About the Book:

The book is application oriented highlighting the new trends within Indian Pharmaceutical Industry, Challenges that Marketers are likely to face & the Strategies that they can adopt. It is also designed keeping in mind the Pharmaceutical & Healthcare management programs taught at various B-schools. This book serves as a reference book for pharma marketers and the students of Pharmaceutical & Healthcare Management Programs. This book can be a part of Brand Manager’s library – a book s/he can refer to whenever s/he has to clarify concepts.

Highlights of the Book

           ·           Covers marketing concepts which a pharma marketer needs to know

           ·           It focuses on latest concepts and examples

           ·           Provides frameworks that can be applied on-the-job

           ·           A summary is given at the end of each chapter for quick reference

           ·           It is backed by author’s Industry experience coupled with academic experience of teaching the subject to students undergoing management program in Pharmaceutical & Healthcare Management

Book is for whom?

           ·           Pharma Industry Marketing Practitioners

Contents:

1.    Healthcare Scenario in India

2.    Indian Pharmaceutical Industry Landscape

3.    Understanding Pharmaceutical Customer

4.    Pharmaceutical Marketing – How is it different from Consumer Marketing?

5.    Pharma 4.0

6.    Marketing Research and MIS

7.    Identifying Market Segments, Targeting & Positioning

8.    Pharmaceutical Brand and Branding Strategies

9.    New Products - Growth Drivers in Pharmaceutical Industry

10. Pricing Strategies

11. Pharmaceutical Distribution

12. Importance of Retail Pharmacy & Emergence of e-Pharmacy

13. Building Pharma Brands

14. Integrated Marketing Communications

15. Salesforce Effectiveness – Key to Pharmaceutical Brand Success

16. Relationship Marketing

17. Medico Marketing

18. Digital Transformation in Pharmaceutical Industry

19. Hospital (Institutional) Marketing

20. Rural Marketing – its Significance in the Indian Context

21. International Marketing – Exploiting the Potential of Generics

22. OTC Marketing - A Growth Strategy

23. Marketing of Specialty Drugs for Rare Diseases

24. Biopharmaceuticals

About the Author:

Dr. Vijay Bhangale is a Management Consultant, Corporate Trainer and an Academician with 17 years of Industry experience & 16 years of experience in academics.

Currently, he is Director at IES’s Management College and Research Centre, Mumbai, India and has taught subjects like Pharmaceutical Marketing, OTC Marketing, Brand Management, Integrated Marketing Communications and Marketing Strategy.

He has presented research papers in conferences at New York, USA, IIMA, IIMK, IIML etc. His research papers have been published in various international and national journals.

He has conducted training programs on Pharma Brand Management & has successfully carried out numerous strategic consulting projects for Pharma/Consumer healthcare companies like ‘Market Entry Strategies’, ‘Growth Strategies’, ‘Business Plan for New Division’ etc. Prior to getting into academics, he has worked with companies like GSK Consumer Healthcare, Ranbaxy, Ipca, Merck etc. and successfully handled marketing of Pharmaceutical, OTC and FMCG products. He headed the profit centres handling leader brands and was responsible for setting up new strategic business units & new product launches.