The 10 most admired pharma companies in 2018

™
www.insightssuccess.inwww.insightssuccess.in
Revitalizing Life with
Good Health –
“Making Lives Healthier”
March 2018
Dr. Vishal Rajgarhia
Director
FINECUREPharmaceuticals Limited
C O M P A N I E S
PHARMA
T
H
E
1MOST ADMIRED
2018
Social Media
Marketing for
Pharmaceutical
Industry
Pharmaceutical
Marketing
Revolutionary
Factors Aﬀecting
Pharmaceutical
Industry
Trends in
Pharma Industry
COMPANY OF THE MONTH
Dilip Surana
Chairman & MD
Micro Labs Limited

ight after the civilizations, the world changed for humans as it
Rwas attacked by various diseases. In this modern world with
changed lifestyle, we are more prone to diseases and
infections. Immunity level has diminished and as a result it is
imperative to receive treatments accordingly.
With developments in science and research, mankind has discovered
drugs for several diseases and effective treatment is possible now. Even
the diseases that were said to be incurable have found the
pharmacotherapeutics today. It is notable that, India once known for its
medicinal knowledge in Ayurveda has excelled in the production of
synthetic drugs in present days.
Numerous companies from India have made their mark globally.
Currently, the pharmaceutical industry is undergoing a tremendous
amount of change. The global pharmaceutical market is estimated to
reach USD 1.43 trillion by 2020 and we can say without a doubt that
the Pharma industry is responsible for the economic development of a
nation. That is the main reason to propel for both research and
development of newer and better products for various kinds of
diseases.
The Indian Pharma industry is one of the most sought after and
flourished industries. It is expected to grow over 15 per cent per annum
between 2015 and 2020, and will outperform the global pharma
industry, which is set to grow at an annual rate of 5 per cent in the
same period. Going forward, better growth in domestic sales would
also depend on the ability of companies to align their product portfolio
towards chronic therapies for diseases such as cardiovascular, anti-
diabetes, anti-depressants and anti-cancers that are on the rise. High
burden of disease, good economic growth leading to higher disposable
incomes, improvements in healthcare infrastructure and improved
healthcare financing are driving growth in the domestic market.
Pharma companies will continue to grow both organically and
inorganically through alliances and partnerships. They will continue to
focus on improving operational efficiency and productivity.
Developments in the health insurance, medical technology and mobile
telephony can help the growth of the pharma industry by removing
financial and physical barriers to healthcare access in India.
Editorial
Indian Pharma
Industry Leading
a Global Change
Nikita Doiphode

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Research Analyst David
Business Development Executives
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Co-Editors
March, 2018
Sapana Shinde
Art Editor
Business Development Manager Akansha Garewal
Visualiser
Shweta Ambilwade
Marketing Manager Dhruv Apte
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Contributors
Upama, Crescent
Poulami Das
™

C O NC O NC o v e r S t o r y
FINECURE
Pharmaceuticals Limited
8
Revitalizing Life with Good Health –
20
CXO STANDPOINT
Health Care Marketing
32
Expert’s Advice
The Much Needed Industry,
Home Healthcare Industry
38
TECH HEALTH
Computer Technology
Transforming Healthcare

T E N T ST E N T S
Articles
14
26 42
Pharmaceutical
Marketing
Social Media Marketing
for Pharmaceutical Industry
Abbott India Limited: Serving People
in their Pursuit of Healthy Lives
Interview with Insights
Success
28
Future Of Pharma
Technologies that will
Impact the Pharmaceutical
Companies in the Near Future
22 34 Trends in Pharma
Industry
Revolutionary Factors Affecting
Pharmaceutical Industry
40
Micro Labs:Delivering Value through
High Quality Products
Company Of the month
ASHISH LIFE SCIENCE
Providing Distinctive Animal
Health Products Across the World
GLOBAL CALCIUM
Making Everyday Life Better

uccess in today’s pharmaceutical marketplace requires companies to continually reassess strategic direction,
Santicipate and absorb change, and move with deliberate speed. Leaders must step back, ask tough questions,
and manage through ever-evolving obstacles to capture opportunity.
We are introducing some of the most prominent organizations in the industry who are capable of leading their
clients towards excellence by supporting them beyond the advisory level. “The 10 Most Admired Pharma
Companies in 2018” issue aspires to assist organizations to find the right pharmaceutical partner who has the
resources and skills to deliver smart solutions with scalability and inventiveness.
The Cover Story features Finecure Pharmaceuticals Limited, a leading manufacturer and marketer of
Pharmaceutical formulations, is benefiting the medical community and human health around the globe by
addressing unmet medical needs.
We have encompassed, Micro Labs Limited as a Company of the Month which is a multi-faceted healthcare
organization, dedicated to manufacturing medicine of the highest standard and marketing it at affordable prices
across the Globe.
Apart from this, we have presented Ashish Life Sciences, a veterinary pharmaceutical company engaged in the
wellness, prevention and treatment of diseases across a broad range of therapeutic areas for animals. Global
Calcium, one of the most innovative companies providing pharmaceuticals, nutritional, veterinary and cosmetic
products. Aastrid Life Sciences Pvt. Ltd. is a research base manufacturer of Intermediates, Fine & Specialty
Chemicals for the Pharmaceutical and Allied industries. Apex Laboratories is a pioneer in the introduction of
Zinc based formulations in India and continues to be the brand leader in the Multivitamin Mineral Supplements
segment. Meyer Organics strives to respond sensitively to consumer needs, researching and developing
scientifically proven healthcare solutions of a quality and efficacy suitable for world healthcare markets. Pharm
easy is one of the largest pharmacy aggregators in India. They help patients connect with local pharmacy stores
and diagnostic centers in order to fulfill their extensive medical needs. Ratnamani Healthcare Pvt. Ltd. is one of
the youngest and most emerging pharmaceutical players in the export market. Avesthagen is a leading life science
company pioneering the convergence between Food, Pharma and Population Genetics leading to predictive
preventive personalized healthcare and food security.
Additionally, we have interviewed Venu Ambati, Managing Director of Abbott India Limited, who gave some
insightful answers highlighting the influences made by his company to take healthcare towards newfound heights.
Scripted by our in-house editors, we have also included some remarkable articles titled “Revolutionary factors
affecting Pharmaceutical industry”, “Technologies that will impact the pharmaceutical companies in the
near future” and “Social Media Marketing for Pharma Industry”
So flip through our magazine and explore interesting insights into the world of Pharma Companies!
Indian Pharmaceutical Industry:
Reimagining Health
T
H
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10MOST
ADMIRED
PHARMAcompanies in 2018

FINECURE
Pharmaceuticals Limited
With the belief of
conviction, Finecure is
committed to introducing
new products that
creates a better today
and an even better
tomorrow
“
Revitalizing Life with Good Health
“

India plays a pivotal role in the global pharmaceuticals
Industry by being one of the largest providers of
generic drugs globally. Innovation and low costs of
manufacturing are some of the clear advantages that India
oﬀers in the global space. The Pharma industry has grown
exponentially over the last few years. It has increased the
life span and fostered hope in people with hitherto
incurable illnesses. Medical innovations may not have yet
provided the elixir of immortality, but it has certainly
improved lifestyles, making lives healthier and decreasing
the uneasiness and discomfort felt by the sick and ailing.
Furthermore, it has led to an increased belief and trust in
the Indian pharmaceutical industry.
In a mission to meet the unmet medical needs of society as
a whole, Finecure Pharmaceuticals Limited, a leading
manufacturer and marketer of Pharmaceutical
formulations, is adding exceptional value and worth to the
medical community and beneﬁtting human health around
the globe by creating innovative medicines that address the
healthcare requirements of today.
The Company manufactures medicine in several
therapeutic segments in dosage forms including tablets,
capsules, liquids and dry syrup. The company is focused
on delivering pioneering, competitive, and path breaking
healthcare solutions for targeted results, specially focusing
on therapeutic areas of infective diseases, cardiac diseases,
diabetic diseases, skin care and pain management, gastro-
intestinal, anti-allergic, anti-asthmatics, multi-vitamins and
nutraceutical segments.
With the belief of conviction, Finecure is committed to
introducing new products that create a better today and an
even better tomorrow. Their business has consistently
outperformed the market and has grown at a compound
annual growth rate (CAGR) of 39.71%, from 2013-14 to
2015-16, as compared to the Indian pharmaceutical
industry outlook of CAGR of 12-13 % over next 5 years,
making it one of the fastest growing pharmaceutical
companies in India.
Innovation
always is
the core
and driving
force of the
company
““
““

