GLENMARK SIP2007-LKO
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Transcript of GLENMARK SIP2007-LKO
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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.
In todays changing scenario how Pharma Companies can make a difference with
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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. 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
It is evident from the data that
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
It is evident from the data that
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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Patient Level Services
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
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.
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Personalized Services
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
It is evident from the data that
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
It is evident from the data that
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
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
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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