Prayas Initiative by Sanofi-Aventis

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Prayas Initiative by Sanofi-Aventis

  1. 1. A Project Report On Sanofi Aventis’ Prayas Initiative Rural MarketingSubmitted To: Submitted By:Prof. Ramesh G. Anandikar Aadil Ahmed PG2010-001 KIAMS, Harihar
  2. 2. Sanofi AventisSanofi‐Aventis, a leading global pharmaceutical company, discovers, develops anddistributes therapeutic solutions to improve the lives of everyone. Sanofi‐Aventis in Indiaoperates through three entities ‐ Aventis Pharma Limited, Sanofi‐Synthelabo (India) Limitedand Sanofi Pasteur India Private Limited – the vaccines division of Group Sanofi‐Aventis.The Company focuses its activities on seven major therapeutic areas namely – Cardiovasculardiseases, Thrombosis, Oncology, Central Nervous System disorders, Metabolic Disorders,Internal Medicine and Vaccines.Prayas – Empowering Rural Medical PractitionersWhat is Prayas?The Company has launched Prayas, (meaning ‘endeavor’), aimed at bridging the diagnosis‐treatment gap through a structured continuing education program for rural doctors acrossIndia. Through Prayas, specialists from semi‐urban areas will share latest medical knowledgeand clinical experience with general practitioners based in smaller towns and villages in theinteriors of India. Sanofi‐aventis’ second strategy for improving healthcare access is to makequality medicines available at affordable prices for rural India patients. Together, thesestrategies will be known as sanofi‐aventis’ ‘Hoechst’ initiative for rural India.To complement this knowledge‐based program (Prayas), Sanofi‐Aventis is also launching anew range of quality medicines at affordable prices in these geographical areas under the oldand familiar umbrella brand name ‐ Hoechst, which is today a Sanofi‐Aventis initiative. Thisproduct range will help address the challenge of accessibility, affordability and availability ofquality medicines to patients in remote villages.The pilot program has successfully tested the unique Prayas ‘mentor‐mentee’ model amongstmore than 3200 medical practitioners across West Bengal, Bihar and Uttar Pradesh.The Scale of PrayasPrayas is an evolving model that was piloted in May 2009. In West Bengal alone, they haveconducted 84 workshops and have trained 467 doctors across 30 clusters of towns/villagesduring the pilot stage.To complement this knowledge‐based program (Prayas), Sanofi‐Aventis is also launching anew range of quality medicines at affordable prices in these geographical areas under the oldand familiar umbrella brand name ‐ Hoechst, which is today a Sanofi‐Aventis initiative. Thisproduct range will help address the challenge of accessibility, affordability and availability ofquality medicines to patients in remote villages. 1|Page
  3. 3. The Company had begun by introducing ten drugs for infections, pain and gastricdisturbances. Sanofi‐Aventis India will facilitate Prayas workshops for General Practitionerson disease areas that are a major concern in rural India. Data from WHO, UNICEF* andSanofi‐Aventis’ own survey shows that respiratory, gastrointestinal and nutritional diseasesare affecting millions in rural India. Hence, the initial workshops will focus on these diseaseareas.Sanofi‐Aventis India has already conducted 554 workshops and three modules on respiratorydiseases during the pilot phase for over 3,200 doctors across Bihar, Uttar Pradesh and WestBengal. It has been found that doctors are willing to invest time to keep themselves updatedand this has helped boost their confidence in diagnosing diseases. They are hence promptedto come back and participate in subsequent Prayas modules.Future PlansSanofi‐Aventis will extend Prayas in these States and also in Andhra Pradesh, MadhyaPradesh and Maharashtra. In the coming five years, Sanofi‐Aventis aims to extend thebenefits of Prayas to as many as 100,000 doctors in rural areas and thus contribute to India’smuch needed healthcare capacity building initiative.Later, the company will rope in non-government organisations (NGOs) and localgovernments through a public-private-partnership (PPP) model to help the poor in rural Indiaaccess quality medicinesBenefits  Sanofi-Aventi has formulated this large-scale rural business strategy in India to double its share to at least 4% of the Rs35,000 crore local drug market by 2015.  It will indirectly help medical representatives of Sanofi-Aventis gain better access and intimacy with doctors in rural areas and small towns.  It will create recognition for Sanofi-Aventis in rural areas where it is not much known.  This will help the rural doctors to better diagnose their patients and treat them in a holistic manner.  With guidance from doctors of semi-urban or urban areas, rural doctors will be updated of the latest medical innovations and techniques.  With the company taking interest in rural India, there will be better supply of medicines and other important medical supplies.  The entry of Sanofi-Aventis will attract other companies which in turn would be highly beneficial for rural areas. 2|Page
  4. 4. Salient Features of Prayas  Aims to improve healthcare in rural India by mentoring doctors in quicker diagnosis and competent treatment of disease.  Currently has a network of 400 mentors and 5,500 mentees.  Seeks to empower at least 1,50,000 doctors across 60,000 towns and villages of India by 2015.  High success rate and fast expansion.  Getting great response from doctors who have been trained.  Help create a market for company where competition is low.  Project would help Sanofi-Aventis create an image as well as improve revenue and sales. 3|Page

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