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Key Marketing Trends for Indian Pharma & Healthcare, from the Winning Work at Cannes LIONS 2024, Unveiled in a Historic Showcase

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The exclusive, live Indian showcase was hosted by The Work from LIONS, in collaboration with Medulla Communications.

MUMBAI, India, Sept. 2, 2024 /PRNewswire/ — In a historic first, the award-winning work and critical insights from Cannes Lions, the International Festival of Creativity, were presented in an exclusive event across Mumbai, Bengaluru, and Gurugram. Hosted in collaboration with Medulla Communications, India’s leading healthcare advertising agency, the event brought together industry leaders to explore the creative and strategic trends that will shape the future of pharma and healthcare marketing in India.

Revolutionizing Pharma and Healthcare Marketing

This one-of-a-kind event provided a platform for India’s top pharma and healthcare marketing professionals to analyse and discuss the most impactful campaigns from Cannes Lions 2024. The discussions revealed several emerging trends that are set to redefine the industry, highlighting the importance of creativity, technology, and patient-centric approaches in driving future success.

Rise of Customer–Patient Experience — Highlight from Mumbai, Day 1 (27th Aug)

Patient centricity is rapidly becoming the cornerstone of modern healthcare. With patients’ expectations evolving — fuelled by the seamless experiences offered in other industries — healthcare providers are increasingly prioritizing patient-centred approaches to enhance overall care.

Achin Gupta, CEO – One India Business, Cipla, shared, “It is happening today; all of that is changing towards what we are now calling ‘patient centricity’. It’s been around for a while, but there are newer dimensions to it, starting with awareness, which is a very important thing, especially for emerging markets like India where there’s lot of prevalence but lot less awareness about the disease.”

Integrating Healthy Habits — Highlight from Mumbai, Day 2 (28th Aug)

Adopting new behaviours is often challenging for patients and consumers, especially when it comes to managing complex health conditions. The event highlighted the barriers consumers face in integrating new habits into their daily lives, such as the lack of awareness about lifestyle factors and the psychological resistance to change.

Shivam Puri, Managing Director and Chief Executive Officer, Cipla Health Ltd., said, “One of the first things we were taught when we started marketing was to try to stay away from categories which are doing category development. And, within a couple of years, I was taught another fact, which was to try not to do category development in categories which involve habit change. So, categories which require consumers to shift their habits — stay away from those categories, because it becomes very difficult for you to succeed. Now, you know at Cipla Health, you actually realize there is a 3rd category in this, where you are trying to do category development in categories which require a habit shift where the habit is one of the stickiest habits that exists.”

Do Doctors Know Everything? — Highlight from Bengaluru, Day 3 (29th Aug)

Disease awareness has become a critical component of pharmaceutical marketing, aiming to educate both healthcare professionals (HCPs) and consumers. These campaigns not only help HCPs make informed decisions but also empower consumers to recognize early symptoms and seek timely medical intervention, ultimately improving health outcomes.

Vikrant Shrotriya, Managing Director & Corporate Vice President, Novo Nordisk, went on to say, “I’m not here to prove to you that doctors know everything, but I’ll put across a point that they are part of the ecosystem in terms of the treatment which is provided to the patients. Many a times we call them customers because we do sell like doctors, sell their practice.”

Increasing Access in Healthcare through Technology — Highlight from Gurugram, Day 4 (30th August)

Technology is revolutionizing healthcare, making it more accessible and efficient. The event showcased how advancements in AI, machine learning, and telemedicine are transforming patient care and experiences. From improving diagnostic accuracy to enabling real-time health tracking through smart devices, these technological innovations are empowering patients and healthcare providers alike.

Aditi Sood, Business Leader – Sleep & Respiratory Care, Indian Subcontinent, Philips India Ltd., spoke on access through technology and said, “Coming to how technology can really unlock access to healthcare: So, when we talk about healthcare, of course, technology is there in multiple ways. You know it could be patient, doctor, or industry facing. But when we look at it specifically from the consumer or the patient lens, this then is typically the health continuum. You have watches which tell you ECG; you even have for more serious diseases, such as cancer, AI-powered machines which can diagnose solid organ cancers, which was not possible before — the era of robotic surgery. Now coming to India, robotic surgery does not eliminate the need of a doctor. But, in fact, it makes it more accurate and precise, which means organs which were not accessible before and tumours of the lung, which a doctor could not access in surgery before are today possible.”

