Prayas is a unique healthcare initiative, launched in India by Sanofi-Aventis, a French multinational pharmaceutical company, with the objectives of updating the medical knowledge of doctors in semi-urban and rural areas, bridging the gap between diagnosis and treatment, and making available quality medicines at affordable prices. This case discusses the evolution of the Prayas model from its inception to its current state, and the company's business strategies around it. Cognizant of the success of Prayas, many competitors of Sanofi-Aventis are actively developing and implementing similar models. The company's top management team has to respond to the competitive threat.
The authors wish to thank Dr. Shailesh Ayyangar, Managing Director, and Mr. Pratin Vete, Senior Director, Commercial Operations (Tier II & Internal Medicine), Aventis Pharma Limited (Group Sanofi-Aventis), India, for support and cooperation while writing this case. They are also grateful to Mr. Ashish Talele, Associate Director, Marketing and Business Development, Dr. Viraj Rajadhyaksha, Associate Director, Medical, Dr. Kavita Chaudhary, Senior Manager, Strategic Initiatives, and Ms. Aparna Thomas, Director, Communications, for providing useful inputs.
This case was runner-up in the EFMD Case Writing Competition in Indian Management Issues and Opportunities category and also received a special ‘Highly Commended’ mention in 2013.
Palan, H., Jaiswal, A.K., Singh, J. and Sharma, G. (2011), "Prayas by Sanofi-Aventis in India: Making Healthcare Accessible to the Bottom of the Pyramid", Indian Institute of Management Ahmedabad. https://doi.org/10.1108/CASE.IIMA.2019.000064
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