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Cipla's Rural Healthcare Strategy

Cipla is a major pharmaceutical company in India that began in 1935 with a mission of making healthcare accessible to all. Over eight decades it has expanded internationally while focusing on quality, affordable medicines. Though 67% of Indians live in rural villages, only 30% have access to quality medicines and rural healthcare infrastructure is poor. Cipla proposes to expand its rural marketing strategy through increasing availability via rural medical stores and practitioners, providing education and affordable prices, and generating trust in the community through health camps and employing local youth. The goal is to improve access to primary healthcare, especially for pregnant women and newborns.

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Abin Sha
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196 views15 pages

Cipla's Rural Healthcare Strategy

Cipla is a major pharmaceutical company in India that began in 1935 with a mission of making healthcare accessible to all. Over eight decades it has expanded internationally while focusing on quality, affordable medicines. Though 67% of Indians live in rural villages, only 30% have access to quality medicines and rural healthcare infrastructure is poor. Cipla proposes to expand its rural marketing strategy through increasing availability via rural medical stores and practitioners, providing education and affordable prices, and generating trust in the community through health camps and employing local youth. The goal is to improve access to primary healthcare, especially for pregnant women and newborns.

Uploaded by

Abin Sha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

RURAL

MARKETING
OF CIPLA
CIPLA
CIPLA BEGAN ITS HUMBLE JOURNEY IN 1935 WITH THE SOLE PURPOSE OF MAKING
HEALTHCARE ACCESSIBLE TO ALL.
FOR OVER EIGHT DECADES THE COMPANY DEDICATED ITSELF NOT JUST TO IMPROVE ACCESS
TO QUALITY HEALTHCARE BUT TO MAKE A DIFFERENCE IN THE LIVES OF PEOPLE AND IN THE
PROCESS ESTABLISHED AN ENVIABLE INTERNATIONAL FOOTPRINT.
TODAY CIPLA IS RANKED 3RD LARGEST IN PHARMA IN INDIA AND 3RD LARGEST IN THE
PHARMA PRIVATE MARKET IN SOUTH AFRICA AND IS AMONG THE MOST DISPENSED GENERIC
PLAYERS IN THE U.S
WITH OVER EIGHT DECADES OF CARING FOR LIFE, WE HAVE ADOPTED A PATIENT CENTRIC
APPROACH IN SAFEGUARDING THEIR INTERESTS THROUGH HIGH QUALITY AND AFFORDABLE
MEDICINES.
FINANCIAL HIGHLIGHTS
GEOGRAPHICAL SPLIT OF THE INDIAN
POPULATION
Population

11%

9%

13%

67%

Cities Towns Perlurban Villages


WHY RURAL MARKET?

Tremendous opportunity Less competitors in rural


market
WHY RURAL MARKET?

Increased acceptancy level Rise in income Government Initiatives


RURAL SCENARIO OF HEALTH

• About 70% of the population resides in villages only


• 30% have access to quality medicines
• Rural pharma industry constitutes to only 21% of total pharma
market
• Dominated by acute and ineffective therapy segments
POOR HEALTH CARE INFRASTRUCTURE

• Poor healthcare infrastructure


• Doctor patient ratio in rural areas is 1:20,000 as compared to 1:2000 in urban
areas
• The WHO norm is 1:250doctors are not adequately qualified.
PROPOSED MARKETING STRATEGY

AVAILABILITY
• Providing 24 hours medicine availability
• Online consultancy for patients
TRAINING
• Conducting awareness classes by company staff doctors.
AFFORDABILITY
• Providing medicines in affordable prices
EDUCATING AND HIRING THEM
• It mainly focus on rural youth peoples for better employment.
• Free education is provided.
CREATING TRUST IN THEM
• Conducting free health check ups.
• Taking health reports from them.
We are also focusing on pregnant womens and new born babies.
MASTER STEPS TO
FOLLOW

ACQUIRE RETAIN
REACH • Devise low-cost models for
• Robust approach to • Create trust and
relevance through an after sales support
the last mile • Anchor customer
• Focus on market ecosystem of
stakeholders relationships on trust
expansion • Invest in community
• Create sustainable • Define unique value
proposition for rural development
channel
relationships. customers
• Engage the right set
of influencers
HEALTH EDUCATION AVAILABILITY

Communit Rural Medical


y stores
Meetings Social Busines
Health
camps with s Door to door supply
doctors
Free
Rural medical
check-
practitioners
ups
Conclusion
• Our main mission is to improve health care access to the rural people using social
business approach.
• Our vision is to provide reliable primary Healthcare services at peoples door steps in the
very remotest village of rural India.
• It involves coordination and collaboration with government health services for the
immunization, micro nutrient sublimination .
• We are basically targeting on pregnant ladies and new born babies who need more care.
• Employment for rural peoples.
Thank you
Presented by Group 1:

Abinsha S M -01
James Donald J R -07
kattaboiena Yeshwanth -13
Marewad Vishnu -19
Priyanka Rani -26
Sripathi Sushma -33

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