WEBVTT Kind: captions Language: en 00:00:13.167 --> 00:00:15.680  Good morning students. It is my pleasure 00:00:15.680 --> 00:00:21.600 to introduce Mr. Kamal Kishore with you. He is a practicing manager he has worked in international 00:00:21.600 --> 00:00:27.680 business for many years who would be better than a person like Mr. Kamal to share his views 00:00:28.320 --> 00:00:33.520 with you? And he will share his experience and knowledge in international marketing with you. 00:00:34.240 --> 00:00:39.360 I would give little bit of background of Mr. Kamal Kishore about his illustrious career. 00:00:40.240 --> 00:00:46.480 He is an MBA from XLRI graduation he has done in electronics and communication engineering. 00:00:47.520 --> 00:00:56.000 And he has work started his career as a service engineer with a very large German company Drager. 00:00:56.880 --> 00:01:03.120 He worked for Drager for their anaesthesia and critical care equipment. After Drager he 00:01:03.120 --> 00:01:10.400 joined BOC India Limited British oxygen which is now known in India as Linde India limited. So, 00:01:10.400 --> 00:01:16.400 he worked with Linde India limited then he became head of these north India sales. 00:01:17.120 --> 00:01:25.280 And after that he joined GE healthcare. You must have heard the name of the large health 00:01:25.280 --> 00:01:30.800 company GE healthcare. So, he was responsible as a sales manager for the northern part of the 00:01:30.800 --> 00:01:36.800 India. Then he has worked 11 years in ResMed in institutional sales in India and Indian 00:01:36.800 --> 00:01:43.120 subcontinent. So, this experience has given him an exposure to the international market 00:01:43.120 --> 00:01:47.840 how challenging is the international market to build the distribution network. 00:01:47.840 --> 00:01:51.680 He will discuss with that based on his real-life experience. 00:01:52.400 --> 00:01:59.760 And then last 2 years he is working with Aerogen in sales for business manager for India. So, 00:01:59.760 --> 00:02:06.160 he will introduce him he will give the background of these products. And he will also explain 00:02:06.160 --> 00:02:12.800 you about the strategy how he has gone into the international market. And what was the bottlenecks 00:02:12.800 --> 00:02:17.440 how he had resolved those. So, that will be a real learning from Mr. Kamal Kishore. 00:02:17.440 --> 00:02:25.120 Thanks a lot Mr. Kamal for accepting our request to join with our program. And I am sure your 00:02:25.120 --> 00:02:31.520 immense experience will help our students. So, Kamal the stage is now for you. Please go ahead. 00:02:32.400 --> 00:02:37.280 Thank you, Dr. Biswarup and warm welcome, to all the participants in this session. 00:02:38.240 --> 00:02:44.240 In this session of international business this is basically I am going to share my experiences from 00:02:44.240 --> 00:02:50.080 industry of several years of experience. And I am going to cover some of the topics and 00:02:50.080 --> 00:02:53.360 some of the practical approaches which normally a manager takes 00:02:53.920 --> 00:02:59.200 in managing the international business. So, in this session I would be covering briefly on the 00:02:59.200 --> 00:03:04.320 objectives of international business though you have studied in the theoretical part then how a 00:03:04.320 --> 00:03:10.080 business decision and strategic approach is taken. Who are the key stakeholders of the business? 00:03:10.080 --> 00:03:16.560 How important they are? Core strategies normally adopted in this and what are the action points. 00:03:16.560 --> 00:03:20.560 So, how you are translating these strategies into action points. 00:03:21.840 --> 00:03:27.920 Some of the basic understanding of the technical, clinical and product knowledge which helps you to 00:03:28.800 --> 00:03:34.640 refine your strategic decisions. And then distribution management process, 00:03:35.200 --> 00:03:41.600 common challenges you face. And I will be briefly also covering the India model, taking example 00:03:41.600 --> 00:03:47.360 of Sefam Health Tech, France where we started Indian business a couple of years back. 00:03:48.960 --> 00:03:54.480 So, you must be aware that international business is nothing but the business which is done across 00:03:54.480 --> 00:03:59.840 the borders. Not only in the country of origin but also in the multiple countries 00:04:00.640 --> 00:04:06.880 where you trade goods, services, technology, capital and knowledge. So, 00:04:06.880 --> 00:04:10.960 I had an opportunity to do international business and national business in 00:04:11.600 --> 00:04:15.840 various countries which is listed here. So, I am not going to read out all these things. 