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In todays changing scenario how Pharma

companies can make a difference with

value added services to Dermatologists in

their clinical practices.

Presented by:

Tushar Matani

1267

Project guide:

Mr. Dileep Sonawane

Glenmark Pharmaceuticals

Faculty guide:

Prof. Somil Mishra

GHS-IMR


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VISION

To emerge as a leading integrated research based

global pharmaceutical company.


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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.

VALUES


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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)


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Mr Gracias Saldanha( Chairman and

Founder)

Mr Glenn Saldanha(CEO and MD)

Mr A.S.Mohanty(Director Formulations)


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Glenmark India Business

Market Share 1.45% (2008-9)

Top Brands

Ascoril - rank 102

Candid Brank 132 Telmarank 194

Telma Hrank 258

All India business ranking 25


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Divisions Of Glenmark

Specialty


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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.

R&D Centers Of Glenmark


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Project Title

To determine how pharma companies can make a

difference with value added services to Dermatologists

in their clinical practices.


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Research Methodology

Objective: To determine how pharma companies can make a differencewith value added services to Dermatologists in their clinical practices.

Secondary ResearchInternet

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


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Findings of Secondary Research &

Product Manager Interview

Companies can make differences with respect to 4Ps

Product

Price

Place

Promotion

Services offered to Dermatologists can broadly be classified as 1 Product Level Services

2 Disease/Therapy Services

3 Patient Level Services

4 Personalized Services


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Value Added Services

Product information

FTA

LBL

Samples

Visual aid folder

Table top brand reminders

Expert testimonials

In clinic discussion by FSO

Posters

Post marketing clinical trials

Therapy/Disease Services

Conferences

Books

Journals

Seminars

Presentations

Workshops

Certificate programs

CME / RTM

Demo kits

Courses

Training


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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

Value Added Services

i i C i iff i


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Importance Veryhigh High Imp Low VeryLow Value Additions/New IdeasPRODUCT INFORMATION

Visual Aid FolderLBL'sFull Text ArticlesSamplesBrand RemindersTHERAPY/DISEASE SERVICES

Journals/BooksCME's/RTM'sConferences

WorkshopsCertificate ProgramsPATIENT LEVEL SERVICESEducation/AwarenessPatient CampsPatient Counselling ToolsPERSONALIZED SERVICES

Need-Based scientific info.Conference RegistrationMedical EquipmentAnniversary Celebrations

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 whatvalue additions can be done?

Q. What new services can Pharmaceutical companies provide to Dermatologists to assist in clinical practices?

Name:

Specialization:Age:

Sex:


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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.


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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.


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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.


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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.



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Importance Veryhigh High Imp Low VeryLow Value Additions/New IdeasPRODUCT INFORMATION

Visual Aid FolderLBL'sFull Text ArticlesSamplesBrand RemindersTHERAPY/DISEASE SERVICES

Journals/BooksCME's/RTM'sConferences

WorkshopsCertificate ProgramsPATIENT LEVEL SERVICESEducation/AwarenessPatient CampsPatient Counselling ToolsPERSONALIZED SERVICES

Need-Based scientific info.Conference RegistrationMedical EquipmentAnniversary Celebrations


value added services to Dermatologists in their clinical practices.

Q. What importance do you give to the following services provided by pharma companies and whatvalue additions can be done?

Q. Any other suggestions related to services for Dermatologists to assist in clinical practices?

Name:

Specialization:Age:

Sex:


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Analysis Methodology

Tools Used In Clinic Observation

Personal Interview

Analysis On Broad Categories Of Services

Ranking Frequency Distribution


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DATA ANALYSIS


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Product Information Services

N Mean

Std.

DeviationVISUAL AID

FOLDER31 2.32 .945

LEAVE BEHIND

LITERATURE31 2.35 1.018

FULL TEXT

ARTICLES31 1.81 .873

SAMPLES 32 3.03 1.080

BRAND

REMINDERS31 3.23 .990

Mean value of FULL TEXT ARTICLES islowest which means FTAs are mostly

preferred product information service.

FTA

43%

LBL

21%

VAF

24%

BR6%

SAMPLES

6%

FTA 43%

VAF 24%

LBL 21%

BR 6%

SAM 6%


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Visual Aid Folder

Frequency Percent

Very High 8 25.0High 7 21.9

Imp 14 43.8

Low 2 6.3

Total 31 96.9

Missing 1 3.1

32 100.0

25%

22%

44%

6%

3%

Very High

HighImp

Low

Missing

It is evident from the datathat VAF is considered

important over others.


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LBLs

Frequency Percent

Very High 7 21.9

High 11 34.4

Imp 8 25.0

Low 5 15.6

Total 31 96.9

Missing 1 3.1

32 100.0

22%

34%

25%

16%

3%

Very High

High

ImpLow

Missing

It is evident from the data thatLBL is given high importance

by the doctors.