Other trends that emerged:

HCPs are Humans TooCMOs in Today’s TimesDoes Being Socially Inclusive Pay for Brands?Hospital Communication Can Touch Lives Just Like Hospitals DoBeing Socially Inclusive

The event offered invaluable insights into the evolving pharma and healthcare landscape, sparking discussions on the future direction of the industry. With creativity and technology at the forefront, the future of pharma and healthcare marketing in India is poised for significant advancements, paving the way for improved outcomes for both healthcare professionals and patients.

About LIONS

As The Home of Creativity, LIONS powers the marketing segment, Ascential, and is a destination for those in the business of creativity. As the definitive benchmark of creative excellence and with unparalleled access to insight on how it works, LIONS provides those on the journey to creative excellence all they need, at whatever stage they are and wherever they are. Our annual five-day festival, Cannes Lions, is the meeting place for the global creative marketing community and a celebration of the world’s most excellent and effective work.

About Medulla Communications

Founded by Praful Akali in 2008, Medulla Communications has consistently been recognized as one of the top healthcare agencies, globally. The agency has been honoured as the Healthcare Agency of the Year at Cannes Lions and ranked as the #4 Most Effective Independent Agency globally by Effies, and the #4 Most Effective Specialist Agency globally by WARC.

For media inquiries, please contact: leonie@medulla.in

 

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River Associates Completes Third Platform Investment for 2024 with ID Label, Inc.

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CHATTANOOGA, Tenn., Nov. 22, 2024 /PRNewswire/ — River Associates Investments, L.P. (“River Associates”), a longstanding lower middle market private equity firm based in Chattanooga, TN, is pleased to announce the successful acquisition of ID Label, Inc. (“ID Label” or the “Company”). The transaction closed on November 15, 2024.

Founded in 1994 and based in Lake Villa, IL, ID Label is an industry-leading manufacturer of variable information barcode labels and warehouse signage for 3PLs and multi-site manufacturers. The Company provides design engineering, production, signage and nationwide installation services for warehousing, supply chain, manufacturing, electronics, calibration, medical, laboratory, lumber and library end markets. ID Label’s solutions are used by thousands of global organizations to keep businesses moving with efficiency, speed and accuracy.

“Throughout the process, River Associates consistently emerged as our top choice,” said Neil Johnston, Founder of ID Label. “I’m thrilled they saw ID Label’s value and growth potential. We will expand our capabilities and market reach, allowing us to better serve our customers. Most importantly, we will maintain our strong ID Label brand, preserving the quality and reputation we’ve built over the past 30 years.”

“We are excited to welcome ID Label to our portfolio,” said Ken Trent, Principal at River Associates. “ID Label is an excellent platform for River’s fund VIII. ID Label comes with a strong existing management team, an industry leading brand, and a pristine facility with ample capacity to achieve solid growth for the foreseeable future. We look forward to partnering with the management team and supporting the company as it continues to build on its impressive track record of success.”

River Associates funded the transaction with equity from its eighth investment fund (River VIII, L.P.). Blake Lewis and Ken Trent, Principals, led the process for River Associates. Mesirow Financial, Inc. served as the exclusive sell-side banker for the transaction. Financing was provided by NXT Capital. River Associates was advised by Holland & Knight, LLP. ID Label was advised by Kilpatrick Townsend & Stockton, LLP.

As with all platform company investments, River Associates and the ID Label management team will seek complementary strategic add-on acquisitions. For more information or to suggest potential add-on ideas, please reach out to Mark Jones.

About River Associates:

River Associates is a private equity firm based in Chattanooga, TN, which has focused exclusively on investing in the lower middle market for 35 years. Target businesses can be privately held, private equity-backed, or divestitures from larger companies. River Associates is opportunistic as to industry and has invested in numerous niche manufacturers, high margin distributors, industrial service providers and business service companies. River targets U.S. & Canadian companies, typically with EBITDA in the $3-12 million range. Since its founding in 1989, River Associates has completed more than 120 transactions. River is currently investing its eighth investment fund, which has $345 million of committed capital. For more information, visit www.riverassociates.com.

