Vivek Hattangadi

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

From Concept to Icon: Successful Pharma Brand Management (Part 7) – The Birth of a Brand: How to Midwife Your Dream into Reality 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.

Medicine’s Silent Salesperson: Why Packaging Matters 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 a few examples of

From Concept to Icon: Successful Pharma Brand Management (Part 6) – The Brand Document: The Secret Weapon Every Successful Brand Wields In this article, the CEO is a generic term. It could be the owner of the firm, the entrepreneur, the managing director, the chairman or anyone . The Story Behind this Blog In 2009,