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The India Opportunity
Bayer Diabetes
August 2011
2
Dr. Harshit Jain MD, MBA
Senior Vice President – Strategy Development,
VIA MEDIA GROUP
Senior Vice President -Strategy a...
3
AGENDA
§ SECTION I – Background
§ SECTION II – Competitive Intelligence
•  AccuChek
•  Abbott Diabetes Care
•  Lifesca...
SECTION I: Background – Market in India
4
High Prevalence But Relatively Low Awareness…
5
Source: IMRB. The study was done in Oct 2010 for Novo-Nordisk in 6 cities:...
India, Along with China and the United States, Have the Highest
Diabetic Population
6
2008: 46.4 Million
2010: 51.8 Millio...
Diabetes Stats By Demographics
7Source: NFHS - 3
Background characteristic
(# per 100,000) Female Male
Background characte...
Regional Prevalence
8
2002-20071996-2001
Source: WHO India
Self Monitoring of Blood Glucose (SMBG)
KEY FACTORS
Availability
■  Meters are available in larger cities only and their c...
Market Trends & Consumer Behavior
■  There is a shift in consumer mindset towards preventive medicine. The rise in income
...
SECTION II: Competitive Intelligence
11
SWOT Analysis
12
•  Emergence of
New and Bigger
Players Vying for
Market Share
•  Strategic Alliances
•  Changing
Leadersh...
DIABETES CHECK UP CAMPS - TRADE / RETAILER
13
■  Excellent engagement
activity to reach directly to
consumers
■  75 Field ...
Movie – Special Screening for Children
14
■  70 minute feature film on
Childhood Diabetes
■  Innovative tool for behavior
...
Strategic Alliances
15
MANKIND PHARMA
■  Roche Diagnostics and Mankind Pharma recently announced an exclusive marketing an...
•  Price war
•  Government /
Institutes – time
consuming
•  Government
Business – HUGE
•  Tier II & tier III cities
•  Sma...
National Programme for the Prevention & Control of Cancer,
Diabetes, Cardiovascular Disease, & Stroke – NPCDCS
17
■  Abbot...
In Discussion For Exploring The Direct Consumer Market
18
■  After becoming leaders in institutional sales, Abbott is work...
SWOT Analysis
19
•  Price wars
•  Competition
•  Doctors –
competitors
realizing the
Importance
•  Childhood diabetes
care...
HCP Focus – General Physician
20
■  Very strong equation with specialists
■  More focused efforts on building relationship...
SECTION III: New Innovations Recommended
21
Product Lifecycle
22
PRODUCT
DEVELOPMENT
INTRODUCTION
GROWTH
MATURITY
DECLINE
ü Sales – RISING
ü Cost per customer – AVE...
Recommended Aproach
23
•  Bayer loyalty
program
•  Online interactive
portal
•  Partnership with
Diabetes India
•  World D...
Consumer
Healthcare
Practitioner
Institution
/ Cross
Partner
Online
Interactive
Portal
24
Background
25
The prevalence of diabetes/ other lifestyle related diseases is increasing globally and the
prevalence in In...
Behavior Modification for Better Diabetic Disease Management
26
■  The treatment of choice for diabetes patients is the co...
If You Want to Change Behavior, Change the Mindset
27
The Philosophy
28
CREDIBLE
INFORMATION FLOW
BEHAVIORAL SCIENCES
Science
Sustainable
Behavior
Modification
§  The aim is t...
Concept – The Behavioral Approach
■  Behavioral approaches for diabetes / other risk factors management involve:
l  Devel...
DIABETES
MANAGEMENT
PORTAL
HCP
Partnership with
Diabetes
Centers in
Hospitals
Behavior
Management
Workshops for
Dietitians...
Online Diabetes Management Program
31
■  Create a portal that is clearly focused on “diabetes management”
Specific identit...
Digital Interface
32
ª  Healthcare Professionals
ª  Registry
ª  Training / Education
ª  Resources / Tools
ª  Updates
...
