Shreya Life Sciences is the Indian arm of the Moscow headquartered Shreya Corporation, the third largest pharmaceutical marketing and distribution company in Russia. Shreya Life Sciences is a mid sized company and its product range covers several therapeutic categories like cardiology and ophthalmology. Shreya also has a presence in anti-infectives, anti-malarials and pain management.

The company decided to enter the diabetes therapy area with the launch of recombinant human insulin (RECOSULIN) and a needle free painless insulin delivery device (RECOJET).

Pressman was taken on board to assist the company with the launch. The huge challenge was to get attention for the launch of a new product from a largely unknown midsized Indian company in a therapeutic area which had long been the domain of giant global and Indian pharmaceutical companies – who dominated this huge category in the country.

The communications campaign was based on an extensive foundation of research and focused on new advancements in diabetology to position the company as a ‘technology leader’ in the segment.

A detailed backgrounder on the importance of diabetes therapy in India with exhaustive documentation, statistics and references on technologies and issues was prepared for the media. A white paper was produced by a diabetes specialist, highlighting the technology behind the product (Recosulin was based on second generation and DNA human insulin). A database of general physicians, diabetologists and clinical professionals in 12 major cities of India was compiled with the clients’ assistance.

Once the background work was done, client spokespersons were trained; key messages for the presentation were evolved after a survey of physicians and diabetologists. Pressman organized medical seminars in 12 major Indian cities where the client and eminent diabetologists made presentation of various issues and concerns related to this therapeutic category.

An extensive media relations programme targeting journalists covering health and wellness was implemented in 15 cities through press conferences, one-on-one interviews with client spokespersons and leading diabetologists and eminent physicians. A clutch of features and short articles on diabetes management were produced and pitched aggressively to media. Journalists were assisted in preparation of feature articles by setting up their meetings with well known medical practitioners. Several panel discussions were organized on programmes of leading broadcast media.

The launch of ‘Recosulin’ and ‘Recojet’ was an unqualified success. During the three month period, the campaign generated over 50 million print impressions and 15 TV interview items with an estimated reach of over 100 million. The advertising value equivalence of the coverage generated was over US$ 2 million. ‘Recosulin’ has become a successful insulin brand in India and Shreya Life is setting up a US$ 50 million facility for the production of human insulin in India.