India’s biotech industry emerging as world innovator, collaborator, competitor

A Canadian research paper submitted a few days back is reporting that India’s biotech industry is all set to emerge as a major global player buiding on cost efficiencies, innovation, and collaboration according to this interesting article.
The research points out standard stuff you would expect: for example, how Shantha Biotechnics of Hyderabad uses innovative and efficient manufacturing processes to produce a Hep-B vaccine at $0.50. This used to cost $15 earlier.

But it also points out other aspects that are more interesting. For example, the existence Indian “contract research organizations” which do specific research for and under the guidance of major western companies. Or that the Serum Institute of India in Pune supplies products to 138 different countries and claims to immunize half of the world’s children against several diseases.

But the paper also points out the danger that the Indian companies will focus too much on the lucrative western markets and neglect local illnesses and issues for which there is a pressing need to develop effective drugs locally. Historically, Indian companies have been the principal providers of vaccines and medicines for the major local killers like malaria and tuberculosis. And if these companies start producing Viagra, who will cater to the TB patients?

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How does your customer feel?

Marketing Guru Seth Godin has this insightful post on the difference between what your product does, and how it makes your customer feel.

He point out:

Did you do an analysis of the outcomes of his treatments along a wide range of patients and compare those outcomes to similar doctors in the same community?

Or was it based on his bedside manner or even how polite his receptionist was?

And what about the accounting firm or law firm or personal trainer you were talking about the other day?

Is it possible that people recommend a Mac so often because of things that having nothing to do with a side-by-side analysis of the speed of data entry in Word?

Given two or more choices between competing products which are all roughly equally competent, word-of-mouth will favor the product which makes the customer feel better.

Then comes the kicker:

How’s this for a 98% rule: By a factor of three, what you do is not nearly as important as how it makes people feel.

If you buy that, then the question is this: why do you spend almost all your time on the wrong thing?

How to be a great audience

Marketing guru Seth Godin has a nice article on how a good audience can bring the best out of a speaker or performer. Too many people go passively, falling into the trap of just waiting for information to be poured into their heads. But a good, active audience gets more from the presenter – more energy, more focussed answers, and more generally, form better relationships.

The next time someone says, “any questions,” ask one. Just ask.

The next time you see a play that is truly outstanding, lead the standing ovation at the end.

The next time you have an itch to send an email to a political blogger or post a comment or do a trackback, do it. Make it a habit.

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