Embark on a journey of natural healing with Tuyil Pharmaceutical Industries Limited’s Benbe Herbal Mixture. In the pursuit of holistic well-being, we proudly introduce this liquid harmony meticulously crafted from the goodness of Vernonia amygdalina, Olifera Stenopetals, and pure water. Benbe stands as your liquid ally, a holistic solution for managing common ailments such as measles, chickenpox, prickly heat, and convulsions. Let nature be your guide on the path to comfort and profound well-being.
In a world where natural remedies are treasures waiting to be discovered, Benbe Herbal Mixture is a beacon of purity and efficacy. We invite you to embrace this liquid harmony, where the essence of nature meets the precision of wellness.
Elevate your holistic well-being as you sip to serenity with Benbe Herbal Mixture. Trust in Tuyil Pharmaceutical Industries Limited, where every drop is a commitment to your natural and harmonious wellness journey.
The Nurturing Essence of Benbe Herbal Elixir: A Symphony of Nature’s Wellness
Vernonia Amygdalina – Nature’s Shield
Dive into the therapeutic embrace of Benbe Herbal Mixture, where Vernonia amygdalina takes centre stage. Celebrated for its potent anti-inflammatory and antioxidant properties, this natural powerhouse becomes your shield against various skin conditions. As a key ingredient in Benbe, Vernonia amygdalina contributes to the relief of discomfort associated with measles, chickenpox, and prickly heat. Let nature’s defence work harmoniously with your body, providing comfort and solace during challenging times.
Olivera Stenopetals – Herbal Harmony
Experience herbal nourishment at its finest with Olifera stenopetals, a botanical treasure known for its rich nutritional profile. This ingredient in Benbe complements the formula with essential vitamins and minerals, forming a symphony of herbal harmony. Beyond offering holistic well-being, Olifera stenopetals support the body during convulsions, aiding in a quicker recovery. Immerse yourself in the herbal richness that promotes vitality and recovery, elevating your well-being naturally.
Pure Water – Hydration Alchemy
In the alchemy of healing, pure water plays a pivotal role in Benbe Herbal Mixture. Beyond being a mere component, it becomes the elixir of hydration for optimal healing. Fundamental to managing conditions like measles and chickenpox, hydration is crucial for supporting the body’s natural healing processes. Let the purity of water become the medium through which nature’s wisdom revitalises and replenishes, restoring balance to your body.
Why Choose Benbe Herbal Mixture?
Benbe Herbal Mixture isn’t just a remedy; it’s a symphony of holistic wellness. Embodying a comprehensive approach to well-being, Benbe addresses not only the symptoms but supports the body’s innate ability to heal. Trust in the wisdom of nature as Benbe becomes a comforting ally during challenging times, promoting a profound sense of well-being.
Gentle and Natural Assurance
Embrace relief without compromise with Benbe Herbal Mixture. Free from harsh chemicals, it offers a gentle and natural alternative suitable for all ages. Now, you and your loved ones can experience comfort without worrying about adverse reactions, allowing nature’s gentle touch to guide you on your wellness journey.
Trust in Excellence – Manufacturer’s Commitment
Crafted by Tuyil Pharmaceutical Industries Limited, a name synonymous with trust and quality, Benbe Herbal Mixture upholds the highest standards. Trust in a product backed by a commitment to excellence, where each drop encapsulates the expertise and dedication of a trusted manufacturer. Elevate your well-being with the assurance that comes from a name you can trust.
Embrace Nature’s Comfort with Benbe
Rediscover the soothing touch of nature with Benbe Herbal Mixture. Contact us to learn more about Benbe and explore our range of quality pharmaceutical products.
Note: Consult with your healthcare professional for specific guidance on managing medical conditions.
Derosa Blood Tonic is a meticulously crafted blend of Iron, Folic Acid, Vitamins, and Minerals. It is not just a supplement; it’s your key to unlocking optimal blood health and revitalizing your overall well-being. Each drop of Derosa is a testament to our unwavering commitment to elevating your vitality.
Derosa Blood Tonic is not merely a concoction of essential nutrients; it’s a symphony of elements working in harmony to rejuvenate your vitality. Crafted with precision and care, this blend is designed to go beyond conventional supplementation. It is a holistic approach to health that addresses nutritional deficiencies and enhances your body’s natural ability to thrive.
At Tuyil Pharmaceutical Industries Limited, we take pride in introducing a product that transcends the ordinary. Derosa Blood Tonic stands as a beacon of our commitment to your well-being. A potent combination of Iron, Folic Acid, Vitamins, and Minerals provides comprehensive nutrition to support your blood health, ensuring you feel energized, focused, and ready to embrace life’s challenges.
As you embark on this journey with Derosa, rest assured that each drop is a carefully measured dose of vitality. We understand the importance of optimal blood health in your overall wellness, and Derosa is our contribution to your journey toward a healthier, more vibrant you.
