Pfizer Global Pharmaceuticals' division can be broadly classified into four
areas of business - Pharmaceuticals, Consumer Health, Specialty and India
Agencies.
Pharmaceuticals group is responsible for the promotion of all mass-market prescription products. This business is driven by two sales teams with a clear focus on key therapeutic segments namely Cardiovasculars, Anti-infectives, CNS, Pain Management, Nutritional and Women’s Health.
Pfizer India has strengthened its position in the market through successful launches of its international research pipeline products as well as locally developed products. Pfizer is recognized for its brand building capabilities in the industry. Corex (a cough formulation) and Becosules (a multi-vitamin), continue to rank as the No.1 and 6 brands amongst over 9000 formulations audited in India. In fact, ten of its key brands (including Gelusil and Benadryl from Consumer Health) feature amongst the leading 300 brands in the industry.
Over the years this group has the distinction of winning several accolades including the OPPI Brand Excellence Award (2001) for Minipress XL, Express Pharma Pulse (2002) Award for Overall Performance, Bronze Medal for the Minipress XL DTC advertisement on BPH awareness at the Asia-Pacific Adfest (2003) and the Golden Peacock Innovative Product Award (2003) for Magnex. Other pioneering efforts include partnering with leading medical associations for developing several treatment guidelines, namely Indian Hypertension Treatment Guidelines, Minimal Access Surgery Guidelines and the Febrile Neutropenia Guidelines.
Consumer Health
Consumer Healthcare group is responsible for promoting products in the OTC category to consumers as well as doctors. The overall business is driven by a core philosophy of “Rx to OTC” switch through endorsement by the medical fraternity coupled with mass media activities.
All key brands such as Gelusil in the antacid/antiflatulents market, Benadryl in the OTC cough market, and Listerine in the mouthwash category, are market leaders and continue to outperform their respective markets in terms of growth.
Some of the recent achievements of the CHPD division are “The Indian Dental Association” exclusive endorsement for Listerine Mouthwash and ABBY “Creative Excellence Award” for Gelusil tablets.
Specialty
Specialty Business is focused on specific therapeutic areas of Oncology, Ophthalmology and Endocrine Care, promoting Xalatan, Xalacom, Farmorubicin, Adriamycin, Aromasin and Genotropin.
The marketing initiatives have been supported through various innovative customer focused programs such as “Asha”- Initiative for Breast Cancer Awareness and “XAP” - Xalatan / Xalacom Glaucoma Awareness and Assistance program.
The diseases such as Breast Cancer and Glaucoma are currently under-diagnosed and there is low awareness among patients. The marketing activities in the Specialty business are focused on shaping and expanding these markets.
India Agencies
The business of this division is related to operations in neighboring countries - Sri Lanka and Bangladesh. The business can be broadly classified into trade related private market and government tender business.
The trade business is conducted through distributors and their sales forces. The tender business is largely for Depo-Provera through UNFPA and Government agencies in SriLanka and Bangladesh.
Pfizer field force
Pfizer has a strong field force, which continues to excel despite some of the stiffest price competition and adverse environmental conditions. A recent independent survey of 605 doctors ranked Pfizer’s field force among the top 4 field forces in the industry. Several initiatives have been undertaken to improve field force productivity. These include OPTIMA - a web based ETMS system, a web based targeting module, dedicated training resources at regional level and leadership development program for first line managers (Leaders academy). 
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