Pharmaceutical marketing has always been challenging. Not being able to reach the final consumer makes it slightly complicated to create brand equity and customer loyalty in the true sense of the word. Since doctors are the key decision makers on behalf of their patients, the craft is often informally referred to as ‘gate-keeper’ marketing.
Pharma marketing has got more challenging in the last few decades as new medicines are only a marginal improvement over the ones that are already available. Still, those efforts were handsomely rewarded so long as healthcare spending remained unchecked. However, more recently, winds of change have swept over the industry bringing in a more austere budget environment. Customer willingness to pay large sums for minute benefits is diminishing in the western world, while in self-pay markets such as India, access trumps marketing savvy as the driver of sales due to price caps being enforced.
Pharma Marketing in the New Age - Seminar HighlightsAnup Soans
Inside this Issue
1. Conference Report: Pharma Marketing in the New Age 2018
Salil Kallianpur, takes you through the big ideas discussed at “Pharmaceutical Marketing in the New Age 2018”
2. Photo Montage: Pharmaceutical Marketing in the New Age 2018
3. Mindfulness and the Emotionally Intelligent Leader by Melisa Pereira
An awareness of Self and Others is what makes outstanding Leaders
Inside this Issue
1. Crafting a Digital Strategy: A Primer for Indian Pharma by Manish Bajaj
Steps and mantras for digital transformation of the pharma organization
2. Effective Management begins with Role Clarity by K. Hariram
Role clarity and the importance of coaching for successful frontline management
3. Digital Transformation in Pharma Begins with a Mindset Change by Sandeep Narula
The biggest challenge is not technology adoption but mindset change
4. Who Moved my Visual Aid? by Vivek Hattangadi
A story of how digital technology made the Visual Aid obsolete – inspired by Dr. Spencer Johnson. Download here.
5. AIOCD Market Highlights by Ameesh Masurekar
Market highlights for the month of January 2018
Digital Service Providers to Indian Pharma - An Interactive OpportunityAnup Soans
Want to test/partner your digital eHealth initiative with Indian Pharma. We have a special interactive session at #DigiStorm2018 for digital service providers with pharma decision-makers.
Prabir Jha, President & GCHRO at Cipla and other Eminent Indian Pharma Thought Leaders discuss Digital Transformation as the Future of Successful Pharma Business
How Can Pharma Sales Leaders Create A Winning Sales Organisation?Anup Soans
Inside this Issue
1. Interview with Salil Kallianpur – with Anup Soans, Editor – MedicinMan
“There is much work to be done and a unified pharma industry can prove to be a valuable ally to the government.”
2. Patient-centricity: How Pharma Can Move from Intention to Action by Hanno Wolfram
Patient-centricity begins with moving from talking about the patient to talking to the patient
3. The Corporate Halo Effect by Vivek Hattangadi
How a great corporate brand elevates a company’s products in the minds of doctors and patients
4. For a Positive Attitude, Clean Your Mind’s Windows by Asheesh Kumar Patel
A bad attitude is a learned behavior and can be unlearned when we discover it’s source
5. The Three Transformations for Leadership by Srinivasan Athmanathan
Three key professional traits that every successful leader must possess
6. Book Review: Feather in a C.A.P. by Kamalesh Subramanian
A corporate saga with valuable lessons for professionals of all backgrounds
Most entrepreneurs do not know exactly what they want.
In fact, most people do not know exactly what they want.
It's very hard to take a road trip where you have no idea what your destination is.
In general, the more clearly and accurately you define the goal you want to achieve, the more likely you are to achieve it. Once you have precisely defined your goal, once you have chosen an exact choice of goal, more energy becomes available to achieve the goal and then the question "What do you want?” becomes "How do I get it?” When you know exactly where you want to go, you unconsciously prepare yourself, mentally and even physically for just that.
The more accurate you are, the more precise objectives you achieve.
This guide book was created in order to help transform any product idea into success, by making new product decisions based on 31 best practice stories of leading brands, startup case studies, personal experience and even a personal entrepreneurial failure story.
The PIPELINE guide offers a reliable way to define accurate goals to achieve precise outcomes, identify the suitable users to maximize sales, develop the product best suited for the user by inspiration from different content worlds, develop new solutions to transform "what do we understand and need to do” - to how we are going to do it, simulate the details that might have been missed in production, has questionnaire templates to run fast validation and tools to plan the product sales and return on investment.
The PIPELINE guide book is a practical guide that enables the reader new 7p strategy tools™ to answer critical strategic product decisions, and a template for fundraising or management meetings.
The PIPELINE guide book can be applied to any product from small startups to global brands and make them a success.
Top 150 Pharma Companies of India as on December 2017Anup Soans
Indian Pharma Highlights for October 2017 by AIOCD AWACS
1. Indian Pharma Market has shown first signs of revival in with a growth of 6.5% and sales of INR 10376 Crore.
2. The Apr to Oct 2017 growth for the industry is 4.1%. Clearly showing the impact of the run-up to GST and implementation of GST.
3. Anti-infective are showing slight growth of 1.6%. Dermatology grew at 13.5% which was better than Sep 2017.
4. Gastro has shown a positive turnaround this month and grew at 7.8% while Vitamins grew at 4.8%.
5. Anti-diabetic showed a double digit growth of 11.4%.
6. Cardio grew at 7.6% and CNS grew better than Sep 2017 at 5.7%.
7. Derma at 11.6% and Diabetes at 13.9% are the only two segments that showed a double digit growth in the top 10 segments.
8. Volumes have posted a positive growth. However, price component is dragging down the market.
9. Oct 2017 quarter saw a better volume growth at 3 % & price growth at – 1.8% while the new products fared slightly better at 2.6%.
Kodak didn’t go out of business because people stopped taking pictures. They just failed to read and acknowledge the emerging Digital Era...
.....................................................................................
Digital in Indian Pharma - Case Studies and Discussions. Be there at BrandStorm 2016 on 17th Feb - The Courtyard Marriott Mumbai.
Report on ''prospect of digital marketing for pharmaceutical companies of ban...Zubayar Rahman
The pharmaceutical companies apply digital marketing for better product and brand development and for patient’s satisfaction. Now a day, many pharmaceutical companies are rapidly coming to digital technology. For that reason, people can aware of their product’s easily and it helps to improve public health. Through digital marketing, the export of product is also increasing in many countries. It also helps to earn remittance. So the future of digital marketing in pharmaceutical companies are bright.
Pharma Marketing in the New Age - Seminar HighlightsAnup Soans
Inside this Issue
1. Conference Report: Pharma Marketing in the New Age 2018
Salil Kallianpur, takes you through the big ideas discussed at “Pharmaceutical Marketing in the New Age 2018”
2. Photo Montage: Pharmaceutical Marketing in the New Age 2018
3. Mindfulness and the Emotionally Intelligent Leader by Melisa Pereira
An awareness of Self and Others is what makes outstanding Leaders
Inside this Issue
1. Crafting a Digital Strategy: A Primer for Indian Pharma by Manish Bajaj
Steps and mantras for digital transformation of the pharma organization
2. Effective Management begins with Role Clarity by K. Hariram
Role clarity and the importance of coaching for successful frontline management
3. Digital Transformation in Pharma Begins with a Mindset Change by Sandeep Narula
The biggest challenge is not technology adoption but mindset change
4. Who Moved my Visual Aid? by Vivek Hattangadi
A story of how digital technology made the Visual Aid obsolete – inspired by Dr. Spencer Johnson. Download here.
