Via Case Study Print

VIA MEDIA
Healthcare PR, Advocacy, Medico-Marketing & Medical Communication
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Index
About VIA MEDIA ............................................................................ 01
Diabetes Blue Fortnight .................................................................... 05
Medical Ethics Conundrum ................................................................ 22
Dialysis in Chronic Kidney Disease ..................................................... 46
Haemophilia ................................................................................... 50
Horlicks Nutrition Academy ............................................................... 54
Make India Heart Healthy ................................................................. 64
Child Nutrition Workshop .................................................................. 70
Healthy Mother Campaign.................................................................. 76
Offices in India ............................................................................... 82
2
VIA MEDIA
S
pecialized, Experienced and Results-driven, VIA MEDIA is the source for strategic,
targeted Medical and Healthcare communications. Our experts & seasoned
professionals eliminate the learning curve, delivering impressive results from day one.
VIA MEDIA is distinguished by its detailed knowledge of the healthcare arena and the
ability to deliver best quality services within an affordable fee structure. We excel in
managing highly technical industry-specific campaigns as well as in making sophisticated
information user-friendly for general consumers, doctors and other stakeholders.
VIA MEDIA, since its inception in 2000, has forged deep and credible linkages with Media,
Doctors, Healthcare & Life sciences organizations, Medical Associations, Central & State
A
Health Ministry, Social Organization.
H T
At VIA MEDIA...we have our fingers on the pulse of the industry. H
E L
Think of us as your dedicated, high-impact, high-speed

connection to the healthcare marketplace.
MISSION STATEMENT
“To Deliver Quality and result oriented solutions through
unique, creative and innovative ideas in such a way that
VIA MEDIA becomes the top of the mind solution for
Healthcare PR, Advocacy, Medico- Marketing &
Medical Communications”
Our Network
Indian Dietetic
Association
...and growing everyday

3
c,
d
e
n
HEALTHCARE PR
d • Strategic Planning
• Product Launch
• Media Relations
• Media Sensitization
• Scientific Advisory Boards/
a, KOL Management
e • Editorial Services
• Issue/ Crisis Management
SOCIAL MARKETING
EVENTS • Strategy
k • Development Communication
• Continuing Medical Education /
Continuing Nutrition Education • Regulatory / Government Relations
• Professional Conference Organizer • Creative Designing & Development
• National/ International • Events / On Ground Activities
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Conference Representation
• Launch Conferences
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MEDICO MARKETING •
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y A Comprehensive Health Care Communication Organization
4
diabetes
Blue Fortnight
November 1-14, 2010
India’s Largest Campaign on Diabetes Awareness on the occasion of World Diabetes Day
www.wddindia.org
5
OBJECTIVES
The Incidence & Prevalence of Diabetes and other related Lifestyle related diseases
is increasing in India, and more and more complications resulting from the Increased
prevalence of the disease. The campaign was developed to screen the People at risk
for Diabetes and educate about Healthy Eating Habits to those who already have the
disease.
ACTIVITIES DONE
• Scientific Advisory Board
• Partnership with Like-Minded organizations
• M
edia Awareness Campaign on Increasing Prevalence of Diabetes in India and
encourage people to get themselves screened for Diabetes as early as possible
• Awareness on Healthy Eating habits for Patients with Diabetes
• Hospital & Public Area Awareness Programme
• Radio Awareness Progamme
• Blue Monument Lighting Challenge
• Formation of Large Human Blue Ring for Diabetes Awareness
• Global Walk for Diabetes
• Premiere of Sankalp, First ever movie made on Child hood Diabetes
• Child Health Congress
KEY ACHIEVEMENTS
• C
reated the Largest Ever Campaign done in India for Diabetes Awareness on the
occasion of World Diabetes Day
• W
orld’s Largest Human Blue ring for Diabetes Awareness – Nominated for Limca
Book of Records
• M
inistry of Health & Family Welfare, Government of India announced the National
Diabetes Screening Programme for Adults, Women & Children.
• R eached several lakh people in Metro cities of India, where prevalence of this
disease is supposed to be highest.
• Over 7000 People participated in Global Walk for Diabetes
• O
ver 2000 People screened for Diabetes & about 100 Diagnosed with impaired
Blood Glucose Levels.
6
Diabetes Blue Fortnight
Observed from November 1st to November 14th, Diabetes Blue Fortnight witnessed immense support from people
across India. More than 10,000 people from Delhi and NCR alone came forward to show their support. With this,
they did not just contribute to the success of the campaign but also created history. No wonder then the campaign was
praised by the media at large.
The campaign kicked off with a series of activities, including FM promotion (through Red FM), Hospital Activity Program
(at Apollo, Max, Sitaram Bhartiya and Medfort) and Mall Activation Program (at the Great India Place, Ambience Mall,
Centre Stage Mall and Select City Walk).
One of the main activities surrounding the Diabetes Blue Fortnight was “NutriChoice Blue Monument Lighting Challenge
(BMLC)”. Most of the prominent monuments and buildings across the country were lit in blue on the night of November
13th. Qutub Minar, Swaminarayan Akshardham Temple, New Delhi Railway Station, Metro Bahwan, Denmark Embassy,
Shahid Minar – Kolkata, GPO – Kolkata and Britannia Garden – Bangalore were some of them.
NutriChoice BMLC was followed by a premiere of the first-ever movie on child diabetes – ‘Sankalp, A journey of friends
fighting diabetes’. Hon’ble Minister for Health and Family Welfare, Women and Child Development, Govt. of NCT of
Delhi, Prof. Kiran Walia, presided as the chief guest.
The morning of 14th November witnessed a gathering of over 3000 people at Greater Noida Expo Centre & Mart –
the venue of Lifebuoy Child Health Congress 2010 - for ‘Global Walk for Diabetes.’ The 2 km walk was followed by
inauguration of ‘Diabetes Mobile Assessment Unit’ by Union Health Minister and then by the formation of ‘Largest Blue
Human Ring.’ More than 9000 people from different walks of life formed a human ring to set a new world record.
All put together, Diabetes Blue Fortnight set the perfect platform and mood for Lifebuoy Child Health Congress 2010.
Dr SK Wangnoo
Chairman, Diabetes Blue Fortnight
Sr. Consultant, Department of Endocrinology, Indraprastha Apollo Hospitals, New Delhi
“This was first-of-its-kind initiative taken in India to promote World Diabetes Day 2010 theme - ‘Let’s take
control of Diabetes. Now.’ The blue theme will help in uniting people to not only fight diabetes but also to
take timely measures to live healthy with diabetes’’
Swadeep Srivastava
Principal Consultant, HEAL
CEO, Via Media & Communications
“With this Human Ring of 9000+ people, we have set a new world record. It is the largest ever human ring
to be formed to spread awareness on diabetes. To this effect a request for its inclusion in the Guinness Book
of World Records and Limca Book of Records has already been placed. The largest number of people to
have formed a human ring on record is 3640 people. This record listed in the Guinness book stands in the
name of Saudi Arabia for the formation of a human Red Ribbon to promote awareness on breast cancer.
Another record listed in the Limca book mentions that around 6000 people formed the Indian Map in Tamil
Nadu in 2010.”
Dr Sonia Kakkar
Programme Manager
Project HOPE
““Blue is the colour of the sky and symbolizes unity in the fight against diabetes, something akin to a blue
sky uniting the world. Monuments lit in blue symbolize life and health. Blue fortnight is probably the first
event based activity in India to focus on diabetes and to sensitize people on the urgency of this problem.”
Hariom Tyagi
Chief Coordinator
Lagest Human Blue Ring
“Global Walk for Diabetes, followed by inauguration of ‘Diabetes Mobile Assessment Unit’ by Union
Health Minister and then by the formation of ‘Largest Blue Human Ring set the perfect platform and mood
for Lifebuoy Child Health Congress 2010.’ More than 9000 people (dressed in blue) from different walks
of life gathered together at Greater Noida Expo Centre & Mart - the venue of Lifebuoy CHC 2010 - to
form the largest human blue ring and to set a new world record. It was really heartening to see such
response.”
7
Metro Bhawan, New Delhi Sabha Mandap - Akshardham Temple General Post Office, Kolkata Howrah Bridge, Kolkata Qutub Minar, New Delhi
BLUE FORTNIGHT
DIABETES
Blue Sky Lantern
Shahid Minar, Kolkata
www.wddindia.org
AT A GLANCE
Britannia Gardens, Bangalore Humayun Tomb, New Delhi Red Fort, Delhi Swaminarayan Akshardham Temple, Delhi
8
NutriChoice Blue Monument Lighting Challenge
DIABETES
BLUE FORTNIGHT
Sankalp - Movie Premiere
Creative Team
Audience
Hon’ble Ambassador of Denmark & Family
Dr. Sanjeev Bagai
Aileen Knip, Chair, Canadian Diabetes Association Anne Belton, Vice President, International Diabetes Federation Dr. Kiran Walia, Delhi Health Minister
www.wddindia.org 9
Global Walk for Diabetes
Greater Noida Walk Bangalore Walk
www.wddindia.org 10
DIABETES
BLUE FORTNIGHT
Largest Human Blue Ring
www.wddindia.org 11
Diabetes Blue Fortnight in News
www.wddindia.org 12
24th Health Writers Workshop Union Health Minister signing ‘Lifebuoy Union Health Minister inaugurating ‘Child Health Expo’ along with Dr. Sanjeev Bagai and Dr. S.K. Wangnoo
Hand wash Pledge’
BLUE FORTNIGHT
DIABETES
www.childhealthcongress.org
Lifebuoy CHC 2010
Health Writers from across India Minister of State for Health & Family Welfare
13
‘Save the Girl Child’ Exhibition Union Health Minister inaugurating ‘Save the Union Health Minister signing ‘Save the Girl Child Pledge’
Girl Child Exhibition’
Save the Girl Child Exhibition
14
Dr. Veena S. Rao Dr. S.K. Wangnoo Dr. Anita G. Kaul Delegates at Lifebuoy Child Health Congress 2010
Dr. Archana Dayal Arya Dr. Carmencita D. Padilla Dr. Joan M. Keutzer
BLUE FORTNIGHT
DIABETES
Scientific Session in Progress
Dr. Seema Kapoor and Panel Dr. Veena Kalra Dr. A.P. Dubey Attentive Audience Shri Dinesh Trivedi
15
Power Yoga by Swashrit Bhangra by Amar Jyoti School Children Parents with Children School Teachers and Principals
Dance by Tamana Foundation Dance by Tamana Foundation Nanu Fauji

I Have a Dream and School Health Program
Dance on Beats by Rotary School Singing Performance Mime Show by Smile Foundation Dr. Jitendra Nagpal with Dr. H.K. Chopra addressing session on School Health Program
16
DIABETES
BLUE FORTNIGHT
Child Health Expo
www.childhealthcongress.org 17
Child Health Expo
DIABETES
BLUE FORTNIGHT
Lifebuoy CHC 2010 in News
Campaign Build-up
The Times of India, New Delhi
Hindustan Times, Agra
Navbharat Times, New Delhi
The Hindu, New Delhi
Dainik Jagran, New Delhi
DIABETES
BLUE FORTNIGHT
Partners & Supporters
21
Organized by In Association with
Medical Ethics
CONUNDRUM
Concept & Implementation Media Partner
22
Medical Ethics Conundrum
Medical Council of India