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SOURCE River Associates Investments

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Findings from IXPE Data Reveal Key Insights on Corona Around Black Holes

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WASHINGTON, Nov. 22, 2024 /PRNewswire/ — Groundbreaking research using data from NASA’s Imaging X-ray Polarimetry Explorer (IXPE) mission has revealed new insights into the shape and properties of a black hole’s corona, a key structure surrounding black holes. Led by Universities Space Research Association’s (USRA) postdoctoral researcher, Lynnie Saade, at USRA’s Science and Technology Institute, these findings were recently published in The Astrophysical Journal and represent a significant advance in our understanding of black hole environments. The work was conducted at NASA’s Marshall Space Flight Center in Huntsville, Alabama.

Many black holes are encircled by accretion disks —turbulent whirlpools of gas and debris, —and they also feature superheated coronas. These coronas are dynamic regions of plasma that are responsible for most X-ray emissions from black holes though scientists have only theoretical insights into their behavior. This latest discovery offers the first glimpse into the shape of these coronas, potentially deepening our understanding of how they help to generate the energy released when the black holes absorb materials.

“Scientists have long speculated on the makeup and geometry of the corona,” said Lynnie Saade. “Is it a sphere above and below the black hole, or an atmosphere generated by the accretion disk, or perhaps plasma located at the base of the jets?”

Results from the IXPE, which specializes in X-ray polarization, help map the shape and structure of coronas. IXPE observes X-rays, and studies objects that are not just small, but also very distant. X-ray polarization is needed “to determine the geometry of these objects which are too small and distant to image.”

According to Lynnie Saade, “IXPE provides the means to study the black hole’s accretion geometry, or the shape and structure of its accretion disk and related structures, including the corona.”

IXPE demonstrated that, among all black holes for which coronal properties could be directly measured via polarization, the corona was found to be extended in the same direction as the accretion disk – providing, for the first time, clues to the corona’s shape and clear evidence of its relationship to the accretion disk. The results rule out the possibility that the corona is a compact region above and below the black hole or at the base of a relativistic jet.

This research has significant implications. With the increasing availability of data on the shape of the corona, scientists can refine their models and develop a deeper understanding of its nature and behavior.

IXPE has not observed all black holes. This research has only studied 12 black holes, among them Cygnus X-1 and Cygnus X-3, stellar-mass binary black hole systems about 7,000 and 37,000 light-years from Earth, respectively, and LMC X-1 and LMC X-3, stellar-mass black holes in the Large Magellanic Cloud more than 165,000 light-years away.

Stellar mass black holes typically have a mass roughly 10 to 30 times that of Earth’s Sun, whereas supermassive black holes may have a mass that is millions to tens of billions of times larger. Despite these vast differences in scale, IXPE data suggests both types of black holes create accretion disks of similar geometry. Future research is needed to explore more black holes and advance our understanding of the corona.

About IXPE

IXPE, which continues to provide unprecedented data enabling groundbreaking discoveries about celestial objects across the universe, is a joint NASA and Italian Space Agency mission with partners and science collaborators in 12 countries. IXPE is led by Marshall Space Fight Center; Ball Aerospace, headquartered in Broomfield, Colorado, manages spacecraft operations together with the University of Colorado’s Laboratory for Atmospheric and Space Physics in Boulder. https://www.nasa.gov/ixpe

About USRA

Founded in 1969, under the auspices of the National Academy of Sciences at the request of the U.S. Government, the Universities Space Research Association (USRA) is a nonprofit corporation chartered to advance space-related science, technology, and engineering. USRA operates scientific institutes and facilities and conducts other major research and educational programs. An association of 121 university members, it engages the broader university community, employs in-house scientific talent, and offers innovative research, development, and project management expertise. More information about USRA is available at https://www.usra.edu.

