In todays changing scenario how Pharma companies can make a difference with value added services to Dermatologists in their

clinical practices.

Project guide: Mr. Dileep Sonawane Glenmark Pharmaceuticals

Faculty guide: Prof. Somil Mishra GHS-IMR

Presented by: Tushar Matani 1267

VISION
To emerge as a leading integrated research based global pharmaceutical company.

VALUES
Achievement We value achievement of objectives and consistently strive towards our Vision, with perseverance. Respect We respect all our stakeholders.

Knowledge We value knowledge such that it empowers our people to find innovative solutions to manage change.

Brief History

Incorporated in the year 1977 Founder Chairman - Mr. Gracias Saldhana Initial Capital - Rs.1million Started with 3 Staff members Revenue : 456.56 Mn USD Total 5500 employees (700 outside India)

Mr Gracias Saldanha ( Chairman and Founder)

Mr Glenn Saldanha (CEO and MD)

Mr A.S.Mohanty (Director Formulations)

Glenmark India Business

Market Share 1.45% (2008-9) Top Brands

Ascoril - rank 102 Candid B rank 132 Telma rank 194 Telma H rank 258

All India business ranking 25

Divisions Of Glenmark

Specialty

R&D Centers Of Glenmark

Navi Mumbai, India is focused on discovering New Chemical Entities(NCEs) and taking them till the stage of Clinical development Neuchatel, Switzerland is focused on New Biologic Entity(NBE) research Oxford, United Kingdom is for molecules in clinical development both NCEs and NBEs Sinnar, India is focused on developing Specialty/ Branded formulations for global markets.

Project Title

To determine how pharma companies can make a difference with value added services to Dermatologists in their clinical practices.

Research Methodology

Objective: To determine how pharma companies can make a difference with value added services to Dermatologists in their clinical practices. Secondary Research Internet Personal Interviews with Product Managers Primary data: collected through dip stick survey Accordingly formed the questionnaire Sample method: Random Cluster Sampling Doctors covered : 40 doctors

No of doctors responded: 32 doctors

Specialization: Dermatologist Research method: personal interview and observation Research tool: Likert Scaling

Analysis of data

Findings of Secondary Research & Product Manager Interview

Companies can make differences with respect to 4Ps

Product Price Place Promotion 1 Product Level Services 2 Disease/Therapy Services 3 Patient Level Services 4 Personalized Services

Services offered to Dermatologists can broadly be classified as

Value Added Services

Product information

Therapy/Disease Services

FTA

Conferences

LBL
Samples Visual aid folder Table top brand reminders Expert testimonials In clinic discussion by FSO Posters Post marketing clinical trials

Books
Journals Seminars Presentations Workshops Certificate programs CME / RTM Demo kits Courses

Training

Value Added Services

Patient Level Services
Disease detection camps Education / awareness of patients Patient counseling tools

Personalized Services
Need based scientific information Medical equipments Anniversary / birthday celebrations

Lunch/dinner
E-mail/SMS Websites/blogs Daily greetings

Occasional/festival greetings
Update for existing and new products Regular visits Gifts

Sponsorships
Monetary incentives

In todays changing scenario how Pharma Companies can make a difference with value added services to Dermatologists in their clinical practices. Q. What importance do you give to the following services provided by pharma companies and what
value additions can be done?

Importance
PRODUCT INFORMATION Visual Aid Folder LBL's Full Text Articles Samples Brand Reminders

Very high

High

Imp

Low

Very Low

Value Additions/New Ideas

THERAPY/DISEASE SERVICES Journals/Books CME's/RTM's Conferences Workshops Certificate Programs PATIENT LEVEL SERVICES Education/Awareness Patient Camps Patient Counselling Tools PERSONALIZED SERVICES Need-Based scientific info. Conference Registration Medical Equipment Anniversary Celebrations

Q. What new services can Pharmaceutical companies provide to Dermatologists to assist in clinical practices? Name: Specialization: Age: Sex:

SURVEY

Dip stick survey of 6 days in Mumbai 45 doctors covered In clinic observation Visual aid folder were mostly used and samples were given to doctors.

Challenges for Doctors

Lack of knowledge of patients about the disease. Changing technology. Provide new courses and trainings for all sections of dermatology.

Online information of all the products existing as well as new ones.

Disease specific sites. User trials.

Challenges For Pharma Companies

To Creating differentiation in terms of products and services Less time available in clinic for Medical Representatives. MCI Guidelines putting up restrictions for personalized services.

