The Indian Pharma Industry is embracing new marketing strategies and innovations with a focus on Digital Marketing, Personalized Medicine, Patient-Centric Marketing, Collaborations & Partnerships and Online Pharmacy Platforms. These innovations are helping to drive growth and create new opportunities for the industry in India. Here are some of the current marketing innovations in the Indian pharma industry:
Digital Marketing:
The Indian pharmaceutical industry is increasingly adopting digital marketing strategies including social media marketing, email marketing and search engine optimization. This has allowed companies to reach wider audiences and engage with customers in new ways. They are using a variety of digital channels and tactics to educate, inform and promote their products and services.
Here are some examples of current digital marketing strategies used by pharma companies:
Social media:
Many pharma companies are leveraging social media platforms such as Facebook, Twitter, Instagram, and LinkedIn to engage with their audiences. They use social media to share educational content, promote products and engage in conversations with patients and healthcare professionals.
g. Pfizer’s COVID-19 Vaccine Campaign
Pfizer used social media platforms like Twitter, Instagram, and LinkedIn to provide real-time updates on the COVID-19 vaccine development. They shared educational content about vaccine efficacy, clinical trials, and distribution. Pfizer’s transparency and engagement with healthcare professionals and the general public helped build trust and support for their product.
E.g. Sun Pharma’s Awareness Campaigns
Sun Pharma, one of India’s largest pharmaceutical companies, uses social media platforms like Facebook, Twitter, and LinkedIn to promote awareness about various diseases such as diabetes, cancer, and mental health. For example, during Mental Health Awareness Month, Sun Pharma ran campaigns on Twitter and Instagram to educate audiences on mental health issues and the importance of seeking help, effectively engaging healthcare professionals and patients.
Search Engine Optimization (SEO):
Pharma companies are optimizing their websites for search engines to increase their visibility and drive traffic to their websites. They use relevant keywords, optimize their content and build high-quality backlinks to improve their search engine rankings.
g. Johnson & Johnson’s Health Resources
Johnson & Johnson have optimized their website content with SEO strategies, targeting keywords related to health conditions and treatments. Their health education blog, which includes articles on diabetes, cancer, and mental health, ranks highly in search engines. They also build backlinks from medical journals and health authority websites, increasing their organic traffic.
E.g. Cipla’s Digital Health Platforms
Cipla has invested in optimizing its website and digital health platforms for search engines. Their focus is on creating disease-specific content for conditions like asthma, COPD, and cancer, which rank highly in search results. Cipla’s “Breathefree” initiative has a dedicated website with valuable resources on respiratory health. Their SEO strategies help drive organic traffic from patients and healthcare professionals looking for reliable health information.
Content Marketing:
Pharma companies are creating and distributing relevant and valuable content to attract and engage their audiences. They use various types of content such as blogs, infographics, real world customer engagement/experience/feedback/review videos/posts, videos and e-books to educate and inform their audiences about health conditions, treatments and products.
g. Roche’s Personalized Healthcare Platform
Roche has invested heavily in content marketing, creating educational materials and personalized healthcare platforms. Their blog and video content explain complex topics such as genomics and targeted cancer treatments, helping healthcare professionals and patients understand the benefits of personalized medicine. These assets are shared across multiple digital platforms, building Roche’s authority in personalized healthcare.
E.g. Dr. Reddy’s Laboratories’ Health Resources
Dr. Reddy’s uses content marketing to engage patients and healthcare providers through its “Svaas Wellness” platform, which offers a variety of health-related resources, blogs, and videos on treatment options and wellness tips. Dr. Reddy’s also distributes e-books, whitepapers, and infographics on chronic diseases, positioning themselves as a knowledge hub in the healthcare sector.
Influencer Marketing:
Pharma companies are collaborating with healthcare professionals and patient influencers to promote their products and services. They leverage the influencers’ credibility and reach to increase their brand awareness and drive sales.
g.GSK’s Collaboration with Patient Influencers
GlaxoSmithKline (GSK) worked with patient influencers for the launch of their asthma inhaler, “Trelegy.” They collaborated with individuals who have a large following in the respiratory health space to raise awareness and share personal experiences. These influencers played a key role in educating their communities on the product’s benefits.