5. AIOCD Market Highlights by Ameesh Masurekar
Market highlights for the month of January 2018
Digital Service Providers to Indian Pharma - An Interactive OpportunityAnup Soans
Want to test/partner your digital eHealth initiative with Indian Pharma. We have a special interactive session at #DigiStorm2018 for digital service providers with pharma decision-makers.
Prabir Jha, President & GCHRO at Cipla and other Eminent Indian Pharma Thought Leaders discuss Digital Transformation as the Future of Successful Pharma Business
How Can Pharma Sales Leaders Create A Winning Sales Organisation?Anup Soans
Inside this Issue
1. Interview with Salil Kallianpur – with Anup Soans, Editor – MedicinMan
“There is much work to be done and a unified pharma industry can prove to be a valuable ally to the government.”
2. Patient-centricity: How Pharma Can Move from Intention to Action by Hanno Wolfram
Patient-centricity begins with moving from talking about the patient to talking to the patient
3. The Corporate Halo Effect by Vivek Hattangadi
How a great corporate brand elevates a company’s products in the minds of doctors and patients
4. For a Positive Attitude, Clean Your Mind’s Windows by Asheesh Kumar Patel
A bad attitude is a learned behavior and can be unlearned when we discover it’s source
5. The Three Transformations for Leadership by Srinivasan Athmanathan
Three key professional traits that every successful leader must possess
6. Book Review: Feather in a C.A.P. by Kamalesh Subramanian
A corporate saga with valuable lessons for professionals of all backgrounds
Most entrepreneurs do not know exactly what they want.
In fact, most people do not know exactly what they want.
It's very hard to take a road trip where you have no idea what your destination is.
In general, the more clearly and accurately you define the goal you want to achieve, the more likely you are to achieve it. Once you have precisely defined your goal, once you have chosen an exact choice of goal, more energy becomes available to achieve the goal and then the question "What do you want?” becomes "How do I get it?” When you know exactly where you want to go, you unconsciously prepare yourself, mentally and even physically for just that.
The more accurate you are, the more precise objectives you achieve.
This guide book was created in order to help transform any product idea into success, by making new product decisions based on 31 best practice stories of leading brands, startup case studies, personal experience and even a personal entrepreneurial failure story.
The PIPELINE guide offers a reliable way to define accurate goals to achieve precise outcomes, identify the suitable users to maximize sales, develop the product best suited for the user by inspiration from different content worlds, develop new solutions to transform "what do we understand and need to do” - to how we are going to do it, simulate the details that might have been missed in production, has questionnaire templates to run fast validation and tools to plan the product sales and return on investment.
The PIPELINE guide book is a practical guide that enables the reader new 7p strategy tools™ to answer critical strategic product decisions, and a template for fundraising or management meetings.
The PIPELINE guide book can be applied to any product from small startups to global brands and make them a success.
Top 150 Pharma Companies of India as on December 2017Anup Soans
Indian Pharma Highlights for October 2017 by AIOCD AWACS
1. Indian Pharma Market has shown first signs of revival in with a growth of 6.5% and sales of INR 10376 Crore.
2. The Apr to Oct 2017 growth for the industry is 4.1%. Clearly showing the impact of the run-up to GST and implementation of GST.
3. Anti-infective are showing slight growth of 1.6%. Dermatology grew at 13.5% which was better than Sep 2017.
4. Gastro has shown a positive turnaround this month and grew at 7.8% while Vitamins grew at 4.8%.
5. Anti-diabetic showed a double digit growth of 11.4%.
6. Cardio grew at 7.6% and CNS grew better than Sep 2017 at 5.7%.
7. Derma at 11.6% and Diabetes at 13.9% are the only two segments that showed a double digit growth in the top 10 segments.
8. Volumes have posted a positive growth. However, price component is dragging down the market.
9. Oct 2017 quarter saw a better volume growth at 3 % & price growth at – 1.8% while the new products fared slightly better at 2.6%.
Kodak didn’t go out of business because people stopped taking pictures. They just failed to read and acknowledge the emerging Digital Era...
.....................................................................................
Digital in Indian Pharma - Case Studies and Discussions. Be there at BrandStorm 2016 on 17th Feb - The Courtyard Marriott Mumbai.
Report on ''prospect of digital marketing for pharmaceutical companies of ban...Zubayar Rahman
The pharmaceutical companies apply digital marketing for better product and brand development and for patient’s satisfaction. Now a day, many pharmaceutical companies are rapidly coming to digital technology. For that reason, people can aware of their product’s easily and it helps to improve public health. Through digital marketing, the export of product is also increasing in many countries. It also helps to earn remittance. So the future of digital marketing in pharmaceutical companies are bright.
When Will Indian Pharma Get its Act Together? Anup Soans
Inside this Issue
1. Indian Medical Advisors Summit by Dr. Amit Dang
Photo essay and briefing.
2. Digital Pharma by Chandan Kumar
Digital is changing the fundamentals of the marketplace. Here’s how pharma can keep pace.
3. Selling Across Cultures by Anup Soans and Joshua Soans
Chapter extract from the new book The Art of Modern Sales Management by Renie Mcclay.
4. What You Measure is What Gets Done by Hanno Wolfram
Performance metrics are often a trade-off between ease and value. Is “calls-per-day” a meaningless metric that needs immediate replacement?
5. Book Review: Unlealthy Practices by Anup Soans
Review of the new work of fiction by Dr. Sumit Ghoshal.
An effective study on promotional activities of nandini milkProjects Kart
An effective study on promotional activities of nandini milk. This project is more about sales promotion activities in rural areas. Visit for http://www.projectskart.com/p/contact-us.html more information.
DigiStorm 2018 brings together the best of Indian Pharma business leaders to share their insights & perspectives.
Pharmaceutical companies have been increasing their engagement with the digital world slowly and cautiously.
But the industry has now reached a tipping point: it has to put an end to hiding behind the challenges of engaging with its stakeholders digitally and stop treating digital as an add-on to existing operations. Rather, it needs to embrace a “digital first” engagement model with fundamental consequences for its organization and capabilities. - AT Kearney
New Medicine for a New World
Time for Pharma to Dive into Digital
Has Pharma Marketing Forgotten the Patient? Anup Soans
Inside this Issue:
1. Sun Rise for Indian Pharma by Prof. Vivek Hattangadi
Sun Pharma’s meteoric rise on the global stage and the man who made it happen.
2. Mergers Fail More Often than Marriages by Chandan Kumar
Mergers, like marriages, have a lot of potential for going bad unless both parties make a concerted effort to allay the other’s fears.
3. Dermato-Cosmetology Gets a Face-lift by K. Hariram
Using Empathy, Focus and Imputation to deliver value and to delight your customers.
4. Sound out on Social Media! - Special Feature
Voice your opinion on matters concerning your career and profession on Facebook, Twitter and LinkedIn.
5. Has Pharma Marketing Forgotten the Patient? by Salil Kallianpur
Pharma marketeers will only deliver real value when the patient is at the center of every promotional effort and decision.
6. Difference between OTC & Prescription Marketing by Kumud Kandpal
A Knowledge for the Medical Rep Series.
Are You Underestimating the Digital Tsunami like McKinsey did with Mobile Pho...Anup Soans
In the early 1980s AT&T asked McKinsey to estimate how many cellular phones would be in use in the world at the turn of the century.
McKinsey noted all the problems with the new devices—the handsets were absurdly heavy, the batteries kept running out, the coverage was patchy and the cost per minute was exorbitant—and concluded that the total market would be about 900,000.
At the time this persuaded AT&T to pull out of the market, although it changed its mind later.
