top 150 pharma companies of india as on december 2017

MEDICINMANField Force excellence

December 2017| www.medicinman.net

Indian Pharma’s First Digital Magazine Since 2011

TM

MEDICINMAN PRESENTS

DigiStorm2017&

How to Create a Winning Sales Organization 19th & 20th December, Mumbai

Early Bird Fees (Before 13th December 2017)

Delegate type DigiStorm2017

How to Create a Winning Sales

Organisation workshop*

Both events

Pharma delegates - individual

₹ 14,500/-₹ 9,950/-

plus 18% GST

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plus 18% GST

₹ 25,000/-₹ 17,000/-

plus 18% GST

Service provider registrations (only five seats available)

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REGISTER HEREmedicinman.net/register2017orsimply make payment to:Bank: HDFC BANK Branch: 102, Chawla Regency, Mosque Road, Bangalore - 560005Account Name: MEDICINMAN PRIVATE LIMITEDAccount No: 50200021794640IFSC Code: HDFC0000714GSTIN: 29AAKCM5650R2ZI

and send details to [email protected]

CREATING A WINNING SALES ORGANIZATIONInterview with Deep Bhandari

What are the key chal-lenges faced by the sales force of pharma

companies operating in India?

Deep Bhandari: Most pharma com-panies operating in India, under-stand the significance of their sales force – the driver of revenues. Sales force is also responsible for estab-lishing and maintaining relationship with various stakeholders like HCPs (doctors), retail pharmacies, distribu-tors, payors, like the insurance com-panies and in some cases patient or-ganizations or caregivers to patients. Pharma companies are aware that the cost of maintaining a sales force is very high and it has significant im-pact on the bottom-line.

Read the rest of the interview here: https://goo.gl/ECbwC1

SANJIV NAVANGULManaging Director-Janssen Pharma

HARIRAM KFormer MD, Galderma India

ANAND RAOSVP, Head Digital Technology, Axis Bank

KEYNOTE SPEAKERS

SALIL KALLIANPURPartner & Co-Founder, The Digital Transforma-tion Lab

DEEP BHANDARIAdvisor, UCB India

WORKSHOP LEADERS

in partnership with

PRESENTSMEDICINMAN

DigiStorm2017

How to Create a Winning Sales Organization 19th & 20th December, Mumbai

&

GURPINDER SINGHHead, Digital & MCM, GSK

SHASHIN BODAWALADirector Business Excellence, Go-to-Market & International Business, Boehringer Ingelheim

KIRAN PAIHead, Digital Marketing, Cipla

SUDIP CHAKRABORTYCountry Head, Neurology & Operations, UCB India

INDERJIT SOODVP, Zydus Cadila

PANKAJ AGRAWALNational Manager, Sales, Pricing and Access, UCB India

SHIVA NATARAJANRespiratory BU Head, GSK Pharma India

AMLESH RANJANDeputy Director, Superspecialty, Sanofi

KRISHNA SINGHCMD, GlobalSpace Technologies

RITIKA KAPURBrand Manager, Marcom & Digital, Qi Spine Clinic

VIJAY CHARLUMarketing & Sales, Indoco Remedies

ARSHIYA ZAHEER APAC Regional Medical Lead MCM, Pfizer

MANISH BAJAJVP, India Business, Dr. Reddy’s Labs

SATYA MAHESH K.SFE, Business Analytics, Cipla

RAJESH TIWARIHead, ER and HRBP, Novartis

N. SURESH BABUHead Strategic Initiatives, Sanofi India

SPEAKERS/MODERATORS/PANEL MEMBERS

How to Create a Winning Sales OrganizationDigiStorm2017 &19th & 20th December, Mumbai

CONTENTS

Our mission is to collectively improve the pharma sales and marketing ecosystem - leading to better relationships with doctors and better outcomes for patients.

MedicinMan Volume 7 Issue 12 | December 2017

Editor and PublisherAnup Soans

Chief MentorK. Hariram

Executive EditorSalil Kallianpur

Editorial BoardProf. Vivek Hattangadi; Deep Bhandari; Hanno Wolfram; Renie McClay

Letters to the Editor: [email protected]

1. Rudyard Kipling and the Pharma Brand Plan............................................................................10

The wisdom of the renown English poet applied to pharma brand planning

Vivek Hattangadi

2. What Does Digitilization Mean to You? ......13

A look at the impact of digital at every step of the healthcare value chain

Hanno Wolfram

3. Selling in a Digital Era ..................................16

The right message, to the right customer, at the right frequency, through the right channels

