Augmentin and Sensodyne, are as different as medicine and toothpaste. In fact, they are medicine and toothpaste, and the link between the antibiotic and the oral products for sensitive teeth is GlaxoSmithKline.
Augmentin is being detailed by the field-force promoting Sensodyne to dentists, GSK Pharmaceuticals Managing Director in India, Dr Hasit Joshipura, told Business Line , adding that dentists would need antibiotics to prevent infection. About 18,000 dentists are on the detailing network.
The multinational's strategy to use its field-force promoting pharmaceuticals to market consumer-care products, and vice-versa was rolled-out six months ago, he said, without divulging details. So it is likely that medical representatives talking to doctors on say, cervical cancer vaccines, could end up promoting Horlicks as well.
GSK Pharmaceuticals and GSK Consumer Healthcare are two independently listed companies in India.
And Dr Joshipura points out that the cross-promotions are at an “arms-length basis,” a “visible and transparent” arrangement that passes muster with the board of directors of both companies.
Field-force
GSK Pharma had almost doubled its field-force from 1800 to 3,200 recently.
Drug companies have been taking the consumer-care route to promote medicines that lend themselves to such promotions.
In fact, last year, drug-majors Ranbaxy and Pfizer had formalised an alliance with fast-moving-consumer-goods company ITC to tap rural markets for their over-the-counter (OTC) products. Little is known on how the alliance is doing over the last 10 months, but people familiar with the development observe the arrangement has its potential and benefits, but there are challenges when it comes to what medicines are promoted and to who, storage in semi-urban and rural areas and so on.
Drug companies and consumer-care companies come together to cross-promote or co-promote products, in an effort to improve access to their products, explains Dr R. B Smarta, Founder Managing Director of Interlink Marketing Consulting.
Consumer-care route
In the absence of an OTC policy, drug companies promote their low-involvement and low-risk products through the consumer-care route, for example pain-killers and syrups.
Companies tie-up their distribution and advertising networks to improve access, he observes.