The current marketing assignment presents the reflective analysis of two articles where one relates to the marketing trends and another one explores the concept of misconception of consumers while buying sustainable products.
A Study/Project on Customer Perception towards Titan Products by Titan Indust...Aditya Gupta
It's a project report I had made for my BBM degree recently. I'm a Marketing Student so I made a project on "Customer Perception towards Titan Products by Titan Industries".
I'm uploading because I din't find any projects to help me out while I was making my project, so I hope it will help you guys out!
Authentic empathy: how marketers should respond to covid-19magazinemediaBE
What are people’s expectations of brands in the crisis? What sort of advertising resonates right now? How do people respond to ‘business as usual’ ads? Is there anything I need to avoid? Looking forward peak and post crisis
“Marketing 2.0” in the pharmaceutical industry is no longer about just saying that our product is different and hoping customers will see it that way. It’s very much about making it so and then about finding our way to engage customers in a “conversation” that helps create the value rather than just promoting it through armies of medical representatives. We need to develop new, end-to-end processes that shape our relationships with physicians, payers, patients and care-givers.
The Amazonisation of Healthcare - Start with the Customer & Work BackwardsAnup Soans
Whether Amazon succeeds in the healthcare market, or not, remains to be seen but the reason I believe healthcare is about to get ‘Amazonized’ is because of what Chris Holt, Amazon’s leader of Global Healthcare said recently:
“When we think about the healthcare space, our overall philosophy of obsessing around the customer has served us really well. So, we start with the customer and we work backwards.”
Such thinking comes as breath of fresh air – so antithetic it is to the current thinking in healthcare. Incumbents might smirk at it, but customer obsession is the primary reason why Amazon and other tech companies have built giant corporations at an unbelievable pace.
The rules of the digital economy are different from what we are normally used to. That is why a shift in thinking and mindset is key to winning. New ways of doing business come with new rules...
When Will Indian Pharma Get its Act Together? Anup Soans
Inside this Issue
1. Indian Medical Advisors Summit by Dr. Amit Dang
Photo essay and briefing.
2. Digital Pharma by Chandan Kumar
Digital is changing the fundamentals of the marketplace. Here’s how pharma can keep pace.
3. Selling Across Cultures by Anup Soans and Joshua Soans
Chapter extract from the new book The Art of Modern Sales Management by Renie Mcclay.
4. What You Measure is What Gets Done by Hanno Wolfram
Performance metrics are often a trade-off between ease and value. Is “calls-per-day” a meaningless metric that needs immediate replacement?
5. Book Review: Unlealthy Practices by Anup Soans
Review of the new work of fiction by Dr. Sumit Ghoshal.
An effective study on promotional activities of nandini milkProjects Kart
An effective study on promotional activities of nandini milk. This project is more about sales promotion activities in rural areas. Visit for http://www.projectskart.com/p/contact-us.html more information.
DigiStorm 2018 brings together the best of Indian Pharma business leaders to share their insights & perspectives.
Pharmaceutical companies have been increasing their engagement with the digital world slowly and cautiously.
But the industry has now reached a tipping point: it has to put an end to hiding behind the challenges of engaging with its stakeholders digitally and stop treating digital as an add-on to existing operations. Rather, it needs to embrace a “digital first” engagement model with fundamental consequences for its organization and capabilities. - AT Kearney
New Medicine for a New World
Time for Pharma to Dive into Digital
Has Pharma Marketing Forgotten the Patient? Anup Soans
Inside this Issue:
1. Sun Rise for Indian Pharma by Prof. Vivek Hattangadi
Sun Pharma’s meteoric rise on the global stage and the man who made it happen.
2. Mergers Fail More Often than Marriages by Chandan Kumar
Mergers, like marriages, have a lot of potential for going bad unless both parties make a concerted effort to allay the other’s fears.
3. Dermato-Cosmetology Gets a Face-lift by K. Hariram
Using Empathy, Focus and Imputation to deliver value and to delight your customers.
4. Sound out on Social Media! - Special Feature
Voice your opinion on matters concerning your career and profession on Facebook, Twitter and LinkedIn.
5. Has Pharma Marketing Forgotten the Patient? by Salil Kallianpur
Pharma marketeers will only deliver real value when the patient is at the center of every promotional effort and decision.
6. Difference between OTC & Prescription Marketing by Kumud Kandpal
A Knowledge for the Medical Rep Series.
Are You Underestimating the Digital Tsunami like McKinsey did with Mobile Pho...Anup Soans
In the early 1980s AT&T asked McKinsey to estimate how many cellular phones would be in use in the world at the turn of the century.
McKinsey noted all the problems with the new devices—the handsets were absurdly heavy, the batteries kept running out, the coverage was patchy and the cost per minute was exorbitant—and concluded that the total market would be about 900,000.
At the time this persuaded AT&T to pull out of the market, although it changed its mind later.
The current marketing assignment presents the reflective analysis of two articles where one relates to the marketing trends and another one explores the concept of misconception of consumers while buying sustainable products.
A Study/Project on Customer Perception towards Titan Products by Titan Indust...Aditya Gupta
It's a project report I had made for my BBM degree recently. I'm a Marketing Student so I made a project on "Customer Perception towards Titan Products by Titan Industries".
I'm uploading because I din't find any projects to help me out while I was making my project, so I hope it will help you guys out!
Authentic empathy: how marketers should respond to covid-19magazinemediaBE
What are people’s expectations of brands in the crisis? What sort of advertising resonates right now? How do people respond to ‘business as usual’ ads? Is there anything I need to avoid? Looking forward peak and post crisis
“Marketing 2.0” in the pharmaceutical industry is no longer about just saying that our product is different and hoping customers will see it that way. It’s very much about making it so and then about finding our way to engage customers in a “conversation” that helps create the value rather than just promoting it through armies of medical representatives. We need to develop new, end-to-end processes that shape our relationships with physicians, payers, patients and care-givers.
The Amazonisation of Healthcare - Start with the Customer & Work BackwardsAnup Soans
Whether Amazon succeeds in the healthcare market, or not, remains to be seen but the reason I believe healthcare is about to get ‘Amazonized’ is because of what Chris Holt, Amazon’s leader of Global Healthcare said recently:
“When we think about the healthcare space, our overall philosophy of obsessing around the customer has served us really well. So, we start with the customer and we work backwards.”
Such thinking comes as breath of fresh air – so antithetic it is to the current thinking in healthcare. Incumbents might smirk at it, but customer obsession is the primary reason why Amazon and other tech companies have built giant corporations at an unbelievable pace.
The rules of the digital economy are different from what we are normally used to. That is why a shift in thinking and mindset is key to winning. New ways of doing business come with new rules...
Decades ago, Peter Drucker was invited to address the senior management team at General Motors, he asked them a simple, but penetrating question: “Why should I buy a GM car?”
Many senior executives attempted to answer that simple question but, nobody was able to give a convincing answer! The senior managers at General Motors had unlearnt the art of winning customers by not being able to answer the simple question - “Why should I buy a GM car?” But they kept introducing more and more new models which less and less customers bought. And that was the prelude to GM’s decline and bankruptcy.
That question still resonates for every business including Indian Pharma. I wonder how many field sales people - Medical Reps and their managers can answer the question - Why Should the Doctor Rx Your Product? Having a clear answer to that question is the key to winning customers - be they doctors, chemists, distributors or hospitals.
As companies grow larger, hierarchies are created and sales processes like CRM/SFA evolve and become embedded. In the absence of a dynamic top leadership, hierarchy and processes become rigid and difficult to change even though rapidly changing market dynamics demand that they do. Bureaucracy slows down customer-centric decision making and inaction becomes part of the organisation's culture. The emphasis shifts from developing employees and winning customers to launching products and hitting numbers.
