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Mediwing Pharmaceuticals Pvt Ltd

DB Tone

Opportunity

Diabetes is often a lifelong ailment that requires constant care and control. Modern diets and lifestyles mean that more and more people are suffering from diabetes. Most people are looking for cures that can help them to control the disease. While there are many ayurvedic remedies that promise a safe and natural cure for diabetes, none is proven effective. DB Tone is has been perfected by senior ayurvedic physicians and has been seen to have good results.

Outcome

Greater acceptance amongst trade and customers with a marked increase in sale.

Background

DB Tone was an existing Ayurvedic preparation from Mediwing that was used to treat diabetes. Formulated by a leading Ayurvedic physician, DB Tone, had proved to be effective and was liked by customers who used it. However, there were many other Ayurvedic diabetes formulations in the market, including some from leading pharmaceutical companies that had big marketing budgets.

Challenge

Most sale of ayurvedic preparations such as this needs a push from trade. The first purchase for most customers is either a result of word-of-mouth or a recommendation from a pharmacist. Since other ayurvedic and pharmaceutical companies had ayurvedic preparations that were more well-known because of their ad budgets, pharmacists were more open to stocking their products. We had to get customers to ask for the brand so that trade would also be interested in stocking it.

Action

The need to was to generate customer enquiries at the pharmacists so that they would stock DB Tone.
The product had proven efficacy but was less known so we had to educate customers. We decided to use the testimonial route in our communication. No one is more convincing than someone who has used the product and benefitted.
A limited press campaign together with outdoor and print material was launched

Result

Sale showed a marked increase There was also an increase in the number of enquiries coming to the company from pharmacists.

In a competitive market with numerous Ayurvedic diabetes remedies and clearly dominant brands, our advertising strategy helped us to stand out and get considerable interest from customers

Cdr RM Nair Managing Director, Mediwing Pharmaceuticals Pvt Ltd, Cochin
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