Business exists within society and depends on it for resources like raw materials, labor, and land. As a result, businesses have a duty to help address major societal problems like pollution. Many companies now take steps to be more socially responsible through initiatives like planting trees near factories and providing free healthcare services. One such initiative is Novartis' Arogya Parivar program, which aims to improve healthcare access for underserved rural communities in India through social business approaches. The program establishes community health networks across villages to increase awareness, accessibility, affordability and adaptability of healthcare services and medicines for over 42 million people. Novartis also follows ethical marketing practices governed by local laws, providing accurate product information to customers and healthcare professionals

1. CSR & MARKETING
STRATERGIES
- By Akshay Saxena

2. Corporate Social Responsibility
Business is an integral part of society. The existence of
business is totally dependent on society. So, it is the duty of
businessman to helps the society to solve the major problems
of society.
A businessman takes many things from society in the form raw
material, labour, land and also pollute the environment of
society. So, he can solve these problems by plantation near
the factory area and providing free facilities to employees and
people of the country. These days trend shows that almost all
companies are taken steps to becoming responsible toward
society.

3. Arogya Parivar
Improving health at the bottom-of-the-pyramid

4. Arogya Parivar: Mission
To improve healthcare access for the under-served
poor located at ‘bottom-of-the-pyramid’
using social-business approach

5. Arogya Parivar
Background
• Launched in July 2007, by Sunita Bhalerao (CSR Head in India).
• Rural India market – 65% lack access to medication [www.who/novartis/india_1441/arogyaparivar]
• 80% are daily wage-earners & 40% earn < Rs. 65/- a day
• Key healthcare issues: water purification, sanitation, under-nourishment, iron
deficiency, vaccinations, TB, & diabetes
• Key obstacle : lack of awareness and weak health-infra

6. Arogya Parivar
Novartis approach
• A complete healthcare solution and not just access to medicines.
• Built on 4As : Awareness – Accessibility – Affordability – Adaptability
• Supports development of poor healthcare infrastructure.
• Complete health value chain : patient awareness to drug compliance.

7. Arogya Parivar
social business model
Referral Cards
HEALTH EDUCATION
Health Camps
with city doctors
Community
Meetings
SOCIAL
Drug
compliance
Distribution
Collection
BUSINESS
Doctors
Education,
vaccination
Medicine supplies
AVAILABILITY

8. Network June 2013
 370 cells * in 11 states
 630 Educators &
Supervisors
 40000 villages with 42
million people
 35000 doctors & 20000
pharmacies
8
* cell = 100 villages over 35 sq. km with avg. 180,000 people

9. Arogya Parivar
Outcomes
• Medicine access improved for 42 million
people in 40,000 villages.
• Health education to 5 million villagers
each year.

10. Marketing practices
• In Novartis marketing practices are on the basis of
the type of products and needs as patients.
•Novartis ensures and follows ethical standards in
compliance with marketing.

11. Principles followed in Novartis
1. Promotional practices must accurately reflect patient benefit.
2. Proper information to the customer .
3. Scientific info should be shared to remove the monopoly.
4. Hospitality must be appropriate, modest, consistent with local
practices.
5. The gifts must be inexpensive like MR giving some freebies to the
doctors like note pads, pens, calendar etc.
6. Any personal incentives are strictly prohibited.
7. Samples must only be provided to health care professionals only.
8. All the marketing practices are under local laws and regulations

12. THANK YOU