Peter Drucker rarely blamed individuals; he saw root causes in the design of organizations—in their structures, processes, norms, and routines. He would ask leaders a few provocative questions: “What is your mission? What should you stop doing? Where has the drive for short-term efficiencies undermined long-term effectiveness? What should be your objectives and guiding principles?”
MedicinMan August 2017 - Role of 2nd Line Manager in PharmaAnup Soans
1. Incentivizing a Patient-First Approach in Indian Pharma – interview with Annaswamy Vaidheesh
A conversation with Annaswamy Vaidheesh, Vice President, OPPI, VP, South Asia & Managing Director, India, GSK on GSKs initiatives to meet the demands of Indian pharma in the digital age while putting the patient first
2. The Indian Pharma Brand Story: From Independence to Now by Vivek Hattangadi
Vivek Hattangadi traces the story of Indian pharma branding from Independence till today through his personal and professional experiences
3. The Second-line Manager as Both Actor and Architect by Sunder Ramachandran
Operational effectiveness and strategic alignment are the two KPIs for every successful second-line manager
4. To SWOT or not to SWOT by K. Hariram
Understanding the strategic intent behind SWOT analysis
Pharma Marketing - Improvement or Insanity? August MedicinManAnup Soans
1. Pharma Marketing: Continuous Improvement or Insanity? by Salil Kallianpur
Why does Indian pharma insist on fixing a model that seems to be obsolete?
2. The Marks of a Super Rep by Shashikant Iyengar
Small things that make a BIG difference in the life of a Medical Rep.
3. Customer-Centric Interaction for the Medical Rep by Srinivas Pothapragada
The sales process that puts the Customer at the center of your sales interactions.
4. Prepare to Promote by K. Hariram
How to build a pipeline of capable individuals to fill the roles of FLM and SLM.
5. Why Great Strategy Often Fails by Prof. Vivek Hattangadi
How to avoid the pitfalls of strategy execution.
6. Introduction to Diabetes Mellitus by Dr. Amit Dang
What the Field Force needs to know about the disease that affects over 50 million Indians.
7. Five Steps to Breakthrough Performance by Anup Soans
How FLMs can deliver breakthrough sales performance with their teams.
India's leading pharmaceutical company 2021Merry D'souza
Insights Success’ latest issue, India's Leading Pharmaceutical Company - 2021, in order to highlight one of the renowned companies – ‘Century Pharmaceuticals Limited,’ that is changing the face of the pharmaceutical industry.
Inside this Issue:
1. Listening to the Patient by Hanno Wolfram
The answer to the simple question – “Dear patient, to which degree has your health problem been solved or alleviated?” – might be your company’s most important metric.
2. Getting the Bang for Your Buck from Training by K. Hariram
What you do post-training is crucial to the long-term effectiveness of your training programs.
3. 3 Principles of Steve Jobs by Prof. Vivek Hattangadi
Using Empathy, Focus and Imputation to deliver value and to delight your customers.
4. Is Indian Pharma Future-Ready? by Salil Kallianpur
The nature of healthcare delivery is changing rapidly. Can Indian pharma keep pace?
5. Trial by Fire by Dr. Viraj Suvarna
Much rhetoric has muddied the water of what exactly is at stake for clinical trials in India.
6. 42 Years at Pfizer - Special Report
Sudhir Ganguly recently retired after a 42 year stint at Pfizer.
Healthcare marketing the optimization scenario1Nirmala N
In recent times Marketing Management is becoming more challenging and highly expensive. Organizations are realizing that internal resources are not enough to produce measurable results in a consistent manner. They face hardcore challenges in standardization and corporatization. The bare minimum fact in an Organization is that they are unable to fix the GAP between Operations and Marketing.
Optimize offers to undertake areas of challenges in an Organization and help Organizations to get optimized results even with minimal resources. Resources need to be optimized and not just utilized, and we empower you to achieve those results.
10 Best Companies in Nutraceutical Market 2022.pdfinsightscare
Insights Care mapped the journey of prominent organizations that are reshaping the future of the healthcare industry through its latest edition, “10 Best Companies in Nutraceutical Market 2022.”
This month, Insights Success has come up with a very contemporary topic and has dealt under the issue of “The 10 Most Recommended Pharma & Life Sciences Solution providers in 2019”. Here we have tried to focus on the different business portfolios with unique service solutions
Insights Success has come up with a very contemporary topic and has dealt under the issue of “The 10 Most Recommended Pharma & Life Sciences Solution providers in 2019”. Here we have tried to focus on the different business portfolios with unique service solutions.
The 20 most disruptive healthcare solution providers 2018 convertedinsightscare
With an idea to acknowledge the fast-growing companies, contributing extraordinarily to the revolution of disruption in healthcare, we bring to you the special edition of “The 20 Most Disruptive Healthcare Solution Providers 2018”.
An Infectious Disease Specialist, Dr Mandar Kubal Speaks to Pharma on How it ...Anup Soans
Key Point from the Q &A with Dr. Mandar Kubal, Mumbai
Telemedicine has become a very useful tool for clinicians to manage their patients.
Given the ever changing contours of Covid19 treatment, doctors have to check daily for online resources.
It would be wonderful if pharma can provide every specialty the latest developments in treating Covid19 with pre existing conditions instead of sending their unvaccinated field force to give brand reminders.
Pharma should seek frontline worker status for Medical Reps and Field Managers as they are critical to maintain the drug supply chain.
Treat the Field Force as an asset and protect them, instead of pushing them onto the field without vaccination.
And many more insights from a clinician at the frontlines of treating Covid19 patients.
Now on MedicinMan YouTube Channel - https://youtu.be/J_p3paeO_eg
Key Challenges Facing Pharma Industry and the Way ForwardAnup Soans
Suresh Subramanian, pharma veteran discusses Key Challenges Facing Pharma Industry and the Way Forward on Saturday, 27th March at 6 PM on https://www.credoweb.in/discussion/630/key-challenges-facing-pharma-industry-and-the-way-forward
MedicinMan CEO Roundtable 2021 is here... Saturday, Feb 27thAnup Soans
Covid-19 has hugely affected the modes of interaction between physicians and pharma Sales Force.
As of February 2021, most pharma companies in India re-started their F2F visits even though most corporate hospitals have restricted access to salesforce
What is keeping most CEOs awake – How to respond to customer expectations and adjust the content and format accordingly.
How to track complexities of implementation of a new model into marketing & sales teams.
Many research reports have indicated that a hybrid (mixed model) that includes face to face and digital interactions are favoured by most respondent Physicians.
The other challenge is the need to change the outdated traditional digital model, which is overused and creates digital noise into an innovative interactive model.
Register Now: https://lnkd.in/gmJK8et
Key Account Management - Time for India Pharma to Adopt KAMAnup Soans
Pharma's 40-year Model of Pitching to the HCPs is Over says Hanno Wolfram author of Key Account Management in Pharma...
Watch the webinar on Digital Excellence Pharma Academy today at 6 PM to know more - https://lnkd.in/gjZRN6q
How can Pharma Use Digital to Engage Doctors and Understand PatientsAnup Soans
Doctors and patients are already using digital for many healthcare needs. Telemedicine is a prime example.
A Webinar by Dr. Shenoy Robinson today at 6 PM on - https://www.credoweb.in/discussion/604/how-can-pharma-use-digital-to-engage-doctors-and-understand-patients
How can Pharma Use Digital to Engage Doctors and Understand Patients
Why Indian Pharma Needs to Enable Managers to Develop TalentAnup Soans
People need the support of their leaders and organisations processes to develop their talents.
