 Ahul Manjal, welcome you to the fourth edition of E4M presents Health and Wellness Marketing Conference and we are thrilled to be here today for a groundbreaking conference dedicated to the transforming health and wellness landscape through the art of marketing. In an era where health consciousness and personal well-being have taken center stage, the role of marketing in the industry has never been more crucial. The demand for products, services and experiences that promote a healthier lifestyle is soaring and as marketers we have to be you know looking into this extraordinary opportunity to empower individuals and communities alike to embrace healthier choices. Before I start off with the conference I'd like to draw your attention to the screen for an audio visual. Let's have a look on the screen. We have more gold here than the customs in Delhi, customs ke paas itna sona nahi jitna aaj tak aur India today ke paas hai. Lullantop ko yeh do no awards mile hain, in ke alawa Lullantop ke tamam shows ko bhi awards mile hain. Yeh award bada mahetapun hain aur main ik chee ko bada believe karthavun ki victory and defeat should matter to you only for five minutes. Yeh ish le mahetapun hain sochana aur samajana ki kai baar aapko samman milte hain, lekin un sammano ko saad sajokar aage aapko parna hain ki agla samman bhi aapko mile hain. ENBA Awards main ABP news ki dhoom. Sammanit Praskar deni ke liye jo poshna ki hain, uske liye vaki main tahe dil se aap sath ka main shukriyala karna chata hain. Koshisht puri yeh rahti hain. Hamsat ki ABP news main, humari leadership ki a koshisht hain ki hain. Hamsat ki ABP news main, humari leadership ki a koshisht hain. Hamsat ki ABP news main, humari leadership ki a koshisht hain. To ek baar phir, urke zanjiron ke tahe, nai sapno ko palin, bandhe sapko ek dhage. ABP news ne aapko aage rakha hain aur aage bhi rakhe ga. Best Primetime Show English. And the Silver Award goes to... Times Now! Congratulations Times Now! This has been the news hour at 9. Navika Kumar. The Silver Award goes to... PTC News! Congratulations PTC News! The largest coverage of the Corona virus pandemic. PTC News, we are listening. The Lunger Seva campaign. Congratulations on the gold PTC News. Thanks for the applause. Really appreciate it. Coming now to the Silver in the category... Rashid Rawad. Times Now! Congratulations Rashid Rawad. Times Now! At the start of the millennium, a vision to publish niche, relevant and quality content for the marketing, advertising and media professionals was realized with Impact Magazine. From publishing investigative pieces to asking tough questions to the industry leaders, recognizing the big trends in the advertising ecosystem bringing in a global perspective. A brand new and unique global creative network called Denso Creative. How do you creatively solve a problem or push something in a conversation for it? So I love that a lot. I just know that that's very representative still. I think it has some really strong storytelling. Impact has been the industry's voice for the past two decades. The magazine launched industry-first properties like 50 Most Influential Women in media, marketing and advertising. Impact Person of the Year. I am deeply touched by the recognition and the honour. I accept this wonderful award with a lot of pride and happiness. Top 30 under 30 which have over time become benchmarks for industry professionals. 22 years of keeping the readers hooked on to its in-depth coverage and analysis. Impact Magazine. Well, we saw a few awards on screen and let me promise you that tonight is going to be a night to remember because we also have the E4M Health and Wellness Marketing Awards 2023 where we see a lot of exciting campaigns and it's time for some really exciting winners to join us on stage. But that's for the later half of the evening. But now, let me talk about the theme for today's conference which is rethink, reimagine, reinvent. The future of health and well-being marketing. The future of health and well-being marketing is going to be about rethinking, reimagining and reinventing as consumers are now increasingly seeking personalised products and experiences that cater to their very own unique experiences. Our esteemed line-up of speakers comprises of pioneers, thought leaders and marketing gurus from the health and wellness industry and each one brings unique insights and expertise to inspire us to think beyond boundaries. Challenging conventional norms and ambition are healthier, more connected future for all. A hashtag for today as we all know is right there on top, you can't miss it. It's hashtag E4M Health and Wellness. So make sure if you've got any questions, any thoughts, any comments, tweet by using this hashtag, hashtag E4M Health and Wellness. Now, before we start off, it's time for something really exciting. We're going to do things very differently. I'm going to start off with a panel discussion right here, all right? And this is about design thinking, how to create innovative and user-centric solutions strengthening health care and wellness ecosystem through innovation. In this session, we have the privilege of hearing from some of the brightest minds in the industry who spearheaded innovation in health care and wellness marketing. Allow me to introduce our esteemed panelists, and we should welcome them with a huge round of applause. I've had the pleasure of knowing some personally. Let's start off with Mr. Geethrathi, Category Head, Man Matters, Mosaic Wellness. A big round of applause for Geethrathi, everybody. Also joining in will be Samyukta Ayya, VPN Head of Marketing, Kaya Clinic. Joining in will be Shri Ram Padmanabhan, Marketing Director, Dan on India. Also on our esteemed panelists list is Shubhadeep Das Gupta, Business Head, Gritzo. And from Troyer, we have our growth head, Pratish Mahareg, joining in, and Vinita Joshi, Marketing Head, from New Me. Our esteemed panel will be skillfully moderated by Harbinder Narula, the CEO of BW Healthcare World and BW Wellbeing World. Let's welcome our esteemed panelists with a huge round of applause, everybody. I finally get an opportunity to say good evening to you all. So, thank you, all of you, who have reached here on time. And thank you so much, all the panelists, for being here before time. You know, we've had a short conversation to ensure that, you know, we make this conversation that we have useful to all of you who've come and joined us. Just to give you a little bit of a background, you know, of the health and wellness industry from the perspective that I have seen for the, especially the post-pandemic, the last two years. It's very clearly, you know, it has been split into two parts. One is healthcare, as we know, which is more of the illness-oriented industry, the whole ecosystem around it, the hospitals, diagnostics, et cetera. But there's also a well-being space, which is, you don't have to be unwell to become better, to become healthier. And then the whole industry around the health and wellness, and which is represented by the panel that is joining us here today. But the one thing that has really emerged very strongly out of this that I have observed is that the power of personalization beyond the messaging. You know, we are in an industry where everything that we do is creating an impact on how personalization is there in the outcomes of the patients as an outcome of whatever we are doing, creating personalized experiences and which makes it imperative for all of us to start thinking how we can personalize the messaging so that people know what they can expect. So that, to me, appears to be an important design thinking. You know, it's beyond... I mean, it's a mindset that needs to change, and that's what we are trying to understand from the panel here, based on their experiences, and their observations of being there in the industry and creating the messaging that they do. So, Sanyukta, you know, let me begin the conversation with you. How do you think that the industry is actually embracing innovation out-of-the-box thinking, technology while we are strategizing the marketing, messaging, and marketing strategies for the health and wellness industry? Hi, everyone. So I think, yeah, there's a lot, like you're saying, the industry itself has evolved, so I've had the good fortune of... I worked in FMCG and then I worked at Abbott for a bit, and then I moved back to FMCG and now I'm with Kaya, which is kind of a mix of everything. So, speaking from experience, I can tell you a few things. I think you were talking about in the earlier conversation that we had, you spoke about the fact that there's so much that is not communicated, whether it's from the doctor's end or whether it's from the patient's end, and I think that's where design thinking can play a huge role. So, for example, even something as small as how a patient could communicate what they are feeling. My stomach hurts every time I have a huge presentation or I'm unable to sleep every time I'm stressed out versus a pharmaceutical sales rep would go and tell the doctor brain gut syndrome. The doctor would then translate it into saying, IBS. There's so much lost in translation between each of these, you know, each of these conversations, there is so much that is not told and then so much that can be misconstrued because of that. I think that's where marketing can play a very huge role in terms of translating just the colloquial speak of the patient to the pharma company to then the HCP or the healthcare professional and how do you kind of tie that entire bit up? I think that just the language, the human language itself can be oversimplified. That's one. Two, of course, if I have to pick, again at Abbott, another example was we had actually tied up with Goki for the gut health division and we realized that that was where we were talking about service plus pill and going beyond just, you know, recommending a pill for the patient and how do you kind of help them actually improve the quality of their life or lifestyle, so to say. So I think that's another good example of where you had Lukutino as the brand ambassador and there was so much to do with dieticians, you know, therapists, psychologists, which was again like a completely untapped space into pharma. I still think there's a lot to be done there because everything kind of begins in the mind and today most of the illnesses, like you said, it's not necessary that you're ill but it's largely because of our mental makeup that we end up, the weakest part of our body kind of gets impacted. I think that's again where there's so much of digital innovation that plays a role. If I have to pick up examples from the internet, Kaya, here we have actually leveraged the power of AI into our website to kind of ensure that there's a lot of skin analysis, diagnosis that happens right there. We're working on creating a chat board where you can actually, you know, schedule your own appointments because today fewer and fewer people want to speak to the call center, fewer and fewer people want to wait for appointment booking. I mean, we're so used to even our food order today happens online so why should it be any different when it comes to health and wellness? Another example is, I think, doctors. You spoke about the fact that, about diagnostic chains, right? So we've