative, the firm expects to reach a minimum 350,000 doctors by 2012, up from the current 200,000.
The company has already hired nearly 1,500 marketing personnel since the strategy, named Viraat, was kicked off in January—taking its workforce to 4,300. Ranbaxy is aiming to overtake Cipla Ltd as the market leader.Two-thirds of the new hires are field personnel, who will spread out into towns and rural areas to push the company’s over-the-counter and prescription drugs. The rest have been hired at managerial levels.
On the other hand, Cipla has tied up with the Manipal Group-promoted Stempeutics Research to market stem cell-based therapies. Cipla will fund Rs 50 crore within the next two years to conduct clinical trials and to further develop two products being worked on by Stempeutics.
Ranbaxy’s current market share is 4.9% against Cipla’s 5.4%, according ORG IMS. In order to overtake Cipla in the market, Ranbaxy is streamlining its medical communication efforts. Separate strategies are being considered for metros and for towns. If they look deeper, they would also realize that it is important to have a comprehensive digital marketing strategy to reach the high-value prescribers in metros and cities. Even within this strategy, content and channels would have to be fine-tuned depending on the particular molecule/ product/therapeutic class being targeted.
Recently, Read this interesting synopsis of the changing rules of engagement in the online world. I have edited a few original writs and added a few, but in essence it replicates ideas of Rich Meyer.
Twenty New rules for engaging your customers
1. Traditional mass marketing is dead.
2. Brand marketers no longer control the message.
3. Your audience is using social media whether you decide to use social or not.
4. Great marketing is not enough to ensure success.
5. Senior manager need to get middle managers more involved in formulating strategy and implementation of tactics.
6. The best marketing plans in the world mean nothing without flawless execution.
7. To get consumers to buy you product forget about features and start thinking about how you product provides solutions to their problems.
8. There is no such thing as free social media programs.
9. Social media programs need to be tied back to business objectives. Executives need to agree on a measurement criteria for social media programs.
10. Keep it simple. If you can’t clearly explain your strategy and message to your employees than you need to start over.
11. The days of free spending consumers maybe over. Today consumers are saving more and spending less. It’s all about needs rather than want.
12. Web analytics should tell you a story of how your consumers are thinking about your site and products.
13. Employers have all the power now and can lowball new hires and increase workloads on current employees. However this will eventually change and lot more people will seek to leave big companies in search of smaller companies where they can provide a lot more input and be satisfied with their work.
15. Lowering prices is not a marketing or brand strategy.
16. Markets consist of human beings, not demographic sectors.
17. Learn to see the world in the eyes of your customer or website visit.
18. Simplicity is the new currency.
19.Don’t favor credentials over passion.
20. Speed has become even more of a competitive advantage in the age of social media.
P&G. More than half of all product innovation coming from P&G today includes at least one major component from an external partner.
sales and more than 90% of profit. Twelve of the billion-dollar brands are the #1 global market share leaders of their categories. The majority of the balance are #2.
evidence bases to develop),
I believe it comes down to one simple and remarkably constant
factor: the clarity and constancy of P&G’s Purpose. Since the Company was
founded, we’ve been in the business of providing daily essentials that improve
the quality of people’s lives. We help people care for their babies, pets and
homes. We make everyday chores easier to do. We help people look and feel
better. We’ve stayed true to the inspiring Purpose of touching and improving
people’s lives in meaningful ways.
Promotion of drugs in India is governed by three major documents. THE DRUGS AND COSMETICS ACT, 1940 is defined as An Act to regulate the import, manufacture, distribution and sale of drugs and cosmetics in India. It has last been amended in 1995 and new amendments are overdue. The Rules 96 and 97 of THE DRUGS AND COSMETICS RULES, 1945 describe the essential information to be provided regarding labeling of drugs. The product monograph should comprise the full prescribing information necessary to enable a physician to use the drug properly. It should include description, actions, indications, dosage precaution, drug interactions, warnings and adverse reactions.
The OPPI code of conduct ( effective since 1st January 2007) sets out the guidelines to be followed for promotion of prescription drugs to the health care industry. It is based on the IFPMA code and incorporates local region ( India) specific guidelines. it sets out certain principles basic to the ethical promotion of pharmaceuticals in the country. Though it is widely followed, it is not legally binding and the final responsibility for implementation lies with the pharmaceutical marketing organizations themselves.
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