Deep Bhandari delves deep into the topic of Talent Development and its impact on individuals and organisations.
Digital Excellence Pharma Academy Certification ProgramAnup Soans
Now on YouTube: Gartner's Top Five Priorities for Pharma Business Leaders and @Hariram K's Key Learning Points on Leadership
25-minute discussion with Deep Bhandari on the Gartner Report and Leadership Imperatives by Hariram Krishnan on How the DEPA Certification Program Can Make Pharma Professionals Future Proof
https://lnkd.in/gHiT_WU via @YouTube
Architecture To Develop Pharma Business Leaders For Today and Tomorrow Anup Soans
4 Factors of Digital Transformation
1. Leadership Mindset for Digital Transformation
2. Digital Transformation - Why and How to Do it Right
3. Sales and Sales Management - Challenges & Solutions
4. Customer/Patient Centricity - Why and How to Do it Right
What is Indian Pharma Thinking about Digital? A Research ProjectAnup Soans
First Ever Indian Pharma Centric Survey: A CredoWeb India – #MedicinMan Research Project
As a part of Digital Excellence Pharma Academy , we initiated a research project with a detailed survey to understand the current status and issues faced by Indian Pharma companies in adopting digital to bridge the pharma – physicians disconnect.
You can know more about the scope and scale of this research project and survey at https://lnkd.in/gR5JMer
Digital Excellence Pharma Academy - Webinar & Online Certification ProgramAnup Soans
Ready for the next Webinar on Digitalisation of Pharma Marketing?
Digital Excellence Pharma Academy a partnership between MedicinMan and CredoWeb not only equips pharma/devices/diagnostics/disposable company employees with KA$H (you’ll learn about KA$H soon in the future webinars), but offers you the ability to adopt the digital platform to communicate and engage your customers and create lasting experiences to build your relationship with customers.
To know more on how to engage doctors via digital, attend 40+ webinars brought to you by CredoWeb in partnership with MedicinMan - follow 3 simple steps:
Go to www.credoweb.in
Create your “Pharma professional” registration
Follow Digital Excellence Pharma Academy page and stay tuned for our webinars for which you will be cordially invited
The Mankind Pharma Story by Dr. Sumit GhoshalAnup Soans
Mankind was established in 1991, almost a decade after the industry leaders of today including Dr.Reddy’s and Sun Pharma, but has grown considerably faster than its contemporaries...
One reason for this is that unlike major drug makers who have a large portfolio of hundreds of products, mankind prefers to concentrate on a much smaller number of high value products. “they don’t bother with smaller products with a potential value of less than Rs.5 crore,” says a long-time industry watcher. thus Health OK, their OTC product, which is a combination of vitamins and nutritional medicines was able to generate Rs.50 crore in revenue within a year of its launch in 2014-15.
This is also the approach adopted by some multinationals like Sanofi, whose CEO Chris Viebacher said, that his company obtained a lion’s share of its revenue from just 15 top selling patented products...
Indian Pharma and Retail Pharmacies - Sales View PollAnup Soans
The Sales View poll concluded with valuable information on several key aspects of the Indian Pharmaceutical field force, especially in the strategies employed by medical sales reps to obtain marketing intelligence. With sales force considered to be a strong pillar of the pharmaceutical industry, gaining pointers on their day-to-day operations, and challenges faced, is indeed an asset in improving the pharma industry.
Such weekly and monthly data analysis by IQVIA and leading pharma KOLs will help you understand market dynamics better. Do participate in our polls and keep up with the latest opinions and trends on IQVIA Sales View.
Healthcare's Future will be Patient ExperienceAnup Soans
With healthcare reform now opening the door to more insured patients, it is not overwhelming what we hear nowadays that market access is dead and patient access is the new prescription for healthcare marketing.
Patient access helps when there is precariousness in the benefits, which will never be fully known until a product is used in the real world and over a period of time.
A patient access centered mindset aims to understand the patient and provider pathways, with the ultimate objective that all those patients who can optimally benefit from a product can have the access to the product.
Instead of a win/lose mindset at the core of market access, patient access tries to create win/win/win solutions that lead to value for patients, companies, and the healthcare system at large.
In such a scenario, several issues that should deal with patient access should be addressed such as:
Patient access as a guiding principle across all functions
Developing a clear and compelling value proposition for each stakeholder group
Creating a formal framework for understanding the impact of decisions on patient access
Getting payer input and advice early on
Enhanced patient satisfaction
Improved communication through shared data
Unethical Practices in Pharma - Interesting Study from Pakistan Anup Soans
This study clarifies the current pharmaceutical drug promotion and prescribing practices in Pakistan. The majority of prescribers and national pharmaceutical firms and to some extent the multinational pharmaceuticals are involved in unethical practices in drug promotion and prescribing. Alarming policies governing the drug promotion and prescribing are required to be implemented by the concerned regulatory authorities to avoid unnecessary harm to the patient’s life and pocket through the unethical drug promotion. The prescribers should not accept any incentives, gifts of financial value from any pharmaceutical companies in return for an increase in prescribing selected brand. On the other hand, pharmaceutical companies must compete in the market on the basis of the drug quality and do not offer any valuable gift and incentives to the prescribers. The interaction between doctors and phar- maceutical firms should be restricted within acceptable boundaries and the authorities must be prepared to play an active role. Strengthening the regulatory machinery and formulating policies in this regard in neces- sary. It is essential that a health care professional such as a pharmacist can play an important role in this process since he/she is an expert in the pharmaceutical field as well as more aware of the outcomes of unethical drug prescribing practices such as polypharmacy and adverse drug reactions.
Ozempic: Preoperative Management of Patients on GLP-1 Receptor Agonists Saeid Safari
Preoperative Management of Patients on GLP-1 Receptor Agonists like Ozempic and Semiglutide
ASA GUIDELINE
NYSORA Guideline
2 Case Reports of Gastric Ultrasound
These lecture slides, by Dr Sidra Arshad, offer a quick overview of the physiological basis of a normal electrocardiogram.
Learning objectives:
1. Define an electrocardiogram (ECG) and electrocardiography
2. Describe how dipoles generated by the heart produce the waveforms of the ECG
3. Describe the components of a normal electrocardiogram of a typical bipolar lead (limb II)
4. Differentiate between intervals and segments
5. Enlist some common indications for obtaining an ECG
6. Describe the flow of current around the heart during the cardiac cycle
7. Discuss the placement and polarity of the leads of electrocardiograph
8. Describe the normal electrocardiograms recorded from the limb leads and explain the physiological basis of the different records that are obtained
9. Define mean electrical vector (axis) of the heart and give the normal range
10. Define the mean QRS vector
11. Describe the axes of leads (hexagonal reference system)
12. Comprehend the vectorial analysis of the normal ECG
13. Determine the mean electrical axis of the ventricular QRS and appreciate the mean axis deviation
14. Explain the concepts of current of injury, J point, and their significance
Study Resources:
1. Chapter 11, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 9, Human Physiology - From Cells to Systems, Lauralee Sherwood, 9th edition
3. Chapter 29, Ganong’s Review of Medical Physiology, 26th edition
4. Electrocardiogram, StatPearls - https://www.ncbi.nlm.nih.gov/books/NBK549803/
5. ECG in Medical Practice by ABM Abdullah, 4th edition
6. Chapter 3, Cardiology Explained, https://www.ncbi.nlm.nih.gov/books/NBK2214/
7. ECG Basics, http://www.nataliescasebook.com/tag/e-c-g-basics
Basavarajeeyam is a Sreshta Sangraha grantha (Compiled book ), written by Neelkanta kotturu Basavaraja Virachita. It contains 25 Prakaranas, First 24 Chapters related to Rogas& 25th to Rasadravyas.