Program Specific Features
33
■  This program would provide guidelines for the registered profiles for a diabetes
managemen...
Diabetes Registry
■  A registry is a database (register) to capture demographic or clinical data of
defined patients or pe...
Program-Specific Features
35
§  Diet charts and recipes would be available
under the following categories
§  Regional (s...
Analyze yourself
Set your goals
Get started
Connect
Share
Track
Achieve
Recommend
Profile, calculators, experts, call for ...
Call 1800 XYZ 1235
Identify the
Need
Provide
solutions
Support
and
Motivate
Engagement Platform
37
Other User Centric Features
38
■  Expert panel to include
l  Behavioral experts
l  Diabetes management counselors
■  Con...
Prospective Partners
39
■  Health Insurance Organizations
■  Fitness / Wellness Centers
■  Diagnostic Laboratories
■  Hosp...
Certificate Training Programs ( ONLINE + OFFLINE )
40
■  Diabetes educator program – dietitian + nurses
■  Online fellow i...
LOYALTY PROGRAM
Retailer /
Pharmacist
Sales Force
Consumer
Institution /
Cross
Partner
41
Retailer Loyalty Program
42
Objectives
l  Consolidate relationship with trade / retail to increase Bayer loyalty & sustai...
Program Structure & Benefits
43
ü  Branded loyalty card for
consumers
ü  Discounts on Bayer
products
ü  Discounted well...
&
44
Diagnostics
45
■  Awareness campaigns on World Diabetes Day or any other time of the year – 100%
Targeted REACH
l  Brande...
Nutrition
46
■  Reduced spend on consumer advertising – sharing of media & spend
■  Utilizing nutrition sample as an input...
Pharmaceutical
47
■  Cross promotion through field forces , helps in expanding reach and number of doctors
■  Input utiliz...
2011
48
MILLENIUM DEVELOPMENT GOALS ADVOCACY
49
■  MDG - The Millennium Development Goals (MDGs) are 08 international development
...
50
Advisory
committee
Recommendation
consensus
Signature
endorsement
campaign with
doctor & key
opinion leaders
Presentati...
Summary
51
Consumer
CHEMIST /
RETAILER
HEALTHCARE
PRACTITIONER
HOSPITAL /
INSTITUTION
ONLINE INTERACTIVE
PORTAL
BAYER LOYA...
Questions & Answers
52
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Self Monitoring of Blood Glucose(SMBG) - The India opportunity

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Analysis of SMBG (Self Monitoring of blood glucose) category , and recommendations for growth and thought leadership initiatives.

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Self Monitoring of Blood Glucose(SMBG) - The India opportunity

  1. 1. The India Opportunity Bayer Diabetes August 2011
  2. 2. 2 Dr. Harshit Jain MD, MBA Senior Vice President – Strategy Development, VIA MEDIA GROUP Senior Vice President -Strategy at Via Media & Communications, a comprehensive Healthcare Communications organization based in India. He advises the brand management of over 25 brands for various multinational pharmaceutical and consumer healthcare clients. Dr. Jain is former VP of Altruista Health, a health services and technology company based in Reston, Virginia. His experience and expertise extends across a wide range of areas including brand management, establishment of SBUs, healthcare communications, health insurance, disease management, direct clinical care, and health program/benefits design. Dr. Jain completed his medical training from University College of Medical Sciences and also has a Masters in Business Administration from the Indian Institute of Management.