December’ 2009 Noti�ication
2
23
The Issue
MCI guidelines, noti�ied early in December brought to the fore many critical issues
plaguing the healthcare sector including doctors, pharmaceutical companies and medical
bodies. By issuing regulations that directly prohibit pharmaceutical companies and other
stakeholders from offering gifts to and bearing the travel expenses of doctors as also from
offering monetary grants among other things, the Medical Council of India (MCI) has given
the healthcare & allied industry a lot to think about. There is a lot of ambiguity about the
guidelines Vis – a – Vis exact interpretations and possible implications. Not surprisingly,
this has resulted in the relevant issues being hotly debated across various fora.
It is important to understand that the debate is centered not so much on the nature of
the relationship between the pharmaceutical industry and the doctors as on the extent to
which it has been allowed to interfere with the impartial conduct of medical professionals.
The regulations should not be seen as marking an end to the relationship but as a strong
step to ensure that doctors and pharmaceutical industry work in tandem for the bene�it
of patients.
To bring in some clarity on the issue and to provide an opportunity and the right platform
to stakeholders, Heal Foundation in association with India’s leading law �irm FoxMandal
Little organized a one day seminar on medical ethics. The theme was Medical Ethics
Conundrum – the Road Ahead.
4
24
The Action
‘Medical Ethics conundrum – the road ahead’ was an attempt to evolve a consensus on
the issue by bringing to a common platform doctors, regulators, legal experts and people
from the pharmaceutical industry. .
It gives us immense satisfaction to report that we are already in the process of arriving
at a consensus. To this end, we have set up an expert committee, which has as its
members - doctors, eminent people from the pharmaceutical industry, legal experts and
representatives from various consumer bodies. This committee will come up with speci�ic
recommendations for the practical implementation of the guidelines latest by March end.
The Outcome
By initiating a debate on the issue scope has been created for a high intensity deliberation.
The need to address and �ind out a solution to the conundrum, therefore, has increased
many folds.
The issue has generated a lot of curiosity amongst doctors, pharmaceutical companies
and social groups.
That’s not all. The media has shown a lot of support by taking it up in a big way.
5
25
The Background
Somewhere around fifth century BC, it is believed

that Hippocrates, or one of his students, penned an
oath for medical practitioners. Some say that it was
Pythagoreans who actually wrote those words that
pitchforked doctors to a pedestal just a few notches
below God. Much before either Hippocrates or
Pythagoreans, Charaka and Sushrutha had said
very much the same thing.
Prescribing
the right medicine for doctors
W
hoever ailments? But for years, decorative paper, but has
wrote the Hippocratic oath to be put in practice too.
the cov- was framed beautifully
Under Dr Ketan Desai,
enant, by doctors passing out
the president of the
the of the portals of medical
Medical Council of India,
essence was that doctors institutions, hung as a
the MCI rules have been
shall do no harm and shall decorative piece in their
amended to speci�ically
be high above the water- practicing chambers,
remind doctors to get out
marks of all controversies probably among glittering
of the shadow of doubt
– monetary or otherwise. gifts given by pharma
by refusing to accept
companies, and forgotten
This is basic stuff, gifts or other forms of
all together. Till one day,
some may say. Are allurements from pharma
a person called Dr Ketan
doctors not supposed companies and others.
Desai came knocking to
to cause no harm and remind doctors that the Some may say that the
treat people of their oath is not just a piece of amendment to the MCI
6
26
‘ I do not intend to be a policeman

or take a stick to implement
the new amendment. I hope doctors
see the real intent in our effort
to clean up the system.
’
Dr. Ketan Desai
President, Medical Council of India
rules have come late, gifts, offering foreign trips and

but then a beginning has even cash incentive to doctors
been made. And the credit was becoming rampant. This
for this should go to Dr practice, encouraged especially
Desai who fought lobbies by pharmaceutical companies and
at work, did not bow to
medical equipment manufacturers,
pressures and took the
has been raising eyebrows.
bull by its horns.
Medical Council of India (MCI)
There are people who say received complaints from different
that this new amendment health activists and enquiries
would end up as another from the government about this
piece of paper and would
practice getting out of hand. After
not be implemented.
considering different aspects of
But Dr Desai brushes
all this aside saying that the issue, Medical Council of India
he has immense faith in Ethics and Etiquette act 2002 was
doctors. “Mind you, the amended and gazetted by the Govt.
amendment does not give of India in December, 2009”.
suo moto powers to the The new amendment states that
MCI. We shall act only on
accepting gifts of any kind from
speci�ic complaints”.
pharma and allied companies by
The crux of the a registered medical practitioner
amendment focuses is prohibited. A few related
on the patient – that amendments have been made
doctors shall not `doctor’ to prevent doctors from getting
treatment under the
favours for attending conferences
in�luence of gifts or
or carrying out sponsored
bene�its handed out
by pharmaceutical research projects etc. “There is a
companies, medical lot of �lutter in different sections of
equipment manufactures the Healthcare Industry in India.
or `sponsored’ clinical It is an honest attempt by MCI to
research. minimize the effect of “Patient
– Doctor Mistrust Syndrome”
Says Dr Ajay Kumar,
Member, Medical Ethics which is gradually getting worse
Committee, World every day. However, looking at the
Medical Association, Past amendments in the Act, we need to
President, IMA: “In India, discuss it with all the stakeholders
the practice of giving so that further amendments/
The Background
7
27
additions subtractions are suggested

and the act made more practical and
acceptable”, says Dr Kumar.
‘ There is a lot of flutter
in different sections of
the Healthcare Industry
in India. It is an honest
attempt by MCI to
For years doctors have been seen minimize the effect of
or perceived as `customers’ of “Patient – Doctor Mistrust
pharmaceutical companies, having Syndrome” which is
gradually getting worse
sold their souls to �irms – both
’
national and multinationals. They every day.
were seen a people who were on Dr. Ajay Kumar
the `pay rolls’ of pharmaceutical Member,
companies. Doctors got gifts, they Medical Ethics Committee,
and families were taken abroad World Medical Association
for medical conferences and came
back `wiser’ or with an updated
Many pharma companies have
knowledge of exotic tourist spots,
formulated an internal policy
cuisines or hotels. The plane load of
on gifts and conferences. But
gifts that followed every tour was
it is to be seen if all pharma
another story companies would fall on the
Doctors were not just to blame. same page.
The pharma companies too were There is a debate on whether
aggressive in luring doctors in order doctors could accept
to prescribe blockbuster drugs or small gifts like pens and
new combinations. “Now with the prescription pads, medical
amendment all this will stop and literature or books. One
I appeal to the pharmaceutical section feels that gifts below
companies to reduce the price of Rs 1000 should be allowed.
drugs as they will be saving a lot of But others say that no gifts
money,” says Dr Desai. means absolutely no gifts. If
Meanwhile, Dr Desai now wants to such doors are left half open,
take one more step by asking the companies would circumvent
the law by giving gifts worth
competent authorities to bring in
below Rs 1000 to doctors
a law that will speci�ically prohibit
every week, source said.
pharma companies from giving
any form of gifts or taking doctors The idea of accepting small
on junkets. If found guilty, the gifts comes after France
companies would have to face action. allowed doctors to accept
The Background
8
28
token gifts. In neighbouring noti�ication is challengeable”. attending conferences, seminars,

Spain, drug companies workshops, CME programme etc
Clause 6.8.1 (a) imposes
formulated a code of practice is not permitted. In the past drug
restrictions on receiving any
stating that drug companies’ manufacturers and doctors used
gifts from pharmaceutical or
representatives can offer only to argue that such facilities were
allied health care industry
small medicine related gifts to meant to advance the scienti�ic
and health sector industry.
doctors worth a certain �ixed knowledge and hence not
The criticism originates
monetary value. improper, MCI has rejected this
because of the uncertainty in
self-serving logic.
There is also a muted debate interpreting the word “gift” in
and heartburn on not allowing pretext without any supporting Hospitality: Any hospitality like
sponsorships for attending de�inition in the Medical Council hotel accommodation for self
medical conferences. Afterall, Act, 1956. and family members under any
a doctor is mandated to attend pretext stands prohibited.
Clause 6.8.1 (b) states that
CMEs to update himself and
a medical practitioner shall Cash or monetary grants:
keep himself relevant. While
not accept any travel facility Receiving funds by doctors
speakers and faculty can
inside the country or outside, under any pretext has been
accept sponsorship of pharma
including rail, air, shi, cruise banned. Funding for medical
companies, others are not
tickets, paid vacations etc. from research, study etc. can only
allowed.
any pharmaceutical or allied be received through approved
Doctors say that this is healthcare company or their institutions by modalities laid
discriminatory. Many small time representatives for self and down by law/rules/guidelines
practicing doctor cannot afford adopted by such approved
going to conferences and they institutions. Such funding is to
stand to lose monetarily if they be publicly disclosed.
have to give up practice for a few
Medical research: Doctors
days to attend conferences.
are allowed to carry out
Says Sudhir Mishra, Consultant, research projects funded by
FoxMandal Little, Advocate, pharmaceutical and allied health
Supreme Court of India: care industries under certain
speci�ic conditions such as
“This recent noti�ication has
after prior permission from the
created a sensation among
competent authorities including
medical practitioners across
the Drugs Controller General,
India on its reasonableness
India (DCGI), relevant Hospital
as the added regulations to family members for vacation
Ethics Committee, provision
chapter 6 - Ùnethical acts’ of or for attending conferences,
of proper facilities to human
the Indian Medical Council seminars, workshops, CME
volunteers, public disclosure
Regulations, 2002 are too programs etc as a delegate.
of the source and amount of
stringent to observe during
Dr C M Gulhati raises some funding at the beginning of
the normal course of medical
critical issues: the research itself. Above all
practice. Many clauses of the
the medical practitioner must
noti�ication are challengeable Gifts: A medical practitioner
have the freedom to publish
for being too harsh and shall not receive any gift from
the results of the research
impractical. The implementation any pharmaceutical or allied
by inserting such a clause in
of such noti�ications needs to be health care industry. Since there
the agreement or any other
scrutinized and it needs to be is no mention of any monetary
document before accepting such
ascertained if objections have ceiling, even small value items
assignment.
been sought from the public. are not permitted.
If the answer is yes, how were Most drug companies routinely
Travel: Any travel facility inside
the objections dealt with. If the prohibit the publication of
or outside the country for self
answer is no, the sanctity of the clinical trial results by individual
and/or family members even for
The Background
9
29
association of doctors are barred from endorsements and secondly,

