Abbott Business Challenge

Diabetes Opportunity Case

ABBOTT DIABETES CARE

UNLOCKING THE POTENTIAL OF DIABETES MARKET IN INDIA

Over the last 125 years of its existence, Abbott has pioneered new products and
technologies that span continuum of care- from diagnostics to devices, from
pharmaceutical therapies to nutrition.The caselet below deals with the diabetes care
division of Abbott.

BUSINESS BACKGROUND:
With a vision to discover new ways to manage health Dr Wallace Abbott, a practising
physician, founded Abbott Global in 1888. Today, Abbott is a worldwide broad based
healthcare company whose products and technologies span the continuum of care including Nutrition, Vision, Diagnostics, Vascular Care, Pharmaceuticals and Diabetes
Care. Abbott is known for its innovative products and a commitment to applying leading
edge science and technologies to advance patient care. Abbott has a broad range of
branded generic pharmaceuticals, medical devices, diagnostics, nutrition products,
including Ensure-a line of meal replacement shakes. The company's in-vitro diagnostics
business performs immunoassays and blood screening. Its medical tests and diagnostic
instrument systems are used worldwide by hospitals, laboratories, blood banks, and
physician offices to diagnose and monitor diseases such as HIV, hepatitis, cancer, heart
failure and metabolic disorders, as well as assess other indicators of health. With an
employee base of 74,000 people who are committed to help people live life to the
fullest, Abbott has been a success story like very few healthcare companies have been.
As a company leading in innovative practises, Abbott announced its entry into the blood
glucose monitoring marketplace with the acquisition of Medisense in 1996. There has
been no looking back ever since with Abbott innovating continuously on its Diabetes
Care front, the latest of which being the FreeStyle Precision Neo system (the first meter
and test strips from a leading meter manufacturer to be available over the counter)
launched in 2015.

LIVE CHALLENGE: UNLOCKING THE POTENTIAL OF THE DIABETES

MARKET IN INDIA
Diabetes is a condition where the amount of glucose in the body is too high as the body
is unable to use it optimally. When we eat, our body turns food into sugars, or glucose.

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Abbott Business Challenge

Diabetes Opportunity Case

At this point, our pancreas are supposed to release insulin to allow the glucose to enter
which can be used for energy in the body. But with diabetes, this system does not work.
There are typically 2 kinds of diabetes; Type 1 and Type 2. The Type 1 is insulin
dependent and is the more severe form of diabetes.The Type 2 diabetes is the more
common form of diabetes and depends on many factors including the sedentary lifestyle
of an adult. The age for the occurrence of diabetes is rapidly going down today with 15
year old teens also falling prey to diabetes.
Diabetes today is a major cause of concern afflicting more than 380 million people the
world over. The Indian context throws up an even more alarming situation.
The table below articulates the Indian context better:
Total
Diabetics

Undiag
nosed

Diagnosed

30 million
Treated

Untreated

Monitored

Unmonitored

Nutrition
product
consumers

Nutriton
Non
Consumers

29 million

100k

30 million

61 million (Insulin and

OADs)

12 million

19 million 1 million

31
million

In a survey conducted by the Indian Council of Medical Research India in 2014, it was
found that only 43.2% of the overall study population had heard about a condition called
diabetes with the urban residents having higher awareness rates (58.4%) compared to
rural residents (36.8%). About 46.7% of males and 39.6% of females reported that they
knew about a condition called diabetes.
Even though the awareness on Diabetes is growing in India, there is a lot more ground
to be covered. Harvard recommends yoga and meditation as they help lower HbA1c
values in the body hence helping manage blood sugars better.
The fact that the number of pre-diabetics in India, has now gone up to 77 million people.
Pre-Diabetes is a condition where the blood sugars are higher than normal but not high
enough to be classified as a full blown diabetes.
In the USA and Europe, the pre diabetic patient takes about 8 years to become a
diabetic because of advance science and other available technology, while in India the
situation is sadly different. In India, the pre diabetic patient takes about 2 years to
become a diabetic, with the prime reasons being our sedentary lifestyle coupled with
the high consumption of sugary drinks in India. According to a World Health
Organisation Report, Sugar-sweetened beverages contain added sugars such as
sucrose or high fructose corn syrup and a 330ml or 12oz portion of sugar-sweetened
carbonated soft drink typically contains some 35g (almost nine teaspoons) of sugars
and provides approximately 140 kcal of energy, generally with little other nutritional
value leading to obesity and increasing the risk of diabetes.

