How Paracetamol brands are capitalising on the Covid situation

Ever since Covid-19 hit the world no one was sure what was the right medication that was required to cure the virus infection. During the pandemic, one of the most commonly used and basic drug administered was Paracetamol to control the fever and pain. The demand for Paracetamol continued as that medicine was required to be taken after one got vaccinated in case one had fever or pain. Paracetamol 500 mg was always a crowded market with multiple brands being sold in pharmacies. Brands such as Crocin, Metacin and Calpol have been very popular across the country. In recent months another brand, Dolo 650, gained popularity and was prescribed extensively by doctors when one contracted Covid. The 650 mg paracetamol was able to provide relief from both pain and fever as compared to the 500 mg Paracetamol.

Normally, pharma brands are very careful when it comes to promoting their brands as self-medication is not advisable. Also, the Indian Medical Council has strict guidelines when it comes to promoting non-OTC products to the masses. Once you start promoting a certain brand of pharma product, then the doctors invariably stop prescribing those medicines. But the Indian medical rules are so weak and loosely structured that scheduled drugs are easily dispensed by the chemists’ outlets when you go and ask for the desired brand or medicine. On the other hand, the US and European nations have strict regulations to check this.

Covid and Omicron have given a huge boost to the pharma industry and many brands, especially basic drugs like Paracetamol, have started to aggressively promote their brands. Crocin, which is normally available in 500 mg, has launched their 650 mg version following Dolo 650’s success through the print media. Their new ad campaign talks about the 650 mg, which has the power to start working in 5 minutes, supported by some advanced formulation and has a model dressed as a doctor endorsing the brand. Crocin as a brand has advertised several of their variants such as Crocin Cold & Flu etc. in the past across media to reach out to their audience.

Noticing the demand of 650 mg Crocin brand is putting its best foot forward to make some inroads as Covid is not going to disappear so soon. The advantage of Crocin as a brand is its deep penetration and widespread distribution and reach with both the chemists and the doctors. While on the other hand Dolo 650 has leveraged the social media to the maximum and Dolo 650 has been trending on social media platforms with netizens commenting on the effectiveness of the tablet. Reportedly, Dolo 650 is part of the COVID-19 medical kit that every family should keep ready, along with Montek LC, Azithromycin 500 mg, Vitamin C and Zincovit tablets. According to Business Today, Dolo 650 grew at a rapid pace to become the most prescribedmedicine during the Covid-19 pandemic.Despite its popularity, it is important to note that overusing paracetamol can be harmful for health. While over-the-counter drugs like Dolo 650 can be bought without a doctor’s prescription, it is recommended that they are taken in consultation with a physician only.

Will investing in mass media and trying to reach a large audience will help Crocin to tap the market ? We have to wait and watch as what will Dolo 650 plan to counter the Crocin campaign as the need for paracetamol will continue to exist.  One caneven expect more new brandsto join the bandwagon to tap this market which is huge and growing after the pandemic.