Student Dissertation

Agency : TB; RNTCP; 99 DOTS; MERM; ICT; Rebrand; Repackage; Brand Names; Taglines; Tuberculosis Health Visitor; Senior Treatment Supervisor; TB Patients; Yakshma; KOCHS; RIPE; T3;

Objective : To rebrand and repackage 99 DOTS as a product Specific objectives: 1. To find out potential brand names and taglines for the product 2. To assess community view on the pack design

Background : Tuberculosis is an infectious disease which is caused by Mycobacterium Tuberculosis bacteria. It is an airborne disease and is spread when a patient sneezes or coughs. The National Tuberculosis Program was started in 1960 which was revised in 1992 and renamed Revised National Tuberculosis Control Program (RNTCP) and the WHO recommended DOTS strategy was implemented in that program. There are many barriers to patient adherence for long term therapy for a disease like TB. ICT enabled technologies like 99DOTS, Medication Event Reminder Monitor (MERM) etcetera are revolutionizing patient adherence. 99DOTS technology allows and empowers the patient to take his/her own medicine in the comfort of their household and at the same time helps in monitoring the adherence by way of a phone call. The 99DOTS packs are divided into four separate categories/sleeved packs based on the weight band. According to a person’s weight he/she has to take 2/3/4/5 pills per day and place a free call after having the specific number of tablets every day. Although the technology is known as 99DOTS, the product as a whole does not have any name as such. It has no brand identity of its own. As it is going to be rolled out in the public as well as private sector it needs to have a name that will resonate with the purpose that it is made for and be relatable to the community. ‘DOTS’ as a brand is largely associated with the public sector, so it would not be an appropriate choice when considering the private sector. Even in the public-sector DOTS is associated with added travel expenditure, time lost (opportunity cost) in treatment etc. The brand name and tagline for the product should be cross-cutting and should be acceptable to both the sectors.

Methodology : This exploratory study employs a participatory approach and seeks to find out the perceptions of the community (TB patients, Doctors, Pharmacists, District Tuberculosis Officer, Senior Treatment Supervisor, Tuberculosis Health Visitor, ASHAs, CBOs, Field Officers and Non-TB patients) in order to brand and repackage the product. IDIs and FGDs were conducted with these groups. Data analysis: Mixed methods technique was used to analyses the data obtained from the survey. Qualitative analysis was done using ATLAS Ti software and quantitative analysis was done using Excel.

Findings : The survey brought forth responses on suggestions to improve pack, name suggestions and tagline suggestions. Suggestions to improve the pack like- addition of user manual in local language, vertical pattern of dose intake, pictorial representation of number of pills to be taken on the pack, mention of the day of the week along with the dose number on the cover of the pill among many others have come from the community. Name suggestions like- 100% KOCHS, Lifeline tablets, Easy Pills, RIPE Kit and many others have come from the community along with taglines-Yakshma Sanjeevani khao, parivaar mein khushiyaan lao”, “ Pura course, surakshit zindagi”, “ Daily khao, hamesha ke liye thik ho jao”, “Cure for Sure”, “Pakka ilaaj ka pakka vaada”,“RCINOL on TB gone”, “ Nayi raah zindagi ki aur”, “Roz loge SEHAT toh acche rahoge behad”, “Smart pills for smart cure”,- Curatin- Jaldi Suraksha Behtar Suraksha, Chaar goli sehat ke liye, Swasth jeevan ke aur,“T3 khao fit ho jao” etcetera were given by the community. The name and tagline should possess the following four characteristics- it should be cross-cutting, identifiable, relatable and should preferably be in Hindi with a local language variant for the easy comprehension of common people