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Purpose Clinical Trials to Combat Covid-19 (CTCC) case study had been developed on a National Stock Exchange (NSE) listedIndian pharmaceutical company. The main intention to develop this case study was to understand how the research anddevelopment (R&D) and innovative activities were being performed during crisis period to combat Covid-19. Design / Methodology / ApproachThe study period to develop this case was May 2020 to June 2020. Published official reports and press releases wereconsidered for the study. Basic arithmetic and statistics had been incorporated for data driven analysis and interpretation. Microsoft Excel (most updated version) had been used for econometrics analysis and visual representation. Content AnalysisTechnique had been adopted to draw appropriate information, insights, and inferences. Trendline Analysis of the shareprice had been performed with the help of Y = mx + c regression equation with a univariate variable. FindingsClinical trial endeavor being rendered by the sample company subsequently made enable to obtain approval from theregulatory body (DGCI), which impacted share price increase by 9% and this increment was supported by R Square value1 (100%) followed by the increment value of 29.64x (where x was independent variable). There was a linear upwardtrend observed. It had been found that the company became 1st in India to initiate clinical trial to combat Covid-19 ontwo specific drugs Favipiravir and Umifenovir. The company's clinical trial study dubbed 'FAITH trial' would involve 158hospitalized patients in India who had moderate symptoms of coronavirus infection. Leadership during the crisis periodhad also been observed with the dedicated activities of the R&D team of the company. At last, it had been found that thecompany is extremely optimistic and confident with their dedicated and painstaking efforts to provide the answer of theunknown through their innovative activities and serve the nation as well as the entire world with innovative healthcaresolution to combat Covid-19 and finally the company would eagerly wait for those days to come. [ABSTRACT FROM AUTHOR]

The aim of our study is to investigate how innovation is taking place through different research and development (R&D) activities and to establish a link between innovation and business sustainability in the context of Indian pharmaceutical companies. Our study is based on the secondary data. Sample data of 37 Indian pharmaceutical companies listed on the National Stock Exchange have been used based on the stratified sampling technique. For empirical analysis we have performed descriptive statistics, correlation matrix, and panel regression analysis as statistical techniques with the help of STATA 12.0 statistical package. R 2 value can predict 100 and 98.20% variability in return on assets (ROA) and return on equity (ROE) in model 1 and model 2, respectively. In model 1, the value of c2 is 1.48 and its corresponding p value is 0.00 (<0.05) which means that the model is a good fit for interpretation. R&D intensity is having a positive effect on ROA and the effect is statistically significant at 1% level. Advertising and marketing intensity, capital intensity, leverage ratio and operating expenditure to the total assets ratio are having positive effect on ROA but the effect is not statistically significant. In model 2, the value of F statistics is 8025.62 and its corresponding p value is 0.00 which is <0.05. It means that the model is a good fit for study. R&D intensity is having a positive effect on ROE and the effect is statistically significant at 1% level. Advertising and marketing intensity, capital intensity and operating expenditure to the total assets ratio have positive effect on ROE and the effect is statistically significant at 1% level. Leverage ratio is having a negative effect on ROE but the effect is statically significant at 10% level. [ABSTRACT FROM AUTHOR]

The Indian pharmaceutical' market is third largest in terms of volume and thirteen largest in terms of value, as per a pharmaceuticals sector analysis report by equity master. The market is dominated majorly by branded generics which constitute nearly 70 to 80 per cent of the market. Considered to be a highly fragmented industry, consolidation has increasingly become an important feature of the Indian pharmaceutical market. India has achieved an eminent global position in pharma sector. Country also has a huge pool of scientists and engineers who have the potential to take the industry to a very high level. Indian pharmaceutical industry is estimated to grow at 20 per cent compound annual growth rate (CAGR) over the next five years, as per India Ratings, a Fitch Group company. Indian pharmaceutical manufacturing facilities registered with US Food and Drug Administration (FDA) as on March 2014 was the highest at 523 for any country outside the US. In Indian Pharmaceutical Industry detailing has always been an integral part of doctors' communication for over the last three to four decades. All the Health Care Providers (HCPs) are struggling to manage their time schedule, the print communication gets poor attention with hardly 5-10% of the total message delivered at time. Many a times, the doctor says that he has seen the medical representative over and over again and asks the sales representative to just name the brand and/or leave samples and move on. All the cumulative hard work of the brand manager, marketing manager and the sales representative goes for a toss when the doctor does that. A major complaint of the field people, including managers, is that they cannot talk beyond the brand name and one or two points; just because they had a bad experience with the doctor not being receptive or not allowing them to speak more and the same has become a common phenomenon. With the advent of technology, video content, graphics, motion and interactivity, and newer digital tools are challenging this visual aid and redefining communication. This version of detailing adds an 'e' of electronic to it, making it completely different from the current mode of communication, where the electronic detailing aid is used by the medical representatives in person-to-person call. In this paper the researcher has given his endeavour to identify the key factors influencing adoption of e-detailing as a Pharmaceutical Marketing Communication by incorporating the views of Health Care Providers (HCPs) of India. [ABSTRACT FROM AUTHOR]