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The Next Pharma Frontier Isn’t Another Country. It’s India! Brand Management 157 Lead Author – Shailaja Dwivedi Pathak, with Vivek Hattangadi For Pharma India, some of our most important emerging markets are not emerging countries. They are the emerging markets within India; Tier 3, Tier 4, small towns and rural India.” “Can we build the […]

Is Your Best Business Decision Hiding in Your Data? Brand Management 156 Lead Author – Shailaja Dwivedi Pathak, with Vivek HattangadiThis is a very powerful topic. It moves the discussion from technology to leadership.A pharmaceutical company does not suffer from a shortage of decisions.It suffers from the quality and speed of some of those decisions.Every

AI Can Do More Than Cut Costs. Can It Find Your Next ₹100 Crore? Brand Management 155 Lead Author – Shailaja Dwivedi Pathak, with Vivek Hattangadi I would begin with a simple question: Can AI increase sales, or can it actually create growth? The difference matters. Increasing sales productivity means doing the same work better.

Your Data Is Connected. Is Your Sales Force? Brand Management 154 Lead Author – Shailaja Dwivedi Pathak, with Vivek Hattangadi The problem isn’t necessarily lack of data. Marketing has data. Sales has data. Medical has data. Distribution has data. Finance has data. But if these remain in silos, the organisation may have information without intelligence.

Measuring Sales Impact Beyond Activity – Brand Management 153 Lead Author – Shailaja Dwivedi Pathak, with Vivek Hattangadi If a Medical Representative makes twelve calls today, what have we actually achieved? Most pharma dashboards still focus on activity. They track calls made, doctors covered, calls per day, samples and gifts given, visual aids used, digital

From the Medical Representative with a Bag to the Medical Representative with an Intelligence Engine. Brand Management 152 Lead Author – Shailaja Dwivedi Pathak, with Vivek Hattangadi Preamble Peter Drucker first used the term “Knowledge Worker” in 1959, in his seminal boo book Landmarks of Tomorrow. He used it to describe a new kind of

The Story of How the Mnemonic of “The Thinking Olympics™” Took Birth! It was during the afternoon coffee break of our first module on “The Thinking Olympics. ™” I was sipping my coffee. Shailaja came to me excitedly and almost shouted, “Eureka, Baba! I have discovered something that will excite you too…” As it happens

WHAT HAPPENS WHEN AI STARTS DOING MORE… AND HUMANS ARE EXPECTED TO THINK LESS? – Brand Management 151 On September1, 2026, Shailaja Dwivedi Pathak, Managing Partner, B – BLACK BELT BRAND BUILDERS revealed the mnemonic of “The Thinking Olympics™.” The mnemonic belongs to all of you because the idea came from the participants of the

H2H Mindset: Where Patient Centricity Begins – Brand Management 150 H2H Mindset: Where Patient Centricity Begins Preamble “If there is one industry that is closest to the concept of H2H Marketing, it is the pharmaceutical industry,” reiterated Philip Kotler during his webucational programme on 30 May 2021, held to celebrate his 90th birthday. He went

The Story of B Coconut Cola from ITC: What Pharma can Learn. Brand Management `149 Shailaja Dwivedi Pathak and Vivek Hattangadi This blog has been adapted for the pharma industry from the blog: “B Natural Coconut Cola: 5 Principles for Launching a Premium Challenger Brand” which appeared in thebrandgym .com by David Taylor.   The Indian