Selfish good deeds done digitally can yield higher sales in pharmaceuticals. Alkem Laboratories in Mumbai proved this by growing the market share of its dementia drug Donepezil from 37% to 43% in one year.
That’s impressive growth. Alkem added a patient-focused digital campaign to its marketing, a departure from the doctor-focused industry norm. First, it formed a ‘Dementia and Alzheimer’s Community of India’ Facebook group, which currently has over 50,000 members. Then it started sharing emotional videos on WhatsApp. A mobile application DonApp was added later. Their ‘I Remember’ campaign, launched in early 2016, killed two birds with one stone—it spread awareness about a mental condition that people are hesitant to talk about and allowed it to take the lead in a growing drug segment.