tobacco cessation therapy, india, marketing strategy

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{ Building Tobacco Cessation Infrastructure in India Raunica Baweja April 2016

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Page 1: Tobacco cessation Therapy, India, Marketing strategy

{Building Tobacco Cessation Infrastructure in IndiaRaunica BawejaApril 2016

Page 2: Tobacco cessation Therapy, India, Marketing strategy

Project Brief India and Tobacco Existing Scenario Approach Challenges

Content

Page 3: Tobacco cessation Therapy, India, Marketing strategy

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

Page 4: Tobacco cessation Therapy, India, Marketing strategy

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

Page 5: Tobacco cessation Therapy, India, Marketing strategy

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

Page 6: Tobacco cessation Therapy, India, Marketing strategy

Approach

Educate & Create Awareness

Identify & Target Key Customers

Build Infrastructure

Marketing

Continuous Evaluation & Troubleshooting

Page 7: Tobacco cessation Therapy, India, Marketing strategy

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

Page 8: Tobacco cessation Therapy, India, Marketing strategy

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

Page 9: Tobacco cessation Therapy, India, Marketing strategy

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)

Page 10: Tobacco cessation Therapy, India, Marketing strategy

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)

Page 11: Tobacco cessation Therapy, India, Marketing strategy

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)

Page 12: Tobacco cessation Therapy, India, Marketing strategy

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

Page 13: Tobacco cessation Therapy, India, Marketing strategy

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

Page 14: Tobacco cessation Therapy, India, Marketing strategy

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

Page 15: Tobacco cessation Therapy, India, Marketing strategy

Thank-you

Page 16: Tobacco cessation Therapy, India, Marketing strategy

Backup

Page 17: Tobacco cessation Therapy, India, Marketing strategy

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