Findings of Dip stick survey

Problems faced while asking questions from doctors.

Less time available with doctors. Disinterest of doctors for such survey.

Changes required in Questionnaire.

In todays changing scenario how Pharma Companies can make a difference with value added services to Dermatologists in their clinical practices. Q. What importance do you give to the following services provided by pharma companies and what
value additions can be done?

Importance
PRODUCT INFORMATION Visual Aid Folder LBL's Full Text Articles Samples Brand Reminders

Very high

High

Imp

Low

Very Low

Value Additions/New Ideas

THERAPY/DISEASE SERVICES Journals/Books CME's/RTM's Conferences Workshops Certificate Programs PATIENT LEVEL SERVICES Education/Awareness Patient Camps Patient Counselling Tools PERSONALIZED SERVICES Need-Based scientific info. Conference Registration Medical Equipment Anniversary Celebrations

Q. Any other suggestions related to services for Dermatologists to assist in clinical practices? Name: Specialization: Age: Sex:

Analysis Methodology

Tools Used
In Clinic Observation

Personal Interview

Analysis On Broad Categories Of Services

Ranking Frequency Distribution

DATA ANALYSIS

Product Information Services

N Mean
VISUAL AID FOLDER LEAVE BEHIND LITERATURE FULL TEXT ARTICLES SAMPLES BRAND REMINDERS 31 2.32 31 2.35 Std. Deviation .945 1.018
SAMPLES 6%

FTA 43% VAF 24% LBL 21% BR 6% SAM 6%

31 1.81
32 3.03 31 3.23

.873
1.080 .990
VAF 24% BR 6%

FTA 43%

Mean value of FULL TEXT ARTICLES is lowest which means FTAs are mostly preferred product information service.
LBL 21%

Visual Aid Folder

Very High High Imp Low Total Missing Frequency 8 7 14 2 31 1 32 Percent 25.0 21.9 43.8 6.3 96.9 3.1 100.0

3% 6% 25%

It is evident from the data that VAF is considered important over others.
44% 22%

Very High High Imp Low Missing

LBLs
Very High High Imp Low Total Missing Frequency 7 11 8 5 31 1 32 Percent 21.9 34.4 25.0 15.6 96.9 3.1 100.0

3%

16%

22%

It is evident from the data that LBL is given high importance by the doctors.

25% 34%

Very High High Imp Low Missing

Full Text Articles

Very High High Imp Low Total Missing Total Frequency 14 10 6 1 31 1 32 Percent 43.8 31.3 18.8 3.1 96.9 3.1 100.0

3% 3%

19% 44%

It is evident from the data that FTA is considered highly important by the doctors.
31%

Very High High Imp Low Missing

Samples
Very High High Imp Low Very Low Total Missing Total

Frequency 2 8 11 7 3 31 1 32

Percent 6.3 25.0 34.4 21.9 9.4 96.9 3.1 100.0

3% 6% 10%

25%

It is evident from the data that Samples are considered important but less important as compared VAF

22%

Very High High Imp Low Very Low Missing

34%

Brand Reminders
Very High High Imp Low Very Low Total Missing Total Frequency 2 4 12 11 2 31 1 32 Percent 6.3 12.5 37.5 34.4 6.3 96.9 3.1 100.0

3% 6% 6% 13%

It is evident from the data that Brand Reminders are given less importance over other Product Information Services.

34%

38%

Very High High Imp Low Very Low Missing

Suggestions Production Information Services

Summary about the product in brief and not in full detail (Use & application of product). Should be used with laptop also(like VAF). Serial photographs of patients treated. Provide basic knowledge of the product and also the comparative

study of the products.

Therapy/Disease Services
N Mean
JOURNALS/BO OKS CME/RTM CONFERENCE S WORKSHOPS CERTIFICATE PROGRAMS 32 1.42 31 1.61 31 1.81 Std. Deviation .886 .844 .833 JLBK 30% CMERTM 22% WRKSHP 17% CONF 16% CERT 15%

31 1.81
31 2.26

.873
1.210

CERT 15%

JLBK 30%

The mean value of JOURNALS/BOOKS is lowest which means it is mostly preferred Therapy/Disease service and the deviation from mean also very low.

WRKSHP 17%

CONF 16%

CME RTM 22%

Journals/Books
Very High High Imp Very Low Total Missing Total Frequency 23 5 2 1 31 Percent 71.9 15.6 6.3 3.1 96.9

1
32

3.1
100.0

3% 3% 6%

16%

It is evident from the data that JOURNAL/BOOKS are considered highly important by the doctors.