The Essential Ingredients for Vibrant Health: Elevating Your Well-Being
Unlock the secrets to vibrant health with Derosa Blood Tonic, a meticulously curated blend of essential nutrients designed to revitalize your vitality. Each component in Derosa plays a crucial role in promoting optimal blood health and overall well-being.
Iron – Energize Your Body
Iron stands as a cornerstone in Derosa, energizing your body by supporting the transport of oxygen through the bloodstream. As a crucial component of hemoglobin, Derosa ensures you have the iron you need for sustained energy levels, combating fatigue, and promoting overall vitality. With Derosa, you can embrace each day with renewed vigor and enthusiasm.
Folic Acid – Cellular Support
Folic Acid, a vital B-vitamin, takes center stage in providing cellular support within Derosa. Its role in the formation of red blood cells is paramount for optimal blood cell production. Derosa’s inclusion of Folic Acid contributes to the maintenance of a healthy cardiovascular system, ensuring that your body functions at its peak.
Vitamins – Comprehensive Nutrition
Derosa Blood Tonic offers more than just individual vitamins; it provides a rich blend of Vitamin B1, B2, B3, B6, B12, C, and E. This comprehensive mix serves as a powerhouse of nutrients, supporting various bodily functions. From energy metabolism to immune health, Derosa’s vitamins provide a holistic approach to comprehensive nutrition, ensuring your body thrives on every level.
Minerals – Bone and Blood Support
Essential minerals such as Zinc and Copper within Derosa contribute to the overall health of your bones and aid in the formation of red blood cells. This unique synergy ensures a holistic approach to your well-being. Derosa doesn’t just focus on one aspect; it addresses bone health and blood support simultaneously, enhancing your body’s resilience and vitality.
Elevate your well-being with Derosa Blood Tonic, where every drop is carefully crafted to infuse your body with the vitality it deserves. Trust in Tuyil Pharmaceutical Industries Limited, where your health is our priority, and Derosa stands as a testament to our commitment to your holistic well-being.
Why Embrace Derosa Blood Tonic?
Holistic Blood Support for Vitality
Derosa Blood Tonic isn’t just a supplement; it’s a holistic elixir designed to provide comprehensive blood support. Beyond merely addressing nutritional deficiencies, Derosa is a tonic that nourishes your body from within, supporting your blood’s vital functions. Embrace a wellness solution that goes beyond the surface, promoting a deep sense of vitality and resilience.
Trust in Excellence – Manufactured by Tuyil Pharmaceutical Industries Limited
Choose Derosa Blood Tonic with confidence, knowing that it comes from the reputable stables of Tuyil Pharmaceutical Industries Limited. Our name is synonymous with quality and trust in the pharmaceutical industry. Derosa upholds the highest standards, providing you with a reliable solution for your blood health. Trust isn’t just earned; it’s a legacy, and Tuyil Pharmaceutical Industries Limited has built that legacy with unwavering commitment.
Liquid Gold for Your Health – Easy-to-Use Liquid Form
Experience the benefits of Derosa Blood Tonic quickly and effortlessly with its easy-to-use liquid form. Designed for rapid absorption, each drop ensures that your body receives vital nutrients efficiently. No need to struggle with pills or tablets; Derosa’s liquid form makes it a convenient addition to your daily routine. Its palatable taste turns your daily wellness routine into a moment of indulgence, making your journey to optimal blood health a delightful one.
Elevate your blood health with Derosa Blood Tonic, where holistic support, trust in manufacturing excellence, and user-friendly convenience converge to redefine your wellness journey. Trust Tuyil Pharmaceutical Industries Limited, and let Derosa be your companion in achieving a vibrant and resilient life.
Rejuvenate Your Health with Derosa Blood Tonic
Experience the synergy of Iron, Folic Acid, Vitamins, and Minerals working harmoniously to enhance your vitality. Choose Derosa Blood Tonic for a holistic approach to blood health. Contact us to learn more about Derosa and explore our range of premium health products.
Note: Consult with your healthcare professional before starting any new supplement regimen, especially if you have pre-existing health conditions or are pregnant.
Embark on a journey to respiratory well-being with the introduction of Codolin Expectorant Syrup by Tuyil Pharmaceutical Industries Limited. This isn’t just a syrup; it’s a meticulously crafted solution designed to be your ultimate remedy for the relief of coughs and nasal congestion. With precision as our guiding principle, this 100ml syrup stands as your reliable go-to, offering a soothing embrace for your respiratory system.
Crafted for comfort: Coughs
Dual-Action Precision: Codolin Expectorant Syrup is more than just a remedy; it’s a testament to precision in respiratory care. The dual-action formula is a result of meticulous crafting, addressing both coughs and nasal congestion with pinpoint accuracy. Experience a level of comfort that goes beyond ordinary relief and is tailored to meet your respiratory needs with precision.
Excellence in Formulation: At Tuyil Pharmaceutical Industries Limited, excellence is not a goal; it’s a standard. Codolin is a manifestation of this commitment to excellence, with each drop of the 100ml syrup representing a carefully formulated solution. Your respiratory comfort is our priority, and Codolin stands as the embodiment of our dedication to crafting products of the highest quality.
