With India becoming a signatory to the WTO and the product patent regime set to become a reality by 2005, home-grown pharma companies are seeking to entrench themselves in the domestic market before the free-for-all slugfest begins. And, some of these companies have aggressively begun to adopt methods used by FMCG companies to push products and build brand equity. For instance, pharma majors like Ranbaxy, Dr Reddy's Laboratories, Wockhardt and Aurobindo have been using event management techniques extensively over the last two years. "Some of the event management tools such as roadshows through patient awareness programmes, direct marketing to customers, doctors' meet, social marketing and health camps are very well patronised under the 'event management' tag," Mr Venkat Jasti, president, Bulk Drugs Manufacturers Association (BDMA), told ET. Pharma companies such as Cipla have started holding contests for doctors too. Cipla, for instance, had recently organised a brand association contest for doctors which helped the company to have a better brand recall value in doctors' minds. These activities were channelised through event management professionals, industry sources said. Natco Pharma which launched its anti-cancer drug Veenat early this year, has held health camps and undertaken drug donation programmes. The company claims to have built a relationship with more than 250 patients suffering from cancer by supplying Veenat free of cost. "The programme has found recognition and acclamation," Mr Rajeev Nannapaneni, vice-president (business development), Natco Pharma, said. Application of social marketing in event management too is happening, especially in marketing Hepatitis-B vaccines. "The social marketing techniques have helped companies like Shantha Biotech, Serum Institute of India and Wockhardt to improve their sales in the vaccine segment," industry sources said. www.dg3.dgevent.in