Novartis

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CaseControl

Ivanova Veronika Kotlyarova Elena Dadaev Alexandr Chihachev Victor

CUP RUSSIA 2013 CaseControl

Summary

Executive summary

Strategy Extension Cooperation Advertisement

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SOURCES:

Management

Public awareness

Advertisement

New partners

SMS for Life is Novartis initiative that saves millions of people in Africa. That is why it extremely important to find additional ways of financing , supporting and

extending this project.

Cooperation within Novartis

InitiativesStarting SMS-based charity program

Strengthening position on emerging markets

Cooperation with world FCMG and Pharmaceutical leaders

Implementing inside opportunities

Commercialization of SMS for Life

Extension of SMS for Life will require additional financing of the project.

Summary

Significance of SMS for Life as a project of Novartis’ corporate responsibility will increase. It will require costs reduction and involvement of new partners.


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SOURCES: World malaria report 2011, Novartis annual report 2012

Management

Number of malaria deaths is still extremely high but WHO plans to resolve this problem by 2015

Provision of Coartem to public sector without profit costs Novartis 281.7 USD million and it helped almost 100 million patients with

malaria. The number of patients reached by Coartem is the largest within the company’s free healthcare programs. SMS for Life

optimizes supply chain of Coartem

81% of malaria cases and deaths occur in the African region. The WHO’s target on eliminating malaria deaths in Sub-Saharan Africa can be reached only by achieving and sustaining universal access

to treatment and preventive measures.

8% of Novartis consumers are reached through access to corporate responsibility programs

Extension of SMS for Life will render Coartem delivery program more effective. It will support Novartis’ corporate responsibilityDemand on ACT is expected to grow.

Charity fund Cooperation with new partners Cooperation within Novartis

Share of patients reached by Novartis products

Summary

SMS for Life should be launched in Benin and Uganda.


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SOURCES:

Management

Kenya

Uganda• 31 million live in areas of high

transmission of malaria• Shortage of Coartem Yellow and

Coartem Blue. Kids are cured by Quinin after that they become disabled.

• GeographicaIly close to Kenya and Tanzania

• Coartem is already delivered to Uganda by Novartis

Launching SMS for Life in 1225 centers of medical facilities in

Uganda

Continue SMS For Life program

Democratic Republic of Congo• Shortage of Amoxicillin

Adding Amoxicillin to SMS report

• Shortage of syringes and surgical gloves

• Shortage of Amoxicillin

Tanzania

Adding Amoxicillin, surgical gloves and syringes to SMS

report

CameroonContinue SMS For Life program

GhanaContinue SMS For Life program

Benin• The entire population

lives in areas of high transmission of malaria

• Government carried out several successful healthcare programs

Launching SMS for Life in Benin

Countries where SMS for Life operatesProspective countries

Promotion of SMS-based charities in the top charity giving countries will raise public awareness of the given situation and thus assist in raising the required funds.

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SOURCES: UNESCO

Raising funds through SMS-based charity programs in developed countriesTypes of SMS charity promotion: TV campaign (preferably staring prominent anti-malaria supporter David Beckham)Adverts in public transportViral Youtube video campaign Local newspapers

as a preferable partner

Promotion of SMS-based charities in the top charity giving countries will raise public awareness of the given situation and thus assist in raising the required funds.

Primary audience of Novartis products in Africa is urban population.

SMS for Life

They save our lives

• 75% of population of Africa live in poverty. • Rural population is 87% not literate.

Installation of billboards and posters in pharmacies and hospitals in big towns is the

best way of advertisement

Business

Novartis