Sorento - a decade of being different but together

It's been a decade. A decade of hard work, a decade of hard play, a decade of liaisons and a decade of togetherness. A decade of achievements for an organization envisioned by two pioneers -- two leaders who best do just that, lead.  It was time to acknowledge that. It was time to celebrate that. 

Sorento Healthcare celebrates their 10th Year anniversary with the theme that makes us who we are - different but together - be it with our clients or be it internally as a team.

Sorento spreads its wings to cover the globe

Asia’s first healthcare agency to be a part of Indigenus.

The caliber to create great ideas and expertise has got Sorento Healthcare Communications into a global network called Indigenus. With 14 healthcare agencies around the world as its part, Indigenus is famous for its unique proposition ‘taste the local in your global’. This means Sorento can now give its brands a taste of local-global solutions and that too piping hot.

Within just 7 years, this enthusiastic agency has achieved remarkable success, enough to make heads turn in the advertising fraternity. Sorento has recently bagged a Cannes Lion for its famous Enemies entry (Knee Osama/Bush & Knee Batman/Joker); proving the world that it’s not just any other healthcare agency. With Clios, Abby, Big Bang Awards in its kitty, Sorento today ranks as one of the best agencies in India.

All in all, the first half of 2011 has seen a glorious side of this promising agency. And now with a global network in its name, Sorento is sure to weave success stories for its brands as well as for itself in near future. Catch them on www.sorentohealth.com

To taste the flavour of Indigenus, log on to http://www.indigenus.net/

Sorento tames the Lion in first shot

India’s only healthcare agency to win a Cannes

Cannes, every year, is famous for weaving great success stories. One of them, this year, was a story called Sorento Healthcare Communications. It’s this agency who entered in Cannes for the first time and came home with a whooping Outdoor Lion, Bronze for its famous ‘Enemies’ entry.

To promote an arthritis therapy to doctors, this campaign was created for Wockhardt for its brand Sammy. It’s exquisitely illustrated bringing together two arch rivals for a good cause – Osama & Bush as well as Batman & Joker. An individual entry Knee Osama/Bush also earned a nomination in the Design Lions category.

This passionate agency has also won Clios, Abby, Big Bang Awards and many other international healthcare awards. Its ‘we-beg-to-differ’ attitude and caliber has got heads turning in the advertising sphere. Also, it’s now a part of an independent global network called Indigenus. No doubt, Sorento is today one of the best agencies in India.

With prestigious awards year after year and a global network in its name, Sorento Healthcare Communications is sure to be in news in coming years. Catch them on www.sorentohealth.com.

To view other winning entries, visit http://www.canneslions.com/work/

Sorento Healthcare sets a benchmark at Goafest 2011;

the only healthcare agency to win a Gold Abby!!!

The Goafest 2011 Creative Abby Awards night on 9^th April opened up a new perspective towards advertising. Surpassing all the mainstream entries in the OOH category (cosmetics, toliletries and heathcare), Sorento Healthcare plunged ahead to grab a Gold Abby!

It’s this ‘house of uncommons’ that is striking international awards one after the other for last three years in a row: gold and silver at RX Club awards 2008 (a prestigious award in the healthcare industry worldwide); two gold metals at RX Club awards 2009, and three bronze at Clio Healthcare 2010.

A proud moment was when the team of Sorento received the trophy from one of the Creative Gurus of Indian advertising K. V. Sridhar aka Pops, who was all praise for the entry. The winning ad titled ‘Knee – Osama/Bush’ is exquisitely illustrated bringing together two arch rivals for a good cause – to promote an arthritis therapy to doctors.

The team that worked on the entry includes the Creative Group Head pair of Dinesh Ghosalkar and Sarvesh Raikar, ably supported by Sachin Bugade and Pritesh Rane (Illustrator). Commenting on the winning entry, Rajesh Rai, EVP and CCO, Sorento exclaimed, “The hangover of Clio was still on and Abby happened. We’re overwhelmed and that’s our motivation”.

The only other winner in the same category was Creativeland Asia who won silver for their Medimix entry. With lots of awards in their name and great ideas on their mind, Sorento Healthcare is one of the frontrunners in healthcare advertising. Catch them on www.sorentohealth.com.

