The company is a market leader in bench-top HbA1c solutions. The key question that the project needed to answer was: How does the company sustain its CAGR growth? And prevent ASP erosions to annual discount demands from labs.
Primary research showed that penetration of HbA1c as a modality was < 5% in the addressable market, suggestive of the fact that there is enough headroom for market creation. The company was in a position to drive the market growth towards its objective by improving the category’s penetration in the existing market.
A dedicated B2C online campaign was created to drive consumer demand for HbA1c and drive foot falls to the labs with the company’s installed base. The objective is to create a market to drive the required growth. A focused communication strategy was also developed to position the company as a valued partner to counter the annual discount discussions.
Outcome
Today the company reaches out to ~ 9 Lakhs patients on a monthly basis with a defined call to action, them reaching the target microsite, searching for labs near them, and booking a test. The conversion rate has been > 5%.
The labs working overtime, have started partnering with this campaign and owing to the initial response have now begun linking their CRM to the sites.
#2 Repositioning the Product Offering for India
The company had acquired a vascular closure device for femoral interventions. The brand was not gaining traction in the Indian market. The company intended to diagnose the issue and relook its GTM for India.
The pricing challenges further compounded the issue as the customers did not see the value the product brought forth to warrant additional charges.
Primary research revealed that TG did not relate to the efficacy and TAT message element globally prevalent with the offering. It also gave us the perspective of the more relatable message elements.
The agency assisted the company in redefining the positioning statement & the value proposition from “efficiency” to “uncomplicate” procedures for high-risk patients.
All related sales tool/collaterals and clinical content were developed by the agency aligned to the defined S.T.P.
Outcome
The collateral with the revised messaging was deployed last quarter. The impact will be evaluated, and deviations will be addressed on a quarterly basis.
the initial response is positive.
#3 Creating Value for an Online Patient Education Offering
Owing to the latest FCPA guidelines on patient privacy, the company has a global mandate to relook at its patient engagement strategy. While the competition is strengthening its patient engagement through educators, the company intends to relaunch its online diabetes education platform in India.
The earlier launch was not successful as clinicians do not see the value an online engagement tool will add.
Remedium assessed its current strategy and revamped the offering’s positioning from a replacement of the diabetes educators to an additional resource that ensures any-time accessibility, patient confidentiality & standardized quality of education. This was based on agency’s own interactions with the stakeholders.
The entire communication strategy was redeveloped. The program logo was designed. A mascot called “Vishwas” was created to personify the message of credibility. A starter kit was designed to drive patient enrolment. All related sales collaterals for both online and offline engagements were developed.
Outcome
The campaign was launched last quarter. The initial response from the sales team is exciting. 70% of the initial lot of starter kits have been utilized. 1st Quarter objective of patient enrollment has been met.
#4 Driving Therapy Choice for a New Offering
Owing to the NPPA challenges in the ortho implant category and eroding bottom lines. The company intends to leverage its ortho-biologic solutions in India to cater to osteoarthritis patients, earlier in their disease lifecycle.
The company intends to launch solutions for mild OA (osteoarthritis) cases. Today the company primarily deals with severe OA cases where implants are required. The company is currently caught in a vicious cycle of installations being driven by patient’s demand for the therapy and vice versa. The objective is to create a dedicated B2C campaign for OA patients. The call for action primarily is for these patients to enquire about the therapy from their doctors thereby instigating a virtuous cycle of installations fuelled by improved therapy choice.
Remedium defined the communication campaign to address the emotional needs and create the demand for the solutions offered.
The medium is primarily online, including targeted FB promotion & SEO. Offline promotions are limited to in-clinic collaterals for patients, doctors, and tools to assist the paramedics and technicians. The messaging has been revamped to the emotional needs of “Don’t miss out on life” rather than focusing on pain management.
Outcome
The installed base growth as well as the number of patient enquiries has met expectations. Monthly online analytics are used to keep tab on NPS, and deviations are managed appropriately.
#5 Redefining the Value Proposition
The client is a social organization of global repute, working on the mandate of developing vaccines & monoclonal antibodies for TB, HIV & snake bites. If successful, these discoveries will change the way these diseases are managed, saving millions of lives globally. The client intended to make sure that these solutions reach all those who need it.
The client is extensively funded by government, philanthropists and international bodies. The NGO intended to engage actively with HNI individuals and their foundations in India to further attract funding in India.
Remedium is given the mandate of recreating the entire segmentation, targeting & positioning for their current offerings, crafting the key message elements and all required collaterals thereof.
Outcome
Remedium worked with the NGO in defining their call list as per the defined TG as well as helping them with communication of the said value propositions. The NGO started with the execution last month. The initial response seems positive. The KPI has been defined and will be reviewed on a monthly basis.
