Azaz Motiwala

Founder & CMD

The pharmaceutical industry has experienced a par­adigm shift in consumer behavior over the past de­cade. Previously, patients relied solely on healthcare professionals for medical advice. Whereas today, a signifi­cant portion of patients turn to online research before con­sulting a doctor. This change necessitates a new approach to pharmaceutical marketing—one that Pune-based Amura Marketing Technologies is uniquely equipped to provide.

As a full-stack MarTech firm, Amura goes beyond conventional marketing approaches by leveraging data-centric strategies and cutting-edge technology to revolutionize how businesses, especially in the pharmaceutical sector, engage with their audiences. Unlike traditional agencies, its approach encompasses the entire marketing spectrum, from market analysis and strategy formulation to execution and analytics. This holistic perspective ensures that every decision is backed by data, providing clients with robust, insightful, and actionable marketing strategies.

Journey from Pune to managing Global Brands

Amura began its journey in the real estate sector, leveraging digital platforms and data-centric methodologies to enhance marketing effectiveness. The company developed its own CRM system, evolving into an end-to-end solution that streamlined real estate marketing processes. This innovative approach laid the foundation for the firm’s expansion into other sectors, with pharmaceutical marketing becoming a significant focus.

Over the past decade, Amura has honed its expertise in pharmaceutical marketing, understanding the nuanced consumer behaviors and regulatory landscapes unique to the industry. This journey of innovation and adaptation has seen the company grow from its base in Pune to serving clients across India, the Middle East, and the US.

Transforming Pharma Marketing

Pharmaceutical marketing is fraught with challenges, from regulatory compliance to effectively reaching target audiences. Amura distinguishes itself by its deep understanding of these complexities. Amura’s team possesses extensive knowledge of all guidelines like Drugs and Cosmetics Act, 1940, Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954, Indian Medical Council (Professional Conduct, Etiquette, and Ethics) Regulations, 2002, Pharmaceutical Marketing Code (Uniform Code of Pharmaceutical Marketing Practices - UCPMP), Advertising Standards Council of India (ASCI), Information Technology (Reasonable Security Practices and Procedures and Sensitive Personal Data or Information) Rules, 2011, National Health Portal Guidelines, Competition Act, 2002, Telemedicine Practice Guidelines (2020) and International Regulations (if applicable). This expertise enables them to navigate the regulatory landscape adeptly, ensuring that all marketing efforts are both effective and compliant.

Amura’s expertise in understanding and analyzing consumer behavior allows it to create tailored marketing strategies that resonate with today's informed and proactive patients. By studying how patients search for information and interact with digital content, the company helps clients not only engage potential customers but also comply with stringent regulatory requirements like HIPAA.

“We also recognize that marketing pharmaceuticals is not just about promoting a product but understanding the entire ecosystem—how healthcare providers (HCPs), key opinion leaders (KOLs), and patients interact”, mentions Mr. Vikram Kotnis - Founder & Managing Director at Amura.

The company’s strategies incorporate digital PR, targeted content marketing, and engagement campaigns that address the unique behaviors and needs of each stakeholder group.

Full-stack Approach

Amura’s unique selling proposition lies in its full-stack approach. The company begins with comprehensive market research, utilizing AI-driven tools to gather and analyze data from various sources. This data forms the foundation of the marketing strategies, ensuring that every tactic is grounded in solid insights.

Amura’s technological arsenal includes advanced analytics platforms, AI-backed frameworks, and custom-built solutions like its proprietary CRM. These tools enable the company to create highly targeted campaigns that drive measurable results. “For instance, our AI framework integrates data from Google Analytics, industry reports, and other sources to generate precise insights, facilitating informed decision-making. This helps in predicting market trends, understanding consumer preferences, leading to more effective and efficient campaigns”, explains Vikram.

Client engagement at Amura starts long before onboarding. The company conducts thorough research to identify the specific challenges and gaps their clients face. This proactive approach ensures that from the outset, there is a clear understanding of expectations and a strategic plan in place to address any issues. Post-onboarding, the firm maintains transparent communication with regular updates and insights, fostering a collaborative relationship. This client-centric approach has been pivotal in the company’s expansion from a local firm in Pune to a global player.

Vertical Integration within the Pharma Sector

Since its inception, Amura has consistently expanded its expertise and geographical reach. Starting with real estate, the company now boasts a decade of specialized experience in pharmaceutical marketing. Looking ahead, the company aims to deepen its penetration into the US market and expand further into the APAC region.

Besides expanding its geographical reach, Amura envisions a more profound vertical integration within the pharmaceutical sector. By continuing to build niche expertise and leveraging full-stack MarTech solutions, the company aims to become the go-to partner for pharmaceutical companies seeking effective marketing strategies. “Our goal is to onboard more large and medium-sized pharma companies across the globe, leveraging our proven expertise to drive growth and innovation in the sector”, states Riddhi. With deep industry knowledge, advanced MarTech solutions, and a comprehensive, data-driven approach, Amura is set to redefine how pharmaceutical companies connect with their audiences in the digital age.