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Abbott Business Challenge

Diabetes Opportunity Case

Like other diseases, the life cycle of diabetes typically starts with prevention and
diagnosis, before moving into treatment. Dietary nutrition and monitoring of treatment
along with its key parameters form a crucial spoke in the wheel of
diabetes
management. Despite monitoring, many of the diseases get into complication which
need to be managed and resolved.
According to a study conducted in 2011, the diabetes market in India was expected to
double up to 1.5 billion dollars.

Source: IMS 2011, Dalberg Analysis

In its bid to help diabetics live their life to the fullest, Abbott has launched therapies,
which potentially help prolong the distance between the pre diabetic phase and the
diabetes phase.
Over the years, Abbott has innovated a range of advanced blood glucose managing and
Ketone Monitoring Systems through its brands; Freestyle and Precision. Some of its
breakthrough innovations have been:
2015: Launch of Freestyle Libre Pro Flash Glucose Monitoring system,a device that has
a thin wearable sensor, inserted under the skin and connected to a water resistant,
plastic on-body patch for 14 days.
2012: Launch of Freestyle Insulinx System, offering insulin users the ability to log
results via touchscreen. This method does not involve pricking or injecting the skin to
check the glucose ratings.

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Abbott Business Challenge

Diabetes Opportunity Case

2010: Launch of Freestyle Lite and Freestyle Blood Glucose test strips using GDH-FAD
chemistry to minimise interference from the common non glucose sugars.
Apart from the path breaking innovations in Glucose and Keytone Monitoring areas,
Abbott has also been a leading manufacturer of Nutrition in this space. Abbotts
nutritional brand Glucerna, is tailor made to help adults manage their blood glucose
levels as a part of the entire diabetes management plan. Glucerna products include
Glucerna Shakes and Nutritional Bars. Glucerna also has a specialised product
Glucerna 1.2 Cal with tube feeding option, for patients requiring the same.
Abbott also has following doctor prescribed brands:

Class

Molecule

What the brand does

PPG

Alpha glucosidase
inhibitor

Voglibose

Delays glucose absorption at the

intestine level and thereby prevent
sudden surge of glucose after a meal
(Reduces Glycemic variability /
fluctuations)

Gluformin G

Biguanides +
Sulphonyl urea

Metformin+ Glimiperide

Decreases glucose production

Zomelis

DPP4 inhibitor

Vildagliptin

Potentiates the secretion of insulin and

suppresses glucose production

Nervup OD

Alpha Lipoic Acid, Folic

Acid, Mecobalamin,
Pyridoxine

Prevention and control of Diabetic

Neuropathy

Nervup PG

Alpha Lipoic Acid,

Mecobalamin,
pregabalin

Treatment of nerve damage pain,

adjuvant therapy for diabetes

Abbott is also exploringpotential opportunity of conducting a common study ( Pooling in

resources) for Libre Freestyle pro and PPG on Glycemic variability:
It will help Freestyle Libre pro by talking about the prevalence of high glycemic
variability among indian adults
And also establish the role played by PPG in managing Glycemic variability
Given the above context evolve a strategy for Abbott to expand their market in
India by helping more people subscribe to Abbotts 360 degree diabetes
management, spanning every stage of diabetes treatment.

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Abbott Business Challenge

Diabetes Opportunity Case

______________________________________________________________________
Your approach note should be formulated as per the below guidelines:
In the first level the challenge, the participating teams are required to submit the
following:

Research on Abbotts

competitors in the diabetes management space in India.

(Hospitals, pharmaceutical stores etc)

Help us understand the survey method you use to substantiate your research

Target Audience- Help us understand who your target group

Questionnaires that you have floated to your target group

1. Appreciation of the brief

2. Abbott Diabetes Product Portfolio study
3. Benchmarking with competitors
4. Identify how the Abbott Diabetes Portfolio can be expanded in the Indian market and
additions that are required to do the same.
The deadline to submit the approach note is 5th of October, 2016 by 10:00 PM.
Once the approach notes are submitted, the ABC team will shortlist top 12 entries
across all campuses.
The teams will be shortlisted on the following criteria:
1. Questionnaire & Mapping of target audience
2. Understanding of the brief
3. Insights from Abbott Product portfolio study and benchmarking with competitors

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