#6 Driving Therapy Choice Against a Well-Established Competition
The company has an innovative solution in the field of molecular diagnostics for screening and detection of TB. It is already approved by WHO and other Indian and International bodies of repute for TB diagnosis & screening. Just launched in India, its competition is mainly with well-established smear microscopy and cartridge/Chip based RTPCR systems.
Drive awareness for the modality and eventually choose among labs, public health professionals & clinicians in the target demographics. Create a campaign microsite that serves as a landing page for all online & social media promotions.
Create collaterals as per the defined positioning and key message elements for driving demand among the labs & clinicians. Create collaterals for labs so that they are able to promote the solution to their customers.
Outcome
One of the largest lab chains in India has already signed up a co- promotion contract for the technology.
The initial feedback for the collaterals is positive.
#7 Creating a Digital Ecosystem
The idea of returning to pre-COVID conditions is becoming less plausible and every business model has had to transform seemingly overnight. In the current scenario, healthcare companies, healthcare providers, and patients have had to make this change even quicker.
Data suggests that 80% of healthcare providers and patients will continue to practice social distancing in the long term. Other behavioral shifts include the adoption of digital services such as telemedicine and digital payments by patients, implementation of new sales and marketing channels by healthcare companies, increased spending on online healthcare and wellness by providers, and evolving public health infrastructure to name a few.
Our Client, an MNC pharmaceutical company intended to leverage the digital ecosystem by proactively reaching out to its TG through digital mediums like social media & emailer campaigns.
A complete digital ecosystem was created along with a campaign-specific microsite, social media platforms, etc. Clinical & creative content was developed align to the product positioning & company’s communication strategy. Platform like Marketo and SFDC were leveraged for deployment.
Outcome
The 1st phase of online deployment has been successful.
Although the process involved continuous use of analytics, the initial feelers seem to be promising in terms of established CTA and overall brand choice in favour of the client.
#8 300 MQLs per month with its digital infrastructure, strategic/clinical content development & campaign deployment for a prominent Japanese medical device company
A prominent global medical devices manufacturer in the flexible endoscope space. Their regional & country-specific marketing teams worked with Remedium to develop & deploy a country-specific digital campaign for APac markets.
- To develop and execute digital campaigns across social media channels and emails for their flexible endoscope offering.
- Target markets were India, Vietnam, Indonesia & Philippines
- The objective was to drive awareness and facilitate defined number of actionable and meaningful marketing qualified lead for the local sales teams and distribution partners.
Dedicated & End-to-End Creative Campaign – Social, paid Ads/ Mailer Campaigns & CRM Engagements
Clinically validated content development, development of Veeva V Vault dossiers & facilitation of all required MLR Approvals
Outcome
8 campaigns executed in 9 months.
5 Mn impressions per month
300 MQL per month
Nawaloka Hospitals PLC is one of the oldest Hospitals of Sri Lanka established over 35 years ago, with about 400 + beds, it is one of the largest Private Healthcare providers of Sri Lanka. Nawaloka Hospitals did not have a quality team and quality processes in place when the chairman had a discussion with our team to look for improvements in patient care, quality care and subsequently achieve JCI accreditation. Our Team led by Dr. Prabhu Vinayagam set out to establish a benchmark in Sri Lanka on how to accomplish JCI accreditation within the stipulated period of time.
The Timeline agreed was 8 months from start to finish to achieve JCI accreditation. As per JCI data, a hospital typically takes 18 to 24 months from the time of decision to go for accreditation to finally achieving accreditation. This was impossible from time-line perspective especially when none of the quality processes were in place.
- We set up action force to achieve this near impossible target.
- Firstly, a quality team was constituted- The quality team was tasked to recruit chapter heads from various functions.
- A detailed training was conducted for all the 50 team members.
- Chapter owners were appointed and responsibilities with clear deliverables and metrics were defined.
- From then on, we started to develop the policies. Each policy was implemented, continuous training was conducted daily. Clinical protocols and clinical pathways were established.
- 6 months down the line. All policies were implemented, and Mock Survey was conducted by International experts from Singapore to identify the gaps.
- Almost 150 gaps were identified. Further training was conducted, mock survey was conducted from International experts from Singapore. 25 gaps were identified.
- JCI final Survey was scheduled exactly 8 months from the first decision.
- Successfully achieved JCI accreditation (3 months were delayed due to bomb explosion in Sri Lanka and JCI had to postpone the Survey).
JCI standards Training
- MGM Hospital (Mumbai), Bombay Hospital (Mumbai), Phong chu hospital (Ho chi minh City), GKNM, PSG Hospitals (Coimbatore), Apollo Hospitals (Dhaka).
- A detailed understanding of Accreditation Standards from JCI.
- A 5 day training program covering all the standards of JCI Accreditation was undertaken.
- A detailed workshop with deciphering each standard and its measurable elements with examples and real time experiences were conducted to more than 2000 Participants.