Adv. biopharm. APPLICATION OF PHARMACOKINETICS : TARGETED DRUG DELIVERY SYSTEMSAkankshaAshtankar
MIP 201T & MPH 202T
ADVANCED BIOPHARMACEUTICS & PHARMACOKINETICS : UNIT 5
APPLICATION OF PHARMACOKINETICS : TARGETED DRUG DELIVERY SYSTEMS By - AKANKSHA ASHTANKAR
Muktapishti is a traditional Ayurvedic preparation made from Shoditha Mukta (Purified Pearl), is believed to help regulate thyroid function and reduce symptoms of hyperthyroidism due to its cooling and balancing properties. Clinical evidence on its efficacy remains limited, necessitating further research to validate its therapeutic benefits.
Knee anatomy and clinical tests 2024.pdfvimalpl1234
This includes all relevant anatomy and clinical tests compiled from standard textbooks, Campbell,netter etc..It is comprehensive and best suited for orthopaedicians and orthopaedic residents.
Basavarajeeyam is an important text for ayurvedic physician belonging to andhra pradehs. It is a popular compendium in various parts of our country as well as in andhra pradesh. The content of the text was presented in sanskrit and telugu language (Bilingual). One of the most famous book in ayurvedic pharmaceutics and therapeutics. This book contains 25 chapters called as prakaranas. Many rasaoushadis were explained, pioneer of dhatu druti, nadi pareeksha, mutra pareeksha etc. Belongs to the period of 15-16 century. New diseases like upadamsha, phiranga rogas are explained.
Basavarajeeyam - Ayurvedic heritage book of Andhra pradesh
A Pharma Thought Leaders Seminar by ACG
1. MEDICINMANField Force Excellence
April 2018| www.medicinman.net
Indian Pharma’s First Digital Magazine Since 2011
TM
Interview with Ajit Singh,
Chairman, ACG
MedicinMan: Tell us something
about yourself and how you
came to start ACG Worldwide?
Ajit Singh: When our small capsule
factory began in the mid-1960s we
produced only about 50 million
capsules a year with a negative
cash flow for some years.
We were warned by a world leading
capsule company that this was not
a business for amateurs.
It took some really smart market-
ing and technical ingenuity, but we
now make a 100 billion capsules a
year and are a world leader.
It took my brother Jasjit, a brilliant
engineer, and myself with an eco-
nomics and marketing background
to complete the project and grow
the business into a multi-faceted,
global group making capsules,
packaging films and related ma-
chinery.
We have made a good team right
through our working life. We start-
ed with a few dozen team mem-
bers and today employ over 5000
people. We have built-up a cadre
of top-notch professionals drawn
from around the world to head our
various companies and corporate
verticals. The group is now being
led by my nephew Karan Singh, a
foreign trained, highly competent
and affable individual with great
management skills.
MM: What do you think are some
of the key challenges faced by In-
dian pharma and what solutions
can ACG Worldwide provide?
Ajit Singh: Indian pharma has very
strong leadership, being headed
mostly by pharmacists and techno-
crats. I believe they have the resil-
ience, talent and ambition to face
up to most future challenges. They
have done so in the past even when
the infrastructure and government
policy made it difficult to grow fast.
Presently the main challenges ap-
pear to be price control and USFDA
strictures on documentation in-
tegrity and systems. This has led to
restricted access to the huge USA
market.
I believe that the US will find it too
expensive and difficult to manufac-
ture their own generic formulation
or import it in huge quantities from
some other countries. They will
have to come back soon and rely
on suppliers from India.
Meanwhile, of course, India has sev-
eral other markets to explore and
supply, and such product registra-
tion is ongoing.
An interesting alternative solution
would be to set up manufacturing
in the US. Several Indian companies
have already done so.
ACG can help in both the above en-
deavours.
The Indian pharma industry is high-
ly innovative, particularly in formu-
lations and super-generics. They
have also much expertise in mod-
ern methods of dosage form pack-
aging, such as blister packs.
The US market still relies on
old-fashioned bottle packing.
Ajit Singh, Chairman, ACG
“TheIndianpharmaindustry
is highly innovative
globally, particularly in
formulations and super-
generics. They have also
much expertise in modern
methods of dosage form
packaging, such as blister
packs.
2. MedicinMan Report | Interview with Ajit Singh, Chairman, ACG
Such packaging is generally held to be neither hy-
gienic nor protective nor patient-friendly. Again,
ACG can help such companies set up blister pack-
ing capacity with affordable equipment and film.
In fact, ACG can help set up the complete line
from fluid bed processing to cartoning and track
and trace systems. It has done so for many leading
pharma companies around the world.
MM: Indian pharma has been facing a lot of
challenges in the US market in terms of quality
issues with USFDA. What steps do Indian phar-
ma companies need to take to build trust as
manufacturer of top quality drugs?
Ajit Singh: The question has been partially an-
swered above. Building trust through quality de-
pends on a company’s attitude towards sustained
product quality.
Quality will keep improving with rising expecta-
tions of the regulators both from overseas and
India, particularly as the latter get better funded
and trained. Happily, things are moving in the right
direction.
MM: What should marketing decision-makers
know about manufacturing and packaging
from a business and marketing perspective?
Ajit Singh: As the world shifts hugely towards ge-
neric drugs, it becomes difficult to rely on brand
differentiation or the loyalty of the medical profes-
sion. The power of choosing what generic product
to give to a patient is shifting to the pharmacist in
the drugstore.
So it becomes necessary to differentiate a product
by other means. Super-generics and innovative
packaging can play a big role. The technology and
products are available. It is up to the more agile
pharma manufacturers to adopt them and take a
lead.
2 | MedicinMan April 2018
“
The power of choosing what
generic product to give to a patient
is shifting to the pharmacist in the
drugstore.
So it becomes necessary to
differentiate a product by other
means. Super-generics and
innovative packaging can play a big
role.
3. MedicinMan Report | Interview with Ajit Singh, Chairman, ACG
MM: There is a lot of talk globally about the ne-
cessity for patient-centric approaches in health-
care – your thoughts on this and how manufac-
turing and packaging can make a difference to
patient’s perception about quality of drugs and
reputation of pharma companies?
Ajit Singh: A patient-centric approach is essential
and should not need to be mandated or legislated
by governments.
The fact that most pharma associations and west-
ern media rank India quite low in pharma leagues
in terms of US dollars is revealing. India is third in
the world in volume and ignoring this shows a pre-
dilection towards valuing the top and bottom line
over serving more of humanity.
Even more than manufacturing and packaging, the
global pharma industry needs to work on chang-
ing public perceptions of the industry. A focus on
technology, R&D and brand promotion has never
been enough.
M
3 | MedicinMan April 2018
“
The power of choosing what
generic product to give to a patient
is shifting to the pharmacist in the
drugstore.
So it becomes necessary to
differentiate a product by other
means. Super-generics and
innovative packaging can play a big
role.
5. PRESENTS
MEDICINMAN
in partnership with
PHARMACEUTICAL MARKETING IN THE NEW AGE
TUESDAY, APRIL 24, 2018 | THE LEELA, MUMBAI
0800 AM Onward: Breakfast and delegate
registrations
0900 AM Session 1: New Age Pharma
Business Model
Amidst domestic and global regulatory
headwinds, the industry finds itself cor-
nered by aggressive competition. Must In-
dian Pharma resort to radical changes to
restore the precarious equilibrium between
the ever-battling yin and yang that are the
Regulatory and the Customer?