Finecure’s journey so far has been an enterprising one with
their commitment to serve. With a track record of success
and achievement since their launch, it has been one full of
rewards and recognitions. Moreover, they are rated
CRISIL MSE1 for ‘Highest Financial Strength’ and
‘Highest Operating Performance’.
Finecure continues to develop through a determined
process of ‘Evolution through Innovation’. Innovation
has always been at the core of their work systems and the
driving force of the company. The company is aiming at
increasing focus and penetration in Pharmaceuticals and
Nutraceuticals markets including niche therapeutic
products in Cardiovascular, Diabetology, Neurology,
Retroviral, Derma, Anti-Infective and OTC segments both
in the domestic and international markets. Additionally, the
company focuses on value and investment in strategies
centered on developing targeted portfolios and in
developing stronger abilities in late-stage drug
development.
A Perceptive Leader
Mr. Vikash Rajgarhia, Mr. Vivek Rajgarhia and Mr. Vishal
Rajgarhia are the promoters of the company and learned
entrepreneurship, integrity and leadership skills from their
father Late Shri H.M Rajgarhia. Working with
imagination, insight and boldness, and valuing the input of
every single employee of the company, promoters brought
out the best in people and brought them together with a
shared sense of purpose. This is one of the prime reasons
of Finecure’s success story.
The current Director of Finecure Pharmaceuticals
Limited, Dr. Vishal Rajgarhia, has made Finecure into a
working model that is ethical, transparent and
implementable. Under his expert guidance, and with the
strong support of his brothers, Vikash Rajgarhia and Vivek
Rajgarhia, Finecure has received several recognitions
including the prestigious ASSOCHAM Pharma Company
of Year, 2016.
“The promoters are human-focused and always believe in
the mantra that we must give back to society more than
what we receive from it,” says Dr. Vishal. The reason why
Finecure chose to enter the world of pharmaceuticals was
because of the firm belief that the only way to serve the
ailing humanity was to bring into their world, medicines
that they could afford. “Making lives healthier” has been
the heart and soul of Finecure and ‘giving back to society’
and making ‘qualitative yet affordable medicines’ has
become their guiding principle.
T
H
E
10MOST
ADMIRED

Distinguishing Strategies and Services
Finecure Pharmaceuticals Limited was founded in 2005
with a mission and vision of “Making lives Healthier” by
providing quality medicines with innovation and
technology. The Company is poised for vertical growth
with modern facilities, skills, know-how and resources that
are at par with the best in the country. The company has
state-of-the-art manufacturing facilities and maintains all
specific set of standards mandated by the Food and Drug
Control Administration.
“We believe in ourselves and have always believed in
setting our own standards and character,” asserts Dr.
Vishal. Finecure leverages every global development on
the supply and demand side of the business. They
continuously study the competition and deliver better
proposition, value and products so that the market is
inclined to their products. Also, their people are trained to
create market and to build Brand Equity.
The Company focuses on their core strengths of quality,
strict adherence to good manufacturing practices and
affordability. All its customers have confidence in their
products and the way they conduct their business.
Finecure’s customers, irrespective of where they are
located, understand who they are and earning their loyalty
and trust is the biggest strategy that they employ.
Finecure Pharmaceuticals have been recognized for CIMS
Innovation in Process and Formulation development
Award and for Innovation in Beta Lactams by GHP UK
and they intend to expand on their core strength of
manufacturing these products and further innovate to offer
value added products.
The Company believes that value proposition is very
important to have a happy customer. “The driving policy
on which we work is that once a customer, always a
customer,” adds Dr. Vishal. To achieve this successfully,
Finecure works on improving the customers’ confidence
and to ensure utmost satisfaction and experience, it makes
them feel good about doing business with Finecure. Due to
their customer centric strategy, customers are bonded as an
extended part of the Finecure Family. The key elements of
running a successful business for them is being committed
to the business and having a strong marketing team.
Great Accomplishments
Since inception, the superlative growth in Pharma products
reflects the constant combined efforts put in by the
company which has helped them earn global acclaim. The
long experience, professionalism of the employees,
earned loyalty from their customers and a strong
adherence to excellence in quality allows them to
offer a high-quality product and a high level of
service.
After years of endeavor, a nationwide network with
respected acknowledgements has been built where
manufacturing products are being sold through
Finecure’s team nationwide and exported to several
countries. Finecure attributes its success to keeping
themselves updated to current market trends and
needs, to offer products as per the market dynamics
and to study the scope and expand its presence across
geographies. Their greatest accomplishment is Finecure’s
wonderful team that together forms a formidable task force
for growth.
Quality is
the reflecting
mirror of
the company
““““

Awards and Praises
Some accolades earned by Finecure include “International
Arch of Europe Award – Germany” for Quality &
Technology in Gold Category in the year of 2012,
“ASSOCHAM India Business Excellence Award 2013”,
“Asia’s Most Promising Brand” validated by Consumers &
Industry, “Process Advisors and Evaluators” KPMG in
India in the year of 2013-14, “IPE Fastest Growing Pharma
Company Award 2015”, “Innovation in Process and
Formulation development Award 2016” by CIMS, “Pharma
Company of the Year 2016” by ASSOCHAM INDIA,
“Brand Excellence Award 2016” by ABP News “Pharma
Company of the Year” by CMO Asia in the year of 2017, “
Dream companies to work for 2017” by Times Ascent
World HRD Congress , and “SME Company of the year” in
2018 by ET NOW –Making of Developed India.
Finecure’s vision is not only to ensure that their bottom
lines show profits, but through their products they have
contributed to make the world a healthier and a better place.
An Expert’s Advice for Budding Entrepreneurs
“The younger generation is very talented and fast and
those dreaming of entrepreneurship in Pharmaceutical
Industry have a great future in store for them. The industry
is growing at a fast pace and India is becoming the Hub of
sourcing Pharmaceuticals globally. So, all those planning
entrepreneurship can enter into the pharma space and the
industry has a lot to offer to all.”
Future Roadmap
Finecure has been recognized for Quality management and
Business Excellence due to the policies and team working
with ethos. They are poised to offer the society innovative
products which will add value to patient's life and also to
the company’s goals.
Finecure aims to metamorphose into an integrated
multifaceted product formulation powerhouse- a dynamic
Pharma and Nutraceutical solutions provider to match the
ever-changing market needs on par with the best in the
world.

1014
Currently, the Indian pharmaceuticals market is the
third largest in terms of volume and the thirteenth
largest in terms of value and is expected to grow to
a whooping US$ 100 billion by 2025. Driven by increasing
consumer spending, rapid urbanization, and raising
healthcare insurance, India enjoys a significant position in
the worldwide pharmaceuticals sector.
Micro Labs Limited, a multi-faceted healthcare
organization, has contributed greatly in placing India
amongst the top pharmaceutical markets of the world.
Micro Labs, aided with their proficient marketing team,
state-of-the-art manufacturing facilities and top-notch R&D
centers, is one of the fastest growing transnational
healthcare organizations. Moreover, the company is backed
by strong distribution network and path-breaking research
th
which resulted in them being ranked 13 among
th
Prescriptions according to SMSRC Jan 18' and 19 in Sales
as per AWACS MAT Jan 18'.
A frontrunner in the pharmaceutical industry, Micro Labs is
built around strong believes in quality, ethics, customer
focus, and respect for people. Their vision is to be a leader
in the development, manufacture, and sales of premium
pharmaceutical products.
Dedicated to manufacturing medicine of the highest
standard and marketing it at affordable prices across the
globe, Micro Labs is poised to achieve unparalleled status
in the global pharmaceutical industry. Their brand portfolio
includes some of the topmost brands in various specialties
like Cardiology, Diabetology, Anti-infectives,
Ophthalmology, Pain, etc. Additionally, the company is
involved at social and environmental fronts striving to be a
model corporate citizen.
A True Entrepreneur
Dilip Surana, the Chairman and Managing Director of
Micro Labs, is the man behind the company’s unmatched
success. With over 20 years of rich experience in
rd
pharmaceuticals, Dilip Surana currently holds the 73
position among the 100 Richest Indians
.
When he took over Micro Labs from the reigns of his
father, Mr. G. C. Surana, hardly anyone could assume the
stupendous success he would achieve. “My father’s ability
to pick up the chemistry of a drug was amazing. For him
there was no holiday. He lived and breathed business and
inculcated the same values in me. Even during my high
school days, he made sure I learn the trade, starting from
the lowest rung,” says Dilip Surana.
The growth of Micro Labs has a lot to do with Mr. Dilip’s
vision and passion. He consistently brings in fresh ideas and
under his expert guidance, Micro Labs became one of the
few companies in the mid-1980s to have separate strategic
business units that focused on areas such as cardiology,
neurology, dermatology and nephrology.
Due to his remarkable efforts in the success of Micro Labs,
Mr. Dilip has been a regular participant in various
international seminars and summits relating to pharma
industry. He is instrumental in inducting Senior Pharma
veterans in the company while bringing in the much needed
professionalism in the company.
Under Dilip Surana’s leadership, the company is rightly
regarded as a pioneer in many ways as it has introduced
various molecules in India for the very first time. He has
also established world class state-of-the-art research and
manufacturing facilities covering Active Pharmaceutical
MICRO LABS LTD:MICRO LABS LTD:
March 2018|
™

