Article preview reprinted from "PharmAsia News"- June 2, 2010
MUMBAI - Marketing of patented and branded drugs is a relatively new concept in India but going by the initial strategies put into play by multinational companies - most notably for the DPP-4 inhibitors Januvia (sitagliptin), Galvus (vildagliptin) and Onglyza (saxagliptin) - it has all the ingredients of blowing up into an all out war in the race to capture the mind recall of doctors.
Launched in 2008, Januvia has been a successful brand for Merck's India affiliate MSD, riding on its unique principles of "responsible pricing" coupled with a broader disease management approach - a hitherto untried concept by MNCs - and a few marketing consultants now recognize that Merck's launch ideas could set a benchmark when introducing new branded products in India.
Swashraya Shah, medical director, MSD, said that Januvia is firmly established in the Indian market as the first DPP-4 compound, but the task is far from complete.
"We not only have a head start in bringing Januvia into the market, but also in initiatives aimed at supporting physicians to improve treatment outcomes in their patients."
Januvia has earned wide recognition by winning best brand awards from the Organization of Pharmaceutical Producers of India and is tipped to have grossed millions of dollars in a short span of time. MSD officials were not keen to share the exact numbers.
Selling Drugs And Managing The Disease
Among some of the patient care programs for Januvia, MSD has on offer free diagnostic tests as well as consultations on lifestyle and diet through its online services Sparsh Healthline (meaning "touch" in Hindi). This, experts said, allows MSD to offer more than just the drug and is seen by doctors as extraordinary patient friendly moves. Sparsh has been able to network with more than 2,500 patients and 4,500 diabetes experts who are roped in for periodic counseling programs from its Hyderabad-based call center.
Underplaying rival pressure and launch of competing products, MSD's Shah says, "We are confident of bringing in more innovations to existing disease management programs and beyond that will continue to differentiate us in the market. We will constantly strive to become the preferred partner to physicians in the battle against diabetes." There was no mention of what is coming next in keeping the leadership.
IMS Health sales audit data shows that the top 35 metropolitan Indian cities contribute more than 85 percent of the total sales of the leading DPP-4 product. "It is a fast-expanding brand and could be expanding in smaller towns and cities soon," says Mahesh Kalsekar, principal, Commercial Effectiveness, IMS Health.
- Vikas Dandekar
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