Media Contact:
Suraiya Farukhi
sfarukhi@usra.edu
443-812-6945

 

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SOURCE Universities Space Research Association

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Tucker Hill’s Strategic Leap into Pest Control: A Blueprint for Growth

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What happens when two powerhouse leaders join forces to reshape an industry? The answer lies in the groundbreaking collaboration between Jeremy Prevost, CEO of Tucker Hill Air, Plumbing, and Electric, and Michael Leobold, Co-Founder of GreenWave Pest Solutions. Together, they have proved that achieving operational excellence and improving profitability can be more than just boardroom ambitions—it can be a reality. They have successfully built and sold one of the top pest control companies in the Southwest

LAS VEGAS, Nov. 22, 2024 /PRNewswire-PRWeb/ — What happens when two powerhouse leaders join forces to reshape an industry? The answer lies in the groundbreaking collaboration between Jeremy Prevost, CEO of Tucker Hill Air, Plumbing, and Electric, and Michael Leobold, Co-Founder of GreenWave Pest Solutions.

Together, they have proved that achieving operational excellence and improving profitability can be more than just boardroom ambitions—it can be a reality. They have successfully built and sold one of the top pest control companies in the Southwest. For investors curious about up-and-coming business models, Tucker Hill’s crossover is a case study in balancing agility, strategy, and execution to conquer industry challenges. Here’s how they did it—and what it means for your investment strategy.

The Industry Challenges Redefined Transitioning into a new vertical comes with its own set of challenges, and pest control is no exception. Despite its potential for scaling revenue, the industry constantly grapples with three major hurdles. Tucker Hill’s strategic moves address these head-on, offering key insights for investors. 1. High Lead Costs Marketing and generating quality leads in pest control can be prohibitively expensive, burning through capital for uncertain returns.

Tucker Hill’s approach was intentional and data-driven. By leveraging the trusted GreenWave Pest Solutions brand and aligning marketing efforts with pre-established segments, they minimized entry costs. Their innovative focus on improving close rates meant every marketing dollar worked harder. Result: Gross margin increased by 20%. Tucker Hill proved that controlling lead costs isn’t just about securing volume—it’s about enhancing quality through targeted strategies. 2. Skilled Labor vs. Unskilled Labor The pest control business demands a delicate mix of trained professionals and efficient teams. The ability to attract skilled staff is a challenge that plagues the industry (pun intended). Tucker Hill and GreenWave relied on strong operational frameworks to streamline training and integration.

The collaboration prioritized equipping the workforce with both technical expertise and customer-first service habits, breaking away from the typical low-bar training regiment seen in the sector. Insight for Investors: Teams aligned with clear expectations and KPI-focused training programs provide both scalability and a service quality edge—critical components for long-term growth. 3. Benchmarks and KPIs Every smart investor asks the same question—how do you measure success?

For Tucker Hill, the key to success lies in transparent and actionable KPIs. Together with GreenWave Pest Solutions, they developed key operational benchmarks, tracking everything from average revenue per customer to team efficiency. Actual Impact: EBITDA saw a remarkable 10% lift, a clear indicator that their targeted metrics weren’t just aspirational—they were actionable. Collaboration Shapes Success This strategic partnership wasn’t a matter of chance; it was the result of two strong leaders aligning their visions. Jeremy Prevost, known for his expertise in managing diversified services, worked seamlessly with Michael Leobold, leveraging his deep pest control experience. Their mutual respect and focus on execution ensured that Tucker Hill’s new pest control division hit the ground running. Investors take note—partnerships like these serve as valuable blueprints for successfully scaling in multi-service industries.

