The Indian Pharma-ceuticals Market (IPM) is estimated to

be over one lakh crore in size. There are more than 60,000 generic brands across 25 therapeutic categories. By one count, India had about 10,500 manufacturing units and over 3000 pharma companies in 2015. In this highly competitive and frag-mented market, Eris Lifes-ciences, which went public recently, has been able to carve a niche for itself to become a force to reckon with. In just a decade, the company holds a position among top 30 companies in its space in India.

So what makes Eris jour-ney different? Eris Lifes-ciences Chairman and MD, Amit Bakshi, said, “Ever since its inception in 2007, Eris emphasizes on meticu-lous products selection and focuses on its unique doc-tor-patient engagement model. This had positioned us in a different league even as a new entrant then, and helped us win a toehold and most importantly build trust among stakeholders. It was only natural that pre-

scriptions followed.” The life-sciences industry

has, over the years, wit-nessed a sea change says an industry watcher. The ear-lier practice of focusing only on developing and pro-moting products is not enough. A company must be

a solutions provider to the doctor as well as be like a service organization that works in tandem with the patients. Eris Lifesciences has been among the first In-dian companies to recog-nize it and work out its val-ue-proposition feels an in-dustry analyst. The com-pany has effectively lever-aged its strategy to find three fundamental gaps in the market viz. Diagnostics Gap, Therapeutic Gap, and Patient Compliance Gap.

Already among the fast-est growing companies in India, what next? Amit Bakshi says, “The disease burden on the country is very high. And, threat posed by lifestyle disorders is enormous especially con-sidering a large section of the population is young. Take, for instance, the inci-dences of more and more young girls reaching puber-ty earlier than their age these days, and developing Polycystic Ovarian Disease (PCOD) in later years. Imag-ine a large number of young women not able to enjoy the natural immunity enjoyed by them owing to lower es-trogen. Such areas will have unmet needs.”

Envisaging the future, Eris has ambitious plans in working towards solutions for lifestyle disorders.

Inception

Cipla health has been recently founded in March 2016 with an aim to make a differ-ence in the consumer’s everyday life. Re-search conducted has shown that while today’s consumers are now both aware of and concerned about their health, their increasingly demanding lifestyles impede their well-being. To fulfill their health-care needs, they seek out non-intrusive and proactive solutions that blend in seamlessly with their lifestyle. This in-sight, in addition to volumes of data gath-ered along the way, led the company to devise innovative healthcare solutions apt for the consumer of today.

Motivation

Cipla Health has a range of products that is testament to the philosophy of provid-ing everyday healthcare solutions that are not just world-class, but also improve the lives of consumers. Some of the com-pany’s products include Nicotex, Immuno Boosters for kids and Cofsils.

Nicotex, the flag-ship brand of Cipla Health, is a smoking cessa-tion product. With the sole purpose to make a healthier ‘smoke-free’ In-dia, Nicotex serves as an easy, convenient,

non-intrusive and smart way to quit smoking. Since its launch, Nicotex has provided a credible solution to hundreds of smokers to quit smoking.

Nicotex truly reflects the high quality of brand building that Cipla Health Ltd. is pursuing. This can be gauged from the fact that Nicotex has been one of the high-est awarded new launches in India across consumer categories. This includes the Nicholas Hall award naming the Nicotex campaign as the 2nd most Innovative Glob-

al OTC Marketing campaign, and multi-ple awards at Effies & Media ABBYs.

Immuno Boosters is another innova-tive product re-cently launched by Cipla Health. It addresses the is-sue of low immu-nity in kids by providing nutri-tional supple-ments that con-tribute up to 100% RDA (Recom-mended Dietary Allowance) of key immunity nutri-ents. For the first time in India, an immu-nity product has been launched in a kid-friendly choco-bite format, making it a healthy and tasty product that children love.

Another key offering that champions product inno-vation is Cof-sils, which has antibac-terial, antivi-ral and anaes-thetic proper-ties. The in-gredients in Cofsils come together to

provide quick relief from a sore throat in 5 minutes, and long lasting relief for up to 2 hours, making it more effective than non-medicated lozenges.

Prospective

Healthcare requirements of consumers are constantly changing. Products are be-ing created not only to improve the qual-ity of life of the consumer, but also help make the nation healthier and stronger. The quest at Cipla Health continues with a focus on creating innovative products that truly improve the lives of consum-ers.

Narayana Health (Narayana Hrudaya-laya Limited) has

grown tremendously in size and scope since its inception in 2000. Founded by re-nowned Cardiac Surgeon Dr. Devi Shetty, a single hospi-tal in Bangalore has expo-nentially grown to become India’s 2nd largest hospital network (by operational bed

count), with 23 hospitals and 7 heart centres across 18 cit-ies in India and an interna-tional hospital in the Cay-man Islands.

