Description

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
· Students undergoing a Pharmaceutical /Healthcare Management Program
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