E.g. Glenmark’s Collaboration with Medical Professionals
Glenmark Pharmaceuticals partnered with doctors and healthcare influencers to promote their FabiFlu tablet during the COVID-19 pandemic. By engaging medical professionals with significant social media followings, Glenmark was able to disseminate important information about the treatment’s efficacy and safety to both patients and the healthcare community, increasing the credibility of their product.
Email Marketing:
Pharma companies are using email marketing to communicate with their audiences and promote their products. They use email newsletters, product updates and promotional offers to keep their audiences engaged and informed.
g. Novartis’ Multiple Sclerosis Campaign
Novartis uses email marketing to engage with patients suffering from Multiple Sclerosis (MS). Through regular newsletters, they share updates on treatment options, research findings, and patient stories. This keeps patients informed and engaged, while also promoting Novartis’ MS treatments in a non-intrusive manner.
E.g. Lupin’s Educational Campaigns
Lupin Limited leverages email marketing to send newsletters to healthcare professionals, providing updates on new product launches, research findings, and treatment advancements. They have a strong presence in the therapeutic areas of cardiology and diabetology, and regularly share educational content through email to help doctors stay informed about the latest developments in these fields.
Mobile Marketing:
Pharma companies are using mobile apps and SMS/WhatsApp marketing to reach their audiences on their mobile devices. They offer health tracking tools, treatment reminders and educational content through mobile apps to help patients manage their health conditions. They also use SMS marketing to send reminders and alerts to patients and healthcare professionals.
g. Sanofi’s MyDoseCoach App
Sanofi developed the MyDoseCoach app, which helps patients with diabetes manage their insulin dosing. The app provides reminders, tracks glucose levels, and offers personalized suggestions to optimize insulin intake. Sanofi also uses SMS marketing to send medication reminders and educational tips to patients using their diabetes products.
E.g. Alkem Labs’ Healthcare Apps
Alkem Laboratories has created mobile apps like the “Docopinion app”, which allows patients to consult doctors remotely and access health-related information. The app offers tools for medication tracking, reminders, and virtual consultations, making it easier for patients to manage their conditions. Alkem also uses SMS marketing to share educational content and reminders with healthcare professionals and patients.
Additional Examples:
Novo Nordisk’s Influencer Marketing: Novo Nordisk has collaborated with healthcare professionals and patient influencers in diabetes care. For instance, they worked with influencers to raise awareness about diabetes management and promote their product, Ozempic. By partnering with trusted influencers, they were able to reach a broader audience and engage potential customers authentically.
Bayer’s Email Marketing: Bayer runs targeted email marketing campaigns to engage healthcare professionals and patients alike. For example, through personalized newsletters and product updates, Bayer keeps its audience informed about innovations in cardiovascular care, particularly promoting their blood thinner Xarelto. This keeps their audience engaged and updated with the latest health information.
Personalized Medicine:
The concept of personalized medicine which involves tailoring treatments to individual patient based on their genetic makeup is gaining traction in the Indian pharmaceutical industry. Companies are investing in research and development of personalized treatments and marketing them to patients and healthcare providers.
Personalized medicine is an approach that uses genetic, environmental and lifestyle information to tailor medical treatments to the individual patient. As genomic analysis becomes more widespread and affordable, it is likely that we will see more and more personalized medicine approaches in healthcare.
Here are some examples of how pharma companies are using this approach:
- MedGenome: It is a genomics research and diagnostics company that partners with pharmaceutical companies to provide personalized medicine solutions. They use next-generation sequencing (NGS) and big data analytics to develop targeted therapies for cancer and other genetic diseases.
- OncoStem: It is a Bangalore-based company that uses genomics to develop personalized treatment plans for breast cancer patients. Their test, called CanAssist-Breast analyses the expression of 12 genes to predict the risk of recurrence and help clinicians make more informed treatment decisions.
- Xcode Life Sciences: It is a Chennai-based company that provides genetic testing and analysis services to consumers and healthcare providers. They offer personalized reports on genetic traits, disease risk and drug response which can help patients and doctors make more informed treatment decisions.