Soothing Support: Your respiratory system deserves more than just relief; it deserves a soothing embrace. Codolin Expectorant Syrup is designed to be your comforting companion in the pursuit of well-being. Feel the soothing effect as Codolin alleviates coughs and congestion, providing relief and the gentle care that your respiratory system craves.
The Dynamic Duo: Cough Relief and Nasal Decongestion
Cough Relief: Codolin Expectorant Syrup employs a proven blend of ingredients that work synergistically to alleviate coughs. Its cough-suppressant properties provide relief from persistent coughing, allowing you to breathe freely and comfortably.
Nasal Decongestion: Bid farewell to nasal discomfort with Codolin’s effective nasal decongestant properties. It works to clear nasal passages, reduce congestion, and restore easy breathing. Say goodbye to the frustration of blocked airways with each dose of Codolin.
Why Codolin Expectorant Syrup?
Precision in Relief: Codolin Expectorant Syrup is not just a cough syrup; it’s a precision solution designed for targeted relief. With a dual-action formula meticulously crafted to address both coughs and nasal congestion, Codolin provides comprehensive respiratory support. Each dose is a step towards precise comfort, ensuring you can breathe easily with every inhalation.
Elevated Trust in Quality: Your respiratory health deserves the best, and Codolin Expectorant Syrup delivers just that. Manufactured by Tuyil Pharmaceutical Industries Limited, a name revered for its commitment to quality and excellence, Codolin adheres to stringent manufacturing standards. Trust in a brand synonymous with reliability, and let Codolin be your unwavering partner in the journey to respiratory wellness.
Rapid Relief, No Compromise: In the face of respiratory discomfort, time is of the essence. Codolin’s fast-acting formula is engineered for prompt relief. Say goodbye to the lingering discomfort of coughs and congestion, as Codolin ensures that relief is not just effective but also swift. Reclaim your day without the hindrance of respiratory woes, thanks to Codolin’s commitment to a fast-acting and uncompromising formula.
Discover the relief you deserve with Codolin Expectorant Syrup. Contact us to learn more about Codolin and explore our range of quality pharmaceutical products
In the journey towards optimal health, maintaining the right balance of essential nutrients is paramount. Introducing Bunto Blood Tonic – a potent blend of Iron, B12, B Complex, and Zinc meticulously crafted to elevate your vitality and ensure your well-being. Dive into the world of comprehensive nutrition with Bunto, where each sip brings you closer to a healthier, more energized you.
The Power-Packed Formula
Iron: It Fuel Your Energy Iron is a vital component for the production of haemoglobin, the oxygen-carrying molecule in red blood cells. Bunto Blood Tonic ensures you have the iron you need to combat fatigue and keep your energy levels soaring.
B12: It Supports the Nervous System B12 plays a crucial role in the health of your nervous system. Bunto Blood Tonic’s inclusion of B12 ensures that your body has the support it needs for optimal nerve function, helping you stay sharp and focused.
B Complex: Your holistic wellness The B Complex in Bunto Blood Tonic comprises essential B vitamins such as B1, B2, B3, B5, B6, and B9. This comprehensive blend promotes overall well-being, supporting everything from metabolism to immune function.
Zinc: Overall Immune Booster Zinc is a key player in fortifying your immune system. Bunto Blood Tonic’s addition of zinc ensures that your body has the support it needs to fend off illnesses and maintain robust immune health.
Why Choose Bunto Blood Tonic?
Comprehensive Nutrition: Bunto Blood Tonic offers a complete package of essential nutrients, addressing multiple aspects of your health. Say goodbye to the hassle of managing individual supplements – Bunto simplifies your routine with its all-in-one solution.
Delicious and Easy to Consume: Enjoying the benefits of a blood tonic has never been this delicious. Bunto Blood Tonic’s pleasant taste makes it easy to incorporate into your daily routine. The 300ml bottle is convenient for at-home use or on-the-go refreshment.
Trusted Quality: Manufactured with precision and care, Bunto Blood Tonic is committed to the highest quality standards. Trust in a product that puts your health first, with each batch tested for purity and potency.
Elevate Your Health with Bunto Blood Tonic
Experience the synergy of Iron, B12, B Complex, and Zinc working in harmony to enhance your vitality. Choose Bunto Blood Tonic for a holistic approach to health and well-being. Contact us to learn more about Bunto Blood Tonic and explore our range of premium health products.
Note: Consult with your healthcare professional before starting any new supplement regimen, especially if you have pre-existing health conditions or are pregnant.
In the relentless hustle and bustle of our daily lives, pain and fever often strike without warning, disrupting our routine and hindering productivity. Tuyil Pharmaceutical Industries Limited presents Deska Tablets, a powerful combination of Paracetamol, Ibuprofen, and Caffeine, designed to provide effective relief from pain and fever. Discover how Deska Tablets can be your go-to solution for aches, pains, and fevers, enabling you to seize the day with vitality.
