Accenture B-School

Challenge: Season 4
INDUSTRY: LIFESCIENCES

Grizzlies
Nidish Ramakrishnan | Raghav Sarda | Shubham Patil
IIM Kozhikode
 Supply Chain Ethical Issues Marketing Technology Corporate Citizenship

Supply Chain and Logistics issues: Dealing with Logistics issues:

• India does not have a very efficient and sophisticated supply chain for medicine and
drugs
• There is no system in place to track the flow of medicine from one stake holder to
another and then to the final consumer/patient Network Capacity Cold chain Logistics
• As the demand for Covid-19 vaccine is very high there is need to manufacture extra • Partner with vendors to avail • Maintenance is required for old
capacity for drug production presence in all regions of the units which are not in use
• The cold chain logistics maintenance are key to provide potent vaccine market • Considering high demand new cold
• To ensure that falsified and counterfeit versions are not in distribution • Capability to handle over capacity storage units needs to be added
• Use Covid-19 patient data to Identify the critical locations where the distribution need • More sophisticated temperature
• Rent warehouse storage units with
to be prioritized tracking/control systems needs to
availability of cold storage
Supply Chain Network: be installed

• Capacity expansion for mass production of the Covid-19 vaccine

• Process standardization for quality assurance and consistency in vaccine Prioritization
Production
Value generated
• Work towards manufacturing of temperature stabilized vaccine • Daily region wise Covid-19 cases
Units/Factory • A new feedback system or process
should be put in place to track the should be closely tracked
usage of every unit of vaccine • Initially, the vaccine should be
• Improving the capacity for cold storage of medicinal drugs and vaccine • The vaccine which are damaged supplied to hospitals to make sure
• Tracking of incoming and outgoing vaccine & maintaining consumer records critical patients receive the doses
Regional should be tracked at every stage of
• Identify the critical regions/locations to prioritize for supply of vaccine
Warehouses the supply chain • Local pharma stores can be
• Over the counter sales be targeted at the later stages
restricted
• Quality check for available vaccine inventory and Cold storage units
• Eliminate falsified & counterfeit product by ordering from trusted sources
Hospitals/drug • The Vaccine should only be served to critical patients first then to others
stores Falsified & Counterfeit drugs Product Tracking
• Use of intelligent packaging and • Smart tracking systems, built into
supply chain tracking can help here primary & secondary packaging,
• The packaging can be promoted properly such that falsified drugs are easily • Product tracking can be used to can record activities across supply
identified identify any unauthorized chain in real time giving valuable
Patients • Collaborate with insurance companies to get reimbursement on vaccine movements or intervention of the information about shipment
vaccine • GPS location & route can be
captured & stored for future usage
 Supply Chain Ethical Issues Marketing Technology Corporate Citizenship

Factors behind Vaccine Priority and Final Rollout Strategy for India
Fair Priority Model CHOSEN METRICS FOR VACCINE PRIORITY AND INDIAN CONTEXT
Prioritizing such that premature death
Three Fundamental Values:
M1: Expected Years of Life Lost avoidance is achieved as compared to life
averted per dose of the vaccine expectancy at birth in India which is 69.16
Giving equal moral years
Benefiting People and Prioritizing the
concern for all
Limiting Harm disadvantaged Prioritizing in order to reduce the depth and
individuals M2: Projection of reduction in
poverty gap per dose of vaccine prevalence of poverty by the vaccine as 68.8%
of India population lives on less than $2 a day.
Prioritizing the objectives: Prioritizing such that there is an absolute
M3: Absolute increase in GNI
increase in GNI of India which is currently
Preventing Tackling Reduce and per dose of the vaccine
around 128 trillion rupees.
death, economic ultimately
especially distress and end
premature strain on community M4: Transmission rate Prioritizing as per transmission rates in different
death healthcare spread reduction states

Rationale behind choice of metrics for each objective: Phase-wise rollout:

Phase 1: Death Phase 2:Tackling Phase 3: Tackling

prevention (especially economic and social community
Fidelity to premature) deprivation; healthcare transmission
underlying ethical Simplicity Historical use strain reduction
values Vaccination for: States
Vaccination for: targeting more poverty Vaccination for:
Frontline workers, reduction, socially States with high
People with underlying disadvantaged, those with transmission rates
conditions at high risk underlying conditions at
Sensitivity
Ease of obtaining moderate risk
towards difficult-
estimates Metric: M4
to-measure harms Metric: M1 Metric: M1, M2, M3
 Supply Chain Ethical Issues Marketing Technology Corporate Citizenship