00:04:15.840 --> 00:04:22.880 But I had an opportunity to manage a healthcare, equipment and devices business in these countries 00:04:24.160 --> 00:04:29.280 which majorly covers anaesthesia equipment, ventilation, respiratory products, diagnostic 00:04:29.280 --> 00:04:37.200 equipment and aerosol drug delivery system. So, I would be taking as and when required these 00:04:37.200 --> 00:04:45.200 examples to explain you the basic concepts. So, normally the business practices which are 00:04:45.200 --> 00:04:51.040 adopted are exports, license-based trades, distribution and franchise business, 00:04:52.800 --> 00:04:58.560 foreign direct investments which includes joint ventures and some fully owned subsidiaries. I 00:04:58.560 --> 00:05:05.920 am not going to explain much theoretical part in this slide you must have studied. But most of the 00:05:05.920 --> 00:05:11.040 businesses are distribution and franchisee-based business which is in the normal practice. 00:05:15.440 --> 00:05:22.960 So, going to the next slide. Before entering to a new business market or new country 00:05:22.960 --> 00:05:29.600 what is most important is to decide which territory which country you want to do the 00:05:29.600 --> 00:05:34.240 business. And for that you should understand what is my product I want to take to that market? 00:05:35.040 --> 00:05:39.680 What is that market where I want to take this product? And what should be the ideal distribution 00:05:39.680 --> 00:05:45.920 channel to sale these products in the market? And there are few very important points which 00:05:45.920 --> 00:05:51.760 you have to consider while making this decision which includes the potential assessment of the 00:05:51.760 --> 00:05:57.040 market. Understanding the legal implications of the market, understanding what are the 00:05:57.040 --> 00:06:01.200 current practices of that market, customer practices and what are the preferences. 00:06:02.080 --> 00:06:08.720 And then identify the most potential territory of the market you want to target and this all 00:06:08.720 --> 00:06:13.920 planning has to be done on a timeline basis. It cannot be infinite time there has to be a 00:06:13.920 --> 00:06:22.320 timeline to start this process. The next step would be basically to again define what product 00:06:22.320 --> 00:06:30.160 strategy you are taking to cover that market that includes product portfolio, your pricing 00:06:30.880 --> 00:06:36.560 then among the customer base which is the most potential customer base you want to handle you 00:06:36.560 --> 00:06:42.480 want to target. And then what is the ideal sales channel which will take your product forward. 00:06:45.200 --> 00:06:49.760 So, again further there are few action points you have to see 00:06:49.760 --> 00:06:53.600 that what type of trade you want to do? You want to do export; you want to do a 00:06:54.800 --> 00:06:59.920 distribution network. You want to do a technological tie-up. So, what should be 00:06:59.920 --> 00:07:06.000 your trade type? What are the most important regulatory essentials you have to comply? 00:07:07.200 --> 00:07:12.320 What is your product planning product portfolio? And what is the most important 00:07:12.320 --> 00:07:17.440 winning strategy you have to fix without that you cannot succeed in that market. 00:07:18.480 --> 00:07:24.400 Then what is the sales and channel selection? Then you have to plan and execute your training 00:07:24.400 --> 00:07:30.720 sessions with different marketing activities you have to imply. So, all these things put together 00:07:30.720 --> 00:07:35.760 you are ready to go with the international market and you have to standardize your things. 00:07:38.640 --> 00:07:44.880 Now in the next stage you have to also see what is your internal planning and what the 00:07:44.880 --> 00:07:51.280 key stakeholders of your business. So, basically this is something like national support and the 00:07:51.280 --> 00:07:57.920 distribution channel both put together is going to target the market. So, internal as 00:07:57.920 --> 00:08:03.920 well as external customers both will have the key stakeholders to succeed in that particular market. 