any study conducted on the ef�icacy or otherwise of such products
shall be presented to and/or through appropriate scienti�ic bodies
or published in appropriate scienti�ic journals only. Thus doctors
should not permit the use of results of such studies for any purpose by
interested companies.
Dr Ajai Kumar B S from HCG, Bangalore, said, `Ì totally agree with
the decision and I don’t know whom to blame -- the doctors or
pharmaceutical companies. It is unethical when pharma companies
tell doctors to buy their drugs and avail freebies. It is an unhealthy
practice and it is the patients who suffer. It (the amendment) will
bring a transformation which is healthier in the long run but in the
short term pharma companies will have a dislike and doctors may
have some inhibitions. In the west, even at a meeting one cannot have
‘
a cup of coffee sponsored by anyone. It has reached the other extreme
This recent notification and illogical. If a drug is cheaper why should I prescribe a costly
has created a medicine? Each has its own merit but doctors should have knowledge
sensation among and prescribe medicines based on the merit of the drug and not on the
medical practitioners freebies. It is the right move.’’
across India on its
reasonableness as the Dr Deepak Sharan of Bangalore-based Recoup Hospital said: ``The
added regulations to Medical Council of India has taken the right decision though the policy
chapter 6 - Ùnethical in our organisation was not to accept grants for travelling or gifts. The
acts’ of the Indian only time we are associated with these pharmaceutical companies is
Medical Council when formal research projects are approved by independent ethics
Regulations, 2002 are committees and guidelines followed. The agreement is made in a
too stringent to observe way that there are no con�licts of interests. In fact, they don’t even
during the normal participate in the research work and things are made very clear,
course of medical ethical and are above board. The other association is when there is a
’
sponsorship for a medical conference like international ones where
practice.
pharma companies take up stalls and display their products. There
Sudhir Mishra is no problem there too as it is all out in the open and it is a clear
Consultant, cut arrangement be it with either the pharma or the health related
FoxMandal Little,
companies and it is a health exhibition. These are the two exceptions.’’
Advocate,
Supreme Court of India Dr Prasanna H M, Medical Director of Pristine Hospital, Bangalore,
said, `Ì feel the Medical Council has slightly gone over board and
reacted more from their side. There are certain doctors on the
investigators/hospitals under fringe areas who cannot bear the expense to attend international
one pretext or the other. In conferences. Sponsorship should be allowed for academic purposes.
‘
such a scenario, there is an
in-built risk of concealing The doctors are getting sandwiched
unfavourable results of drug between the Regulators and the
and medical devices trials to Industry. The need of the hour
the detriment of patients. is to build a healthy partnership
between all the stakeholders. It
Endorsement of any is extremely important to ensure
commercial product by that the regulations are effectively
doctors was already banned implemented and work to the benefit
’
in the year 2002. Two of patients”.
important additions have Dr. Shashank Joshi,
been made to this rule. Vice President, Association
of Physicians of India
Firstly, the professional
The Background
10
30
‘ In the interests of the country it is

the duty of all the stakeholders to
make sure that the regulations are
implemented in letter and spirit.
’
Photographs Brijesh Kumar

Dr. Ketan Desai
President, Medical Council of India
‘
In the US, there is a rule that doctors spend 70% of their time on Currently CME credits
scienti�ic purposes during such sponsored trips whereas here we have are not compulsory.
gone one step backward. I don’t say that doctors take sponsorship for That may explain,
their personal trips or vacation.’’ Dr Nagaraj from Deepak Hospital upto an extent, thin
said, ``Basically I have no objection if it is sponsorship for academic attendance at medical
purposes. Even in the US, such a practice could not be stopped, but conferences and
they have a tight control over companies, distributors and even scientific sessions. This
companies hired by them. In fact they sign a written contract that they needs to be looked
will not take bribe. Bribes should not be institutionalized and should into. Again, using
go. Doctors should follow the principle of accepting sponsorship a drug, which has
for academic purposes. If one wants to know about a product or get been seen to offer
trained to know about a particular product, then it is okay.’’ considerable benefits
Dr Kodlady Surendra Shetty from Spine Care and Orthocare, to patients even in
Bangalore, said, `Ìt is a good move by the MCI. Doctors should the face of insufficient
prescribe medicines depending on the ailment of the patients and documented evidence
effectiveness of the medicine. It should not interfere with the personal in its favour, is
gifts given in cash or kind by the pharma companies.’’ desirable. This is
something that is done
Dr G T Subhas from Bangalore Medical College and Victoria Hospital, in the best interests of
Bangalore, said: `` Though I have not availed of any facilities yet I feel patients. Continuing
that it should help in doctors going for foreign trips for international Medical Education of
conferences. NIMHANS has a good scheme where doctors can go for doctors and the best
such conferences once in two years.’’ interests of patients are
things that regulations
‘ Self – restraint is the operating word

here. Regulations can neither be
exhaustive nor illustrative. One,
of course cannot expect every
and guidelines
should facilitate. I am
confident that this is
how it will eventually
contingency to be addressed by a turn out
’
set of regulations. I would request to be”.
all stakeholders to understand what Dr. Purvish Parikh,
is implicit in the regulations and use Managing Director,
their sense of judgement as also self Americares India,
– regulation to work for the benefit Mumbai
of patients. Hair – splitting will only
serve to defeat the noble ideals we
’
stand for”.
Dr. V.P. Mishra,
Chairman, Academics Committee, MCI
The Background
11
31
A senior surgeon from one of the

government hospitals who preferred
anonymity said, `Ìt is a very good
move but should not be totally banned
as companies promoting doctors for
‘ It is a question of trust. Of trust
and of perception. I don’t think
there is a single person around
who wants that trust to get affected
conferences for the sake of education or the perceptions of patients Vis
is very essential. The companies – a – Vis doctors to change. That
should participate and promote such wouldn’t serve anybody’s interests.
a step for scienti�ic purposes. A ban in I see the medical ethics problem
this regard should have been left out. as our problem and I think that it
For academic and scienti�ic purposes cannot be allowed to linger on
’
we need help and every hospital for long.
cannot afford it. The non government
hospitals don’t need it as they have
enough funds. In government hospitals Shivinder Mohan Singh,
we need the co-operation of pharma Managing Director, Fortis Healthcare Ltd.
companies for scienti�ic research or else we will reach nowhere. In fact that part should have been taken
care of. I do agree that giving incentives like tours and promoting the company should be banned. We
are associated with scienti�ic research and constructive programmes and we need their cooperation and
cannot proceed without it, especially the government institutions.’’
The Background
12
32
MCI REGULATIONS
ON TRAVEL FACILITIES AND HOSPITALITY

MCI regulations lay down that a medical
practitioner shall not accept any travel facility
in any form from pharmaceutical companies,
not even for attending conferences, seminars,
workshops, CME programmes etc. as a
delegate. There are no such restrictions in
place for speakers. Is it fair not to allow
sponsorship of travel and stay of delegates to
a conference while letting the speakers to the
same conference enjoy that privilege?
“I think the issue needs to be looked into.
As far as the sponsorship of travel and stay
is concerned there seems to be a visible dichotomy between the provisions made for speakers to a
medical conference and those made for the delegates. The presence of delegates is as important for
the success of a medical conference as the presence of speakers is. We need to restore parity. More
than anything else, it is a question of creating a level playing field”.
Dr. Ashok Seth,
Chairman, Escorts Heart Institute and Research Centre, New Delhi
ON CLINICAL RESEARCH
Research is integral to enhancement and
improvement of scientific knowledge in
medicine. Today, the number of clinical trails
are exploding. However, at times there is total
violation of ethical norms like the VEGF trial
in a private hospital in Delhi or the Genetics
Research on vulnerable population (tribals)
funded by NIH, EU & published in American
Journal without Indian Collaborator or Govt.
permission. Most often research or trials
are done on patients with or without their
knowledge, like the pig heart transplantation.
There is thin line of distinction between

research and practice. Often patient data collected for patient care is used for research. Even private
practioners become part of multicentric studies involving patients. Violation of ethical norms (minor or
major) should be checked.
Dr. Roli Mathur, Scientist C at ICMR (Indian Council of Medical Research) discussed the growing
need of ethical guidelines and regulations in various spheres of medical study and research. ART,
for instance, opens up various issues like privacy, legitimacy of the child, surrogate motherhood, etc..
Human Genetics screening and research is another field that is riddled with ethical issues that need to
be defined and regulated.
Dr. Roli Mathur,
Scientist C at ICMR (Indian Council of Medical Research)
The Background
13
33
Medical Ethics Conundrum- The Road Head-- Glimpses
Expert panel Engaging conversations
In rapt attention Making a point-Guest of Honour

Mr.Shivender Mohan singh
Interactive session Session in progress

in progress
Questions galore Expert panel
14
34
Media Coverage
Publication: Hindustan Times Date: 17 February 2010

Edition: New Delhi Page No: 07
Media Coverage
15
35
Follow up action- Recommendations drawn
In pursuance of the objectives set at the seminar on Medical Ethics Conundrum- the Road
Ahead, an expert committee comprising experts from the medical devices industry, OPPI
representatives, legal experts and doctors had been set up. The immediate task before
the committee was to make speci�ic recommendations for the practical implementation
of MCI guidelines. The implicit understanding was that these recommendations would
address all the issues that emerged from discussions at the conference.
The committee, set up immediately after the seminar, consists of the following members:
1) Dr. Ajay Kumar, Chairman (Patna)

Member, Medical Ethics Committee, World Medical Association
2) Dr. Shashank Joshi, Co-Chairman (Mumbai)

Vice President, Association of Physicians of India, Mumbai
3) Mr. Swadeep Srivastava, Secretary (New Delhi)

Principal Consultant, HEAL Foundation; CEO Via Media
4) Dr. G. Muruga Vadivel, Member (Mumbai)

Senior Director - Medical and Regulatory Affairs,
Aventis Pharma Limited, India
5) Mr. Ajay Pitre, Member (Pune)

M.D, The Sushrut Adler Group
6) Mr. Sudhir Mishra, Member (New Delhi)

Advocate, Supreme Court of India; Consultant FoxMandal Little
7) Dr. Sanjay Anant Gupte, Member (Pune)

President, FOGSI (Med Asso. representative)
8) Dr. S. M. Sapatnekar, Member (Mumbai)

Medical Director, Karmic Lifesciences Ltd. Mumbai
21
36
The main issues that the committee sought to address were:

1) The question of what exactly constitutes a gift
2) The visible dichotomy between the traveling arrangements for speakers to a

medical conference and the arrangements (or a lack thereof) for the delegates
3) The need to come up with regulations / guidelines related to clinical research

grants and funding.
4) The issue of appending some more guidelines or regulations to the current set
of regulations that make these relevant for the allied industries (by de�inition,
industries other than the Pharmaceutical Industry) operating in the healthcare
domain e.g. the Medical Devices Industry.
The committee duly met on the 8th of March in Mumbai. After extensive
debate and deliberations, the committee came up with the following
recommendations:
What constitutes a gift?