First Keynote Address: Annaswamy
Vaideesh,Vice President and Managing Di-
rector, South Asia at GlaxoSmithKline Phar-
maceuticals (I) Ltd.
Second Keynote Address: Yugal Sikri -
Chairman, School of Business Management
at NMIMS
Panel members: Suresh Subramaniam,
Head-South Asia, Branded Formulations at
Biocon; Yugal Sikri, Chairman, Pharmaceu-
tical Management, School of Business Man-
agement at NMIMS University; PratinVete,
Sr. Vice President at Cipla, Annaswamy
Vaideesh, VP MD South Asia at GSK Phar-
ma
Session Chair and Moderator: Hariram
Krishnan, Chief Mentor at MedicinMan
Session One
Annaswamy Vaideesh, Vice
President and Managing Director,
South Asia at GlaxoSmithKline
Pharmaceuticals (I) Ltd.
Yugal Sikri, Chairman, Pharma-
ceutical Management, School of
Business Management at NMIMS
University
Vivek Vasudev Kamath,
Managing Director, MSD
Pratin Vete, Sr. Vice President -
Chronic Emerging Business at
Cipla
Hariram Krishnan, former MD
(retd.) at Galderma India and Chief
Mentor at MedicinMan
Suresh Subramaniam, Head-
South Asia, Branded Formulations
at Biocon
Register: medicinman.net/register-april2018
Who Should Attend: This seminar is de-
signed for senior management of Marketing
Sales, BU/ Division Heads of pharmaceuti-
cal companies only.
6. PRESENTS
MEDICINMAN
in partnership with
PHARMACEUTICAL MARKETING IN THE NEW AGE
TUESDAY, APRIL 24, 2018 | THE LEELA, MUMBAI
Digital Adoption – Role of Top Man-
agement: Intent, Content, Strategy and
Skills for Digital Adoption
Speakers: Salil Kallianpur, Co-Founder,
Digital Transformation Labs and Ashish
Srivatsava Metabolics Lead, AP VP-CVM
at Janssen (JJ)
Panel Members: Kiran Pai, Head Digi-
tal Marketing at Cipla; Sandeep Ajga-
okar, Sr. GM at Sun Pharma; Gurpinder
Singh, Head Digital MCM at GSK; John
Mathew, Head of Digital at Glenmark
Session Chair and Moderator: Salil Kalli-
anpur, Co-Founder, Digital Transforma-
tion Labs
Session Two
Kiran Pai, Head Digital Market-
ing at Cipla
Gurpinder Singh, Head Digital
MCM at GSK
John Mathew, Head of Digital
at Glenmark
Salil Kallianpur, Co-Founder,
Digital Transformation Labs
Sandeep Ajgaokar, Sr. GM at Sun
Pharma
Register: medicinman.net/register-april2018
Who Should Attend: This seminar is de-
signed for senior management of Marketing
Sales, BU/ Division Heads of pharmaceuti-
cal companies only.
7. PRESENTS
MEDICINMAN
in partnership with
PHARMACEUTICAL MARKETING IN THE NEW AGE
TUESDAY, APRIL 24, 2018 | THE LEELA, MUMBAI
Brand Lifecycle Management
Drugs are unique products and must be
treated so. Do pharma executives under-
stand and practice optimizing the lifetime
of a drug to keep the uniqueness of the
drug alive?
Speakers: Prasant Mohanty, VP at Em-
cure and; Ramesh Juneja,VP at Sun Phar-
ma
Panel Members: Annapurna Das, VP
Hospitals and Institutional Business, GSK;
Prasant Mohanty, VP at Emcure and Ra-
mesh Juneja, VP at Sun Pharma
Session Chair and Moderator: Deep
Bhandari, Editorial Board, MedicinMan
Session Three
Prasant Mohanty, VP at Emcure
Ramesh Juneja, VP at Sun
Pharma
Annapurna Das, VP Hospitals
and Institutional Business, GSK
Deep Bhandari, Editorial Board,
MedicinMan
Register: medicinman.net/register-april2018
Who Should Attend: This seminar is de-
signed for senior management of Marketing
Sales, BU/ Division Heads of pharmaceuti-
cal companies only.
8. PRESENTS
MEDICINMAN
in partnership with
PHARMACEUTICAL MARKETING IN THE NEW AGE
TUESDAY, APRIL 24, 2018 | THE LEELA, MUMBAI
Customer Acquisition or Retention?
Thenotionthatcustomerexperiencemat-
ters in pharma is old news. Yet pharma is
rated among the least customer-friendly
industries. Does pharma focus too less on
retaining customers and too much on ac-
quiring new ones?
Speakers: Debashish Sarkar, CMO at Cip-
la and; Shiva Natarajan, Head-Marketing
Sales, Respiratory at GSK.
Panel Members: Atish Majumdar, VP at
Lupin; Debashish Sarkar, CMO at Cipla
and Shiva Natarajan, Head, Respiratory
at GSK
Session Chair and Moderator: Amlesh
Ranjan, Dy. Director at Sanofi
Session 5: Take Home Lessons and Q A
with Faculty and Delegates
1730/1800 PM: End of Seminar
Session Four
Debashish Sarkar, CMO at
Cipla
Shiva Natarajan, Head-Market-
ing Sales, Respiratory at GSK
Atish Majumdar VP at Lupin
Amlesh Ranjan, Dy. Director
at Sanofi
Register: medicinman.net/register-april2018
Who Should Attend: This seminar is de-
signed for senior management of Marketing
Sales, BU/ Division Heads of pharmaceuti-
cal companies only.
9. MEDICINMAN
PHARMACEUTICAL MARKETING IN THE NEW AGE
TUESDAY, APRIL 24, 2018 | THE LEELA, MUMBAI
About ACG: ACG is the only supplier in the world offering integrated manufacturing solutions
for the pharmaceutical industry. Our diverse product range of capsules, films foils, engineering
and inspection systems not just meet but exceed the demands of the pharmaceutical industry.
We are absolutely committed to just one goal: offering everything required for efficient manu-
facturing of capsules and tablets. We have been doing this for over 50 years, in more than 100
countries. Our customer-centric approach has won us many loyal, satisfied customers and part-
ners. We have great synergy in everything we do – integrating the capabilities of the machines
and materials to maximize the quality, efficiency, and value for our customers. Doing whatever
it takes. For our customers and associates. Across the world. Around the clock. Our investments
in RD ensure that we are always at the forefront of innovation, introducing new products and
features that vastly improve our products.
MedicinMan is a platform for pharma sales and marketing professionals to interact and share
industry best practices and thought leadership. Our mission is the collective advancement of the
pharma sales and marketing ecosystem - leading to better relationships with doctors and better
outcomes for patients. MedicinMan was started in 2011 as India’s first digital magazine for phar-
ma
10. CONTENTS
Our mission is to collectively improve the pharma
sales and marketing ecosystem - leading to better
relationships with doctors and better outcomes for
patients.
