BLUE DOT

What if our diabetes medicines can be proven helpful for people with diabetes? What if an allopathic
doctor can safely recommend and prescribe our brands without worrying about the side -effects?

McCann Health + Zandu + FSSAI + NIMA + UDF will work towards getting blue dot approval for Zandu
range odf diabetes medicines.
 MICRO BOOKS

Today, the world is all about 144 characters – small, sharp and relevant information is consumed.
Gyaan is discarded. While we engage consumers on our platform, we can also look at making ourselves
visible and relevant at places where consumer is searching for information. Micro books is an idea
about creating easily searchable information about any disease that people might be interested in.
This will be 24 tweets/disease and each tweet will be 144-character short, with hashtag of
disease (#diabetes)and #Zanduanswers. In the end, a consumer will get a library with almost all
the diseases in it.
ALLIED HC PRACTITIONERS
CONNECT PROGRAM
 K E Y C O N S I D E R AT I O N S

Other than Ayurvedic / allopathic doctors there are other allied healthcare practitioners (aHCP) who have huge
scope to promote / integrate Ayurveda.

The categories served by these aHCP’s are fast growing and have strong presence of Zandu/Emami products.

Opportunity to integrate the codes of Ayurveda, as well as, the range of Zandu products.
 C O R E C AT E G O R I E S

Ayurveda for Weight Ayurveda for Stress Ayurveda for Pain Ayurveda for Oral
Ayurveda for Beauty
Management Management Management Health

• Dermatologist • Nutritionists • Clinical • Physiotherapist • Dentist

Psychologist
• Cosmetologist • Dieticians • Sports Medicine
• Yog Experts Experts
• Beauty Chains • Fitness Experts
• Meditation Centers • Spas
• Gym Trainers
• Wellness Centers
 S E L E C T E D PA R T N E R S

Ayurveda for
Ayurveda for Ayurveda for Stress Ayurveda for Pain Ayurveda for Oral
Weight
Beauty Management Management Health
Management
 ENGAGEMENT PLAN

Zandu will tie up with the most reputed chain / institutions to develop a program that will help integrate Ayurveda
seamlessly into the practice of these aHCP’s.

Zandu will educate these aHCP’s about how principles of Ayurveda can be used in their day-to-day practice.

Concept of Doshanalysis will be used by these aHCP’s to find the Dosha score and then give advice around
Aahaar-Vihaar-Aushadhi accordingly to their consumers.
 P R O G R A M I M P L E M E N TAT I O N

McCann Health & Zandu will create content for different stakeholders – this will be
module based learning program that will help them understand the basics of
Ayurveda and how it can be easily integrated into their daily practice.

This content will be endorsed by NIMA & AICME (AIB). Even Dosha score can be
endorsed by these bodies and hence it will become a credible health assessment tool.

Zandu will tie up with leaders in these allied fields and will implement this program
through online/offline mediums.
 AYURVEDA
WEIGHT MANAGEMENT PLAN
AN EXAMPLE
AYURVEDA IS A 2500 YEAR OLD HERITAGE. AND IT’S A SCIENCE.
UNLOCK IT’S POWER TO MANAGE YOUR WEIGHT AND LIVE A
HEALTHY LIFE, THE AYURVEDA WAY.
 RAHUL
MAKHIJA
CONDITION -
OVERWEIGHT
R A H U L ’ S D O S H A N A LY S I S

• BODY FRAME
• BODY WEIGHT
• SKIN COMPLEXION
• SKIN TEXTURE
• SLEEP PATTERN
• BODY TEMPERATURE
• TEMPERAMENT
• UNDER STRESS
 R A H U L ’ S D O S H A N A LY S I S
RAHUL MAKHIJA –
K-SCORE – 80%
V-SCORE – 10%
PV P-SCORE – 10%
P-SCORE V-SCORE
HIS BODY TYPE – K-TYPE
PVK
KP VK DIAGNOSIS –
AGGRAVATED KAPHA
K-SCORE WEAK DIGESTION
AGITATED MIND
ACCUMULATION OF TOXINS
 R A H U L ’ S C U S TO M I Z E D R E G I M E
Aahaar
Frequency – at least 4 times in a
week
Whole grain cereals – wheat, rice,
millets – raagi pulses, sprouts.
Vegetables – cabbage, cauliflower,
carrots, cucumbers, beans, onions,
garlic, radish, bitter gourd, salads,
leafy vegetables.
Fruits – watermelon, apples, papaya,
orange, pomegranate
Plenty of fresh water, coconut water,
skimmed milk, buttermilk.
Vihaar Aushadhi
Regular exercise Triphala
Avoid sleeping during the day
Avoid eating late at night Medohar guggulu
Replace caffeinated and carbonated
beverages with herb spiced tea
Arogya vardhini
Fast a day in the week
Keep the regular timings of the mean
Eat mindfully, drink boiled water instead
of refrigerated water.
 REACHING
AYURVEDA SPECIALIST
H I M A L AYA
CHARAK
AIMIL
V I A D YA R AT N A M
S R M S I D D H A & AY U RV E D A
AY U RV E D A S E WA K H A D A N
 RESEARCH METHODOLOGY