  3. 3. 3 AGENDA § SECTION I – Background § SECTION II – Competitive Intelligence •  AccuChek •  Abbott Diabetes Care •  Lifescan § SECTION III – New Innovations Recommended § Questions and Answers
  4. 4. SECTION I: Background – Market in India 4
  5. 5. High Prevalence But Relatively Low Awareness… 5 Source: IMRB. The study was done in Oct 2010 for Novo-Nordisk in 6 cities: Bangalore, Chennai, Ahmedabad, Delhi, Kolkata and Mumbai (600 respondents in the age group 35-60 years) 60% of urban Indians unaware that uncontrolled diabetes affects primary organs like the heart, eyes, kidneys etc. Half of the respondents (who did not have diabetes) felt that they would never get it.. About one fifth of the respondents regarded obesity as the primary cause of diabetes About one fifth of the respondents maintained that diabetes is primarily inherited > 28% of the respondents undergo regular Blood Glucose Monitoring if they have the disease The survey showed that Delhi has the highest (49%) instance of family history of diabetes.. 73% in Mumbai found to be diabetic…88% of non-diabetics are ignorant about blood sugar levels
  6. 6. India, Along with China and the United States, Have the Highest Diabetic Population 6 2008: 46.4 Million 2010: 51.8 Million Ø  Age Ø  Obesity Ø  Improved screening/diagnostic procedures Ø  Increase in more sedentary lifestyles Source: IDF Diabetes Atlas 4th ed. © International Diabetes Federation, 2009 §  <400,000 §  400,000 - §  1,000,000 - §  3,000,000 - §  6,000,000 - §  >= 25,000,000 Number of people with diabetes, 2010
  7. 7. Diabetes Stats By Demographics 7Source: NFHS - 3 Background characteristic (# per 100,000) Female Male Background characteristic (# per 100,000) Female Male Affects all ages but the condition’s prevalence increases with age (@ 5% level in 35-49 years group) While the condition cuts across income classes, the prevalence is significantly higher in the upper quintile The condition’s prevalence is similar between genders but marginally higher for men While the disorder is skewed towards the urban population, the ratio of 2:1 suggests growing prevalence in rural areas
  8. 8. Regional Prevalence 8 2002-20071996-2001 Source: WHO India
  9. 9. Self Monitoring of Blood Glucose (SMBG) KEY FACTORS Availability ■  Meters are available in larger cities only and their cost is out of reach of a majority of diabetics in India where, the cost of health care is borne by the patient Affordability ■  Those who can afford should buy a ‘Glucometer' and those who cannot should use the test strips by visual comparison which gives an approximate (but clinically useful) result of blood glucose Awareness ■  The inadequate knowledge of clinicians is one of the primary reasons for late detection of diabetes and poor disease monitoring ■  Amongst consumers, there is a lack of awareness regarding the complications of diabetes and the benefits of regular monitoring Over 22% in WEST GPs tend to treat large numbers of diabetics in India however, companies have neglected this section and concentrated on specialists Ref: Frost & Sullivan 2010 Report 9 SMBG Market (India) §  0.3% of Diabetics use SMBG §  Over 95% Market still untapped §  0.1% of the Type 1 Diabetes uses SMBG §  0001% of the Type 2 Diabetes uses SMBG More than 95% still untapped
  10. 10. Market Trends & Consumer Behavior ■  There is a shift in consumer mindset towards preventive medicine. The rise in income levels and the simultaneous increase in the diabetic population will also go a long way in augmenting the sales of these products ■  Self-monitoring of Blood Glucose Systems Market in India, finds that the market earned revenues of $49.7 million in 2009 and is expected to grow at a CAGR of 17.4 percent in the next five to six years ■  Innovative marketing campaigns to l  Educate clinicians and end-users about the benefits of monitoring diabetes l  Attractive offers to distributors, retailers, and end-users l  Substantial price cuts for meters are likely to give a leg up to the INR 1.4 billion glucose meters and strips market. ■  As Indian consumers are not well aware of the benefits of various features offered in a glucose meter, purchase decisions are influenced by retailers and/or clinician recommendations Ref: Frost & Sullivan & PwC Reports - 2011 10
