Enhance Your Diabetic Brand Recall


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How to capture the attention of doctors and remain there despite the multitude of pharma brands in the Diabetic space?

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Enhance Your Diabetic Brand Recall

  1. 1. Enhance Your Diabetic Brand Recall NRich Software P Ltd
  2. 2. In this presentation <ul><li>The market situation for OAD in India </li></ul><ul><li>The fight for mind-share </li></ul><ul><li>The available methods and limitations </li></ul><ul><li>The Solution </li></ul>
  3. 3. Some statistics on Diabetes in India <ul><li>50.77 Million Indians with Diabetes Mellitus as of 2010 </li></ul><ul><li>Another 39.47 Million Indians with Impaired Glucose Tolerance (IGT) as of 2010 </li></ul><ul><li>(Data source: International Diabetes Federation) </li></ul><ul><li>Second largest Diabetic population in the World & Growing rapidly </li></ul>
  4. 4. The Oral Anti Diabetic field in India <ul><li>Common Molecules : Metformin, Glimeperide, Glipizide, Pioglitazone </li></ul><ul><li>More than 500 brands from more than 100 companies with single or a combination of the molecules </li></ul><ul><li>All of them are to be prescribed (Rx) by Diabetologists, Physicians or GPs </li></ul>
  5. 5. The Situation <ul><li>Many “me-too” brands clogging the doctors’ mindshare </li></ul><ul><li>Their market performance depend on the impression by these brands on the treating physicians </li></ul><ul><li>Hardly any major differentiation makes it difficult for the doctors to remember them </li></ul>
  6. 6. Is this situation familiar to you?
  7. 7. Are your brands also affected by this?
  8. 8. Do you want to capture the mindshare?
  9. 9. Certainly! Even the most powerful brands need to stay in the radar!!
  10. 10. The commonly available options <ul><li>Give brand recall aids like pens, calendars, table tops, key chains and the like as gifts to the doctors </li></ul><ul><li>Provide valuable information in the form of newsletters and journals </li></ul><ul><li>Give sophisticated gifts like flash drives, blue tooth devices etc to discerning doctors </li></ul>
  11. 11. The limitations of these avenues <ul><li>The physical gifts are not directly related to the profession and are market commodities </li></ul><ul><li>When the doctor(s) get similar high value gifts from multiple vendors, all the brands lose out in the process </li></ul><ul><li>And as doctors have very little time available, they are unable to take advantage of the knowledge-gifts </li></ul>
  12. 12. So, its back to square one
  13. 13. Now what would excite a doctor? <ul><li>Something that would </li></ul><ul><li>Add value to his/her practice directly </li></ul><ul><li>Save time so that more patients can benefit </li></ul><ul><li>Increase the loyalty factors amongst patients </li></ul><ul><li>Add to the earnings through increased consultancy visits by patients </li></ul><ul><li>Help the patients by better & appropriate treatment </li></ul>
  14. 14. In short, make their practice more valuable
  15. 15. Is there something that fits the bill?
  16. 16. Yes and it is
  17. 17. DiaSof
  18. 18. What is DiaSof? <ul><li>A web-based software meant for Diabetics </li></ul><ul><li>so that they can stay </li></ul><ul><li>Healthier, Anywhere, Anytime </li></ul>
  19. 19. How does it deliver this promise?
  20. 20. The common issues amongst Diabetics <ul><li>They do not take their tests and meet the doctor on time. </li></ul><ul><li>Their access to their medical records, even when maintained is limited </li></ul><ul><li>They don’t remember their prescription </li></ul><ul><li>Their treatment is based on their last test </li></ul>
  21. 21. <ul><li>Statistics show that over 90% of diabetics in India do not take their prescribed tests on time </li></ul><ul><li>Even those who do, do not consult with their doctor immediately </li></ul>
  22. 22. What is the impact? <ul><li>The lack of control or the low efficacy of the drugs may go unnoticed for a long time </li></ul><ul><li>The patients might develop complications of the eyes, kidneys, feet & heart </li></ul>
  23. 23. Why do people miss tests? <ul><li>Easy to forget especially when tests are to be done every 3 months or so </li></ul><ul><li>Gets missed in the many daily tasks </li></ul><ul><li>Eat sweets & ice creams around the time & do not want the tests to show higher sugar levels </li></ul><ul><li>There is no system to remind </li></ul>
  24. 24. The DiaSof Advantage <ul><li>Sends reminders a week earlier so that the users can schedule their tests around their trips & festivities </li></ul><ul><li>Alerts continue till the previous day so that they can get their tests done even at the last minute </li></ul>
