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Social Media & Pharma in India


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Will the Indian pharma industry embrace social media? Thats the Big Q. This presentation explores the way the pharma & healthcare scenario is changing in India. It also explains the opportunities & challenges that Social Media throws to pharma.

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Social Media & Pharma in India

  1. 1. Social Media & Pharma in India
  2. 2. The market <ul><li>Market dynamics are changing rapidly </li></ul><ul><li>A vibrant population of 1,200 million </li></ul><ul><li>More than 50% young audience </li></ul><ul><li>Domestic Indian market is set to grow </li></ul>
  3. 3. The market <ul><li>Modern healthcare facilities are being set up </li></ul><ul><li>A hub for medical tourism </li></ul><ul><li>Organized pharmacy and wellness chains on the rise </li></ul><ul><li>Increasing urbanization, growing middle class, rising literacy rates </li></ul><ul><li>A strong economy </li></ul>
  4. 4. The technology <ul><li>Government encourages technology </li></ul><ul><li>Greater use of IT </li></ul><ul><li>Improved internet usage </li></ul><ul><li>Depth of mobile penetration </li></ul><ul><li>Amazing rural penetration </li></ul>
  5. 5. Social media <ul><li>100 million Internet users </li></ul><ul><li>45 million users of Social Media by 2012 </li></ul><ul><li>45,000 users are added everyday to this network* </li></ul><ul><li>90% of Indian internet users search for health * </li></ul><ul><li>60% search for specific medicine information* </li></ul>*Data on file
  6. 6. Culture <ul><li>Late advent of social media in India </li></ul><ul><li>Growth has been rapid in the recent past </li></ul><ul><li>Traditionally Indians nurture relationships both - professional & personal </li></ul><ul><li>Close bonds socially and with the family </li></ul><ul><li>Facebook has over 30 million users </li></ul><ul><li>LinkedIn around 10 million users </li></ul><ul><li>Twitter user statistics – India amongst the top 10 </li></ul>
  7. 7. Will the Indian pharma industry embrace social media? <ul><li>Can the consumer statistics in India be leveraged by the pharma industry, through digital and social media? </li></ul><ul><li>Certainly YES! But currently, the industry is too unsure of what CAN be done. </li></ul><ul><li>India does not have strong patient communities </li></ul><ul><li>Focus has always been on the ‘ treatment ’ </li></ul><ul><li>Shift to ‘ preventive ’ healthcare </li></ul><ul><li>Chronic conditions on the rise </li></ul>
  8. 8. Will the Indian pharma industry embrace social media? <ul><li>People increasingly talking about both ‘ illness ’ and ‘ wellness ’ online </li></ul><ul><li>Rapid growth in lifestyle disease </li></ul><ul><li>Communication though, has to be ‘ responsible ’ </li></ul><ul><li>Within legal framework </li></ul>
  9. 9. Applications of social media <ul><li>Understand consumer ’ s concerns </li></ul><ul><li>Research & analyze data to develop communication </li></ul><ul><li>Arrive at communication strategies </li></ul><ul><li>Next step - ‘ engagement ’ </li></ul><ul><li>CRM </li></ul>
  10. 10. The future growth drivers <ul><li>How quickly the doctor, pharmacist and the consumer becomes more internet and mobile savvy? </li></ul><ul><li>How open the Indian pharma marketer is to understanding and accepting the changing scene? </li></ul><ul><li>How fast the Indian pharma marketer will ‘ learn and be ready to play ’ the new game? </li></ul><ul><li>Who amongst the innovator marketers will take the lead and capitalize on this emerging medium? </li></ul>
  11. 11. <ul><li>Social media needs a different mind-set </li></ul><ul><li>Indian marketers need to adapt </li></ul><ul><li>The ‘ decision makers ’ must support the ‘ doers ’ </li></ul><ul><li>All levels of marketing personnel first need to ‘ educate ’ themselves </li></ul>In Conclusion
  12. 12. MediaMedic’s contribution <ul><li>Founded the healthcare hashtag #hcsmin – healthcare communication social media India </li></ul>
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