actually been using our dermatologists as our brand ambassadors. We've just coined a term called skinfluencers where they then become the voice for the brand. They then become the advocates where they are at the center of everything that the brand is doing. I think we were also discussing about try and man matters and they were talking about a lot of webinars and coaching and there's so much today in the space of advocacy that actually harnesses the power of digital and innovation and kind of brings that to life. So yeah, I think the possibilities are endless. I think there's so much that each one of us is doing, learning from one another constantly innovating and I think it's just getting more and more simple probably. It's also kind of making it a little complex because today you have too many data points and I would leave that question to somebody else to kind of take that up but what's happening is that because we have so many sources of information today, how are we actually then using it? Are we getting one view of the customer at the end of the day to really know who we are talking to? Because there's so much conversation around the hot targeting and persona building and personalization so to speak. But does anyone really understand the consumer end to end and do I really know how to talk to you so to speak? So I think yeah, it's a very interesting topic. Like you said it's a Pandora's box, we can all go on talking so I'm not going to take up too much of time. Absolutely, I think this is brilliant what you brought out because what happens is that I was listening to a speaker in the morning in the digital conference and they said that technology can be really complex at the back end but in the front end it needs to be simple so for the user it needs to be very, very simple and while you can use technology, AI etc to bring it out in front of the patient as to what they personally need but for building the trust you have to have a lot of skin influencers because you can't promote your own product because they'll just run away. Geet let me come to you, since we were talking of personalization what is your opinion is the role or the impact that personalization can make in the health and wellness industry and the reason I'm asking you this is because if you are oriented towards men and then you have another app which is working or a platform which is working towards kids how do you create personalization while marketing or creating marketing strategies? Sure, thank you. If my colleagues would have seen that this is the question asked to me they would have said it's a match made in heaven because this is exactly what I keep discussing all day and I'm pretty much obsessed with it and I'm pretty much we've sort of figured out over the last couple of months in our journey of trying to personalize things for the user and then once in how things change about the role of marketing when it comes to health care itself because unlike normal marketing when it comes to health care I feel the biggest difference is that here the role of marketing is not that somebody is buying a product and your job is done it's actually that person is not typically driven by just a person buying a product you have to be with that person you need to give personalization as an experience and not just as a marketing tactic so that's first one and I'll go a little bit deeper on that and the second is that the role of marketing for the longest of time I think has been to stand out in the minds of the consumer to answer the question as to why should I go with you the why was the important aspect I think the role of marketeers and the role of marketing especially in health care is not just about why it's about why should I choose you what should I choose how should I use it will I see results when will I see results there are a lot of questions in the mind of consumers and typically marketing is inadequate to answer all of these questions therefore closing the loop on my first point if you really have to be with a consumer then all of this needs to translate into personalized experience for the user which traditionally cannot just happen by communication being personalized I think a lot of for the longest of time I think marketeers have been discussing about oh if it's personalized you will see better CTRs better open rates and things like that but I think when it comes to health care because the goal is a lot more complex and a higher level goal of driving outcomes which is typically spread over a couple of months and not just in the instant of purchase I feel that you need to have a very strong buy-in from the consumer himself because health care is an investment especially when it's not just about ill-being it's about augmenting yourself to being better there has to be a buy-in from the user as well so the role of personalization and marketing today I personally believe is not that is not just that you will be able to convince the user better but the role is instead that the consumer should feel that oh yes this is for me and the buy-in is stronger from the consumer's end so that your partner when it comes to driving health outcomes and not just a person buying a product for themselves and I spoke about the 4-5 questions that consumers have in their mind I think marketing becomes complex and how we think at least about trying to personalize experiences for the user is as you ask for personalization and the user gives different answers you see there are different personas and different parts of personalization for the user so the more questions that you're trying to answer for the consumer that becomes a path for you to personalize experiences for the user I do believe most of us today at least while we are trying to pursue personalization what we are actually doing is mass customization and not personalization I think there's a lot for us to do and that's for me when he opens the app what he sees is different completely from let's say when you would open the app so that's something that we are trying to do driving health outcomes really really requires a huge buy-in from the consumer people are at different points of journeys in their healthcare journey so we have to customize it and personalize it for them for the users today so Geet, apart from talking about personalization you brought out a very important aspect because when you look at the people who founded companies which are related to healthcare a lot of them that I've observed have a purpose behind it there's a reason they got into healthcare businesses and many a times as a founder you're not able to bring out that why that you spoke of in front of the audience and I think that is a role that the marketing teams have on their shoulder that they need to brilliantly do it in an effective manner so that the why is known to the consumer the second thing you use the word persona that brings me to the next question British this is for you when we are talking of creating a persona in that in fact all the marketers have used this word you know all the time but today when we were talking of personalization we are trying to understand and today we have a technology of AI blockchain etc to help us understand and go beyond what you said mass what did you say mass customization towards personalization real personalization so how do you think British can we use data and analytics to create that journey towards personalization in trying to understand your customer in the first place so love to be a part of this amazing panel and representing the whole digital well-being industry healthcare industry is just beyond my dreams now if we break down healthcare and digital healthcare servicing into components it will be diagnosis and then you provide a solution and then the customer unfortunately sees results and that's when data analytics as all of us are leveraging user data to first diagnose what the user is going through now because of our privilege we sit in Bombay and many other metros we have amazing doctors who know what questions to ask and what are the common problems a customer or a person will face in a particular age bracket but let's say someone who's sitting in a rural town in Bhuvaneshwar in Odessa right the healthcare facilities there are not that great so this is when companies like us and a lot of other people who generate questionnaires or head tests and apps to understand what parameters and user attributes we can take from the customer and provide a very customized and personalized solution for them so that the result which they intend to see let's say in 6 months down the line is properly curated and given to them right now let's say and we have heard this story from a lot of our parents as well right that the diagnosis only was very wrong but the doctor suggested some medication which only addressed X problem of the customer but did not address Y so let's take all attributes of the customer let's say he's facing issues with his energy levels or with digestion now hair fall can just be a symptom right unless and until you address all these problems that he's facing in his life he's not be able to basically feel more confident or solve for hair fall so the nuances are very many right people come from various stages of life various lifestyle problems various genetic problems and having a structured approach to first diagnosing all the problems that are there with the user and supplementing the solution as per their problems is what data analytics leverages and that is how marketing is solving this in order to deliver results right all of us are sitting here only because whatever solutions that we generated using diagnosis are providing results to the customers right so that's how brilliantly we've been doing it so far and it'll only get better AI machine learning is just a fancy way of saying it's a complicated way of if else if else loops right and it's only because of the power of questions that we are able to diagnose it better and the solutions are now out there right it just matching him with the right problem so that's how data analytics is evolving also the treatment process is way longer right it doesn't stop with just providing let's say the medication right they have to follow it through so based on the user pattern of using these apps and website we understand who is basically consistent on the journey who is dropping off in the middle or who got bored of the treatment right so we nudge them using various messages and calls from the hair coaches and all these points so that they get back on the treatment and do not divert from their journey and help them achieve the results so that's how data analytics simultaneously plays a part with the whole product, tech and marketing to provide the needed results for the customer Venita let me come to you when we think about marketing whether it is healthcare or any other industry you can't ignore digital today I mean I was listening to the morning sessions that 40% of the budget is now towards digital so I think one comment that I heard in the morning was very powerful when they said that digital is becoming the mass media the new mass media right when we are looking at digital media as a very important aspect of how we are marketing or reaching out or engaging with our audience today what do you think healthcare companies