For this, 1) we need to
understand that Medicine being a regulatory segment will have
multiple checkpoints and hurdles in its movement from raw material
to the packaged product at the hand of the consumer. Time is a
critical component of the cost factor of the end product. One GST
has made an impact on this front and therefore the cost of the
medicines must get rationalised. This customer centric approach
will ensure a better touch of care for the consumers.
2. The Pharma industry is
also experiencing the Make in India impact where the leading
international pharmaceuticals are primed to manufacture their
products in the country and therefore influx of technology is
becoming evident. Though many unfavourable episodes of trademark
infringements and price centric lawsuits have deterred the entry
of international players into Indian Manufacturing, the
restructuring of policies are countering this fear and the huge
markets are making the best technology enter India Evident.
Smoother entry of raw materials to India too shall help this
factor become effective. This ensures production of better quality
medicines leading to better recovery of patients.
3. At the "moment of
sale", the patient needs a better hand holding than it is now
being handled, and a higher level of empathy is the need of the
hour. Currently, at the moment of sale, the packaged medicine is a
puzzle to the end customer and is accepted on the trust on the
Doctor. No harm in this, but very less information on the medicine
is imparted to the end user. As there is a system of Brand Name
prescription by doctors, it has taken a beating on trust levels of
consumer due to high incentivisation mechanism that prevails. A
hand from the Doctors to understand the medications better and for
that the due-diligence from the Pharma companies to provide good
amount of information that just doesn't meet the regulatory
compliance but also reassuring test results and a periodic region
wise data update of the effectiveness would do a lot of good for
the patients as a consumer.
The long queues suggest
the storefront needs to change. Also with India leading delivery
of innovations for market giants, achieving this for this critical
moment of sale experience is easily possible.
observation is that, if the medicines is dispensed better at the
moment of sale, the ill shall suffer less and recover faster,