The Triple Power Formula
Paracetamol: Known for its exceptional fever-reducing and pain-relieving properties, Paracetamol is a staple in the fight against discomfort. Deska Tablets harness the potential of Paracetamol to bring swift relief from fever and various types of pain, ensuring that you can resume your activities without being held back.
Ibuprofen: Ibuprofen, a nonsteroidal anti-inflammatory drug (NSAID), is a key player in alleviating inflammation and reducing pain. Deska Tablets’ inclusion of Ibuprofen enhances its effectiveness in tackling both the symptoms and the underlying causes of pain, making it a comprehensive solution for various discomforts.
Caffeine: The addition of Caffeine to Deska Tablets is not just about providing a pick-me-up. Caffeine acts as a synergistic agent, enhancing the efficacy of Paracetamol and Ibuprofen. It not only aids in faster absorption but also contributes to increased alertness, helping you stay active and focused throughout the day.
Why Deska Tablets?
Comprehensive Relief: Deska Tablets offer a holistic approach to pain and fever relief. The combination of Paracetamol, Ibuprofen, and Caffeine ensures that you experience swift and thorough relief, addressing a wide spectrum of symptoms.
Trusted Manufacturer: Manufactured by Tuyil Pharmaceutical Industries Limited, a reputable and trusted name in the pharmaceutical industry, Deska Tablets adheres to the highest quality standards. Our commitment to excellence guarantees that you receive a product you can rely on for consistent and effective results.
Convenient Packaging: Designed for your convenience, Deska Tablets come in easy-to-carry blister packs, making them your reliable companion wherever you go. Whether at home, at work, or on the go, relief is just a tablet away.
Embrace Relief with Deska Tablets
Don’t let pain and fever disrupt your daily life. Embrace relief with Deska Tablets – the triple power formula that delivers effective and fast-acting results. Trust Tuyil Pharmaceutical Industries Limited for your well-being. Visit our website at www.tuyilpharms.com to learn more about Deska Tablets and explore our range of quality pharmaceutical products.
Note: Deska Tablets should be used as directed. Consult your healthcare professional if you have any concerns or pre-existing conditions.
Consumers have access to more healthcare information than ever. Here’s how pharmaceutical companies can better understand the way people make decisions about their care.
Consider the following: a 25-year-old, healthy male notices he is developing itchy, scaly patches of skin. He has not experienced anything similar before, so he goes online to do some research. Soon, he finds photos and descriptions that seem to match his symptoms and decides he has psoriasis. He pores over content in patient forums and reads strong views on which medications work best. He then makes a doctor’s appointment, and when the physician prescribes a typical ointment, he asks to be prescribed an injectable biologic instead, even though the physician feels his case is mild and is unsure his insurance company will reimburse the biologic.
Most—if not all—physicians practicing today in an outpatient setting have had similar experiences. We live in a world in which people naturally turn to their smartphones to look for price comparisons while shopping for electronics. It is similarly natural for them to seek information about their health the same way. One in twenty Google searches is now for health-related information
For the pharmaceutical industry, this presents a challenge. The traditional commercial approach based on mass-media advertising, hefty sales forces, ready access to physicians, and relatively uninformed patients is falling short. In particular, companies are failing to engage with patients in the early stages, when they look for information about symptoms. For example, a recent YouTube search for “psoriasis” produced among its top 100 results not a single branded video made by a pharmaceutical company. The first two videos had close to 500,000 views each. To connect with patients when they are looking for answers, pharma companies need to design a new approach based on an understanding of patients’ experiences and how they make decisions.
The healthcare decision journey, or CareFlow
Most pharmaceutical marketers are familiar with the concept of conducting market research to create a “sales funnel” as a guide for marketing programs, where patients move in stages from product awareness to product purchase. Often, these use a linear or sequential logic to represent patient behavior. In the retail industry, that linear journey has been augmented in recent years by the consumer decision journey (CDJ), which recognizes that in a world where consumers are empowered by information, the process involved in making a purchase is much more iterative (for more, see the article which revealed the concept, “The consumer decision journey,” McKinsey Quarterly, June 2009).
For pharma companies seeking to understand how consumers make healthcare decisions, the CDJ is enlightening. We now see consumers undertaking what we call a CareFlow (exhibit). A CareFlow maps a patient’s journey from the first awareness of a problem to treatment, examining the factors guiding their decisions at each stage. These insights enable pharma marketers to engage with patients in ways that feel natural and personal. That may mean providing information to help an important choice to be made, supporting the execution of that choice, or simply empathizing. For while the moment a prescription is filled at the pharmacy is the “success event” commercially, it’s just one of many points of influence in the CareFlow, alongside patients’ own research, their consultations with others, considerations of the cost of treatment, scheduling of appointments, responses to side effects, or remembering to take medications. Some may be far more important than the fulfilling of the prescription, such as the moment before the first time the patient self-injects a biologic (or the moment before the second time, when the patient remembers how much the first injection hurt). Every point in the CareFlow is potentially a vital point of interaction; by understanding it, the marketer can understand the relative importance of points and (re)allocate investment and attention accordingly
The CareFlow also vividly illustrates the considerable branching and looping that can happen within each of the five stages of a typical patient journey. The first group of instances relates to a patient’s recognition of a problem (what we call the external trigger). The second is the process the patient goes through to gather information. The third represents the patient beginning to evaluate treatment options (which can be iterative). The fourth is the beginning of treatment. And the fifth is the ongoing treatment. Patient behaviors and experiences at each point differ by disease, and even by the patient, of course, so the CareFlow has to be disease-specific. For example, a CareFlow analysis of a sample of psoriasis patients in the United States found that 58 percent had requested a specific brand of medication from their physician in the past year. This is twice as high as would be expected in the general patient population and illustrates the importance of communicating with certain segments of psoriasis patients before they visit a physician.
