Monitoring the health of Tobraneg; ELI Lilly Ranbaxy Ltd.

Abstract

In the study to monitor the health of the brand Tobraneg, I have endeavoured to assess the level of awareness and the pattern of usage of the drug among the -must call" doctors on the company' s list. A structured questionnaire was used to find the type of indications when Tobraneg is used pathogens is it used. The extent and against which of recall of the attributes from the company's promotional campaign was also noted. The short-term strategy of Eli-Lilly should be to increase the level of awareness and promote Tobraneg as a first line Drug. Also, the doctors perceive Tobraneg as "Amika's Sister", thus it does not occupy a special position in the doctor's mind. The main suggestions are to amalgamate the competitive strength (Marketing Services) with the 'Lilly' name to push the product. Further the microbiologists need to be cultivated to get the labs to test sensitivity of Tobraneg regularly.