To view other winning entries, visit http://goafest.com/goafest2011/home.htm

SORENTO HEALTHCARE, ASIA-PACIFIC'S HEAVY METAL ROCKSTAR AT THE CLIO HEALTHCARE AWARDS 2010

The results for the prestigious Clio Healthcare Awards 2010 are just out. And the metals have been awarded with great scarcity. (Only 3 Golds awarded across the 10 categories). Leading India’s charge at the Clios was Sorento Healthcare Communications with three bronze metals.
In fact, Sorento has more metals than any other agency specialising in healthcare across Asia-Pacific. Apart from Sorento, McCann Healthcare, Mumbai was the only other Indian agency among the metals with one bronze.

Rajesh Rai, EVP & CCO, Sorento exclaimed, “Sorento’s triple metal haul is especially significant even in the Asia-Pacific context. It’s second only to Y&R Interactive, Israel who bagged 4 metals, and also topped the global tally.” Dinesh Ghosalkar and Sarvesh Raikar, Creative Group Heads add, “Even in the overall metals haul Sorento is at a prestigious No.4 in the world”.

The agency had 3 shortlists and all 3 have been honored with a metal. Sorento won 2 Bronzes in the Poster Category - ‘Knee – Osama/Bush’ and ‘Knee – Batman/Joker’. Illustrated exquisitely, the concepts brought together arch rivals for a good cause – to promote an arthritis therapy to doctors. The third Bronze came in the Direct Mail Category. Titled ‘Coffin’, the mailer was sent to diabetes patients highlighting the growing prevalence of leg amputations.

The team that worked on the entries include the Creative Group Head pair of Dinesh Ghosalkar and Sarvesh Raikar with teammates Rucha Patil, Abhay Patkar, Pritesh Rane (Illustrator), Sachin Bugade and Siddhesh Kadam.

Other winners in the Asia-Pacific region include: McCann Erickson, Tokyo, McCann Healthcare, Japan, Jeh United, Thailand, Euro RSCG, Australia, Grey Healthcare Group, Australia and URSA, Australia – one bronze each and Three Drunk Monkeys, Australia – one silver.

The CLIO Healthcare Awards is an extension of The CLIO Awards, one of the world’s most recognized awards competitions for advertising, design and communications, which celebrated its 50th Anniversary in 2009. This was the 2^nd edition of the Clio Healthcare Awards. The first edition – launched last year - only accepted work from agencies based in United States. The winners can be viewed at http://www.cliohealthcare.com.

Or at our facebook page: http://www.facebook.com/album.php?aid=246934&id=190494819750

Catch Sorento in the news at:

http://www.nbc12.com/Global/story.asp?S=13505596

http://www.adobomagazine.com/global/module.php?LM=news.level1&id=1289710643337

http://www.campaignindia.in/Article/238813,sorento-and-mccann-healthcare-india-pick-up-bronzes-at-clio-healthcare-awards-2010.aspx

Sorento Healthcare Communications, India strikes thrice at Clio Healthcare Awards 2010 Shortlist

20th October 2010
CLIO Awards don’t need an introduction in the advertising world. Ask any agency professional living on this planet, and the dazzling CLIO trophy will feature on his/ her must-have list. The good news is, with the launch of Clio Healthcare Awards this honour can now be sought by advertising agencies specialising in the healthcare and wellness sector too.

The shortlist for the 2^nd annual Clio Healthcare Awards 2010 was declared today.In fact this is the first time ‘international’ entries were accepted in the competition. (The first edition – launched last year - only accepted work from agencies based in United States)

India’s Sorento Healthcare Communications, one of the country’s leading agencies in this space, made the cut with 3 shortlisted entries. The entries battled three rounds of rigorous judging by an esteemed international jury and had almost 235 agencies from 27 countries participating.

Rajesh Rai, EVP & ECD Sorento is all smiles. He says “Every year our endeavour is to produce brand solutions that set a global benchmark. I’m happy even this year, we’re up there with the world’s best”.

Dinesh Ghosalkar and Sarvesh Raikar, Creative Group Heads at Sorento were thrilled with the news.“We are glad that a body of the stature of CLIO has decided to honour healthcare advertising. The recognition was long overdue, given the world-class work that’s produced in the sector”. (The duo has collectively won almost two dozen International Awards at globally recognized platforms like the New York Festivals (Globals) and the RX Club, New York.)