00:08:05.040 --> 00:08:08.240 So, in the internal you have to see who are your sales team? 00:08:08.960 --> 00:08:13.280 Who is the dedicated marketing team. Who is going to support you? What is the 00:08:13.280 --> 00:08:19.840 legal and logistic teams? Who is going to support that particular market? And in that market of high 00:08:19.840 --> 00:08:26.000 potential, who are the key stakeholders like who are the key decisions makers? Who are the users? 00:08:26.640 --> 00:08:30.720 Who is the technical team? Who is the purchase manager? So, these are something which is 00:08:31.360 --> 00:08:36.800 most essential to evaluate and focus upon because all are very important. 00:08:38.960 --> 00:08:45.440 In the internal side you have to keep a balancing because you have to deploy your sources very 00:08:45.440 --> 00:08:51.120 judiciously. So, that sales, marketing and logistic team put together gives a support wing 00:08:51.680 --> 00:08:58.800 to succeed in that particular market. It is a purely team building and because of the teamwork 00:08:59.680 --> 00:09:05.120 you are going to execute that market. You are going to execute that business model in 00:09:05.120 --> 00:09:11.600 that particular market. In the external side to the customer, everyone is important. 00:09:11.600 --> 00:09:16.800 Not only your key decision makers, your users, biomedical team and purchase team 00:09:16.800 --> 00:09:22.160 all are important. Maybe in some places some key stakeholder is more important than other. 00:09:22.880 --> 00:09:25.920 Maybe your technical team and a user's team are common. So, 00:09:25.920 --> 00:09:30.640 these are some exceptions you will see in the market but everyone is important in that. 00:09:32.720 --> 00:09:37.680 So, while starting that business operation you have to also set a revenue target you 00:09:37.680 --> 00:09:42.160 have to set a target for coverage. You have set up a target for building the 00:09:42.160 --> 00:09:48.000 awareness in that particular area whether it is a product known in the market or a product which 00:09:48.000 --> 00:09:52.400 is very new in the market. But awareness building is the key in that territory. 00:09:55.360 --> 00:10:01.600 Now coming to the next state which is very important. Normally 2 types of strategies are 00:10:02.480 --> 00:10:09.440 used in covering the international market whether it is a market creation or market share game. 00:10:10.160 --> 00:10:14.240 Market creation is something when you are bringing a new solution to the market which 00:10:14.240 --> 00:10:20.000 are not existing at all. So, a solution which is completely new in the market 00:10:20.720 --> 00:10:24.560 and you, have to create a new strategic approach you have to employ. 00:10:24.560 --> 00:10:29.760 And the customer you have to create the awareness in that area that you are providing a very unique 00:10:29.760 --> 00:10:35.360 solution in the market. So, it is a real breakthrough idea and value you want to 00:10:35.360 --> 00:10:40.320 establish in that particular market and you are giving a new solution. New roadways. 00:10:42.320 --> 00:10:47.760 Market share gain is another wing where the product is known, product is familiar 00:10:47.760 --> 00:10:51.600 and you are adding one more product in the market. So, it is a competitive product. 00:10:52.160 --> 00:10:58.160 This market is a competitive market. You have to win the battle with the help of unique solutions 00:10:58.800 --> 00:11:04.000 and unique services, your brand name. So, this is something very competitive market. So, your 00:11:04.000 --> 00:11:10.080 approach will be different. Sometimes there is one product and one market which is a competitive 00:11:10.080 --> 00:11:15.440 market. But for the same product there is a new market which is not targeted by your competition. 00:11:16.160 --> 00:11:22.480 That becomes your market for market building. So, this is a hybrid model. 00:11:23.120 --> 00:11:28.800 So, suppose I have taken example of this one device of obstructive sleep apnea treatment 00:11:29.520 --> 00:11:36.080 which is normally in the practice of respiratory care. But most of the patients of that particular 00:11:36.080 --> 00:11:41.520 disease goes to the ENT and cardiologist and they are not practicing, they are not suggesting 00:11:41.520 --> 00:11:47.360 the devices. So, that becomes a new market to be targeted. So, for the same product sometimes you 00:11:47.360 --> 00:11:55.840 have to also apply a hybrid model when the market is new and is a niche market. 