The Romantic Brand - The Darling of the Doctors

Description

It is Kevin Keller and Simon Sinek who inspired me to write this book via the Sinek-

Keller Brand Equity Model, also known as Customer-Based Brand Equity (CBBE).
Ideas first trickled, and then gushed forth when I read their works.
Haven’t you heard of the Sinek-Keller Brand Equity Model? Wait till you come to
‘Deliberation – 1’.

The concept behind CBBE Model is very simple: in order to build a strong brand,
you must take control of how padocumers (i.e. patients as consumers and doctors as customers, a new term which I have introduced in this book) think and feel about your brand. You have to build the right type of patient-doctor experience (PDX) around your brand so that padocumers have specific, positive thoughts, feelings, beliefs, opinions, and perceptions about it. Ultimately, ‘brand resonance’ will move to the top of the brand equity pyramid because it’s the most difficult – and the most desirable – level to reach. You have achieved brand resonance when your padocumers feel a deep, psychological bond with your brand.

When your brand resonates with the doctor, they will prescribe more for you.
Not just that; they will recommend your brand to their seniors, their peers, their
followers. They will become your brand advocates.

About the Author

Vivek Hattangadi has been associated with the Indian pharmaceutical industry for over four decades. He completed 48 years on 15th March 2022. He has worked at every level: medical representative, product manager, training manager, and head of sales and marketing.

He has been a practicing brand manager since 1987. Having worked both in sales management and brand management, he is able to empathize with the field force when preparing brand strategies. While building some great brands, he has been able to influence the field force so that the strategies of the brand management team are executed at high levels in the field. His strategies have been pragmatic and down-to-earth.

He realizes that today’s market is ruled by short-term or immediate financial gains, creating barricades for the long-term process of brand building. And brand building in the Indian pharmaceutical context is healthy prescription generation.

Apart from being closely associated with the industry, Vivek Hattangadi has also
turned towards academics. He has played a vital role in designing the curriculum
and the syllabus for the MBA course in Pharmaceutical Management at Vidyasagar University, West Bengal. He is also a visiting faculty in many business schools.

He keeps himself updated on the current trends in the pharma industry. This book is the outcome.

In his seventh book, he shares how to make doctors your brands’ advocates. If
doctors develop a love affair with your brand, and romance with your brand, then your brand can become their darling brand and an eternal brand.

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