tobacco cessation therapy, india, marketing strategy
TRANSCRIPT
{Building Tobacco Cessation Infrastructure in IndiaRaunica BawejaApril 2016
Project Brief India and Tobacco Existing Scenario Approach Challenges
Content
Sample Pharma Co. – Brand A (Nicotine Replacement Therapy Gum) Create awareness and educate on Smoking
cessation therapy Establish Brand A –vital role Encourage Doctors to practice Smoking
cessation therapy in their clinics
Project Brief
2nd largest producer and consumer of tobacco in the world
The Global Adult Tobacco Survey (GATS) in 2010 revealed that 34.6% of the adult population, used tobacco in one or the other form
Leading cause of preventable death The total cost of three tobacco-related diseases—
coronary artery disease (CAD), COPD, & tobacco-related cancers, is estimated to be over Rs308bn (US$7.2bn)
India and Tobacco
India’s central government has implemented several measures to control tobacco use
Pictorial health warnings occupying at least 85% of the principal display area of the tobacco package including the 25% of textual health warning
It is estimated that 70 % of smokers who wish to quit generally fail
Irrespective of the socioeconomic condition of the smoker, NRT increases the rate of quitting as much as 70%
Existing Scenario
Market for Nicotine De-addiction is
15 crore- Rs 20 croreGrowth rate 43%
Rs 720 crore est. market potential,
prescription-based products will make up
Rs 200 crore
Approach
Educate & Create Awareness
Identify & Target Key Customers
Build Infrastructure
Marketing
Continuous Evaluation & Troubleshooting
Information has to be shared with both the medical community & general public Hazards of Smoking Implications on well being of self and
family-passive smoking Benefits of smoking cessation, availability
of cessation services and its effectiveness.
Educate & Create Awareness
Medical community:Seminars, CME,
Exhibitions & Trade Shows, Mailers, Medical journal
articles, MR Visits
General public: Road Shows, Schools &
Colleges, Lifestyle exhibitions, Social Media,
Mobile app, E-mailers, Advertisements
Leverage on existing customers (Doctors & Clinics)
Tie-ups with recreational facilities, wellness clinics, rehab centers
Disease specific treatment centers (DOTs-TB, cancers etc.)
Collaborations with NGO’s, Government organizations
Identify Key Customers
Conduct survey to identify reasons for Doctors unwilling to prescribe
NRT Gum at ClinicPossible Reasons• Product considered to be OTC and
doctors intervention is not required• Patients self medicate for such
products• Product not in line with the
services provided at the clinic
Personnel requirements at ClinicsDoctors, Counselors other health professionals, Admin /Nursing Staff
Training personnel CME and regular training Smoking cessation programs
should be integrated in the primary health care delivery services with an appropriate monitoring & evaluation framework
Patient group counseling and success stories sharing
Family counseling
Building Infrastructure (1/2)
Therapy related requirements Treatment protocol for NRT, PIL Mobile application for monitoring & tracking
patient treatment progress, data management Website linking to NRT- brand A, Medical
equipment
Availability of product at pharmacy, retailers, local shops with appropriate display
Promotion- Primary target audience- individuals trying to quit smoking Promoting within the locality of clinic
(standees, kiosks, brochures, banners)
Building Infrastructure (2/2)
Target Rural and urban areas Integration of tobacco cessation into
existing programs (DOTs- TB, Diabetes, Fertility Clinics)
In clinic branding and PELs - patient education leaflets in waiting area
Social media campaign: Quit Smoking- Start living!, Breathe Free!
Dedicated website for the brand and therapy details with clinic information
TV Commercials, Magazine Ads & Internet Sites, health journals, Literature, Standees in public areas
Marketing(1/2)
Attractive and informative packaging Dedicated helpline-free counseling and resources to
quit Evidence based marketing to Doctors
Scientific evidence about smoking burden and smoking related diseases
Effectiveness of treatment/Different treatment format/Special categories of smokers
Scientific evidence about smoking cessation benefits using NRT Gum
Marketing(2/2)
Brand A as therapeutic partner
Evaluate the progress of the various initiatives undertaken
Regularly collect feedback from the customers as well as patients with regards to therapy regimen, services, products as well as effectiveness of communication
Evaluate sales patterns from various mediums like chemists, retailers ,local shops etc
Periodic data collection and analysis with corrective measures or actions if required
Continuous Evaluation
Lack of trained human resource to provide tobacco cessation therapy
Economically underprivileged sections and remote areas have limited access
Social stigma and preconceived notions of NRT
Withdrawal symptoms Existing players in NRT gum segment like
kwiknic, nicorette, nicotex, nicogum etc. Other segments like nicotine lozenges,
patches, sprays etc.
Challenges
Thank-you
Backup
Inform on health effects of smoking Programs to support quit smoking Reducing access to tobacco products by minors/Educating and
building skills among school-age Canadians Increasing product pricing through taxation/Restricting tobacco
product advertising and promotion Placing restrictions on where smoking may occur Creating social environments that support smoke-free living; Requiring Authorities to release information on the composition of
cigarettes and cigarette smoke Enhancing knowledge of dangers of continuing tobacco use and benefits of quitting Encouragement to quit with simple tips to deal with withdrawal Handouts with information on tobacco dependence and cessation
Initiatives to Quit Smoking