can do to use social media to connect with their audience and also promote the products or services that we have to offer as a part of the healthcare and well-being and wellness industry so right before the panel we were discussing how healthcare and marketing doesn't go together because there is some sort of resistance from the users that it looks more like a push based effort whereas healthcare should not be pushing something which the user don't want to take so social media is a great way to show the personality of the brand and create a pull I think a lot of other panelists have talked about that you have to understand what the core issue is for example hair fall hair fall could happen because of multitude of issues it could be because you have vitamin D deficiency or some chronic illness but you can't just tell them that use our product and then you can get rid of hair fall so it is the owners of healthcare companies to educate the users through social media is that you know social media I mean everybody here knows that it's a great way to touch a lot of people but I think from a healthcare perspective it's a great way to not only educate but also to learn because a lot of times when as marketer we build personas it's based on who our ideal user should be but unless you don't talk to people you don't engage with them you don't know why or why not they're buying so I think their social media can really bridge that gap if you're understanding of why the customer is buying from you or who you should target so I just want to close it by saying that especially for healthcare basically for any brand but especially for healthcare it's really important to take the owners of educating your users well really safeguarding their interest and you know understanding that whatever you are doing should add some value in their life be it in the short term or long term you know it's very beautifully you are articulated the role that social media is playing but I think you know when we are a healthcare company or someone who's dealing with wellness or well-being there's a lot of responsibility that we have when we are interacting with our audience and I think social media is also creating a lot of something that was missing earlier but because of the assessment of technology we are able to now have a two-way conversation if you really use the technology well and what you really brought out was a very important aspect it's not just about creating education or creating awareness it is also about listening in terms of what is needed or what is the feedback and I think the second aspect of social media that I personally feel that can be really impactful is creating an influence you know because something that you can't do yourself the other influencers can do for you and that has created a faster acceptance of receiving the knowledge and information about the company and the products that we do so thank you so much for sharing that Shubhadeep Subhadeep Shubhadeep is correct whatever we do whatever we are trying to do can't be without challenges I have not come across anything which has been like straight success so what are the challenges that we as marketers are facing specifically when we are trying to innovate and do something which has never been done in the past when it comes to healthcare and well-being industry and what if there are challenges there has to be a solution so if you can identify the challenges and share with us what could be the possible solutions to those challenges? Thank you I look after the child nutrition category at healthcare and I am very intrigued by my position here today because I have to talk about the challenge while most of the other people have talked about the solutions but okay let me start with the challenge so there are two aspects to this one is marketing and one is healthcare and the third aspect is innovative marketing what we understand by that is usage of technology AR, VR, augmented reality or whatever the technical terms of those are but basically what it does is gives larger than life immersive experience to the consumer so we have seen the recent Britannia ads AI ads and we have all been very fascinated but those are done to trigger a kind of trigger a very positive reaction and affinity quickly now coming to healthcare healthcare is a tricky area so here this marketing is driven by providing information now information is boring using technology suddenly you try to make information very very appealing I will take an example from Praya you use AI and make baldness very lively so that you will get consumers or lose them so how to present information is a big challenge when it comes to technology for healthcare companies and the second thing I think is plethora of information the massive amount of information that we had to give because we have products and then 20, 30, 15 ingredients each ingredient has a role to play in solving some specific aspect of the problem so how much information can you really pack with the current attention span of consumers which is less than 3 seconds why should anybody see your ad no matter how much digital you are using or whatever you are using and the third aspect is information at two points one is moment of truth when I am searching for it that's when chats etc maybe are helpful but when I am not searching for it and you are pushing it on my Facebook feed I am really wanting to know that information so that's the challenge now coming to solutions I will just take two examples of what we have done at GRIDZO and GRIDZO is I used to call it personalized child nutrition brand but after today I will call it mass customized probably but we have a huge number of SKUs GRIDZO is a child nutrition brand for children from the age of 4 to 13 plus and we have huge number of SKUs catering to minute cohorts of needs age, gender, health goals etc and we kind of customize and cater to consumers with specific needs now you can understand with 30 SKUs you cannot really give all that information in one ad so the first challenge was how to identify the right person so we went through a lot of learning and we figured out a method and now we have been able to we have drawn a matrix of the key benefit the key cohort and the key outcome so these three are triangulated and we do not launch with one content we launch anything that we do right now in any of our campaigns we launch with multiple of campaigns and in this three axis and the second part I think were about providing information in an interesting way we experimented with gamification and that really worked for us so we kind of created a game where the mothers will go into their regular routines with their children they will pick up things that they are cooking or giving to the child and the game will tell them what kind of calories what kind of nutrition benefits are going per day along with that it will showcase how Gridzo can help and help in the child's growth so it's like one content which gets customized through an AI enabled engine at the back end as per your need but it's one content when I push it through Facebook so I think that was one of a very very good campaign so a real life example so yeah that's what it, thank you awesome, thank you so much for sharing that because you know while the just wanted to add to the challenges right and obviously a lot of our companies have specific R&D teams who do the research but even now if you go to any Google or like social media when you search a symptom it will eventually lead to cancer if you are having cancer right because there is so much information and noise like you rightly said but you have to trust the experts because there's so much work that has been put in so that's one main challenge which I would like to add to also it's the expectation of the results right I think people are so used to getting deliveries in 10 minutes right now that they also expect healthcare to solve problems in like a week or so which realistically is not possible in our any good treatment would take a longer duration to provide those visible and sustainable results so yeah these two are I think brilliantly but what really also came out was that the challenges could be there but the solutions need not technically advance it could be simple things that you could do to overcome these challenges Shreya my last question to you and one of the very important ones because you know when we are looking at marketing innovation doing things out of the box we also are working in an industry which is highly regulated you know whether it is healthcare services whether it is wellness services or wellness products per se how do you create a balance between innovating your marketing strategies and ensuring that the compliance you are complying to the regulation that is there thanks Haribendra good evening everyone and thanks for having me I think all that we spoke you know will come to nothing if we are not compliant so I think especially when we are dealing with health and I think what we need to understand over here is why this is so and this is so because when we are in the space of health we are in the space of trust and credibility you know unlike any other category you know which is more transactional let me put it that way when it comes to health I think somebody spoke about you know health outcomes it takes a lot of time so you are in for some time and you are here because there is something which is bothering you and something which not just might be bothering you but it might be affecting your family as well so trust and credibility is extremely important and I might actually even counter argue on this if you are able to build that in a compliant way that could actually be a differentiator because the sales that you are trying to drive in can help you in the short how to build a long-term business a viable business trust becomes extremely important so there are couple of things that I think as marketeers and personally I have applied over the years that I have worked in different companies first is don't see compliance and regulations as a barrier you know see that how you understand a lot of marketeers shy away from even understanding you know that someone else's job I will go with my campaign I will go with my content now who are that function is in your organization whether it's legal or whether it's regulatory you see them as on the other side of the fence you know and then you say you know this is not happening so but how many of us actually understand the laws of the land understand the regulatory framework I think so that is where it has to start from second my again my personal thing that which I applied which I founded beneficial is when you're thinking about your campaign brief involve them make them as your stakeholders you know make them understand the context make them understand your objective as to why you're trying to drive it I have found in many instances wherein they come with solutions which are even better than what you have thought because they will they know how to navigate you know around so those are the couple of things you know in terms of you know how we should be looking because I firmly believe that this will be differentiated and I think something which I've spoken about consumers are bombarded with information which may or may not be