00:11:56.800 --> 00:12:03.200 Now you need to understand well before applying to the strategy what are these 2 core strategies. 00:12:05.120 --> 00:12:11.680 So, if you talk about creating a new market it is altogether a new offering over the existing model, 00:12:11.680 --> 00:12:19.280 over the existing solutions. You are targeting a core group of strategic group. Who are your 00:12:19.280 --> 00:12:26.880 references? So, it takes little longer time to build a concept. So, you are selecting a group 00:12:27.520 --> 00:12:31.440 and you are educating that group. So, that this group becomes your referral group. 00:12:32.800 --> 00:12:41.920 Then you are creating a roadmap which is not basically known. So, it is a new 00:12:41.920 --> 00:12:49.200 roadmap you are creating and this is beyond the industries boundaries what others are offering. 00:12:50.160 --> 00:12:55.600 So, you are connecting the users functionally and emotionally. So, 00:12:55.600 --> 00:13:02.000 this is something you have to work hard you have to also apply a very strategic thinking. You are 00:13:02.000 --> 00:13:06.640 providing a solution which is far more different than the existing product in the industry. 00:13:07.760 --> 00:13:11.920 Second thing is market share gain which is head-to-head competition. 00:13:12.880 --> 00:13:18.400 There you will see that there is a competitive market lot of players are there lot of players’ 00:13:18.400 --> 00:13:22.400 offerings are similar. So, you have to play with the additional feature, unique features, 00:13:23.040 --> 00:13:28.400 additional solution, unique points, so many things. You have to keep your 00:13:28.400 --> 00:13:32.640 product differentiated. You differentiate for your product with the existing product. 00:13:33.440 --> 00:13:38.320 So, basically you are offering the similar product but some unique benefits 00:13:38.320 --> 00:13:42.400 in that product. So, it is a neck-to-neck competition, a head-to-head competition. 00:13:42.400 --> 00:13:48.240 Sometime price also plays a major game here because it has to be a value for money. So, 00:13:48.240 --> 00:13:52.240 these are the two market strategies you have to use and you have to apply. 00:13:55.760 --> 00:14:02.560 Now for the sales team for the distribution team it is very difficult to explain the strategy. So, 00:14:02.560 --> 00:14:07.200 you have to translate this strategy into action points. So, whenever they use 00:14:09.360 --> 00:14:14.640 those action points this is basically falling into your strategy. More or less 00:14:15.600 --> 00:14:20.960 the steps are same but the approach will be different. Suppose I have just listed out with 00:14:20.960 --> 00:14:27.280 my experience some of the action points and you will see that headings are almost similar but 00:14:27.280 --> 00:14:32.240 your approach will be different. Like if you see you are creating a market place 00:14:33.520 --> 00:14:39.040 your entire activity should be based on your objective and objective you to set up a new 00:14:39.040 --> 00:14:48.480 trend in the industry. You are giving a new solution to the industry. Now you have to start 00:14:49.520 --> 00:14:55.120 the acceptance of the product and you have to start with creating a reference of the product. 00:14:55.920 --> 00:15:02.240 So, for that it is very important that your sales team should be well familiar with the 00:15:02.240 --> 00:15:06.560 concept and they should buy that concept. Unless they are convinced on the concept, 00:15:06.560 --> 00:15:10.560 they are not going to start with that concept within the customer end. 00:15:11.680 --> 00:15:17.200 So, clinical conviction among the team their confidence among the team is very important 00:15:18.320 --> 00:15:23.120 then taking that conviction to the customer end. So, you have to convince 00:15:23.120 --> 00:15:27.200 the customer on the clinical conviction. If I am talking about health care in that domain; 00:15:28.080 --> 00:15:33.520 so building concept to the team building concept to the customer is very important. 00:15:33.520 --> 00:15:39.520 And for that you have to do lot many demos and lot many trials, lot many presentations. So, 00:15:39.520 --> 00:15:45.920 that customer buys those points. They start believing on your technology, they start believing 00:15:45.920 --> 00:15:51.680 on your solutions and they accept that solution. For that you have to also use lot of validations, 00:15:52.240 --> 00:15:56.160 you have to use references, you have to use a lot of politician certifications. 