How can a pharmaceutical brand grow in a highly competitive Kerala
market?
In the cutthroat pharmaceutical market of Kerala, many regional pharma companies struggle to
gain visibility, recall, and consistent prescriptions—especially in chronic therapy segments such
as diabetes, hypertension, and cardiology. This case study explores how a structured
pharmaceutical marketing and consulting approach helped one local brand move from
stagnation to sustained growth.
Understanding the Kerala Pharmaceutical Market Landscape
Kerala’s pharma ecosystem is highly competitive and mature. Doctors, clinicians, chemists, and
hospitals are exposed to:
- Heavy generic saturation
- Strong presence of multinational and large domestic pharma companies
- High expectations for proven efficacy, compliance, and familiarity
The brand featured in this case (referred to as MediKerala for confidentiality) launched a
promising chronic care portfolio. However, despite quality formulations, their products failed to
gain traction.
What challenges were holding the brand back?
Market surveys and internal reviews highlighted key pain points: - Doctors were overwhelmed with 40+ competing brands per therapy area
- Chemists pushed low-cost generic alternatives
- Brand messaging lacked clear differentiation
- Sales teams struggled with scientific pitching
- Digital outreach was almost non-existent
As a result, brand recall remained low, margins were under pressure, and sales stagnated.
Why Did Initial Positioning Fail?
One critical insight was that MediKerala’s messaging blended into the noise. While competitors
focused on price or scale, MediKerala failed to clearly communicate:
- Better patient adherence
- Fewer side effects
- Sustained-release formulation advantages
Without sharp positioning, the pharma brand remained invisible in clinics across Kerala.
What Changed When Expert Pharmaceutical Consulting Began?
In early 2024, MediKerala partnered with Aptha Business Solutions for targeted
pharmaceutical consulting. During the first leadership workshop, the core issue was clear:
“Our brands look good on paper, but they’re invisible in clinics.”
Market Intelligence Through KYM (Know Your Market)
Aptha’s KYM service conducted in-depth field audits across Kochi, Trivandrum, and Thrissur,
involving:
- 50+ doctor surveys
- Field force interviews
- Channel partner analysis
Key findings included: - 70% of doctors could not recall MediKerala brands
- Sales reps lacked compelling, confidence-driven pitches
- Promotional materials were outdated
- Internal workflows needed streamlining
This research was customised for Kerala’s prescribing behaviour, regional buying patterns, and
local influences.
Strategic Actions Taken: From Insight to Execution
Aptha did not stop at diagnosis. Execution followed through structured pharma consulting
modules.
- Brand Audit and Competitor Mapping
Using the Aptha-Pharma module, competitors were analysed to identify gaps. A key
opportunity emerged:
- MediKerala’s strength in sustained-release formulations for chronic care
This advantage became the foundation for repositioning.
- Repositioning and Value Proposition Design
For the flagship diabetes brand, the positioning shifted from:
“Another anti-diabetic drug”
to
“The Adherence Ally — fewer daily doses, steady control.”
Messaging was supported by patient-centric narratives and real-life Kerala use cases, making
scientific benefits relatable. - Sales Force Training and Field Enablement
More than 20 medical representatives underwent focused training that covered:
- Empathetic doctor engagement
- Objection handling through scientific logic
- Role-play-based selling scenarios
This strengthened the confidence and consistency of the field force
What Results Did the Pharma Brand Achieve?
Short-Term Impact (Within 3 Months)
- Brand recall increased from 15% to 35% among surveyed doctors
- Prescription share rose:
o Diabetes therapy: +12%
o Cardiology: +20%
Mid-Term Growth (6 Months)
- Quarterly revenue reached ₹50 lakhs
- Overall revenue growth of 25%
- Chemist offloads improved by 40% due to improved POS materials
A field representative summed it up:
“Doctors now ask for our brand by name—it’s like night and day.”
How Did the Brand Scale Further?
With improved visibility and confidence, MediKerala:
- Added 4 new distributors in central Kerala
- Entered nutraceutical-adjacent segments for chronic care
- Improved cash flow through Aptha’s PMT services, enabling better procurement of
inputs and gifts
Overall business growth touched 20% year-on-year, with consultancy ROI reaching 8x within
the first year
Key Learnings for Pharma Brands in Competitive Markets
This transformation was not accidental. It highlighted several critical lessons:
- Niche positioning beats broad messaging
- Scientific communication builds long-term doctor trust
- Well-trained medical representatives are powerful brand ambassadors
- Local insights matter—Kerala’s health-literate audience values evidence-based
storytelling
Why Do Pharma Companies Partner with Aptha Business Solutions?
Aptha Business Solutions works closely with SMEs and established pharma companies across
Kerala through:
- SUP support for startups
- SPS screening for structured growth
- Field training and brand launch strategies
With experience training teams beyond Kerala, including Bangalore, and deep on-ground
market understanding, Aptha delivers customised, execution-driven consulting.
Can the Right Consultancy Change a Pharma Brand’s Future?
MediKerala’s journey clearly proves that the right pharmaceutical consulting partner can
transform positioning challenges into scalable growth engines. In highly competitive and
regulated pharma markets, success depends on clarity in product positioning, structured
pharmaceutical marketing strategy, and disciplined execution across sales and marketing
functions.
With expert pharmaceutical consulting, brands can align scientific communication, field force
effectiveness, doctor engagement strategies, and ethical marketing practices to improve
prescription pull and brand recall. A strong consulting framework also supports market
research, competitor analysis, territory planning, and ROI-focused decision-making—turning
uncertainty into measurable growth.
For pharma brands feeling stuck, the path forward begins with understanding market dynamics,
prescribing behaviour, and therapeutic competition—and then acting strategically through
data-driven planning, process optimisation, and consistent execution. With the right guidance,
pharma growth becomes predictable, sustainable, and future-ready