Tuesday, March 04, 2008

How pharmaceutical companies in India can reach out directly to patients

The reason pharmaceutical companies need to pamper doctors is that it is doctors who are responsible for prescribing their products. Even though it is patients who buy and consume the prescription medicines, pharmaceutical companies are not allowed to market DTC ( direct to consumer) because of Indian laws.

I think one way of creating brand awareness of the company amongst the minds of patients is by providing patients with a free PHR ( Personal Health Record), customised to their needs. Thus, if Nicholas Piramal ( which sells insulin) was to offer a free PHR for managing diabetes for all customers who bought their insulin, the customer would use the PHR to manage their diabetes better - and would see the company brand every day. This is a win-win situation, because it would help the patient to manage their illness better - and would also help the company to create brand recognition !

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