- SciGenom Labs: It is a genomics research company that offers genomic sequencing services to pharmaceutical companies for drug discovery and development. They use a range of sequencing technologies and bioinformatics tools to analyse genomic data and identify drug target
- Roche: Roche’s Oncology Personalized Healthcare (PHC) strategy focuses on developing treatments tailored to individual patients’ specific molecular profiles. They have developed a range of diagnostic tests to identify biomarkers that can predict patient responses to different cancer treatments.
- Novartis: Novartis has a portfolio of personalized medicine products that includes treatments for cancer, multiple sclerosis and spinal muscular atrophy. They also have a program called “Novartis Access,” which aims to provide low-cost medicines to people in developing countries.
- Pfizer: Pfizer’s “Precision Medicine Initiative” aims to develop drugs that target specific genetic mutations in cancer patients. They have developed a diagnostic test called “Oncomine Dx Target Test” that can identify a range of genetic mutations that are associated with different types of cancer.
- AstraZeneca: AstraZeneca is using genomic analysis to identify patient subgroups that may respond better to certain cancer treatments. They are also developing companion diagnostics that can identify these subgroups.
- Bristol Myers Squibb: Bristol Myers Squibb’s “Precision Promise” program aims to develop personalized treatments for patients with pancreatic cancer. They are using a range of diagnostic tests to identify biomarkers that can predict patient responses to different treatments.
Patient-Centric Marketing:
There is a growing emphasis on patient-centric marketing in the Indian pharmaceutical industry. Companies focusing on building relationships with patients and engaging them in their healthcare journey. Patient-centric marketing is an approach that focuses on the needs and preferences of patients rather than just promoting products. This includes providing information and support to patients through social media channels and other digital platforms. Patient-centric marketing helps to build trust and loyalty among patients by providing them with valuable resources, support and information to manage their conditions. Here are some examples of patient-centric marketing by pharma companies:
- Novartis’ “Living Like You” campaign: Novartis launched a patient-centric campaign called “Living Like You” to support people living with multiple sclerosis (MS). The campaign features a website, social media platforms and a YouTube channel where patients share their experiences and provide advice and support for others with MS.
- Pfizer’s “This Is Living With Cancer” campaign: Pfizer’s “This Is Living with Cancer” campaign aims to provide information and resources for people living with cancer and their caregivers. The campaign features stories from cancer survivors and caregivers as well as a range of educational resources including webinars and a downloadable guidebook.
- AbbVie’s “My IBD Care” app: AbbVie developed the “My IBD Care” app to help people living with inflammatory bowel disease (IBD) manage their condition. The app allows patients to track their symptoms, medications & diet and provides personalized tips and resources for managing their condition.
- Janssen’s “Psoriasis 360” program: Janssen launched the “Psoriasis 360” program to help patients with psoriasis manage their condition. The program includes a mobile app that allows patients to track their symptoms and treatment progress as well as access educational resources and connect with other patients.
- Roche’s “Know Your Cancer” campaign: Roche launched the “Know Your Cancer” campaign to help people with cancer understand their condition and treatment options. The campaign includes a website and social media platforms that provide information on different types of cancer and treatment options as well as stories from cancer survivors.
- Novo Nordisk India launched the “Changing Diabetes” campaign to raise awareness about diabetes and its management. The campaign involved patient-centric initiatives like community programs, support groups and patient education.
- Glenmark Pharmaceuticals launched the “Fabiflu Connect” program during the COVID-19 pandemic to support patients and healthcare professionals with information and resources related to Fabiflu.
- Lupin Pharmaceuticals launched the “Lupin Diabetes Care” program to provide diabetes patients with access to affordable medication, free diabetes testing and personalized counselling from diabetes educators.
- Reddy’s Laboratories launched the “Purple Health” platform to provide patients with personalized healthcare services like virtual consultations, medication reminders and access to healthcare specialists.
- Biocon launched the “Win Over Diabetes” program to create awareness about diabetes prevention and management. The program involved patient education, diabetes screening camps and access to affordable medication
Collaborations and Partnerships:
Indian pharma companies are increasingly partnering with other organizations including startups and academic institutions to drive innovation and create new marketing opportunities. This has led to the development of new products and services as well as new marketing channels and collaborations. Some examples include:
- Reddy’s Laboratories and Gland Pharma: In 2020, Dr. Reddy’s Laboratories partnered with Gland Pharma to market and distribute a portfolio of eight injectable products in the US market.