On the lines of OPPI guidelines (7.6) following recommendations have been drawn:
Gifts and Items of Medical Utility
(a) Cash: Payments in cash or cash equivalents (such as gift certi�icates) must not be
offered to healthcare professionals.
(b) Personal Gifts: Gifts for the personal bene�it of healthcare professionals
(including, but not limited to, music CDs, DVDs, sporting or entertainment tickets,
electronic items) must not be provided or offered.
(c) Promotional Aids: Promotional aids or reminder items may be provided or

offered to healthcare professionals and appropriate administrative staff, provided
the aids or items offered are relevant to the practice of the healthcare professional
and their monetary value does not exceed 1,500 rupees a year.
(d) Items of Medical Utility: Items of medical utility may be offered or provided free
of charge provided the monetary value of such items does not exceed Rs. 7,000 a year
and provided the items offered are bene�icial in terms of provision of medical services
and facillitation of patient care. For a textbook or medical journal subscription of
relevant specialty, this limit may extend depending on the type of book or journal.
22
37
(e) Cultural Courtesy Gifts: A gift not related to the practice of medicine, valued at
not more than 500 rupees may be given twice a year to healthcare professionals in
acknowledgment of signi�icant national, cultural or religious occasions or personal
milestones like wedding anniversary, etc.
Clinical research grants & funding
• To be approved by a “competent authority” – “ competent authority” to be de�ined.
• For grants, the already existent ICMR guidelines to be followed
• The clause “to be disclosed to the public” should be modi�ied and should read, “ to be
disclosed to the competent authority”. Herein authority needs to be de�ined.
Medical Equipments & Allied industry
• For medical equipment industry a lot of training and demo is required, which can only
be done at a central location, or wherever the lab is situated. A provision to this effect to
be made in the clause
Travel arrangements for Speakers/Delegates

• Only the travel arrangements for faculty members to be taken care of by
pharmaceutical companies
Endorsement Clause: Under 6.8 Code of Conduct for doctors and professional
association of doctors, endorsement clause not to be (can not
be) applied to medical practitioners.
These recommendations have been sent to the Medical Council of India for perusal. It is
expected that these will be introduced as an amendment in the existing guidelines.
23
38
Medical Ethics - Where are we going?
“Medical Ethics -
Where are we going?”
A very timely, interactive discussion on Doctor’s Day
Organized by In Association With
A Report
25
39
Brief Synopsis
Continuing with their efforts to bring the debate on medical ethics to fruition, HEAL foundation
and FoxMandal Little organized a seminar at Batra Hospital, New Delhi on 1st July (Doctors’
day).The seminar, Medical Ethics – Where are we going?, was attended by a large number of
people representing various shades of opinion. Prominent
among those who addressed the gathering were Dr. S K Sarin,
Chairman, Board Of Governors, Medical Council Of India;
Dr. Sanjeev Bagai, CEO, Batra Hospital; Dr. Ashok Seth,
Chairman Cardiac Sciences, Escorts Heart Institute and
Research Centre; Dr. Sanjay A. Gupte, President, FOGSI
from Pune,
Dr. Purvish Parikh, Managing Director, Americares India
from Mumbai; Sudhir Mishra, Sr.Consultant, Fox Mandal
Little and Swadeep Srivastava, Principal Consultant, HEAL.
Emphasizing on the need to evolve a consensus, Dr. Sanjeev

Bagai, in his welcome address said, “It is extremely important
for us to institute mechanisms to reward ethical practices in
medicine as also to penalize any breach of the ethical norms.
The Medical Council needs to come up with guidelines that are
rational, practical and easy to follow. This, I think, is possible Dr. S. K. Sarin, Chairman, Board of
Governors, Medical Council of India
only if a broad consensus is evolved”.
Dr. Bagai also stressed on the

importance of bringing out specific
guidelines for organ transplant,
euthanasia as also for admission of
patients to the Intensive Care Units.
In a recorded message, Minister of

State for Health and Family Welfare,
Dinesh Trivedi said, “I congratulate
the organizers for coming up with this
timely conference on medical ethics.
Bringing together the stakeholders for
An Enlightening Message From

Shri. Dinesh Trivedi, Minister of State for Health and Family Welfare
26
40
discussions and deliberations was certainly needed. I think it is very difficult to come up with a
precise definition of medical ethics. Ethics is all about your own value system and judgment.
Ethical practice is something that has to come from an inner realization. It cannot be taught. No
law can produce results if the concerned individual does not take ethical practice to heart”.
Providing insights into the way the board of

governors at the Medical Council of India is
planning to tackle the issue, Dr. S. K. Sarin
said, “We have a difficult task on hand and we
are very new to this issue. We have already
constituted working groups to look into
different aspects of medical administration in
this country. Medical ethics is one of the
priority areas for us. I think the first issue these
guidelines or regulations need to address is Panel in Action
transparency. I am all for a strong partnership between the pharmaceutical sector and the doctors.
All we have to do is ensure that this partnership is completely transparent and that the patient
interests are kept paramount. We are planning to address all aspects of this issue individually.
Take for example the question of sponsorship for medical conferences. I believe, and mind you I
am speaking in an individual capacity, we in India must pay for attending seminars and
conferences ourselves. I can understand that we are not used to this but we have to ask ourselves
– Are we ready for this change? We need to debate. The ethics question is one of discipline and
self regulation. I don’t think we can bring about a complete transformation with rules and
regulations alone”.
Stressing on the need for absolute clarity on the issue, Dr.

Ashok Seth said, “Association with industry, I would say, has
led to a lot of problems on the ethical front of course but it has
also brought in a lot of benefits to the profession. Among the
sins I would count family jaunts, exorbitant gifts, all expenses
paid trips to exotic locales and malevolent influences brought
to bear on clinical research. However, we cannot and should
not ignore the benefits. For one, this association has brought
advanced technology applications, which have yielded
enormous benefits to the patients. It also offers significant
Dr. Ashok Seth, Chairman Cardiac

Sciences, Escorts Heart Institute and
Research Centre, New Delhi
27
41
advantages in terms of training of the physicians and paramedical staff, continuing medical
education of doctors and a lot of research that benefits the patients. Likewise the current
notification has its pluses and minuses. The clauses related to medical research, professional
autonomy, affiliation and endorsement are eminently desirable.
On the other hand the regulations about gifts and the injunctions have caused a lot of confusion
and tend to create more problems than they can possibly help solve. We need more clarity on a
lot of issues and need to know exactly what is and what is not allowed”.
Calling on the MCI to play a greater role in

administering reforms in medical
administration in the country, Dr. Sanjay
Anant Gupte said, “Let MCI be a governing
body of sorts. There are so may aspects of
medical practice that need to be regulated.
Things like patients’ rights, patient safety,
valuation of medical services, regulations
for hospitals, the question of having specific
Audience in rapt attention checklists, standardization of clinical
practice, standardized case papers, emergency drills in hospitals, minimum compulsory
documentation etc. need to be considered forthwith. There are a large number of areas in medical
practice which require association with the industry for best results. These need to be delineated
and specific regulations or guidelines need to be framed for
regulating these”.
Commenting on the legal aspect, Sudhir Mishra, Sr.

Consultant, FoxMandal Little said, “The well – intentioned
MCI notification has so far had little impact. I guess this is
mainly because all the stakeholders were not properly consulted.
It is important to understand that regulations like these, once
promulgated give rise to a number of issues. The question we
have to ask ourselves is – Has a change in approach taken place
since the regulations were issued? Unfortunately the answer is
no. People think that the law is not going to be implemented
seriously and are therefore taking advantage. I think voluntary
implementation requires complete participation from all the
Sudhir Mishra, Sr. Consultant,
FoxMandal Little
28
42
stakeholders and that in turn requires that they don’t feel cheated. It is important that
stakeholders be brought together so that the air is cleared and everyone obtains a clear
understanding of the issues involved. MCI, I feel should concentrate on building a consensus on
this issue and make sure that the doctors do not feel victimized. It is also important that other
stakeholders also be brought under legislation”. The seminar concluded with a panel discussion
at the end of which experts fielded questions from the audience.
The Outcome
The seminar brought forward the apprehensions of the medical and industry faculty on the issue
and got it clarified from the Chairman, Board of Governor, Medical Council of India Dr.
S.K.Sarin, and other noted experts. The participants went back convinced that the ethics in
medical profession can only be implemented by following of the clear conscience of one’s heart.
A glimpse at the Wings of Change
29
43
Media Coverage
Medical Medical
Ethics - Where are we going?
Ethics Conundrum Medical Ethics - Where are we going?
Publication: Sify Date: 02 July 2010

Edition: Online Page No: N.A
Publication: Hindustan Times Date: 17 February 2010

dical Ethics - Where are we going?Medical Ethics - Where are we going? Medical Ethics - Where are we going?
A Glimpse at the Wings of Change
Publication: Telegraph Date: 03 July 2010

Edition: Online Page No: N.A
Publication: Desh Bandhu Date: 02 July 2010 Publication: Hindustan Times Date: 02 July 2010
Edition: New Delhi Page No: 04 Edition: All Editions Page No: 17
dical Ethics - Where are we going? Medical Ethics - Where are we going?
36

34
Publication: The Political & Business Date: 02 July 2010

Publication: Hindustan Date: 02 July 2010

35 32
30
Media Coverage
15
44
stakeholders
Medical and Ethics
that in turn requires thatare
- Where they we
don’t going?
feel cheated. It is important that
stakeholders be brought together so that the air is cleared and everyone obtains a clear
understanding of the issues involved. MCI, I feel should concentrate on building a consensus on
this issue and make sure that the doctors do not feel victimized. It is also important that other
stakeholders also be brought under legislation”. The seminar concluded with a panel discussion
at the end of which experts fielded questions from the audience.
The Outcome
The seminar brought forward the apprehensions of the medical and industry faculty on the issue
and got it clarified from the Chairman, Board of Governor, Medical Council of India Dr.
S.K.Sarin, and other noted experts. The participants went back convinced that the ethics in
medical profession can only be implemented by following of the clear conscience of one’s heart.
A glimpse at the Wings of Change
37
45
Dialysis in
Chronic Kidney
Disease
46
3 47
Publication: Hindustan Times Circulation : 11,14,376
Date: 21 November 2008 City: All Edition (08)
Journalist(s): Feature Desk
Cities: New Delhi, Patna, Bhagalpur, Guwahati, Kolkata, Ranchi, Varanasi, Bhubaneshwar
Headline: Ban on junk food
Publication : Mid Day Circulation : N.A

Date: 21 November 2008 City: New Delhi, India
Publication : The Synergy Online Circulation : N.A
Date: 21 November 2008 City: New Delhi, India Headline: A Call centre to answers your kidney troubles
Headline: Baxter India Unveils New Patient Care System
17
Business Bhaskar Circulation : N.A
mber 2008 City: New Delhi, India
Feature Desk Publication : Sandhya Times Circulation : 33,866
xter India launches Renal HealthDate:
care21 November 2008 City: New Delhi, India
Headline: After Heart, Kidney is at the risk
Renal Home Care launched for Kidney Patients.
Renal Home Care launched for Kidney Patients.
nnounces the launch of Renal Home Care (RHC), an integrated Patient Care System 18
gether highly trained counselors, clinical
Baxter and technical
India announces services
the launch team
of Renal Home to Care
provide
(RHC), an integrated Patient Care System
that brings
nt care to renal patients. It will facilitate together
better andhighly
more trained
frequentcounselors, clinical
contact with and technical services team to provide
those
seamless patient care to renal patients. It will facilitate better and more frequent contact with those
Dialysis (PD), provide easy accessibility to, renal dietician support, address product
on Peritoneal Dialysis (PD), provide easy accessibility to, renal dietician support, address product
distribution enquiries. Every year, nearly 1.5 lakh new ESRD patients are diagnosed
delivery and distribution enquiries. Every year, nearly 1.5 lakh new ESRD patients are diagnosed
join an increasing patient population,
in India of
whothese only
join an 5 to 7 patient
increasing per cent are ableoftothese
population, get only 5 to 7 per cent are able to get
treatment, while the rest succumb some formto the disease without
of treatment, while the getting any definite
rest succumb to the disease without getting any definite
ervention, according to AIIMShealthcareand Indian Council according
intervention, of Medical Research
to AIIMS (ICMR)
and Indian Council of Medical Research (ICMR)
report.
Publication : The Political and Business Daily Circulation : N.A