Company of the Month
“
‘‘
‘‘
We are dedicated in developing
top of the line pharmaceutical
products while adhering to
highest quality norms with
the help of a well qualiﬁed
and renowned research team
Dilip Surana
Chairman & MD
10| March 2018 | 15
™

Ingredients (APIs) and finished dosage forms as well as
infrastructure for new drug discovery.
Today, with Dilip Surana’s efforts, the company is
committed to carry out world-class research that develops
bio-equivalent generics. However, in spite of all his
success, this kindhearted and visionary chairman of Micro
Labs has a simple living attitude.
“When you’re an entrepreneur, everything’s on the line.
People don’t realize that. You believe so much in it, you’re
willing to risk everything, as I did. It’s hard to lose
everything and start over again. But I think that’s what
separates successful entrepreneurs from unsuccessful ones
— the ability to fall off your bike, get back on and keep
riding. It’s very hard to achieve success but it’s even harder
to maintain success. Trying to expand and get bigger even
are more challenging” says Mr.Dilip.
An Inspirational Voyage
The story of Micro Labs cannot unfold without mentioning
their inspirational founder and leader Mr. G. C. Surana.
With a humble beginning as a Pharmaceutical Distributor in
Bangalore, Mr. Surana began a marketing and distributions
agency for a pharmaceutical company. With his valuable
experience and sheer dedication towards hard work, he
founded Micro Labs Limited in 1973.
Mr. Surana’s perseverance and leadership has led Micro
Labs from a modest pharmaceutical manufacturing
company to its current success as a leading name in the
pharmaceutical industry. Over the years, Micro Labs has
reinforced its position as an industry leader and was proud
to unveil their state-of-the-art ophthalmic plant, the first of
its kind in Asia, in July 2006.
Today, Micro Labs is a multi-faceted organization with an
annual turnover of Rs.2700 Crore, including exports that
contribute Rs. 920 Crore. The distinguished attributes of the
company are the 14 oral formulation plants including an
injectable unit; a bulk drug facility, offices located overseas,
and a strong distribution network. Their marketing efforts
span into 20 divisions, with each division specialized to
cater various therapeutic segments. The organization’s most
important component, however, remains its 9200 dedicated
employees.
With state-of-the-art facilities and 3 R&D centers designed
to international standards, Micro Labs is poised to become a
respected global brand in the pharmaceutical field and
highlight our nation’s growing reputation in the Global
scenario.
Outstanding Products and Services
Micro Labs’ initiation into the pharmaceutical business
began with a number of quality products in niche healthcare
areas like anti-bacterial compounds, antiseptics and
vitamins. The company has since created a strong presence
in the healthcare market owing to their stringent quality
control and distribution standards combined with innovative
products.
Under the expert leadership of Mr. Dilip, Micro Labs have
evolved into a diversified pharmaceuticals manufacturing
company with products ranging from oral solids, topicals to
injectibles. The company has 14 plants that have been
contributing significantly to the healthcare needs of the
domestic market for over three decades. Micro Labs has a
long term commitment to developing Bio-equivalent
Generics with the help of world class research and high
quality standards. Their main focus remains on developing
new formulations in various dosage forms including solid
dosage, liquid dosage, sterile preparations, injectables,
creams, ointments, etc.
The continuous strive for perfection has led Micro Labs
towards building state-of-the-art facilities which has
assisted their growth in the regulated markets. The
company’s vision to create a Vertically Integrated
Organization that offers a wide range of products has led
them to set up their very own API Manufacturing facilities.
Mr. Dilip has instilled the most stringent quality standards
in his pharmaceutical enterprise. As a result, Micro Labs
has to its credit, all the international regulatory approvals
including US FDA, UK MHRA, MCC, South Africa, Health
Canada, WHO, Geneva TGA, Australia Medsafe, New
Zealand PAHO (USA), IDA (Netherlands) and many
regulatory bodies of emerging markets reflecting the high
standards of quality and regulatory compliance of research
and manufacturing facilities.
Future Endeavors
Micro Labs has been in a continuous stage of growth ever
since the founding years and continues to chart its course as
a leader in the pharmaceutical vertical. The company has
presence in over 40 countries with ground level operations
in over 15 countries, exporting all major dosages on most of
the therapeutic segments.
They have started looking at in-licensing locally, whereas
internationally they have more of a joint venture approach.
They are doing a lot of molecule-to-molecule as well as
country-to-country business. As they aim to be associated
with quality, their focus will be on niche generics and
retroviral drugs.
At Micro Labs, we have processes
in place & our greatest strength
are our people“
“
| March 2018 |1016
™

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Management BriefCompany Name
Aastrid Life Sciences
aastridlifesciences.com
Ravindra V. Jagtap
Director
Aastrid Life Sciences Pvt. Ltd., is a research base manufacturer
of Intermediates, Fine & Speciality Chemicals for the
Pharmaceutical and Allied industries.
Apex Laboratories Ltd
apexlab.com
Murali Srinivasan
Director
Apex Laboratories is a pioneer in the introduction of Zinc based
formulations in India and continues to be the brand leader in the
Multivitamin Mineral Supplements segment.
Ashish Life Sciences
Pvt. Ltd.
ashishlifescience.com
Raujesh Agarrwal
Founder
Avesthagen
avesthagen.com
Parag Shah
CEO
Avesthagen is a leading life science company pioneering the
convergence between Food, Pharma and Population Genetics
leading to predictive preventive personalized healthcare and
food security.
Global Calcium
Pvt. Ltd.
globalcalcium.com
Sahil Vaz
CEO
Global Calcium is one of the most innovative companies
providing pharmaceuticals, nutritional, veterinary and cosmetic
products.
Meyer Organics
Pvt Ltd
meyer.co.in
Uma Kalekar
Director
Meyer Organics strives to respond sensitively to consumer needs,
researching and developing scientifically proven healthcare solutions
of a quality and efficacy suitable for world healthcare markets.
Microlabs Ltd
microlabsltd.com
Dilip Surana
Chairman & MD
Micro Labs Limited is a multi-faceted healthcare organization,
dedicated to manufacturing medicine of the highest standard
and marketing it at affordable prices across the Globe.
Pharm easy
pharmeasy.in
Dharmil Sheth
Founder & President
Ratnamani Healthcare
Pvt Ltd
zettaset.com
Mr. Jeetu Sanghvi
Director (Promoter)
Ratnamani Healthcare Pvt. Ltd. is one of the youngest and most
emerging pharmaceutical player in the export market.
Ashish Life Sciences is a veterinary pharmaceutical company
engaged in the wellness, prevention and treatment of diseases
across a broad range of therapeutic areas for animals.
Pharm easy is one of the largest pharmacy aggregators in India.
They help patients connect with local pharmacy stores and
diagnostic centres in order to fulfil their extensive medical needs.
Finecure Pharmaceuticals
finecurepharma.com
Vishal Rajgarhia
Director
Finecure Pharmaceuticals Limited, a leading manufacturer and
marketer of Pharmaceutical formulations, is benefiting the
medical community and human health around the globe by
addressing unmet medical needs.
T
H
E
10MOST
ADMIRED

