A vast percentage of the rural population in Punjab, India is afflicted with Hepatitis-C. However, treatment has not been adopted at the same rate. Research by Dr. Reddy’s Labs and other pharmaceutical companies trying to penetrate the market synthesised that the primary reason was the high cost of treatment. However, huge subsidies in treatment costs and introduction of Hepatitis-C treatment loans, were still unable to trigger any noticeable change.
I was involved in the ethnographic research, synthesis and execution of the culturally embedded marketing strategy aimed at delivering long-term sustainable impact towards adoption of hepatitis-C treatment.
After a month of launching, a 40% increase was seen in patients reaching out to formal treatment channels to undergo therapy. There also was a rapid increase in patients willing to be routinely screened for early detection of Hepatitis-C.