WHAT THE 21st CENTURY PHARMA CEO WANT FROM THE BRAND MANAGER

Description

Taxing times are ahead for the global pharma industry in general but more particularly
for Africa and the South & Southeast Asian countries.
What are the new expectations from your CEO? What will you do if you become the CEO
in 2035 or 2040?

A lot has been said recently about industry changes — ones already afoot, ones being
planned, and ones that need to take place. They are coming from MCI, DoP regulation,
commerce, and digital technology.

You should be aware of the change-resistant culture of the pharma industry; it is slow
to adopt new ways. Progress is impossible without change. As a brand manager you
should stay abreast with the changing trends in order to sustain future growth and
performance of brands.

What are those changes?

Shouldn’t the focus change to patient-centricity in pharma marketing? Patient-centric
approach is a natural outgrowth of H2H Mindset. Shouldn’t the focus now be on the
patient of 2030, 2040, or 2050, by which time many of you would be the CEO’s.
A new way of doing business is inevitable. Start with the end in mind – superior patient
outcome. Start with Simon Sinek’s ‘Why’? What is the purpose of your firms’ existence?
Many companies may have to change their business models not only in light of the new
regulatory constraints from the impending UCPMP Code, but because of the patient’s
high digital intelligence. Doctors and pharma companies will have to work hard to keep
their online reputation intact, or even enhance it.

This comprehensive book will show how brand managers can adapt to changes and be
in line with modern trends.
This book will take you through the seismic shifts in pharma branding and people
building.

This edition has a chapter on how to leverage Gen AI in copywriting. Is prompt
engineering complex? It is not rocket science but can be challenging to master. Know
how to tweak the prompts and get the desired results

About the Author

Vivek Hattangadi has been associated with the Indian pharmaceutical industry for four
decades, having completed exactly 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 1986. 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 very 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 of Vidyasagar University,
West Bengal. He is also a guest faculty in many pharma business schools.

He keeps himself updated on the current trends in the pharma industry and the 6th
Edition of this book is the outcome.

He presents the 21st-century expectations of the pharma CEO and what he expects from
the brand managers in very simple language.

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