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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

The Brand Document: The Secret Weapon Every Successful Brand Wields – Brand Management 25 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, Jupiter Pharma unveiled a ground-breaking probiotic specifically