The Evolution of Sales Models in the Indian Pharma ... - IMS Health
The Evolution of Sales Models in the Indian Pharma ... - IMS Health
The Evolution of Sales Models in the Indian Pharma ... - IMS Health
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emerg<strong>in</strong>g trends <strong>in</strong> <strong>the</strong> heAlthCAre system<br />
OPPI-<strong>IMS</strong>CG has identified six key trends <strong>in</strong> healthcare which are likely to <strong>in</strong>fluence <strong>the</strong> way pharma companies<br />
adopt <strong>the</strong>ir sales models <strong>in</strong> <strong>the</strong> next decade. <strong>The</strong>se trends will see emergence <strong>of</strong> new stakeholders and promotional<br />
channels, that no company may afford to ignore, impact<strong>in</strong>g future commercial models. <strong>The</strong>se key trends are:<br />
1. pAtients <strong>in</strong>CreAs<strong>in</strong>gly BeCom<strong>in</strong>g strong stAKeholders:<br />
Increas<strong>in</strong>g education, awareness, and <strong>in</strong>come have prompted patients to actively seek a healthy life-style. Patients<br />
have emerged as stronger stakeholders <strong>in</strong> <strong>the</strong> overall treatment cha<strong>in</strong>, command<strong>in</strong>g what <strong>the</strong>y want, at<br />
<strong>the</strong> price <strong>the</strong>y want, where <strong>the</strong>y want and by whom. Demand for preventive treatment, ra<strong>the</strong>r than curative,<br />
is <strong>in</strong>creas<strong>in</strong>gly becom<strong>in</strong>g prom<strong>in</strong>ent amongst patients. Vacc<strong>in</strong>ation is a case <strong>in</strong> study, where companies like<br />
GSK and MSD have targeted primarily <strong>the</strong> end-user to ramp up patient acquisition. Increas<strong>in</strong>g use <strong>of</strong> health<br />
check-up packages, awareness creation through media promotion, and government <strong>in</strong>itiatives <strong>in</strong> rural healthcare<br />
will only lead to fur<strong>the</strong>r streng<strong>the</strong>n<strong>in</strong>g <strong>of</strong> patients as key stakeholders <strong>in</strong> <strong>the</strong> healthcare system.<br />
• Engages patients by provid<strong>in</strong>g services at<br />
<strong>the</strong>ir home for products like Arava and<br />
Actonel • engages patients by provid<strong>in</strong>g services<br />
at <strong>the</strong>ir home for products like Arava<br />
• Typical services <strong>in</strong>clude<br />
and Actonel<br />
• Counsel<strong>in</strong>g<br />
• Delivery <strong>of</strong> starter kits<br />
• Medical typical services Insurance <strong>in</strong>clude<br />
• Exercis<strong>in</strong>g • Counsel<strong>in</strong>g equipments<br />
• Physio<strong>the</strong>rapy • delivery starter sessions kits<br />
• Diagnostic Tests<br />
• medical <strong>in</strong>surance<br />
• Personalized visit<br />
• Emergency • exercis<strong>in</strong>g help equipments<br />
• physio<strong>the</strong>rapy sessions<br />
• Doctors • diagnostic are reported tests about <strong>the</strong> status <strong>of</strong> <strong>the</strong><br />
patients • personalized visit<br />
• Patient • emergency doesn’t has help to pay anyth<strong>in</strong>g extra<br />
• doctors are reported about <strong>the</strong> status <strong>of</strong><br />
<strong>the</strong> patients<br />
• patient doesn't has to pay anyth<strong>in</strong>g extra<br />
MNCs have been actively engag<strong>in</strong>g customers by provid<strong>in</strong>g disease management services to retail patients<br />
tak<strong>in</strong>g <strong>the</strong>ir products. Counsel<strong>in</strong>g, physio<strong>the</strong>rapy sessions, and diagnostic tests are all services be<strong>in</strong>g provided<br />
to patients. Patient reach programs will require different set ups and servic<strong>in</strong>g teams with specific skill sets.<br />
A lead<strong>in</strong>g MNC vacc<strong>in</strong>e player reaches out to <strong>the</strong>ir patients through an SMS rem<strong>in</strong>der service. An <strong>in</strong>dustry<br />
executive mentioned use <strong>of</strong> call centers for chronic disease management as a possibility. Thus, implementation<br />
<strong>of</strong> patient engagement programs will require adoption <strong>of</strong> different sales and service models, and hence<br />
newer capabilities by market players<br />
2. emergenCe <strong>of</strong> neW heAlthCAre delivery ChAnnels<br />
• Program is called as SPARSH<br />
• • •program Typical services is called <strong>in</strong>clude as spArsh<br />
• Counsel<strong>in</strong>g<br />
• Diagnostic tests<br />
• typical • Query services handl<strong>in</strong>g <strong>in</strong>clude via call center<br />
• Counsel<strong>in</strong>g<br />
• diagnostic tests<br />
• Patient doesn’t has to pay anyth<strong>in</strong>g extra<br />
• Query handl<strong>in</strong>g via call center<br />
• patient doesn't has to pay anyth<strong>in</strong>g extra<br />
<strong>The</strong> hospital segment is strongly emerg<strong>in</strong>g <strong>in</strong> <strong>the</strong> <strong>Indian</strong> healthcare sector. Private and corporate hospitals<br />
have grown at a 15-20% on YOY basis, and <strong>the</strong> trend is expected to cont<strong>in</strong>ue for <strong>the</strong> next 5 years as well.<br />
Penetration <strong>in</strong> Tier II cities and medical tourism will fur<strong>the</strong>r boost growth <strong>of</strong> corporate hospitals. <strong>The</strong> upcom<strong>in</strong>g<br />
<strong>in</strong>crease <strong>in</strong> number <strong>of</strong> corporate hospitals will result <strong>in</strong> a structure where players will not only require<br />
a hospital sales force, but also <strong>the</strong> key account managers to handle relationships with wider set <strong>of</strong> stakeholders<br />
like purchase managers, adm<strong>in</strong>istrative staff, and nurs<strong>in</strong>g staff. Most <strong>of</strong> <strong>the</strong> companies surveyed by <strong>IMS</strong> ei<strong>the</strong>r<br />
already have a hospital division, or are plann<strong>in</strong>g to have one <strong>in</strong> next 2-3 years.<br />
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