Number of
Ayurveda Geographies
Demographics
Practitioners covered
covered

Total 20 Delhi Age – 30 to 55 years

Mumbai Males – 16
Females - 4
 K E Y V E R B AT I M C O M M E N T S
“Himalaya and Charak are the most prominent Ayurveda company since many decade and they promote the products very aggressively to
clinicians. They do take care of clinicians needs in terms of various KOL engagement programs such as conference, CME etc.”

Ayurvedic Doctor 1, Delhi

“Zandu rarely promote its products to us and they always took help of media to promote. That’s the key reason why their presence is very lo w in
within Ayurveda doctor’s fraternity. They should take learnings from Himalaya, Charak and others.”

Ayurvedic Doctor 2, Delhi

“This is a competitive market, all big companies have products available in the same category so what makes a difference to us is detailing, why
should I write a product of a company which seems least interested as compared to one which is making efforts, MR is visiting regularly and
updating us.”

Ayurvedic Doctor 3, Mumbai

“Zandu is a big name; no doubt products are also good but Doctor engagement is very low as compared to Himalaya or any other company. You
can see advertisement in Conferences and Seminars but the company should also relate to clinicians on day to day basis. Once in a while activity
or promotion does not get registered.”

Ayurvedic Doctor 4, Delhi

 K E Y V E R B AT I M C O M M E N T S ( C O N T ’ D )

“Charak Ayurveda provides wide product basket and the company is active since many decades, they are not promoting their products in OTC
mode like Himalaya or Dabur.”

General Practitioner 1, Delhi

“Himalaya offers array of products ranging from Ayurveda to Allopathic providing flexibility to Clinicians to choose the treatment as per the
patient condition. Some times for acute cases, I also personally recommend Allopathic medicine and once condition settle downs, Ayurveda
medicines are started.”

General Practitioner 2, Mumbai

35
 PROMOTION TYPE AND RANKING OF
COMPANIES
Zandu considered to be the 5 th company among the clinicians

The clinicians that were interviewed cited that they only come to know about Zandu products through media promotion
Himalaya and Charak are considered to be the best and aggressive company within Ayurveda Category

Doctors are very much interested to Rx for those companies who are regularly promoting the product (through Sales
Executive) and giving less priority to those companies who are in Media Promotion

Other media promotion includes Television, various print media and digital platforms (promotion through online)

Companies Doctor Promotion Other Media Rank

Promotion
Dabur NO Yes 6

Zandu Yes (sometime; not regular) Yes 5

Himalaya Yes Yes 1

Charak Pharma Yes (Very Aggressive) No 2

Surya Herbal Yes No 9

Dhootpapeshwar Yes; Very Less No 8

Baidyanath Yes; Very Less Yes 3

Arya Baidya Sala No Yes 7

AIMIL Pharma Yes No 4

 B E N C H M A R K I N G O F C O M PA N I E S A C R O S S
PA R A M E T E R S ( C O M PA N Y C E N T R I C )
Abbreviations Descriptions
Attitude of the company towards clinicians and reputation among the clinicians in terms of
Reputation and Attitude of the Company promotion of its brands

Quality of Promotional Aids The literatures, LBLs, Case Studies and other print details aids provided to the doctors by executive

Marketing Activities Various activities carried out for clinicians such as gifts, participation in conferences, etc

Name of
RAC QPA MA BPB NPL OA Rank
company

Himalaya 4.5 4.8 4.3 4.5 4.7 4.56 1

Charak Pharma 4.5 4.1 4.4 4.5 4.6 4.42 2
Baidyanath 4 4.1 4.3 5 3.5 4.18 3
AIMIL Pharma 3.9 4.4 3.9 4 3.7 3.98 4
Zandu 4 4.6 3.9 3.5 3.8 3.96 5
Dabur 3.7 3.9 4.2 4.13 3.7 3.93 6
Arya Baidya Sala 3.6 3.7 2.9 3.63 3.3 3.43 7
Dhootpapeshwar 3.6 3.6 3 3.25 3.4 3.37 8
Surya Herbal 3.2 3.6 3.1 3.5 3.4 3.36 9