Date: 21 November 2008 City: New Delhi, India
Headline: Renal care new initiatives
21 1
17 48
Date: 08 May 2009 City: Chandigarh Publication: Desh Sewak Circulation : 50,000
hah Times Journalist(s): Feature DeskCirculation : N.A Page: 05
mber 2008 City: New Delhi, India
Publication : Viraat Vaibhav Date: 14 May 2009Circulation : N.A City: Chandigarh
Headline: Baxter has been awarded for promoting females. Journalist(s): Feature DeskDelhi, India Page: 02
eature Desk Date: 21 November 2008 City: New
al health care launched for kidney patients Journalist(s): Feature Desk Headline: Baxter Gets Catalyst Award for Women Empowerment
Baxter has been awarded for promoting females.
Headline: Special Facility started for kidney patients
Baxter Gets Catalyst Award for Women Empowerment
Renal Home Care launchedth for Kidney Patients.
Chandigarh, 8 may. Baxter Asia Pacific has been awarded Renal Home
by Catalyst NGOCare launched
for promoting for Kidney
Chandigarh, Patients.
May 13, 2009: Baxter Company has been awarded by Catalyst Award 2009 for it
women to important managerial designations. Every year this organization awards the companies women empowerment. Catalyst, a leading non-profit organization working globally to buil
nnounces the launch of Renal Home Care (RHC), an integrated Patient Care System
of the corporate world that promote females. workplaces and expand opportunities
gether highly trained counselors, clinical and technical services team Baxter
to India
provideannounces the launch of Renal Home Care (RHC), an integrated PatientforCare
women and business, annually honours exemplary org
System
nt care to renal patients. It will facilitate better and more frequent contact that with
brings together highly trained counselors,initiatives
those clinical that
and promote
technicalwomen’s
servicesadvancement
team to providewith the Catalyst Award. This was revealed by Ge
Under the “Talent development program”, Asia Pacific region of Baxter Asia targeted to attain the
Corporate Vice President, Baxter International Inc. here today.
Dialysis (PD), provide easy seamless patient care to renal patients. It will facilitate better and more frequent contact with those
ratioaccessibility
of 50:50 tillto, renal
2010 fordietician support,
both males address
and females, product
which has been achieved two years earlier.
istribution enquiries. Every year, nearly 1.5 lakh new ESRD patientson arePeritoneal
diagnosed Dialysis (PD), provide easy accessibility to, renal
Realizing her true dietician support,
potential, addressare
organizations product
now making lots of attempts to fill in the midd
oin an increasing patient population,
According of these there
to Catalyst, only are
5 tofew
7 per cent
firms delivery
areare
that able and distribution
to get
applying enquiries.
new strategies Every
to enroll year, senior
women. nearly 1.5 lakh newroles
Apartmanagement ESRD patients
with womenare diagnosed
candidates. Companies like Microsoft, Baxter, CH2M HILL
treatment, while the restfromsuccumb to the disease
Baxter, Microsoft, CH2M,without in any
getting
Hill, Gibson, Indiadefinite
Bharati who join an
Enterprise, increasing
American patientand
Express population,
MartofEnterprises,
WallBharti these onlyAmerican
5 to 7 per cent are
Express andableWal to getare some companies which are using variety
Mart
ervention, according to are AIIMS and Indian
the ones doing thisCouncil of Medical
appreciable some form
job. Research of treatment, while the rest succumb
(ICMR) to thegender
to promote disease without getting any definite
diversity.
healthcare intervention, according to AIIMS and Baxter International
Indian Council Inc.’s Asia Pacific
of Medical initiative,
Research Building Talent Edge, reached its 2010 target
(ICMR)
report. gender balance across management-level and critical positions two years ahead of schedul
diversity is not just a social issue but one that addresses a core challenge for all organizations: t
Gerald Lema, Corporate Vice President and President, Asia Pacific, of Baxter International Inc.
tion: Jag Bani Circulation : 7,000 research and our own experience demonstrate that organizations that allow the best talen
9 May 2009 City: Chandigarh develop, move up, and contribute do better. Organizations that move quickly to remove the b
ist(s): Feature Desk Page: 02 become more inclusive overall will be the winners."
e: Baxter Gets Catalyst Award for Women Empowerment
Baxter Gets Catalyst Award for Women Empowerment
garh, May 09, 2009: Baxter Company has been awarded by Catalyst Award 2009 for its efforts in
empowerment. Catalyst, a leading non-profit organization working globally to build inclusive
ces and expand opportunities for women and business, annually honours exemplary organizational
s that promote women’s advancement with the Catalyst Award. This was revealed by Gerald Lema,
te Vice President, Baxter International Inc. here today.
g her true potential, organizations are now making lots of attempts to fill in the middle and the
management roles with women candidates. Companies like Microsoft, Baxter, CH2M HILL, Gibbons,
nterprises, American Express and Wal Mart are some companies which are using variety of policies
ote gender diversity.
men who are contributing towards the growth of the companies, even the organizations who
e women in the inclusion of women in the activities are been well recognized for the gesture. Ilene
, President & Chief Executive Officer of Catalyst is of the view- “No matter where we look, whether
York or Asia Pacific, from engineering to pharmaceuticals, we find achievement through inclusion of
”
nternational Inc.’s Asia Pacific initiative, Building Talent Edge, reached its 2010 target of a 50/50
balance across management-level and critical positions two years ahead of schedule. "Gender
is not just a social issue but one that addresses a core challenge for all organizations: talent," said
Lema, Corporate Vice President and President, Asia Pacific, of Baxter International Inc. "Extensive
h and our own experience demonstrate that organizations that allow the best talent to enter,
, move up, and contribute do better. Organizations that move quickly to remove the barriers and
more inclusive overall will be the winners."
American Express asks for at least one-third representation among those appearing for job
ws, it is 25-30 % for the Bharti group. “We are working consciously on increasing the number of
in the company. With our HR initiatives, we plan to stress recruitment of women at the senior and
evel since there is a large talent pool at the entry level,” says Bharti HR group director Inder Walia.
24 26
25
blication: Dainik Tribune Circulation : 38,000

e: 09 May 2009 City: Chandigarh
urnalist(s): Business Desk Page: 09
adline: Baxter receives an award
Baxter receives an award:

xter Asia Pacific Company was presented with a special award by Catalyst NGO for enrolling
men at important designations of management. Catalyst is a forefront non profitable
anization that works with the corporate world at an international level.
ery year this organization awards those companies that promote women.
28
29
17 49
31
27
Haemophilia
50
Key opinion Leaders' Management plays a very crucial role for
media campaign as they are the authority to speak on the issue
pertaining to their specialty. We have coordinated with KOLs
(as listed by Baxter) and brought maximum use of their appeal
to public, like seeking quotes for various stories being floated in
the media, arranging interviews in the print media as well as
electronic media.
58 51
Publication: Health & Nutritition Circulation : 2,25,00
Date: March 2009 City: National
Headline: Treating Hemophilia
Publication: Hindustan Times Date: 05 Sep 2010

Edition: All Editions Page No: 18
Circulation: 11 ,43,000 Readership: 45,72,000
Publication: Rashtriya Sahara Circulation : 2,64,102 (T)

Date: 18 February 2009 City: All Editions (06)
Journalist(s): Feature Desk Page No. 02
Cities: Lucknow, Delhi, Gorakhpur, Patna, Kanpur, Dehradun
Headline: Zest For Life Important For Hemophiliacs
Zest for life important for Hemophiliacs
Hemophilia is a group of hereditary genetic disorders that impair the body’s ability to control bleeding. This can be ascribed to either a deficiency or
a complete absence of certain clotting factors (clotting factors are proteins that help blood clot). This has obvious implications- easy bruising and
excessive bleeding. Blood might take a long time to clot after an injury or an accident. Hemophiliacs might also bleed internally especially in joints
and muscles and sometimes also in vital organs like brain. Hemophilia results from a defect in one of the genes that determine how the body makes
certain clotting factors. The genes are located on the X – chromosomes that determine whether a baby is a boy or girl.
Now, females possess two X- chromosomes whereas males have one X and one Y chromosome. Since a male receives his single X –
chromosome from his mother, the son of a ‘carrier mother’(healthy female carrying the deficient gene) has a 50% chance of inheriting the disease
from her(50% because he might as well inherit the other normal X- chromosome).
New recombinant DNA clotting factor serves the need. The protein-derived products is easily available as its manufacturer need not to depend on
Publication:Trinity Mirror Circulation : 2,75,000 human and blood. This non-usage of blood doesn’t leave any room for doubts pertaining to its purity and safety. With its arrival, effective
Date: 10 March 2009 City: Chennai Hemophilia can be life threatening once bleeding
Haemophilia treatmentstarts. Nowa tremendous
has received such treatments are evolving
boost. This clotting which
factor, produced would
without the usemake
of additives derived from human blood
provides added reassurance against any theoretical infection risks that may arise from the use of blood – derived additives.
Journalist(s): Feature Desk Page No:03 hemophilia patient live a normal life. Concentrates made from human blood have so far been the backbone of
Headline: Hemophilia highlights various Recombinant clotting factors cannot carry viruses and should therefore be preferred as far as treating Hemophilia is concerned. It is eminently
standard treatment modalities. Thedesirable
safety
thatof theseuntreated
previously concentrates dependreceive
patients with Hemophilia to large extend
recombinant on
clotting the if methods
factors, possible” adds Dr. Dharm Ram, Ganga Ram
employed to prevent, remove or Hospital.
inactivate viruses that may be present in the source plasma. Factor
The need of the hour is to address availability issues so that living a normal life with Haemophilia transforms into an attainable goal for
concentrates have been employedHemophiliacs
extensively
even intothemanage hemophilia and to deal effectively with bleeding
third world countries.
episodes. Derived from human plasma, these concentrates may be infused or injected directly into the
bloodstream. Even though the risk of contamination with Hepatitis B virus, Hepatitis C virus and HIV is real,
safety measures developed by scientist have ensured that the incidence of these infections are really low.
The safety measures employed globally are:
Donor Exclusion (careful screening of blood donors)

Testing of donated blood products 12
Inactivation or removal of pathogens (Treating donated blood products with a detergent and heat to
destroy viruses)
2 concentrates being produced nowadays are safer than ever before. This has been a direct
Plasma derived
result of measures adopted to ensure the safety of these concentrates. These include using repeat donors and
quarantining plasma for defined periods of time. In addition , methodologies like genomic amplification
techniques (GAT) testing of plasma pools, which have already become available will increase the safety profile
of the plasma derived products further in the immediate future.
New recombinant DNA clotting factor serves the need. The protein delivered products is easily available as its
manufacturer need not to depend on human and blood. This non-usage of blood doesn't leave any room for
doubts pertaining to its purity and safety. With its arrival, effective Hemophilia treatment has received a
tremendous boost. This clotting factor, produced without the use of additives derived from human blood
Publication: Mahamedha Circulation : 1,20,000
provides added reassurance against any theoretical infection risks that may arise from the use of blood derived
Date: 01 January 2009 City: All Editions(03) additives.
Headline: Zest for life important for Hemophiliacs
Zest for life important for Hemophiliacs