- Sun Pharma and AstraZeneca: In 2021, Sun Pharma announced a collaboration with AstraZeneca to distribute AstraZeneca’s cancer treatment drugs in China.
- Lupin and Boehringer Ingelheim: In 2020, Lupin announced a partnership with Boehringer Ingelheim to co-market two new diabetes drugs in India.
- Cadila Healthcare and Bayer: In 2021, Cadila Healthcare partnered with Bayer to launch a new drug to treat advanced prostate cancer in India.
- Cipla and Roche: In 2020, Cipla announced a partnership with Roche to market and distribute a range of Roche’s cancer treatments in India.
- Sun Pharma and AIA Life Designers: Sun Pharma collaborated with AIA Life Designers, a digital health startup to launch a program called “Project Naveli”. The program aims to improve patient outcomes in the field of dermatology by providing personalized treatment plans and digital tools to help patients manage their skin conditions.
- Cipla and Wellthy Therapeutics: Cipla partnered with Wellthy Therapeutics, a digital health company to launch a digital therapeutics platform aimed at improving the management of chronic diseases such as diabetes and cardiovascular disease. The platform uses personalized coaching and behaviour change techniques to help patients manage their conditions.
- Reddy’s and Cytecare Hospitals: Dr. Reddy’s collaborated with Cytecare Hospitals to develop a precision oncology program aimed at providing personalized treatment to cancer patients. The program uses genomic testing to identify the genetic mutations driving a patient’s cancer and develops a personalized treatment plan based on the results.
- Lupin and Axio Biosolutions: Lupin partnered with Axio Biosolutions, a medical device startup to launch a haemostat product aimed at controlling bleeding during surgery. The product, called “Axiostat” is based on a proprietary technology developed by Axio and has been shown to be effective in controlling bleeding in a variety of surgical procedures.
These collaborations and partnerships not only help pharma companies expand their market reach but also drive innovation and bring new treatments to patients. By partnering with other companies, pharma companies can leverage each other’s strengths and create new marketing opportunities.
Online Pharmacy Platforms:
The rise of online pharmacy platforms in India has created new marketing opportunities for pharmaceutical companies. Many Indian pharmaceutical companies have tied up with online pharmacy platforms such as Netmeds, 1mg, PharmEasy, and Medlife to expand their reach These platforms allow companies to reach a wider audience and offer new products and services directly to patients, a convenient and efficient way for customers to purchase medicines and other healthcare products and pharma companies can leverage this to promote their products and increase sales.
- Direct-to-Consumer Advertising: Online pharmacy platforms allow Indian pharmaceutical companies to directly advertise their products to consumers. This can include targeted digital ads, sponsored content and email marketing campaigns
- Offering Exclusive Discounts and Deals: Online pharmacy platforms often offer exclusive discounts and deals on medicines and healthcare products. Indian pharmaceutical companies can leverage these offers to promote their products and increase sales.
- Developing own online pharmacy platforms: Some Indian pharmaceutical companies have developed their own online pharmacy platforms to sell their products directly to consumers. This allows them to have greater control over the sales process and customer data and also provides an opportunity for personalized marketing and customer engagement.
- Big names like Pfizer and Eli Lilly are shaking things up even further. They are launching their own websites to sell medicines directly to patients. Yup, no more dealing with the middlemen like C&F agents, distributors, wholesalers, and offline retailers. Patients just get meds with a doctor’s consultation and telemedicine services.
- E-Pharmacies too are going to feel the heat, and traditional channels might just get a run for their money.
Overall, online pharmacy platforms offer Indian pharmaceutical companies a new and rapidly growing channel to reach and engage with consumers and provide a range of marketing opportunities to increase sales and brand awareness.
However, in my opinion, these E-Pharmacy platforms will not survive for long based on negative balance sheets (as major USP is discounts and other high customer acquisition costs). Moreover, online platforms miss the major Acute Therapy Segment and patient counselling on dosage & choice from options. To drive future growth along with service orientation and delivery of choices/services will require hybrid approach that is “OFFLINE: ONLINE INTEGRATION”
What are your thoughts readers!
Contributed by
Hareshh Ratwani
SBU Head – Emerging Markets