00:15:56.880 --> 00:15:59.200 So, a lot many things play a vital role here. 00:16:01.600 --> 00:16:09.280 Whenever you are providing a unique solution to the nearest available competitive product 00:16:09.280 --> 00:16:14.480 you have to be different. So, it has to be driven with the help of features and benefits. 00:16:15.200 --> 00:16:20.240 What feature you are offering? What benefit doctors are getting? That is most important. 00:16:24.160 --> 00:16:28.560 Also, it is very important that you should understand the point of view of customers. 00:16:28.560 --> 00:16:32.080 What is the customer's pain point? How you are giving a solution? 00:16:32.080 --> 00:16:38.960 Suppose there is a medicine which takes one month to treat a patient with lot many side effects. 00:16:39.920 --> 00:16:45.360 And if you are bringing a medicine which is relieving the patients in 3 days or 1 week time 00:16:45.360 --> 00:16:50.160 with minimal side effects. So, you have to do lot many clinical trials, 00:16:50.160 --> 00:16:56.080 lot many acceptances, lot many actions to be taken to promote that. Same thing 00:16:56.080 --> 00:16:59.280 applies to the medical equipment when you are launching a new technology. 00:17:01.200 --> 00:17:06.720 Now when I am going to the market share gain part again your strategy will be 00:17:06.720 --> 00:17:10.720 towards your objective and objective is to compete against the competitive product. 00:17:12.240 --> 00:17:18.800 So, you have to see what is the potential buyer and how your buyer is going to accept 00:17:18.800 --> 00:17:22.960 your product with the unique selling points? How your really unique selling points are 00:17:24.320 --> 00:17:29.280 carrying value over the competition? So, your customers should be well explained about 00:17:29.280 --> 00:17:34.080 unique selling propositions. They should be well explained with the unique 00:17:34.080 --> 00:17:40.560 features of the product. And also, your team should explain the competitive 00:17:41.360 --> 00:17:48.640 features over the available ones. Then lot of brand value, your references that will also help. 00:17:50.400 --> 00:17:56.400 You have to explain the customer what differentiating points over the competitions. 00:17:56.400 --> 00:18:02.720 It is all about neck-to-neck competition. What are you talking about in market share gain? So, 00:18:02.720 --> 00:18:09.440 if a product is new customer is new or a potential customer who has never seen that solution. 00:18:10.000 --> 00:18:14.560 You are not going to compare your product with the competition. You are going to pitch a concept 00:18:14.560 --> 00:18:20.400 which is new to the customer. When a customer is planning to buy a thing which is already available 00:18:20.400 --> 00:18:24.880 as two options with him and you are the third option. Then you have to have a competitive 00:18:24.880 --> 00:18:29.600 analysis of your product. So, these are the two strategies you have to take forward. 00:18:32.560 --> 00:18:38.160 Now going further all this concept whatever, we have discussed about 00:18:38.160 --> 00:18:45.280 I want to explain you with the help of the model available in the industry and how it is creating 00:18:45.280 --> 00:18:50.880 a difference. So, basically which product, what solution and what strategic approach you 00:18:50.880 --> 00:18:55.840 are going to take I am just going to explain my experience of previous organizations. 00:18:57.760 --> 00:19:02.240 If I take an example of a disease called obstructive sleep apnea it is normally a 00:19:02.240 --> 00:19:08.800 breathing related sleep disorder wherever patients sleeps, they snore. Snoring is a very common term. 00:19:09.360 --> 00:19:12.800 And in the night, they stop breathing. When they stop breathing, 00:19:13.680 --> 00:19:18.400 they take less hours of sleep because if they wake up frequently so their sleep is fragmented. 00:19:19.200 --> 00:19:24.000 And if they wake up very frequently, they are not able to sleep in the night. And if 00:19:24.000 --> 00:19:29.200 this lesser sleep continues for several years it leads to a lot of life-threatening situations. 