Recombinant clotting factors cannot carry viruses and should therefore be preferred as far as treating
Hemophilia is concerned. It is eminently desirable that previously untreated patients with Hemophilia receive 16
Hemophilia is a group of hereditary genetic disorders that impair the body’s ability to control
bleeding. This can be ascribed to either a deficiency or a complete absence of certain clotting r e c o m b i n a n t c l o t t i n g f a c t o r s , i f p o s s i b l e ” a d d s
factors (clotting factors are proteins that help blood clot). This has obvious implications- easy Dr. Dharm Ram, Ganga Ram Hospital.
bruising and excessive bleeding. Blood might take a long time to clot after an injury or an accident.
Hemophiliacs might also bleed internally especially in joints and muscles and sometimes also in
vital organs like brain. Hemophilia results from a defect in one of the genes that determine how the The need of the hour is to address availability issues so that living a normal life with Hemophilia transforms into
body makes certain clotting factors. The genes are located on the X – chromosomes that an attainable goal for Hemophiliacs even in the third world countries.
determine whether a baby is a boy or girl.
Now, females possess two X- chromosomes whereas males have one X and one Y chromosome.
Since a male receives his single X – chromosome from his mother, the son of a ‘carrier
mother’(healthy female carrying the deficient gene) has a 50% chance of inheriting the disease 3
from her(50% because he might as well inherit the other normal X- chromosome). 11
13
8
2 52
4
tion: The Publication:
Pioneer Hindustan Times (HT Live) Circulation : 18,000
Circulation : 10,78,967(T)
Publication: The Asian Age Circulation : 95,800
8 April 2009
Date: 30 March 2009 City: Lucknow, City:
Date: 17 April
India Lucknow,India
Journalist(s): Feature Desk Page No: 2009
1 Editions: Mumbai
ist(s): Feature
Headline:Desk
Patients continue to bleed as funds ‘clot’ Page
Journalist(s): Feature Desk No: (13) Page No: 23
e: Experts discuss treatment of haemophilia Headline: Dire need for haemophilia awareness

Publication: Dainik Bhaskar Circulation : 9

Date: 17 April 2009 All Editions(2
Journalist(s): Feature Desk Page No:03
Headline: Health facilities zero-Does a Hemophiliac has a choice
Health facilities zero-Does a Hemophiliac has a choice
Hemophilia is a birth disorder that has no cure. Extra care has to be taken by t
Publication: Prabhat Circulation : 32,976 approximately one lac people are estimated to suffer from this disease but on
Date: 14 April 2009 City: Pune
Journalist(s): Feature Desk diagnosed so far. According to statistics of Uttar Pradesh, 1660 out of 2600
Headline: Donate Blood
registered. One in every 10,000 children is a hemophilic. Uncontrolled bleed
Donate Blood
injuries or an internal hemorrhage is the leading cause of Hemophilia. Primar
done by PT and APTT tests conducted at various pathological labs. But to
whether
Haemophillia day was celebrated all over the world on Friday. On this occasion haemophillia patients, their relatives
and doctors organized a march to spread awareness. It started at 8 am from Kolkatta medical college returning back its Factor 8 or Factor 9 is affected, tests are available at very few p
to the same following in the route the M G Road and Surya Sen Street. Ambulance and other arrangements were
U.P.
made for those who were unable to walk. Dignitaries from health department and local citizens also participated in it.like
A CSMMU or BHU. These tests are still not available in many states of
against unavailability of Factor VIII in IHTM in hospitals. A request for more haemophillia centres was also and Bihar. Hemophilia Society proposed and awareness and control program
CD was launched to provide information about the disease. Another objective of this march was to raise their voice
put.
Approximately 4 lac people are suffering from this disease all over the world but only 12000 are aware of their
condition. 14the court sanctioned a budget of Rs. 26.74 crores out of which 2.5 crores
provided to the Health department.
21
19
Publication: The Pioneer Circulation : 1,75,106 (T)

Date: 30 March 2009 City: Lucknow, India
Journalist(s): Feature Desk Page No: 13
Headline: This apathy bleeds hemophilia patients
Publication: Saamana Circulation : 3,00,000

Date: 16 April 2009 All Editions(07)
Headline: Haemophilia
Page No: ----
16
Haemophilia
th th
World Haemophilia Day, being observed on the 17 day of April this year. 17 April marks the
birthday of Frank Schnabel, the founder of World Federation of Haemophilia (WFH). Hemophilia is
a genetic disorder that primarily affects males and prevents the blood from clotting properly.
29
People with hemophilia have a deficiency of a blood protein, also called a "clotting factor," that is
necessary to clot the blood and stop bleeding. People may bleed internally, especially in their
knees, ankles, and elbows. This bleeding can damage organs or tissues and, sometimes, be fatal.
The immense resourcefulness and perseverance displayed by researchers worldwide has resulted
in continuously evolving treatment modalities and near normal life spans for Haemophiliacs today.
The mainstay of treatment as far as Haemophilia is concerned is ‘Replacement therapy’ –
replacing the missing or deficient clotting factors (Factor VIII or factor IX depending on the type of
Haemophilia) through regular infusions.
17
Here, a new recombinant DNA clotting factor serves the need. With its arrival, effective
Haemophilia treatment has received a tremendous boost. This clotting factor (produced without
the use of additives derived from human blood) provides added reassurance against any
theoretical infection risks that may arise from the use of blood – derived products.
- Dr. K Ghosh, KEM Hospital, director ICMR hematology.
20
23
2 53
Media
Coverage Report
On
Horlicks Nutrition Academy
Prepared by:
Via Media & Communications Pvt. Ltd.
54
BACKGROUND
HORLICKS has started its journey from being a HFD brand to a Mega Brand with the ambition of becoming the
No 1 Health brand providing “Best” everyday nourishment solutions across life-stages to satisfy diverse need-states
through varied delivery formats.
• H
ORLICKS the leader in the HFD category had planned to venture into categories like Biscuits, Noodles, and
Bars etc.
• Th
us it was imperative to enhance the nutritional equity of the whole range primarily to get competitive
Publication:
advantage Hindustan
in some categories where GSK Times Date:
is entering for the first time and 05 assurance
strengthen Sep 2010in others.
• I nEdition: All Editions
today’s environment, Pageeating
when each and every member of family faces irregular No:habits,
18 onslaught of junk
food, the threat of pollution, unprecedented levels of stress, lack of time and lifestyle induced diseases, eating
Circulation:
healthy and maintaining 11a healthy
,43,000 Readership: 45,72,000
lifestyle are more critical than ever before.
• M
ost of the people understand the importance of staying healthy and hence seek relevant information. But the
information available is generic and not tailor made to address their specific needs, leaving them unsure as to what
they are doing is right for them and their family’s well being.
HORLICKS NUTRITION ACADEMY ( HNA)

Horlicks Nutrition Academy (HNA) is a Panel / Body of expert Doctors, Scientists, Nutritionists and Researchers
working in the area of development in Nutritional Science and exploration in the new areas of nutrition and
providing nutritional solutions for everyday nutritional requirement.
OBJECTIVES
• To Establish HNA as a credible of source of Nutrition Expertise
• S hift/ Strengthen brand perception of HORLICKS around Nutrition and hence differentiating from
Competition
• Improving the Nutrition Education in the country.
• Develop Educational Modules on various aspects of Nutrition and other Diseases
• Helping food and nutrition professionals and students in their education.
• Co-ordinate all food science professionals for their career development and achievement of higher desire.
• H
NA will be the Educational Home where experts are brought together from around the country to share and
discuss the latest scientific and in-field advances in nutrition.
• I t will also have a dedicated Product and Performance Research Centre where new and current products will be
tested through a program of science-based performance research.
• M
ore complex research will be performed as part of research partnerships with leading Nutrition Institutes across
the country, coming together to form overall research network.
• W
ork in partnership with leading medical associations, universities, professionals, coaches, nutritionists and
medical professionals to further understanding of nutrition and research new products.
16
55
ACTIVITIES – 2009
LAUNCH CONFERENCES

16
56
SCIENTIFIC ADVISORY BOARD
Prof of Public Health Nutrition, University of Southampton, Southampton General

Dr. Prakash Shetty Hospital, UK
Publication: Hindustan
Dr. Pankaj Desai Times
Former President Date: 05Society
,Federation of Obstetrics and Gynecological Sepof2010
India
Dr. G C Reddy Vice President, Research Society for the study of Diabetes in India
Edition:
Dr. Deepak Ugra President Elect, Indian Academy of Pediatrics Page No: 18
All Editions
Dr.A R Vijaykumar Chairman , Tamilnadu Association of Phycians of India Chapter
Circulation: 11 ,43,000
Dr. Ashok Adhao National President, Indian Medical Association
Readership: 45,72,000
Ms. Swarupa Kakani President, Indian Dietetic Association Bangalore Chapter
Dr. Mrinal Kant Chatterji President, Indian Academy of Pediatrics West Bengal Chapter
Dr. C R Purandare President, Federation of Obstetrics and Gynecological Society of India
PYRAMID OF INFLUENCE
Activities oBJECTIVES
Acts as influencer in their Community
Acts as Mouthpiece/Speaker for various activities

Closed Door Meeting with Brand Team
Interface with other bodies
SAB Networking and Strategy development
Scientific PR Medical Bodies Reach Guidelines Support, Communication

CME/Conference Partifipation • IDA, NSI Support
Mailers/Newsletter • RSSDI, FOGSI Peer Group Influence
• IMA, API
• IAP
Enhanced Reach and awareness at regional level
CME/Conferences Members of Respective Bodies
Mailer/Newsletter Recommendation for product usage
• Institutional Practitioner
Product Trial
• Individual Practitioner
• Govt. Machineries
Users and Potential consumers Enhanced Equity

PR
• Increased usage and faith
• Increased awareness and connect
16
57
INTERACTIVE WEBSITE
www.horlicksnutritionacademy.org

INTEGRATED DIRECT MARKETING
A Monthly Postal Newsletter was sent to about 22,000 Doctors across India ( General Physicians +
Pediatricians ) & Each Postal Mailer was followed by a Telephone call by an Relationship Manager.
The Objective of the Telephone Call was to :
¥ Ensure the receipt of the Mailer
¥ Getting Feedback about the Content of the Newsletter
¥ Feedback about the Usage of Brand
¥ Brand Reminder
16
58
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !
CONTINUING MEDICAL EDUCATION SERIES
A CME Series on the Concept of Hidden Hunger were organized in 20 Cities of India in partnership with
Indian Medical Association. Each CME was attended by over 100 Doctors .
CONFERENCE PARTICIPATION
Publication:
HNA Hindustan
Participated in most Times
of the National Date:, Pediatricians
Conferences of General Physicians 05 Sep 2010 , Nutritionists &
Dieticians across the country.
Circulation:
City Date 11Speakers
,43,000 Designation Readership: 45,72,000
Topics In Association with
Consultant Physician,Sai Surabhi The Menace of Hidden Hunger:

