LEVERAGING INSIGHT & TECHNOLOGY
IDEA IN BRIEF
70% of India lives in Villages – what we call Bharat. Much of primary healthcare is carried out by Rural Health providers. Our objective is to connect with these Rural health providers using the technology platform
DESCRIPTION OF IDEA
Our Research points to a large presence of RHP’s in catering needs of primary healthcare of Rural Bharat.
It is estimated that a minimum of 750 to 1000 RHPs are present in every district and states like UP there are more than 125000 RHPs catering to 15 Cr population while there are 69000 Qualified Doctors, Health Providers – most of these are located and catering urban population
Even though there are close to 3500 PHC’s in UP, the first point of contact for any primary illness will remain with RHP. Since most populations are daily wage earners – they prefer to treat their ailments early in the morning or late in the evening after their day’s work. Visit PHC means loss of a day’s wage and so it is only when the illness becomes more acute or critical.
BUSINESS NEED
IPM is over 1,00,000 Cr and it is estimated that over 25% of this market is for established brands. Most of these brands are prescribed by RHPs. Most pharma business models – sales & distribution have visibility up to a max of Tier 2/3 markets.
Multiple studies revealed that the lack of Presence of larger companies in these markets & non-engagement with RHPs and Distribution channel makes it challenging for the public to have access to quality medication and a risk of being supplied with Spurious or substandard medicines
LARGER NEED
Most RHPs practice is experience-based and usage of therapies like oral/injectable steroids, antibiotics, etc. is very high The side effects of such usage habits lead to an increase of diseases like Diabetes, CVD, etc.
It is important to bring awareness from Health Providers among RHPs about newer methods of giving safe medications like nebulizers, inhalation and provide them with Treatment initiation packs
KEY CHALLENGES
1. Meeting these RHPs is a huge challenge as they do not practice at fixed locations
2. Change in their belief shift takes time and effort
INNOVATION
Understanding RHP’s purchase points, influencers & operating models is critical in reaching them Most RHPs visit and use services of Authorised Hub Pharmacies as their supply points and have “Credit Transactions” to facilitate the procurement of medicines and other products to effectively treat rural patients. Each of the Hub Pharmacies caters to 40 to 60 RHPs.
Understanding and Mapping these potential Villages & RHPs with these Hub Pharmacies is critical by Health Providers.
Hub Pharmacies and pharmacists become a point of information and using audiovisual medium – can reach RHPs. All activities need to be conducted at Hub Pharmacies level & Baseline usage/practice and belief shifts of RHPs can be understood tracked.
OUR JOURNEY TILL DATE
GoApptiv has been working in these markets for the past 3 years and have insights into over 9000 Hub Pharmacies Rural wholesale pharmacies that cater to RHPs and markets
Our digital platforms such as Channelitix and Channel paisa digitally connect with these Hub Pharmacies/ Rural wholesale pharmacies. Pharmaceutical companies and Healthcare Organizations use these products to improve the supply of quality medicines to RHPs.
Built a digital eco-system called ConnectOD where we systemically deliver information & practice-related programs to RHPs through our certified rural healthcare suppliers.
NEXT STEPS
Build a digital eco-system where we can systemically deliver information & practice related programs to RHPs by Health Providers.
Connect the digital ecosystem that helps the RHPs for better diagnostics of disease and help decision to cure the ailment.
Deliver Treatment initiation and Therapy assistance packs & audiovisual content to bring a change in the treatment approach of RHPs
Sreeram Venkitaraman & Rajasekhar Parcha
(Sreeram and Rajasekhar are co-founders of GoApptiv Private limited and Health Providers, both have extensive experience for more than 2 decades in the Indian pharmaceutical and healthcare market and formed this organization to bring drive quality medical access to rural India.)
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