  11. 11. SECTION II: Competitive Intelligence 11
  12. 12. SWOT Analysis 12 •  Emergence of New and Bigger Players Vying for Market Share •  Strategic Alliances •  Changing Leadership •  Non Sustenance of Initiatives •  Long Hierarchical Process •  Trust & Branding with Consumers •  Unique Consumer Initiatives •  Relationship with Trade / Retailers STRENGTH WEAKNESS THREATOPPORTUNITY
  13. 13. DIABETES CHECK UP CAMPS - TRADE / RETAILER 13 ■  Excellent engagement activity to reach directly to consumers ■  75 Field Representatives conduct Awareness Camps every Saturday in their coverage zones ■  Turnout of 35 targeted audience / camp / rep ■  Total estimated consumer reach = 75*35*4 = 10,500 / month RETAILER Better Customer Retention
  14. 14. Movie – Special Screening for Children 14 ■  70 minute feature film on Childhood Diabetes ■  Innovative tool for behavior change ■  Premiered on Nov 13, 2010 ■  Now showcased in schools across the country in partnership with non-government organizations , state government departments
  15. 15. Strategic Alliances 15 MANKIND PHARMA ■  Roche Diagnostics and Mankind Pharma recently announced an exclusive marketing and distribution agreement in India wherein the latter will undertake marketing and distribution activities for 'Accu-Chek Go', a newly launched blood glucose monitoring device by Roche Diagnostics ■  With Mankind's strong distribution and marketing force, Accu-Chek Go will be available across 500 cities in India. The purpose of this co-operation is to raise awareness for diabetes and to spread the message of self-monitoring in Indian homes BRITANNIA NUTRICHOICE – IN PROCESS ■  Nutrition partner for all diabetes awareness related activities with doctors , retailers ■  Sharing of ad expenditure ■  Joint pack promotion opportunities
  16. 16. •  Price war •  Government / Institutes – time consuming •  Government Business – HUGE •  Tier II & tier III cities •  Small team in India •  Expansion plan not clear – with consumers / doctors •  Institutional / hospital relations •  Government relations with the biggest contract on diabetes screening STRENGTH WEAKNESS THREATOPPORTUNITY SWOT Analysis 16
  17. 17. National Programme for the Prevention & Control of Cancer, Diabetes, Cardiovascular Disease, & Stroke – NPCDCS 17 ■  Abbott awarded the first ever NPCDCS tender for the supply of glucometers & consumables in Oct. 2010 ■  Pilot project of 1 year valued at Rs 10 Cr. ■  21 states & 30 districts ■  Excellent opportunity to explore market at small towns ■  Offer training to health workers on blood glucose ■  Working towards positioning itself as “Preferred Partner of Choice” with the key relevant stakeholders STATE DISTRICT Andhra Pradesh Nellore Vijayanagaram Assam Dibrugarh Jorhat Bihar Vaishali Rohtas Chhattisgarh Bilaspur Jharkhand Bokaro Madhya Pradedsh Ratlam Maharastra Washim Wardha Sikkim East Sikkim Orissa Naupada West Bengal Darjeeling Gujarat Gandhinagar Surendranagar Haryana Mewat Himachal Pradesh Chamba J & K Leh (Ladakh) Udhampur Punjab Bhatinda Rajasthan Bhilwara Jaisalmer Uttarkhand Nainital Uttar Pradesh Rae Bareli Sultanpur Karnataka Shimoga Kolar Kerala Pathanathitta Tamilnadu Theni
  18. 18. In Discussion For Exploring The Direct Consumer Market 18 ■  After becoming leaders in institutional sales, Abbott is working towards entering the consumer market ■  Exploring with various partners and channels to establish as a brand amongst consumers ■  No public action yet
  19. 19. SWOT Analysis 19 •  Price wars •  Competition •  Doctors – competitors realizing the Importance •  Childhood diabetes care •  Saturation •  Consumer equation – relatively weak •  Relationship & equity with doctors •  J & J brand with doctors STRENGTH WEAKNESS THREATOPPORTUNITY
  20. 20. HCP Focus – General Physician 20 ■  Very strong equation with specialists ■  More focused efforts on building relationship with general physicians ■  No significant innovations noticed
  21. 21. SECTION III: New Innovations Recommended 21