right that is the biggest issue anyone who is selling you know in the space of health today right now which means it's even more irresponsible on our shoulders that we do the right thing you know and and consumers over a period of time if they get to know through word of mouth or through their own experiences that here is a brand which I can trust with the information that they're giving with whatever promises that they're making over a period of time you will have an incredible position and if I may just also close something which was talking about one of the challenges I feel you know because health as an outcome takes a lot of time time is you know the enemy in this you know unlike skin, hair you know wherein you have instant results almost health takes a lot of time and what happens when it comes to investment decisions because it is taking time you may lose patience and if you're not consistent then you may think your campaign is not working but it's just that it's just taking time so what are the right metrics you have is extremely important versus just looking at sales I think thank you for sharing that because you know what you really brought out was the importance of responsible marketing especially in the domain that we are operating in health and wellness and you know as a closing remark you know what I have taken away is that we are living in an era where healthcare is facing a lack of trust and that is what your answer brought out that as responsible marketeers it is our duty to rebuild that trust and look at compliance and regulation with a very different perspective with that I'd like to close this conversation thank you so much for taking our time to be here and sharing your knowledge with all of us thank you can we have a huge round of applause for our esteemed panelists and may I request you all to step forward and join us for a photo of white here and also take this opportunity to welcome on stage Mr. Siddharth Dabure managing director MIQ India may I request him to join us on stage to present a token of appreciation to our esteemed panelists let's welcome Siddharth with a huge round of applause everybody and can we have a huge round of applause for our esteemed panelists to Samukta Ayur who's always been there for us to Sri Rampad Manaband to Shubhadeep Das Gupta to Kutush Mohadek and Venita Joshi and how can I miss out on our session chair give it up for Mr. Harbindar Narula Zordar Thali Om Haja everybody thank you so much to all our esteemed panelists and to Siddharth sir well well well after that enriching panel discussion it's time now to move to our keynote our fireside chat and when you talk about branding this one company which we all look forward to and a brand we all look forward to which is Amul an iconic brand synonymous with dairy excellence has played a very powerful role in transforming India's dairy landscape the fireside chat aims to provide insights into the brand's rich history innovative strategies and impact on millions of farmers and consumers across the country so it's my privilege and honour to invite the presence of Mr. Jain Mehta IC managing director Amul India on stage let's welcome him with a huge round of applause and for the fireside chat it is my pleasure to welcome on stage gentlemen who always inspires me Dr. Anurag Bhattra Zordar Thali Om Haja for the joining in on stage good evening give Mr. Mehta a big round of applause he's come from Anand he's a 10 p.m. flight he has two more engagements in between so always grateful to him for making his time for us and being here you can take this and I'll take this and I'm sure whichever they will be able to remove some chairs looks like I need two chairs to seat but that's not one is good enough for me Mr. Mehta one day Mr. Jain I called and said we must verticalize what we do in marketing and that's how the e-forum health care marketing domain was born and now we are doing a BFSI marketing BFSI marketing awards because every sector has its nuances this is the third edition today of the e-forum health care marketing summit and awards and health and well-being have taken a bigger role in our lives they're more top of mind post-COVID Amol is about nutrition and in an interview eight weeks back to business world you talk about how Amol wants to take over the kitchen of every Indian so nutrition and well-being go in hand in hand what is Amol doing to be able to make sure this new trend towards more consciousness towards health is catered from the house of Amol so we'd love your opening comments on that Thank you so much for having me here was a part of the jury also and the kind of event you put together was really fabulous and happy that you come to a stage where you're going to congratulate all the winners the point you mentioned is actually very very important and particularly coming from a category like milk it's very important because milk is associated with health it's associated with wellness it's associated with nutrition and also with taste and more importantly it's also associated with money every single household in India the single largest component of food you spend on in your budget in your month is on dairy products so that way for this particular product to deliver all the four five aspects of taste health nutrition energy and wellness is what the job is assigned to milk as a category so we at Amol are very conscious about it and the kind of products that we make the kind of attempt we make to highlight the goodness of milk first as a super food as a very composite product and then also talk about the sub parts of it if somebody is interested in the energy part of it then milk comes in different forms of fat content if somebody is looking at the lactose intolerance part of it then the product comes with a feature that is fit for lactose intolerant people if somebody is looking for protein as a segment we are looking at protein part of it in product somebody is looking at products without sugar we have product portfolio around that so all in all milk provides that opportunity not only to serve products in the liquid form but in the cultured form in the flavored form in the value added form the cheese the butter the key so and the metahison of course the indulgence part also which is a part of the overall requirement of household so this is this is the space we are looking at and very very closely focusing on the evolving customer customers across different socio economic strata different life style cycle life style age and try to create a portfolio around that which is very very comprehensive very composite and more importantly we have a mandate also to make the products available to all the Indians so this is the kind of interesting challenge now let me have a set of questions we sent it to you approved I have internalized them but let me ask you some real questions see milk over the last decade lot of nutritionists have put out a lot of content about milk how milk is carcinogenic some have gone to say that some have said it doesn't help in aid law weight loss it doesn't aid weight loss and hence in the last few years almond milk soy milk oats milk have also become part of the daily kitchen of a lot of people right there is an anti-milk movement what do you have to say about that as I mentioned it's a very very large category and milk is not just a single largest product that we have some total it's the largest agricultural product of India the quantity of milk is 10 lakh crores it is the total more than the total of wheat, paddy, pulses what is the turnover of almond milk take a guess why give you we are giving a good quality coffee hamper to him though he went to Columbia recently hopefully it matches that quality and I hope you have nothing else apart from coffee in Columbia yeah that's the only part otherwise I wouldn't have come back with a hamper coffee hamper what do you think is the most turnover any guess okay I used to think it's 50,000 crores but it's more it was last year 77,000 crores Mr. Khona you can sit here 77,000 crores and they have set up an ambitious target which I don't think is ambitious with seeing the growth of 1 lakh crores turnover so it's very large it's going to turn over than levers levers is close 50 to 60 now going to 60 plus so point is amul is very very large company I mean it's a cooperative but in terms of it's turnover so also there is a movement of well being where there are different grades of milk you know so do you see a large enough target audience for that kind of price so coming to the first point first which is the anti milk lobby so there are a lot of people who want to attack milk and try to take away a share of the customers by perhaps misleading them trying to talk about the bad attributes of milk and promoting the milk alternatives so technically when a product is not bovine origin you can't call it milk so since you mentioned almond milk it can be called only almond beverage so yeah beverage or any other beverage yeah it's not milk so this is where we as a milk lobby because as I mentioned milk is the source of nutrition for us as consumers but the source of livelihood for millions of producers and it's the largest agricultural crop so we have to provide the right information to the customer, talk about the goodness of milk, let the people who want to sell the alternatives do that because it's an open market but you should not call milk after all they're negating milk as a category so on their own if the soya beverages can prove that they are good for the health of the customers or the well-being of those who want to consume it's fine but we are very clear that as per the food safety laws of the country you can't call any product which is not bovine origin as milk so you can see the brand names have now changed to soya beverage and almond beverage and so on and then the customer takes a very conscious decision of buying any product which is fine so this is one talking about the grades of milk yes milk comes in variety of things which is zero percent fat and more than nine percent solid not fat which is high quality protein and calcium two buffalo milk which is more than seven percent fat and everything else in between people need milk for the taste part also as much as those who are calorie conscious you will be surprised that the largest selling pack and the product is of very high fat so this is where customers know the goodness of milk as a source of nutrition as a source of energy as a source of making ghee also from the surplus cream that you generate out of the milk and that's what makes the product cutting across age income groups and across market segments and again we did some surveys and found that people in the lower income segment consume the milk which is highest fat and some people who are very conscious of calories would buy a low fat milk so this is the paradox of the market you are conscious of calories I am glad you are doing that I am now tell us some consumer trends that are big enough for you to be able to launch products with value addition to milk I mean you already talked about you started doing amulet pizza became synonymous your dark chocolates have eaten ice creams so you are doing a lot of products which are value added you know milk is the base but you are adding what are the new products we should look forward