TEAM NINJAS – IIM BANGALORE (Sairohith, Nihar)

The 5000-odd sales force of Dr. Reddy’s Labs reaches out to a huge number of registered allopathic
doctors, which can be effectively leveraged to create a brand loyalty and advocacy among doctors.

Active Engagement with Doctors

1.An active engagement and regular visits with the doctors which includes merchandise-distribution
by sales representatives, city and regional meets of doctors of a particular specialty (ex- Nephrologists)
organized by Dr. Reddy’s will go a long way in increasing brand association.

2.Organizing engagement activities with Doctors of various specialties at their respective conferences.
The presence of Dr. Reddy’s stalls at association-conferences of specialists can help to increase brand-
visibility and brand-recall among specialists for Dr. Reddy’s products. Prominent display of brands such
as OMEZ (Omperazole) at the Indian Society of Gastroenterology (ISG) Conference, HERVYTCA at the
NATCON IASO (Annual conference of the Indian Association of Surgical Oncologists) will help the
brand-recall with specialists such as Gastroenterologists and Surgical Oncologists respectively.
Advertising with journals of the specialists’ associations such as Journal of the Association of Surgeons
of India also improves brand-recall.

Special Strategy for improving market-penetration

1.This strategy calls for utilizing the sales-force, the VIVA (Viable Vision) inventory management
system as well as the sales force. Each pharmaceutical representative or sales representative will
collect information from medical stores in his territory, the data regarding the molecule-wise
prescriptions of doctors within the area and analyse the best performing brands / most-prescribed
brands for each API available with Dr. Reddy’s at the granular level.

3. For example, Dr. Reddy’s produces the branded formulation of TELSARTAN-H (Telmisartan 80mg,
Hydrochlorothiazide 12.5mg) currently has TELVAS-H from Aristo and TELSITE-H from Aventis
Pharma as direct competitors in the market. This medication is prescribed by cardiologists for
hypertension and the data about prescriptions of the molecule from drug stores are collected. It consist
of the doctor’s name and the brand prescribed.

Doctor TELSARTAN H (DRL) TELVAS H (ARISTO) TELSITE H (AVENTIS) Frequency of

Name prescription
in year
Dr. A 50
Dr. B 45
Dr. C 80
Dr. D 60
As seen from the example, cariologists C and D have higher advocacy for TELVAS H of Aristo while
Dr. B goes with TELSITE H of TELSITE H manufactured by Aventis pharma.

4. The task of the pharma. representatives of DRL would be to convert Dr. B, Dr. C and Dr. D to DRL
brand through strong emphasis during monthly visits. They should focus on advocating the lower
amount of impurity in TELSARTAN H as well as the efficacy of the drug to the specialist. The incentives
/ bonuses of these representatives should be based on conversions of doctors prescribing competitor
brands.

5. The information that is flowing thorough the system should be available at the aggregated company
level so that at the corporate level, strategies such as pricingand augmented advertising.

6. Apart from active selling from the sales representatives, drug availability should be augmented by
VIVA. Collaboration with online pharma aggregators such as NetMeds, 1mg can help improve
availability of drug to the end-user.