  22. 22. Product Lifecycle 22 PRODUCT DEVELOPMENT INTRODUCTION GROWTH MATURITY DECLINE ü Sales – RISING ü Cost per customer – AVERAGE ü Profits – RISING ü Target Audience – EARLY ADOPTERS ü Competition – GROWING DISTRIBUTION TARGETTED PROMOTION PRICING 4 P’s of Marketing 1. Product 2. Price 3. Promotion 4. Place
  23. 23. Recommended Aproach 23 •  Bayer loyalty program •  Online interactive portal •  Partnership with Diabetes India •  World Diabetes Day - 2011 •  Online interactive portal •  Cross promotions & partnerships •  Online interactive portal •  Certificate training programs •  MDG advocacy campaign Health Care Practitioner Institution Trade / Retailer Consumer
  24. 24. Consumer Healthcare Practitioner Institution / Cross Partner Online Interactive Portal 24
  25. 25. Background 25 The prevalence of diabetes/ other lifestyle related diseases is increasing globally and the prevalence in India is a growing concern Research Insight ■  Non-healthy choices are tempting and it requires considerable effort to resist cravings for unhealthy foods and to make time for exercise. The required amount of effort increases as people perceive more freedom to choose whether or not to have the unhealthy option, and stress may make it more difficult to exert this effort ■  People have conflicting attitudes to healthy options or practices – they know healthy options are good for them, but find them unattractive or difficult. This ambivalence could cause health information to backfire ■  Non-conscious attitudes are important because people often possess feelings that they are unable to retrieve from their memories, or are unwilling to admit to others. These non-conscious attitudes may be particularly important causes of spontaneous, unhealthy behaviors ■  People take the importance of their health for granted and are unable to explain why they value it. This may change only when they suffer a heart attack or other serious illness that gives them good reason to seek better health ■  Proactive Management of Health – Completely Missing from Indian Scenario
  26. 26. Behavior Modification for Better Diabetic Disease Management 26 ■  The treatment of choice for diabetes patients is the combination of medical management & diet, exercise, and behavior modification. ■  Since behavior modification is a key component of all chronic disease management approaches, this assumes a critical importance in the long term goal of the campaign detailed in this presentation ■  Behavioral approaches to diabetes management are based on three assumptions: l  Eating and exercise behaviors are related to body weight l  Regular monitoring and tracking of blood glucose is important l  And that behaviors can be modified by changing both the antecedents that come before the behavior and lead to its occurrence, and the consequences, or re- enforcers, that come after the behavior which increase its frequency Rena R Wing,PhD, Professor of Psychiatry and Human Behavior, Brown Medical School. Endotext.org
  27. 27. If You Want to Change Behavior, Change the Mindset 27
  28. 28. The Philosophy 28 CREDIBLE INFORMATION FLOW BEHAVIORAL SCIENCES Science Sustainable Behavior Modification §  The aim is to stimulate a sustainable behavior change in Indians with respect to diabetes management §  The proposed process would be to use ‘Science’ (evidence based medicine) in a manner that is understood and acceptable by common man to change the attitude and behavior with regards to better diabetes management
  29. 29. Concept – The Behavioral Approach ■  Behavioral approaches for diabetes / other risk factors management involve: l  Developing specific and realistic goals that can be easily measured (e.g. fasting blood sugar level, walking for 20 minutes, three times per week) l  Developing a reasonable plan for reaching those goals l  Making incremental changes (rather than large changes) to promote successful experiences which can be used as a foundation for additional lifestyle alterations ■  Monitoring the behaviors l  Food & exercise journal l  Daily, monthly, quarterly blood glucose journal ■  Changing antecedents l  Behavioral approaches assume that the environment is an important determinant of behavior l  Eating and exercise behaviors can be influenced by social cues (the behaviors or attitudes of others around the person) ■  Changing consequences / re-enforcers l  Increasing re-enforcers for new and appropriate behaviors l  Recognize small positive changes in behavior to be rewarded verbally or with small tangible rewards for the progress 29