The Gold, Silver and Bronze Awards will now be declared on the 12^th of November with a grand party at the Hudson Hotel in the New York City.

Entry details: The agency had two shortlists in the Poster Category - ‘Knee – Osama/Bush’ and‘Knee – Batman/Joker’. Illustrated exquisitely, the concepts brought together arch rivals for a good cause – to promote an arthritis therapy to doctors. The third shortlist came in the Direct Mail Category. Titled ‘Coffin’, the mailer was sent to diabetes patients highlighting the growing prevalence of leg amputations.

Clio Healthcare Awards: http://www.cliohealthcare.com

Title: ‘Knee – Osama/Bush’

Client: Sammy, Wockhardt
Executive Creative Director: Rajesh Rai
Creative Group Head (Art): Dinesh Ghoslakar
Creative Group Head (Copy): Sarvesh Raikar
Illustrator: Pritesh Rane
Graphic Designer: Sachin Bugade
Account Team: Dorelle Kulkarni, Sheron Thomas

Title: ‘Knee – Batman/Joker’

Brand/Client: Sammy, Wockhardt
Executive Creative Director: Rajesh Rai
Creative Group Head (Art): Dinesh Ghoslakar
Creative Group Head (Copy): Sarvesh Raikar
Illustrator: Pritesh Rane
Graphic Designer: Sachin Bugade
Account Team: Dorelle Kulkarni, Sheron Thomas

Title: ‘Coffin’

Brand/Client: NervJyoti Camp, Wockhardt
Executive Creative Director: Rajesh Rai
Creative Group Head (Art): Dinesh Ghoslakar
Creative Group Head (Copy): Sarvesh Raikar
Copywriter: Rucha Patil
Art Director: Abhay Patkar
Production Design: Rajendra Bitling
Graphic Designer: Sachin Bugade
Account Team: Dorelle Kulkarni, Ruchi Shah, Sneha Hariharan

INTO THE MINDS OF RETAIL CHEMISTS

Pharmaceutical companies have so far focused most of their attention on doctors, but understanding the mind of retail chemists is going to be crucial, especially with the projected tilt to over-the-counter (OTC) medications. COMPASS (Chemist’s OTC Market Probe and Assessment Study) is a step in this direction. Anil Khanna, Business Head - CubeX (Business Intelligence & Strategic Consulting Division of Sorento Healthcare) captures insights from this study

There has been, of late, lot of action happening in pharma retail space. All India Organisation of Chemists & Druggists (AIOCD), which virtually controls the entire pharma retail industry, is corporatising itself and becoming a legal entity. Which means it will become the largest retail chain in the world! More than 700,000 chemists are part of this body, and this organisation, through its member chemists, dictates the terms of engagement.

The numbers in perspective

The number of chemists, today more than 700,000 (of having shop size of 100 sq ft), is actually more than the total number of chemists in US, UK and China! China just has 200,000 chemists, for a market size which is more than double of the Indian market size. The number of wholesalers (and sub-wholesalers) is also quite large, more than 60,000. This means very low average annual revenue for an individual chemist. Yet there are disparities in the manner chemist outlets are dispersed. The metro/urban market is over-served while the smaller towns/rural markets are under-served.

Like FMCG retailers, pharma retailers are also unorganised. However, since they are unionised, they are able to dictate the agenda and get lucrative margins, unlike FMCG retailers. Due to this, while organised retail has grown in FMCG domain and have a decent share of the market, in pharma organised retail hasn’t really grown. Consequently, pharma companies do not invest in chemist upgradation while FMCG companies engage with them fairly regularly.

This leads to key questions: do pharma companies really understand the mind of a chemist? What drives him? What are his aspirations? What does he expect from pharma companies? What is his attitude towards OTC drugs? How he looks at them? And so on…

While there is very little understanding about these questions, there are some prevalent perceptions. Like he is fuddy-duddy, not willing to upgrade his knowledge or his infrastructure, all that matters to him is the margin, only less aware people seek his advice and he dispenses advice randomly…

Parameters of the COMPASS study

CubeX Business Consulting (a division of Sorento Healthcare) in partnership with Nicholas Hall & Company embarked on the Chemist’s OTC Market Probe and Assessment Study (COMPASS) to have answers to all these questions and many more. Chemist’s selection was across the cities, from various affluent classes, located in market places, in residential areas and near hospitals. Proportionate representation was also given to the chain pharmacies in accordance with their presence in the market place

