P V Sankar Dass (Curatio)

In our Industry, to measure the performance of a business multiple lag indicators are available; but to predict & choose a strategic direction for the business there is only one tool available. The qualitative analysis and insights of Rx data is the most critical tool available for the Industry. After a decade of Sales experience I started my career as a Brand Manager in DRL and in my first year I felt the qualitative data was a complex maze . But soon the data and insights started shaping not only my brands ; it started shaping a successful career for me.

In 2009 I was in Dubai managing the International business , when Mr. Sanjoy spoke to me about the idea of SMSRC. It is a great delight for me to know the SMSRC team is celebrating “First Decade of Success” . In my current role as a CEO of Curatio , I have been a significant beneficiary of using SMSRC data. I will first share a small , yet repetitive example of the value added by SMSRC . I meet several investors while handling my responsibilities. Invariably , each of these investors raise a “What if” question on our large Brand Tedibar. (Current year 60 Cr). How Tedibar will grow , when it is already at a leadership level ……. Every time my response brings significant conviction to them. I show the SMSRC data …. I take them to the prescriber base & per capita page …. I tell them that we have made an impact only on 11 out of 100 Dermatologists or 14 out of 100 paediatricians in 8 years. It means we have a significant scope to grow in multiples of todays’ revenue.

I distinctly remember our current investor ( incidentally they have invested in Mankind too ) validating some of the key Rx insights incorporated in the strategic growth plan of Curatio by setting up a meeting with Mr.Sanjoy. They took the decision to move in to our board after this meeting.

In our first decade , we have grown our portfolio with a set of assumptions on the four major areas within Dermatology. We decided to have a special strat plan exercise in collaboration with SMSRC team a couple of years ago . The two months project gave VALIDATED growth path for a re-aligned portfolio structure , which was not in our predicted lines and a tough idea for the promoters as well as the senior leaders to digest in the beginning . Yet the duo of Mr.Sanjoy and Mr.Aloke created conviction with the strength of the Rx data analytics generated by SMSRC team. The plan was not alone on what we have to do for Rx generation . It very impressively combined the business commercials of such re-alignment. It talked about the field force structuring. It talked about the One Constant message for the executing team. It suggested the steps for execution.

I always get impressed with the quick turn around time demonstrated by SMSRC team. This aspect was not known to Curatio PMT till 2014, when I joined. The PMT used to wait only for the periodic presentation day for their questions. In the last few years our PMT and my self had raised questions several times and we have always been served very quickly by Ms.Pamela or Mr.Aloke. Our Brand Managers sit at SMSRC office and study the data with help from SMSRC team. Not all the Top 100 companies in Pharma get conviction on the Value addition of an organisation like SMSRC. Even among the users there will be a few who do not leverage the value of the services. But in my long career I can say with significant conviction that corporates which use this service have only seen ever flourishing business. Individual marketing professionals had shaped a successful career for themselves because they aligned with the strategic directions suggested for their brands or portfolio. I wish SMSRC to be a significant player in making our Industry to move from current 1.4 Lakh Crore business to double this size in next 5 to 7 years. I convey Curatio team’s hearty appreciation to SMSRC team for their services to us and the industry.