Vivek Hattangadi

From Concept to Icon: Successful Pharma Brand Management (Part 14) –Why AQ, BQ, CQ, DQ, EQ Trump IQ Alone As an avid reader at the British Library, a few years back before the Covid era, I was reading an interesting topic in a magazine on psychology and had made notes.  I was trying to understand […]

From Concept to Icon: Successful Brand Management (Part 11) – The Non-Negotiable Ingredient in Every Brand Plan: Critical Thinking Why is critical thinking the non-negotiable ingredient in a brand plan? In this essay, I delve into this question through five meticulously crafted sections. My journey into the realm of critical thinking began with the wisdom

From Concept to Icon: Successful Pharma Brand Management (Part 10) – ”The Unpublished David Ogilvy”:  A Pharma Brand Manager’s Copywriting Blueprint Ready to crack the code of advertising greatness?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

Disagreement and Dissent: The Fuel of Innovation 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 this pervasive issue? It

Unlocking Hidden Brilliance: The Managerial Pygmalion Principle 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

From Concept to Icon: Successful Pharma Brand Management (Part 9) – Ready to Float on Cloud Nine? These 9 Secrets Will Launch Your Pharma Brand to Eternity 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

From Concept to Icon: Successful Pharma Brand Management (Part 13) – Montgomery’s One-Page War Plan and One-Page Executive Summary of Pharma Brand Plan 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

The Pharma CEO’s New Playbook: H2H Marketing in the Biologics and Biosimilars Landscape 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 Bangladesh. Human-to-Human (H2H) Marketing

Beyond Traditional Marketing: The Go-To-Patient Strategy for Brand Success 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 approach involves direct communication with

From Concept to Icon: Successful Pharma Brand Management (Part 8) – Defying Market Monotony: Launching a Brand That Truly Stands Out 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