Diabetes Awareness Campaign of Pharmatec Pakistan

Author

Ehsn Ahmed SuriFollow
Muhammad Abdullah NasirFollow
Muhammad Ameer HamzaFollow
Umm E Laila AbbasFollow

Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Yaseen Ahmed Meenai, Lecturer, Department of Mathematical Sciences

Project Coordinator (External)

Dr. Shahida Qaisar, Group Chief Executive Officer, Pharmatec Pakistan (Pvt.) Ltd.

Client

Pharmatec Pakistan

Committee Member 1

Yaseen Ahmed Meenai

Committee Member 2

Dr. Adnan Ahmed, Reviewer, Visiting Faculty, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Keywords

HbA1c, Autonomy Competence Relatedness, Self Determination Theory

Abstract / Summary

The business reports propose a diabetes awareness campaign to Pharmatec Pakistan Limited, a local pharmaceutical company. The campaign is set to be launched for November 2024, November is being celebrated as the diabetes awareness month worldwide. The report studies various health and medical including diabetes awareness campaigns launched previously. The campaign was communicated by Pharmatec to be a segment of the broader brand awareness and marketing campaign. The campaign is innovative and unique from traditional pharmaceutical marketing campaigns. It employs 360-degree marketing, whereby the company utilizes all of the available mediums, organizes different unique techniques such as tournaments and generates awareness. The company is exploring avenues to connect with its customers on an emotional level. The campaign tries to generate this emotional connection that is close to its customers and what they care for. The campaign uses principles of social marketing to meet the requirements of pharmaceutical marketing in Pakistan. The objective is not limited to monetary gain but also to generate positive impact in society by addressing the behavioural issues that lead to the problem. Diabetes is increasing in Pakistan, and it is having detrimental effects in communities and in the country as a whole. A sedentary lifestyle and the quality of food intake are amplifying the problem. To better understand the awareness levels of diabetes research techniques are used in the report including Survey, In-depth interview, Focus group and available secondary research. The research also gathered feedback from the initial designs made for the campaign. The feedback was used to improve and build upon the designs. The findings gave the time when people are most active on social media. It was noted that respondents are most active from 6 PM to 12 AM. This insight helped design the social media campaign and digital marketing campaign. The professions which relate to the medical industry are more aware of the disease. An improvement in the lifestyle can bring about lower risk of diabetes but also improve chances against other related diseases. The research also found that younger respondents are comparatively less informed about the disease than the older respondents. The campaign aims to generate diabetes awareness among younger audiences by creating content which is educational and engaging for younger people. This improves the chances of foundational behavioural developments to improve x lifestyle. The campaign has a broader goal of playing its part in reducing health care costs, lifting some of the burden from the country’s GDP. A sound mind in a sound body helps create positive impact in society.

Recommended Citation

Suri, E., Nasir, M., Hamza, M., & Abbas, U. (2024). Diabetes Awareness Campaign of Pharmatec Pakistan (Unpublished graduate research project). Institute of Business Administration, Karachi, Pakistan, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/320