When leadership prioritizes collaboration, supported by aligned goals and expertise, growth is inevitable. What Can Investors Learn? Tucker Hill’s story isn’t just about expansion; it’s about rewriting the playbook in a competitive market. Their ability to tackle high lead costs, foster a skilled workforce, and develop actionable KPIs resulted in measurable success that should have every investor paying attention. High Numbers Speak for Themselves: A 20% increase in gross margin and 10% growth in EBITDA within such a short timeline signal operational excellence. Partnerships Drive Innovation: The blending of GreenWave’s pest control expertise with Tucker Hill’s operational efficiencies shows that collaboration isn’t just beneficial—it’s necessary. KPIs Matter: Investors should always look for companies that prioritize transparency and measurable success, and Tucker Hill demonstrates that well. Explore Our Playbook for Success The path Tucker Hill and GreenWave have paved isn’t just inspiring—it’s repeatable. Interested in learning how Tucker Hill overcame these challenges and achieved measurable growth? See the strategies behind this success up close. Discover Tucker Hill’s Approach Today

For investors curious about up-and-coming business models, Tucker Hill’s crossover is a case study in balancing agility, strategy, and execution to conquer industry challenges. Here’s how they did it—and what it means for your investment strategy.

The Industry Challenges Redefined

Transitioning into a new vertical comes with its own set of challenges, and pest control is no exception. Despite its potential for scaling revenue, the industry constantly grapples with three major hurdles. Tucker Hill’s strategic moves address these head-on, offering key insights for investors.

1. High Lead Costs

Marketing and generating quality leads in pest control can be prohibitively expensive, burning through capital for uncertain returns. Tucker Hill’s approach was intentional and data-driven. By leveraging the trusted GreenWave Pest Solutions brand and aligning marketing efforts with pre-established segments, they minimized entry costs. Their innovative focus on improving close rates meant every marketing dollar worked harder.

Result: Gross margin increased by 20%. Tucker Hill proved that controlling lead costs isn’t just about securing volume—it’s about enhancing quality through targeted strategies.

2. Skilled Labor vs. Unskilled Labor

The pest control business demands a delicate mix of trained professionals and efficient teams. The ability to attract skilled staff is a challenge that plagues the industry (pun intended). Tucker Hill and GreenWave relied on strong operational frameworks to streamline training and integration. The collaboration prioritized equipping the workforce with both technical expertise and customer-first service habits, breaking away from the typical low-bar training regiment seen in the sector.

Insight for Investors: Teams aligned with clear expectations and KPI-focused training programs provide both scalability and a service quality edge—critical components for long-term growth.

3. Benchmarks and KPIs

Every smart investor asks the same question—how do you measure success? For Tucker Hill, the key to success lies in transparent and actionable KPIs. Together with GreenWave Pest Solutions, they developed key operational benchmarks, tracking everything from average revenue per customer to team efficiency.

Actual Impact: EBITDA saw a remarkable 10% lift, a clear indicator that their targeted metrics weren’t just aspirational—they were actionable.

Collaboration Shapes Success

This strategic partnership wasn’t a matter of chance; it was the result of two strong leaders aligning their visions. Jeremy Prevost, known for his expertise in managing diversified services, worked seamlessly with Michael Leobold, leveraging his deep pest control experience. Their mutual respect and focus on execution ensured that Tucker Hill’s new pest control division hit the ground running.

Investors take note—partnerships like these serve as valuable blueprints for successfully scaling in multi-service industries. When leadership prioritizes collaboration, supported by aligned goals and expertise, growth is inevitable.

What Can Investors Learn?

Tucker Hill’s story isn’t just about expansion; it’s about rewriting the playbook in a competitive market. Their ability to tackle high lead costs, foster a skilled workforce, and develop actionable KPIs resulted in measurable success that should have every investor paying attention.

High Numbers Speak for Themselves: A 20% increase in gross margin and 10% growth in EBITDA within such a short timeline signal operational excellence.

Partnerships Drive Innovation: The blending of GreenWave’s pest control expertise with Tucker Hill’s operational efficiencies shows that collaboration isn’t just beneficial—it’s necessary.

KPIs Matter: Investors should always look for companies that prioritize transparency and measurable success, and Tucker Hill demonstrates that well.

Explore Our Playbook for Success

The path Tucker Hill and GreenWave have paved isn’t just inspiring—it’s repeatable. Interested in learning how Tucker Hill overcame these challenges and achieved measurable growth? See the strategies behind this success up close.

Discover Tucker Hill’s Approach Today

Media Contact

Ian Williams, Tucker Hill, 1 6027148046, jprevost@tuckerhillaz.com, tuckerhillaz.com 

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SOURCE Tucker Hill

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