  30. 30. DIABETES MANAGEMENT PORTAL HCP Partnership with Diabetes Centers in Hospitals Behavior Management Workshops for Dietitians Certificate Training Courses for General Physicians Continuing Medical Education Series CONSUMER Diabetic Education Camps Mass Awareness & Mention on Packs Diabetes Management Portal
  31. 31. Online Diabetes Management Program 31 ■  Create a portal that is clearly focused on “diabetes management” Specific identity to be created: ■  Totally focused on “diabetes” ■  Creates and maintains a clear brand identity ■  In line with and takes forward the pyramid of influence
  32. 32. Digital Interface 32 ª  Healthcare Professionals ª  Registry ª  Training / Education ª  Resources / Tools ª  Updates ª  News ª  Case Studies ª  Feedback Channel ª  Consumers ª  Online Diabetes Management Program ª  Information ª  News ª  Guides ª  Testimonials ª  Profile in Focus HEALTHCARE PROFESSIONALS CONSUMERS
  33. 33. Program Specific Features 33 ■  This program would provide guidelines for the registered profiles for a diabetes management plan ■  Each plan would be customized to each individual ■  Users would have the option to regularly (weekly or biweekly) update their information into their campaign profile ■  The program would then provide feedback, recommendations and updates on how the person is progressing ■  Users would be able to see trends of other users and how they benefitted from the program (no names and personal information – just trends) ■  Program users would also have access to all existing features of the site: l  Community forum (message boards) l  Share my stories l  Get special advice (ask an expert) l  Access to diet charts (matched and customized) l  Notifications and alerts l  Toll-free helpline – to speak to counselors
  34. 34. Diabetes Registry ■  A registry is a database (register) to capture demographic or clinical data of defined patients or people Types of registries – l  Drug/Device registry: Includes subjects receiving the drug or device regardless of indication l  Disease registry: Includes patients with the disease regardless of drug or device exposure ■  Objectives of Registry l  Disease epidemiology (incidence, demography) l  Evaluate treatment availability, effectiveness, safety l  Outcomes research – prognosis, cost effectiveness, etc. l  Technology assessment l  Clinical audit l  Support clinical trial/ clinical research ■  Benefits of Registry Program l  Epidemiological data (Indian data) l  Outcomes research – intervention, prognosis, etc. l  National and international publications
  35. 35. Program-Specific Features 35 §  Diet charts and recipes would be available under the following categories §  Regional (states and territories) §  Types (vegetarian / non-vegetarian) §  Gender (women / men) [applicable to diets] §  Once a user reaches this section, the user would be presented an interactive Graphic User Interface (GUI) that works through a map of India MY NUMBER TRACKER §  Ability to view numbers over a period of time §  Possible associations with related factors §  Relationship with other body functions MY FOOD MY WAY §  This section will include diets and recipes that are adaptions of traditional Indian diets with minor modifications to make them low fat, high protein, high in fiber and low GI
  36. 36. Analyze yourself Set your goals Get started Connect Share Track Achieve Recommend Profile, calculators, experts, call for advice, etc. Identify goals, timelines, personalized plan, etc. Generic and customized diets, recipes and management plans HCPs, motivators and counselors, community, experts, peer group Successes, failures, challenges, queries, answers, experiences Progress charting, status, alerts, reminders, check/ motivate/counsel Goals vs. achievement, success, gratification and incentives Testimonials, tell the world – “I made it”, etc. Program Flow 36