Salil Kallianpur

4. OPPI 51 AGM Highlights ..............................18

Reporting

K. Hariram

5. AIOCD Market Highlights ...........................20

Market highlights for the month of November 2017

Ameesh Masurekar

4 | MedicinMan December 2017

Connect with Anup on LinkedIn | Facebook | Twitter

Anup Soans is an L&D Facilitator, Author, Pharma Consultant.

muckrack.com/anupsoans/articles

Meet the editor

SNAPSHOT DigiStorm2017

19 December 2017, Mumbai

Courtyard Marriott, Mumbai



REASONS TO ATTEND

� Understand the need for an integrated multichannel strategy to be adopted in the business model

� Discover how you can make your multichannel marketing smarter using customer data you already have

� See how to define ROI by replacing “measurement plans” with “engagement plans”.

� Explore the unique considerations for building integrated plans and content in multichannel marketing

� Learn about the new skills required for a marketing professional in the new hyperconnected world.

WHO SHOULD ATTENDThis boot camp is designed for professionals

from pharmaceutical & biotechnology

organizations with the following

responsibilities:

Marketing

� Brand Management

� Product Management

Digital Marketing

� eMarketing/Digital Marketing

� Multichannel/Channel Marketing

� Multichannel Analytics

� Integrated Marketing

� Social Media

� Digital Media

Marketing Innovation

� Interactive Services

� Customer Experience

� Customer Engagement

� Global Marketing

� Mobile Marketing

If you are interested in understanding how digital can be adopted into your business models, used to better engage your customers and take the industry-doctor relationship to the next orbit, this is the workshop for you.

DIGISTORM is a great opportunity where you can shake hands with, interact and learn from industry colleagues, industry experts and also from experts from other industries who have successfully adopted digital technology.

SALIL KALLIANPURWorkshop Leader@salilkallianpur

VENUECourtyard Marriott, Mumbai (Opp. Carnival Cinemas, Andheri-Kurla Road)

Fee Matrix - Early Bird Discounts till 13th Dcember 2017


How to Create a Winning

Sales Organi-sation

workshop*

Both events


₹ 14,500/- ₹ 9,950/-

plus 18% GST

₹ 14,500/- ₹ 9,950/-

plus 18% GST

₹ 25,000/- ₹ 17,000/-

plus 18% GST

Pharma delegates - group (5+ from same company)

₹ 8,500/- plus 18% GST

₹ 8,500/- plus 18% GST

₹ 17,000/- plus 18% GST


₹ 25,000/- ₹ 20,000/-

plus 18% GST

₹ 25,000/-₹ 20,000/-

plus 18% GST

₹ 40,000/- ₹ 30,000/-

plus 18% GST


08:45-09:00 – Welcome & Introduction – Anup Soans

SESSION 109:00-10:30 – Theme: Can pharma afford to ignore digital technology and multichannel customer engagement?

Keynote address followed by panel discussion:

Speaker: Sanjiv Navangul – Managing Director, Janssen India Ltd. (Pharma perspective)

Speaker: Anand Rao – SVP & Head Digital Technology, Axis Bank (non-pharma perspetive)

Outcomes from the session:

1. How digital technology can be integrated into a business model

2. What should be the key things to keep in mind when developing a digital strategy

3. What are the common mistakes that business lead-ers make when planning a digital strategy

Panelists – Sanjiv Navangul; Anand Rao; Manish Bajaj; K. Hariram

Moderated by – Shashin Bodawala

10:30-11:00 – Networking tea/coffee

SESSION 211:00 – 12:30 – Theme: Pharma Marketing in a Digital World

Presentation followed by panel discussion

Speaker: Shiva Natarajan – Respiratory Business Unit Head, GSK Pharma India

Panelists – Shiva Natarajan; N. Suresh Babu; Shashin Bodawala; Krishna Singh

Moderated by – Salil Kallianpur


1. Marketers must use customer data cleverly to create engagement opportunities

2. “What is the ROI” – how do you define ROI here, what parameters can be measured to define suc-cess

3. What are the key challenges for pharma marketers to ‘go-digital’ and how to overcome them

12:30 – 13:30 – Break for lunch

SESSION 313:30 – 15:00 – Theme: The role of content and channels – An integrated multi-channel strategy for pharma marketing


Speaker: Gurpinder Singh, Head – Digital & MCM, GSK Pharma India


1. “Content is king” – how do we know what is the best content to create? Is content best created or curated?