- The workshop included case studies and other materials for better understanding of each standard and its implementation processes.
Mock Surveys
- Max Hospital Saket, New Delhi, Lanka Hospital Colombo Sri Lanka
- Mock Survey was requested for their re-accreditation process with JCI
- 5 – day detailed mock survey was undertaken with international consultants on the lines of JCI final accreditation process.
- The survey report was generated which outlines the good processes followed by the hospital and the gaps in the implementation process was reported.
- Based on the recommendation an improvement process was put in place and the hospitals successfully got their re-Accreditation
#9 Brand Awareness for a Global Player in Vascular Access Space
One of the biggest medical device manufacturers in the vascular access space in the world. Their Interventional SBU team engaged with Remedium for their Vascular Access Devices portfolio.
- The company enjoys a tangible brand share in the Chemo Port category in India. The market is defined as number of ports placed by Onco surgeons.
- However, since the category choice or type of access device was influenced by the clinical oncologist and the client had a negligible presence among the oncologists, the net penetration of the ports in the addressable market was very low.
- The objective was to drive awareness and facilitate a defined number of actionable and meaningful marketing qualified leads for the local sales teams from clinical oncologists, thereby driving demand with oncosurgeons.
Dedicated & End-to-End Creative Campaign – Microsite, Social Media, paid Ads, Search Engine Optimization, Google Ad Words, Reputation Management, Mailer Campaigns & CRM Engagements.
Clinically validated content development, development of Veeva V Vault dossiers for facilitation of all required MLR Approvals.
3 Campaigns Executed in 6 months.
600 K Impressions per Month
80 MQL per Month
INSTRUCTION: USE CHEMOPORT ART
#10 Development of Creative Campaign , Content Strategy & all Creative Assets
for a new rare disease product launch in India
A Multinational Pharmaceutical Corporation with interests in Biosciences, Rare Diseases & Oncology.
- The company intended to launch a new product for management of Hereditary Angioedima (HAE) in India.
- The objective was to create an end-to-end campaign for in-clinic launch, engagement and all associated BTL initiatives including CME toolkits.
Dedicated & End-to-End Creative Campaign and content-communication strategy for the India launch were developed.
Along with all required promotional assets Interactive Visual Aid, In-clinic collaterals, Videos, Animated detailers, CME toolkit catering to all required creatives for demo, display & distribution.
Clinically validated/referenced content development including Veeva V Vault dossiers for facilitation of all required MLR Approvals by Remedium’s clinical team
Timely delivery of a detailed content strategy and actual promotional and clinical assets for a successful product launch in India
INSTRUCTION: USE HAE illustrations without naming company or brand
#11 Market Intelligence
A Japanese Med Tech company with interest in flexible endoscopes category approached us to gain insight into the current market dynamics including its drivers and restrains in India. The client intended to validate its market understanding of secondary research and facilitate growth through better business planning, GTM strategy, sales force productivity, account management practices and customer relationship management.
As a means of better understanding, the company wanted to ascertain the following
- Business Impact due to the current COVID-19 crisis from Micro and Macro-economic perspective based on the interactions with Key CXOs, Procurement and Distributors and an Analyst’s perspective on the purchase behaviour impact and change.
- No. of MCI recognized Medical colleges along with approved MD/DM/DNB seats each year for each Product Segment along with trend.
- Market Segmentation on a 4-year horizon based on current and external validations.
- Competitive trends by Market share and estimated growth.
- Types of scopes along with trends, percentage and weightage:
- GI Endoscopes- Gastroscopes, Colonoscopes and Duodenoscopes; ENT Endoscopes- Fibreoptic and Video ENT scopes; Bronchoscopes- Fibreoptic Bronchoscopes, video & disposable Video Bronchoscopes; Ultrasound Endoscopes- Ultrasound Endoscopes and Endo-Bronchial scopes.
- Applications for GI, Pulmonology and ENT/SVS along with geographical penetrations region-wise and Tier I, II and III cities broad trends only with segmentation of Government, Private, Corporate and Charitable Trusts.
- Procedural volumes which will include no. of procedures and overall growth trends on a national level.
- Modicare, Ayushman Bharat & other Government/Private medical insurance impact on flexible endoscopy market, Govt Insurance policies & Healthcare reimbursement schemes trend, Cancer Screening process impact endoscopy market growth.
Diagnostics: Secondary research of India with validation from identified CXO’s, Users, procurers, distributors on 1-1 engagement with a maximum of 12 such interactions with representation across the identified regions and tiers.
Analyst interpretation: Analysis of the collated data from secondary research and the external validation and providing inferable information for business impact.
Detailed report: Comprehensive report covering all the required aspects and establishment of business opportunities in the immediate terms as well as future potential.
The Insight
We provided our client with a very detailed map of the market with existing and future market drivers . This helped our client strategize their short and long-term investments in India.
