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What The Pharma CEO Wants From The Brand Manager (eBook)

Overcome The Tough Challenges In Pharma Branding
Type: e-book
Genre: Education & Language
Language: English
Price: ₹195
(Immediate Access on Full Payment)
Available Formats: PDF

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Description

The second edition of the book ‘WHAT THE PHARMA CEO WANTS FROM THE BRAND MANAGER’ has been inspired by the recent report published by Mckinsey & Company: ‘India Pharma 2020: Propelling access and acceptance, realizing true potential’.

McKinsey’s earlier prediction has turned out to be correct. The new report says that Indian pharmaceutical market will treble by 2020 and has the potential to quadruple. One salient point in this report: “New products will cease to drive growth; existing large brands would need to make up the gap.” Metro and Tier-1 markets, which have been growing at 14-15 per cent in the last five years, will drive growth in the industry. “The scale and complexity of the market is increasing as India is moving towards the global top tier,” says Palash Mitra, Partner at McKinsey & Company

This McKinsey Report has inspired me to write the second edition.

Three...

About the Author

The author, Vivek Hattangadi has been associated with the Indian pharmaceutical industry for four decades, having completed exactly forty years on 15th March 2014! 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.

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Book Details

Publisher: The Enablers
Number of Pages: 142
Availability: Available for Download (e-book)

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