A CareFlow for depression built from a survey of more than 1,200 patients revealed how long it took for them to seek care. Although a diagnosis for depression can be made after 2 weeks of symptoms, 71 percent of respondents took more than a month to receive a diagnosis after first sensing something was wrong, and 38 percent took more than six months. The time lag represents an opportunity for pharma companies to accelerate the patient path to care. The CareFlow also revealed how better management of patients’ expectations—perhaps before as well as when they visit a physician—could improve adherence to treatment. Although the literature suggests that changes may be considered after 2 to 4 weeks of treatment, it also states that antidepressants can take 6 to 12 weeks to take full effect; providers typically wait this extended period before making a determination of a medication’s effectiveness.<a “=”” class=”link-footnote” rel=”#footnote2″ role=”tooltip” tabindex=”0″ aria-label=”Open tooltip”>2 The survey, however, showed that 18 percent of prescribed medications were discontinued in less than one month and, in these cases, 52 percent cited perceived lack of efficacy as a reason.
CareFlows can be constructed using surveys of patients and physicians, and analysis of the data available on social media and from web-engine search trends, for example. Pharmacy claims, electronic medical records, and consumer data can also help build a comprehensive and more quantitative view of the patient flow. Data sets can include factors directly related to specific health conditions, as well as demographics, consumer behavior, and communications preferences. Lack of data will not be an issue.
CareFlows are an important new concept for helping pharma companies play a meaningful role in the decisions patients and healthcare providers make about care, ensuring their marketing tactics and offers are targeted, dynamic, and effective. Once companies are committed to understanding them, the next imperative is to reshape their commercial approach accordingly—something that is likely to require a reallocation of marketing focus and investment. In a digital world, they will be a crucial element of any successful commercial strategy.
Amid the country’s downturn, should companies still be looking here for growth? Yes—and we can learn five lessons from players getting it right today.
Five years ago, Nigeria’s strong economic growth sparked a burst of enthusiasm about opportunities in its pharmaceutical market. Yet capturing that promise has proved harder than expected, with many multinationals struggling to find a recipe for success. More recently, the economic downturn has cast an altogether different light on the industry’s prospects. But Nigeria still offers attractive opportunities for companies with realistic expectations and the ability to tailor creative strategies to the Nigerian context and local patient journeys.
As leaders have learned in the past few years, growth must be earned, not taken for granted. To capture Nigeria’s potential, they need to take a long view, weather economic headwinds, and overcome structural obstacles. To tap into pockets of growth and to improve patients’ access to medicines, they should conduct a granular analysis by city, therapeutic area (TA), and channel, and develop innovative offerings that drive penetration in the growing middle class. They need to get closer to healthcare providers, build skills at handling complex sales-and-distribution networks, and invest in local talent.
Putting growth in perspective
As Africa’s largest economy, most highly populated country, and biggest consumer market, Nigeria has been hailed as the next frontier for pharma after South Africa and the hotspots of Northern Africa. But its recent slide into recession has made some companies wonder whether robust growth is still attainable. In July 2016, the International Monetary Fund cut Nigeria’s GDP growth forecast to –1.8 percent, the lowest since 1987. Yet despite the worsening economic outlook, we believe the prospects for pharma remain sound.
As more people join the ranks of the middle classes, household consumption is expected to grow by $94 billion over the next ten years. As out-of-pocket spending accounts for the bulk of healthcare expenditure, growth in consumption should translate into higher healthcare spending. Meanwhile, the rise in noncommunicable diseases (such as diabetes and heart disease) presents opportunities for pharma companies to position themselves as long-term partners to the government by providing access to much-needed medicines. Our analysis indicates that the value of the Nigerian pharma market could rise by as much as 9 percent a year over the next ten years to reach $3.6 billion by 2026 (exhibit), making it as large as the South African market today. Over the same period, Nigeria could contribute between $1.9 billion and $2.2 billion to pharma sales growth, 55 percent of it from prescription drugs.
However, Nigeria is a complex market, and companies will need to address short-term economic setbacks and deep-rooted structural challenges before they can take advantage of growth in the longer term.
Diagnosing healthcare in Nigeria: Persistent symptoms to address
Pharma companies seeking to capture opportunities in Nigeria will need to develop local solutions to three obstacles to market access.
