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CME Activation Market: Uttar Pradesh Implementation By M-30, Hirnen Shopping Centre, MG Road, Goregaon (W), Mumbai 400062

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Objective Conduct CME’s in untapped markets across Uttar Pradesh, in the local towns of the Doctors Reduce travel time for Doctors Conduct the CME at a location which was accessible to all Doctors and at the same time to create an ambience in which they would feel comfortable

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Period Start Date: 9 th February 2010 End Date: 6 th March 2010

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Campaign Pre Publicity Promoter visited the towns 1 day prior to the activity He aligned himself with the Local Sales Officers and made calls to all the Doctors / Medical Store Owners as given to him by the SO The SO would have already completed one round of contact with the Doctors / Medical Shop Owners The promoter would confirm with the Doctors the venue and time of the CME, which would be conducted on the next day The venue chosen would be a site which would be accessible to all the local doctors and where the CME Van would be able to park without causing any hindrance to the existing traffic The promoter also arranged to order for the Food packets (lunch & evening snacks) as per the requirement for the next day He would then confirm with the CME team about the venue and the confirmations received by the Doctors / Medical Owners for the day

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Campaign The next day, the CME Team would arrive with the Bus in the town The Team from RWP consisted of 1 Supervisor, 2 Promoters & a Qualified Doctor (Dr. RR Sharma from Varanasi) The Bus was a State of the Art Bus which served the purpose of a Conference Room The CME Bus had a Generator whereby it was not dependent on external sources for Power The CME Bus was an Air Conditioned bus and could seat 15 doctors in one session The Bus was equipped with a Laptop having the Presentation for CME (given by GSK) The Presentation was done on a 42” LCD Screen The Doctors who attended the CME’s were made to sit on plush seats having a foldable writing desk which enabled them to take notes if required

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Campaign The CME Team would meet with the Local Sales Officer and along with him would go to the first venue for CME On the way to the first location, reminder calls were made to all the doctors The Food Packets too were picked up from the main town and were taken along with the team for the CME On reaching the venue, Standees and a huge Backdrop were put up around the van Once the doctors / medical shop owners arrived at the location, they were seated in the Air Conditioned Bus and the CME was conducted The CME was conducted by the Doctor in the team along with the inputs of Mr. Sandeep Kumar / Mr. Shishir / Mr. Amit Doctors voiced their opinion and discussions were held on the topic Once the CME concluded, the food packets were served to all those attending On completion of their Lunch, the doctors were bid farewell and a GSK kit was handed over to each individual attending which included a Branded Torch, a Branded Pen Set & Product Brochures all neatly given in a Branded Hand Bag

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CME Bus & Branding

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CME Bus @ Location

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ABM Addressing

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Doctor Addressing

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LCD Presentation

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LCD Presentation

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Doctors Attending CME

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Doctors Attending CME

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Doctors Attending CME

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Food Packet

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Snacks

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Attendee's Leaving

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Merchandise (GSK Kit)

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Enlightened Attendee's

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Figures

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Figures Towns Covered: 13 towns Total Working Days: 15 days Total No. of Attendance: 407 attendee’s Avg. Attendance per day: Over 27 attendee’s per day Lowest Attendance: 21 (Fatehpur & Mainpuri) Highest Attendance: 37 (Unnao) Link to Summary Sheet

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Feedback All doctors / medical shop owners attending the camp were very happy and satisfied with the facilities provided They were infact highly obliged that such kind of an activity was conducted in their town They appreciated the fact that a well know and reputed organisation like GSK took the initiative of coming all the way to their little town and conducted such a CME They expressed their gratitude towards the CME by discussing with the GSK team how this kind of an innovative CME has helped them save on time, money (in terms of traveling) and also by helping them attend such a useful and informative CME and not missing out on such an opportunity They have expressed their desire for further CME’s in their town and were all geared up for when the next round would be conducted

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Learnings Barring initial hiccups, the entire campaign was conducted smoothly The first day saw a mismanagement of the Food Packets being arranged for on time, which was rectified immediately from the second day The next time around, we would be having a microwave oven to warm the food packets & a mini fridge to serve cool water to those attending the CME This being the first campaign, there were few days of break in between due to holidays (Holi) and month ending. During Holi the van was not operative for 4 days as all the markets in UP were closed then The LCD Screen in the van got damaged after 7 days of activity. This was replaced within 48 hrs by RWP This again being the first campaign, the response from the doctors / medical shop owners were skeptical as to how the CME would be conducted on the road. This would have deterred some individuals from making it Word of Mouth from those who attended the CME would ensure that those who missed out on the first round would make it to the second round when it would happen

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Learnings The GSK team was very energised and pepped up during the entire campaign Right from Mr. Sandeep Kumar to Mr. Shishir & Amit and all the Local Sales Officers, everyone was positive in their approach to this campaign and were enriched by this experience. This would help them conduct the future campaigns in a more efficient & effective manner Whenever any help at any local level was needed, the GSK team was always there to support Team RWP

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Thank You

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