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Bullseyes and Blunders: Lessons from 100 Cases in Pharmaceutical Marketing is a first-of-its-kind of a book. The book is an invaluable resource for the practitioners as well as the students of pharmaceutical marketing. The case studies presented in the book offer many experiential insights into how some of the world's renowned pharmaceutical marketers built, launched, defended and managed their brands and steered them clear of competition. The Bullseyes in the book present a snapshot of these winning brands.
Studying the Blunders or failures or flops too is significant for the practitioners and students of marketing alike. Because these provide the much-needed insights into the essential, Don'ts while building and managing their brands.
Bullseyes and Blunders provides a more practical understanding of various topics that are highly relevant for the Pharma brand managers and marketing managers. These are market opportunity analysis, product positioning, product launches, life cycle management, building and defending a disease-franchise among others.
Contents:
1. The Pharmaceutical Market
2. The Pharmaceutical Product
3. Therapeutic Leadership
4. Product Launch Strategy
5. Life Cycle Management
6. Pharmaceutical Marketing Practices: Good and Bad
7. Disease Branding
8. Blue Ocean Strategy
9. The Pricing Strategies
10. Pharma and Social Media
Twenty-five years ago, Pharmaceutical Marketing in India: Concepts, Cases, Strategy was the first-ever sectoral marketing book in the Asia Pacific Region. Today, twenty-five years later, Pharmaceutical Marketing in India for Today and Tomorrow continues to be the most comprehensive sectoral marketing book in pharmaceuticals in the Asia Pacific Region.
The new 25th Anniversary Edition of the book is an updated version of the original text with significant new content. The seventy plus cases in the book show how some of the highly successful practitioners of Pharma marketing in India have positioned their products, launched and promoted their brands and defended their therapeutic segments. The experiential insights these cases provide are immensely useful for both the practitioners as well as the students of pharmaceutical marketing in India.
What is new in this all-new 25th Anniversary edition? The book presents an introduction to all aspects of changes and initiatives that are happening in the first world markets and whatever baby steps that are being taken by Indian drug majors and their MNC counterparts in India. To name a few - Changing detailing practices such as e-Detailing, iPad detailing or tablet detailing, digital marketing strategies, social media strategies for the pharmaceutical industry, multichannel marketing, closed-loop marketing among others.
The new ways of engaging and building meaningful relationships with physicians in today's declining physician access scenario are medical sales liaisons (MSL), key opinion leader (KOL) management and key account management (KAM). This latest edition includes these. The primary purpose of this edition is to make it not only relevant for today but also for tomorrow. In other words, to make it as future-proof as is possible.
The empowered patients, new-age technologies such as artificial intelligence (AI), machine learning (ML), big data analytics, real-world data and evidence, blockchain, electronic health records (EHRs), digital therapeutics, cloud computing, and innovative marketing frameworks like design thinking, customer journey mapping, omnichannel, closed-loop marketing, personalization and agile ways of working are transforming the way healthcare is delivered, affecting the pharmaceutical industry. Additionally, big tech companies such as Amazon, Alphabet, Apple, and Microsoft are disrupting by offering non-pharmacological solutions with innovative digital technologies to provide a seamless customer experience in the patient journey.
The recent COVID-19 pandemic added rocket fuel to the digital transformation of the pharmaceutical industry, changing the entire model of care and ingraining telemedicine in the healthcare ecosystem. Digital Transformation has become inevitable and imminent. Therefore, pharma must reimagine its entire strategy and embrace digital transformation to succeed in this rapidly changing marketing environment that is becoming increasingly complex.
Reimagine Pharma Marketing: Make It Future-Proof introduces all these technology frameworks. Additionally, the book presents one hundred and two case studies showing how some of the leading pharmaceutical companies are applying the new age technologies and marketing frameworks effectively. It can be your single-source guidebook unraveling the future so you can manage it!
Why a book on Brand Positioning in Pharma, a fifty-plus year-old-concept, particularly when new age marketing frameworks such as Customer Experience, Design Thinking, Agile Marketing, Content Marketing, Closed Loop Marketing, Omnichannel Marketing, and others are disrupting pharmaceutical marketing?