2. “If content is king, distribution is queen” – under-standing channel preferences of customers and tailor-making content

3. Must a digital strategy be multi-channel? If so, what is the role of integration?

Panelists – Kiran Pai; Gurpinder Singh; Ritika Kapur

Moderated by – Arshiya Zaheer


SESSION 415:30 – 16:30 – Theme: What does a pharma professional look like in the ‘new world’ – the future of jobs & new skill sets in a hyper-connected world


Speakers - Deep Bhandari & Amlesh Ranjan


1. What does the “new” pharma professional look like?

2. The role of technology in L&D for sales/marketing teams

3. The role of technology for self development

16:30 – Thank you and closing comments – Anup Soans

2017 Awards

DigiStorm2017 will be followed by

Platinum Partners

SCHEDULE DigiStorm2017



SNAPSHOT How to Create a Winning Sales Organization





WHAT YOU WILL LEARN1. The Role of Sales Force

� Understanding strategic sales force role & Busi-ness Model

� Go-To-Market Strategies – A competitive advan-tage

� Strategic approach to Sales Force Sizing & Structure

� Role Taking, Role Making and Role Shaping � Role ‘pollution’ and strategic impact on

results

2. Understanding Territories and Deployment � Understanding Customer Value Proposition and

Interactions � Sales Force Operational Excellence: � Understanding Customers – Strategic Approach

to Segmentation and Targeting � Customer Value Proposition � Business/Account Planning Process � Sales Force Performance Measurement – KPIs � A Strategic Approach to CRM / CLM and Digita-

lization � Managing Sales Performance

3. Building A Winning Sales Force � Hiring High Potential Sales Talent

� Understanding Sales Competencies � Assessing and Developing Competencies � Behavioral Event Selection Process

� On-Boarding and Developing Sales Talent � Building High Performance Culture

� Sales Force Motivation � Incentives, Rewards and Recognition

� Career Pathways � Managing Performance

4. Sales Manager Excellence � What Makes an Excellent Sales Manager & How

to Select One � Developing a Great Sales Manager

� Understanding Competencies � Understanding the Role of Sales Managers � Management Vs Leavvvdership � Understanding Sales Force Excellence

Drivers � Sales Manager as a Driver of Change � Understanding Coaching and Team Develop-

ment � Managing Performance

Aligning strategy with sales is the most critical part of execution because it involves multiple factors:

� Coherent Strategies

� Right Sales Profile and People-Hiring, On-boarding, Training and Development

� Sustainable Right Behaviours

� High Performance Culture, Reward, Recognition and Incentives Programs

DEEP BHANDARIWorkshop Leader@Deep0


Fee Matrix - Early Bird Discounts till 13th Dcember 2017


How to Create a Winning

Sales Organi-sation

workshop*

Both events


₹ 14,500/- ₹ 9,950/-

plus 18% GST

₹ 14,500/- ₹ 9,950/-

plus 18% GST

₹ 25,000/- ₹ 17,000/-

plus 18% GST

Pharma delegates - group (5+ from same company)

₹ 8,500/- plus 18% GST

₹ 8,500/- plus 18% GST

₹ 17,000/- plus 18% GST


₹ 25,000/- ₹ 20,000/-

plus 18% GST

₹ 25,000/-₹ 20,000/-

plus 18% GST

₹ 40,000/- ₹ 30,000/-

plus 18% GST


08:45-09:00 – Welcome & Introduction – Anup Soans

09:00-09:15 – Keynote: Setting the context – K. Hariram

SESSION 109:15-10:30 – Theme: The Role of Sales Force

Speaker: Deep Bhandari – Advisor, UCB India

Key learning outcomes:

