Our approach to social media & on-ground activities is multifaceted:Sourabh Agrawal, Lupin

Global pharma major Lupin Ltd recently launched an integrated campaign to raise awareness and prevent heart disease among women. In 2022, Lupin introduced the ‘Shakti’ campaign, with world boxing champion Mary Kom as its brand ambassador. The Shakti campaign was also recognized with a Silver award at the PR Moment Health Awards 2022 for Best Communication Campaign – Pharma.

Recently, Lupin organized Shakti Conclave 2.0 in collaboration with STEMI and Women in Cardiology and Related Sciences, bringing together leading cardiologists from across the country to discuss cardiovascular risk factors and early management.

In an exclusive interview with Adgully, Sourabh Agrawal, Senior Vice President, Lupin Ltd, speaks about the company’s vision behind campaigns like NovaShakti and Shakti Conclave. He also elaborates on how the company is utilizing social media and on-ground activities to amplify awareness, and provides insights into other campaigns initiated by Lupin, and more.

Could you provide an overview of the NovaShakti campaign and its main objectives in promoting cardiovascular health among women?

NovaShakti is Lupin’s endeavour to raise awareness about cardiovascular health among women. At its core, the campaign is driven by the alarming reality that cardiovascular disease is the leading cause of death among women today. The primary objectives of the NovaShakti campaign are two-fold: education and empowerment. With NovaShakti, we seek to dispel prevalent myths and misconceptions surrounding heart disease in women, fostering a deeper understanding of the risks, treatment options and preventative measures.

Since its inception in 2021, the campaign has emerged as a pivotal initiative in our commitment to women’s heart health. The campaign has reached over 50,000 patients and 7,000 healthcare professionals, highlighting the urgency for more initiatives centered on women’s heart health. We have roped in renowned athlete Mary Kom as the campaign’s brand ambassador with the zeal to drive awareness on the issue and encourage women to sign up for early screenings and take corrective measures to avoid future risks.

What are the key takeaways from the NovaShakti campaign, and why is there a need to develop more such campaigns centered on women’s heart health?

According to the Global Burden of Disease Study, heart disease is the leading cause of death among women in India, accounting for almost 18% of all deaths. Despite being the leading cause of death among women, heart diseases are often under-diagnosed and under-treated. Thus, it is imperative to develop campaigns like NovaShakti to increase awareness and facilitate preventive measures. By continuing to engage and empower women, we can collectively work towards reducing the burden of cardiovascular diseases and fostering healthier communities.

How do you leverage social media and on-ground activities to amplify awareness and engagement?

Our approach to leverage social media and on-ground activities for the NovaShakti campaign has been strategic and multifaceted. Through our social media platforms, we aim to create engaging and informative content tailored specifically for our target audience of women aged 35-50 and their families and caregivers. We utilize various online formats such as interactive sessions, informative videos featuring healthcare professionals, and engaging posts to disseminate crucial information about heart health and the NovaShakti campaign's objectives. On-ground activities complement and mirror our online efforts.

One of the highlights of our campaign is the Shakti Conclave, a two-day event organized in partnership with STEMI and Women in Cardiology and Related Sciences. The second edition of the conclave in February 2024 brought together leading cardiologists from across the country to address gender disparities in disease awareness, particularly regarding atypical symptoms. Through panel discussions, keynote presentations, and interactive sessions, we fostered collaboration and knowledge-sharing among healthcare professionals, further amplifying women's awareness of heart health issues.

Could you elaborate on the media strategy?

Our media strategy for the NovaShakti campaign is multifaceted. We aim to reach our target audience of women across India through various channels. We’ve primarily utilized owned media, our social media platforms, to disseminate key messages and engage with our audience. We have leveraged platforms like Facebook and Instagram Live to host sessions with leading cardiologists to foster engagement and draw attention to essential topics surrounding heart health.

Our collaboration with Mary Kom has been instrumental in extending our reach through shared media. Furthermore, events like the Shakti Conclave have provided additional visibility and endorsement for our campaign.

What innovative tactics and strategies does Lupin have in mind for the future to uphold the campaign’s vitality and relevance? What does the road ahead for Lupin and the NovaShakti Campaign look like in 2024?

In the next phase, the campaign aims to continue the momentum of helping women improve their health, thereby strengthening the backbone of society and playing a pivotal role in shaping the nation.

In 2024, several initiatives are planned to ensure the NovaShakti campaign remains vital and relevant. The Patient Access Program is a critical initiative outlined to offer women 30 days of free therapy for every three months of treatment undertaken. The program also aims to make essential therapies more accessible, encouraging women to take proactive steps toward managing their cardiovascular health. Additionally, activities to raise awareness about cholesterol screenings are being initiated, as early detection is crucial in preventing and managing heart disease. The team is initiating collaborations to increase the availability of cholesterol screenings.

In addition to the two outlined plans, we will conduct offline and online activations to reach women of different ages. Our commitment to innovation remains strong as we adapt our strategies to meet the evolving needs of our target audience.

Could you provide insights into other campaigns initiated by Lupin, aside from NovaShakti?

Humrahi, Lupin’s patient support program for Diabetes Management, has touched more than 22 lakh patients and engaged more than 21,000 HCPs through collaborative leadership. The program has been recognized for its excellence, winning awards at the Elets Healthcare Innovation Summit and IHW Patient First Awards for Excellence in Patient Support for Diabetes and Patient Centric Pharmaceutical Company in Diabetes Care.

Lupin launched the Joint Airway Initiative (JAI), Lupin’s digital asthma educator platform, provides comprehensive inhalation techniques to guide patients suffering from asthma and enable effective asthma symptom management. JAI has already enrolled over 12,000 patients in correcting their inhalation technique along with offering educational content and disease-related services, access to pulmonary physiotherapists, diet consultations and yoga workshops.

In addition, our campaign “#2getherforaHealthyHeart” underscores Lupin’s unwavering dedication to heart health. We continuously strive to develop cutting-edge solutions that improve the lives of individuals with heart conditions, demonstrating our commitment to making a tangible difference in cardiovascular healthcare.

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