to coming from amul I'll talk about two three things one is related to probiotics second is to protein and third is to organics which are the three things which come top of my mind one is let's start with probiotics now post-COVID everybody realize that importance of immunity and you need a strong gut to have a strong immunity and fight off the diseases and probiotics per se is a category it is supposed to be very elite category very expensive a small bottle of 60 ml costs you 16-17 rupees basically not afforded and again affordable to money and again having a lot of sugar and other things so one of the best carriers of probiotics is buttermilk and we sell close to 3 million liters of buttermilk in simple pouches every day across the country we did a very very dramatic thing overnight that bacteria in that buttermilk we charge is converted into probiotic so all the goodness of probiotic bacteria available at a price point of just 30 rupees a liter no change in the price the goodness of probiotic proven probiotic bacteria added and since the last 3-4 months we have started this across the country and consumers are getting benefit more than 2 crore consumers are getting benefit of probiotic without paying anything extra so this is the innovation which the country requires but not obviously we charge for it but again the concern and objective is to look after the health of the country strengthening our immunity and making India a stronger nation so this is one things which we have done and it is really gaining momentum in a very big way second is protein the country is looking for protein sources amul is the largest player of milk in the country so obviously milk has 3% protein so we are the largest protein player by default we have protein in form of paneer cheese and so on if we want to get into this in a space in a big way and make people aware that each one of us irrespective of her age we require 1 gram of protein per kg of our body weight every day now if this is it when we want Indians to do a maths that if your weight is 60 kg you need 60 grams of protein where is that protein coming from you may be a vegetarian, you may be non-vegetarian you may be eating several things in a diet but if you do the maths you are not efficient in protein you can't substitute the requirement of the country by importing the kala dabbas the black protein, black dabbas selling protein powder which is of at times dubious quality so since we are the largest manufacturer of cheese in the country paneer in the country we have the best quality way from that way we have started isolating the best quality protein with the highest BCAS ratio and started selling high protein lassi, high protein buttermilk we are coming out with range of high protein yogurt protein cookies, high protein ice cream high protein milkshakes, high protein milk and so on so very soon you will have a bottle of 200 ml milk which will give you 30 grams of protein and buttermilk already at 25 rupees you get 15 gram of protein at 200 rupees so all these products we are trying to bring in the market everyone would get a protein source in a regular product they are consuming throughout the day without depending on the shakes and the powder protein which is available in the market so this is what is the next level of our effort and you will see this all the products being launched over the next few months and that will make a big difference in the availability of good quality protein at an affordable price in a tasty format across the country around the year and the third is the moment on organics we all want to eat food without any chemicals without any pesticides without any fertilizers and so on that unfortunately is not there and if organics are available they are very very expensive so we got onto this space now we have launched a range of 8 to 10 products in organics which is organic wheat flour organic rice, organic dal based on which soon launch organic sugar jaggery, masalas and so on so that is what you mentioned everything you consume in your kitchen in your household will be amul organic in a very very affordable manner but definitely adhering to highest standards of quality and lab tested right from sourcing to the finished products especially I do contribute to that volume of buttermilk I turned vegetarian couple of months back and you know I do consume some of your products and I can say that amul has been launching new products in a very fast pace especially in the last 6 years almost every quarter there is a new product range in some new product category or a kind of sub variants which are premium in a existing category now what are the trends you see in health and well-being you talk to probiotic, you talk to protein and you talk to organic all three are very real movements what are the other trends that are happening in the health and well-being domain that the audience should be taking note of one is another one to add on to this is free from anything so lactose free products, sugar free products now these products also started gaining acceptance so we are developing a range of products around this category also the third thing is one more thing which is catching on is people moving on from loose and unbranded to packaged and branded which means dramatic shifts happening not just in the fresh milk product category but also paneer, also khoa also mithai so you need, I mean mithai maybe treated as an indulgence product but having mithai of bad quality it gets into the space of bad health and obviously it's not good for the consumers so we are launching a range of fresh mithais in a variety of forms and variety of regional tastes and preferences which would help consumers get best quality mithai have the indulgence but without compromising on the health part of it and same thing fresh cheese which is cottage cheese, paneer also is a trend which is catching on very much and people moving from non-vegetarian to very good form of food item which they can consume daily and that's another trend of it then obviously many other things which are not directly related to our business but in the space of the agricultural products like the dairy snacks the potato snacks, honey all these things we are trying to bring in the goodness of what the farmer has to offer and the consumer is willing to try and that is what our innovation is working on the variety of spaces and then the indulgence part also we are trying to introduce innovation in various flavors and formats of ice creams and so on so practically every single category or every single product that we operate in is very very exciting and the country is in a stage right now to accept all possible forms of innovation and this is what we are trying to lead from the front continuously innovating, developing new ideas, new products, trying out new concepts and creating a portfolio around that and then we can take it now the Amul brand or the earth is a very trusted brand in our surveys, in many other surveys Amul has come up tops in terms of and you know food is a very high involvement category, forget the price it doesn't matter how do you see Amul brand keeping pace with the new consumer with the millenials second is we have been talking for the last one decade about farm to fork with what has happened in the e-commerce domain especially post-COVID in terms of e-commerce becoming mainstream you are as a company uniquely positioned to make farm to fork a reality give us some other product segments you already given us two, three new product segments that are not in the public domain that Amul plans to enter over the next few months or years the first part is the strength of the brand and the core strength of the brand, I mean we talked about numbers of say close to 10 billion liters of milk that we handle in a year or the turnover of 9 billion dollars that we have and the large number of consumer base and all that but you are right in that point that I mean while we say all these numbers our currency is actually not milk, our currency is trust and this is a trust on which the Amul brand is standing trust of millions of our farmers who are owners the 3.6 million farmers and the billion customers who are there so all that we do is wanting to build and strengthen on this trust so that whatever we do is seen from the perspective of not a product but supporting or offering of an organization which is trying to cater to keep both the segments happy the producer as well as the consumer in terms of reaching out to the young millennials I mean it is one of the most challenging tasks that we have had there are a few things in our content basket is what we keep on experimenting and innovating and we realize that advertising to this segment will not work out so you need to create suitable content which will help this generation engage with the brand and think it is a brand which he or she owns and this is where you start building on the conversations and take the message forward and the brand the consumers become the brand ambassadors the case in point is the dark chocolate thing which you just mentioned we as the largest brand of dark chocolates with the variety of products which is now quite a formidable range but if you ask any person in India how did you come to know a formal dark chocolate it will not be through any advertisement it will not be in through any other means of communication except word of mouth so we built this entire portfolio because one customer liked a product very good presence in retail store and you went to the retail store the retail store was not stocking amul chocolates we were very bad in chocolate category ten years back but because you wanted this chocolate because your friend told you the retailer was forced to keep it and today he has a range of chocolates available across this so it was the pool of the customer with zero rupees spend on advertising and it's a word of mouth which created so we realize that these are some of the categories where you cannot do advertising on a billboards and print and TV like we do for every product this year the customer has to be your evangelist he will recommend or she will recommend to his friends and the products will build up ecom channel is very interesting amul was perhaps the first company in India to set up a direct to consumer cyber store as we used to call it way back in 98-99 we were in hundred cities of India delivering ice creams to your doorstep along with the butter and cheese and this was before actually ecommerce came into the country before payments to credit cards were accepted on the net and so on and so forth so we did this for 10-12 years then with the ecommerce coming in we started working on those channels and now we are coming back with our own shop.amul.com ecommerce channel in which we will be able to supply directly all these products I mentioned through our dedicated warehouses now the biggest ecommerce company in India would have one warehouse or one DC per state we have at the moment 83 branch offices means 83 dry warehouses 83 chilled warehouses 83 frozen warehouses and 98 dairy plants so we are at the radius of 200 kilometers of every single city and town of India already there now all this is being made ecommerce compliant and today if you order something in Bombay if you order mithai by 12 o'clock a packet