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Rural Markets
The Next Frontier
In this Presentation
• Market Size
• Key Challenges
• Pharmaceutical Companies entering rural
markets
• Road Ahead
• Vasu Strategy (Suggested)
India’s Strong GDP Growth Rate
Growing Global Share of India’s GDP
(%)
Population Growth Projection
Ascent of the Indian Middle class
percentage of the population
Indian Population’s expenditure
breakup as a % of overall disposable
income
Shift in disease profile toward chronics
Leading Indian firms are ramping up
sales forces
Institutional sales increase marginally
over the next 5 years
2010 Vs 2015 Projection
Pharma Growth Projections
Reasons of Growth
Geographical split of the Indian
population
Poor Healthcare Infra in Rural
• Healthcare infrastructure is poor, compared to
urban areas.
• The doctor patient ratio in rural areas is 1:20,000,
versus the urban ratio of 1:2000
• 1:250 ratio that is a World Health Organization
(WHO) norm.
• Doctors are not qualified, as most of them in
villages have Bachelor of Health Sciences (BHS) &
Bachelor of Ayurvedic Medicine and Surgery
(BAMS) degrees.
Source: India Pharma Inc.: Capitalizing on India’s Growth Potential
Healthcare penetration in rural areas is
significantly lower than in urban areas
Population Rural (72%) 742
Million Population
Urban (28%) 285
Million Population
Hospital % 31 69
Hospital Bed % 20 80
Doctors % 08 92
Doctors / 100,000
people
05 50
Spurious Pharma
sales %
75-80 20-25
Source: Novartis, Arogya Parivar:Health for the poor (April 2010)
Low awareness of diseases and
possible treatment
• People here have lower literacy levels and lack
awareness about various diseases & their treatment
option. They rely mainly on alternative forms of
treatment such as Ayurvedic medicine, Unani and
Acupuncture
• Incidences rate of Primary healthcare needs is higher in
Rural compared to Urban, ie. 108 /1000 persons in
Rural and 92/1000 persons in Urban
• Self-medication is less by 62% in Rural compared to
Urban
• Pharmacists advisory is 3 fold more in Rural compared
to Urban
Source: Novartis, Arogya Parivar:Health for the poor (April 2010)
Class Vs. Mass: Dr Penetration ratio(total
6.7 L registered practitioners)
Metro
Cities
Cities Towns Villages
Tier I Tier II Tier III Tier IV
Population 11 % 9% 13% 67%
Specialists 78% 20% 2% -
CPs / GPs 30% 35% 25% 10%
Non-MBBS 10% 25% 35% 30%
Source: Novartis, Arogya Parivar:Health for the
poor (April 2010)
Pharmaceutical companies entering
rural markets
• In the future, healthcare conditions in rural areas are
going to improve, rural consumers will have more
disposable income than they did in the past.
• The rationale behind this argument is that food,
shelter and primary education are virtually free in rural
areas, whereas a substantial chunk of income in urban
areas is spent on these necessities.
• According to estimates of the planning commission,
village dwellers have started spending 12% of their
household income on healthcare.
• This has resulted in a spurt of Pharma companies
targeting this market.
Multinational Pharmaceutical companies
are looking to enter rural markets
Company Rural Penetration Strategy
Novartis Arogya Parivar is Novartis’ rural marketing initiative, wherein it markets a
portfolio of drugs for common ailments such as diarrhea. Women and
children’s nutrition is sold in smaller packs, in line with rural affordability.
Novartis also organizes camps to increase healthcare awareness.
Pfizer Pfizer runs project Sanjeevani so that it can reach out to Tier II and below
areas. The project is mainly for its mature portfolio, thereby extending the
product life cycle of there well known brands.
Novo
Nordisk
They have set up mobile clinics all over Goa to diagnose people with diabetes
Eli Lilly Has a tie up with Self Employed Women’s Association (SEWA) in Ahmedabad
to educate, diagnose and treat people for tuberculosis
Sanofi
Aventis
Launched Prayas, aimed at bridging the diagnosis – treatment gap through a
structured continuing education program for rural doctors across India.
Source: IDFC India research, MNC Pharma, New Avatar (2010)
MR:Dr Ration Trends
Road Ahead
• The rural markets are the next volume drivers for the pharma
companies.