Two reasons. Firstly, Brand Positioning is not a marketing framework but a Foundational Principle. It is customer-centric at its core and competition-oriented-two of the most important aspects of marketing.
Secondly, while most marketers know what Positioning is, many are unclear on how to do it effectively.
Hence this book, Brand Positioning in Pharma. Brand Positioning in Pharma aims to show how to create a winning positioning strategy for your Brand in a hyper-crowded market like pharmaceuticals.
Jack Trout and Al Ries pioneered the Positioning concept. They described it first in an article, Positioning is a game people play in today's me-too marketplace, published in the June 1969 issue of Industrial Marketing. They stated in the article that Positioning is a mental device that helps the typical consumer deal with overwhelming, unwanted advertising. In comparison, today's consumer is much more overwhelmed with countless unwanted advertising messages.
In healthcare and Pharma, physicians, apart from other advertising messages, are constantly bombarded with numerous messages from Pharma companies. To survive in this overcrowded pharmaceutical marketplace, and if a Prescription Drug Brand's voice is to be heard above the current noise level, Pharma Marketers need a precise, meaningful, and relevant Positioning. Positioning that resonates with the customer.
Brand Positioning in Pharma shows you how to do that, with fifty-two case studies demonstrating how some innovative marketers creatively positioned their products and won.
Cracking the Generics Code unravels the mystery of the DNA for success in the international generic drug markets. The key to the generics code is a synthesis of insights gained from a detailed study of twenty leading players.
A detailed analysis of these twenty companies reveals the success code of 'Ten essential elements of a winning strategy.' The book presents insights gleaned and gained from the game-plans employed by these twenty highly successful companies in a sustained-release capsule form.
The game-plans of these companies reflect this spirit of success, optimism, and confidence. The ten essential strategic elements of these winning gameplans are discussed in ten separate chapters. These are:
1. Strategic Vision
2. Reaching the Critical Mass
3. Marketing Mindset
4. Technology Focus
5. Focusing on Research
6. Intellectual Capital
7. Integrating Strategically
8. Internationalizing the Business
9. Attracting Alliances
10. Operational Excellence
These twenty companies' strategies provide invaluable lessons for the discerning reader, whether he is an executive who is shaping his company's future, or an analyst studying and measuring the corporate performance, or a management student in pursuit of understanding how companies achieve superior sustainable performance.
Cracking the Generics Code presents the continuing adventure story of about twenty international generic pharmaceutical companies from different geographies such as the US, Germany, Japan, China, India, and Jordan that are hell-bent on becoming competitive and staying competitive in Pharma's globalized world. While these players originate from different geographical regions of the world, the principles of their strategy and their business processes towards the adaptation of change are universally applicable and, therefore, replicable.
Cracking the Generics Code, therefore, offers valuable insights in terms of what needs to be done, and more importantly, how it can be done to achieve a higher degree of competitiveness in the brave new world of globalized Pharma by showing how a bunch of never-say-die companies are doing it successfully in some parts of the globe.
In sum, Cracking the Generics Code is your single-source success manual for winning at multi-source (generic drugs) product markets
Step into the future of pharmaceutical product management with The Pharma Product Manager: Handbook for Navigating the Digital Frontier. As the healthcare industry evolves rapidly, pharmaceutical product managers are at the forefront of this transformation. This essential guide equips you with the knowledge, skills, and strategies needed to thrive in a digital age where innovation, data, and customer-centric approaches redefine success.
Inside, you'll discover:
- Core Competencies for Digital Mastery: Develop the critical skills and leadership capabilities to manage product lifecycles, launch strategies, and cross-functional teams.
- Scientific & Regulatory Insights: Master the intricacies of drug development, clinical trials, and regulatory affairs to make informed decisions that drive growth.
- Navigating Digital Marketing Channels: Leverage digital tools, AI, and emerging technologies to design impactful marketing strategies and engage with key stakeholders.
- Effective Product Launch and Lifecycle Management: This section provides step-by-step guidance on launching and managing pharmaceutical products in a highly competitive, fast-changing market.