of 500 rum mithai can be delivered to your doorstep by evening so this is the kind of technology we are building into our operations across the country which make us a very large ecom player also I mean we call it omni channel because we are also there in physical distribution retail so this is what we are trying to do to get closer to customer without charging anything but more importantly the entire range of products would be easily available through this format apart from the million outlets and 15,000 distributors who sell the products but let me tell you every single liter of milk which each of our 3.6 million farmer queues is on the common software so the farmer gets an SMS the moment he delivers the milk with the fat SNF percentage and the price which is credited amount which is credited to his or our bank account to every single packet of butter cheese we sell in a million outlets is on the same software so we are highly integrated cow to consumer company on a technology platform and this will now be consumer enabled to make it fully available to everyone across the country. Thank you Mr. Mehta, please give Mr. Mehta a big round of applause for being very for being very specific with his inputs and relevant inputs if there are one or two questions we can quickly take them one question right that's from my Kanchan is a senior editor with us one of our best writers Hi so I would like to know how much sales you are expecting from your own D2C channel? He is looking for a story for me for him tomorrow Jayan Mehta says 20,000 crores will come from e-commerce I wish but on a serious note for us it's one channel which will help us actually sell the innovative products the high protein buttermilk which I mentioned is not sold to any physical store at the moment it is only available to e-commerce channel because the customer knows that this product I mean he or she is used to buy such products on the e-commerce so that is also giving us a good channel in last 3 months we have got more than 100,000 customers who are our regular customers buying online so we are looking at a very very ambitious number because I mentioned if we want to set up a warehouse I mean 2-3 warehouses per state the numbers can be very very good but currently how much comes from e-commerce? Total because we deal with the other e-com companies also the Q-coms and the e-com companies and all so close to about 5% of our total turnover comes from that space but once we that is itself 4000 crores so once we do it ourselves the numbers can go up multiple times because in this case the consumer will not have to pay any delivery charge he will get a wider range available and closer to everyone everywhere so we can expect this current revenue to double in the next next month yes it is possible thank you please give Mr. Mehta a big round of applause thank you Kanchin for asking that question it's time for a perfect photo op may I request Dr. Bhattra to also present a moment to Mr. Mehta as a token of appreciation on behalf of the entire team let's have a huge round of applause for Mr. Jay and Mehta everybody thank you so much Dr. Bhattra for that amazing fireside chat thank you thank you so much gentlemen alright ladies and gentlemen it's now time for our next panel discussion yes this is talking about digital marketing the changing dynamics in health and wellness this session promises to be an engaging exploration of the latest digital trends in the health and wellness industry we have still a lineup of panelists each bringing a wealth of knowledge and experience in their respective fields before we proceed let me introduce our esteemed panelists starting off with AB Mr. Ashish Bajar Chief Marketing Officer at Narayana Health let's welcome Mr. Ashish Bajar with a huge round of applause everybody joining in will be Senior Vice President and SBU Head at Alembic Pharmaceuticals Limited let's welcome Mr. Atul Soorey Zordar Dalia Hojai and joining in will be Vice President Marketing and Commerce at Noble Hygiene Karthik Jainary let's welcome Mr. Jauri with a huge cheer everybody also joining in will be Head Marketing and Digital at Bear Ritu Mitha let's welcome Ritu with a huge round of applause when you head with our next esteemed panelists Head of E-commerce and Digital Marketing at Galdahuma good up for Mr. Sunil Naat Zordar Dalia Hojai and our panel discussion will be moderated by Rashmi Thosar the founder and CEO of Brandcare who brings a wealth of expertise in the marketing domain let's welcome Rashmi Thosar with our huge cheer everybody over to our session chair hello, yeah I think that's working welcome everybody I think Mr. Mehta already said the ball rolling for this discussion there was so much in this talk about digital marketing welcome to all the panelists I think digital is here whether we like it or no earlier everybody used to just watch television I think today people watch YouTube videos of people watching television then they make reels out of it then they put it on Instagram and then the reels are soon trending and I think that's just here to stay within the health and wellness and farmer space I think we've been a little bit slow in adopting digital marketing probably because this is one of the segments which needs to be very responsible, very accountable and a lot of compliances are there in place so I think we've been slow cautious but very well meaning because it's about the lives of people and this staying within the compliances and the regulators and being responsible several marketers have made a very good start and have driven the digital marketing space very relentlessly and we are here to hear from them today and we'll set the ball rolling with what's happening with the latest digital trends and what are the newest digital trends and we'll start with Atul, how about you? Hi So there's this funny thing about digital trends you know if I were to get into the buzzword of the season which is chat GBT and say okay digital trends they'll straight away market you you know IOT blockchain, AI, ML but those are not trends those are tools and in my teams often that whenever you think of trends think about who that person is that patient you know for pharma it's a patient for wellness it could be any human being what is happening to that human being what are the trends that you see with that person because we're talking digital marketing here who is it for? it's for that guy or girl over there so let's look at what are the causal factors digital that will automatically dictate the trends and today anything digital can be applied to anything so we don't marketeers here I assume and you know marketeers the best thing about them is if you don't come up with 4Ps or 3As or something like that nobody gives them enough bhaav so I've also done that and I've come up with 5Cs as far as you know causal things that create trends really keeping an individual or a human being or a patient in mind and the first thing really is the first C really is consciousness today every person is conscious about health and wellness whether COVID did that whether looking good on Instagram did that to them I don't know but the point is today everybody is conscious of their health and wellness so as marketeers what are the trends that come out is something that's what we need to see can we bring in awareness of diseases can we bring in awareness of cures very broadly speaking so that's what you as a digital marketeer need to focus on how can I bring in more consciousness so that he's drawn into our product or our service or whatever it may be that's the first C the second C I call is control today every individual wants to be in control of his or her health and wellness it's as simple as that relate to a digital thing whether it's going to be wearables whether it's going to be internet of things that you know okay I have a reminder or an alert that comes to me that spikes me to take a medicine in time whatever it may be how can I then as a digital marketeer leverage that you know so getting into the mind of a patient or an individual who wants to take things into control they want to do it themselves they're looking at personalized die charts coming in for them how can I provide that for them as a digital marketeer what is it that I can play on that's the second C really with an individual the third thing is and everybody from the farm industry will tell you it's all about the patient journey yes it is but it is care at the end of it all that's something it has to be outcome based care how can that care be given now is this what my target audience is thinking how can I leverage in digital into this what can I do for care can I make it personalized again how can my communication go up to them so look at these three behaviors as far as the individual is concerned now we're all in companies the other C related to more of you know as marketeers doing things themselves is something that I call of convergence now convergence the simplest thing today everybody thinks of is health and technology and that's actually the trend that's going to catch up and is already there the bus is already moving if you're not on the bus and like I did like the way she brought it out that farmer industry has been rather slow in not just adapting to adopting but even absorbing technology really you know I was at a panel sometime back and a fellow farmer from a ranked of five companies was also on the panel he didn't like that so I asked him a simple question I said when was the last time you actually went to a bank I mean you're doing everything sitting at home on your device but tell me before Covid how often did you actually get into telemedicine or what are those other platforms maybe we have been late as an industry to absorb digital technology and I'm not talking manufacturing I'm not talking research and development actually I'm also talking development how much of AI have we leveraged a new drug discovery coming about I mean the fact of the matter we hardly have an NDD as a country today but we have been rather slow in adoption of digital but I think digital marketing also we've been slow but I think we're on the bus now we just need to propel further so it's about convergence it's not just convergence about health and technology when I look at convergence I look at data everything that we have has to be a data driven decision and data is not just about ok how many hits this that and the other every little thing that concerns a patient or concerns an individual what is he doing how is he where does he work every little thing is an input to you AI can get that for you AI is listening at all points of time and therefore what you need to do is to focus on this aspect firstly health and technology and second get data to everything that you do whatever you do based on a data decision will willy-nilly be absolutely correct and the last see when we talk about companies at our levels I talk about collaboration today without collaboration you can do nothing even in the digital health tech space what is collaboration collaboration can be big plus big a fine example could be the vaccines that came about Pfizer collaborating with BioN and being manufactured by Senofi arch rivals otherwise but they collaborated for a cause at that point of time it could be big and small a big