  37. 37. Call 1800 XYZ 1235 Identify the Need Provide solutions Support and Motivate Engagement Platform 37
  38. 38. Other User Centric Features 38 ■  Expert panel to include l  Behavioral experts l  Diabetes management counselors ■  Consumer connect programs l  Toll- free number l  My food my way l  Interpret my numbers l  A doctor near me l  Additional interactive features – Quizzes – Polls – My stories
  39. 39. Prospective Partners 39 ■  Health Insurance Organizations ■  Fitness / Wellness Centers ■  Diagnostic Laboratories ■  Hospitals ■  Consumer Healthcare - NUTRITION
  40. 40. Certificate Training Programs ( ONLINE + OFFLINE ) 40 ■  Diabetes educator program – dietitian + nurses ■  Online fellow in diabetes care – general physician à expert in diabetes care
  41. 41. LOYALTY PROGRAM Retailer / Pharmacist Sales Force Consumer Institution / Cross Partner 41
  42. 42. Retailer Loyalty Program 42 Objectives l  Consolidate relationship with trade / retail to increase Bayer loyalty & sustain its leadership position l  Retail development l  Blocking competition l  Enhance noise level in market l  Expand POS advertising
  43. 43. Program Structure & Benefits 43 ü  Branded loyalty card for consumers ü  Discounts on Bayer products ü  Discounted wellness packages at GYMs ü  25% discount at diagnostics for check ups ü  To be given to pharmacists for passing on to their diabetic customers ü  Membership of the diabetes wellness portal ü  Others ü  Branding at the retail store ü  Value addition to the existing customer – improved retention ü  Extra source of income – 10% of the amount spent on diagnostics ü  Special camps for membership card holders families ü  More stocks of Bayer products ü  Save money on regular disease expense ü  Confidence building BENEFITS §  Trade Activation §  Sales Force Motivation §  Increased Sales §  POS Branding §  Customer Retention
  44. 44. & 44
  45. 45. Diagnostics 45 ■  Awareness campaigns on World Diabetes Day or any other time of the year – 100% Targeted REACH l  Branded campaign material – brochures , standees , banners etc. ■  Collaborated corporate wellness programs ■  Loyalty card partner ■  Online interactive platform partner & improved REACH
  46. 46. Nutrition 46 ■  Reduced spend on consumer advertising – sharing of media & spend ■  Utilizing nutrition sample as an input for the field team ■  Expanding reach through the combination of both field forces ■  Partner in the online engagement platform and provide nutritional expertise ■  Nutrition as a subject is able to attract more consumers’ attention ■  No conflict of interest
  47. 47. Pharmaceutical 47 ■  Cross promotion through field forces , helps in expanding reach and number of doctors ■  Input utilization ■  More ambassadors for the brand ■  Any non conflicting organization
  48. 48. 2011 48
  49. 49. MILLENIUM DEVELOPMENT GOALS ADVOCACY 49 ■  MDG - The Millennium Development Goals (MDGs) are 08 international development goals that all 192 United Nations member states and at least 23 international organizations have agreed to achieve by the year 2015 ■  They include eradicating extreme poverty, reducing child mortality rates, fighting disease epidemics such as AIDS, and developing a global partnership for development ■  A huge global advocacy campaign for inclusion of NCD in Millennium Development Goals is going on India – Once World’s Diabetes Capital – No Efforts in India yet OUR OBJECTIVE UNITE KEY OPINION LEADERS & DECISION MAKERS & PRESENT RECOMMENDATION CONSENSUS FOR INCLUDING DIABETES AS A PART OF MDG FOCUSED ON DIABETES, NOT TAKING INTO ACCOUNT OTHER NCDs
  50. 50. 50 Advisory committee Recommendation consensus Signature endorsement campaign with doctor & key opinion leaders Presentation of recommendations to the MDG Committee in New York
  51. 51. Summary 51 Consumer CHEMIST / RETAILER HEALTHCARE PRACTITIONER HOSPITAL / INSTITUTION ONLINE INTERACTIVE PORTAL BAYER LOYALTY PROGRAM CROSS PARTNER / PROMOTION WORLD DIABETES DAY - 2011
  52. 52. Questions & Answers 52

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