- September 9, 2014
- Posted by: Team EMeRG
- Category: APAC / ASEAN, BY MEDICAL TECHNOLOGIES, Diabetes Management, GTM Strategy, Medical consumables, Pricing Research
Overview: Market for Insulin Delivery in India
With >69Mn cases, diabetes represents significant disease burden in India. In Urban India, approximately 12% of adults live with diabetes, compared to only 7% in the United States and the United Kingdom. Indian insulin market is valued at over $230Mn with Novo Nordisk being the market leader. While rapid acting insulin is valued at >$35Mn, the market for long acting / basal insulin is about $48Mn.
Owing to affordability concerns and high cost associated with insulin pens, syringe and vial is the most predominant delivery system in rural areas. However recent trends reveal that the usage of reusable insulin pens have been increasing. Typically, analogue insulin is delivered in pen form (reusable as well as disposable). Most doctors initiating patients on insulin pen start the therapy with disposable ones. However, owing to cost benefit, reusable pens continue to remain the primary choice
Our Client: A global medical technologies manufacturer dealing with medical devices, medical consumables and drug delivery
Challenge Statement: For strategic planning regarding pricing, market access and overall marketing strategy, our client wanted to understand the future outlook of reimbursement of medical consumables in India
Research Methodology: Exhaustive secondary research was conducted across medical literature and commercial open sources to map the impact of diabetes on Indian population. Secondary research was also conducted to understand the current market dynamics of medical consumables and pathology labs in India. With CGHS and ESIS being the only two major social insurance schemes covering OPD costs of diabetes via owned dispensaries, secondary research was extended to similar insurance schemes to understand the current coverage and limitations.
In-depth interviews were conducted with diabetologists and other specialists, medical directors of hospitals; pathology lab owners, BU heads and product managers at Health insurance companies; pharmacies and patients.
Research Outcome: “Reimbursement” as a terminology in medical context is loosely understood in India. The possibility of medical consumables and diabetes delivery products being included within private health insurance schemes was ruled out. However, key state government schemes were identified and pricing strategies were evaluated.
Based on EMeRG’s recommendations, a top-level pricing strategy as well as penetration strategy into public accounts was created. Addressable market was estimated and internal understanding of customer segments revised. EMeRG’s understanding of local pricing dynamics, margins and procurement cycles helped streamline a long-term pricing strategy for our clients. By liaising with top KOLs, the long-term possibilities of reimbursement trends were assessed.