pharma company collaborating like we were at you know a pre-meet all of us were sitting and we were trying to see how we can help each other and it said I'll step in and help you because he's into sanitary napkins and things like that so I decided to get a piece of the cake and tell him I you know three gynecology teams from the others reported to me so and I cover 30,000 gynecologists every day can I collaborate with him so I'm not saying I'm big and he's small but I'm just giving you an example how collaboration also works small and small also works so you need to have a collaborative mindset bring in the digital piece into it and you will see that we guys are actually rocking a little more than the time that you allotted to me my apologies for that Thank you, thank you very much I think I was just telling somebody this a lot can happen over coffee has never really worked for me but I think it has worked for Atul it has worked for Kartik also I think many of these new alliances happened over coffee that's a nice thing there is one very important thing which you said Atul was of your all the seas which are here since we are in healthcare and care I think is a very, very big part of healthcare I would like to move that question just a little bit more to Ashish since they are in the service industry they are in the healthcare services do you see as Ashish care is something which is going to be digitized and which is digitized right now I'm going a little of my questions which I have sent to you earlier but I think I would like to see whether how much of this care is really going to go into digital marketing and how much are you going to talk about it So I will take the leaf from what Atul said about control and care will go hand in hand it's working so I'm saying control and care will go hand in hand and there is already a lot of effort just adding another sea that is the consumer and what's missing out right now from both the health and pharma industry I'm being an outsider just a year into the service delivery model what we are missing out we are building big ecosystems but which is minus consumer so the minute you put consumer into it the care will automatically be into his or her control thus you need a medium which is served at right in their palms so I think that ecosystem follows brilliantly well Yeah I think it does and it should also because that's what we are all about within the health care I think care has to become like a really really big component and if digital we have to use it we have to put it to good use over there moving to our next question is about how is it that we are going to use data to drive digital marketing many have done it I think Galdurma has done it very well with Citafel and we would like to hear from Sunil how do you think it works and what are the good learnings from it So I think I believe there's enough spoken about data people say it's oil, fuel, coal, silver, platinum and I think a lot of world has been given but if you see that data is not just data data and technology is what we want to create an experience so I'm not adding another C I'm adding an E so it's all about experiences and when we saying that we want to partner we touch each other because consumer when they look today we all look that we want to sell our product let's say I want to sell only Citafel or something else but I think ultimately we all come together to create an experience for the consumer I think data there are a lot of articles published using data and AI engine predicted breast cancer is supposed to happen after two years from that data there is a scientist called Scott Hayden who put some sensors into your mattress and he analyzed that how you sleep, what deep your sleep how you moving, you're not moving so just think hypothetically that you're using that mattress you slept deep sleep for four hours, you get up in the morning you set up your watch thinking that you have a 10 minute cardio and watch it saying sorry you're not slept well you just do 10 minute cardio you do a 10 minute cardio then you move towards your freezer and say think that I'll have to eat something and then your freezer saying okay hello you have not slept well you just did 10 minute cardio you only drink juices so how this is going to possible this is all will be possible using the data and how the data will be integrated so if we look there is no one company who can do this and create experiences now coming into our industry like skincare yes we are utilizing data how effectively it's working, it's working very fullest but if you ask me what is going to happen in three years using data we all know there are a lot of apps available online which can analyze your face and tell you that your skin is oily, your skin is dry your skin is combination skill and everybody use the same product but let's say company come with offering that okay you use my app analyze your skin and then after that you sign a subscription that for next one years you utilize my product but I'll create a product which is specific to Sunil nobody will have that kind of I say precision for a consumer so when you create that product give it to that Sunil I'm sure not for one year but using for so many years so then what are you creating there is experience, individualize personalize and this all possible with the data otherwise there's no what you are saying is using of data for more personalization for more personalize experiences have you begun doing that do you have any kind of life cases that you might be putting that to use though I don't very much like this word data I don't want to be a data but yeah that's how it's being used in these days data is not data so in these days everybody is individual and if you ask us have we utilizing yes we are so we analyzing who is buying our cleanser how can I auto send them the another third order after analyzing two purchases if he's buying only two what I can purchase another thing so data is not a data for us these days it's each individual their patterns of buying, consuming behaving with us and then accordingly we interact with them using our marketing channels it may be your sales first marketing cloud then you can add up to WhatsApp SMS and everything into that and this is how we are using that data right are there any kind of data that we are using similarly to the say for example dermatology industry where you see that you know this is how you are probably going to be looking at data in the future and this is how you are going to use it in the digital marketing space. So I think there are different different places where the data has been utilized and in these days if you see the companies who are particularly in dermatology it's not only cosmetic now I'm sure people sitting here 50% of them know what is an SNMI what in hyaluronic acid and all that if you see now companies started mentioning this so companies making products humanized not doctorized so they understood the pattern that what consumer are searching for what is their need what are the ingredients rather than doctor writing it before that even consumer know what is his skin needed and that's where what each consumer is using what searching for it. I think a point well taken because many times data itself can drive innovation after you see the trends which are happening. Coming to our next question is which is very very important talked about very greatly within the digital marketing space everybody is going crazy with it everybody is just talking content content content all the time now how do you what are the content and what is something special that you're doing with this content and what are the great learnings for especially for me as a marketer for this panel here and also for our for our audiences I would like to pitch that to to Karthik before you actually get on to the content it would be nice Karthik if you tell us the space that you're in and where you're using the content for your audience so that they understand especially the category that you're in and the products that you're marketing. Absolutely would be happy to. So I represent Noble Hygiene we are the category leaders for 23 years and adult diapers we have the largest Indian baby diaper brand we also have a sanitary napkin brand called Rio which was the first one to launch heavy flow heavy flow products in the category and all of this is very graciously added which is consumer I think being a blend of FMCG and healthcare that's always put us far more closer to a consumer then would say from any other category mostly which would be prescriptive in nature. To swing back to content right I think we've leveraged this in in a multitude of ways and one of the key things here is personalization and I'm going to share some tactical inputs you know stuff that has worked for us and we've experimented and learned for the benefit of everyone. Personalization has now gone beyond language it's gone beyond cohorts and lookalike audiences right I see a lot of marketeers and brand owners trying to figure okay content content etc but there is no power unless you can create sheer volume of content because that is what allows you to AB test that with the right kind of cohorts. So for us when you're talking about incontinence with adult diapers anyways a massively taboo topic and in that room here you have either grandparents or your own parents in your home struggling with this issue and they haven't spoken to you about it. Now incontinence can be caused by diabetes it can be caused by prostate issues it's a regular feature in post birth for women and how much conversation do we see around that. Now my team in house we have developed the capability with our own designers on stack using some of these beautiful generative AI tools to spin out 30 46 creatives on you know 48 hour cycle. So a diabetes search user is going to see a very different line of communication as would a mother who is trying to look right and again consumerism and how he ties all together. So for a mother a very beautiful verbatim is you know when you laugh or when you sneeze you feel a few drops come out and the moment you mention that in a very snappy fireline copy which you can use AI tools for as well suddenly you start seeing conversion rates go up. If you know your people well and if you've become really good at marketing the appropriate kind of content to them. So my team very proudly we've received 3000 4000 shares on our posts on our brands without a single rupee spent. This has happened on Rio we've received 4000 5000 engagement and I qualify engagement as a comment or a share again on like a 500 rupee spent on an adult type of category which let's be honest no one wants to interact with on a daily basis right and I would urge everyone in the audience to think of content far beyond the single frame single frame works that you're thinking of for for us one of the most vibrant pieces of content that we do is ORM. So for all our ORM across our brands is personalized and I would vouch all of you to think of how much value that would add if you get a personalized comment on every single thing that you post with a brand for the price of two mainstream influencers campaigns in a year you can practically set up your own team and get far better spike rates and add genuine value to your own end consumers. So a