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Full Text Articles

Frequency Percent

Very High 14 43.8

High 10 31.3

Imp 6 18.8

Low 1 3.1

Total 31 96.9

Missing 1 3.1

Total 32 100.0

44%

31%

19%

3% 3%

Very High

High

ImpLow

Missing

It is evident from the data thatFTA is considered highly

important by the doctors.


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Samples

Frequency Percent

Very High 2 6.3

High 8 25.0Imp 11 34.4

Low 7 21.9

Very Low 3 9.4

Total 31 96.9

Missing 1 3.1

Total 32 100.0

6%

25%

34%

22%

10%

3%

Very High

High

Imp

Low

Very Low

Missing

It is evident from the data thatSamples are considered

important but less important as

compared VAF


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Brand Reminders

Frequency Percent

Very High 2 6.3

High 4 12.5Imp 12 37.5

Low 11 34.4

Very Low 2 6.3

Total 31 96.9

Missing 1 3.1

Total 32 100.0

6%

13%

38%

34%

6%

3%

Very High

High

Imp

Low

Very Low

Missing

It is evident from the data that

Brand Reminders are given lessimportance over other Product

Information Services.


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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.


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Therapy/Disease Services

N Mean

Std.

DeviationJOURNALS/BO

OKS32 1.42 .886

CME/RTM 31 1.61 .844

CONFERENCE

S31 1.81 .833

WORKSHOPS 31 1.81 .873

CERTIFICATE

PROGRAMS31 2.26 1.210

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.

JLBK

30%

CME

RTM

22%

CONF

16%

WRKSHP

17%

CERT15%

JLBK30%

CMERTM22%WRKSHP17%

CONF16%

CERT15%


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Journals/Books

Frequency Percent

Very High 23 71.9

High 5 15.6

Imp 2 6.3

Very Low 1 3.1

Total 31 96.9

Missing 1 3.1

Total 32 100.0

72%

16%

6%

3% 3%

Very High

High

ImpVery Low

Missing

It is evident from the data thatJOURNAL/BOOKS are

considered highly important by

the doctors.


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CMEs/RTMs

Frequency Percent

Very High 18 56.3

High 8 25.0

Imp 4 12.5

Low 1 3.1

Total 31 96.9

Missing 1 3.1

Total 32 100.0

56%25%

13%

3% 3%

Very High

High

ImpLow

Missing


CME/RTM are considered

highly important by the doctors

but less as compared to

JOURNALS/BOOKS.


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Conferences

Frequency Percent

Very High 13 40.6

High 12 37.5

Imp 5 15.6

Low 1 3.1

Total 31 96.9

Missing 1 3.1

Total 32 100.0

41%

37%

16%

3% 3%

Very High

High

ImpLow

Missing

It is evident from the data thatCONFERENCES are

considered very important by

the doctors but less as

compared to CME/RTM &

JOURNALS/BOOKS.


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Workshops

Frequency Percent

Very High 14 43.8

High 10 31.3

Imp 6 18.8

Low 1 3.1

Total 31 96.9

Missing 1 3.1

Total 32 100.0

44%

31%

19%

3%3%

Very High

High

ImpLow

Missing

WORKSHOPS are

recommended by the doctors

but they are less important than

above 3 services


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Certificate Programs

Frequency Percent

Very High 12 37.5

High 5 15.6

Imp 9 28.1

Low 4 12.5

Very Low 1 3.1

Total 31 96.9

Missing 1 3.1

Total 32 100.0

38%

16%

28%

12%

3%3%

Very High

High

Imp

Low

Very Low

Missing


frequency is less as compared

to other Therapy/Disease

services but it is evenly

considered important.

S i


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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.


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NMea

nStd.

Deviation

EDUCATION/

AWARENESS31 2.00 1.033

PATIENT CAMPS 32 3.16 1.003

PATIENTCOUNSELLING

TOOLS

31 2.58 .886

The mean value of

EDUCATION/AWARENESS is lowestwhich means it is mostly preferred Patient

Level Services.EDU/A

WARE

67%

PC11%

PCT

22%

EDU/AWR67%PCT22%

PC11%


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Education/Awareness

Frequency Percent

Very High 12 37.5

High 10 31.3

Imp 7 21.9

Low 1 3.1

Very Low 1 3.1

Total 31 96.9

Missing 1 3.1

Total 32 100.0

38%

31%

22%

3% 3%3%

Very High

High

Imp

Low

Very Low

Missing

71% doctors considerEDUCATION/AWARENESS

of patients very important.

i C i


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Patient Counseling Tools

Frequency Percent

Very High 4 12.5

High 8 25.0Imp 17 53.1

Low 1 3.1

Very Low 1 3.1

Total 31 96.9

Missing 1 3.1

Total 32 100.0

13%

25%

53%

3% 3%3%

Very High

High

Imp

Low

Very Low

Missing

54% doctors consider

PATIENT COUNSELING

TOOLS important.

