1. A
Project Report
On
Sanofi Aventis’
Prayas Initiative
Rural Marketing
Submitted To: Submitted By:
Prof. Ramesh G. Anandikar Aadil Ahmed
PG2010-001
KIAMS, Harihar

2. Sanofi Aventis
Sanofi‐Aventis, a leading global pharmaceutical company, discovers, develops and
distributes therapeutic solutions to improve the lives of everyone. Sanofi‐Aventis in India
operates through three entities ‐ Aventis Pharma Limited, Sanofi‐Synthelabo (India) Limited
and Sanofi Pasteur India Private Limited – the vaccines division of Group Sanofi‐Aventis.
The Company focuses its activities on seven major therapeutic areas namely – Cardiovascular
diseases, Thrombosis, Oncology, Central Nervous System disorders, Metabolic Disorders,
Internal Medicine and Vaccines.
Prayas – Empowering Rural Medical Practitioners
What is Prayas?
The Company has launched Prayas, (meaning ‘endeavor’), aimed at bridging the diagnosis‐
treatment gap through a structured continuing education program for rural doctors across
India. Through Prayas, specialists from semi‐urban areas will share latest medical knowledge
and clinical experience with general practitioners based in smaller towns and villages in the
interiors of India. Sanofi‐aventis’ second strategy for improving healthcare access is to make
quality medicines available at affordable prices for rural India patients. Together, these
strategies will be known as sanofi‐aventis’ ‘Hoechst’ initiative for rural India.
To complement this knowledge‐based program (Prayas), Sanofi‐Aventis is also launching a
new range of quality medicines at affordable prices in these geographical areas under the old
and familiar umbrella brand name ‐ Hoechst, which is today a Sanofi‐Aventis initiative. This
product range will help address the challenge of accessibility, affordability and availability of
quality medicines to patients in remote villages.
The pilot program has successfully tested the unique Prayas ‘mentor‐mentee’ model amongst
more than 3200 medical practitioners across West Bengal, Bihar and Uttar Pradesh.
The Scale of Prayas
Prayas is an evolving model that was piloted in May 2009. In West Bengal alone, they have
conducted 84 workshops and have trained 467 doctors across 30 clusters of towns/villages
during the pilot stage.
To complement this knowledge‐based program (Prayas), Sanofi‐Aventis is also launching a
new range of quality medicines at affordable prices in these geographical areas under the old
and familiar umbrella brand name ‐ Hoechst, which is today a Sanofi‐Aventis initiative. This
product range will help address the challenge of accessibility, affordability and availability of
quality medicines to patients in remote villages.
1|Page

3. The Company had begun by introducing ten drugs for infections, pain and gastric
disturbances. Sanofi‐Aventis India will facilitate Prayas workshops for General Practitioners
on disease areas that are a major concern in rural India. Data from WHO, UNICEF* and
Sanofi‐Aventis’ own survey shows that respiratory, gastrointestinal and nutritional diseases
are affecting millions in rural India. Hence, the initial workshops will focus on these disease
areas.
Sanofi‐Aventis India has already 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. It has been found that doctors are willing to invest time to keep themselves updated
and this has helped boost their confidence in diagnosing diseases. They are hence prompted
to come back and participate in subsequent Prayas modules.
Future Plans
Sanofi‐Aventis will extend Prayas in these States and also in Andhra Pradesh, Madhya
Pradesh and Maharashtra. In the coming five years, Sanofi‐Aventis aims to extend the
benefits of Prayas to as many as 100,000 doctors in rural areas and thus contribute to India’s
much needed healthcare capacity building initiative.
Later, the company will rope in non-government organisations (NGOs) and local
governments through a public-private-partnership (PPP) model to help the poor in rural India
access quality medicines
Benefits
 Sanofi-Aventi has formulated this large-scale rural business strategy in India to
double its share to at least 4% of the Rs35,000 crore local drug market by 2015.
 It will indirectly help medical representatives of Sanofi-Aventis gain better access and
intimacy with doctors in rural areas and small towns.
 It will create recognition for Sanofi-Aventis in rural areas where it is not much
known.
 This will help the rural doctors to better diagnose their patients and treat them in a
holistic manner.
 With guidance from doctors of semi-urban or urban areas, rural doctors will be
updated of the latest medical innovations and techniques.
 With the company taking interest in rural India, there will be better supply of
medicines and other important medical supplies.
 The entry of Sanofi-Aventis will attract other companies which in turn would be
highly beneficial for rural areas.
2|Page

4. Salient Features of Prayas
 Aims to improve healthcare in rural India by mentoring doctors in quicker diagnosis
and competent treatment of disease.
 Currently has a network of 400 mentors and 5,500 mentees.
 Seeks to empower at least 1,50,000 doctors across 60,000 towns and villages of India
by 2015.
 High success rate and fast expansion.
 Getting great response from doctors who have been trained.
 Help create a market for company where competition is low.
 Project would help Sanofi-Aventis create an image as well as improve revenue and
sales.
3|Page