1. Understanding strategic sales force role & Business Model

2. Go-To-Market Strategies – A competitive advantage

3. Strategic approach to Sales Force Sizing & Structure

i. Role Taking, Role Making and Role Shaping

ii. Role ‘pollution’ & impact on results


SESSION 211:00 – 12:30 – Theme: Understanding Territories and Deployment

Speakers: Deep Bhandari, Amlesh Ranjan, Pankaj Agar-wal


3. Understanding Customer Value Proposition and Interactions

4. Sales Force Operational Excellence

5. Understanding Customers – Strategic Approach to Segmentation and Targeting

6. Customer Value Proposition

7. Business/Account budgeting Planning Process

8. Sales Force Performance Measurement – KPIs

9. A Strategic Approach to CRM / CLM and Digitaliza-tion

10. Managing Sales Performance

12:30 – 13:00 – Panel discussion

Moderator: Pankaj Agarwal

Panel Members: Sudip Chakraborty, Satya Mahesh and

Amlesh Ranjan

13:00 – 14:00 – Break for lunch

14:00 – 14:15 – Energizer: Anup Soans

SESSION 314:15 – 15:00 – Theme: Building A Winning Sales Force

Speaker: Deep Bhandari – Advisor, UCB India


1. Hiring High Potential Sales Talent

2. Understanding Sales Competencies

3. Assessing and Developing Competencies

4. Behavioural Event Selection Process

i. On-Boarding and Developing Sales Talent

ii. Building High Performance Culture

5. Sales Force Motivation

6. Incentives, Rewards and Recognition

i. Career Pathways

ii. Managing Performance


SESSION 415:30 – 16:15 – Theme: Sales Manager Excellence

Speakers - Deep Bhandari & Rajesh Tiwari


1. What Makes an Excellent Sales Manager & How to Select One

i. Developing a Great Sales Manager

ii. Understanding Competencies

iii. Understanding the Role of Sales Managers

iv. Management Vs Leadership

v. Understanding Sales Force Excellence Drivers

2. Sales Manager as a Driver of Change

3. Understanding Coaching and Team Development

4. Managing Performance

16:15 – 16:45 – Panel discussion

Moderator: Pankaj Agarwal

Panel Members: Sudip Chakraborty, Satya Mahesh

16:45 – 17:00 – Closing remarks: K. Hariram

SCHEDULE How to Create a Winning Sales Organization




2017 Awards Night

Platinum Partners


DATE & TIME

19th December 20174:30PM onwards

WEBSITE

digipharmax.com


Of the many skills required by a pharma brand manager, critical thinking using data analytics and emotional intelligence can make you, as

a brand manager, stand apart. Critical thinking is an in-tegral part of data analysis and will certainly help you to be creative. Data analysis is the process by which sense and meaning are made of the data collected. The emergent knowledge is applied to prepare the brand plan. For this, critical thinking is required.

In this part, I focus on critical thinking and analysis. In the January 2018 issue of MedicinMan, I focus on emo-tional intelligence.

As a brand manager, whenever I wrote a brand plan, I took the help of a great Mumbai-born poet to write it – Rudyard Kipling.

Taking a poet’s help to write a Pharma Brand Plan? If you have not read ‘Six Honest Serving Men’ by Rudyard Kipling, you have really missed something.

Here is the first verse:

I KEEP six honest serving-men,

(They taught me all I knew);

Their names are What and Why and When

And How and Where and Who.

RUDYARD KIPLING AND THE PHARMA BRAND PLAN

Vivek Hattangadi

The wisdom of the renown English poet applied to pharma brand planning

Vivek Hattangadi | Rudyard Kipling and the Pharma Brand Plan

These are also called Socratic Questions and are the heart of critical thinking. You need not ask these six questions in the same sequence as in this poem. One question can lead to another. Ask these ques-tions to explore problems in the context of brand planning. Reflect on the answers you get. Feign ig-norance before you answer these questions which will help you to think differently.

Let us assume you are handling a 5-year old brand, ‘BRANDEX’. BRANDEX is the major contributor in your company’s portfolio and is in the growing segment. Currently BRANDEX is at No. 2 position in the segment with a market share of 8.5% and growing at 14%. The segment is growing at 17%. The market leader is ‘LEADEREX’, introduced a year before BRANDEX. LEADEREX has a market share of 9.75% and is also growing at 17%. However ‘FOL-LOWEREX’ introduced just two years back has a market share of 4.8% and is growing at over 83% and is virtually driving the growth of the segment.

When you are preparing the Brand Plan for the new marketing year, ask these questions to yourself.

1. The ‘WHAT’ Question.

Ø What am I really doing to make BRANDEX pres-ence felt in this segment?

Ø What have I done to make BRANDEX different?

Ø What are the things I could have done to im-prove the market share and brand standing of BRANDEX?

Ø What are those things I did not do?

Ø What should I do to STRENGTHEN the brand image of BRANDEX?

2. The ‘WHY’ Question.

Ø Why is BRANDEX here today at No. 2 position?

Ø Why is BRANDEX growing at just 14%,

Ø Why is FOLLOWEREX growing so rapidly at 83%?

Ø Why do doctors prefer FOLLOWEREX over BRANDEX and LEADEREX?

3. The ‘WHEN’ Question

Ø When did I last work in the field to know the answers to my ‘What’ and ‘Why’ questions?

Ø When did I come to know that FOLLOWEREX had become so strong and what did I do as a brand manager?

Ø When will I change the current situation of BRANDEX?


Vivek Hattangadi | Rudyard Kipling and the Pharma Brand Plan

4. The ‘HOW’ Question

Ø How well do I know the strategy and tactics of LEADEREX and FOLLOWEREX?

Ø How am I going to face LEADEREX and FOL-LOWEREX? Take them head-on in the same “red ocean”? Or am I strategically going to cre-ate another pie where I will render LEADEREX and FOLLOWEREX irrelevant?