  25. 25. <ul><li>Alerts by email and sms so that atleast one gets their attention and prompts them to action </li></ul><ul><li>Alerts contain the test names so that they can do it anywhere in the country </li></ul>
  26. 27. <ul><li>Are the Patients & their doctor concerned and driven purely by the results of the last test? </li></ul>
  27. 28. Unfortunately, yes <ul><li>Most patients do not have even their past results available in a file or a folder </li></ul><ul><li>And even if they do, the doctors do not have the time to analyze the past performance to take a considered decision </li></ul>
  28. 29. The Impact <ul><li>The treatment is not holistic </li></ul><ul><li>The patients tend to be “good” while taking the tests forgetting that they are not acting in their own interests </li></ul>
  29. 30. The DiaSof Graph Advantage
  30. 31. <ul><li>A picture is worth a thousand words </li></ul><ul><li>The doctor can now easily understand the control (or the lack of it) on fasting, post prandial and hba1c tests over time </li></ul>
  31. 32. The DiaSof Report Advantage
  32. 33. <ul><li>A snapshot of the entire patient history including BP, weight, medication, exercise, diet regimen along with the blood test results </li></ul><ul><li>Invaluable both for both the doctor and the patient especially in emergencies </li></ul>
  33. 34. And do the patients <ul><li>Always remember the details of the prescription like the full name of the drug, the strength and the dosage? </li></ul>
  34. 35. Again the answer is NO
  35. 36. The Impact <ul><li>Multiple visits to pharmacy </li></ul><ul><li>Possible returns of drugs ordered wrongly </li></ul><ul><li>Stuck when the medicine runs out on travel or tours </li></ul>
  36. 37. The DiaSof Advantage <ul><li>Get the prescription on the mobile </li></ul><ul><li>The patients can simply sms it to their pharmacy & get it right every time </li></ul><ul><li>They can now buy the correct medicines anywhere in India </li></ul>
  37. 39. What happens when patients travel?
  38. 40. <ul><li>They might have a medical emergency </li></ul><ul><li>The attending physician may not know their Diabetes condition </li></ul><ul><li>And it is not possible for patients to carry all their medical history & details of their Diabetes tests everywhere </li></ul>
  39. 41. The DiaSof Advantage <ul><li>It is now possible for patients to share details of their test results + Doctor Visits + medication + blood group + allergic drugs if any, with the attending physician anywhere in the world </li></ul><ul><li>In a medical emergency, this can actually save their life </li></ul>
  40. 43. <ul><li>And to do this, the patients need no PC. </li></ul><ul><li>A mobile with internet can do the job </li></ul>
  41. 44. At this juncture, you may wonder
  42. 45. It is no doubt interesting but
  43. 46. What is the connection with all these & the recall of my brands amongst doctors?
  44. 47. Here’s how <ul><li>The usage of DiaSof is through the payment of a very affordable annual subscription </li></ul><ul><li>This annual subscription is available in the form of prepaid subscription cards </li></ul>
  45. 48. How you can take advantage! <ul><li>Give the co-branded DiaSof subscription cards to the doctors you meet. </li></ul><ul><li>They would in turn give these cards to some of their discerning patients </li></ul><ul><li>(Actually, this is no different from your existing practice of giving samples of your drugs to the doctors to be passed on to their patients) </li></ul>
  46. 49. What will happen?
  47. 50. The doctor benefits by <ul><li>Giving the patient a tool to stay Healthier, Anywhere Anytime without any charge to either </li></ul><ul><li>Getting better compliance in terms of tests and visits and therefore more fees </li></ul><ul><li>Spending less time per patient but giving better care and treatment thanks to the DiaSof reports and charts – More patients and more earnings </li></ul>
  48. 51. <ul><li>Attending to regular patients beyond the clinic timings by using the email links of the reports and charts. Again, can give better service to patients who need the expertise </li></ul><ul><li>Bulk of the time is normally wasted in searching for information and this can be totally saved by the DiaSof reports. Better quality of life for the doctor beyond his practice </li></ul>
  49. 52. What has made all this possible? <ul><li>DiaSof </li></ul>
  50. 53. And who paid for this DiaSof initiative? <ul><li>Your Brand, of course </li></ul>
  51. 54. The Impact <ul><li>Higher brand recall, for your advantage </li></ul>
  52. 55. To know more, Contact us today @ 0 9962229988 or [email_address]
  53. 56. Thank you for your interest
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