Need for marketing communication despite demand Marketing Communication Strategy for ABC
Marketing strategy will address safety concerns, fear, worry and misinformation
Vaccine Hesitancy

Factors behind vaccine hesitancy Role of HCPs in Personal-story

Leveraging opinion
educating patients: themed messages
leaders, celebrities
Misinformation, HCPs would be trained and testimonials :
Conspiracy Mistrust due to bad and influencers:
rumors and and adequately
theories experiences in the past
fake news informed about Study by Civis
While preaching as a
historical facts and Analytics found such
message can be
Lack of awareness Lack of trust in scientific evidence of messages to be most
avoided in the
regarding vaccine safety and vaccination safety. effective while
campaign, leveraging
importance effectiveness Sales reps would community protection
influence is important
leverage their was found worst-
in shifting public
connections and carry performing message
Implications of vaccine hesitancy and challenges in India opinion
this out virtually. surprisingly

1/3rd children in India are Low adult vaccination

not immunized by choice
(NCBI study)
Rise in anti-vaxxers
movement in India
through social media and
other platforms
rates and awareness in
India
Targeted educational
programs and
content:
This can address the
misinformation and
Worsening of pandemic
answer to hesitancy
possible due to such
factors both online
factors
(social media) and
offline
Encouraging and Call/SMS nudges for
rewarding positive vaccine and
behavior: recruiting volunteers
to tackle
Providing certificate of misinformation:
vaccination and other
such incentives to Tackling misinformation
leverage behavioral on social media with
change the help of volunteers
 Supply Chain
Supply chain paper trail (more so
because of COVID) can be
eliminated towards a road for
Blockchain
automation
Allows tracking shipment with
pinpoint accuracy and efficient
Smart re-routing of tasks with low to
Transport no delays
Easier material tracking and
sanity checks of storage can be
performed using IOT controlled
authorized devices
IOT
Purchase Order
Blockchain enabled Online purchase
enabling real time visibility of
entire supply chain
Consumption by patients
Identify regions where vaccine is
needed using Social Media
Listen to customer grievances
before competitors do
Ethical Issues Marketing Technology Corporate Citizenship
Tools and Techniques to Adopt
Health Awareness & brand Social Media Analytics
perception are improved by
Pre and Post launch, consumer sentiments, important concepts and stakeholders can
funding Continuing Medical
be analyzed from Twitter & Instagram (example shown below)
CME Education across Hospitals
For medical practitioners With minimal investment, consumer
wearing PPE kits, vitals and perception about the Vaccination
Smart hazard levels of surroundings campaign can be gauged
Wearables can be tracked
Repetitive and time-consuming Important Stakeholders can also be
routine tasks such as sample identified and their presence can
mixing, purification can be improve brand image
Intelligent automated Word Cloud for SmartMedicine Word Cloud for COVID-19
Robotics
Enhanced Value Chain
Planning & R/M Procurement Manufacturing
IOT enabled packages & storagess Routine manufacturing tasks can be
enhance traceability and reduce delegated to AI enabled robots to
inspection times reduce costs and time
Delivery to Hospitals Material Dispatch & Receipt
Vaccines and hazard alerts to Efficient routing and re-routing of
practitioners based on vitals shipments to save delay time
Hospital can be provided with free Enhanced transparency due to
CME to improve awareness Blockchain allows safe auditing
 Supply Chain Ethical Issues Marketing Technology Corporate Citizenship

Ideal Citizenship Positioning Business Operation Roadmap

Manufacturing It must be made sure that procurement of all raw

Freelance Citizenship
Q4
Shareholder Value
materials must be made in a sustainable fashion.
Process Internalizing sustainable practices leads to long
Activated term growth. Moreover, other processes such as
manufacturing should also be done sustainably
Citizenship
Q1

Strategic Partnerships must be made with Strategic

Self-Centered Position Corporate Social organizations such as NIE, ACCME and other
Q3 Responsibility
Partnerships
such organizations willing to sponsor the vaccine
Q2 to reduce costs and make the vaccine reach the
public

Social Responsibility

Ethical marketing should be followed at the

Most firms target Q2 –
CSR at the cost of
shareholder value
Three legged
sustainability strategy
must be at the core
Best position is Q1 - social different touch points involved. Sales must be
responsibility hand in hand prioritized for the people in needed. It should
with Shareholder value start with the front-line workers, tricking down
Marketing and towards the others (starting from weaker
Partnerships with gov. and Sales sections) as the supply chain and distribution
non-gov. sponsoring agencies networks are established
required
Thank you !