Ø How am I going to train my field colleagues so they deliver the new strategy on BRANDEX better?

Ø How am I similar to competition today?

Ø How will I be different from competition to-morrow?

5. The ‘WHO’ Question

Ø Who are the doctors for BRANDEX?

Ø Who are the doctors for LEADEREX and more importantly for FOLLOWEREX? (At a macro lev-el)

Ø Who is my real competition?

Ø Who are the people who can drive BRANDEX to where I want. Have I identified them?

6. The ‘WHERE’ Question

Ø Where do I want to drive BRANDEX?

Ø What are the challenges ahead for BRANDEX?

Ø How am I going to meet these challenges for BRANDEX?

Ø Which obstacles am I likely to face for BRAN-DEX?

Ø Who are the people who will help me over-come these obstacles?

Ø Why do I think so?

Ask these six Socratic Questions to yourself and the answers should be there in your 2018-19 Brand Plan. Asking these questions will help you to focus your activities and channelize your resources to get the best returns. M


Vivek Hattangadi is a Consultant in Pharma Brand Management and Sales Training at The En-ablers. He is also visiting faculty at CIPM Calcutta (Vidyasagar University) for their MBA course in

Pharmaceutical [email protected]


Every day we read about the digital future in healthcare. What are experts talking and writing about, when they use the word digitalization?

Digitalization in healthcare could be “the move from individual, paper-based procedures to structured, de-signed, and repeatable processes enabled and sup-ported by digital technology”. This may be judged as merely incremental, but it is a quantum leap for many.

Meaning of Digitalization:

To a pharma researcher, digitalization means to lever-age digital tools to better engage patients in clinical tri-als, optimize workflow, improve communication, and speed-up data reporting. All these are critical factors in planning and executing clinical trials more effectively.

To a market access professional, digitalization means to allow faster and much more efficient dossier-writing and compilation. No longer does anyone spend time in a library, but instead at Medline, and other full-text searchable databases are at their finger-tips. It allows them to them to speed-up and provide fine-tuned “cost-benefit” data to the authorities.

Hanno Wolfram

A look at the impact of digital at every step of the healthcare value chain

WHAT DOES DIGITALIZATION MEAN TO YOU?

Hanno Wolfram | What Does Digitalization Mean to You?

To a KOL management team, digitalization means that their assessment is often proven wrong by off-the-shelf database that can be purchased. The da-tabase has all the relevant links, authorships, post-er-sessions, key-notes, and co-author references from high-end congress participants, influencers or even “opinion leaders”.

To a pharma brand-manager, digitalization means engaging with so-called customers through digital means. They would like hold on to the old days, when messaging was easy and simple. The message was transmitted x-times to each potential prescriber through the Medical Rep. Since access to doctors is getting difficult and even denied, dig-ital plans are afoot to replace them. Digital apps are designed to convey the same clear marketing mes-sage to doctors via the app.

To sales-forces, sorry: field-forces, digitalization means using online-tools for reporting activities and expenses, and replace sales-folders with per-sonalized and adaptable messages delivered with the help of a tablet-computer. Reporting, surveil-lance or policing a Medical Rep’s input in a digi-talized world is instantaneous.

To “sales-force controlling & reporting” (SFE), digitalization means to leverage tools like a tab-leau, connecting real-time data from many sources to establish real-time reports. The value of these reports in many cases appears questionable as the question: “what will this figure/data-set improve?” is rarely answered.

To a medical department digitalization means having to follow social-media detecting for hidden reports of unexpected side-effects. Patients often send wrong and harmful messages. On the other hand, medical people called “medical science liai-son managers” (MSLs) have easy digital access to address-databases of Key Account Managers and reps to easily find medical or scientific counter-parts valued enough to participate in a clinical trial.


“To a medical department digitalization means that they have to follow all these social-media detecting hidden reports of unexpected side-effects in the Internet.

Hanno Wolfram | What Does Digitalization Mean to You?

To patients, digitalization means that they have In-ternet access: any information at any time from any place. With reference to validity, relevance and ap-propriateness of the content, patients are left alone and are often lost in the digital space. The constant refrain from pharma, is: “We are not allowed…” It is a comfortable for pharma people to hide behind.

Just doing digitally whatever has been done man-ually in the past is to miss out on the true poten-tial of digitalization. What about a “fully digitalized healthcare business model, like Amazon and Ap-ple?

Amazon, Apple, and many others are preparing to enter the highly lucrative healthcare market. Healthcare represents between 5% (India) to 15% (USA) of GDP. Healthcare is unchallenged, unri-valed in size, showing predictable growth for cen-turies, old fashioned but hungry and ready for in-novation. Healthcare offers plenty of opportunities for digitalization. M


“Just doing digitally whatever has been done manually in the past is to miss out on the true potential of digitalization. What about a “fully digitalized healthcare business model? Like Amazon and Apple?

