Project On

Direct Marketing
Cipla Pharmaceuticals
Group – 6
 Group No. 6
Group Members
Name Roll No.
Vidhi Desai 65
Akash Doshi 66
Aditya Gandhi 67
Anees Rehman 90
Anurag Singh 104
Priti Singhvi 105
Nishant Solanki 106
 Cipla Pharmaceuticals
Introduction
‘We use the latest in pharmaceutical technology to funnel
over seven decades of experience into one capsule that cures,
one drop that defends, and one puff that protects. We explore
every drug to its last particle and instil safe and sure healing
to create one dose of confidence, for us, the final measure of
our success is a simple curve- the smile of health regained.’

We are Cipla. Welcome to our world.

 INTRODUCTION

Cipla laid foundations for the Indian pharmaceutical industry back in 1935
with the vision to make India self-reliant and self-sufficient in healthcare.
Over the years Cipla has emerged as one of the most respected pharma
names not just in India but worldwide. Its R&D centre has given the
country and the world many firsts. This includes the revolutionary
HIV/AIDS cocktail for less than a dollar a day. With over 40 state of the art
manufacturing units across the country, Cipla manufactures over 1200
products in 80 therapeutic areas.

With a turnover of over US $ 1.2 billion, Cipla serves doctors and patients
in over 180 countries. It has earned a name for maintaining one global
standard across all its products and services. Cipla continues to support,
improve and save millions of lives with its high-quality drugs and
innovative devices.
 Direct Marketing activities of Cipla Pharmaceuticals

Medical sales representative

Medical sales representatives are a key link between medical and
pharmaceutical companies and healthcare professionals. They work strategically
to increase the awareness and use of a company’s pharmaceutical and medical
products in settings such as general practices, primary care trusts and hospitals.

Based in a specific geographical location, and usually specialising in a particular

product or medical area, medical sales representatives try to ensure clients are
aware of, buy and subsequently use their company's products. They may also
make presentations and organise group events for healthcare professionals, as
well as working with contacts on a one-to-one basis.

Typical work activities

In Cipla, the process of selling involves contacting potential customers,

identifying their needs, persuading them that your products or services (rather
than those of competitors) can best satisfy those needs, closing the sale by
agreeing the terms and conditions, and providing an after-sales service. Medical
sales representatives do all of this and more.

In particular, typical work activities include:

• Arranging appointments with doctors, pharmacists and hospital medical

teams, which may include pre-arranged appointments or regular 'cold'
calling;
• Making presentations to doctors, practice staff and nurses in GP surgeries,
hospital doctors, and pharmacists in the retail sector. Presentations may
take place in medical settings during the day or may be conducted in the
evenings at a local hotel or conference venue;
• Organising conferences for doctors and other medical staff;
• Building and maintaining positive working relationships with medical
staff and supporting administration staff e.g. receptionists;
• Managing budgets (for catering, outside speakers, conferences,
hospitality, etc);
• Keeping detailed records of all contacts and reaching (and if possible
exceeding) annual sales targets;
• Planning work schedules and weekly and monthly timetables. This may
involve working with the area sales team or discussing future targets with
the area sales manager. Generally, medical sales executives have their
own regional area of responsibility and plan how and when to target
health professions;
• Regularly attending company meetings, technical data presentations and
briefings;
• Keeping up with the latest clinical data supplied by the company and
interpreting, presenting and discussing this data with health professionals
during presentations;
• Monitoring competitor activity and competitors' products;
• Knowledge of new developments in The National Health Service (NHS),
anticipating potential negative and positive impacts on the business and
adapting strategy accordingly;
• Developing strategies for increasing opportunities to meet and talk to
contacts in the medical and healthcare sector;
• Staying informed about the activities of health services in a particular
area.
 Direct Marketing to Doctors
Direct marketing to doctors traditionally refers to medical representative of the
company visiting hospital or doctor’s clinic. A lot of stress is laid on
maintaining a very healthy relationship with the doctors. For that various CRM
programmes are run by pharma companies. Pharma industry is one of the oldest
industries to practice CRM.

Cipla also focuses on maintaining a good relationship with doctors and its
medical representatives are very well trained on how to maintain relationship
with doctors.

Door to Door Marketing: Door to door means either clinic to clinic or hospital
to hospital. Here medical represents of Cipla personally visit doctors and
provide information about latest medicines and get tie-ups or orders with
company.

Whenever MR visits a doctor they carry handbooks, leaflets of the company’s

latest products. They also carry table calendars, paper weights or pens with
company ant product name on them. This is a medium of advertisement and
gifting these to doctors also helps in maintaining a good relationship with
doctors.

