CSR & MARKETING

STRATERGIES
- By Akshay Saxena
 Corporate Social Responsibility
Business is an integral part of society. The existence of
business is totally dependent on society. So, it is the duty of
businessman to helps the society to solve the major problems
of society.
A businessman takes many things from society in the form raw
material, labour, land and also pollute the environment of
society. So, he can solve these problems by plantation near
the factory area and providing free facilities to employees and
people of the country. These days trend shows that almost all
companies are taken steps to becoming responsible toward
society.
 Arogya Parivar
Improving health at the bottom-of-the-pyramid
 Arogya Parivar: Mission
To improve healthcare access for the under-
served poor located at ‘bottom-of-the-pyramid’
using social-business approach
 Arogya Parivar
Background
• Launched in July 2007, by Sunita Bhalerao (CSR Head in India).

• Rural India market – 65% lack access to medication [www.who/novartis/india_1441/arogyaparivar]

• 80% are daily wage-earners & 40% earn < Rs. 65/- a day

• Key healthcare issues: water purification, sanitation, under-nourishment, iron

deficiency, vaccinations, TB, & diabetes

• Key obstacle : lack of awareness and weak health-infra

 Arogya Parivar
Novartis approach

• A complete healthcare solution and not just access to medicines.

• Built on 4As : Awareness – Accessibility – Affordability – Adaptability

• Supports development of poor healthcare infrastructure.

• Complete health value chain : patient awareness to drug compliance.

Arogya Parivar
social business model
SOCIAL BUSINESS

HEALTH EDUCATION AVAILABILITY

Referral Cards

Collection
Distribution

Medicine supplies
Health Camps Doctors
Community Education,
with city doctors Drug
Meetings vaccination
compliance
Network June 2013
 370 cells * in 11 states
 630 Educators &
Supervisors
 40000 villages with 42
million people
 35000 doctors & 20000
pharmacies

* cell = 100 villages over 35 sq. km with avg. 180,000 people

8
 Arogya Parivar
Outcomes

• Medicine access improved for 42 million

people in 40,000 villages.

• Health education to 5 million villagers

each year.
 Marketing practices
• In Novartis marketing practices are on the basis of
the type of products and needs as patients.

• Novartis ensures and follows ethical standards in

compliance with marketing.
 Principles followed in Novartis
1. Promotional practices must accurately reflect patient benefit.
2. Proper information to the customer .
3. Scientific info should be shared to remove the monopoly.
4. Hospitality must be appropriate, modest, consistent with local
practices.
5. The gifts must be inexpensive like MR giving some freebies to the
doctors like note pads, pens, calendar etc.
6. Any personal incentives are strictly prohibited.
7. Samples must only be provided to health care professionals only.
8. All the marketing practices are under local laws and regulations
THANK YOU