00:19:30.800 --> 00:19:35.600 So, what happens when you sleep? You are not able to breathe properly in the night because 00:19:35.600 --> 00:19:41.360 of snoring and because of apnea. And there is a sound which is created because of the vibration 00:19:41.360 --> 00:19:47.040 of the soft pellet muscle in the neck. You will see in the fake picture the muscle is vibrating 00:19:47.040 --> 00:19:49.680 that is basically creating a noise that is snoring. 00:19:50.400 --> 00:19:53.680 So, in a nutshell I am not going to much detail of the clinical part. 00:19:54.240 --> 00:19:59.120 So, whenever you sleep you snore and you stop breathing and you wake up. So, that is the 00:19:59.120 --> 00:20:04.880 disease. So, now this disease needs to be treated because this is prevalence. The recent study shows 00:20:04.880 --> 00:20:12.560 that 33% of Indians are sleep deprived. Out of them there may be lot many patients lot many 00:20:12.560 --> 00:20:18.400 populations they may be suffering from OSA. So, why the treatment is essential? Because 00:20:19.680 --> 00:20:25.920 this prevalence of OSA is not only available in hypertension but obesity but any type of cardiac 00:20:25.920 --> 00:20:31.680 patients and that leads to life threatening situations of hypertension, diabetes and obesity. 00:20:32.320 --> 00:20:39.120 So, this is something which has a high potential market but whether this market is well managed. 00:20:40.720 --> 00:20:45.920 So, basically due to lack of awareness lot of healthcare professionals they are not 00:20:45.920 --> 00:20:50.960 giving much value to sleep Apnea. And they are not promoting or they are not 00:20:50.960 --> 00:20:58.240 suggesting the device or the equipment which is used to treat this condition. So, a high potential 00:20:58.240 --> 00:21:03.760 market but market needs a creation because lot of doctors a lot of healthcare providers they 00:21:03.760 --> 00:21:08.560 are not practicing voice. I am not going into much detail of the clinical side of it. 00:21:08.560 --> 00:21:13.200 But I am going to explain you that clinical pathway which will help you to understand 00:21:13.200 --> 00:21:17.920 how this business model will work. So, whenever a patient is having some symptom of 00:21:19.120 --> 00:21:23.120 breathlessness in the night or some symptom of lesser breath or snoring, they will go to 00:21:23.120 --> 00:21:30.480 a doctor. Doctor will do the risk analysis and then they will prescribe some diagnostic like if 00:21:30.480 --> 00:21:36.640 you go for chest X-ray or maybe at lab clinics a doctor will say okay go for a blood test. 00:21:36.640 --> 00:21:43.440 See in the same way if a patient comes to the doctor will say okay go for the sleep test. And 00:21:43.440 --> 00:21:49.280 sleep test there are two ways for the sleep test one you have conventional sleep lab test another 00:21:49.280 --> 00:21:55.520 is home sleep testing which is comparatively latest concept. In both the things patient has 00:21:55.520 --> 00:22:01.200 to sleep overnight for the sleep diagnostics. And when the patient comes positive doctor 00:22:01.200 --> 00:22:06.880 will suggest a device called auto CPAP. And his auto CPAP function is basically it will keep the 00:22:07.520 --> 00:22:10.160 breathing normal. So, patient can sleep in the night. 00:22:11.280 --> 00:22:15.440 Snoring is not there; breathlessness is not there and he can sleep well in the night. 00:22:16.480 --> 00:22:23.440 So, now in this business model of selling more and more CPAPs and auto CPAPs you need more and more 00:22:23.440 --> 00:22:31.040 testing. So, more and more diagnostic, more and more auto CPAP sale and more and more revenue. So, 00:22:31.040 --> 00:22:36.800 you have to see that which method of diagnostic is much cheaper, much easier for the patients 00:22:37.440 --> 00:22:43.040 and I can cover more and more diagnostics. So, that more and more CPAP sales can happen. 00:22:44.960 --> 00:22:50.000 So, now what the point I want to make it very clear here that understanding a pathway of 00:22:50.000 --> 00:22:55.200 the business is very, very important. Once you understand the pathway it is much easier for you 00:22:55.200 --> 00:23:02.560 to decide what is a strategy to be adopted. Few years back conventional sleep mat lab model was 00:23:05.360 --> 00:23:10.080 very important and it was into practice. Home sleep testing device was brought by 00:23:10.080 --> 00:23:14.960 ResMed by many other companies. Which has drastically changed the; market 00:23:14.960 --> 00:23:22.480 because more and more sleep testing happened. So, CPAP business started growing exponentially. 