Computer Technology
Transforming Healthcare
With more than 10 years of
cumulative experience in
surgical navigation system R&D,
clinical and marketing & sales,
Arpit Paliwal is the challenge
loving Founder of HRS
Navigation, who has done
executive program in sales &
marketing from IIM Calcutta.
He was managing the
navigation business for all India
as part of the Stryker (Fortune
500), where they were already
developing the navigation
system back in 2007. It was
during his tenure that he came
across various hospitals for
computer assisted surgeries &
realized the need for simple,
affordable navigation solution.
Arpit has also been awarded
with the Annual Product
Performance Award for
navigation and for bringing
around the navigation business
in India.
About the Author
TECH HEALTH
| March 2018 |1020
™

omputer Assisted Surgery aims to improve
Cpatient care by the utilization of computer based
technologies during the procedure; to amplify the
benefits; to encourage interdisciplinary collaboration
between engineers and physicians in developing new
concepts and applications. The scope of Computer
Assisted Surgery encompasses all major fields within
surgery, as well as biomedical imaging and instrumentation,
and digital technology employed as a supplement to
imaging in diagnosis, therapeutics, and surgery.
Surgical Precision
Surgery is a distressing experience at best. Medical robotics
and CAS (Computer Assisted Surgery) helps alleviate the
problem. They have been used in a wide variety of fields
from head and neck to urologic surgery. They provide
greater reach and flexibility, smaller incisions made with
more precision which is enough to access the targeted
anatomy. This results in more accurate pre-operative
planning, reduction of operating time, avoiding damage to
healthy tissues, exact alignment of surgical instruments
with anatomy and faster patient recovery. It’s an established
fact about the benefit of these technologies & ever
increasing uses support the fact.
Revolution
In recent years there has been a definite shift to the use of
minimally-invasive techniques, performed by steering
surgical tools through small incisions in the patient’s skin in
order to minimize blood loss and soft tissue damage, and
consequently, reduce postoperative pain and recovery time.
There are CAS technologies which work on CT/MRI
images of patient to guide in real time. These are used
mostly in Brain, ENT & Spine surgeries. Some CAS
technologies which uses ultrasound are being used in soft
tissue biopsies for liver, lungs & breasts. Also there are
technologies which are image-less. These are used in Knee,
Hip implants surgeries.
These technologies made the complex surgeries safer & less
pain full. Now for e.g. in brain surgeries surgeons can plan
the surgery on computer generated 3D model of the patient
by marking areas of interest & danger areas. During surgery
system then guides the surgeon to reach area of interest &
alerting the surgeon if he is operating near any danger
region. It gives confidence to the surgeon on more
aggressive on the tumor & still gentle to any critical part of
the brain following the shortest and safest path. Medical
robots are also getting developed to perform various part of
brain surgery to take the brain surgery to next dimension.
Similarly in the spine surgery the misplacement of spine
screw is quite common. Misplaced screw can cause
permanent damage to nervous system. With the help of
CAS rate of misplacement has been significantly reduced
make it safer for the patients. Various standard reviews have
bespoken the superiority of CAS technique compared to
others for pedicle screw placement. Accuracy rates of
around 95% are commonly reported with CAS which is
quite high when compared to free-hand techniques. Also it
helps to reduce the harmful X-ray radiation dosage for
operating team and the patient.
Robotic surgeries are growing at very rapid rate. Robots are
performing surgeries which require dexterity which can't be
achieved by human hand. They have tiny wristed
instruments which can bend and rotate more than the
human hands providing greater reach through smaller
incision.
Augment Reality
The recent emerging role and integration of virtual reality
(VR) and augmented reality (AR) in healthcare is
transforming this data rich field and justify consideration
for future applications to enhance the surgical experience.
For e.g. a new technology which augments X-ray vision on
the real patient anatomy to help surgeon plan and execute
the operation effectively. It’s like a superman viewing
through the skin of patient.
Growing Market
The world-wide robotic surgery & CAS market is expected
to reach USD 20.8 billion by 2024 as per a market research,
report. The ubiquity of chronic disorders around the globe
is on a rise. These diseases hence need surgery for the
treatment solution. CAS & Robotic surgeries for these cases
provides minimally invasive approach, fewer
complications, faster recovery, lower pain and blood loss,
thereby propelling the demand over the forecast period.
Computer assisted technologies are rising & becoming
standard of care. Lot of innovations are happening. Future
looks promising once these technologies reaches to masses
& make everyone benefitted from them.
| March 2018 | 1021
™

or years, pharmaceutical industries are trying to keep pace with the
Frapid speed of technology. Pharmaceutical industries are still unclear
about how the new digital technologies are going to impact drug
development and commercialization. Several industrial experts feel that
emerging technologies such as AI and 3D printing will bring changes to the
business models, operations, workforce, and cyber security. Recently, a new
plasmonic sensor was developed by researchers to detect early cancer forms.
Though, the healthcare sectors are slow in adapting to the innovation and
technologies, they need to be more concerned and ensure that medications are
safe to consume. So, here are the trends that are making an impact on the
pharmaceutical industry in the near future.
3D Printed Drugs
3D printing starts with a computer-aided design of a digital model of the
product. Think of a future, where taking a single tablet to cure the problem
instead of taking numerous drugs several times a day while the patient is in
multiple chronic conditions. By using 3D Printer, drugs can be produced in
peculiar shapes, sizes and colors such as starﬁsh, dinosaurs and many other
interesting shapes in order to make the kids take pills happily and elder patients
can easily swallow it. There is an issue in bringing pharmaceutical products to
the market, due to strict regulatory requirement which are needed to adapt to
the environment and accept printing as a method of manufacture. The ultimate
goal is to make the drug creation process predictable, calculable, and thus safe
from every regulatory point of view.
Technologies that
will Impact the
Companies in the
Near Future
PHARMACEUTICAL
Future Of Pharma
| March 2018 |1022
™

Digital Health “Around the Pill”
For decades, pharmaceutical industries are trying to offer something beyond
traditional pills and drugs to bring effective changes to the patients. Instead of
producing drugs and developing pills, a leading research team has proposed to
bring a change to the medicine's physical appearance itself. Also, one of the
Pharmaceutical Companies from Japan is planning to involve a wearable
monitoring device and an App, through which patients can receive positive
feedback from their doctors and from the automated personalized feedback
generated by the app itself.
Artificial Intelligence and Cognitive Computers
With the leading technology of artificial intelligence and cognitive computers,
doctors can identify the disease present in the patients within seconds, instead
of going through lots of experiment and tests for hours or days. Artificial
intelligence can help in gathering the information related to the disease from a
vast database in seconds. So, once the disease is identified, the drugs are
supplied to treat the patient in a shorter period of time. Due to artificial
intelligence involvement, time consumption and lots of money is saved from
experiments and also, the price of the medicine reduces in the marketplace.
Virtual Reality (VR)
Nowadays, even the pharmacy industries are planning to invest on virtual
reality to work against pain killers. Due to virtual reality, the patients suffering
from stress, tension and pain are deflected elsewhere. As a patient with mental
health problems, VR can help them fight possible fear of schizophrenia more
successfully. Perhaps the pharma companies believe the future will be VR
pharmacies with specialists prescribing the appropriate VR treatment to
patients.
Nanotechnology
For over years, nanotechnology is developing to bring an impact to healthcare
and in the field of genetic engineering. A lot of professionals from Pharma
Industry hope that Nanotechnology is going to unleash breakthroughs in
genetic engineering, medicine, diagnosis and in various types of dosage forms
in pharmacy. German institute researchers came closer to realizing the vision
in developing Nano robots in the form of swallowing pills or can be inserted
into the blood stream to perform surgery and hopefully cure the diseases like
breast cancer and heart surgery from within the body.
The Future of pharmaceutical industries can bring a great change to the
environment with technology innovation. Though, adapting to the new
technology in the healthcare sectors is a challenging firm. Pharmaceutical
industries can’t rely on trial-and-error approaches to deal with existential risk
for longer period of time anymore. Today, the necessity is to increase our
investment in developing defensive technology. Many changes can be brought
to people by pharmaceutical industry unless it generates a passion to
compassionate with the developing technologies.
| March 2018 | 1023
™

