© amit srivastava // email: [email protected]


Purple cow Approach To

Alternate channel Marketing of Glucometers in India


Agenda• Current scenario• Alarms• Conclusion• Select audience ……. observation• The Purple Cow strategy• Mantra for the select audience• Purple Cow proposal: Not being different but remarkably

different

Engage community!


Current scenario Type-2 DM is very high amongst Indians with 94-98% of

Indian diabetics belonging to middle income group.- IIC The world's largest diabetes epidemic is threatening

India, which is ill-equipped to cope, say experts. (BBC) INDIA: 40 million diabetics. Progressing to 80 million –

wikipedia United Insurance considering inclusion of diabetes into

clause 6C.ii of Indian Medical Insurance ! Alarming. IRDA have expressed concerns of claim ratios pertaining

to diseases with their roots from diabetes.www.irdaindia.org

CONCERNS:UIIC Regional Manager (Karnataka)


ALARMS!

• Incapable infrastructure for this epidemic

Our hospitals cannot manage this magnitude of complications

Dr Vikram Seshaiah, Apollo Hospitals, Chennai


Alarm 2- The death Knell!• In a major scientific breakthrough, a research

project led by a Chennai-based diabetologist has found that the non-performance of a particular gene in the blood of most Indians is making them more prone to diabetes.

The gene — PPAR-Gamma — is known to protect people of most races from diabetes.This gene is dormant in most Indians .(T.O.I.- I.C.M.R.)-(project headed by Dr. v. Mohan, Chennai)


Conclusion

• The risk of the epidemic is too large to only depend on conventional methods for propagating prophylactic approach.

• This requires a mass engagement of not only diabetics but also “select audience” reaching age of 30!(Need not be diabetic)


Which is “select audience”…..observations

• Core component of diabetic population.• Well educated and good spending power.• On the go! lifestyle• Higher economic strata individuals• Aspiring individuals with stress and multitasking a

lifestyle.• Middle income individuals who have got addicted to

western lifestyle and food habits. (Most potential spending power)

• Yet Health Conscious!!!!


The Mantra for the“select audience”

• GLUCOMETER SHOULD BE HEALTH CONCISOUS LIFESTYLE STATEMENT FOR AGED 30 AND ABOVE.

• SHOULD ADDRESS ASPIRING INDIVIDUALS who cannot afford to be let down in their job/business/career objectives by deadly diabetes.


Engage community

Multi-pronged

Channel 1Conventional promoThrough medical –

professionals

CHANNEL 2Web 2.0

CHANNEL 3Corporate

4 part process

PR


Purple cow approach

Maintain salience in conventional channel

(Manage existing relationships)

AND

Make inroads into direct relationships with customers and influencers

(Experiential brand building)

Create and own YODIs segment


Phase IOperation Bangalore

April –September 2006

Maintain salience in the conventional channel• Build community of diabetologists in respective

city. For example we will take Bangalore as a case.– Focus on relationship building Vs high decibel

awarenessLaunch bangalorediabetolgists.com

• Map and list diabetologists across different zones of Bangalore

• Create blog, upload international research and trends• General sections of mass interest• Create Doctor-patient-doctor loop onto the website through

VCDs


Phase IOperation Bangalore

April –September 2006

First step in building direct consumer relationships• Initiate collaborative effort on diabetes prevention and control with a

leading IT company (prime reservoir of diabetics)– Initiate program with an intranet mail from HR and/contribution to

newsletter advising on YODIs– Create Internal Promotion Modules.– Offer to get confidential and voluntary testing done at centrally installed

kiosk at convenience • Offer option of secure online diabetes log for each employee

– Create push triggers, for targeted interventions increasing testing population through progressive intranet mails on fortnightly basis and rewards

– Limited period offer post three months/targeted participation of testing facilities on glucometers and strips

– Build high involvement of HR and organisation to create a showcase for peer organisations

Lead towards employer audit


Phase IIOperation BangaloreOctober 2006–March 2007

Step up activity• Increase salience of bangalorediabetolgists.com

– Launch of Best Chef contest among Bangalore diabetogists -healthy sugar free recipes

• Audience prize and Jury prize– Launch Bangalore Diabetologists Healthy Recipe Book

• Free CDs for distribution to patients

• Email poll of bangalorediabetologists.com– Incidence, tips, etc.

• Tie-up with leading gyms in each city for info-spots-demo

Leverage through PR


Phase IIOperation BangaloreOctober 2006–March 2007

Step up activity• Showcase initiative by leading IT company on YODIs

Strategic media coverage on– India’s IT industry faces its biggest threat-Diabetes – Increasing Diabetes incidence, a threat to insurance companies

• Need to work with corporate for preventive care mechanism

• Working with NASSCOM and other city-based IT associations– Workshop for HR heads along with diabetes specialists– Launch Diabetes Worksite Management Programme.


Phase IIIApril 2007-ongoing

Step up activity• Initiate city-wise diabetolgists.com and related activities• Launch FamousDiabetics.com

– Social service campaign• If you are a diabetic say so and inspire others with your success

– Success stories of famous people down the ages with diabetes• Diabetes Population meter installed in each major city• FAT PIG-led exhibit across corporate, colleges and other

public spaces– You need not be obese to have diabetes

Leverage through PR



• Showcase initiatives by IT sector on YODIs Strategic media coverage on– Increasing incidence/likelihood of diabetes among

young professionals in high stress industries• Focus on high risk professions and specific industries• Corporate responsibility to ensure ‘Prevention better than

cure’

– Insurance companies wake up to diabetes



Increase collaborative efforts with corporate across sectors-setting entry barriers for competition • Tips for a healthy life

– E-newsletter for HR professionals• Set up corporate extranets for leading IT companies

– SMS interactivity (medical tracking and advice.)– Offer control and track record (utility to employee, HR and cost to

company- on insurance premium.– Employee well informed and educated on the potential risk (better

healthcare and productivity)- proactive medical advices based on track records.

– Ease of buying: Online shopping on extranet• Building business alliances with Insurance companies

– Pro-rate discount on premium for companies with preventive diabetes’ practices



Increasing presence in public spaces • Channel 2: Web 2.0

– SEO/SEM: Target people searching glucometers, diabetes, health info

• Blog– Glucometer; A FASHION STATEMENT FOR EXECUTIVE ON THE

BLOCK!, Increased performance on the go, Diabetes and healthcare, problems with diabetes, medical insurance in diabetes, social life, etc

– Blog research • To study and strategize market approach based on inference. An

edge over competition– RSS Feeds: Diabetes and related sites, sms to community. Target

young crowd.• Focus ad campaign in trade media

- IT - ITeS - Telecom - Communication


360 Degree success!!

© amit srivastava // email: [email protected]

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