The study covers all five major OTC categories (Cough, Cold & Allergy (CCA), Analgesics, Gastrointestinal (GI), Vitamin, Mineral & Supplements (VMS) and Dermatological) and 23 sub-categories within broad categories. Additionally, chemist’s belief and view on top OTC companies and close to top 150 OTC brands is also part of this study

Few answers from the COMPASS study

A profile of the Indian Chemist throws up some intersting features. The average annual turnover is Rs 400,000 with chain pharmacies slightly better at Rs 500,000+. More than 70 percent of pharmacists are graduates. The average pharmacy size is 180 sq ft. The average age of a pharmacist is 36 Around one-third of all pharmacies have manual billing system; 70 percent computerised in chain stores

Are they supportive of OTC drugs?

While, as of today, only 20 percent of the chemist’s revenue comes from OTC drugs, they are quite supportive of the idea of more OTC drugs being launched in the market place. Close to 70 percent chemists agree on launching more OTC drugs. In fact they see themselves as active torch-bearers of the OTC movement. It could also be due to the fact that it gives them bit more flexibility to drive the sales of the brand which they wish to push.

What motivates them?

While for majority of the consumers (75 percent) it’s the brand name that matters while buying an OTC medicine, for majority of chemists it’s the company name that matters while recommending a brand to the consumers. To them more than the brand name, quality of the brand is second most important factor in preferring one over another.While margin is important to them, equally important is the advertising of the OTC brands. Clearly, they believe in the fact that good advertising helps their business.

Consumer behaviour

When the COMPASS survey charted the behaviour of consumers when ill, they found that 40 percent visited a doctor, 25 percent went to a pharmacist, 20 percent tried self medication and 15 percent would try home remedies. Clearly, for 1/4th of the consumers, chemists are the first port-of-call and they seek his advice. Of these, 50 percent patients have prescriptions as well.

What chemists expect

A chemist’s expectations from the pharma companies have moved beyond mere good margins. He now looks and expects higher, intensive and more continuous engagement with the companies. Additionally, he is looking for an enhanced partnership in the marketing activities. For example, he strongly believes that for OTC medicines sampling of the product is a good strategy. He wants more companies to go for product sampling, but through him. Obviously he is guided by the self-focused agenda. He is even looking for consumer focused loyalty programmes to be implemented by the companies, but again executed through him so that he is in regular touch with the consumers.

More area of engagements which he is looking from the companies is regular chemists meet, recognition by the companies in the form of awards, training of the chemists. Clearly, he now desires to upgrade himself and wants companies to support him in realising this.

What concerns him?

For him the biggest concern is how to sustain and grow the business in the highly competitive and fragmented pharma retailing scenario. While so far, moving into FMCG products domain or may be selling mobile pre-paid cards were some of the strategies deployed to grow the business, now he is looking for growth opportunities within the pharma products retailing itself. For example, internationally, concept of chemist outlet as the ‘point-of-care’ has caught on. Under this concept, certain easily doable diagnostic tests along with the regular dispensing of medicine and advice is administered through the chemist. This helps in reducing the burden on the doctors as well and also makes healthcare more accessible.

Companies scoring with chemists

Dabur – India’s No.1 OTC marketer, according to DB6 2010 (Nicholas Hall OTC database spanning 70 countries) – is seen by pharmacists as the strongest player in India’s OTC market owing, in part, to frequent advertising. Paras is another popular player while J&J and Emami are perceived as being the most active in offering incentives and promotional schemes to pharmacists. Pfizer’s reps are considered to be knowledgeable and P&G salespersons are thought of as cordial while Ranbaxy’s team stands out as being attentive to pharmacists’ needs.

Collaboration is the key

It’s very evident from the COMPASS study that the chemist is gradually shifting from merely dispensing medicines to dispensing advice as well. And he is looking for a sustained and intensive engagement from the pharma companies. It seems that the time has come for pharma companies to ‘relook’ their relationhsip with chemists and see him in a new perspective and make him an integral part of the marketing planning for their OTC brands.. And the insights from the COMPASS study can help in achieving this.

The author can be contacted at akhanna@cubex.co.in