Hanno Wolfram is the found-er and owner of www.Innov8.de, a Germany-based company offering consulting projects for pharmaceutical companies. He is an industry thought leader on Key Account Management


In his recent newsletter, “Innov8-Bulletin”, Hanno Wolfram, an expert marketer and an authority on key account management, describes what “digitali-

zation” means to different stakeholders of the pharma value chain – from medical reps to patients. He points out that the term means different things to different people and each function views it from their limited functionality. Medical reps consider digitalization as a means of reporting their work instantly online. Brand managers view it as the availability of apps and ways to reach customers. The medical department looks at it as a source for adverse event reporting for their medicines.

While I provide an over-simplified view of Hanno’s arti-cle, the most important point is that there is no unified view of digitalization. Different stakeholders of the in-dustry have been unable to imagine how technology can work to upgrade the way the pharma industry in-teracts with customers and consumers.

Most people in the industry who I speak to appear somewhat overwhelmed with digitalization and its impact on the way doctors and patients interact with each other. Pharma has always had a keen interest in creating ways in which doctors treat their patients better and the evolution of technology provides more ways than one to do that in a much better and more efficient manner.

Selling in a Digital Era

Salil Kallianpur

The right message, to the right customer, at the right frequency, through the right channels

MEDICINMAN presents DigiStorm2017

19 December 2017, Courtyard Marriott, Mumbai

Workshop Leader: Salil Kallianpur

for Pharma and Healthcare Marketers

Salil Kallianpur | Selling in a Digital Era

“Remember, the fundamental purpose of any business is to engage its customers. Customers engage only when they see value in your company or product. One doesn’t need to “sell” to an engaged customer – (s)he is already sold to!

Where product managers earlier had only one channel (the medical rep) to communicate with doctors, today technology offers multiple channels such as e-mails, remote detailing, product/science webinars, brand/company websites, to name a few. Multi-channel customer contacts ensure that the message is consistent and reinforced at a time that is most convenient to the customer. The fun-damentals of sales effectiveness still remain the same: “the right message to the right customer at the right frequency”. Digital adds another funda-mental to it – “the right channel”.

If you are able to communicate the right mes-sage to the right customer at the right frequency through the right channel, it means that you have a very engaged customer. That is nothing but the objective of every marketer – to create customers who are engaged with their brands and compa-nies. Digital technology assists you to do that in a very efficient way.

Remember, the fundamental purpose of any busi-ness is to engage its customers. Customers en-gage only when they see value in your company or product. One doesn’t need to “sell” to an en-gaged customer – (s)he is already sold to! Sales is a by-product or a natural consequence of customer engagement. Learn to leverage technology to en-gage your customers better than your competitors can. M


Salil Kallianpur is Partner and Co-Founder at The Digi-tal Transformation Lab. He is a pharma veteran having worked with industry leaders like No-vartis, Pfizer and GSK.


I am one of those privileged retirees who continues to be invited to OPPI’s AGMs. For a change, the re-cently held 51st AGM on 13th October 2017, was an

unconventional one, sans any government official or a bureaucrat addressing the forum.

The guest of honour was Dr. Koduru Varaprasad Reddy, the pioneer behind affordable vaccines from Shantha Biotechnics who shared his life journey, an inspiring one and a learning for all entrepreneurs.

There is a change of guard at the top with Mr. Annas-wamy Vaideesh, VP (South Asia) & MD, GSK taking over as President from Dr. Shailesh Ayyangar, Sanofi’s MD and Head of South Asia.

The overarching theme of OPPI this year is ‘THE DNA of CARE’. The outgoing president, Dr. Ayyangar in his handover address emphasized on the following:

1. TOGETHER WE MUST – the need for all the stake-holders to come together

2. The need to focus on “access to healthcare”

3. Building trustful relationship with the patients

4. India should no longer be a country following oth-ers, but be an INNOVATOR country not just for IPR, but beyond that.

According to him there is a changing expectation from patients in terms of dignity, trusting the people who are helping them, managing the cost of healthcare and the need for better treatment approaches includ-ing a better medical infrastructure, plus financial aid.

Dr. Ayyangar did mention that that OPPI on its part has been working with all concerned in terms of NCDs (non-communicable diseases) and the threatening an-timicrobial resistance.

