The attempts of Indian Drugs Manufacturers Association (IDMA) to sensitize their small scale members on the advantages of complying with Schedule M requirements seem to be bearing fruits with several of their members opting for newer models of marketing during the post-Schedule M days.

At least half a dozen companies in the Southern and Western parts of the country have entered into co-marketing after IDMA launched its SSI centric marketing seminars two years ago, S V Veeramani, Chairman, SSI Sub-Committee, and IDMA informed pharmabiz.

Speaking on the sidelines of the fifth regional conference on "marketing by small and medium enterprises" organized by IDMA here last week; Veeramani said that the future of the SSI s lies in co-operation. "Focus marketing and co-marketing are the two important areas where SSIs should concentrate on. Focus marketing will help SSIs focus on their core competence. Co-marketing helps to compliment each others' strengths in products and areas. Even in manufacturing, it's better to comply with Schedule M requirements for one particular dosage form than go for all dosage forms. If you have a Schedule M compliant tableting facility, and the partner has a licensed capsule facility, utilize one's extra capacity to produce products for the other person also" Veeramani opined.

Selection of a particular therapeutic area, regional specific marketing, online marketing, exports etc were all highlighted as the potential paths for drug SSIs.

The conference also had the presence of speakers like F X Coutinha, Director-Marketing, Indoco Remedies Ltd, Dr P V Appaji, executive director, Pharmexcil and N R Mumjal, Director, Ind-Swift Laboratories Ltd.

The event was the fifth after Chennai, Ahmedabad, Kolkatta and Mumbai. The Delhi programme was organized by the Haryana State Board of IDMA. P K Gupta, Chairman, IDMA Haryana State Board, welcomed the gathering.