Advertiser: Indian Association Of Palliative Care (IAPC)
Brand: Indian Association Of Palliative Care (IAPC)
Agency: Medulla Communications
Country: India


The Indian Association of Palliative Care (IAPC) was set up on March 16, 1994, in consultation with the World Health Organisation (WHO) and the government of India. Even though IAPC has worked hard for over 2 decades, helping to establish the infrastructure to provide palliative care, access to palliative care in India is scarily low.

The estimated number of people in need of palliative care at the end of life is 20.4 million1. In India, that number stands at 6 million2. Of these, just 1% received access to palliative care3.

Our commercial objective was, therefore, to aggressively increase the access to Palliative Care in India among terminally ill patients from the 1% access measured in 2015 (after 20 years of efforts by IAPC) to 5% by 2020 or when next measured by external sources.