Taking over the mantle, Mr. Vaideesh set the tone and pace by focusing on:

1. Continuing to improve ACCESS

2. Investing in HEALTH maintenance, treatment and prevention of diseases

OPPI 51st AGM HIGHLIGHTS

K. Hariram

Reporting by K. Hariram

K. Hariram | OPPI 51st AGM Highlights

3. The need to shift the focus from PRICE CON-TROL to “how do I ensure people get financial aid to afford the basic healthcare.”

With the evolution of healthcare resulting in im-proving life span, Indian pharma has certainly come a long way.

However, according to Dr. Vaideesh, there is still lots of fluidity in the healthcare system allowing for a second guessing of ‘what is going to happen next.’

He was very clear in spelling out that the future is in biologics. There is also an urgent need to part-ner with the government keeping the focus on the PATIENT.

This is the way forward for a HEALTHY INDIA.

Inspired by the patient, OPPI’s member companies are constantly working on newer medicines and treatments for diseases. The unwavering commit-ment to bringing better health outcomes to the millions of patients across the globe continues to be the driving force behind all the innovation and research of OPPI members.

Every day, researchers work on development and innovation and with the hope that we will trans-form the way we treat diseases.

Just as Columbus’ discovery of the New World brought opportunity to mankind, OPPI believes that medicine and science will discover treatments for a newer, healthier world that will usher hope and cheer for the entire human race.

Welcome to the New World of research and hope!

Keeping in line with OPPI’s theme of 51st AGM, they have released a book titled, “The DNA of CARE”. You may download the same by clicking on the link below.

https://www.indiaoppi.com/sites/default/files/PDF%20files/The%20DNA%20of%20Care.pdf M


K. Hariram is the former MD (retd.) at Galderma India. He is Chief Mentor at MedicinMan and a regular contributor. [email protected]


Highlights

1. IPM growth rate improved with a growth of 8.1% and sales of INR 10291 crore.

2. Apr to Nov growth for IPM is 4.6%, clearly showing the impact of the run-up to GST and implementation of GST.

3. Anti-infective segment showed very good growth of 7.9%, while Dermatology posted a double digit positive growth of 11.9%.

4. Gastro Intestinal segment has shown a posi-tive turnaround this month and is growing at 9% while Vitamins are also showing at posi-tive growth of 6.8%.

5. Major chronic therapy area like Anti-diabetic has slowed down 6%.

6. Cardio segment posted single digit growth of 4.4% and CNS did better as compared to Oc-tober at 7.6%.

7. Only Derma 11.6% and Anti-diabetics 12.8% segments showed double digit growth from Apr to Oct 2017 in the top 10 segments.

Impact Of FDC

Ø FDC market grew at 16.5% while Non FDC market showed a growth of 9.1% and single molecules grew at 6.9%.

Ø The Non FDC component growth drivers are volumes at 6.7%, prices at -0.7%, while new products are growing at 3%.

INDIAN PHARMA HIGHLIGHTS FOR NOVEMBER 2017

AIOCD AWACS

Market highlights for the month of November 2017

AIOCD AWACS | Pharma Highlights

Ø The single molecules are driven by vol-umes at 6.5% however the prices are pull-ing down at -2.3% while NPs are growing at 3%.

Ø MNC grew at 4.4%, while Indian compa-nies grew faster at 9%.

Top Performing Companies:

Ø In the Top 10 ranks, Mankind has the high-est growth at 27.6% followed by Alkem at 13.9% and Lupin at 12.5%

Ø 43 companies showed growth in the top 50 ranks, signalling revival of IPM.

Ø In the top 50 ranks, Natco has the highest growth of 35.9 % and Himalaya growing at 22.9%.

Ø In the top 11 to 20 ranks, Aristo has the highest growth at 10.7% followed by Tor-rent growing at 9.5% and DRL growing at 8.4%.

Ø In the top 21 to 30 ranks, Natco grew the fastest at 35.9% followed by Himalaya growing at 22.9%

Ø In the top 31 to 40 ranks, Hetero grew at 22.4% followed by Meyer organics at 13.2% and Ajanta at 11.3%.

Ø In the top 41 to 50 ranks, Allergan has the highest growth of 22.1 % followed by Med-ley growing at 20.2% and Centaur 19.5%.

Ø In the top 51 to 60 ranks, Corona grew at 26.6 % followed by Eli Lily at 12.7%.

Ø In the top 61-70 ranks, Shreya Lifesciences grew at 23.3% followed by Albert David at 17.9 % and Wanbury at 8.5%.

Ø In the top 71-80 ranks, East India grew at 19.7% followed by Lincoln at 9.8%.

Ø In the top 81-90 ranks, Oaknet grew at 32.1% followed by Ozone at 31.1% and Walter Bushnell at 26%.

