In recent years, self-care awareness has surged in India, driven by the need for accessible healthcare solutions and an increasing focus on preventive health. A recent NITI Aayog survey underscores this growing trend, highlighting how more people are taking control of their health through self-management and preventive care practices. In an exclusive interaction with BW Healthcare World, Sandeep Verma, Country Head for India, Bangladesh, and Sri Lanka at Bayer Consumer Health Division, shared insights on how Bayer is uniquely positioned to address this rising interest in self-care and the company's strategic plans for the Indian market.
Addressing the Rise in Self-Care Awareness
Reflecting on the survey's findings, Verma emphasised the importance of self-care in today's healthcare landscape. He noted, "Self-care is imperative today for three major reasons: it empowers people by providing easy access to credible healthcare for manageable issues, enhances the quality of life as people live longer, and frees up primary healthcare infrastructure to focus on those who need it most."
Verma highlighted that Bayer Consumer Health's vision is to make self-care a reality for billions worldwide by offering convenient, safe, and effective science-backed solutions. "We aim to expand access to everyday health solutions across both urban and rural markets and reach over 100 million consumers in India by 2027," he stated.
Bayer's approach in India includes a value-driven ecosystem that meets evolving consumer needs. Verma elaborated, "In India, we are present across all major self-care categories, including pain management, nutrition, dermatology, and anti-allergy, with a strong portfolio of brands like Saridon, Supradyn, Alaspan, and Canestan. Our goal is to leverage our portfolio in both urban and rural markets with a focus on enhancing accessibility, crafting new products, and raising awareness of self-care."
Engaging Consumers Through Digital Health
The digital health revolution offers vast potential for improving self-care, and Bayer is at the forefront of this transformation. Verma explained, "Access to self-care across India can be greatly enhanced through technology, especially given the increased penetration of mobile phones. We combine technical expertise with our in-depth understanding of the consumer journey to encourage people to practice self-care."
One notable initiative is the Saridon Aarampur project, which uses a unique voice-based AI solution to provide health information via an Interactive Voice Response (IVR) platform. "This initiative offers callers pain relief solutions and entertainment. We are currently piloting it in two small towns in UP, and since its launch in November 2022, it has received over 30,000 calls with an average of two minutes spent per caller," Verma shared.
Bayer also employs AI-based smile detection gamifications for Saridon, weather-based targeting for Canesten, and influencer-led campaigns for Supradyn. "These strategies help us engage consumers in an impactful way," Verma noted.
A Holistic Approach to Well-Being
Bayer's approach to consumer health extends beyond pills and vitamins, encompassing a holistic view of well-being that includes mental health and personalised care plans. "We believe in the WHO definition of self-care, which emphasizes the ability of individuals, families, and communities to promote and maintain their health. Our approach includes leveraging digital tools such as apps, health trackers, and AI platforms to empower individuals to manage their health," Verma said.
The Saridon Aarampur initiative exemplifies this holistic approach by providing solutions for stress and stress-related headaches through humour, financial management, relationship advice, and internet basics. "Our goal is to create an ecosystem that addresses health concerns and promotes responsible self-care, thereby alleviating the burden on healthcare systems," Verma explained.
Future Advancements in Self-Care and Digital Health
Looking ahead, Verma outlined several exciting advancements in the self-care and digital health landscape that Bayer is preparing to integrate into the Indian market. These include voice-activated health assistants for underserved consumers, health gamification strategies, comprehensive digital health platforms, and personalised wellness plans.
"Voice-activated assistants can provide health information and reminders, making it easier for individuals to manage their health. Gamification strategies can make self-care more engaging and fun, motivating users to achieve their health goals. Comprehensive digital health platforms can offer a seamless and holistic health management experience. Personalised wellness plans can lead to more effective dietary and lifestyle recommendations tailored to individual needs," Verma said.
Strategic Positioning in India's Self-Care Market
Bayer Consumer Health is strategically positioning itself to become a leader in India's burgeoning self-care market. "The mission that drives us at Bayer is 'Health for all, Hunger for none.' We are redefining self-care to include conversations around pain management and achieving 100 per cent nutrition through diet and supplementation," Verma stated.
He added, "We are constantly listening to consumer shifts and introducing or reintroducing products based on surveys and studies that help us understand what consumers need the most. Our brands have been introduced on the back of such insights to ensure we address sensitivity issues, allergies, or nutritional gaps effectively."
Collaborations and Partnerships
To expand its reach and offerings, Bayer Consumer Health is exploring partnerships with local players and startups. "We work with a lot of partners across the industry to enhance our reach and coverage, ensuring that we get the best of local experience and expertise. We are a proudly 100 per cent Make in India company and work with some of the best local manufacturers and research organizations to deliver high-quality products," Verma highlighted.
Bayer has also signed a collaboration with reach52, a tech-based social enterprise, to deliver nutrition education for community health workers and residents. "We are constantly exploring collaborations to advance better health and ensure reliable self-care information across all demographics," Verma concluded.