Throughout the ages, humans are dependent on
animals for services, food, and companionship.
In modern times, animals have played a crucial
role in research settings where diseases are studied and
drug therapies are developed. Ashish Life Science was
founded with a strong believe that animals have been
catering to serve mankind and it is our duty to
reciprocate it.
The founder of Ashish Life Science (ALS), Raujesh
Agarrwal, realized the potential of Indian Veterinary
medicine during his travel to different countries. He
recognized the huge business prospective for Animal
Health Products in International markets. As most
European companies are leading the international
markets, and all Indian Pharmaceuticals companies are
focusing on Human Health products, he decided to start
manufacturing and exporting veterinary products.
ALS, established in 2002, is a Veterinary pharmaceutical
company engaged in the wellness, prevention and
treatment of diseases across a broad range of therapeutic
areas for animals. The company operates through
innovative products and established veterinary
businesses. It manufactures and exports Veterinary
Pharmaceutical products to more than 50 countries
across the Globe. “Our quality is beyond the horizon of
any negotiation,” says Raujesh. Hence, a World Class
Manufacturing Facility has been set up that meets the
stringent CGMP guidelines of many regulatory bodies.
Additionally, ALS is one of the first companies in India
specializing in Veterinary Pharmaceuticals to receive the
WHO-GMP certification. They are also recognized and
approved by various overseas Health authorities and
renowned Quality Assurance Experts from Europe. Also,
their manufacturing facility is approved by various health
authorities like Tanzania, Uganda, Kenya, Zimbabwe,
Malawi, Nigeria, and Ethiopia for the supply of
Veterinary Medicines.
The Mastermind behind ALS
Founder of Ashish Life Sciences, Raujesh Agarrwal,
completed Master’s in Business Management and later
joined the family Business, which was founded in 1975 by
his father Premsukh Agarrwal. When he joined the Ashish
Group of Industries, it mainly dealt with textiles, plastic
products, chemicals, medical devices, bulk drugs, etc. and
were also involved in trading and export of these products.
“Customers have been the sole reason for the existence of
ALS as an organization and providing quality products at a
reasonable price has always been the motto,” says Raujesh.
He constantly makes sure that they are always connected
with the customers to understand their distress areas and
resolve them effectively. At ALS, they help customer to
grow their business. “Our customers rely on us and that
trust encourages us to do much more for them,” shares
Raujesh.
Raujesh makes sure that every employee understands the
importance of customer satisfaction and together they can
ensure customer delight. Satisfied customer base and
dedicated team of people has made this possible.
At ALS, they are a team of dedicated professionals who
believe in learning, empathy and innovation. They exhibit
high diligence at every level and function. Adherence to
quality, best-in-class manufacturing practices, investment in
infrastructure development, highest levels of laboratory
certification and high service standards have enabled them
to build lasting relationships across the Globe.
Remarkable Offerings
ALS is the first dedicated Indian veterinary products
manufacturing company that has received WHO-GMP
Certificates for their production plant. With exporting to
more than 50 countries, ALS has become a brand in many
countries. With a team of young and dedicated people, ALS
aims to reach great heights.
They offer a range of cutting-edge veterinary products,
ASHISH LIFE SCIENCE:
Providing Distinctive Animal Health Products Across the World
T
H
E
10MOST
ADMIRED
| March 2018 |1026
™

world-class manufacturing infrastructure and relationship
driven approach. At ALS, they are consistently evolving to
meet their customers’ needs across the Globe. They strive to
deliver significant value to their customers by
understanding their needs and innovating to offer the right
choice of products.
ALS operates across the entire spectrum of therapeutic
segments – Antiparasitics, Ectoparasiticides, NSAIDs,
Antibiotics, Antifungal, Antiprotozoal, Tonics, and
Neutraceuticals to name a few. Besides, they also offer all
dosage forms – bolus, tablets, powder, suspensions,
solutions, oral paste, injectable and spray & ointments –
ensuring that their clients also have an ease and
effectiveness of administration. They have set up a state-of-
the-art liquid injection line with some unique attributes.
They have gathered the resources and skills required to
achieve this task.
ALS provides cost-effective products and is aiming to get
into the regulatory market as there is a huge scope for
generics in the veterinary segments. The company has built
its infrastructure and its F&D capabilities around this
strategy. It has products that are volume builders but at the
same time they are introducing innovative products to tap
into the overlooked needs.
Awards and Accolades
Ashish Life Science has won the “SME Business Excellence
Awards 2014”, Presented by D&B, The Times Group &
Federal Bank. ALS has also been recognized as “India’s
Small Giants” by India SME in 2014. Furthermore, Raujesh
was interviewed by ET NOW after ALS was recognized as
an emerging “Pharma Company in micro segment”.
Additionally ALS has won the prestigious “Top 100
SMEBOI Awards” (Achievers of 2012), the “Top 100
SMEBOI Awards” (Achievers of 2013) and the “ECGC-
D&B- India Exporters Excellence Awards 2015- Best
Manufacturing Exporters” Award along with the Golden
Maharashtra MSME’s “Manufacturing Summit 2015 Award.
ALS has also been features in the well-known Dollar
Business magazine in 2016.
Future Aspects
“There has been a clear vision to know what we want to
achieve in future. We anticipate the future and gear up to
adopt the future trends,” says Raujesh. To become &
maintain leadership position, ALS aims to enter regulated
markets like Europe, Australia, South Africa and the US.
‘‘We believe in
creating values in
the human-animal
ecosystem
Raujesh Agarrwal
Founder
‘‘
10| March 2018 | 27
™

Venu Ambati
Managing Director,
Abbott India Limited
| March 2018 |28
™

ABBOTT INDIA
LIMITED:
ndia enjoys an important position in the global pharmaceuticals sector. The Indian
Ipharmaceuticals market is the third largest in terms of volume and thirteen largest in terms of
value. Since 1910, Abbott India Limited has been one of the top contributors to the Indian
pharmaceuticals market. In an interview with Insights Success, Venu Ambati, Managing
Director of Abbott India Limited gave some insightful answers highlighting the influences
made by his company to take healthcare towards newfound heights.
1. Brief us about Abbott India Limited and what kinds of services, solutions or products are
offered by Abbott at par with the current industry standards?
Headquartered in Mumbai, Abbott India Limited (AIL), is a publicly listed company and a
subsidiary of Abbott, USA. At AIL, we offer high-quality trusted medicines across multiple
therapeutic categories such as women’s health, gastroenterology, neurology, metabolic disorders,
general care, vitamins, and vaccines. With an employee strength of more than 3000, we have a
portfolio of over 110 brands for healthcare professionals that promote health and well-being for
people across stages in life.
At AIL, we are all about helping you live the best life you can through good health. Whether it’s
an ordinary headache or a more serious illness, we want people to get better fast, so they can go
back to doing the things they love. In our pharmaceuticals business, we offer quality medicines
for people in emerging markets. Our state-of-the-art manufacturing plant at Goa produces high
volume and high quality formulations. We have over 15 brands in top position, and 3 brands in
top 100, with a market-beating double-digit growth year-on-year.
We have an endless drive to bring meaningful innovation to our markets – in both medicines and
the services that go along with them – to help people live healthier, fuller lives. We give people a
reason to choose our medicines, and this model has led to consistent, exceptional growth.
2. Which is the biggest challenge you faced in the industry and how did you overcome it?
For an industry that works towards improving people’s health, accessibility is a major issue. At
Abbott, we aim to reach out to as many people as we can through several access-improving
programs, and through technology, by helping doctors and patients communicate better. Digital
interventions and technology play a great role here. For example, more than 160,000 doctors
worldwide use Knowledge Genie, Abbott’s multi-channel knowledge centre, to stay on top of
important scientific developments in medicine. Knowledge Genie provides doctors access to news
about the latest treatments and techniques from more than 3,000 medical journals and 2,000 e-
books, as well as daily updates on research and clinical developments.
Serving People in their Pursuit of Healthy Lives
| March 2018 | 1029
™
Interview with Insights Success

