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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.’
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
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.
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.
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
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.
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.