Diabetes Pharma Marketing
& Medical Communications India.

Diabetes — India's largest single therapeutic category by patient population

India has the second-largest diabetes patient population in the world: ~101 million adults with diagnosed diabetes, ~136 million with prediabetes (ICMR-INDIAB study, latest published estimates). This scale creates specific commercial dynamics that don't appear in other therapeutic areas: the prescriber base is fragmented across primary care GPs, internists, family physicians, diabetologists, and endocrinologists; the patient base is multilingual with varying health literacy levels; and the molecule category contains 8+ MoA classes each requiring distinct positioning.

Primary care vs specialist — the prescriber dichotomy

Approximately 70–80% of diabetes prescriptions in India originate from primary care (GPs, family physicians, internists) — but the prescribing standards are set by specialist endocrinologists and diabetologists. ICG's diabetes brand communications run on a two-track model: specialist content (KOL advisory board materials, scientific narratives based on outcome trials, MSL training content for advanced HCP queries) and primary care content (simplified detailing, common-objection handling, real-world treatment-pattern data).

The two tracks intersect at one critical point: the primary care prescriber adopts what the specialist endorses. ICG's specialist-content quality directly determines the primary care detailing efficacy.

Multilingual patient communication

Diabetes patient education content for India must work in Hindi, English, Bengali, Tamil, Telugu, Marathi, and Gujarati at minimum — with regional dialect calibration for high-volume markets. ICG's patient education programmes are built in modular form: a core scientific spine in English, with culturally and linguistically calibrated translations that preserve clinical accuracy. The translation discipline is the difference between patient education that drives behaviour change and patient education that is technically correct but unread.

Congresses and conferences — ADA, EASD, RSSDI

The diabetes scientific calendar runs through three major congresses: ADA (American Diabetes Association — typically June, US), EASD (European Association for the Study of Diabetes — typically September, EU), and RSSDI (Research Society for the Study of Diabetes in India — typically October, India). ICG's diabetes scientific writing engagements include congress-cycle planning: which manuscripts to submit when, which posters to present at which congress, and which KOL relationships to support across the calendar.

Outcome targets

(1) Primary care prescriber awareness lift — measurable via paired GP surveys. (2) Specialist KOL endorsement quality — measurable via advisory board participant feedback. (3) Patient adherence on real-world cohorts — measurable via Pharos Pulse-integrated adherence data. (4) Congress publication throughput — abstracts, posters, and oral presentations across ADA / EASD / RSSDI.