3. What should be in the DNA of a growing team of
Abbott India Limited? How will clients benefit from
your expertise?
I am privileged to be leading a high performing team,
committed to strengthening the legacy of Abbott and
enhancing our promise to help millions of people live a
healthier, happier and a more fulfilling life. We value the
diversity in our team, because as part of our DNA, we
believe that different perspectives combined with shared
goals inspire new ideas and better ways of addressing
changing health needs.
We focus on exceptional performance – a hallmark of
Abbott people worldwide – demanding of ourselves and
each other because our work impacts people’s lives. We
strive to earn the trust of those we serve by committing to
the highest standards of quality, excellence in personal
relationships, and behaviour characterized by honesty,
fairness and integrity.
We sustain success—for our business and the people we
serve—by staying true to key tenets upon which our
company was founded over a century ago: innovative care
and a desire to make a meaningful difference in all that we
do.
4. What would you attribute your success to and what
are your greatest accomplishments?
I attribute my success to the people around me. I share my
successes and challenges with my team. I lean on these
people for support and encouragement.
And similarly, my achievement also lies in when I see the
people around me become successful. The people I have
worked with in my career – to groom them and then to see
them grow and go places – it is an exhilarating feeling and
is a great accomplishment for me!
I am also a strong advocate for reverse mentoring. I believe
that core competencies required for great leadership do not
necessarily come only with experience. The values of
kindness, empathy, integrity, respect and courage are
something that can be imprinted on all employees. While
vertical hierarchy is strongly in place in India, gradually
companies should and are formalizing the reverse
mentoring process in order to ensure best practices in
today’s digital world.
Younger employees come with different learnings and
belief systems, and their presence definitely adds pace and
compassion to the workforce. They have smart ideas to
reach rural stakeholders through IoT (Internet of things) &
emerging technologies, and interesting ideas to solve
complex problems like disease prevalence- using big-data.
5.Which innovations by you were highly acclaimed and
accepted by the Industry?
We have given a major boost to the service + pills initiative
in the industry. Our Lifestyle modification program for
preventing conditions such as NAFLD (Non-Alcohol
related Fatty Liver Disease) is one of the firsts in the
industry where we are reaching out to patients and doctors
through technology.
As the industry is shifting from treatment to prevention,
such programs will ensure continued benefit to patients and
their needs. Applying these incremental innovations to
existing off-patent medicine provides added value to our
patients. Whilst this approach is common in other industries
such as consumer goods, this insight-driven approach is less
common in pharma.
6. How do you build a successful customer base and
achieve a long term relation with them? What are the
key elements followed by you for a successful business?
Abbott is one of the top healthcare companies in India. For
us, leadership is multi-faceted and goes much beyond
commercial leadership. We believe that if we can create
multiple patient-centric healthcare eco-systems in India -
that’s true leadership, because only then can we truly help
people get healthy.
Abbott is in fact the only multinational company whose
pharmaceutical business is 100 percent focused on
emerging markets. We have built our business to be driven
locally, yet powered globally. We believe in insight-driven
innovation that differentiates our medicines.
Importantly, Abbott is seen as a trusted brand in the eyes of
the doctors and patients – and that is due to our
demonstration of quality and commitment over a period of
time. I believe gaining trust takes time – but it only comes
with consistent, credible and sustainable results.
7. What is the best part of Abbott India Limited, and
how are you going to utilize it in future projects?
As I mentioned before, though we are an MNC, we are
driven locally. We have the spirit of entrepreneurship in our
people. No idea is considered small. Such kind of
incubation and pro-innovation attitude ensures that
everyone is appreciated and pushed to do better in their own
way.
We have a Think Tank set up in the organization that allows
any employee to pitch ideas to the teams - these programs
boost growth and enthusiasm, and ensure cross-functional
collaboration. We have several projects that have been
started as a part of Think Tank and going forward we intend
to continue the push.
| March 2018 |1030
™

he online space has become
Tthe blood line for health
information. The ascension of
digital tools and technologies has a
transient impact across daily life and
business globally including healthcare
too. The Godspeed growth in use of the
net, mobile apps, and social media
channel as well as the exponential
uptake of personal use of computing,
smart phones and tablets by all
healthcare stakeholders – including,
healthcare experts, patients and
financers is well documented.
Considering the pace with which the
volume of marketing has grown, its
way difficult to measure of how much
impact these phenomenon are having
on the delivery and outputs of medical
interventions, hence requires a
strategic roadmap to track down the
influence.
Inbound Marketing is the answer
This new strata of marketing includes-
developing marketing strategies, 360-
degree online advertisement, adwords,
search engine optimization email
marketing and social media marketing.
A high-level view of key business
indicators facilitates faster and more
accurate feedbacks and review puts all
of that at your fingertips.
Now day’s people are more info-savvy
and in regards to the marketer needs to
curate share-able content that has wide
reach, sparking debate among
healthcare communities, providers,
payers, patients and manufacturers.
Moreover, it needs fully engaging
content across communications
channels to maximize message reach,
with services like: public affairs, high-
level conclaves with key persons,
multimedia portal, print and digital
strategy/reports, campaigns,
partnerships, and internal
communications.
The Educated Patient
No doubt that the role of social media
in healthcare and its influence on
patient engagement is taking the
limelight, powered by mobile
technology, patient demand and
growing influence of the digital
depended generation. How ready the
healthcare sector is for these concerned
and digitally demanding patients will
be a subject of conversation and
assessment.
Hospitals and other medical
association are an important online
stakeholder, with a more better
resourced and commercial approach
towards social media. For example,
any Clinic Center for Social Media
could be a leading portal and advocate
of social media in healthcare with a
presence on channels like YouTube,
Facebook, Twitter, LinkedIn and
numerous blogs sites. Investing in
these channels the group is not only
benefiting patients while growing its
brand but also giving better
understanding to its stakeholders about
its all over capabilities. Patients of
toady want to get engaged and be taken
seriously when they approached. One
grey area of patient dissatisfaction is a
lack of any sort of acknowledgement
when they share any sort of experience
or their demands with a healthcare
outfit. A well-managed social media
presence not only gives a forum for
patient engagement, but also enhances
online-sourcing ideas and feedback to
stimulate conversation around new
tactics or changes within the
organization.
Healthcare Marketing: More
Important than Ever
Digital marketing, a mainstay in other
industries for years, is now becoming
more prevalent in healthcare, but still
lags behind the digital marketing
strategies and uses of tools like other
industries. A well executed marketing
plan will also assure your clients that it
is their well being that give the utmost
priority. Healthcare marketing is not
just about health but also your
reputation and goodwill which cannot
be built overnight and needs a lot of
patience. There are a lot of tangible,
intangible benefits which a patient gets
Marketing
HEALTHCARE
CXO Standpoint
| March 2018 |1032
™

from a professional and these plans are
what will actually help you retain your
clients. So everyone needs an eﬀective
and strategic digital marketing plan
which should helps patients know the
perks of being associated with your
brand. This will help you to nurture
your healthy relationship with your
stakeholders-existing and new.
Sudip Das has set an example for being a
successful digital marketer, being consistent with his
efforts and able to connect with the users. It was in
2013, when he comes up with his own startup name
Wikreate Communication, under which he develops
different business model related to health, media
and visual marketing.
About the Author:
Sudip Das
Founder of Wikreate
| March 2018 | 1033
™

Social MediaSocial Media
Marketing
FOR
he absence of pharma brands on social media
Tcreates a significant void of reputable healthcare
information to aid patients,” writes Dawn
Lacallade, LiveWorld’s Chief Social Strategist.
Social media infiltrate virtually every facet of an
individual's digital life. Today, patients are using social
media as a major source of information and healthcare
research. Thus, it is essential that pharma companies should
be present on social media to provide full and accurate
information to the consumers. To comprehend how social
media can assist patients, it is crucial to understand what
compels people to use social media as a source of
information.
Social media allows interaction among people which
involves exchange and creation of information. It is the
perfect conduit for pharmaceutical companies to connect
with their customers, patients and physicians.
According to the current FDA regulations, pharma
companies are not able to easily join in a conversation to
provide accurate and balanced information. Regulations
dictate that, in a single social post, brands are required to
provide precise facts on the benefits and hazards associated
with conditions and products. Due to the character
limitations on many social media platforms, most pharma
companies prefer to stay out of the conversation. This
results in circulation of falsified information. This
information can be either marginally inaccurate or
significantly harmful.
Although the communication of pharmaceutical industries
is highly regulated, they are gradually adopting social
media platforms to reach and interact with consumers and
healthcare professionals. Here are some of the top social
media practices to look out for:
Crafting Customer Experience
Several marketers think that their job is finished once the
sales team takes over, but in reality, it is just the beginning.
The way people experience your brand will impact the way
they think about you, which will have an enormous effect
on the success of your company in the long run. Devoting a
part of the marketing budget to nurture the existing clientele
will make their experience splendid and thus promote brand
loyalty. It is also crucial to respond whenever your brand in
mentioned publicly, whether positively or negatively, which
will help cultivate a strong and lasting relationship with
your customers. Younger generations are increasingly
withdrawing from traditional social media platforms and
adopting more innovative channels that are more intimate in
the way of communication. To keep up with this challenge,
companies need to find a way to automate the process
wherever possible.
“
PHARMA INDUSTRY
| March 2018 |1034
™

