Innovative Strategies for Expanding Access to Life Saving Healthcare Solutions

In an exclusive conversation with India Pharma Outlook, Shweta Rai, managing director of India and country division head of South Asia of Bayer Pharmaceuticals, discussed how tiered pricing improves access to life-saving medications in low-income countries. She also explores the role of partnerships, telehealth, and digital solutions in enhancing healthcare access in underserved communities. With over 22 years of experience in the pharmaceutical and medical device sectors, she has a proven track record in leading high-performance teams and driving innovation. Her expertise spans diverse therapeutic areas, including cardiology, diabetes, and immunology. A recognized industry leader, she has received accolades such as the 'SIESCOMS Women Achiever Award.

How does a global tiered pricing strategy address the urgent need for equitable access to life-saving medications in low-income countries while ensuring innovation remains financially viable for pharmaceutical companies?

Tiered pricing strategies are vital for making medications accessible. Our tiered pricing strategy balances affordability with investment in innovation, ensuring life-saving medications are available at reasonable costs. Recently, we launched our innovative brands in India within 15 to 18 months of their global introduction, adopting a local tiered pricing approach for enhanced access. This commitment to accessible pricing enables more patients to benefit from vital therapies. For instance, in India, Bayer launched Kerendia at one-fifteenth and Verquvo at one-twentieth of the US price. This approach ensures equitable access while supporting innovation.

Tiered pricing also fosters partnerships with governments and NGOs, embedding treatments within public healthcare systems. Such collaborations enhance the distribution of crucial therapies, especially in underserved areas. We ensure that patients can access innovative treatments regardless of their location or financial situation.

How can co-marketing and licensing partnerships be leveraged to ensure personalized medicine and innovative therapies reach underserved populations that might be excluded due to cost or distribution challenges?

Collaborative partnerships redefine how pharmaceutical companies deliver therapies. We have partnered with local companies to enhance access to innovative treatments. These collaborations allow us to leverage local marketing expertise and networks, broadening the reach of vital medications. For example, partnerships with companies like Dr. Reddy’s and Sun Pharma enable Bayer to distribute key therapies, such as vericiguat and finerenone, efficiently across India.

This model empowers local companies, enabling them to benefit from Bayer’s insights into quality and compliance. Additionally, such partnerships create pathways for addressing healthcare disparities by making therapies accessible to underserved populations, esp. in rural areas.

How are patient support programs evolving with telehealth and digital solutions, and what impact do you see on reducing access barriers for marginalized communities?

Digital technologies are transforming patient support programs, and Bayer harnesses telehealth to enhance patient engagement and outcomes. Our telehealth centers connect patients with healthcare professionals through digital platforms, ensuring timely consultations and therapies for conditions like heavy menstrual bleeding and endometriosis, especially in remote areas where patients often face significant barriers to healthcare. This rise of digital health technologies is improving access and engagement through telemedicine and mobile health applications.

Patients can engage with healthcare providers from home, improving adherence to treatment plans. For example, our Nu-Life and Nu-Life Circle of Care programs for Nubequa offer reduced-cost access to drug and integrative oncology services for prostate cancer patients, addressing emotional, physical, and nutritional well-being through virtual counseling.

Bayer’s focus on technology in patient support aligns with our mission to democratize healthcare access. We aim for innovative solutions that ensure quality care reaches all patients, regardless of their circumstances. This integration of technology creates a sustainable model for patient support, addressing both current and future healthcare challenges.

Which specific healthcare access disparities have emerged as the most pressing, and how is your organization innovating to tackle these challenges?

Access to healthcare in India faces significant disparities, particularly the rural-urban divide and gender inequalities. Rural communities often experience limited access to essential health services due to geographical barriers and a lack of infrastructure. Additionally, women frequently encounter distinct challenges in obtaining care, which are exacerbated by societal norms and economic constraints. Bayer actively addresses these disparities through its initiatives, such as the ‘Phygital’ telemedicine centers and the BayerforHer program.

The ‘Phygital’ program enhances healthcare access by combining digital and in-person services, bringing essential care directly to underserved districts. These centers provide primary care consultations and chronic disease management, effectively bridging the gap in healthcare access. By collaborating with local healthcare providers and community health workers, we ensure that services are tailored to the unique needs of these populations. This hybrid model not only increases access but also enhances health literacy within communities.

BayerforHer focuses on empowering women through education. The platform addresses issues such as reproductive health, menstrual health, and awareness of conditions like endometriosis.

How can the success metrics be defined for tiered pricing and partnerships to reflect improvements in health equity among diverse populations, beyond just financial performance?

Defining success in healthcare access requires a sustained focus on patient outcomes by prioritizing metrics that emphasize health impact. For instance, tracking treatment adherence and patient-reported outcomes provides insight into the effectiveness of initiatives.

What innovative approaches do you envision for expanding access to essential healthcare and how might this reshape healthcare distribution in underserved areas?

Bayer has partnerships to further advance our company’s Global Sustainability Development Goal (SDG). One of them is our partnership with the Family Planning Association of India (FPAI) which aims to build sustainable care delivery models. We have also aligned with the United Nations Family Planning Association (UNFPA) to promote youth education on family planning through innovative solutions such as chatbots that connect young individuals with healthcare providers. This collaboration extends to our engagement with Population Services International (PSI), emphasizing informed decision-making for young people regarding their sexual and reproductive health.

Additionally, we are collaborating with the Ipas Development Foundation (IDF) on a project called – Access To Medicines. The project will undertake training and outreach initiatives to increase access to contraception. It will include building capacities among health service providers with clinical and counseling skills. 

Bayer’s Oncology Sustainability Initiative is another example of our commitment to sustainability and access. We have collaborated with local institutions, such as NCI-AIIMS, to enhance cancer screening and early diagnosis. This initiative not only improves healthcare access and enhances community health outcomes.

Furthermore, the engagement with the Family Planning Association of India (FPAI) and the United Nations Family Planning Association (UNFPA) aims to establish sustainable family planning models that cater to women's reproductive health needs across the nation.