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OBJECTIVE
Two existent markets Branded Markets Unbranded Markets/Generics Objective
Our project is an overview on these two exhaustive pharmaceutical markets, and the various drivers and factors that affect the growth of these two markets
Indian companies have the largest number of US FDA (Food and Drug Administration) approved facilities outside US. Regulatory filings for around 70% of the drugs are going off patent in 2012.
Methodology
Secondary data: Economic Times, The Hindu as well as reports published by McKinsey and KPMG on the Indian Pharmaceutical Industry Primary data Online questionnaire was floated and responses collected from 224 respondents
Sampling decision
Majority of respondents were from Tier I cities, keeping in mind where the initiatives have been launched thus far. Due to unavailability or limited availability of individuals from Tier II and Tier III cities, the results of the study are more directly relevant for interpretation of Tier I , popularity, awareness and scalability.
SPSS was used to analyse the survey results along with Microsoft Excel, to find patterns and traits in respondents behaviour.
SPSS OUTPUT 1
Cross-tabulation between Preference and Gender
Inference
Gender
99 100 90 80 70 60 50 40 30 20 10 0 A Doctor prescribing both, the generic as well as branded name of the medicine A Doctor prescribing only the brand name of the medicine (e.g Crocin) A Doctor prescribing only the generic name of the medicine (e.g Paracetamol) 3 9 39 23 51 F M
SPSS OUTPUT 2
Family physician
Inference
Do you have a family physician?
78 80 70 60 50 40 30 20 10 0 A Doctor prescribing both, the generic as well as branded name of the medicine A Doctor prescribing only the brand name of the medicine (e.g Crocin) A Doctor prescribing only the generic name of the medicine (e.g Paracetamol) 9 19 45 No Yes 60
13
GRAPHS
Respondents who are unlikely to visit a doctor for a minor illness such as low fever, cold, cough etc. feel that the doctor should prescribe both the generic as well as brand name of the medicine.
14% A Doctor prescribing both, the generic as well as branded name of the medicine 62% A Doctor prescribing only the brand name of the medicine (e.g Crocin) A Doctor prescribing only the generic name of the medicine (e.g Paracetamol)
24%
This basically signifies that the above group of respondents most probably have a basic knowledge of illness and the remedies that go with it. So they are confident that they can move a step further and buy their medicines given the generic name of the drug used.
How likely are you to visit a Dr for having mild cold,fever etc.
60 60
50
40
30
20
15
17 9
15
10
4 1
0 A Doctor prescribing both, the generic as well as branded name of the medicine A Doctor prescribing only the brand name of the medicine (e.g Crocin) A Doctor prescribing only the generic name of the medicine (e.g Paracetamol)
Majority of the respondents who feel that the doctor should prescribe the generic name of the medicine want the same because they would get cheaper options of buying the same medicine.
Majority of the respondents who feel that the doctor should prescribe the brand name of the medicine want the same because they trust the doctor completely.
You would Visit a Doctor prescribing only the generic name for getting cheaper options of buying the medicine
120 102 100 80 60 40 23 20 0 A Doctor A Doctor A Doctor prescribing both, prescribing only prescribing only the generic as the brand name the generic well as branded of the medicine name of the name of the (e.g Crocin) medicine (e.g medicine Paracetamol) 12 21 6 Agree Disagree 120 100 80 60 40 20 0
You would like to visit a doctor prescribing only the brand name because you trust the doctor completely
Agree Disagree
A Doctor prescribing both, the generic as well as branded name of the medicine
A Doctor A Doctor prescribing prescribing only the brand only the name of the generic name medicine (e.g of the Crocin) medicine (e.g Paracetamol)
CONCLUSION
62% of the respondents feel that the doctor should provide the brand name as well as the generic name of the medicine and 14% of them said that they would be better off with only the generic name of the medicine.
This is a significantly huge percentage of the respondents that are willing to go ahead with the change and are demanding a better service from the doctors. The major reason behind this that they would get cheaper options of buying the same medicine. Although this is not the case always as sometimes the reverse can also be true. The benefit from implementing this would be that the role of medical reps, who influence the doctors to prescribe the medicine of their brand by wooing (rather bribing) them with various attractive gifts and offers, would be reduced and such malpractices would come to a halt.
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