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  • Fueling The Need For Holistic and

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    Akash Yadav
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    The document discusses healthcare in India, particularly in rural areas. It notes that India lags behind global averages and other BRIC nations on key healthcare metrics like public health spending, physicians per capita, and hospital beds per capita. Approximately 70% of India's population lives in rural areas where healthcare access and standards are even worse due to low incomes, lack of infrastructure, and long travel distances required to access services. However, the rural sector is growing faster than the urban sector in terms of pharmaceutical sales. The document outlines a holistic rural business model developed by Merck Biopharma to engage rural healthcare providers, build loyalty through skill-building programs, and leverage relationships to grow brand sales. It achieved growth across brands by connecting

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    The document discusses healthcare in India, particularly in rural areas. It notes that India lags behind global averages and other BRIC nations on key healthcare metrics like public health spending, physicians per capita, and hospital beds per capita. Approximately 70% of India's population lives in rural areas where healthcare access and standards are even worse due to low incomes, lack of infrastructure, and long travel distances required to access services. However, the rural sector is growing faster than the urban sector in terms of pharmaceutical sales. The document outlines a holistic rural business model developed by Merck Biopharma to engage rural healthcare providers, build loyalty through skill-building programs, and leverage relationships to grow brand sales. It achieved growth across brands by connecting

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    Download as pdf or txt
    16 views22 pages

    Fueling The Need For Holistic and

    Uploaded by

    Akash Yadav
    The document discusses healthcare in India, particularly in rural areas. It notes that India lags behind global averages and other BRIC nations on key healthcare metrics like public health spending, physicians per capita, and hospital beds per capita. Approximately 70% of India's population lives in rural areas where healthcare access and standards are even worse due to low incomes, lack of infrastructure, and long travel distances required to access services. However, the rural sector is growing faster than the urban sector in terms of pharmaceutical sales. The document outlines a holistic rural business model developed by Merck Biopharma to engage rural healthcare providers, build loyalty through skill-building programs, and leverage relationships to grow brand sales. It achieved growth across brands by connecting

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 22

    Rural and Business

    Fueling the Need for Holistic and


    Inclusive Growth
    Piyush Kant
    Merck Biopharma
    Indian Economy is
    Booming!

    2 Title of Presentation | DD.MM.YYYY


    But healthcare scenario in India is not!

    World Average India Other BRICs


    Public Health Spend1
    6% 1.4% 3.1-3.8%
    (% of GDP)
    Physicians1
    1.5 0.7 1.9-4.3
    (per 1000 people)
    Out of Pocket
    Expenditure1 45.8% 89% ~71%

    Hospital Beds2
    2.9 0.7 2.3-9.7
    (per 1000 people)

     India lags behind World Average and other BRIC nations in critical
    healthcare parameters
    3

    Sources:
    1. http://data.worldbank.org/
    2. https://www.cia.gov
    Think Of Rural
     ~70% Population
     Low Income group ~65%
     Roads
     Electricity
     Water
     Schools
     Health care services

    4 Title of Presentation | DD.MM.YYYY


    Rural Healthcare is far worse!
    Challenge of accessibility!

    50% patients travel up to


    100kms for health care services

    Only 13% rural population has


    access to PHCs

    Only 9.6% rural population has


    access to Hospitals

    5 Sources:
    1. http://www.ncbi.nlm.nih.gov/pmc/articles/PMC4248476/
    2. https://www.pwc.in/assets/pdfs/publications-2012/healthcare_financing_report_print.pdf
    Despite these challenges, in IPM, rural sector is growing faster than Urban sector

    Rural
    Urban
    CAGR MAT 2012-16

    17%

    16%

    6 Title of Presentation | DD.MM.YYYY Source: IMS SSA MAT Mar2016


    Driven by key role played by Healthcare Providers of Rural India

    Accessibility

    RMPs AYUSH

    Availability Affordability

    7 Title of Presentation | DD.MM.YYYY


    However, the treatment standards of AYUSH/RMPs practitioner need evolution

    Very Low to
    NO Access to
    Continuing
    Medical
    Education
    8 Title of Presentation | DD.MM.YYYY
    With these insights we developed a holistic business
    model to tap Rural Growth opportunity
    Community Care- Legacy Brands
    Division with clear focus on Rural Geography
    Our objectives were clearly defined…

    Customer engagement Build customer


    through skill building loyalty and long
    program term relationship

    Leverage customer
    loyalty and
    relationship to grow
    legacy brands

    11 Title of Presentation | DD.MM.YYYY


    We screened & identified various markets for potential and identified
    Increasing reach to 4000 rural HCPs and serving 3 million people

    Rural Market’s
    screened
    (2 months)

     Population size 50 Routes per


     No. of HCPs Van
     Road connectivity (route = cluster of villages)

    12 Title of Presentation | DD.MM.YYYY


    Insight based resources were deployed
    Human resources

    Planning &
    Market marketing
    Screening strategy

    Regional
    Marketing
    Manager

    Monitoring & Optimizing


    tracking operations
    outcomes
    13 Title of Presentation | DD.MM.YYYY
    Insight based resources were deployed
    Capital resources – using technology

    14 Title of Presentation | DD.MM.YYYY


    Knowledge upgradation of HCPs
    Medical videos updating the HCPs about day-to-day medical procedures

    Diabetes Video Incision & Drainage of Abscess

    15 BasicTitleSplinting
    of Presentation |Techniques
    DD.MM.YYYY Basic Suturing Techniqes
    A typical day in Swasthya
    Yatra!

    16 Title of Presentation | DD.MM.YYYY


    Staying connected through mobile solutions!
    Medical updates shared with HCPs

    17 Title of Presentation | DD.MM.YYYY


    The holistic customer connect model helped drive growth across brands, irrespective of price point!

    9.52%
    CAGR 2012-15

    2.7%
    CAGR 2007-11

    18
    Our key learnings!

    Rural sector is the next big growth


    driver!

    Skill development platforms help build


    loyalty and relationships!

    Rural sector is more emotion driven


    than cost driven

    19 Title of Presentation | DD.MM.YYYY


    Going forward!

    More pharma companies to reach Rural


    sector!

    Helping Rural HCPs through Webinars,


    CME, Online specialist Support!

    Disease awareness programs, do’s and


    don’ts thru Mobile/internet for
    consumers

    20 Title of Presentation | DD.MM.YYYY


    Entry of more pharma cos in Rural sector!

    Grow
    pharma
    business

    Its high
    Time to
    seed rural
    sector

    21
    22 Title of Presentation | DD.MM.YYYY

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