SUSTAINABILITY REPORT 2013-15 
   
 
 
People
Safety
Quality
Availability
Environment
Community
Productivity
Engineering
Excellence
Continuous
Improvement
Annexures
 
Summary Report
 
 
PRODUCT RESPONSIBILITY
MARKETING AND PROMOTION
 
Right from product labelling to promotional content, patient interactions to
doctor meets - we conduct our communication with utmost care.
Our marketing and promotional information is provided in an unambiguous and
precise manner and undergoes a stringent authentication process by our Product
Management and Medical Affairs teams. In the reporting period, no material was
recalled because of errors in medical communication.
During this period, we also strengthened our engagement with our customers via
new initiatives. Closed-Loop Marketing was initiated to deliver focussed and customised
marketing messages to individual patients. Apps were designed to keep the doctors
updated about happenings in their areas of expertise and Dr. Reddy's products.
The frequency of organising customer relationship programmes, scientific seminars
and symposia increased. We also continued to train our Professional Sales
Representatives (PSRs) to become well-versed with product information and
communication skills.
 
FY13-14    
Trainee PSRs   PSRs   Field Force
Over 21,000 man-days of classroom training   On-the-job training amounting to 500 man-days   4,500 man-days of training via e-learning courses
FY14-15    
Over 14,000 man-days of classroom training   On-the-Job training amounting to 649 man-days   4,600 man-days of training via e-learning courses
 
INITIATIVES
Marketing Excellence Workshop
A three-day workshop was organised on 'Strategic Approach to Marketing: Developing and Delivering Brand Strategy'. Pharma marketing veterans with work experience in Johnson & Johnson, Abbott, Pfizer and BMS shared best-in-class global marketing practices and some not-so-common concepts such as patient journey, behavioural objectives, and marketing metrics for key marketing activities.
 
Enhancing Engagement with Medical Practitioners
We continue to assist physicians in carrying out their professional responsibilities more effectively and efficiently. In the reporting period, we engaged with the medical practitioners through a range of initiatives on
platforms such as:
Indian Cancer Congress, Delhi
ACSICON Conference, Bangalore
Young Medical Oncologist Meet
National & Zonal Panel Meeting, Hyderabad
Rheumatology Round Table with Multispecialty Hospital
 
Keeping the Doctors
App-to-date
More the factual knowledge that
doctors have on the subject, higher is
their standard of care and better are the
outcomes. To keep doctors updated, we
have developed various mobile apps.
Cresp Nephro-Connect | Dutas T Urology Update | Vibrant Liver App | Razo GI App