Company also gives parties to its selective client doctors. In these gatherings
company also provides product knowledge and also about company’s latest
achievements in research and development to the doctors. This serves three
main purposes :1st share company’s product knowledge and achievements with
doctors, 2nd create goodwill among the doctors, 3rd An effective CRM strategy.
 Direct to Consumer Advertising
Direct-to-Consumer (DTC) advertising has emerged as an alternative to
advertising to physicians, primarily because of the greater difficulty in reaching
physicians. DTC advertising has proven to be extremely effective in spreading
the awareness about a new drug released onto the market. According to an FDA
survey on the impact of direct-to-consumer advertising for prescription drugs,
DTC advertising creates significant influence on the attitudes of patients toward
particular medications.

Cipla has its medical representatives approaching the medical stores, they put up
small banners in the medical store promoting Cipla’s various products.

The medical representatives also gives various other leaflets, pamphlets, tent
cards & POP’s for promoting the Over-The-Counter products & spreading
awareness of the product & the company amongst the masses.

The representatives provide their new products like the eye & ear drops directly
to the consumers through the medical stores & advertise the same through the
medical stores.

Cipla has also appointed medbanner inc. to do its advertising through various
healthcare web pages & other related sites where the members can get upto date
information of the company’s latest product launches & product details. Here
the members can also place orders through the available links on the medbanner.
 Cipla Awareness Campaigns
Marketing through awareness programs is one of the major strategies of Cipla.
Cipla has tie ups with various prestigious hospitals across the country where it
promotes its drugs and medicines.

Various seminars and camps on medical issues like Cancer, Aids, TB etc are
sponsored by Cilpa. Hospitals conduct seminars or special campaigns which
provide a free interaction between doctors and patients like AIDS awareness
campaign, Cancer Eradication Week, Breast Cancer Awareness Week etc. Cipla
participates in these seminars and events by sponsoring them.

Sponsoring the events helps Cipla maintain healthy relationship with hospitals
and the medical fraternity and at the same time provides the platform to create
awareness about drugs offered by Cipla.

Various Medical Camps are also organised by Cipla at regular intervals where
Cipla provides medical facilities to people. During these camps apart from the
prescribed medicines, various other Over-The -Counter medicines are promoted.

Cipla recently organised Cancer Awareness Program in association with Fortis

Hospital in Delhi.

This can be termed as a CRM tool adopted by Cipla to maintain a healthy

relationship with doctors and patients.
 Marketing Through Internet

http://breathefree.com
Cipla under their public service campaign for asthmatics called Breathefree,
have launched a website called www.breathefree.com. The website is targeted
towards providing all the information about asthma. Everything from explain
asthma, cough, diagnosing asthma, treatment and control of asthma has been
provided on the website. Asthmatics can get access to all the knowledge that
they require. FAQ's Myths related to asthma, patient stories have all been shared
on the website. The website makes you aware of this dangerous disease and
helps you to combat it the right way so that you and/or your loved ones who
suffer from asthma can live a happy, active and a healthy life.

Medbanner.Inc

MedBanner has helped advertisers deliver targeted messages to doctor, nurse,

allied health practitioner and health care consumer audiences. Combining state-
of-the-art ad targeting technology and market expertise, MedBanner delivers
incomparable results for pharmaceutical, medical equipment and other health-
care related advertisers
.

Cipla has also appointed Medbanner Inc. to do its advertising through various
healthcare web pages & other related sites where the members can get up to date
information of the company’s latest product launches & product details. Here
the members can also place orders through the available links on the medbanner.

With the help of Medbanner , Cipla advertises on more various healthcare

websites and WebPages such as:
Yahoohealth
www.medicinenet.com
www.everydayhealth.com
www.medhelp.com
www.healthline.com
www.drugs.com etc.

X/procure
As a means to launch new products on a project-to-project basis and to ensure
high level of awareness for current advertised products, Cipla makes use of
X/procure’s multi tiered communication offering.
An added advantage of using X/procure system is that communication is a
direct channel of information straight from manufacturer to pharmacist, but also
the option of creating interaction with pharmacist says Cipla’a Marketing
Director
Pharmacists have access to Cipla’s advertisements exactly when they are about
to place their electronic orders. The x/procure system is mainly used by
pharmacists for bulk ordering, providing an ideal opportunity for Cipla to
advertise, promote and create awareness of its brands.

Direct Mailers
The company is not much into direct mailing due to high complexity of the
products & also because physicians expects their representatives to come in and
provide free samples & commission on prescribing the company’s products.