2. Overview of Indian Pharmaceutical Industry
• 1990 - INR 5,000 crores
Turnover • 2009-10 - INR 1,00,000 crores
Indian • Domestic - INR 62,055 crores
Market • Exports - INR 42,154 crores
• Volume - World’s 3rd largest producer
Position • Value - World’s 14th largest
• One of the Lowest priced markets in the world
CAGR (PE) • 15.3% during 2011-12 to 2013-14
Production • More than 20% of the world’s generics
Top • Three out of the Global Top 10 fastest growing generic
Companies companies are from India
Future • Global Top 10 - Sales
(2020) • Value - INR 2,50,000 crores
3. Active Users - 100 crores (Oct, 2012)
Active Users - 20 crores (Dec,2012)
Video Views a day- 400 crores (Jan, 2012)
To conduct a study to understand the connectivity of Indian
Pharmaceutical companies on Social Media
• Whether people use online sources for health related information
1
• Whether entering a social medial platform help a Pharmaceutical
company
2 1. To share health related information
2. Create brand awareness
4. I Facebook Twitter Youtube
N COMPANY Video
T Likes Followers Tweets Subscribers
Views
E
AstraZeneca
R
N GlaxoSmithKline
A
Johnson & Johnson
T
I Merck (US)
O
N Novartis
A
Pfizer
L
Dr. Reddys
Cipla
I
N Ranbaxy (Volini, Revital)
D
I Glenmark*
A
N
Sun Pharma
Lupin
5. I Facebook Twitter Youtube
N COMPANY Video
T Likes Followers Tweets Subscribers
Views
E
AstraZeneca 12009 17387 1053 126 25732
R
N GlaxoSmithKline 69425 17405 1126 800 221683
A
Johnson & Johnson 38728 24507 3062 6493 7551651
T
I Merck (US) 5866 8053 1087 206 19251
O
N Novartis 20936 32190 2386 1688 561013
A
Pfizer 57721 36056 1100 501 733934
L
Dr. Reddys
Cipla
I
N Ranbaxy (Volini, Revital)
D
I Glenmark*
A
N
Sun Pharma
Lupin
6. I Facebook Twitter Youtube
N COMPANY Video
T Likes Followers Tweets Subscribers
Views
E
AstraZeneca 12009 17387 1053 126 25732
R
N GlaxoSmithKline 69425 17405 1126 800 221683
A
Johnson & Johnson 38728 24507 3062 6493 7551651
T
I Merck (US) 5866 8053 1087 206 19251
O
N Novartis 20936 32190 2386 1688 561013
A
Pfizer 57721 36056 1100 501 733934
L
Dr. Reddys No Page 469 619 0 0
Cipla No Page 2117 67 0 0
I
N Ranbaxy (Volini, Revital) No Page 566 12 34 39374
D No
I Glenmark* 75 No Page 0 44
Page
A
N
Sun Pharma No Page 544 126 0 0
No
Lupin 788 No Page 0 0
Page
7. Scope & Advantages of Social Media
Targeting
Flexibility
- Specified
HUGE POTENTIAL - Content
group
• Social commerce sales have the potential to High
bring in $30 billion each year by 2015** ROI
• 50% of these social commerce sales will
occur through social media** Cost per Faster
contact - feedback
Small loop
Offer a quick means to update information that is current and relevant
to the target markets
Complement other communication channels
**Mashable (Nov, 2012)
8. FDA GUIDELINES FOR SOCIAL MEDIA
PROMOTION
• “All advertisements for any prescription drug shall present a true statement of
information in brief summary relating to side effects, effectiveness and
contraindications, and there must be a fair balance in the benefits and risk
information provided to consumers.” - FDA
The guidance document published by the FDA in May 2009 did not provide
adequate guidance on the use of online technologies
Distinct features of non -print media add complexity
Defining information related to drugs with limited number of characters
available in each ad is a difficult task
9. RESEARCH METHODOLOGY
Participants
Age
Primary Research
Distribution N %
Type - Below 15 2 1%
Sample Random
Online and
Size – 310 Sample 16-25 166 54%
Paper
26-34 87 28%
Above 35 55 18%
Gender
Distribution
Secondary Research Male 238 75%
Female 72 25%
Various academic and industrial reports
Occupation
Distribution
Student 148 48%
Employee 138 45%
Business 11 4%
Housewife 6 2%
Others 7 2%
10. FINDINGS IMPLICATIONS
89% - Search online for health High Potential to increase their
INQUISITIVENESS
related information reach on online platforms
64% - Information they found Users don’t take chances, but
SENSITIVENESS online affect their decision to approach a doctor for specialist
seek a doctor advice
Seek for a second opinion from
RE- Re-verify the advice on online
another doctor even after
VERIFICATITION sources
approaching a doctor
16-25 years- 76% Facebook
ONLINE MEDIUM - Youth - Facebook (Other SM)
SPECTRUM Above 25 years - 74% Separate
Old - Company Website
website by the company
Care for others – Wish their
SHARING HEALTH 79% - Shared or sent health or
friends to read and get benefited
INFORMATION medical related information
from it
IMPACT OF 62% of the respondents had Develop a web site Satisfy
HEALTH stated that there was as minor people’s need which could make
INFOMATION impact on them a major impact on them
11. RECOMMENDATIONS
• Dedicated for providing health
Website & related information Leverage to
FB page build brand
Provision • In long run, it will widen the
of info. audience base
Different
approach • Based on the age groups
es
Type of • Facebook - Small problems
info. • Website - Deep issues (in detail)
12. RECOMMENDATIONS
Regulations - Social • Clear guidelines for promotion
Media • In India CDSCO should play a major role
• Application based service
Mobile Application • SMS based service
and Service • Precautions, Symptoms to be taken for the diseases
• Pharmaceutical company Articles More awareness Users can take
Authentic provider
correct decisions
RESULT
DIFFERNTIATION • Patients –
• Well informed
• Sharing Health
OUTCOME • Take care of
Information
their health
• Itself from its • Company –
competitors EDUCATION
• Brand
Awareness
• Trust
13.
14.
15. LIMITATIONS Scope for Improvement
• Sample Size was limited •Study conducted to understand the types of
health information they look for
• The accuracy of responses could have • Frequent searched topics
been varied between different
• Satisfaction with information available
respondents
• Preferences on getting updates of health
information
• The data available for Indian rules and
regulations on social media platform is • A study to understand
very limited as compared to that • Current focus and strategies of
defined by FDA international pharmaceutical companies
• Feasibility of replicating the same for
Indian companies
CONCLUSION - From the study, we understand that people use online
sources for health related information and pharmaceutical companies have a
great opportunity to explore social media platform for marketing their
products.
16. Appendix 2- References
• Promoting online sales of dental supplies. Journal of Medical Marketing 8: 137 – 143, Gadish, (2008)
• Promotion Audits, SDI Health, Yardley, Pennsylvania, (2009)
• Guidance for industry presenting risk information in prescription drug and medical device promotion –
Draft guidance. (Dec, 2011)
• The magical digital, Stephanie C. Ardito, (March 2012)
• Why Drug makers don’t Twitter, Businessweek, (Nov, 2009)
• 100% foreign direct investment regime in pharmaceutical sector, Economic Times (Oct, 2011)
• Estimating the value of internet marketing in the US pharmaceutical industry, Thani Jambulingam,
(2010)
• http://www.cliohealthcare.com/winners_media/2010/pr/pdf/401000796_1_supporting.pdf
• http://mashable.com/2012/11/01/facebook-sales/
• http://mashable.com/2011/08/16/social-media-marketing-stats-infographic/
