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RURAL SERVICES MARKETING
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CHAPTER 10
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For the first time in India, a global pharmaceutical company went beyond the
traditional medical representative route by addressing the unmet health needs of
rural India, thereby dramatically improving access to medicine while at the same
time providing opportunities to expand business in an innovative and socially
responsible way. Novartis is the first pharmaceutical multinational to use a social
business model to reach India’s rural markets.
For some 800 million men, women, and children in more than 600,000 villages
across India, the idea of accessible, affordable, and high-quality medicines ...
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