- Real-World Case Studies: Learn from successful product launches, lifecycle extensions, and strategic marketing decisions leading pharma companies make.
Whether you're a seasoned product manager or new to the field, this handbook provides the essential roadmap to success in the pharmaceutical industry's dynamic digital frontier. Stay ahead of the curve and lead your product to success in an increasingly connected world.
Prepare. Adapt. Lead. Welcome to the future of pharmaceutical product management.
Digital Pharma Marketing Playbook is a first-of-its-kind-of book. It is the first and only book that presents 101 cases in digital pharma marketing. These cases show how some of the leading pharmaceutical companies across the world have used digital and social media channels. They are also excellent learning opportunities to all pharma marketing and brand managers, and students of pharmaceutical marketing. Digital transformation is sweeping the world around us. Everything these days has become digital. The ever-increasing rate of adoption of wearable devices and the advent of the internet of things are digitizing more and more of our experience. At the same time, healthcare in general, and the pharmaceutical industry, in particular, have been lagging in adapting to a digital strategy. It is not that the pharma is new to multichannel marketing. The pharmaceutical industry traditionally has been following a multichannel marketing strategy, where most of the channels have been static rather than dynamic. The number of channels has increased significantly due to the internet explosion. Pharma is moving to a multi-stakeholder world, a world in which stakeholders beyond the prescriber are gaining importance. These new influencer groups such as patients, nurses, payers, and regulators are increasingly turning to digital channels for their information needs regarding healthcare. Digital, therefore, plays a vital role in reaching these new audiences. If you want to maximize the impact of your marketing communications, can you afford to ignore the channels that your stakeholders are frequently using? Of course, not. Therefore, the question is not, to digitize or not to digitize, but how soon and how effectively? Why a Digital Pharma Marketing Playbook? Because, a playbook is a one-stop-read or single-source resource for all the essential information that you need on a given sport -- in our case, Digital Pharma Marketing. If you can make work more fun and enjoyable it is play Moreover, when work becomes play, there are no goals that you cannot score
Despite its great contribution to improving the health and well-being of people and saving countless lives worldwide for over a century, the modern pharmaceutical industry has continued to fall from grace in public perception for the last ten to fifteen years.
While there are many reasons, such as ever-escalating prices denying access to many patients, unethical business practices to gain market share, and relentless focus on the bottom line explain for low productivity, they cannot be responsible for Pharma's loss of reputation. Instead, most pharmaceutical companies' transactional marketing and other unethical business practices seem to be a major, if not the only, cause of the drug industry's fall on the reputation barometer.
Increasing competition, drying up of new product pipelines, rapid genericization, and continuing cost-containment pressures are the reasons a marketer practicing transactional marketing would offer. But, then, there is often a very thin line between a reason and an excuse. Excuses, when accepted, become reasons, and reasons, when denied, become excuses.
Regardless of whether there are reasons or excuses, transactional marketing practices and unethical business behavior may give short-term gains in business at a huge cost to reputation, which is extremely difficult to rebuild. Moreover, transactional relationships are so transient, like fleeting clouds, that they cannot build loyalty for your brand or company. Only Transformational marketing practices and ethical business behavior can.
Pharma needs to change its marketing practices from transactional to transformational today. The question is how?
The book, Transactional to Transformational Marketing aims to show how a pharma company can do this because the cure for all current marketing ills is Transformational Marketing!
Pharma marketing thrives in a complex ecosystem, demanding constant navigation through scientific frontiers, regulatory labyrinths, and stakeholder whisperings. In this intricate dance, knowledge is your elixir, and the A to Z of Pharmaceutical Marketing is your alchemist's handbook. Here's why it is indispensable for every pharma marketer:
The A to Z of Pharmaceutical Marketing is more than just a book; it's a game changer. It's the ultimate reference and the strategic advisor you need to excel in this dynamic industry. Invest in your knowledge and your future.
Remember, in pharma marketing, knowledge is not just power; it's the potion that turns potential into success.