72%

Very High High Imp Very Low Missing

CMEs/RTMs
Very High High Imp Low Total Missing Total Frequency 18 8 4 1 31 1 32 Percent 56.3 25.0 12.5 3.1 96.9 3.1 100.0

3% 3%

13%

It is evident from the data that CME/RTM are considered highly important by the doctors but less as compared to JOURNALS/BOOKS.

56% 25%

Very High High Imp Low Missing

Conferences
Very High High Imp Low Total Missing Total Frequency 13 12 5 1 31 1 32 Percent 40.6 37.5 15.6 3.1 96.9 3.1 100.0

3% 3%

16% 41%

It is evident from the data that CONFERENCES are considered very important by the doctors but less as compared to CME/RTM & JOURNALS/BOOKS.

Very High High Imp Low Missing

37%

Workshops
Very High High Imp Low Total Missing Total Frequency 14 10 6 1 31 1 32 Percent 43.8 31.3 18.8 3.1 96.9 3.1 100.0

3% 3%

19%
44% WORKSHOPS are recommended by the doctors but they are less important than above 3 services

Very High High Imp Low Missing

31%

Certificate Programs
Very High High Imp Low Very Low Total Missing Total Frequency 12 5 9 4 1 31 1 32 Percent 37.5 15.6 28.1 12.5 3.1 96.9 3.1 100.0

3% 3%

12% 38%

It is evident from the data that frequency is less as compared to other Therapy/Disease services but it is evenly considered important.

28%

Very High High Imp Low Very Low Missing

16%

Suggestions Disease/Therapy Services

Send particular information about the topic through mail & CDs. Round table meetings and conferences in small groups. Study between the 2 molecules of different companies and also its cost comparison.

Patient Level Services

N EDUCATION/ AWARENESS PATIENT CAMPS

Mea n

Std. Deviation 1.033

1.003 .886
PCT 22%

31 2.00
32 3.16 31 2.58

EDU/AWR 67% PCT 22% PC 11%

PATIENT COUNSELLING TOOLS

The mean value of EDUCATION/AWARENESS is lowest which means it is mostly preferred Patient Level Services.

PC 11%

EDU/A WARE 67%

Education/Awareness
Very High High Imp Low Very Low Total Missing Total

Frequency 12 10 7 1 1 31 1 32

Percent 37.5 31.3 21.9 3.1 3.1 96.9 3.1 100.0

3%

3% 3%

38% 22%

71% doctors consider EDUCATION/AWARENESS of patients very important.

Very High High Imp Low Very Low Missing

31%

Patient Counseling Tools

Very High High Imp Low Very Low Total Missing Total Frequency 4 8 17 1 1 31 Percent 12.5 25.0 53.1 3.1 3.1 96.9

1
32

3.1
100.0

3%

3% 3% 13%

25%

54% doctors consider PATIENT COUNSELING TOOLS important.

53%

Very High High Imp Low Very Low Missing

Patients Camp
Very High High Imp Low Very Low Total Missing Total

Frequency 2 4 15 7 3 31 1 32

Percent 6.3 12.5 46.9 21.9 9.4 96.9 3.1 100.0

3% 6% 9% 13%

22%

48% doctors consider PATIENTS CAMPS equally important.

47%

Very High High Imp Low Very Low Missing

Suggestions Patient Level Services

Provide information leaflets for some particular diseases like Scabies to the patients.

A particular drug should be available in least price possible. Now a

day there is lot of price variation. (3). Add experts comments in each awareness tool.

Patients misuse the awareness posters and information.

Visualization of the diseases in serial picture form or derma catalogue.

Personalized Services
N Mean Std. Deviation .919 1.209 1.182
AC 4% ME 17%

NEED BASED 32 1.61 SCIENTIFIC INFO CONFERENCE 31 2.94 REGISTRATION MEDICAL 31 2.74 EQUIPMENTS ANNIVERSANRY 30 3.83 CELEBRATIONS The mean value of NEED BASED SCIENTIFIC INFO. is lowest which means it is mostly preferred Personalized Service.

NBSI 62% CR 17% ME 17% AC 4%

1.085

CR 17%

NBSI 62%

Need Based Scientific Info.

Very High High Imp Very Low Total Missing Total

Frequency 18 9 3 1 31 1 32

Percent 56.3 28.1 9.4 3.1 96.9 3.1 100.0

3% 3%

10%

It is evident from the data that NBSI is considered highly important by the doctors.

