CSR & MARKETING STRATERGIES

- By Akshay Saxena

Corporate Social Responsibility

Business is an integral part of society. The existence of business is totally dependent on society. So, it is the duty of businessman to helps the society to solve the major problems of society. A businessman takes many things from society in the form raw material, labour, land and also pollute the environment of society. So, he can solve these problems by plantation near the factory area and providing free facilities to employees and people of the country. These days trend shows that almost all companies are taken steps to becoming responsible toward society.

Arogya ParivarImproving health at the bottom-of-the-pyramid

To improve healthcare access for the under-served poor located at ‘bottom-of-the-pyramid’

using social-business approach

Arogya Parivar: Mission

Arogya ParivarBackground

• Launched in July 2007, by Sunita Bhalerao (CSR Head in India).

• Rural India market – 65% lack access to medication [www.who/novartis/india_1441/arogyaparivar]

• 80% are daily wage-earners & 40% earn < Rs. 65/- a day

• Key healthcare issues: water purification, sanitation, under-nourishment, iron deficiency, vaccinations, TB, & diabetes

• Key obstacle : lack of awareness and weak health-infra

• A complete healthcare solution and not just access to medicines.

• Built on 4As : Awareness – Accessibility – Affordability – Adaptability

• Supports development of poor healthcare infrastructure.

• Complete health value chain : patient awareness to drug compliance.

Arogya ParivarNovartis approach

Arogya Parivarsocial business model

Referral Cards HEALTH EDUCATION

Health Campswith city doctors

CommunityMeetings

SOCIAL

Drug compliance

DistributionCollection

Doctors Education, vaccination

Medicine supplies

AVAILABILITY

BUSINESS

Network June 2013

370 cells * in 11 states

630 Educators & Supervisors

40000 villages with 42 million people

35000 doctors & 20000 pharmacies

8

* cell = 100 villages over 35 sq. km with avg. 180,000 people

Arogya ParivarOutcomes

•Medicine access improved for 42 million people in 40,000 villages.

• Health education to 5 million villagers each year.

Marketing practices

• In Novartis marketing practices are on the basis of the type of products and needs as patients.

•Novartis ensures and follows ethical standards in compliance with marketing.

Principles followed in Novartis

1. Promotional practices must accurately reflect patient benefit.2. Proper information to the customer .3. Scientific info should be shared to remove the monopoly.4. Hospitality must be appropriate, modest, consistent with local practices.5. The gifts must be inexpensive like MR giving some freebies to the doctors like note pads, pens, calendar etc.6. Any personal incentives are strictly prohibited.7. Samples must only be provided to health care professionals only.8. All the marketing practices are under local laws and regulations

THANK YOU