Ø In the top 91 to 100 ranks; Sanzyme grew at 58.5% followed by Leeford HC at 57.6% and Unison at 36.7%.

Ø In the top 101 to 150 ranks, the fastest growing are Torque, Mapra, Paras, Mena-rini, Neon, Strassenburg, Paviour, Gufic, Talent, Ferring, MSN, Reliance LS, Group, Lekar, Stamed, Entod, KLM Pharma, Ben-net, Glowderma and Saffron.



New Companies (launched within last 36 Months)

Ø 26 new companies were launched in last 36 Months and one company has crossed 10 crore revenue.

Indian Vs. MNC

Ø MNC grew at 4.4% and Indian companies grew at 9%.

Ø In the top 60 MNCs, Allergan was the fast-est growing at 22.1% followed by Eli Lilly at 12.7% and Novartis at 11.5%.

NLEM, Non NLEM & Non-Scheduled Para 19 Market

Ø NLEM 2013 containing molecules market showed growth at 4.2% whereas the non NLEM market grew at 9% resulting in an overall growth of 8.1%.

Ø In Non-NLEM category Indian cos grew at 9.9 % and MNCs grew at 5.3%.

Therapy Areas

Ø 18 therapy areas showed positive growth.

Ø Respiratory market posted a double digit growth of 13.8%.

Ø Gastro Intestinal and Pain and Analgesic market grew at 9%

Ø Anti-diabetic market slowed down at 6% and Cardiac at 4.4 %, Neuro/ CNS showed a growth of 7.6 % in the chronic care cat-egories

Ø Anti-Malarials degrew at -4.5% & VMS Mar-ket is growing at 6.8%

Regional Dynamics

Ø 29 regions posted positive growth. Jharkhand grew the highest at 21.3 % fol-lowed by UP East at 17.6 % and North Kar-nataka at 16.1%

Molecules

Ø Amoxycillin + Clavulanic Acid market showed recovery at 12.02% growth.

Ø Glimepiride + Metformin Market is stag-nant at 0.17%.

Ø Glimepiride + Metformin was pegged at 171.7 Crore & Amoxycillin + Clavulanic Acid Market pegged at 175.6 crore.

Ø Azilsartan plain is now valued at 51.44 crore on MAT basis. Sofosbuvir and its



combination market has reached INR 566 crore on MAT basis.

Ø Luliconazole market is worth 219.2 crore on MAT basis. While Tenegliptin and its combinations are pegged at 569.3 crore.

Ø The market of Paracetamol plain is grow-ing at 8.53% on monthly basis, plain Ator-vastatin is decling at -7.63%. Probiotic Mi-crobes is showing a double digit growth of 20.07% , Pantoprazole plain has posted a double digit growth of 11.83%, Montelu-kast + Levocetrizine is growing close to 13.08% , Voglibose + Metformin + Glime-piride has posted a double digit growth of 14.65%, Plain Azithromycin is showing monthly growth of 11.67%

Brands

Ø Mixtard leads the pack with 41 Crore fol-lowed by Glycomet GP at 35. Crore, Spas-moproxyvon Plus at 38 Crore, Lantus at 31 Crore & Galvus Met at 42 Crore and Liv 52 21 crore and Janumet at 30 Crore.

Ø Few Brands who have gained ranks on MAT basis include Novomix (+4), Cilacar (+28), Udiliv (+15), Ultracet (+9), Duolin, (+28), Gluconorm G (+10), Telma H (+7), Allegra (+18), Synflorix (+14), Gemer (+13), Ecosprin AV (+18), Duphaston (+15),Pan D (+10), Istamet (+6)

Recent New Launch Molecule Performance

Ø Azilsartan is now valued at 51.44Crore there are 43 brands already launched . On MAT basis with Zilarbi (Emcure*) leading followed by Aztric (Intas) and Abel (Lupin)

Ø Luliconazole segment is worth 219.2 Crore on MAT basis and there are already 36 brands in the fray.

Ø Benidipine and its combinations are now valued at 14.3 Crore on MAT basis with Inzit (Eris) leading, followed by Benitowa (Akumentis) and Benipack (Koye).

Ø Acotiamide molecule is now valued at 41.7 Crore on MAT basis with Acogut (Lu-pin) leading followed by Actapro (Sun*) & Acotrust (DRL)

Ø Dulaglutide launched as Trulicity by Eli Lil-ly is now valued at 18 Crore.


AIOCD AWACS - TOP 50 COMPANIES IN THE INDIAN PHARMA MARKET

New Launches in IPM

Ø In the Anti-diabetic segment, 4 brands were launched.

Ø In the VMS segment, 4 were brands launched.

Ø In Cardiac segment, 4 brands were launched.

