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What’s in a Name? A Rose by Any Name Would Smell as Sweet – Brand Management 128 What’s in a Name? Case Study It was 18th August 1992, when we at Intas decided to launch cisapride, a gastric prokinetic. We were not the first. Unipride (Torrent), Esorid (Sun), Santiza (Cadila), Cisade (Unichem) – all formidable […]
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Patient-centricity and People-centricity – The Two Sides of the Same Coin! – Brand Management 127 Sanjeev Navangul with over 30 years of experience in the pharma industry has successfully implemented quite a few patient centric programs. He commenced his address with the most famous words of George Merck: “For the medical and pharmaceutical community to be
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Patients Are Not Widgets: They Are Our Consumers – Brand Management 126 Who really are the customers for pharma? Some time back, I was reading an article ‘MIND YOUR LANGUAGE TO CATALYSE THE PATIENT REVOLUTION’ from the British Medical Journal (BMJ). It expressed deep concern for the patients. “The voices of patients and citizens were
Patients Are Not Widgets: They Are Our Consumers – Brand Management 126 Read More »
Pharma India’s Growth Puzzle: Before Asking “Where Are We Going?”, Ask “Why Are We Here Today?” I just went through the PharmaTrac report for May. A few observations came to mind. 1. Value growth continues to outpace volume growth At the overall IPM level, MAT growth stands at 9.0% in value terms, while unit growth
Responsibilities and Accountability at Different Levels in the Hierarchy of Brand Management Teams – Brand Management 125 Case Study V & V Pharmaceuticals was a family owned organization, but was growing rapidly because of people who were in this company since its inception. They were fiercely loyal to V & V. As the company progressed,
Caregivers-at-home: The Ignored Heroes in the Patient Journey – Brand Management 124 Any count on the caregivers-at-home? And the cost or the value of the free services they render to near and dear patients? It’s anybody’s guess. But are you aware that they are a powerful yet the ignored entity in the patient journey? Does
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A Brand Manager’s Guide to Building Iconic Brands – Brand Management 123 Definition of an Iconic Brand An iconic pharma brand in India is a brand that rises above the crowded market and earns deep trust from doctors, patients, caregivers and field teams. An iconic brand is not known only for high prescriptions or strong
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Fast Thinking Feels Right, Slow Thinking Gets It Right: The Hidden Strength of Marketers Who Slow Down – Brand Management 122 Should Pharma Marketers Be Slow Thinkers? Neuroscientists love dividing the human mind into neat little boxes: right brain vs. left brain, rational vs. emotional, conscious vs. subconscious. But Daniel Kahneman, the Nobel Prize–winning economist,
If Field Marshal Bernard Law Montgomery (of World War II Fame) Was the Brand Manager Of Zepriva (Semaglutide)… Brand Management 121 Preamble Before I tell you about Bernard Montgomery — the “brand manager” of Zepriva (semaglutide) strategy, let me take you back to the real Field Marshal Bernard Law Montgomery (Popularly known as Monty) and the
A Caregiver’s Tears. An Arthritis Patient’s Struggle. A Brand Manager’s Insight. Brand Management 121 When 1 + 1 = ∞: The Power of Insights First, what is a good definition of an insight? An insight is not easy to define. Data and information are straightforward. They are linear and unbending. For example, 1 + 1