RAC: Reputation and Attitude of the Company; QPA: Quality of Promotional Aids; MA: Marketing Activities; BPB: Breadth of Product Basket;
NPL: New Product Launch; OA: overall average

Rating – 5: Excellent; 4:Very Good; 3: Good, 2 : Average; 1: Poor

 B E N C H M A R K I N G O F C O M PA N I E S A C R O S S
PA R A M E T E R S ( P R O D U C T C E N T R I C )
Most important Least important

Efficacy Safety profile Reputation of Company Quality of sales personnel Cost Availability Campaign

Parameters AIMIL Baidyanath Dabur Himalaya Charak Zandu

Efficacy & Safety 6.80 7.50 6.90 9.00 8.50 7.60

Cost effectiveness 8.70 6.80 7.30 6.90 7.50 6.80

Reputation 7.80 7.70 7.60 8.50 7.50 7.60

Position of company 7.50 7.50 7.20 8.40 7.50 7.70

Campaign 6.00 5.50 5.00 6.50 7.00 6.80

Availability 8.80 7.80 7.00 8.30 8.00 7.00

Rating on scale of 1 to 10, where 1 is least important and 10 is most important

 K E Y S A L E S P I T C H C I T E D B Y T H E D O C TO R S

Companies Doctor Promotion Key Messages from Doctors

Dabur NO NA

Zandu Yes (sometime; not regular)

One of the oldest Ayurveda Company with Quality of Medications and high promotion focus
Himalaya Yes
at clinician level

One of the leading Ayurveda Pharma company with very aggressive promotional focus, widely
Charak Pharma Yes (Very Aggressive)
distribution network and regular visit to the doctors, provide regular product infos

Surya Herbal Yes

Dhootpapeshwar Yes; Very Less

Baidyanath Yes; Very Less One of the Oldest Ayurveda company still focuses on the old products very regularly

Arya Baidya Sala No NA

AIMIL Pharma Yes Fastest growing Ayurvedic Pharma company, with breadth of product range
 KEY LEARNING FOR ZANDU

To strengthen and retain its position among the clinician category Zandu should focus on the followings

• Reach out to the clinicians with traditional way of promotion through representatives

• Increase marketing and sales promotion for the doctors

 Participation in conferences
 Carry out small CMEs across rural and urban areas
 Provide quality inputs in terms of literatures

• Increase product basket for medical promotion

• Launch new products to strengthen position

T W O K E Y AY U RV E D A S E G M E N T S

AYURVEDA KOL

AYURVEDA PRACTITIONER
T W O K E Y AY U RV E D A S E G M E N T S

AYURVEDA KOL
I D E N T I F Y I N G K O L’ S O F AY U RV E D A

Associations
AMAI
Association of Ayurvedic Physicians in India
IIAP, AMAM

Ayurveda Congresses in India

World Ayurveda Congress

National Conference 'Mainstreaming
AYUSH: Arogya Bhava'
Ayurveda Publications
International Journal of Ayurvedic
Research
Top KOLs International journal of Ayurveda and
shortlisted Pharmaceutical Chemistry
T W O K E Y AY U RV E D A S E G M E N T S

AYURVEDA PRACTITIONER
 360 DEGREE REACH OUT PLAN

Create a national advisory

board of Ayurveda doctors.
WE CARE FOR YOU

Create evidence around

products
Conference
participation PMS with key doctors
Sponsoring research/papers

Create therapeutic area based

detailing – change portfolio
Factory visits/Road Show
 REACHING
ALLOPATHY SPECIALIST
 C R E A R T I N G R E L E VA N C E

Introducing customized Ayurvedic medicine portfolio for lifestyle disorders in Doctor’s clinic
through interactive detailing

Short term residential program for doctors to connect and engage with India’s 5000 year old
science

Generating Evidence
 BY BRIDGING THE KNOWLEDGE GAP

Speciality targeted CMEs to educate how Ayurveda compliments Allopathy

• Diabetologists
• Psychologists
• Gynecologists
• Orthopedics
• CP/GP

Publishing white papers authored by Dabur’s KOL in medical journals

Exchange of thoughts through cross community participation
THANK YOU!