28%

56%

Very High High Imp Very Low Missing

Conference Registration
Very High High Imp Low Very Low Total Missing Total Frequency 4 8 8 8 3 31 1 32 Percent 12.5 25.0 25.0 25.0 9.4 96.9 3.1 100.0

3% 9% 13%

It is evident from the data that CONFERENCE REGISTRATION is considered important by the doctors but less as compared to NBSI.

25%

25%

Very High High Imp Low Very Low Missing

25%

Medical Equipments
Very High High Imp Low Very Low Total Missing Total Frequency 4 11 8 5 3 31 1 32 Percent 12.5 34.4 25.0 15.6 9.4 96.9 3.1 100.0

3% 9% 13%

It is evident from the data that MEDICAL EQUIPMENT is considered equally important by the doctors but less as compared to NBSI.

16%

34%

Very High High Imp Low Very Low Missing

25%

Anniversary Celebrations
Very High High Imp Low Very Low Total Missing Total Frequency 1 2 8 9 10 30 2 32 Percent 3.1 6.3 25.0 28.1 31.3 93.8 6.3 100.0

3% 6% 7%

It is evident from the data that ANNIVERSARY CELEBRATIONS service is considered least important by the doctors.

31%

25%

Very High High Imp Low Very Low Missing

28%

Suggestions Personalized Services

Provide some more scientific information and can also provide medical equipments and show its use. Sponsor travelling expenses for conferences.

ANALYSIS ALL SERVICES

N VISUAL AID FOLDER LEAVE BEHIND LITERATURE FULL TEXT ARTICLES SAMPLES BRAND REMINDERS 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 30 Mean 2.32 2.35 1.81 3.03 3.23 1.42 1.61 1.81 1.81 2.26 2.00 3.16 2.58 1.61 2.94 2.74 3.83 Std. Deviation .945 1.018 .873 1.080 .990 .886 .844 .833 .873 1.210 1.033 1.003 .886 .919 1.209 1.182 1.085

JOURNALS/BOOKS
CME/RTM CONFERENCES WORKSHOPS CERTIFICATE PROGRAMS EDUCATION/AWARENESS PATIENT CAMPS PATIENT COUNSELLING TOOLS NEED BASED SCIENTIFIC INFO CONFERENCE REGISTRATION MEDICAL EQUIPMENTS ANNIVERSANRY CELEBRATIONS

ALL SERVICES
1% 1% 1% 1% 3%
4% 5% 7% 11% 7% 8% 9% 11% 3% 2% 15%

9%

JLBK CMERTM NBSI FTA WRKSHP CONF CERT EDU/AWARE VAF LBL CR ME PCT BR SAMPLES PC AC

Other Suggestions
Newer Drugs & Treatment update on web sites. Posters for Patient Education. Fulfil doctors need in Academic ground like Conference & CMEs. Pharma companies should greet or honour the doctor by their services but

should not try to buy the doctor to prescribe only their drug.
The days are now for cosmetology so provide information related to cosmetic products and related procedures and start some cosmetic related programs or workshops. Try and integrate cosmetic & medical dermatology. (2) Update us through mails about recent developments. Since a doctor cannot attend all conferences/symposia/workshops etc., a short

summary of the proceedings would be beneficial.

Contd
Personalized training courses with experts & hands on training.

Audio-Visual CDs & pen drives.

Video conferencing with International experts. Latest updates about lasers. Training programs (Latest Technology) to update doctors. Information regarding specific topic (any scientific info.) instead of doctors searching through websites. Provide only the specific and latest information in pen drives for doctors to

view on their laptops.

Public awareness of diseases & discouraging quack practices i.e. Homeopathy and Ayurvedic clinics.

CONCLUSION

The highly preferred services are the Journals/Books, CMEs/RTMs and NBSI as they provide complete information to the doctors. Pharma companies should conduct CME on an interval basis regularly; this helps doctors to have a clear vision about the disease as well as medicines to prescribe. Company should focus on making products at reasonable rates which every level of patient could afford. Doctors are willing to have information regarding Diseases/Products through internet. MCI imposed restrictions on doctors and pharma companies to which both should follow strictly. Services play an important role in retaining customers therefore MRs need to give brand reminders to doctors.

The most important single ingredient in the formula of success is knowing how to get along with

people.

-Theodore Roosevelt

THANK YOU