Regulating Content
Pharma companies need to develop content marketing
strategies that merge each piece of content on every channel
with their organization’s objectives and customers’ needs.
Creators need to have a clear business objective including
the value that will be delivered to distinct audiences. All
companies need to have a social media compliance officer
who will work closely with a corporate legal counsel and
develop a complete strategy and decide if there will be
consolidated social media posting or if individual
employees will have the consent to participate. And lastly, it
is critical that all employees understand their role in
corporate social media and be trained on the rules.
Overall Integration
Pharma companies should stop thinking about content
marketing and social media as add-ons. To boost their
outcome for clients, content and social marketing need to be
a part of almost every program. To develop a fully
integrated program, companies need to involve influencers
and content marketers during the initial stages.
Implementing an organized approach to content and
moderation will not only optimize the processes, but also
aid in assuring authorities that all the bases are covered to
protect and provide value for the brand.
Investing in Employees
An independent survey discovered that 72% of social media
users expect response within an hour from the brands they
follow. This has caused brands to start heavily investing in
cross-functional social media teams that can keep up with
the increasing number of client pings every day.
Encouraging and incentivizing team members to share
brand messages on their own social media accounts, is
predicted to be a game-changer in the coming days.
However this cannot be forced, it is essential for
employees to want to share company posts, and
along with this the content has to resonate with
their own audiences.
Influencer Marketing
Influencer marketing will continue to
develop and become an even more
established part of the strategy.
Currently many brands try influencer
marketing and fail as it is not easy to
find effective influencers. Additional
data will help in selection of the right
influencers and analyze the results from
influencer campaigns. Today, in healthcare,
influencers are often regular people. Some are
directly affected by a disease or are being treated with a
specific product, while others have gained a lot of
knowledge about a condition and are considered as Subject
Matter Experts. The common trend is to select someone
who has an ever-increasing community of followers who
value their opinion.
Numerous companies still think of social media as merely a
marketing tool which is not true anymore. Consumers learn
about products on different social networks and seek
customer service on messaging channels. Moreover, good
storytelling has always been an essential part of effective
marketing. But social media is changing the way audiences
consume stories and pharma companies will be required to
keep up with the evolution of social storytelling if they
want to remain relevant.
Yet there is still a note of caution with compliance
being the foremost priority of pharmaceutical
companies. But as industries are
starting to adopt social media
without clear regulatory
guidance, remaining
compliant will be the
main challenge to
face.
Pharmaceutical Marketing
| March 2018 | 1035
™

Home Healthcare Industry
India has been a witness to magnificent reforms
especially in the healthcare sector. Known as the
sunshine segment in the arcade, it is one of the major
players that drive employment and the process of revenue
generation in India. Novelty and advancement in any
fragment is generally for:
● Cost reduction
● Fulfilling the need of the hour
With outlays touching sky high, lack of pertinent in-hospital
mandates and nonexistent comfort, Indian healthcare
industry demanded a renaissance desperately. The startups
began to put their utmost dedication and creative minds to
work in a way that the country embraced modern
technological improvements in a way to benefit the masses.
This led to the pioneer of home health care services and
was embraced with open arms worldwide. Commencement
of this upheaval evacuated the crisis that otherwise lingered
around. From having no proper facilities to treat even the
basic medical conditions, India is now one of the largest
platforms serving to customer-eccentric home health care
services.
One such salient contributor to the health and welfare
diligence is Healers at Home. The birth of Healers at Home
was on a practical foundation.
During my corporate days, the back pain had sucked my
exuberance and hassling for appointments with
physiotherapists and orthopedics added to the agony. A
vague thought plagued through my head: What if there was
an aid that could reach out to me at my expediency and
accessibility rather than otherwise? The best and the right
outcome of any unusual thing bears fruit only when it is
tried and tested and that’s how the idea of Healers at Home
came around. The pilot project for Healers at Home started
on 21st June, 2014 and my dedicated team is still striving
hard to fit the bills of countless individuals.
Well, doing justice to the emerging trends is not a piece of
cake. Catering to home health care services does bring a
chain of crisis making it difficult for to meet the rising
demands with quality and qualified workforce. Being a
staunch follower of the rule that the best is yet to come, my
panel prevalently works in and out to sustain the
ever-growing requisites with unswerving and budding
talent. The workforce is picked from A-grade and premium
colleges who are certified, trained and experienced in their
niche of obligation thus allowing more than 200000 verified
customers till date to trust us and our set of knacks. Another
conundrum that health care industry is stuck with is the
demographics of the country. The urban area is accessible
both remotely and otherwise but when it comes to rural
areas, medical backing is a challenge. Trying to build a
medically inclusive country, we are delivering
Physiotherapy, Yoga, Mother and Child Care, Corporate
yoga, Nursing care, Attendant Care and Elder Care in at
home and offices for areas in and around Delhi, Noida,
Greater Noida, Faridabad, Ghaziabad, and Gurugram.
Healers at Home was launched with a basic motive; true
healing and happiness without having to make efforts for it.
We live in a digitally advanced nation and handiness
demands to be the modern necessity. I mean just give it a
levelheaded thought, who would prefer moving about on
days when you really want to get comfy under your favorite
sheets? The answer to any possible question that involves
healthcare is always preferred at home.
Home healthcare industry is an impeccable combination of
expediency and technological encroachment. It is now
possible to avail tedious medical procedures like
vaccinations, dialysis, urinary catheterization and even post
medical care at half the cost and double the convenience
as compared to the hospital. My ultimate goal vests in
letting the patient be the ultimate decider of his comfort
without hampering his time, routine and the life of any
person related to them. Though difficult, this home based
healthcare setup will be a game changer in the near future is
what I have faith in! I do not want to just fulfill the medical
aspect with our home health care services but both my team
and I are striving to merge innovation, technology, and
customer satisfaction is a way that home health care
outcomes are enormous to benefit every individual in
indigence.
The Much Needed Industry,
| March 2018 |1038
™

bout
AuthorKshitij Garg
Founder
Kshitij Garg is Founder at Healers at Home. Kshitij has done his bachelors from IIT Kanpur. Post that,
he was awarded the Young India Fellowship by Ashoka University in collaboration with University of
Pennsylvania.
He has more than 5 years of experience during which he ran 3 startups and did Product Management
at 9.9 Media. At 9.9 Media, he led various products like Digit.in (India’s one of the most visited tech
website). He has also worked with the Office of Member of Parliament - Mr. Naveen Jindal in the past.
He envisions Healers at Home providing home heathcare services and wellness services to everyone
around the world in a single click. The Healers at Home Core Team comprises of IIT Kanpur graduates
and Healthcare Professionals who have a diverse combined experience of over 35 years in the field of
Healthcare, Marketing, Microfinance and Technology.
They currently provide 5 services at home: Physiotherapy, Yoga, Nursing, Attendant Care and
Mother & Child Care. Their investors include industry pioneers like: 1) Mr. Daljit Singh -
President, Fortis Healthcare 2) Mr. BVR Mohan Reddy - Padam Shri Awardee 3) Dr. Pramath
Raj Sinha - Founder, ISB & Ashoka University.
Kshitij practices Yoga & Meditation on a daily basis and implements his
learnings from Yoga to Healers at Home. The learnings and team efforts
have helped the startup grow 10X in terms of traction and revenue in
the year 2016 and they have done more than 200,000 Home
Visits so far.
Expert’s Advice
| March 2018 | 1039
™