• In order to realise the full potential of the rural markets, we
must:
– create demand by increasing awareness, education and access,
– mobilize primary care givers and paramedics through health and
diagnostic camps,
– bring specific product solutions to the market, and use local
languages,
– innovative distribution channels
– make products affordable through appropriate pricing and packaging

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Rural market in India: A special reference to Pharma Marketing: Dr D K Mehta

  • 2. In this Presentation • Market Size • Key Challenges • Pharmaceutical Companies entering rural markets • Road Ahead • Vasu Strategy (Suggested)
  • 3. India’s Strong GDP Growth Rate
  • 4. Growing Global Share of India’s GDP (%)
  • 6. Ascent of the Indian Middle class percentage of the population
  • 7. Indian Population’s expenditure breakup as a % of overall disposable income
  • 8. Shift in disease profile toward chronics
  • 9. Leading Indian firms are ramping up sales forces
  • 10. Institutional sales increase marginally over the next 5 years 2010 Vs 2015 Projection
  • 13. Geographical split of the Indian population
  • 14. Poor Healthcare Infra in Rural • Healthcare infrastructure is poor, compared to urban areas. • The doctor patient ratio in rural areas is 1:20,000, versus the urban ratio of 1:2000 • 1:250 ratio that is a World Health Organization (WHO) norm. • Doctors are not qualified, as most of them in villages have Bachelor of Health Sciences (BHS) & Bachelor of Ayurvedic Medicine and Surgery (BAMS) degrees. Source: India Pharma Inc.: Capitalizing on India’s Growth Potential
  • 15. Healthcare penetration in rural areas is significantly lower than in urban areas Population Rural (72%) 742 Million Population Urban (28%) 285 Million Population Hospital % 31 69 Hospital Bed % 20 80 Doctors % 08 92 Doctors / 100,000 people 05 50 Spurious Pharma sales % 75-80 20-25 Source: Novartis, Arogya Parivar:Health for the poor (April 2010)
  • 16. Low awareness of diseases and possible treatment • People here have lower literacy levels and lack awareness about various diseases & their treatment option. They rely mainly on alternative forms of treatment such as Ayurvedic medicine, Unani and Acupuncture • Incidences rate of Primary healthcare needs is higher in Rural compared to Urban, ie. 108 /1000 persons in Rural and 92/1000 persons in Urban • Self-medication is less by 62% in Rural compared to Urban • Pharmacists advisory is 3 fold more in Rural compared to Urban Source: Novartis, Arogya Parivar:Health for the poor (April 2010)
  • 17. Class Vs. Mass: Dr Penetration ratio(total 6.7 L registered practitioners) Metro Cities Cities Towns Villages Tier I Tier II Tier III Tier IV Population 11 % 9% 13% 67% Specialists 78% 20% 2% - CPs / GPs 30% 35% 25% 10% Non-MBBS 10% 25% 35% 30% Source: Novartis, Arogya Parivar:Health for the poor (April 2010)
  • 18. Pharmaceutical companies entering rural markets • In the future, healthcare conditions in rural areas are going to improve, rural consumers will have more disposable income than they did in the past. • The rationale behind this argument is that food, shelter and primary education are virtually free in rural areas, whereas a substantial chunk of income in urban areas is spent on these necessities. • According to estimates of the planning commission, village dwellers have started spending 12% of their household income on healthcare. • This has resulted in a spurt of Pharma companies targeting this market.
  • 19. Multinational Pharmaceutical companies are looking to enter rural markets Company Rural Penetration Strategy Novartis Arogya Parivar is Novartis’ rural marketing initiative, wherein it markets a portfolio of drugs for common ailments such as diarrhea. Women and children’s nutrition is sold in smaller packs, in line with rural affordability. Novartis also organizes camps to increase healthcare awareness. Pfizer Pfizer runs project Sanjeevani so that it can reach out to Tier II and below areas. The project is mainly for its mature portfolio, thereby extending the product life cycle of there well known brands. Novo Nordisk They have set up mobile clinics all over Goa to diagnose people with diabetes Eli Lilly Has a tie up with Self Employed Women’s Association (SEWA) in Ahmedabad to educate, diagnose and treat people for tuberculosis Sanofi Aventis Launched Prayas, aimed at bridging the diagnosis – treatment gap through a structured continuing education program for rural doctors across India. Source: IDFC India research, MNC Pharma, New Avatar (2010)
  • 21. Road Ahead • The rural markets are the next volume drivers for the pharma companies. • In order to realise the full potential of the rural markets, we must: – create demand by increasing awareness, education and access, – mobilize primary care givers and paramedics through health and diagnostic camps, – bring specific product solutions to the market, and use local languages, – innovative distribution channels – make products affordable through appropriate pricing and packaging