mirror to me is to think about content I think you have to expand your framework about it and you see opportunities just blossom. Thank you Ashish also I think I would like to ask this content question to you especially because you're a service brand and how do you look at content for Arayana Health and I before that I also wanted to check has your kind of content I think there has been a change in your position from Narayana Rida you've moved to Narayana Health has that influenced your content in any which way? Absolutely yes because the thought process was to open up ourselves up for larger audiences in towns that you are not being categorized as just one department hospital you are multi so that means that is the way the business was doing and it was required to make that shift as well and they did it 2017 and post that it has been a good decent story but if I pick up the content conversation of course what Karthik was speaking about comes from the kind of consumer that they are working with we being no tangible product all entirely service it works with us not just only from a point of view of saying doctors have done some milestone surgeries usually has been a typical content driving force for the entire industry when you see those testimonies when you see that say for instance the content going out of any healthcare brand they all are similar just remove the logo and put anyone they will be absolutely same so that differentiation why because the content the consumer and the milestone is something that what not consumer every consumer is looking for so again personalization is one way where you are working towards what my big funnel user wants and then you bring your entire strategy about solving making it easy bringing it to lay a layman not having a CABG thrown at a neck of one of the consumers to understand that this is what my content is and me as a brand look like the minute you start solving for easy understandable content and I think content is equally proportional to the span of time we all have from a days of watching an entire half an hour episode sitting down with the entire family to a 30 second at rate that's equally proportional to the luxury of time we have so from a marketing base point of view you need to move to that and map yourself as a brand to that journey as well and there's nothing better than personalization in service care as well Thank you very much. So would you say that you know to be say for example to be good content on social media you really don't need to be a marketer you need to be a member of the community only then you can be a great marketer if you try to be a marketer maybe then you're producing material you know put out do you consider yourself to be like a part of the member of the of social media and then think of the content So I'll say that it's kind of a very thin line because both ways it can damage because suddenly if you're part of the community you're thinking very very differently so it's always the balancing game but yes if you are as a marketer able to do that I think there is no better ticket Sure I think I've been wanting to talk to Ritu for a long time Do you have any great cases for examples that you would like to share with our audiences on how Bayer has used digital marketing with their audiences in any space whether it is physicians, consumers anything that you can share with us Sure So before before I share an example or a couple of examples of how we've used digital marketing or effectively used digital marketing for driving brands to the consumers So one of the questions I often ask is so what is what is effective digital marketing really mean and I think there were lots of different things that we heard in terms of the right consumer the right content the right context So to me effective digital marketing is really about when we bring all of this together So it's really about reaching out with the right content to the right consumer at the right time in a relevant context and when we when we try to get all of these right or relevant is when we create magic in terms of marketing or reaching out to our consumers and this is true whether it is digital marketing or marketing otherwise What digital marketing has done or what digital has done is that it has made getting these rights a lot easier because gone are the days when you could only reach out consumers from a demographic perspective So today we are talking about whether when consumers are using they know about Neersenamide so you can actually find out which consumers are looking for Neersenamide products and you can target them So that is what digital has made possible identifying those right consumers as per the brand strategy and developing the right content for them When I came into by a three years back from an FMCG background one of the things I very often heard was that healthcare is boring What interesting stuff are we going to do here and I think one of the things we try to do was change that We talked a lot about how healthcare has been a little bit late to the party of digital marketing I think healthcare has also been a little late to getting the right content which is simple and engaging for consumers to understand and within healthcare I think pharma specifically because there's so much science to it How do you really tell that science to the consumer in a way which is simple to understand but also memorable So that is really really important and I think that's the transition that is happening now and that's helping a lot because you can't expect the consumers to understand the most complicated science and then be able to use the products themselves unless we are talking about prescription where consumers are patients and they are rather acting on a prescription given by a doctor So when it comes to self care and when we are expecting consumers to buy on their own it becomes very important that the content is also simple and interesting or engaging So one of the things that we've tried to do is one talk to the consumers in a more contextual way So a simple example I would give is that when we relaunch Saradon now headache is something which has 100% incidence it is relevant to everybody however different people get headache in different contexts for a home maker it could be because endless work that she does making everything happen for a gig worker it could be to do with the hours changing hours that they work on or for somebody it could be because of the EMI pressure or the financial troubles that they have So one of the simple things that we did in the content was to create I would not call it personalized but contextual content and then using digital target that content giving the right context of that headache to those individuals so somebody who is actually looking for some financial related problems you can serve a different piece of content versus a home maker you can serve a very different piece of content on digital and that has worked very well for us in fact when we so when we started our objective really was to act on headache because one of the things that we understood from our consumer deep dives was that Indians being highly resilient they don't act very soon on headache and they try to use everything possible till it's not they're not able to bear the headache and then they take a pill so one of the things we tried to do was try that relevance and using digital using social media creating topical content doing partnerships to create more engaging content all of this has worked very beautifully for us to the extent that we've seen almost 9% more users enter the category of headache pills as a result of these interventions great thank you thank you I think good learning there yes science is boring and it need not be it's our job to make science sexy and if it is not we're not going to be able to do a very good job of marketing it well thank you so much for your time everybody it was a great learning for me personally and I hope for our audiences also I don't know they've been sending me treats now to wrap it up do we have any time for any questions just in case if somebody has a question it would be great so maybe just one question it's open it's an open mic just in case if you have a question open to anybody for a question there is a gentleman right there yes please thank you sorry I was kind of late but I come from Caldema handle the set of the baby portfolio something that I want to ask with the newest digital and as we see a lot of healthcare brands are moving towards consumers there is a lot of opportunity wherein we build the industry through digital so as a marketer how much critical is it to ensure that we engage with our set of doctors that is dermas, PDAs through digital platforms I need to understand does it make sense where in you know you have a touch point where in your person directly reaches out to that individual and has that personal touch a couple of minutes or say around 30 seconds that he spends inside a cabin a digital intervention where in you are reaching to a mass number of doctors and you are not really sure if it is I mean the conversion matrix are very different as compared to what we see in consumers I could have answered but he will not like so I'll tell you what the work of the platform is to bring the doctor and the patient to be patient I will say the consumer closer that's the all the care that we were discussing it's irrelevant why because that consumer is already searching it's not about that 30 second in the cabin but after that is the engagement or before that is the questions that I'm trying to get answered for myself as a patient so it's I can talk about we have some 30 plus doctors on board and we are running almost 800 plus digital platform equivalence for them whether it be their profiles their twitter handles by the way so we are running that and that's a very core strategy for us to bring closer to consumers thank you, thank you Ashish and I think any more questions we can take it offline and during our conversation we are running short of time thank you, thank you very much because the team to join us for a quick photo is Mr. Harbinder Narula CEO BW healthcare to join us on stage to present momentos to our S.T.M. panelists let's give them a huge round of applause everybody we thank them for their time their expertise and their valuable openings a special thank you to Mr. Ashish Vaidhwaj to Abhisruvi to Karthik Chawani to Vothu Mithal also a big big thank you to Mr. Sunil and how can I miss on our session chair Rashmi Thosa thank you, thank you so much for joining in and may I request for a quick photo up on stage a quick photo of everybody a huge round of applause everybody and thank you, thank you so much team for joining in thank you so much Mr. Narula for doing the honors as well I'd like to thank all the panelists our speakers for their thoughts for today ladies and gentlemen keep tweeting using the hashtag healthandwellness and continue to keep the buzz alive because like I say picture Abhi Baki Hanardos yes you've been a fabulous audience but now it's time to take it to the next level ladies and gentlemen it's time for E4M Health and Wellness Awards 2023 and before we start off with the awards I'd like to draw your attention on the screen for a very interesting AV so let's have a look at the AVs