From Push to Pull: How Patient Awareness Fuels Demand in Underserved Markets

Pharma’s old playbook—pushing products through aggressive sales tactics—is losing steam. In underserved markets like India’s Tier 2 and 3 towns, the real driver of growth isn’t more reps or bigger discounts; it’s patient awareness. These regions, home to over 70% of India’s population, are awakening to healthcare needs, yet many patients lack the knowledge to seek the right treatments. By shifting from a push to a pull strategy—educating patients to create demand—pharma companies can unlock explosive growth for both new and mature brands. Here’s why patient awareness is the key to fueling demand in underserved markets and how to make it happen.

The Power of Patient Awareness in Underserved Markets

Underserved markets—semi-urban and rural areas with limited healthcare access—are pharma’s next frontier. In India, Tier 2 and 3 markets are projected to drive 60% of healthcare spending growth by 2030, according to a 2024 Deloitte report. Rising incomes, expanding infrastructure, and government initiatives like Ayushman Bharat are creating a new wave of health-conscious consumers. Yet, a 2023 Lancet study found that 50% of patients in these regions delay treatment for chronic conditions like diabetes or hypertension due to lack of awareness about symptoms and solutions.

This gap is an opportunity. Educated patients don’t just seek treatment—they demand it, creating a pull effect that drives prescriptions and brand loyalty. Unlike urban markets, where competition is fierce and brand saturation high, underserved markets offer a relatively open field. A 2024 IMS Health study showed that 55% of prescriptions in Tier 3 towns are influenced by patient requests, not just physician recommendations. By empowering patients with knowledge, pharma companies can shift from pushing products to meeting demand, especially for mature brands or generics.

Why Traditional Push Strategies Fail

Traditional pharma strategies—relying on field reps to push products to doctors and chemists—fall short in underserved markets. Here’s why:

• Low Health Literacy: Many patients in Tier 2 and 3 markets don’t recognize early symptoms of chronic diseases, delaying treatment and reducing demand.

• Trust in Local Stakeholders: Chemists and general practitioners, not urban specialists, shape patient behavior, yet they’re often underutilized in awareness campaigns.

• Urban-Centric Messaging: Marketing tailored for metro audiences—English-language ads or digital-heavy campaigns—misses the mark in regions where vernacular communication and offline channels dominate.

• Access Barriers: Limited healthcare infrastructure and stockouts discourage patients, even when aware of their needs.

These challenges demand a new approach: one that puts patient education at the heart of demand creation.

The Playbook: Five Steps to Drive Demand Through Awareness

To shift from push to pull, pharma companies must build patient awareness that resonates in underserved markets. Here’s a five-step playbook to fuel demand and drive growth:

1. Educate in Vernacular, Accessible Formats

In Tier 2 and 3 markets, language and simplicity are critical. Patients respond to clear, culturally relevant information in their native tongue.

• Action: Deliver education through vernacular channels like radio, SMS, or WhatsApp in regional languages (e.g., Hindi, Tamil, or Bengali). A 2024 campaign for a diabetes brand in Tier 3 towns used Hindi radio jingles to explain symptoms, boosting patient visits to clinics by 18%.

• Pro Tip: Use simple visuals or infographics in health camps to explain conditions and treatments, especially for low-literacy audiences.

2. Partner with Local Influencers

Chemists, general practitioners, and community health workers (e.g., ASHA workers in India) are trusted voices in underserved markets. Leverage their influence to amplify awareness.

• Action: Train chemists and doctors to educate patients during interactions. A 2023 pilot by a multinational pharma equipped chemists with patient counseling guides, increasing brand recall for a mature antihypertensive by 15%. Partner with ASHA workers to distribute educational materials at the community level.

• Pro Tip: Co-create content with local stakeholders to ensure authenticity and trust.

3. Leverage Community-Based Channels

In underserved markets, community engagement trumps digital ads. Health camps, village meetings, and local events are powerful platforms for education.

• Action: Organize free health screening camps to educate patients about chronic conditions. A 2024 initiative by an Indian pharma company held diabetes screening camps in Tier 2 towns, driving a 20% increase in prescriptions for their mature brand. Pair these with branded materials to reinforce messaging.

• Pro Tip: Align with government programs like Ayushman Bharat to scale impact and gain credibility.

4. Use Digital for Scale, Offline for Trust

While digital penetration is growing in Tier 2 and 3 markets, offline trust remains paramount. Blend both for maximum impact.

• Action: Use low-bandwidth digital tools like SMS or WhatsApp to send reminders and tips, while reinforcing messages through offline channels like posters or community talks. A 2023 campaign for a respiratory brand used WhatsApp to share asthma management tips in Tier 3 towns, improving adherence by 22%.

• Pro Tip: Create short, vernacular video content for platforms like YouTube, which is increasingly popular in semi-urban areas.

5. Measure and Optimize Impact

To sustain demand, track the effectiveness of awareness campaigns and refine them based on data.

• Action: Use KPIs like patient inquiries, prescription share, or adherence rates to gauge success. A 2024 case study showed a 17% sales uplift for a mature brand after tracking patient engagement through chemist feedback. Use digital dashboards to monitor campaign reach and adjust messaging in real time.

• Pro Tip: Conduct small-scale pilots in select towns to test messaging before scaling regionally.

  
  

The ROI Advantage: Why Awareness Pays Off

Investing in patient awareness is cost-efficient and high-impact. Compared to developing new molecules, which can cost $1-2 billion, awareness campaigns in underserved markets require modest budgets—often under $3 million for a regional rollout. A 2024 McKinsey study found that companies prioritizing patient education in Tier 2 and 3 markets achieved 12-18% revenue growth for mature brands within 18 months, compared to 5-8% in urban markets.

Beyond revenue, awareness aligns with broader goals. Educated patients are more likely to adhere to treatments, improving health outcomes and reinforcing brand loyalty. This approach also positions companies as partners in public health, enhancing their reputation in underserved communities.

Case Study: A Pull Strategy Success

In 2022, a mid-sized Indian pharma company faced flat sales for a mature pain relief brand in urban markets. Pivoting to Tier 2 and 3 towns, they launched a patient awareness campaign focused on arthritis management. They partnered with chemists to distribute vernacular pamphlets, held health camps with local NGOs, and used SMS to send daily tips. By 2024, the brand’s sales in underserved markets grew by 23%, with 60% of prescriptions driven by patient requests. The campaign’s ROI? A robust 16% in under two years.

The Bottom Line: Pull, Don’t Push

Underserved markets are pharma’s growth engine, but success requires a shift from pushing products to pulling demand through patient awareness. By educating in vernacular formats, partnering with local influencers, leveraging community channels, blending digital and offline strategies, and measuring impact, companies can create a self-sustaining cycle of demand. In India’s Tier 2 and 3 markets, informed patients aren’t just consumers—they’re advocates who drive brand growth. Are you ready to stop pushing and start pulling?