Future outlook for Cipla and inhalation

therapy
CASE STUDY-
CIPLA LIMITED
masses.
Cipla could expand its efforts to areas with similar challenges in promoting inhalation therapy to the

: INHALATION
Develo
Cipla could continue to innovate and develop new inhalation products to meet the evolving needs of patients
with respiratory disorders. The company's existing portfolio of inhalation products has been successful in

THERAPY TO treating asthma and COPD, but there may be opportunities to develop new products for other respiratory
conditions.

THE MASSES
Collaboration with healthcare providers
Cipla could collaborate with healthcare providers, such as hospitals and clinics, to promote the use of inhalation
therapy and improve patient outcomes. By working closely with healthcare providers, Cipla could gain insights
into patient needs and preferences, which could inform the development of new products and services.
Additionally, such collaborations could help increase awareness and reduce social stigma associated with inhaler
use.
Introduction to Cipla
Limited
Cipla Limited, a leading pharmaceutical company in India, aimed to expand
its reach in the respiratory division by bringing inhalation therapy to the
masses. The company faced challenges in promoting inhalation therapy to
general practitioners and patients, as well as in designing key result areas for
their respiratory therapy managers (RTMs).

To address these challenges, Cipla conducted a trial run in Delhi, where

RTMs were trained to promote inhalation therapy to doctors and patients in
urban slums. The RTMs were successful in driving the adoption of new
inhalation practices, with an average of 31 out of 50 targeted doctors
prescribing inhalation therapy within six months.

Cipla's management considered the trial run a success and sought to

replicate the same effect in other territories. The company also
implemented various awareness initiatives, such as the Good Nebulization
Practice program and the Breathe free campaign, to educate doctors,
paramedics, and patients about asthma and its management.

Overall, Cipla's efforts to bring inhalation therapy to the masses were

pioneering and successful, with the company achieving its sales and
marketing objectives for the respiratory division.
 Overview of the inhalation therapy market
Device Varieties
The inhalation therapy market comprises a wide range of devices, including metered-dose inhalers, dry powder inhalers, and nebulizers,
catering to the diverse needs of patients with respiratory conditions.
Challenges faced by Cipla in expanding inhalation
therapy access
Limited awareness and social stigma
Many patients and general practitioners had limited
knowledge about inhalation therapy and preferred oral
medications to inhalers due to social stigma associated
with inhaler use. Patients also had misconceptions that
inhalers were meant for serious diseases and that once
their use was started, it would be a lifelong commitment.
This lack of awareness and social stigma made it difficult
for Cipla to promote inhalation therapy to the masses .
Limited reach in the general
practitioner segment
Cipla's sales team had been successful in generating
sales among chest physicians in urban areas, but had
not been able to achieve the same impact in the general
practitioner segment due to low awareness about
inhalation therapy and the social stigma attached to it.
The sales team had invested little time in the bottom of
the pyramid (BOP) segment, which had relatively low
business potential compared to that of chest physicians.
This limited reach in the general practitioner segment
made it difficult for Cipla to expand its market for
inhalation therapy .

Difficulty in designing key result areas for respiratory therapy managers

(RTMs)
Cipla faced challenges in designing key result areas for RTMs, who were trained to promote inhalation therapy to doctors
and patients in urban slums. The company had to balance the need for measurable business outcomes with the need to
provide optimal medical care to patients who were otherwise sub-optimally treated. This difficulty in designing key result
areas for RTMs made it challenging for Cipla to scale up its efforts to promote inhalation therapy to the masses .
Cipla's innovative solutions for
inhalation therapy delivery
1 Limited awareness and social stigma
Cipla could consider launching a large-scale awareness campaign to educate patients and general practitioners about the benefits of
inhalation therapy. The campaign could include targeted messaging on social media, radio, and television, as well as educational materials in
local languages. Cipla could also partner with patient advocacy groups and healthcare organizations to increase awareness and reduce social
stigma associated with inhaler use..

2 Limited reach in the general practitioner segment

Cipla could consider expanding its sales team to include more representatives focused on the general practitioner segment. The company could
also provide additional training and support to these representatives to help them promote inhalation therapy more effectively. Cipla could also
consider partnering with medical associations and professional organizations to increase awareness and promote the use of inhalation therapy
among general practitioners.

3 Difficulty in designing key result areas for respiratory therapy managers (RTMs)
Cipla could consider revising its key result areas for RTMs to focus more on patient outcomes and less on measurable business outcomes. The
company could also provide additional training and support to RTMs to help them provide optimal medical care to patients. Cipla could also
consider offering more competitive compensation packages to attract and retain top talent in the RTM role.
Future outlook for Cipla and inhalation
therapy
Expansion to other regions
Cipla could expand its efforts to promote inhalation therapy to other regions in India and potentially other
countries. The success of the trial run in Delhi suggests that the RTM model could be effective in other areas
with similar challenges in promoting inhalation therapy to the masses.

Development of new inhalation products

Cipla could continue to innovate and develop new inhalation products to meet the evolving needs of patients
with respiratory disorders. The company's existing portfolio of inhalation products has been successful in
treating asthma and COPD, but there may be opportunities to develop new products for other respiratory
conditions.

Collaboration with healthcare providers

Cipla could collaborate with healthcare providers, such as hospitals and clinics, to promote the use of inhalation
therapy and improve patient outcomes. By working closely with healthcare providers, Cipla could gain insights
into patient needs and preferences, which could inform the development of new products and services.
Additionally, such collaborations could help increase awareness and reduce social stigma associated with inhaler
use.
Conclusion and key takeaways
Innovative Approach
Cipla's unconventional approach of
employing respiratory therapy
managers (RTMs) with medical
backgrounds to promote inhalation
therapy to doctors and patients in
urban slums demonstrates the
company's innovative thinking in
addressing healthcare challenges.
Importance of Awareness Potential for Market Expansion
The success of Cipla's awareness
The positive outcomes of the trial run in
initiatives, such as the Good
Delhi and the subsequent plans for
Nebulization Practice program and
replication indicate the potential for
the Breathefree campaign, highlights
Cipla to expand its market for inhalation
the significance of education and
therapy to other regions and potentially
awareness in promoting the correct
other countries, leveraging the RTM
use of inhalation therapy and
model and awareness initiatives.
addressing social stigma.

Conclusion: Cipla's strategic initiatives, including the training of RTMs, targeted awareness campaigns, and the
successful trial run, have positioned the company as a leader in promoting inhalation therapy to the masses. The case
underscores the importance of innovative approaches, education, and collaboration in addressing healthcare challenges and
expanding access to essential therapies.
Future outlook for Cipla and inhalation
therapy

masses.

THANK YOU
Cipla could expand its efforts to areas with similar challenges in promoting inhalation therapy to the

Develo
Cipla could continue to innovate and develop new inhalation products to meet the evolving needs of patients
with respiratory disorders. The company's existing portfolio of inhalation products has been successful in
treating asthma and COPD, but there may be opportunities to develop new products for other respiratory
conditions.
Presented by:
Aman Pal 23PGDM008
Collaboration with healthcare providers Harshit Kumar 23PGDM026
Mohit
Cipla could collaborate with healthcare providers, such as hospitals and Jaiswal
clinics, to promote23PGDM034
the use of inhalation
therapy and improve patient outcomes. By working closely with healthcare providers, Cipla could gain insights
Ninad
into patient needs and preferences, which could inform the development Atre
of new 23PGDM037
products and services.
Additionally, such collaborations could help increase awareness andPoojan Pachisia
reduce social 23PGDM40
stigma associated with inhaler
use. Priyanshi 23PGDM042