The world is changing at an ever-increasing pace.
Shopping malls have been replaced with online
shopping; traditional classrooms have given way to
online classes and soon, driving your own car may seem
like a nostalgic activity. Pharmaceutical Industry is no
different. Pharmaceutical and life sciences companies are
facing an upsurge of challenges as a part of what could be
the New Health Economy.
The global pharmaceutical industry is said to have a relative
growth over the next few years. Be on guard for the
following pharmaceutical trends and set the right course for
your strategies.
Patient Empowerment
Gone are the days when individuals relied on doctors for
diagnosis. Due to the easily accessible information, patients
today can learn about their health conditions online and
obtain the necessary knowledge to be aware of the available
treatments and choose the ones they prefer. Doctors have
lost their power to influence this choice and thus pharma
companies have to look for new and innovative ways to get
their medications sold.
The patient-first business model helps to do just that. The
pharma companies which succeed in patient engagement
increases their chances of commercial and regulatory
success as decisions are taken in accordance with the
patient's needs and results. For productive collaboration
with patients, pharma companies are required to find better
communication techniques and also invest in more effective
data analytics. Although many patients are skeptical about
sharing their personal information, an independent survey
found that most people are willing to let pharma companies
know about their medical activities if it leads to a better
care.
Furthermore, Virtual reality is used to motivate consumers
to be more active and compassionate. If used as a marketing
tool, this can build empathy, enable training on medical
devices and create detailed demos that illustrate the
mechanism of action with extreme clarity and help facilitate
a stronger bond between pharma companies and consumers.
Increase in Biosimilars
Biosimilar products are suspected to continue to have a
significant impact on the pharmaceutical industry. Due to
the increase in approval of biosimilars and their rapid
introduction in the market, market conditions will have to
evolve accordingly. This will not only provide patients with
numerous treatment options but also have the ability to get
drugs for serious disorders at a much cheaper cost than the
original biologics. This is an opportunity for manufacturers
specializing in generics and biosimilars to grow their
business rapidly. It is said to be a very sizeable opportunity
and if companies do it correctly, the probability of success
is higher than the traditional pharmaceutical approach and
the cost of development should be lower than novel drugs.
Precision Medication
Arbitrary costs of trial-and-error therapies and the
increasing need for decreasing the cost of healthcare has
inspired the transition of one-fits-all model to the outcome-
based targeted therapies. Precision medicine eliminates the
need for guesswork, variable diagnosis, and generalized
treatment strategies. Thus far only a few cases exists which
used genetic information to make a decision regarding a
suitable treatment.
Currently, the drug development industry is heavily
investing in precision medicine. Furthermore, scientific
advancements in genomics field suggest that time and costs
are no longer a hindrance for precision medicine. Increasing
awareness about the human genome and its correlation with
disease progression are expected to shift the current focus
beyond oncology.
Revolutionary
Factors Affecting
Pharmaceutical Industry
Trends in Pharma Industry
| March 2018 |1040
™

3D Printed Drugs
3D printing assures a future of drugs printed on demand with
custom doses and the possibility that price may no
longer be an obstacle. The first 3D printed medicine that
dissolves rapidly is used for the treatment of epilepsy. Small
companies are deriving other solutions for creating drugs
that can be metabolized faster and can be marketed more
easily. Because of this entire pharma industry will have
to be restructured within years, perhaps even months.
Digital Healthcare
The global healthcare industry has seen a
transformation which has been driven by advances in
biopharmaceutical, medical and surgical procedures
and automation. The Digital Health applications in
information and communication technologies aid to
utilize the full potential of big data analytics and
change the healthcare industry. Today, if the pharma
companies are not thinking about how to integrate
such programs and educational resources and not just
use them as a tool to promote, they will be left behind.
The digitization of the patient, from the electronic health
records to genome mapping allows for targeted treatment
that is revolutionizing healthcare. The introduction of
mobile health sensors and wearables offers a real-time
insight into a patient’s progress. Furthermore, computers
with the ability to easily analyze enormous amounts of data
and scientific literature can assist pharma companies in the
development of new drugs and improve the existing ones.
Counterfeit Drugs
Counterfeit Drugs are fake medicine. They can be either contaminated
or contain the wrong or lack of active compound. Pharma companies are
required to track the product ID from manufacturing process and trace its
movement throughout the supply chain. These drugs are not just available
via the black market, but are also accessible through legitimate
pharmacies. Fake drugs are said to be more deadly than terrorism. An
independent survey concluded that 200,000 people are killed on an
average due to counterfeit drugs.
All of this concludes into the complexity of the supply chain of
pharmaceuticals. With an increased dependence on outsourced
manufacturers and third party logistics, the lack of clarity across the
various components of the supply chain has never been so blurred. This
together with the intrinsic demand unpredictability from anywhere in the
world and the disparity of supply and demand makes an increasingly
volatile value chain.
| March 2018 | 1041
™

With more people around the world dying
from obesity than starvation, poor
nutrition is now recognized as a major risk
factor for chronic diseases. Also an ageing population
gives rise to lifestyle-related diseases, whose impact
can be lessened by making healthier choices earlier in
life.
Given the deteriorating health condition of the society,
patients are being encouraged to take part in their own
treatment. At the front lines of this battle are
nutritional products that have been proven to help
prevent or cure diseases. These nutritional products
present a tantalizing opportunity for breakthroughs to
prevent and manage common health problems,
offering consumer-focused solutions to issues that are
currently addressed only by pharmaceutical
interventions.
Despite being a hot spot for growth, pharmaceutical
industry still suffers from the same challenges as the
rest of the sector, with market growth barely keeping
up with the rise in the gross domestic product.
Apprehending this, Arif Vazirally founded Global
Calcium in 1979 - one of the world’s most innovative
companies in Carbohydrate Chemistry with 9
manufacturing plants spread across 3 campuses in
Southern India.
Today, Global Calcium, which invested in its own
windmills over a decade ago, is a gold-standard holder
in green energy by the UNFCC. It is an EU-
GMP/USFDA/Japan FDA certified global company
and an established authority for global pharmaceutical
standards.
The company initially commenced operations with a
technology joint venture with Sandoz, Switzerland and is
now family owned and has active operations in over 60
countries. By volume, it is ranked as one of the top three
producers in the world of organic mineral products, with
a focus on advanced Injectable Active Ingredients (IAI).
The company has been successfully inspected by several
global drug authorities, including USFDA, EUGMP,
COFEPRIS, KFDA, etc.
An Expert Mentor
Global Calcium is backed by an excellent management
team comprising of industry specialists, technocrats,
entrepreneurs and business specialists bringing in strong
domain expertise in fields such as investment banking, to
consulting, to behind the scenes pure sciences.
Arif Vazirally is the Chairman of the Calcium Group,
which includes Global Calcium. His grandfather, started
one of the first large scale glass factories in India in the
th
early part of the 20 century, namely, Vazir Glass Works.
One of their key customers was Sandoz and what started
as a simple conversation progressed to a comprehensive
business opportunity. Even today, with over 1200
customers across the globe, Sandoz, which is a part of
the Novartis Group, remains one of Global Calcium’s
oldest and key customers.
Today the company is managed by its CEO, Sahil Vaz
and in 2010; Global Calcium became the first company
in the world to synthesize a double-mineral-double acid
salt called ‘Magical’ for which it received numerous
awards, patents and recognition amongst global experts
in the field.
GLOBAL CALCIUM
Making Everyday Life Better
T
H
E
10MOST
ADMIRED
| March 2018 |1042
™

In 2018, the company expects to be the first company in
the world to receive a patent on unique lifesaving drugs
for iron injection. With a full time work force exceeding
1000 people, Global Calcium has over 150 specialized
scientist and chemists.
Characteristic Services and Strategies
Given that India is just one position behind the largest
pharmaceutical industry in the world, Global Calcium is
posed to deliver premium healthcare products using the
best of business excellence.
Global Calcium currently has 9 manufacturing plants
with a portfolio of over 100 active pharmaceutical
products. Their vision is to continue to focus on
innovative niche products for critical pharmaceutical and
biological applications with comprehensive traceability
and a superb global distribution network. Furthermore,
as part of the ‘Made-In-India’ initiative, the company is
investing heavily in down-stream manufacturing of its
key products. The company spends more than 20% of its
annual profits in R&D and regulatory activities. In the
last 2 years, the company has ploughed back more than
65 crores in product innovation and process
optimization.
Global Calcium prioritizes Research and Development
over everything else; companies today are well aware
that only with superior R&D can they continue to
innovate and deliver international-quality products. A
team of focused high-end specialists uses optimized
processes to test, pilot trial, and retest every product
innovation. The focused R&D effort and initiatives are
behind the cost advantages that ensures competitiveness
despite using advanced machinery with minimum
manual intervention.
Future Roadmap
Even though the company is approaching 4 decades, the
culture and vibe in the company is that of a start-up. This
is despite the fact, that even today, several of the
founding employees are still engaged in active roles
across the organization. This is partially achieved by
having an ultra-flat hierarchy and a highly meritorious
approach to roles and responsibilities.
‘‘Our vision is to continue to
focus on niche products for
critical pharmaceutical and
biological applications with
comprehensive traceability
and a superb global
distribution network
Sahil Vaz
CEO
‘‘
10| March 2018 | 43
™

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