Pharma marketing thrives in a complex ecosystem, demanding constant navigation through scientific frontiers, regulatory labyrinths, and stakeholder whisperings. In this intricate dance, knowledge is your elixir, and the A to Z of Pharmaceutical Marketing is your alchemist's handbook. Here's why it is indispensable for every pharma marketer:
The A to Z of Pharmaceutical Marketing is more than just a book; it's a game changer. It's the ultimate reference and the strategic advisor you need to excel in this dynamic industry. Invest in your knowledge and your future.
The pharmaceutical world is not flat. Only three regions - (North America, Western Europe and Japan), which inhabit a mere 13 per cent of population account for over 80 per cent of world pharmaceutical market. This is however changing mainly due to the rapid genericization driven by the winds of declining R&D productivity, vanishing market exclusivities consequent to patent expiries, and ever-increasing efforts by virtually every government on earth to contain healthcare costs.
Compete or Forfeit is the story of a small bunch of flatteners (about a dozen) and eighteen other firms who are followers or early adopters of these flatteners from India, who are determined to level the pharmaceutical world by creating world-class technological and manufacturing infrastructure and research and development capabilities. While these champion-entrepreneurs originate from the Indian sub-continent, their strategic vision and game plans are not restricted to any one nation or region and therefore, all the elements of their strategies are applicable to all aspiring companies who want to enhance their competitiveness and are raring to compete, wherever they are situated be it China, Latin America, CEE, Africa, Russia or Asia.
Compete or Forfeit offers very valuable insights into what can be done and more importantly how it can be done by showing how these thirty companies discussed in the book have accomplished in a tough, ruthless and unforgiving market place that demands nothing but the best and how they are converting entry barriers into gateways to the remunerative first world markets. These companies already account for:
Over 80 per cent of all ANDAs and DMFs filed by Indian companies in the US, the largest generic market in the world
Over 90 per cent of all acquisitions made by Indian Pharma companies overseas
Over 75 per cent of all exports of APIs, and FDFs from India
The maximum number of US FDA inspected facilities outside the US
To Develop World Class capabilities in todays hyper competitive world is no longer a matter of choice. It is rather mandatory.Remember if you are not competing you are forfeiting an opportunity to succeed.
The future of pharmaceutical marketing is here. It's not just about pills and potions. It's about an audacious symphony where human ingenuity dances with artificial intelligence. This is the world you'll discover in The Synergy of Minds, a book that:
- Cracks the code of AI-powered pharma marketing, empowering healthcare professionals with personalized medical information, insights into the latest medications, and evidence-based therapeutic options.
- Empowers patients with personalized medicine, tailoring treatments to their unique needs.
- Rewrites the rules of drug discovery and clinical trials, with AI predicting outcomes and accelerating breakthroughs.
This isn't science fiction; it's the future powered by AI in pharma. The Synergy of Minds is your roadmap to this revolution as it offers:
- Practical strategies for implementing AI across the pharmaceutical value chain.
- Case studies showing how to optimize AI applications in pharma marketing.
- Actionable insights to prepare your company and career for the AI era.
The Synergy of Minds is not merely a book; It's an invitation to join the revolution. It's a call to embrace the potential of this collaborative future, where the human spirit and the power of AI intertwine to shape a healthier, more connected world.
The pharmaceutical industry is at a crossroads. Traditional marketing tactics no longer resonate with patients who demand empathy, understanding and personalized experiences.
This book offers a transformative approach. Through design thinking, you'll learn to:
] Empathize: Deeply understand patient needs, fears and aspirations.
] Ideate: Generate innovative solutions that address patient challenges.
] Prototype and Test: Create tangible experiences to refine your ideas.
] Implement: Bring patient-centric solutions to life.
Design Thinking in Pharma offers a groundbreaking approach. By putting patients at the heart of your strategy, you can:
] Build stronger connections: Foster trust and loyalty through empathy and understanding.
] Drive Innovation: Develop products and services that truly meet patient needs.
] Improve Health Outcomes: Empower patients to take control of their health journeys.
] Gain a Competitive Edge: Differentiate your brand in a crowded marketplace.
This book is your roadmap to a future in which pharmaceutical marketing is not just about selling products but about improving lives.
Are you ready to transform your approach?