It was a treat listening to Prof. Dr. Philip Kotler, live, last night at the Pharmastate Academy Zoom meeting on H2H Marketing: The Genesis of Human-To-Human Marketing. There were takeaways aplenty. One of them was the concept of PROSUMER. ‘The role of the customer changes as he is actively getting involved in the production process making her a ‘prosumer’ a consumer and producer at the same time co-creating value with the firm.’
The most influential marketer of all times turns 90 today. He is also known as the Father of Modern Marketing. No wonder, the nonagenarian in his latest book titled Marketing 5.0 writes about digital-savvy Generation Y, Z and Generation Alpha. He also elaborates how the emerging technologies should be leveraged for the good of humanity. Thank you Prof. Philip Kotler, for your concept of Technology for Humanity.
2-Deoxy-D-Glucose – a simple anti-cancer drug is now being repurposed as adjunct therapy for emergency use in mild to moderate hospitalized Covid positive patients. Dr.Akshay Budhiraja, Pulmonologist at Aakash Healthcare, New Delhi who conducted the clinical trials said that this drug reduces the oxygen dependency by 42%, reduces the viral load and turned the Covid patient negative as early as 3 days and as late as 8 days. The three phases of clinical trials were conducted on a total of 380 patients of age group ranging from 18 to 65. Pregnant cases and patients with immune suppressant therapy were not included in the trial. Dr.Budhraja added that the drug also reduces the requirement of steroids.
We all know that Glucose provides the energy at the cellular level for growth. In the glucose molecule, when the 2 Hydroxyl Group is replaced by Hydrogen, this 2-Deoxy Glucose inhibits the Glucose-6-phosphate Isomerase and the Hexokinase enzymes in the Glycolysis pathway. It cannot undergo further glycolysis. This inhibits the energy production at the cell level and thus the virus can’t grow or replicate. It is reported that 2 DG does not target the tissues in the kidneys and liver. Thus the oxygen dependency is reduced.
Glucose analogue 2DG is available in sachets in powder from and is to be taken orally with water. This drug was developed by Defence Research and Development Organization (DRDO) at the Institute of Nuclear Medicine and Allied Sciences, New Delhi. It was then collaborated with Pharma giant Dr.Reddy’s Laboratories and Centre for Cellular and Molecular Biology(CCMB), both based in Hyderabad.
The drug was launched by the Union Defense Minister and Health Minister today. We hope that the drug is equitably distributed to the patients who need it and help us to fight our war against Coronavirus.
- Success is a team effort. Every single person in Pfizer BioNTech was instrumental in the development of the vaccine.
- It can pay to put purpose first. The mission in mind was to save the world. ROI was never a consideration.
- Find a way to make the impossible possible. The challenges were to develop the vaccine with a sixth month time-line and produce and transport at arctic temperatures millions of doses that had yet to be finalized.
- When you set a huge goal, you must encourage the out-of-the-box thinking required to achieve it. People brainstormed new options on their own.
- Isolated Scientists from financial concerns and freed them from excessive bureaucracy. Our people didn’t need to worry about the budget targets or hitting our annual earnings per share expectations.
- The need to embrace cooperation in crisis. Work on Covid-19 with BioNTech began without a financial contract and terms of partnership.
Source: HBR May-June’21
In effect, the people who change our lives the most begin to sing to us while we are still in darkness. If we listen to their song, we will see the dawning of a new part of ourselves. Mother is perhaps the first to sing to us while we are a baby. I thought this quote of Gurudev is apt for Mother’s Day.
Colgate Palmolive company has always been the leader in the oral care segment of the FMCG market. In response to the market forces it introduced toothpastes containing herbal and natural ingredients. Its recent launch of Colgate diabetics advance ayurvedic solution targets a market size of 40 million diabetics in India. Interestingly there is no TVC about this new introduction. My first touch point was at the Pharmacy when my medicines were dispensed in a ‘paper- cover’ sponsored by Colgate informing us about the new toothpaste. This triggered me to check out their website and learnt that it is a toothpaste created with diabetes experts containing four ingredients Madhunashini, Neem, Jamun and Amla. Madhunashini is known for its wound healing properties and also helps treat caries. Neem is known for its anti-germ actions. Jamun is known for its astringent benefits. Amla is known for its anti-aging and antioxidant properties. What does brushing have to do with diabetics? With diabetes, one’s gums are more prone to infections. And these infections can make diabetes management difficult. Colgate thus got together with diabetes experts and formulated this special ayurvedic toothpaste that targets infection causing anaerobic bacteria. Now diabetics can prevent gum infection with Colgate diabetics advance ayurvedic solution . After having visited their website, I was targeted to another touch point on my mobile devise which had a ‘call-to-action’ to fill up a form to receive a free sample of Colgate Diabetics. Why wait for the sample, I told myself, and I’m already liking the taste of it.
Just Human 24-Hour Protection Hand Sanitizer – 250ml (Pack of 2) is a new launch made in India with US Technology. The Nanotechnology works on two compounds, 70% Ethanol and Quaternary Ammonium Compound (QAC). This creates an invisible protective Bionic shield on your hands which kills 99.9% of coronavirus. This has been proven in the US Labs. This protection is effective for 24 hours during day and night. The benefit is you rub the Just Human 24-Hour Protection Hand Sanitizer – 250ml (Pack of 2) once a day and beat the second wave. Don’t forget the Double Mask though.
Marketing 5.0: Technology for Humanity The most influential marketer of all time Mr. Philip Kotler gave a case study on Covid-19 as the Digitalization Accelerator. In his new book, he has written that during lockdowns and mobility restrictions, customers are becoming more dependent on online platforms for daily activities. He believes that the it has changed the behavior not only during the crisis but for long after. Interestingly he has written – Airports, such as in the one in Bangalore, introduced “parking-to-boarding” contactless experiences.
Did you know that there is a pharmaceutical company named Corona Remedies Ltd? No, it was not founded in Corona times. It has a long history since 2004 founded in Ahmedabad. It has manufacturing facilities in Himachal Pradesh and has wide range of products. It has acquired a few brands from GSK and Abbott and ranks in the top 50 Pharma companies in India. It has International presence and is also involved with CSR activities. Perhaps the promoters did not envisage that the company name would be a household name today, but for the wrong reasons. The right reason would have been if the pharmaceutical company manufactured remedies for Corona. I would recommend the promoters to seriously think in manufacturing products to enable us to fight Corona.
There could be more, but I discovered ten communities in India, to whom I can extend my greetings. Baisakhi in Punjab, Chaitra Navratri in West Bengal, Bihu in Assam, Biju in Tripura, Sajibu in Manipur, Ugadi in Karnataka, Andhra Pradesh and Telengana, Gudi Padwa in Maharashtra and Goa, Cheti Chand for Sindhis and beginning of the holy fasting month by Muslims. May the Almighty keep all of you safe, healthy and free from Covid-19.