Cadila Pharma Set To Tap The Rheumatology Segment

Cadila Pharmaceuticals Ltd. has chalked out plans to aggressively tap the rheumatology segment during the year. The Rs. 600 crore closely held company recently formed a specialty division called ‘jointech' to focus on marketing in this particular thereputic area.

“The market for rheumatology drugs is growing at a compound annual growth rate(CAGR) of 15% and we sense that this will be the therapeutic area for the future growth,” Cadila Pharma's vice president (marketing), V. Punya Kumar said. Cadila has seven brands in this segment and plans to introduce seven more this year.

The company plans to boost its market share from 4.5% in the Rs 330 crore represented market for rheumatology to 7% this year, Mr Punya Kumar said, “We will be addressing all the doctors who treat rheumatoid and different types of arthritis and we want to become top player in this niche market,” he said.

According to the industry sources, there are only about 550 doctors in India who have specialized in rheumatology treatment. “We are already meeting some of the rheumatologists which will help us get a straight entry into the market,” the executive added.

Moreover, Cadila is planning to increase its sales force of 1, 400 by around 200 this year following the creation of specialty divisions. The company which has specialty divisions for women and child care, gastroentrology, Immunology, diabetology besides ‘jointech', also plans to create one for ophthalmology this year. Cadila will add 50 sales executives in women and child healthcare, 30 in diabetology, 25 in ‘jointech' and have 22 in ophthalmology division.  

(The Economic Times, Ahmedabad)