Healthcare infrastructure is not fully developed
Nigeria’s healthcare infrastructure varies considerably between cities and rural areas, and between public and private provision. Overall, the country lacks the medical facilities, equipment, and capabilities it needs to tackle the considerable healthcare challenges it faces. For example, its ratio of 0.9 hospital beds per 1,000 people is less than half the global average of 2.3, and its 0.07 intensive-care beds per 100,000 people is a fraction of Kenya’s 0.3. Because of this lack of infrastructure, an estimated 5,000 patients a month travel abroad for healthcare, with 60 percent needing treatment in cardiology, musculoskeletal, hematology, or oncology. This medical tourism—much of it to India and South Africa—cost more than $1 billion in 2013.1
Healthcare financing is a barrier to market access
Healthcare spending in Nigeria is predominantly a private affair, with out-of-pocket spending accounting for 70 percent of total health expenditure in 2015, compared with just 7 percent in South Africa, for example. Private health insurance accounts for about 5 percent of this expenditure, compared with 45 percent in South Africa, while the government’s contribution is an estimated 25 percent, little more than a third of the 72 percent average for countries in the Organisation for Economic Co-operation and Development. As a result, patients face high out-of-pocket costs, and affordability is an issue for all but the richest, with less than 5 percent of households able to cover the full cost of ethical drugs through out-of-pocket spending or private health insurance. Making matters worse, distribution, wholesale, and retail markups can be very high: a drug’s manufacturing price can double or triple by the time it reaches patients.
Counterfeits and parallel imports compete with registered drugs
In Nigeria’s predominantly informal distribution and retail networks, counterfeit and parallel medicines are often difficult to distinguish from the genuine article. Estimates suggest that informal retail accounts for more than three-quarters of the value of the pharma market, and parallel imports for up to half of drugs sold in some TAs. Several generics companies that have no commercial activities registered in Nigeria still have statin variants that are widely distributed and sold there, for instance. “The competition is beyond fierce and highly fragmented. You always have to be on your toes,” one local executive warned.
Five lessons for pharma companies pursuing opportunities in Nigeria
Drawing on our experience of supporting companies with market entry in this and other African markets, we have identified five lessons that should inform any pharma strategy in Nigeria:
Focus first on cities and then on commercially attractive districts
As their share of consumption increases, cities are becoming ever more important as sources of growth. Forty-five percent of consumption is concentrated in the top five Nigerian cities, and per capita spending in big cities can reach almost twice the national average. Cities are important for another reason too: their superior logistics, infrastructure, and healthcare capabilities make them an engine for structural changes in Nigeria’s health system. A targeted approach to major cities and urban districts will be a necessary condition for commercial success and will involve developing a grassroots view of local potential using household purchasing power as the metric. For instance, among the ten commercial centers and 20 local government areas in Lagos, attractive areas could include Eti-Osa, Ojo, and Surulere, which have the highest number of upper-class households with annual incomes above $70,000.
Create a granular view of the opportunity by TA and channel
Drilling down into opportunities at the level of TAs and sales-and-marketing channels enables a company to make smart choices about where to allocate resources. Many multinationals are realizing that their traditional model—using a clinical sales force to serve hospitals and account managers to serve government tenders and large accounts—is not well suited to overcoming barriers in patient access and infrastructure. An approach geared to specific products, channels, and healthcare providers is likely to prove more effective. Companies also need a product portfolio that meets the contrasting needs of affluent patients, who face a growing burden of noncommunicable illnesses such as heart disease, and poorer patients, who disproportionately suffer from infectious diseases such as typhoid. In addition, market-entry strategies need to be tailored to the roles played by the main healthcare providers. For instance, some multinationals have overemphasized detailing in hospitals while underserving retailers, which can represent more than 70 percent of revenues in major TAs such as cardiovascular and musculoskeletal. To strike the right balance, companies need a detailed knowledge of the stakeholders and dynamics that shape the most attractive TAs across the private, public, and donor markets.
Understand the reality of patient journeys for priority TAs
Traditional market-entry models are unlikely to prove effective against the hurdles presented by awareness, access to primary healthcare, generics substitution by retail pharmacists, and product availability and affordability in Nigeria. Multinationals should instead study local patient journeys and develop bespoke solutions. Take the patient journey for hypertension in Lagos, for example. More than four-fifths of patients are unaware of their condition, while among the one-fifth with a diagnosis, fewer than half regularly check their blood pressure. Two-thirds of patients visit a retail pharmacist rather than a medical professional as their first port of call, but three-quarters of Lagos’s retail pharmacies and proprietary and patent medicine vendors are unregistered and are often staffed by technicians lacking the knowledge, skills, and tools for effective diagnosis. Hypertension is frequently misdiagnosed as typhoid or malaria, with serious consequences for patients. Multinationals entering this TA could start by carrying out focused detailing with retail pharmacists, providing blood-pressure kits, training staff in diagnostic methods, and hosting screening sessions in priority cities.