Dr. Arvind Ghongane
Nursing Home Problems and Solutions
Mumbai 12th Sep 2009 Countering Micronutrient IMA Mumbai West
Consultant Pediatrician, KEM and
Dr.Jagruti Sanghvi Deficiencies in toddlers: bargaining
Wadia Hospital,Mumbai
for a healthier tomorrow
Countering Micronutrient
Consultant Pediatrician,Artemis
Dr. Rajiv Chhabra Deficiencies in toddlers: bargaining
Hospital,Gurgaon
Delhi 13th Sep 2009 for a healthier tomorrow IMA West Delhi Branch
Sr.Consulting Physician,Sri Balaji The Menace of Hidden
Dr. B M Makkar
Action Medical Institute Hunger: Problems and Solutions
Retd. Prof & HOD, Deptt. Of
Dr. S P Srivastava Deficiencies in toddlers: bargaining
Paediatrics, PMCH, Patna
Patna 18th Sep 2009 for a healthier tomorrow IMA Bihar State Branch
Hony. Secretary, IMA AMS, Bihar The Menace of Hidden
Dr. Rajiv Ranjan
State Chapter Hunger: Problems and Solutions
Prof. of Medicine, Madurai The Menace of Hidden
Dr. Moses K. Daniel
Medical College, Madurai Hunger: Problems and Solutions
Madurai 12th Oct 2009 Countering Micronutrient IMA Madurai Branch
Prof. of Paediatric Medicine,
Dr. S. Venkateswaran Deficiencies in toddlers: bargaining
Theni Medical College, Thenei
Prof of Medicine, GMCH, The Menace of Hidden
Dr. Swaroop Baruah
Guwahati Hunger: Problems and Solutions
Guwahati 21st Oct 2009 Countering Micronutrient IMA Guwahati Br.
Prof of Paediatrics, GMCH,
Dr. Abhinandan Das Deficiencies in toddlers: bargaining
Guwahati
Asst Prof of Medicine, RGKMCH, The Menace of Hidden
Dr. Kingshukh Dhar
Kolkata Hunger: Problems and Solutions
Kolkata 25th Oct 2009 Countering Micronutrient IMA HQ
Sr. Consultant paediatrican,
Dr. Bikash Bhattachrya Deficiencies in toddlers: bargaining
Peerless Hospital, Kolkata
Former Director, National Institute The Menace of Hidden
Dr B Sivakumar
of Nutrition, Hyderabad Hunger: Problems and Solutions
Hyderabad 7th Nov 2009 Scientist, Clinical Division, Countering Micronutrient IMA Hyderabad Branch
Dr K V Radha Krishnan National Institute of Nutrition, Deficiencies in toddlers: bargaining
Hyderabad for a healthier tomorrow
Sr Counsultant Physician The Menace of Hidden
Dr A Mythili
Vishakhapatnam Hunger: Problems and Solutions
IMA Vishakapatnam
Vishakapatnam 8th Nov 2009 Countering Micronutrient
Sr Counsultant Peadiatrician Branch
Dr V V G Mohan Deficiencies in toddlers: bargaining
Vishakhapatnam
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59
Secy. IMA Cochin Br. & Sr.
The Menace of Hidden
Dr. Senthil Orathel Consultant Physician, Govt.
Hunger: Problems and Solutions
Hospital Ernakulum
Cochin 15th Nov 2009 IMA Cochin
Head, Deptt of Peadiatrics,
Dr. Varghese Cherian Deficiencies in toddlers: bargaining
Lourdes Hospital, Cochin
Asst. Prof. of Medicine, Madurai The Menace of Hidden
Dr. S.C.Vivekanathan
Medical College, Madurai Hunger: Problems and Solutions
Virudhu Nagar 15th Nov 2009 Countering Micronutrient IMA Virudhu Nagar
Publication: Hindustan
Dr. Venkata
Subharmanian
Times
Sr. Consultant Paediatrician, Anai
Hospital, Sivakasi
Date: 05 Sep 2010
Deficiencies in toddlers: bargaining
Edition: All Editions

Dr.Dilip Sarda President, IMA Pune Branch Page
The Menace No: 18
of Hidden
Circulation: 11 ,43,000
Pune 22nd Nov 2009
Sr. Consultant Paediatrician, Readership: 45,72,000
IMA Pune Branch
Dr.Jayant Navarage Deficiencies in toddlers: bargaining
Pune
Dr. A.Murugunathan Sr. Member, MCI
Coimbatore 29th Nov 2009 Countering Micronutrient IMA Coimbatore
Consultant Paediatrician, Smyl
Dr. M.Ismail Deficiencies in toddlers: bargaining
Hospital, Coimbatore
“Professor & H.O.D. Dept. of
Dr.T.Thirumalaikolundu Medicine, Chennai Medical The Menace of Hidden
Subramanian college Hospital and Research Hunger: Problems and Solutions
Trichy 6th Dec 2009 Centre” IMA Trichy Branch
“President, Indian Academy of Countering Micronutrient
Dr.Sunil Srinivasan Paediactrics, Thiruchirappalli Deficiencies in toddlers: bargaining
Chapter.” for a healthier tomorrow
Sr. Consultant The Menace of Hidden
Dr.R.Anand
Physician,Bangalore Hunger: Problems and Solutions
Bangalore 12thDec 2009 Sr.consultant Countering Micronutrient I M A Bangalore
Dr.Rajanish K.V Pediatrician,Rajarajeshwari Deficiencies in toddlers: bargaining
Medical College. for a healthier tomorrow
Sr. Consultant
Dr.R.P.Shukla Physician,Hazarath
hospital,Allahabad
Allahabad 13th Dec 2009 IMA Allahabad
Sr. Consultant Pediatrician Countering Micronutrient
Dr.C.M.Pandey Children Hospital Sarojini Naidu- Deficiencies in toddlers: bargaining
Allahabad for a healthier tomorrow
Asst. Prof of Medicine, Govt
Dr S Chandershekhar Stanley Medical College,
Chennai
Chennai 16th Dec 2009 IMA Chennai City Branch
Dr Mythili Sivaram Consultant Pediatrician St Isabel
Deficiencies in toddlers: bargaining
Rajagopalan hospital Mylapore, Chennai
Sr Physician & Past president, The Menace of Hidden
Dr Anand Kate
IMA Hunger: Problems and Solutions
Nagpur 18th Dec 2009 Countering Micronutrient IMA Nagpur branch
Sr Member of IMA, President,
Dr Rajeev Mohta Deficiencies in toddlers: bargaining
Adolescent Chapter, IAP
Consultant Physician,Marble city The Menace of Hidden
Dr Himanshu Patharia
hospital, Jabalpur Hunger: Problems and Solutions
Jabalpur 19th Dec 2009 Asssociate Prof., Dept of Countering Micronutrient IMA Jabalpur Branch
Dr Vrind Bharadwaj Peadeatrician, N.S.C.B. Medical Deficiencies in toddlers: bargaining
College, Jabalpur for a healthier tomorrow
16
60
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61
Publication: Hindustan Times Date: 05 Sep 2010 Publication: Hindustan Times Date: 30 Sep 2010
Publication: Kesri Date: 07 Jan 2011
Edition: All Editions Page No: 18 Edition: All Editions (02) Page No: 07
Edition: Pune Page No: 06
Circulation: 11 ,43,000 Readership: 45,72,000 Circulation: 10,78,967 Readership: 43,15
Circulation: 70,000 Readership: 2,80,000


Publication: Hindustan Publication:

Date: Lokmat (Sakhi)
04 Oct 2010 Date: 14 Oct 2010
Publication: Rashtriya Sahara Date: 13 Oct 2010
Edition: All Editions (12) Edition:
Page All Editions (13)
No: 15 Page No: 29All Editions (06)
Edition: Page No: 03
Circulation: 14,94,788 Circulation:
Readership: 13,00,000
49,79,152 Readership: 52,00,000
Circulation: 2,64,102 Readership: 10,46,408
16 17
Publication: Vishvadarpan Date: 20 Oct 2010

Publication: Daitvya Date: 20 Oct 2010
Publication: Tritnity Mirror Date: 01 Nov
Publication: 2010 Despatch & Courier Date: 11 Jan 2011
Afternoon
Edition: All Editions (04) Page No:
Edition: 07
All Editions (02) Page No: 19
Circulation: N.A Readership:
Circulation:N.A
N.A Readership: N.A
Circulation: N.A Readership:
Circulation: N.A
68,163 Readership: 2,72,652
19 21
16 20
22 23
24
16 32
62
Publication: The Hindu Date: 07 Nov2010
Publication: Dainik Jagran Date: 30 Sep 2010
Edition: All Editions (37) Page No: 06 Publication: Punnyanagari Date: 04 Oct 2010
Edition: All Editions (37) Page No: 07
Circulation: 12,71,945 Readership: 50,87,780 Edition: All Editions (09) Page No: 02
Circulation: 5,66,00,000 Readership: 43,15,868

Publication: Pimapri Chinchawad Samachar Date: 14 Jan 2011Publication: Sakalbela Date: 02 Nov 2010
Edition: Pune Page No: 03 Edition: Kolkata Page No: 07
Circulation: 15,000 Readership: 60,000
26 Circulation: 50,000 Readership: 2,00,000
31
33
www.free-press-release.com/news-hidden-hunger-the-spectre-of-micronutrient-deficiency-1290063831.html
www.expressbuzz.com/cities/kochi/aware-of-hidden-hunger/222593.html
Publication: Sanskruti Date: 14 Dec 2010
27 25
16 37
34 16
63
Media Coverage Report
on
Mission to Make India
Heart Healthy Campaign
64
Mission to make India Heart Healthy
OBJECTIVES
Since India is moving westward in incidence of Lifestyle related diseases
and heart diseases are one of them. Mission to make India Heart Healthy is
campaign to provide insights about how to maintain your Heart Healthy and
encouraging healthy behavior and lifestyle modifications.
KEY ACTIVITIES DONE

• Key Advisory Group
• Alliances / Partnerships
• Mass Advertising
• Digital Media & Marketing
• Mass Consumer Awareness
• Consumer Activation Camps
65
ATAGLANCE

ǤǤ
ǤǤ

66

Creative Advertising in Print & Digital Media

MEDIAAWARENESSCAMPAIGN

67
Publication: Central Chronicle Date: 04 October 2009
Edition: Bhopal Page No: 05
Cities: Bhopal
Publication: Jalte Deep Date: 22 October 2009
Edition: All Edition (02) Page No: 05
Cities: Jodhpur, Jaipur.

