Vivek Hattangadi

”The Unpublished David Ogilvy”:  A Pharma Brand Manager’s Copywriting Blueprint – Brand Management Part 32 Ready to crack the code of advertising greatness? Let’s step into the mind of David Ogilvy, the man who transformed industries with words. I’m about to share some of his most guarded secrets, straight from Unpublished Work. This isn’t just […]

Disagreement and Dissent: The Fuel of Innovation – Brand Management 33 In the bustling corridors of corporate offices in Mumbai, Delhi, Hyderabad, Ahmedabad and Dhaka, a common dilemma often plagues brand managers, field sales managers, and occasionally even executive directors and CEOs. This predicament, though frequently encountered, remains a source of considerable anxiety. What is

Preamble Years ago, while reading Harvard Business Review’s “10 Must Read” series, I come across a truly remarkable article titled “Pygmalion in Management” by J. Sterling Livingston. Revisiting it this morning, I was surprised to discover it was published exactly fifty-five years back, in July-August 1969, coinciding with humanity’s giant leap onto the moon. Intrigued

Ready to Float on Cloud Nine? These 9 Secrets Will Launch Your Pharma Brand to Eternity – Successful Brand Management 34 Pharma brand building is a complex process. Success depends on the brand manager’s ability to explore fresh avenues and to sustain its competitive advantages of her brand. I am sharing with you nine tips

Montgomery’s One-Page War Plan and One-Page Executive Summary of Pharma Brand Plan – Pharma Brand Management 35 Prepare to be amazed as we delve into an essay that uncovers the surprising lessons pharma marketers can glean from a World War II real story. While writing this essay, I have sourced this story from the British

The Pharma CEO’s New Playbook: H2H Marketing in the Biologics and Biosimilars Landscape – Brand Management 36 The coming decades in healthcare promise a dramatic shift. Biological products and biosimilars are poised to revolutionize chronic disease management, ushering in a new era of breakthroughs. This necessitates a paradigm shift in pharmaceutical marketing across India and

Beyond Traditional Marketing: Think of the Patient for Brand Success – Brand Management 37 A Go-To-Patient (GTP) Strategy in pharmaceutical marketing prioritizes building connections with the end users of your prescription medication. For example, imagine a prescription drug named Brandex. A GTP strategy would target patients who us Brandex after getting a doctor’s prescription. This

Defying Market Monotony: Launching a Brand That Truly Stands Out – Brand Management 38 The Story Behind the Problem Statement The Indian pharmaceutical market is saturated with over 150 brands of ferrous ascorbate – many virtually indistinguishable brands. Segmentation, Targeting, And Positioning strategies across these brands exhibit striking sameness and similarities. Communication messages echo one

The Birth of a Brand: How to Midwife Your Dream into Reality – Brand Management 39 A successful product launch hinges on effectively differentiating your offering as unique. Strong branding fosters a perception in the minds of prescribers and patients that there is no substitute for your product. This differentiation can stem from various factors,

Medicine’s Silent Salesperson: Why Packaging Matters – Brand Management 102 In the competitive world of over-the-counter (OTC) medicinal products, packaging plays a crucial role that extends far beyond mere containment and protection. Well-designed packaging serves as a silent salesperson, conveying important information, building brand trust, ensuring safety, and ultimately influencing consumer purchasing decisions. Here are