P i C


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Patients Camp

Frequency Percent

Very High 2 6.3

High 4 12.5Imp 15 46.9

Low 7 21.9

Very Low 3 9.4

Total 31 96.9

Missing 1 3.1

Total 32 100.0

6%

13%

47%

22%

9%

3%

Very High

High

Imp

Low

Very Low

Missing

48% doctors consider

PATIENTS CAMPS equally

important.


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Suggestions


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.


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N Mean

Std.

DeviationNEED BASED

SCIENTIFIC INFO32 1.61 .919

CONFERENCE

REGISTRATION31 2.94 1.209

MEDICALEQUIPMENTS

31 2.74 1.182

ANNIVERSANRY

CELEBRATIONS30 3.83 1.085

The mean value of NEED BASED

SCIENTIFIC INFO. is lowest which

means it is mostly preferredPersonalized Service. NBSI

62%

CR

17%

ME

17%

AC4%

NBSI62%

CR17%ME17%

AC4%


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Need Based Scientific Info.

Frequency Percent

Very High 18 56.3

High 9 28.1

Imp 3 9.4

Very Low 1 3.1

Total 31 96.9

Missing 1 3.1

Total 32 100.0

56%28%

10%

3%3%

Very High

High

ImpVery Low

Missing

It is evident from the data thatNBSI is considered highly

important by the doctors.

C f R i t ti


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Conference Registration

Frequency Percent

Very High 4 12.5

High 8 25.0

Imp 8 25.0

Low 8 25.0

Very Low 3 9.4

Total 31 96.9

Missing 1 3.1

Total 32 100.0

13%

25%

25%

25%

9%

3%

Very High

High

ImpLow

Very Low

Missing


CONFERENCE

REGISTRATION is considered

important by the doctors but

less as compared to NBSI.


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Medical Equipments

Frequency Percent

Very High 4 12.5

High 11 34.4

Imp 8 25.0

Low 5 15.6

Very Low 3 9.4

Total 31 96.9

Missing 1 3.1

Total 32 100.0

13%

34%

25%

16%

9%

3%

Very High

High

ImpLow

Very Low

Missing


MEDICAL EQUIPMENT is

considered equally important by

the doctors but less as

compared to NBSI.

A i C l b ti


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Anniversary Celebrations

Frequency Percent

Very High 1 3.1

High 2 6.3

Imp 8 25.0

Low 9 28.1

Very Low 10 31.3

Total 30 93.8

Missing 2 6.3

Total 32 100.0

3%

7%

25%

28%

31%

6%

Very High

High

ImpLow

Very Low

Missing

It is evident from the data thatANNIVERSARY

CELEBRATIONS service is

considered least important by

the doctors.

S ti


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Suggestions


Provide some more scientific information and can also provide

medical equipments and show its use.

Sponsor travelling expenses for conferences.

ANALYSIS ALL SERVICES


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ANALYSIS ALL SERVICES

N Mean Std. Deviation

VISUAL AID FOLDER 31 2.32 .945

LEAVE BEHIND LITERATURE 31 2.35 1.018

FULL TEXT ARTICLES 31 1.81 .873

SAMPLES 31 3.03 1.080

BRAND REMINDERS 31 3.23 .990

JOURNALS/BOOKS 31 1.42 .886

CME/RTM 31 1.61 .844

CONFERENCES 31 1.81 .833

WORKSHOPS 31 1.81 .873

CERTIFICATE PROGRAMS 31 2.26 1.210

EDUCATION/AWARENESS 31 2.00 1.033

PATIENT CAMPS

31 3.16 1.003PATIENT COUNSELLING TOOLS

31 2.58 .886

NEED BASED SCIENTIFIC INFO 31 1.61 .919

CONFERENCE REGISTRATION 31 2.94 1.209

MEDICAL EQUIPMENTS 31 2.74 1.182

ANNIVERSANRY CELEBRATIONS 30 3.83 1.085

ALL SERVICES


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15%

11%

11%

9%

9%

8%

7%

7%

5%

4%3%

3% 2%1%

1%

1%

1%

ALL SERVICES

JLBK

CMERTM

NBSI

FTA

WRKSHP

CONF

CERT

EDU/AWARE

VAF

LBL

CR

ME

PCT

BR

SAMPLES

PC

AC


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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.


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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.


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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 whichevery 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.


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THANK YOU

The most important single ingredient inthe formula of success is knowing how toget along with people.

-Theodore Roosevelt

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