The group’s 3000 plus doc-tors specialise in over 30 medical specialities and per-form a wide range of proce-dures; from heart trans-plants to joint replacements;

all of which are performed at world-class facilities us-ing the latest medical tech-niques. Narayana Health group of hospitals are de-signed to be efficient, effec-tive and patient-friendly. State-of-the-art facilities in-clude the Da Vinci Robotic Surgical System, Bone Mar-row Transplant (BMT) units

built as per International standards and a dedicated Paediatric Cardiac Intensive Care Unit considered to be India’s largest post-surgical care unit for children born with congenital heart defects.

The facilities are built and operated to international standards; 14 hospitals are NABH accredited and 3 are JCI accredited (including Health City Cayman Is-lands). The trust that pa-tients have in the group is apparent; over 2.5 million patients were treated last year, including internation-al patients from across the globe.

The group’s achievements have not gone unnoticed, and the NH Group of hospi-tals have won numerous ac-colades over the years for the quality of their service and

care.What has not changed

since inception is Narayana Health’s commitment to pro-viding world-class health-care and patient service; it is an organising principle that integ rates Narayana Health’s legacy, its locations,

disciplines, talents and ex-pertise - the human mission is what binds everyone at NH. The tagline - ‘Health for all. All for Health’, captures the essence of the core belief in the democratization of healthcare - in India and around the world.

“Eris emphasizes on meticulous products selection and focuses on its unique doctor-patient engagement model. This has positioned us in a different league.”

Amit BakshiChairman and Managing

Director, Eris Lifesciences

WEDNESDAY, 22 NOVEMBER, 2017

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pg 2

T eens and twenties are the very years which lay the foundation for

the rest of one’s bright fu-ture! Now, imagine if you were to be confined to the bed during these years. Im-agine if you needed the help of someone to bathe and eat. If you cannot use the restroom, or change your clothes without the assis-tance of another person? How would that be?

This was the day- to-day life of 22 year old Ishwarya (name changed) who suc-cumbed to Rheumatoid Ar-thritis. The progressive con-dition damages all the joints in the body, crippling them completely in course of time. The complicated con-

dition of Ishwarya was looked upon as one that can-not be treated or where treatment was perceived as unyielding. With her condi-tion worsening day by day,

she was crippled and con-fined to the bed for almost 5 years with no hope. After a complete diagnosis of her condition, Dr. Muthu Ku-mar and the team of ortho-

paedic surgeons at Par-vathy Hospital, planned the surgery.

A total knee replacement for both her knees would en-able her garner the much needed mobility. The sur-geries were staged taking into account all her compli-cations and the responses her body could trigger dur-ing and after the process.

Clinical investigation and evaluation led to the surgeons understanding the reason behind her im-mobility. The Genu-valgum or knock- knee condition,

had her right knee bent at a 60 degree angle and the left knee bent at a 30 degree an-gle. This prevented her from stretching her legs which is the primary reason for her inability to stand or walk. Using her hands Ishwarya used to literally crawl from the bed to the chair or to the floor to even perform her hygiene activities.

The Juvenile Rheumatoid Arthritis condition made her bones extremely soft and the knee replacement process was done with ex-treme care. With both her knee joints replaced, Ishwarya is now able to stand and walk and perform her daily routine. She is back to pursuing her educa-tion, free to walk and do the things she wants without depending on anyone.

While Ishwarya has a long way to go, this first level mobility has opened the doors to her future. And a promising one at that!

How can we leverage tech-nology to improve treat-ment outcomes and short-en treatment times?>> Advancements made in oral health technology con-tinue to augment patient comfort, condense treatment time and enhances the com-

petence and accuracy of the entire dental procedure. Dentzz Dental Care Centres is one of the pioneers in cre-ating super speciality chain of cosmetic dental centres which leverages on novel methodologies that can aid in creating a superior dental

procedures that one desires. The centre is a one-stop-desti-nation that bestows patients with technological advance-ments like Digital Scan, 3D dental CT Machine, Bite scan, one-sitting crown, guid-ed implant procedures, Ro-botic dentistry and lasers in dentistry.

The several benefits that the new technology brings with it saves the patient a good deal of time where we also ensure, there is an added emphasis on patient educa-tion and superior aesthetics. The use of guided implant procedures in current times is fast catching up and has produced interest as a highly efficient, appealing and cost-effective alternative. The last few years have witnessed a revolutionary transition in how your perfect smile is de-signed to fit your personality.

Digital smile design just breaks the barriers of old-style dental implants.

These superior technolo-gies, not only safeguards the best tools to offer care, but also to provide the finest den-tal experience for the pa-tients.

How have advances in medicine shaped the art and science of dentistry?>> The path-breaking medi-cal advancements definitely have a major role to play in the radical transformation of dentistry. This new digital wave in dentistry offers con-temporary solutions for deal-ing with dental problems.

Every advance in dentistry is definitely an extension of the evolutions in medicines.

The present progressions in dentistry include the ap-proval of digital skills in all forms to spread the quality of care, and patient’s under-standing. In the arena of the contemporary dentistry 3D images that have been de-signed on scanned surfaces, radiographic and photo-graphic sets assist to smooth-ly capture the sign of diagno-sis and dental analysis.