Improve ability to handle sales-and-distribution networks
One of the difficulties multinationals face in penetrating Nigeria’s retail pharmacy and hospital networks is their limited influence over sales and distribution. Products are imported and distributed through two main distributors, which are licensed to sell only to registered pharmacies, hospitals, and other institutions. However, just 4,500 out of 80,000 retailers are registered pharmacies, and more than 70 percent of revenue potential lies in unregistered and informal outlets served by some 200 wholesalers. Nimble companies could try to capture a first-mover opportunity by identifying the wholesalers with the largest distribution shares in target territories, partnering with them, and establishing clear trade terms. These should include stringent metrics for compliance and performance; well-defined priorities for markets, TAs, channels, and customers; attractive financial and nonfinancial incentives; and adequate marketing resources. Such steps could help companies extend their reach in underserved cities, TAs, and customer segments.
Build a strong local leadership team
To succeed in Nigeria, companies need a committed leadership team with a country head who has deep knowledge of both industry and local context. Novartis, and Sanofi have hired seasoned African country leads to run their Nigeria operations. Once leaders are in place, they need dedicated investment budgets, autonomy to make routine day-to-day decisions, and local support for critical functions such as marketing and finance. Local talent is available, but in high demand. For broad middle-management skills, companies will find themselves competing for talent against other rising sectors such as telecommunications, so a creative approach and a compelling people proposition will be essential. Specialist regulatory, pharmacy, medical, and commercial skills will be harder to come by, so companies should research global and local talent markets and consider less obvious candidates who cost less to hire but need extensive training and development. Leading multinationals attract local talent by promoting a meritocratic culture with global career tracks, investing in diversity, building trusting local relationships, and offering globally competitive financial packages. Nigeria’s top executives come from the world’s leading universities and expect their compensation to match their experience and aspirations.
What to do next: Developing a successful commercial model
As pharma leaders revisit their commercial models and devise innovative entry strategies for Nigeria, they can ensure they cover all the bases by addressing ten questions:
Aspiration setting. What is our ambition, given our global priorities and the conditions in Nigeria?
Geographic focus. Which cities and districts should we prioritize?
Health providers. Who are the key buyers, and how much value do they drive?
Product portfolio. Which TAs are the most attractive to target, given our products and pipeline?
Patient journey. How can we address the pain points that limit patient access to healthcare and medicines in each disease area?
Route to market. What sales-and-distribution model would best open up our path to the patient?
Innovative partnerships. What are the big ideas and stakeholder partnerships that will drive step-change growth?
Business case. What sales growth and returns can we expect from our investment?
Organization and talent. What organization and skill gaps exist, and how can we fill them rapidly?
Road map. What tactical levers can we pull to capture quick wins, and what key performance indicators, targets, and milestones should we use to measure success?
Nigeria still offers exciting growth opportunities for multinational pharma companies, but short-term success is by no means assured. Gaining market share requires a clear grasp of city potential, government context, distributor landscape, and healthcare providers. Those companies that master local dynamics and devise bespoke solutions will be best placed to develop winning strategies.
Although I was born in the UK, I attended secondary school and university in Nigeria, as my family moved to Nigeria when I was young.
I got into pharmacy because I loved chemistry. I came across the profession when I was about 13, before hearing about clinical pharmacy, which was in its infancy in the US – and not even known about in Nigeria. So, I decided I would become a clinical pharmacist. But to do that, I had to move to the UK as I realized that I wouldn’t be able to achieve my dream of being a clinical pharmacist as the pharmacy wasn’t, and still isn’t, practiced in the same way in Nigeria.
In those days, pharmacy technicians were not regulated in the UK. In addition, then, as of now, there was a shortage. I easily gained worked as a locum pharmacy technician in various London hospitals, but the role was considerably underdeveloped then, although clearly a vital one. The concept of medicines management or ward-based pharmacy technicians did not exist. We were also definitely second-class citizens, after pharmacists. Even though I had regular work and had no dependents, money was very tight as I was saving up to pay for my conversion course and associated living expenses. After an interview at the Royal Pharmaceutical Society, and a review of my university transcript, I was allowed to enroll in the overseas conversion course, which was then only available in Sunderland as a year-long residential course. For someone who had moved from Nigeria to multicultural London, living in the North-East in the 1980s was certainly a culture shock. There was a big divide between the university and its students, and the local community at that time, so I had a significant socio-political learning curve. Black students were advised not to walk around the town alone at night and physical assaults were not unknown. As a black student in Sunderland, there was no chance of getting a part-time job, so I was always broke. Although the practice of pharmacy was different, the academic knowledge from my Nigerian pharmacy degree was the same, which gave me a great grounding for my studies.
I completed my pre-registration training year at Greenwich Hospital in London, helped very much by my pharmacy technician training. I remember being congratulated by my tutor on my excellent Controlled Drug dispensing and documentation skills! The pre-registration examination had not been invented when I registered in 1989, so we had just had to achieve the competencies. On receiving my registration certificate, I was struck that my registration number was very different from my colleagues, being shorter and preceded by ‘F’. I have never found out what the ‘F’ stands for, but possibly: foreign? This will always mark me out as ‘other’ – although the only element that is different is that I have a pharmacy degree from another country. I think this practice has now stopped, but it is just one example of the embedded discrimination that we overseas pharmacists regularly encountered.