00:23:26.320 --> 00:23:33.040 Next, I am going to talk about COPD. This is again a chest related disorder where the patient lacks 00:23:33.040 --> 00:23:38.480 in oxygenation. And it is a progressive disease where over a period of time there is always lack 00:23:38.480 --> 00:23:43.200 of oxygen in the body. And this disease is treated with the help of a machine which 00:23:43.200 --> 00:23:50.080 is known as Bi-level machine. So, most of the respiratory physicians they diagnose the patient 00:23:50.080 --> 00:23:55.040 and they suggest Bi-level therapy to the patients. Now this is a very established concept. 00:23:55.040 --> 00:24:00.000 Doctors know that along with the drugs they have to suggest Bi-level machines and Bi-level 00:24:00.000 --> 00:24:08.080 machines are used by the patients. So, coming to the next point of different 00:24:08.960 --> 00:24:15.520 equipment available with two companies I am taking ResMed and Sefam as an example. As I explained 00:24:15.520 --> 00:24:20.080 you obstructive sleep apnea is a disease where treatment happens with the help of a CPAP machine. 00:24:21.200 --> 00:24:25.360 There is a disease called COPD where the treatment happens with the help of a Bi-level machine. 00:24:26.160 --> 00:24:30.240 And then a third product is mobile care ventilators and portable ventilators. 00:24:30.240 --> 00:24:34.480 That is also related with the respiratory disorder which is again for the very complex 00:24:35.040 --> 00:24:41.200 inspiratory and expiratory disorder. If you see the market of auto CPAP most of the pulmonary 00:24:41.200 --> 00:24:46.960 medicine doctors or respiratory physicians, they know the symptom, they know the diagnostic tools 00:24:46.960 --> 00:24:54.480 and they send the patient for diagnostics and CPAP machines are sold and prescribed to 00:24:55.440 --> 00:24:59.840 the patients. So, CPAP machines are prescribed to the patients and patients buy from the market. 00:25:01.200 --> 00:25:06.720 But if you see the prevalence of OSA which is highly available in obesity patients and 00:25:06.720 --> 00:25:14.560 cardiac patients also most of the patients also visit ENT doctors. But if these doctors these 00:25:14.560 --> 00:25:21.280 healthcare providers are not familiar with the diagnostic tool of OSA they cannot prescribe 00:25:22.160 --> 00:25:30.080 CPAP therapy to the patients. So, if you see in the terms of business strategy practice maybe 00:25:30.080 --> 00:25:35.120 the pulmonary market is a competitive market and it needs a competitive market approach. 00:25:36.080 --> 00:25:41.360 That is to market share gain, over many other companies available in the same segment. 00:25:41.360 --> 00:25:47.760 But when it comes to the ENT and cardiac and diabetes it is basically building a market because 00:25:48.560 --> 00:25:55.120 doctors are not using those diagnostic tools. So, here for the same product there are two strategies 00:25:55.120 --> 00:26:02.400 in two different care areas. If you see the next Bi-level it is an established concept. It is 00:26:02.400 --> 00:26:13.280 the established market whenever a patient is having COPD doctors are prescribing drug. 00:26:13.280 --> 00:26:18.080 Doctors are prescribing Bi-level therapy and patients are taking Bi-level therapy at home. 00:26:19.200 --> 00:26:25.360 But the same product are not familiar in the hospital care. So, in the hospital 00:26:25.360 --> 00:26:29.760 care it becomes a market creation in the home care it becomes a competitive market. 00:26:31.120 --> 00:26:35.600 Similarly, in the mobile care and portable ventilator it is well established in the 00:26:35.600 --> 00:26:40.640 hospital segment. Transporter ventilators are majorly used in different transport segments. 00:26:41.680 --> 00:26:47.760 But it is not practically it is not mostly used in home care market because of its complexity 00:26:47.760 --> 00:26:53.680 because of its cost. So, something in Indian market you have to create a market. Similarly, 00:26:53.680 --> 00:26:59.680 in many other neighbouring countries and many other countries mobile care ventilator in home 00:26:59.680 --> 00:27:06.640 care market is a new segment. So, again it is a combination. So, you have to decide which are 00:27:06.640 --> 00:27:12.720 your core market you want to target and in that core market what strategy you want to apply. 