Vivek Hattangadi

Excerpts from The Bible of Good Writing (Copywriters Handbook by Robert W Bly) – Brand Managers 64 Use Short Sentences Rudolf Flesch, best known for his books Why Johnny Can’t Read and The Art of Plain Talk, says the best average sentence length for business writing is 12 to 16 words. 16 to 20 words […]

The 5 Types of Intelligence – Successful Pharma Sales Management (Part 4) In the fast-paced world of pharmaceutical sales and marketing, success hinges on a multifaceted approach to intelligence. This essay highlights the importance of Acquired Intelligence, Business Intelligence, Curiosity Intelligence, Digital Intelligence, and Emotional Intelligence (AI, BI, CI, DI, and EI). By developing and

The 5 Types of Intelligence – Successful Pharma Sales Management (Part 4) In the fast-paced world of pharmaceutical sales and marketing, success hinges on a multifaceted approach to intelligence. This essay highlights the importance of Acquired Intelligence, Business Intelligence, Curiosity Intelligence, Digital Intelligence, and Emotional Intelligence (AI, BI, CI, DI, and EI). By developing and

PHARMA MARKETING IS ON THE CUSP OF A BIG CHANGE : IT’S THE BRAND ARCHITECTURE – Brand Management 55 Preamble In March 1974 when I joined the pharmaceutical industry as a Medical Representative with an MNC, Carter-Wallace Ltd. we had just nine brands Carisoma / Carisoma Compound Colimex Drops Diovol Tablets and Suspension Dimol Gravol

A Brand Manager’s Awakening in the ICU – Brand Management 56 Preamble It was Friday, 29th November 2024, at precisely 7:15 a.m. The hospital corridor felt unnaturally quiet as I lay on the stretcher, being wheeled toward the operation theatre for my cholecystectomy—the removal of my gallbladder. My mind, however, was anything but quiet. As

Putting Emotional Intelligence to Work in Pharma Sales – Sales Management 7 Introduction: Ravi, a seasoned pharmaceutical Medical Representative, always believed in memorizing medical jargon and mastering product details. Yet, despite his knowledge, doctors seemed indifferent to his pitches. One day, he observed Arjun, a colleague, effortlessly connecting with even Key Opinion Leaders. Arjun wasn’t

Leading the Team You Inherit: A Business Transformation Story – Sales Management 8 The Challenge – The Inherited Team Preamble The story of Prakash Nadkarni’s journey with Westerlund Biopharmaceuticals is one of resilience, vision, and transformational leadership. As a Group Brand Manager of the parent company, Westerlund Pharmaceuticals Prakash was handed a challenging task: to

Becoming a District Manager: Mastering Your New Role – Sales Management 9 You have now been elevated to a position of leadership and management. From now on your future achievements will depend not only on your individual capabilities but also on your effectiveness in leading and motivating your team. Leading a team of Medical Representatives

A Dose of Distinction: Building Brand Personality – Successful Pharma Brand Management 57 What is Brand Personality? A brand personality is the set of human characteristics and traits attributed to a brand that helps create an emotional connection with padocumer’s (patients as consumers and doctors as customers). It’s how a brand would walk, talk, and

Preamble Pinocchio, a wooden puppet with a nose for trouble, dreamed of becoming a real boy. But his biggest problem? A habit of stretching the truth! Every time he lied, his nose would grow, a comical consequence of his fibbing. From a cute little nose to a honking great schnozz. Pinocchio’s nose became a visual