Changing the image of pharmacy
There is still an issue in academia with a lack of diversity and representation, not that it is limited to the pharmacy. Pharmacy is not particularly different to any other healthcare professional. If you are in an industry where you have to climb the ladder to be successful, you are disadvantaged if you’re black. When I first moved back to the UK, I didn’t see senior black people working as lecturers or in practice. I did meet some black pharmacists in London, but they were either in community practice or they remained in very junior roles in the hospital, certainly not in senior leadership roles. That has changed, but it remains a struggle. There are black pharmacist student associations across the country, that are doing impressive work. But at a strategic level, the Pharmacy Schools Council needs to be radical about appropriate representation. We need to ensure that, if you run a pharmacy course, students see themselves reflected in the lecturer workforce. If you do not have that diverse representation, we have to ask, ‘how can we put that into practice?’ Senior black pharmacists are often asked to give talks to pharmacy students, but if, as a university, you don’t have any senior black lecturers, then you need to go and get them or develop them.
It’s vital that diversity of culture and ethnicity, which helps with diversity of thought and the removal of systemic barriers, is seen as normal business.
Healthcare costs are rising worldwide, due to the combination of an aging population, increasing burden of chronic diseases, technological advances, the prevalence of medication errors, and increasing yearly spending of medicines, often attributed to polypharmacy and medical waste. In 2019/20, the NHS spent £20.9 billion on medicines – this was the second-highest area of spending in the NHS, after staffing costs. The increased cost of medicines has intensified the pressure on NHS organizations to identify and implement cost-control measures as a means to establish and maintain the financial sustainability of the NHS.
The bridge between Clinical Commissioning Groups (CCGs) and Medicine Optimisation (MO) is formed by the requirements for CCGs to commission the right services to improve the lives of those living within their local population. CCGs are required to ensure that services and pathways in which medicines are used to deliver cost-effective use of resources, reduce risks associated with medicines use, and improve the health, safety, and wellbeing of the population.
My day-to-day role
As a Medicines Optimisation pharmacist, working within Devon CCG, my main aim is to utilize the principles of medicine optimization – getting the right medicine to the right person at the right time – to ensure the best possible health outcomes from appropriate investment in medicines. The optimization of medicines not only produces savings for the NHS but can also be used to have greater beneficial impacts to our social and healthcare system, such as:
Supporting the Climate Change Agenda, by reviewing our formulary to support prescribing of Dry Powder Inhalers over Pressurised Metered Dose Inhalers in asthma and COPD.
Tackling polypharmacy and medicine waste by providing clinical support to care homes.
Addressing health inequalities by working collaboratively with healthcare providers such as mental health, drug, and alcohol addiction services, and pain management specialists, to reduce prescribing of drugs associated with dependence and withdrawal.
Reducing GP workload by supporting the implementation of national and local medicines management initiatives such as electronic prescribing, repeat dispensing, Pharmacy First scheme, and GP Community Pharmacist Consultation Service (CPCS).
Working closely in a multidisciplinary team to reduce the prevalence of medicines-related safety incidents that often contribute to poorer health outcomes and patient experience, prolonged and expensive hospital admissions, and increased GP and emergency department visits.
Reviewing variance in local and national prescribing data, to drive changes in prescribing behaviors and encourage high-quality, safe, evidence-based prescribing.
The impact of COVID-19
However, like many, the pandemic has altered my usual day-to-day role, and I have had to adapt both the ways in which I work and the work activities I now undertake. I have felt privileged to be able to play such an important role in supporting and coordinating the NHS response to the COVID-19 pandemic. Over the past 22 months, I have been involved in the following activities:
Trained and worked as a dilutor for vaccination sites, and housebound patients
Providing clinical support to care homes in Devon
Delivering legal, clinical, and pharmaceutical advice to COVID vaccination service providers
Visiting non-NHS sites to complete site assurance and reviewing virtual assurances of sites to ensure vaccine integrity is maintained
Interpreting the latest national and local guidance and providing updates to vaccination sites and internal colleagues
Reviewing and organizing the transfers of COVID vaccines between sites in Devon in order to increase vaccine uptake
Liaising with Regional Vaccine Operations Centre (RVOC) and/or Immunisation Clinical Advice Response Service (iCARS) regarding vaccine-related queries, where appropriate
In summary, the MO team has a significant role in supporting the CCG to ensure that appropriate investment in medicines leads to improved health outcomes and patients’ experiences with their medicine. However, the landscape of the CCG is changing, and its functions and staff will soon become absorbed into the Integrated Care System (ICS) NHS body. There is also the possibility that some of the commissioning responsibilities of NHS England will be passed down to ICSs. This exciting change in the way NHS commissions services could mean that the MO team will have the opportunity to further stretch and challenge our current roles and responsibilities