00:27:16.880 --> 00:27:22.960 Coming back to the next portfolio as I told you my slides are related with health care and mostly, 00:27:24.160 --> 00:27:30.400 I am covering the respiratory care domain. So, in the set as I told you in COPD patients or 00:27:30.400 --> 00:27:36.320 respiratory illness patients drugs as well as equipment as a Bi-level equipment both are used. 00:27:37.120 --> 00:27:42.800 So, I am coming to the next part. I am taking example of Aerogen product portfolio. 00:27:43.840 --> 00:27:48.960 Now Aerogen is a company who is manufacturing aerosol drug delivery system. 00:27:48.960 --> 00:27:52.720 And with a very unique technology which is known as vibrating mesh technology. 00:27:53.360 --> 00:27:59.200 So, before going to a little detail of this technology I will tell you what are the type of 00:27:59.200 --> 00:28:05.520 medicines or drug delivery methods used to treat any respiratory condition or any condition rather. 00:28:06.320 --> 00:28:11.680 So, you take oral medicine, you take nebulization medicine that is aerosol medicine, 00:28:12.320 --> 00:28:17.200 you take medicine through skin you take intravenous medicine in the form of injections. 00:28:17.760 --> 00:28:21.360 So, these are the various ways you take medicine to treat a condition 00:28:22.160 --> 00:28:27.440 whether respiratory condition or any other condition. So, Aerogen is related with aerosol 00:28:27.440 --> 00:28:33.760 drug intake and their treatment or their equipment are majorly for the respiratory care disease. 00:28:35.040 --> 00:28:42.240 Now why aerosol intake or the medicine taken in the form of a solution is most important. 00:28:44.640 --> 00:28:51.120 Whenever you take Aerosol medicine it directly reaches to the target area lungs and there 00:28:51.120 --> 00:28:58.000 is no minimal side effect of metabolism. Because you bypass so many organs you bypass 00:28:58.000 --> 00:29:04.080 liver metabolism you bypass your digestive tract. Drug directly reaches to the site of 00:29:04.080 --> 00:29:09.520 infection and then it treats the condition. So, first thing is that it is non-invasive process. 00:29:11.600 --> 00:29:16.400 Treatment and recovery is much faster. Absorption is much faster because your 00:29:16.400 --> 00:29:22.960 lungs covers a very wide surface area. And at the same time, you bypass so many vital organs. So, 00:29:23.680 --> 00:29:27.040 there is no side effect of the medicine. So, minimal side effects 00:29:27.760 --> 00:29:33.520 maximum treatment efficacy. Mr. Kamal, we need to take important for you to do that 00:29:33.520 --> 00:29:38.960 and then comes the pricing, then comes the distribution network, then comes training and 00:29:38.960 --> 00:29:46.720 then comes customer relationship management. And then finally Kamal has explained how crucial it is 00:29:46.720 --> 00:29:54.320 to capture the lead and to serve the customer. So, what should be a network of the call register? 00:29:54.320 --> 00:29:58.880 He had also highlighted about the digital marketing like you can do the digital 00:29:58.880 --> 00:30:05.840 marketing in Facebook, Instagram, LinkedIn and all those platforms. He has also mentioned that 00:30:05.840 --> 00:30:10.160 the participation in various exhibitions and seminars and the conferences of the 00:30:11.200 --> 00:30:16.000 pulmonary physicians. So, that is also very crucial to address the doctors at the same 00:30:16.000 --> 00:30:25.040 time the customers directly. So, he has covered the all the 4-P's including the 00:30:25.040 --> 00:30:31.040 most important part how the people management. And the training skills are required for that. So, 00:30:31.040 --> 00:30:38.320 this one very good learning session for all of you from a practicing manager 00:30:38.320 --> 00:30:45.280 like, Mr. Kamal. So, I would take this opportunity to thank Mr. Kamal for taking out his time and 00:30:45.280 --> 00:30:50.240 thank you Kamal it is an excellent session. I am sure the students will get lot of benefit 00:30:50.240 --> 00:30:55.600 from you. And the students if you have any questions, you can definitely put it there and we 00:30:55.600 --> 00:31:00.160 can discuss with Kamal and come back to you. Thanks a lot Kamal. Thank you very much for your 00:31:00.160 --> 00:31:05.040 time and thanks students. Thank you very much. Thank you Dr. Biswarup and thanks all students. 00:31:06.080 --> 00:31:12.320 Session is open you can put forward any questions. And it will be our pleasure to address 00:31:12.320 --> 00:31:16.400 your questions and give a suitable answer to that. Thank you. Thanks a lot.