The pill is now a commodity that many of these companies provide at heavy discounts, making money off everything ‘beyond the pill’. Investors are betting heavily on the potential of technological innovation to transform the way healthcare is delivered. The Economic Times reported that in 2021, India recorded investments of $77 billion across 1,266 deals including 164 large deals worth $58 billion. While the money reduced in 2022, the reason wasn’t a lack of faith in this business model. Meanwhile, the pharmaceuticals industry that is most affected by this quiet but rapid change, is grappling with its entrenched culture. Its current business is so profitable that everything else pales in comparison. ‘Build, measure, learn, build again’ – a mantra of the health tech industry is alien to pharma that doesn’t learn, build or measure after launching a product. Pharma also thinks of its customers as doctors alone and does precious little to connect with patients, or caregivers. People who are not sick do not feature on their radar at all. These are cultural values that keep pharma focused on the pill and discourage thinking beyond it. A social media poll conducted by MedicinMan showed almost predictable responses. 100+ respondents who work in the pharma industry in India were quite clearly divided. 48% of them wanted to know what beyond the pill actually meant, while 23% wanted to know how to execute it. The rest felt that the ultra-competitive environment in the Indian generics market required very high share-of-voice tactics (19%), or that their customers demanded product information (9%).

Indian Pharmaceutical Innovation – Post TRIPS

It is the twentieth anniversary of the new patent act in January 2025. The post-patent (P20) era is a story of resilience, determination, and charting a course that set global ambitions, a story of finding opportunity in adversity. It is a story for case studies in business schools, in international studies, in global health efforts.

India’s Medical Devices Market: Strategic Implications and Key Investors

KKR's Investments in India's Medical Devices Market: Strategic Implications...

Contact Us
Terms of Service
Privacy Statement

Facebook

Twitter

Youtube

Healthcare Trends

Pharmacy of the World Pricing Paradox

India occupies an extraordinary position in global pharmaceuticals. It...

Why The Government Must Stop Playing Market Trader And Start Being The Sheriff

India has two very different pharmaceutical regulators living inside...

MedicinMan Pharma Pulse: August 2026

🚀 The Mega-Merger That Wasn't Early August saw the...

GLP-1: When the Molecule Becomes a Commodity, What Becomes the Moat?

STOP PRESS August 10, 2026: Regulatory Authorisation — The UK...

How To See Dr Reddy’s Nestle In The Wellness Shift

GLP-1 medicines such as semaglutide and tirzepatide are changing...

Marketing

Pharmacy of the World Pricing Paradox

India occupies an extraordinary position in global pharmaceuticals. It...

Why The Government Must Stop Playing Market Trader And Start Being The Sheriff

India has two very different pharmaceutical regulators living inside...

MedicinMan Pharma Pulse: August 2026

🚀 The Mega-Merger That Wasn't Early August saw the...

GLP-1: When the Molecule Becomes a Commodity, What Becomes the Moat?

STOP PRESS August 10, 2026: Regulatory Authorisation — The UK...

How To See Dr Reddy’s Nestle In The Wellness Shift

GLP-1 medicines such as semaglutide and tirzepatide are changing...

Policies/Sales

Pharmacy of the World Pricing Paradox

India occupies an extraordinary position in global pharmaceuticals. It...

Why The Government Must Stop Playing Market Trader And Start Being The Sheriff

India has two very different pharmaceutical regulators living inside...

MedicinMan Pharma Pulse: August 2026

🚀 The Mega-Merger That Wasn't Early August saw the...

GLP-1: When the Molecule Becomes a Commodity, What Becomes the Moat?

STOP PRESS August 10, 2026: Regulatory Authorisation — The UK...

How To See Dr Reddy’s Nestle In The Wellness Shift

GLP-1 medicines such as semaglutide and tirzepatide are changing...

Strategy

Pharmacy of the World Pricing Paradox

India occupies an extraordinary position in global pharmaceuticals. It...

Why The Government Must Stop Playing Market Trader And Start Being The Sheriff

India has two very different pharmaceutical regulators living inside...

MedicinMan Pharma Pulse: August 2026

🚀 The Mega-Merger That Wasn't Early August saw the...

GLP-1: When the Molecule Becomes a Commodity, What Becomes the Moat?

STOP PRESS August 10, 2026: Regulatory Authorisation — The UK...

How To See Dr Reddy’s Nestle In The Wellness Shift

GLP-1 medicines such as semaglutide and tirzepatide are changing...

Thought Leadership
Healthcare C-Suite Movements
Digital in Pharma
Events
- FFE+CEO RT
- BrandStorm
Solutions & Pricing
Partner

Hot topics

Track and Trace: Indian Pharma – Current and Future Applicability

Pharmaceutical companies must contend with challenges from supply chain lapses (theft, diversion, S.O.P. deviations, product recalls, reverse logistics etc.) counterfeiting and stringent regulations. These challenges get compounded when dealing across the states and country business operations, besides that not only impact tangible profits but also the intangible brand credibility. In this context, there is also a credible increase in public awareness about the genuineness of medicine (in particular medicine that require cold chain) and their predictability of clinical outcomes. Providing visibility and full traceability becomes a paramount importance to both the Industry and the Govt. – A fool proof solution not only brings transparency in the system, but can also be a key differentiator, and undoubtedly can create immense opportunities for a competitive advantage.

A Tale of Two Companies – Sun Pharma’s Odyssey and Organon’s Second Act

Sun Pharma’s Odyssey and Organon’s Second Act – And...

Elephant in the Doctor’s Clinic: Indian Pharma Medical Rep

For decades, the Medical Representative has been the backbone...

DigiStorm 2018: Intent, Content, Strategy and Skills

The pharma industry in India is entering a very interesting variant of the post-digital marketing era. The term “post-digital marketing” is used to depict a state where the lines between physical and digital blur considerably for a customer. However, in the context of pharma, this means a state where the industry has stopped questioning the need for digital and has begun to implement very interesting digital marketing initiatives.

Don’t Do Digital for the Sake of Doing Digital

Catalyzed by the pandemic, the pharma industry quickly progressed from being digitally agnostic to a state of preparedness. The shift required the industry to experiment with technology in its customer-facing plans, which resulted in many cases the creation of random acts of digital, often without a cohesive overarching strategy. Can pharma do better? The answer lies in understanding the utility of their digital assets while building a mindset to transform, and ensuring that teams within the organization do not work at cross-purposes.