The sphere of digital den-tistry has further been con-stantly developing and alter-ing to suit the innate dental requirements of the patients. Getting introduced to online skills in the oral practice has allowed timely and healthier discovery of oral disease, it has further augmented the consciousness among pa-tients convincing them to opt for the procedures of oral digitalization. The upcoming years of dental technology is sure to bring in many inspir-ing changes for dentists and oral surgeons, but for pa-tients the advantages are limitless.

A joint journey of patient and practitioner

Creating a new dimension of Healthcare… the NH way!

Crafting a million smiles

Parvathy Hospital’s pioneering work in Joint Replacement Surgeries has opened a new avenue of possibilities

By delivering better health for all, Narayana Health has played its part in democratizing healthcare

Prescription for growth

Improving lives, every day

Eris Lifesciences targets lifestyle disorders in its quest to reach the next level

Cipla Health is a subsidiary of Cipla with a focus on consumer healthcare products

Dr. Shantanu Jaradi, Founder & CEO – Dentzz Dental Care Centres, talks about his approach to the art of modern dentistry

In today’s competitive health-care sector, how can a health-care brand create a competi-tive differentiator?

Adopting the Integrated Brand-ing approach (inherent to which is keeping the patients at the core) by identifying and aligning both visible & invisible variables/ tools such as performance, afford-ability, clinical outcomes, quality, experience, skills, services of-fered and superlative trust inter-spersed with advertising, PR, di-rect and digital marketing, events, print collateral and even sales processes, so that they ad-dress the needs of customers and provide a seamless perception of your organisation and its brand values.

Obviously, all healthcare pro-viders would have to ensure a thorough understanding the needs and wants of our custom-ers, the market drivers under which they operate, the channels

they use to research our products and services. Only through a com-prehensive Integrated branding approach which clearly is able to identify differentiators to brand cognizance can one have the most chance of resonating with the tar-get market, and outline the best tools to penetrate the same

How has the hospital embraced technological advances and provided high-tech facilities for patient comfort?

CIMS is committed to innova-tion through adoption of Techno-logical Excellence across all areas of the hospital manifested in the following details:

Radiation Therapy• Elekta Versa HD Linear Accel-

erator for Radiation Therapy (First in Asia)

• Elekta Synergy Platform

Operation Theatre

• Carl Zeiss Pentero 900 Micro-scope (High end path breaking innovation for enhanced visu-alization during surgery- One of the First in Gujarat)

• State-of-the-art 12 modular operation theaters

• GE Centricity -Fully Digitised OT’s and Operation Theatres for better and faster patient care (First in Gujarat)

• PACS /RIS Digitized systems for seamless continuity of care across all specialties

Radiology• MRI Signa Explorer-First in

India (silent suite and cardiac package with 3D motion cor-rection system for non-con-trast coronary angiography as well as intravascular oncolo-gy/chemotherapy )

• CT Scan-Revolution EVO 128 slice (First in India) low-dose, high-resolution images useful for trauma patients, cancer pa-tients and neuroangiography suite

• Only Private Hospital in Ahmedabad with 2 CT Scans and 1 MRI in Ahmedabad

Cardiology• Latest IGS-520 System Cath-

lab,. One of the only private hospital in Western India to have 3 cathlabs

• 3 High-end Cath Labs with DSA and stent boost facility

• Electrophysiology with 3D sys-tem

• Echocardiography machines with 3D-TEE, 3D adult and pediatric Echo

• PACS system to view various imaging in ICU and doctor's lounge

• Carto-3 system: State-of-the-art imaging system offers en-hanced visualization for treat-ing arrhythmia patients

• Extracorporeal membrane

oxygenation (ECMO)

How has CIMS demonstrated a commitment to innovation?

A strategy of continuous adop-tion of innovative technology and practices makes CIMS excel in performance of deliveries. It has set a series of firsts in the State to come up as leading brand in the field of Healthcare. 1. First Success Heart Trans-

plant of Gujarat2. Paediatric Bone Marrow

Transplant Unit-First in Guja-rat

3. Radial Lounge (one of the first in the country)

4. TAVR- Trancatheter Aortic Valve Restoration – A revolu-

tionary technique to replace the Aortic Diseased Valve without surgery (First in Guja-rat)

5. Digitised OTs and ICUs for bet-ter patient care (First in Guja-rat)

6. First in Asia Pacific to set up Elekta Versa HD for latest can-cer radiation treatment

7. One of the only private Hospi-tal in Western India with 3 cath labs

8. MRI - Signa Explorer - first in Gujarat- silent suite and car-diac package with 3D motion correction system for non-con-trast coronary angiography as well as intravascular oncolo-gy/chemotherapy

CIMS’ complete commitment to delivering medical care with compassion has seen them chart new heights of excellence

Caring at its core

Parikh Keyur CIMS