Circulation:
Publication: Gavkari (Aswad) 11 ,43,000
Date: 25 October 2009 Readership: 45,72,000
Edition: Mumbai Page No: 05
Circulation: N.A Readership: N.A
Cities: Jodhpur, Jaipur.
Publication: Nai Duniya Date: 20 October 2009
Edition: Indore Page No: 02
Cities: Indore
Publication: Hamara Mahanagar Date: 30 October 2009

2 3
Publication: DLA Date: 29 October 2009 Circulation: N.A Readership: N.A
Circulation: N.A Readership: N.A Cities: New Delhi
Cities: New Delhi
Publication: Central Chronicle Date: 08 October 2009

Edition: Bhopal Page No: 05
4 5
7 16
Cities: Bhopal
68
Publication: Prajavani Date: 11 November 2009
Edition: All Edition (07) Page No: 03 Publication: Pudhari Date: 31 October 2009
Circulation: 418624 Readership: 1674486
Edition: Mumbai Page No: 06
Cities: Bangalore, Hubli-Dharwad, Mangalore ,Gulbarga, Mysore, Davangere,
Nanded.
Cities: Mumbai

Circulation: 11 ,43,000 Publication: Political & Business45,72,000
Readership: Daily Date: 09 November 2009
Edition: New Delhi Page No:16
Cities: New Delhi
Publication: Cricket Bharti Date: December 2009
Edition: National Page No: 51
Cities: National
14
Publication: Hindustan Times Date: 09 November 2009
10
Cities: New Delhi
ublication: Sujeevan Magazine Date: December 2009

dition: National Page No: 105
rculation: 95,000 Readership: 04,00,000
ties: National
Publication: Sambad Date: 16 November 2009
Edition: All Edition (09) Page No: ---
Publication: Sandhya Times Date: 05 November 2009
Cities: Bhubaneswar, Berhampur, Balasore, Rourkela, sambalpur, Angul,
Jeypur, Cuttack, Tipura. Edition: New Delhi Page No: 04
Cities: New Delhi
16
16
12 13
12
17
14 15
69
10 11
Child Nutrition Workshop
Conceptualized and Executed by
70
Objective
• While nutritional status has improved worldwide over the past
fifty years, new nutrition-related problems have also emerged.
Problems of under nutrition continue to exist in developing
countries, while increasing rates of obesity in developed
countries contribute to increasing rates of chronic disease
around the world.
• Proper nutrition in childhood can reinforce lifelong eating
habits that contribute to Children’s overall well being and help
them to grow up to their full potential and a healthy life.
• We believe that education is the single most powerful tool for
ensuring that children understand the value of nutrition and
physical activity to their health through the course of their
lives. The objective of the Child Nutrition Workshop is to
raise nutrition, health and wellness awareness of school age
children in India.
• Its an initiative of HEAL Foundation to address the health
problems in school children
71
Methodology
• Shorltisting and approaching the Pre-schools in the designated areas.
• Co-ordinating with the Healthcare providers to participate in the
Workshop.
• Team members measured the child’s height and weight.
• HEAL foundation’s Nutrition Expert do individual counselling session
with parent and child.
• Child Assessment form was filled after nutritional screening .
• Assembled information on 24 hours diet routine of kids and child’s daily
energy requirement.
• Recommendation on nutrition was suggested to parents in the form.
Parents were educated about Child Nutrition through the presentation
and a hand-out FOOD GUIDE PYRAMID (attached for reference).
• At end, A Q&A session for parents to clear any doubts on the same.
• Attending kid was given a Pencil box set, Activity Book.
• A child was chosen as a winner of “HEALTHY BABY CONTEST” and
was awarded a prize.
72
73
S.No. Date City School Name Children Parents Teachers
1 17-Jul-10 Bangalore Kidzee School 20 20 4

2 24-Jul-10 Bangalore Kidzee School 30 24 4
3 30-Jul-10 Mumbai Kidzee School 22 22 4
4 5-Aug-10 Bangalore Kidzee School 25 25 3
5 6-Aug-10 Bangalore Kidzee School 30 30 3
6 7-Aug-10 Delhi Bachpan School 20 39 10
7 14-Aug-10 Delhi Shemrock School 50 75 5
8 14-Aug-10 Hyderabad Bachpan School 22 21 4
9 15-Aug-10 Kolkata I Play I learn 15 30 5
10 28-Aug-10 Chennai Aarambh Play School 42 42 7
11 28-Aug-10 Delhi Euro Kids International School 30 40 20
12 29-Aug-10 Delhi Kidzee School 40 60 20
13 4-Sep-10 Delhi Shemrock School 32 40 10
14 9-Sep-10 Bangalore A.S.B Global School 31 20 4
15 25-Sep-10 Hyderabad Amerikids international play school 21 21 5
16 9-Oct-10 Kolkata IDIFY School 19 24 6
17 11-Oct-10 Chennai Tech Kids Play School 77 77 4
18 14-Oct-10 Chennai Tech Kids Play School 9 9 4
SOUTHERN NURSERY & INFANT
19 24-Nov-10 Kolkata 62 62 6
SCHOOL
20 30-Nov-10 Delhi Loving Mothers 25 40 6
21 1-Dec-10 Kolkata Apollos Academy School 52 56 5
22 2-Dec-10 Kolkata Mon Grace 34 28 5
23 5-Dec-10 Mumbai Kangroo Kids 32 40 5
24 6-Dec-10 Mumbai The First Steps 33 38 5
25 6-Dec-10 Bangalore Blooming Kids 35 44 4
26 8-Dec-10 Hyderabad Kidzee-Malakpeth 48 40 3
27 9-Dec-10 Hyderabad Bachpan 29 41 4
28 12-Dec-10 Chennai Kidzee-Perambur 21 24 4
29 12-Dec-10 Chennai Kidzee-T.Nagar 26 20 3
30 13-Dec-10 Delhi Little Pearls 20 22 5
31 14-Dec-10 Delhi Tiny Tots 24 28 4
32 15-Dec-10 Ahemdabad Kidzee-Navrangpura 26 27 3
33 16-Dec-10 Ahemdabad Shanti Juniors 32 40 5
34 19-Dec-10 Kolkata Pluto 31 38 6
35 19-Dec-10 Kolkata Bachpan 40 38 5
74
75
76
Objective
• Dedicated program towards eliminating pregnant & lactating mothers
ignorance towards health, enhancing their knowledge and empowering
their family to cope with this delicate and important milestone in life by
increasing their day to day efficiency.
• In this era of nuclear families mothers need simple and effective guidance
during this emotionally challengeable period, through the Healthy Mother’s
Program we address their issues and help them understand the role of
nutrition and physical activity during pregnancy and lactation.
• Ever increasing medical complications in pregnant women like IUGR,

Gestational diabetes can be very easily overcome if proper nutrition is being
taken, which is missing in Indian population of pregnant women.
• Its an initiative of HEAL Foundation to educate and increase awareness

levels in pregnant and lactating mothers.
77
Methodology
• Short listing and approaching the hospitals in the designated areas.
• Co-ordinating with the Healthcare providers to participate in the

Workshop.
• Team members measured the child’s height and weight.
• HEAL foundation’s Nutrition Expert do individual counselling session

with pregnant and lactating women.
• Mother Assessment form was filled after nutritional screening .
• Assembled information on 24 hours diet routine of mother’s daily energy

requirement.
• Recommendation on nutrition was suggested to mother’s in the form.

Family and mother’s were educated about Nutrition through the
presentation and a hand-out FOOD GUIDE PYRAMID.
• At end, A Q&A session for parents to clear any doubts on the same.
• Attending mother’s was given a gift.
78
S.No. Date City Hospital Name Mother’s Doctors
1 17-Sep-10 Delhi Apollo Craddle 21 2
2 24-Sep-10 Delhi SitaRam Bharati 19 4
3 30-Sep-10 Delhi Rockland Hospital 28 3
4 5-Oct-10 Delhi Jaipur Golden Hospital 14 2
5 6-Oct-10 Kolkata Ruby hospital 24 4
6 7-Oct-10 Kolkata Belle Vue Hospital 32 2
7 14-Oct-10 Kolkata AMRI Salt Lake Hospital 16 3
8 14-Oct-10 Kolkata CMRI Hospital 19 3
9 15-Oct-10 Pune Shayadari Hospital 21 4
10 28-Oct-10 Pune Gupte Hospital 36 2
11 28-Oct-10 Ahemdabad Pulse Women Hospital 18 3
12 29-Oct-10 Pune Aditya Birla Hospital 19 4
13 4-Nov-10 Ahemdabad Apollo GhandiNagar Hospital 22 2
14 9-Nov-10 Hyderabad Innova Hospital 28 2
15 25-Nov-10 Hyderabad Kameneni Hospital 12 4
16 9-Dec-10 Bangalore Manipal hospital 19 3
17 11-Dec-10 Bangalore Columbia Asia Hospital 20 2
18 14-Dec-10 Chennai Billroth hospital 21 3
19 24-Dec-10 Chennai Apollo First Med 26 3
20 30-Dec-10 Delhi Max Hospital 17 2
79
80
81
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VIA MEDIA

Healthcare PR, Advocacy, Medico-Marketing & Medical Communication

Visualize. Initiate. Actualise.

About VIA MEDIA ............................................................................ 01

Diabetes Blue Fortnight .................................................................... 05

Medical Ethics Conundrum ................................................................ 22

Dialysis in Chronic Kidney Disease ..................................................... 46

Horlicks Nutrition Academy ............................................................... 54

Make India Heart Healthy ................................................................. 64

Child Nutrition Workshop .................................................................. 70

Healthy Mother Campaign.................................................................. 76

Offices in India ............................................................................... 82

Think of us as your dedicated, high-impact, high-speed

...and growing everyday

y A Comprehensive Health Care Communication Organization

Blue Sky Lantern

Shahid Minar, Kolkata

Sankalp - Movie Premiere

Greater Noida Walk Bangalore Walk

Largest Human Blue Ring

Save the Girl Child Exhibition

Dance by Tamana Foundation Dance by Tamana Foundation Nanu Fauji

Child Health Expo

Lifebuoy CHC 2010 in News

The Times of India, New Delhi

Hindustan Times, Agra

Navbharat Times, New Delhi

The Hindu, New Delhi

Dainik Jagran, New Delhi

Medical Council of India

Somewhere around fifth century BC, it is believed

‘ I do not intend to be a policeman

rules have come late, gifts, oﬀering foreign trips and

additions subtractions are suggested

token gifts. In neighbouring noti�ication is challengeable”. attending conferences, seminars,

association of doctors are barred from endorsements and secondly,

‘ In the interests of the country it is

Photographs Brijesh Kumar

‘ Self – restraint is the operating word

A senior surgeon from one of the

ON TRAVEL FACILITIES AND HOSPITALITY

There is thin line of distinction between

Medical Ethics Conundrum- The Road Head-- Glimpses

Expert panel Engaging conversations

In rapt attention Making a point-Guest of Honour

Interactive session Session in progress

Questions galore Expert panel

Publication: Hindustan Times Date: 17 February 2010

Follow up action- Recommendations drawn

1) Dr. Ajay Kumar, Chairman (Patna)

2) Dr. Shashank Joshi, Co-Chairman (Mumbai)

3) Mr. Swadeep Srivastava, Secretary (New Delhi)

4) Dr. G. Muruga Vadivel, Member (Mumbai)

5) Mr. Ajay Pitre, Member (Pune)

6) Mr. Sudhir Mishra, Member (New Delhi)

7) Dr. Sanjay Anant Gupte, Member (Pune)

8) Dr. S. M. Sapatnekar, Member (Mumbai)

The main issues that the committee sought to address were:

2) The visible dichotomy between the traveling arrangements for speakers to a

3) The need to come up with regulations / guidelines related to clinical research

What constitutes a gift?

Gifts and Items of Medical Utility

(c) Promotional Aids: Promotional aids or reminder items may be provided or

• Ever increasing medical complications in pregnant women like IUGR,

• Its an initiative of HEAL Foundation to educate and increase awareness

• Co-ordinating with the Healthcare providers to participate in the