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Democratising Healthcare

BY Anjana Naskar

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Q] What are the emerging trends in healthcare consumerism that are expected to shape the future of the consumer health industry in India?
In India, consumers are increasingly prioritising their health, which is resulting in a demand surge for preventive healthcare solutions. The pandemic has accelerated the adoption of digital health, offering a potential transformation in the consumer health ecosystem. Currently valued at Rs. 27000 cr, the consumer health industry in India is consistently growing due to the introduction of new brands and formats across categories by both local and global players. Additionally, there is an increasing trend in prescription (Rx) to Over-the-Counter (OTC) switches. Personalised medicine is gaining popularity, and overall, healthcare consumerism is on the rise. It is expected to continue gaining momentum in the future.

Q] How is Bayer Health democratising healthcare for Indian consumers?
In May 2021, Bayer launched its consumer health division to democratise healthcare for 1.4 billion Indian consumers. Bayer restaged flagship brands Saridon and Supradyn with contemporary packaging and insight-led campaigns targeted at young Indians. Leveraging a digital-first approach, we utilised cohort-based targeting and AI-based gamification solutions to drive brand awareness and trials. The restage of Saridon with the campaign ‘Sar Dard Chupao Nahi, Mitao’ led to consistent brand growth, while Saridon Advance, the brand’s first-ever line extension, also showed promising results since its launch a year ago.

A 2021 Nutrition Survey commissioned by Bayer revealed that daily diet provides only 70% of key nutrients. Encouraging consumers to complement their diet with Supradyn Daily led to consistent share growth. Then responding to consumer feedback, we developed Supradyn Immuno+ that contains tulsi and haldi for immunity. A 2022 skin survey commissioned by Bayer highlighted that 50% of young women with skin fungal infections still use ineffective solutions like talcum powder. Bayer re-launched the world’s leading antifungal brand, Canesten, in India, with a fresh campaign targeted at young women. The brand’s encouraging start last summer is poised to continue into the upcoming season.

Q] What innovative marketing strategies are you using to engage with your consumers?
Our campaigns use innovative methods such as AI-based smile detection gamification for Saridon, storytelling partnerships with Terrible Tiny Tales aimed at young Indians who are dealing with stress and pain, weather-based targeting for Canesten, and influencer-led campaigns for Supradyn.

Q] How do you plan to make self-care easy to understand and accessible for consumers? What specific strategies will you deploy to ensure the growth of your brand?
Going forward, we will be focussing on democratising healthcare access. We aim to bring together the global expertise of Bayer brands with our local consumer insights to develop and offer best-in-class self-care solutions to the 1.4 billion Indian consumers whom we serve. At Bayer, we recognise the importance of leveraging data and technology to empower consumers with knowledge and tools to make informed healthcare decisions. By making self-care easy to understand and accessible, we enable consumers to take control of their health and well-being.

Q] Can you comment on the company’s growth in this past year? What is your current market share in the consumer health category, and which markets have shown the strongest growth?
The company has achieved remarkable success since its launch, with impressive growth rates across all our priority markets. We have experienced double-digit growth across our core brands, making us the market leader in the headache segment with Saridon. Supradyn, on the other hand, ranks among the top six brands in MVM supplements. This success can be attributed to various factors, including efficient brand campaigns supported by science-driven products, an effective go-to-market strategy, and excellent execution.

A key driver of our success has been our deep understanding of consumer journeys. By gaining insights into the needs and preferences of our consumers, we have been able to develop campaigns and products that resonate with them. As we move forward, it is crucial for us to maintain our focus on these key success areas, while remaining agile and responsive to changing the market dynamics. By staying attuned to consumer needs and preferences and upholding our commitment to science-driven product development, we are confident in our ability to sustain accelerated growth.

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