MedicinMan Volume 8 Issue 4 | April 2018
Editor and Publisher
Anup Soans
Chief Mentor
K. Hariram
Executive Editor
Salil Kallianpur
Editorial Board
Prof. Vivek Hattangadi; Deep Bhandari; Hanno
Wolfram; Renie McClay
Letters to the Editor: anupsoans@medicinman.net
1. Interview with Ajit Singh, Chairman, ACG ...1
Ajit Singh talks to MedicinMan on the key trends and
big issues impacting the Indian pharma industry
MedicinMan reportage
2. What Does an Ideal, Generics-only Future
Look Like? .........................................................10
An examination of the best possible outcomes of a
generics-only future
Rajeev Kumar
3. Book Review: Bringing Out the Best in
People ...............................................................14
Using the power of positive reinforcement to bring
about lasting behavior change
Vivek Hattangadi
10 | MedicinMan April 2018
Connect with Anup on LinkedIn | Facebook | Twitter
Anup Soans is an LD Facilitator,
Author, Pharma Consultant.
muckrack.com/anupsoans/articles
Meet the Editor
11. 11 | MedicinMan April 2018
T
he government in its latest move has made it
mandatory for pharmaceutical companies to
print generic names of drugs in a font which is
two font sizes larger than the brand name. While the
utility of this move for patients is questionable, what is
undeniably clear is the government’s willingness to kill
branded generics, if not with a guillotine, then with a
thousand small cuts. Working in the pharma industry,
it is hard for me to take a completely bias-free view of
the situation. In all walks of life, I like brands because
it simplifies my decision-making process. While there
might be thousands of places which sell nice shirts, I
don’t have the time or the mental processing power to
evaluate each of these places. So, I go to HM where I
know shirts will be expensive but I can walk out with a
cool shirt in 15 minutes.
The doctors must feel the same way about medicines.
There are hundreds of generic choices for a medicine,
but she trusts maybe two brands because she has
found them useful for her patients and she remem-
bers them. The reason it gets a little complicated for
medicines is because the payers, i.e. the patients, do
not have the same affinity for these brands. Except the
chronic medicines, a patient might encounter a brand
of medicine less than 5 times in their whole lives. Add
to that the narrative of the evil medical syndicate off to
making money from unsuspecting patients, patients
even question the doctor’s affinity to a brand. Since
the patient doesn’t have to do the mental arithmetic
to arrive at a choice, price becomes the only anchor
for them.
Now, what if the government is able to remove this
choice from the doctor’s hands, as it is very eager to
do? As things stand now, I would still let my doctor
make the choice of brand of the drug for me than the
chemist.
WHAT DOES AN IDEAL,
GENERICS-ONLY FUTURE
LOOK LIKE?
Rajeev Kumar
An examination of the best possible outcomes of a
generics-only future
12. Rajeev Kumar | What Does an Ideal, Generics-only Future Look Like?
I decided to do a thought experiment- what ef-
fect would an ideal generics-only prescription rule
have on the Indian Pharmaceutical Industry? Ideal
is the keyword here because governments have
been known to make irrational choices in a hurry.
In my thought experiment, the government thinks
rationally and for the long term and is willing to
take tough choices which do not necessarily yield
results before the next general election.
The Quality Question: The day when every HCP,
every regulator and every patient can answer the
below question in an affirmative is the day when
the Gx-only Rx rule can be called ideal:
Does every medicine on every shelf of every phar-
macy in every corner of the country have the same
efficacy and safety as promised?
The answer to this single question can alter the
landscape for the Indian pharma market. We are a
long way away from answering this question with
even a ‘maybe’. Getting to ‘yes’ will take strength-
ening the number, capabilities and transparency of
regulators. This will take major upgrade of manu-
facturing facilities, which will increase manufactur-
ing costs. And it will take patience.
If - and that’s a huge “if”- that happens how will
Gx-only Rx change the industry?
1. Consolidation of Indian manufactur-
ers
First, the fly-by-night “hyper-local” operators who
create a small niche by“servicing”a handful of doc-
tors, will disappear. Only serious Indian players will
be able to maintain the quality requirements and
survive. Even these Indian companies will refocus
their portfolio to products where they are captur-
ing more of the value stream.Third-party manufac-
turing will remain but only for players who can buy
large enough quantity to gain purchasing power
with the supplier.
12 | MedicinMan April 2018
“
The day when every HCP, every
regulator and every patient can
answer the below question in an
affirmative is the day when the Gx-
only Rx rule can be called ideal:
Does every medicine on every shelf
of every pharmacy in every corner
of the country have the same
efficacy and safety as promised?
13. Rajeev Kumar | What Does an Ideal, Generics-only Future Look Like?
2. MNCs will bring new products
The IPR environment has improved a lot in India
over the last decade. The major obstacle to new
product launch in India today is not the IPR but the
price. MNCs will not be able to charge a premium
for their off-patent product neither will they be
able to win in the Gx space unless they have their
manufacturing in India. The seriously India-invest-
ed players will have no choice but to bring in their
international portfolio to India, at a more palatable
price point. With the government working on in-
creasing medical coverage, volume projections in
India might start to look better for some of these
drugs. But even if the volume does not increase, I
don’t believe they will have a choice.
3. MNCs will partner with Indian compa-
nies to manufacture or market
The non-invested MNCs will take the tie-up route
even more aggressively. With the pricing pressure
increasing everywhere else, India and China will at
least be in the second wave of new product intro-
ductions after US, Europe and Japan. MNCs being
left with no choice but to introduce new product
is the biggest positive I see from the Gx only move.
4. Marketing will change
With no brand, there will be no brand manage-
ment. Retailer and distributor engagement will
become FMCG-like. No company can offer dispro-
portionately high margins to retailers because free
market will take care of that. The interesting ques-
tion is, will companies continue to promote the
off-patent molecules to the doctors? Maybe top 2
players will, not more than that. Number of medi-
cal reps will fall dramatically, but some of them will
be absorbed to increase the penetration of these
companies to the hinterland.
13 | MedicinMan April 2018
“
MNCs will not be able to charge
a premium for their off-patent
product neither will they be able to
win in the Gx space unless they have
their manufacturing in India. The
seriously India-invested players will
have no choice but to bring in their
international portfolio to India, at a
more palatable price point.
14. Rajeev Kumar | What Does an Ideal, Generics-only Future Look Like?
5. More RD in India by MNCs and Indi-
an companies? -
Okay, this is more like a wish than any possibility.
One way to price new products for Indian markets
is to bring RD to India and bring down RD cost.
Also, will Indian companies finally start taking RD
more seriously. What’s wrong in wishing?
6. Customers will win
If done well, I see it as a net positive move for the
patients. Despite the narrative, in India medicines
are among the cheapest in the world so there is
no upside for patients there. Patients will, though,
have access to quality medicines at rational prices.
New, innovative medicines from around the world
will be available for them.
And lastly, it will be a plus for the industry after the
initial pains- entry barriers will increase, competi-
tion will reduce and the serious players can focus
on science. M
14 | MedicinMan April 2018
“
Itwillbeaplusfortheindustryafter
the initial pains- entry barriers will
increase, competition will reduce
and the serious players can focus
on science.
Rajeev Kumar is a senior
pharma sales profession-
al.
Twitter: @rk_health
Email: rajeevkumar.c24@
gmail.com
15. 15 | MedicinMan April 2018
A
fter One Minute Manager this is one of the best
books I have read on how to become an effec-
tive manager. I wish it was published 30 years
back.
If you want to have a team of performers, then this
book Bringing Out the Best in People: How to Apply the
Power of Positive Reinforcement I would say is manda-
tory.
What is Performance Management? Firstly, it is not
synonymous with the term ‘appraisals’. Dr. Aubrey
Daniel, the author of this book says:“In simplest terms,
it’s a way of getting people to do what you want them
to do and to like doing it.”
Performance Management is also not about perfor-
mance reviews, organizational hierarchy, or pats on
the back. Rather, it is a scientific approach to manag-
ing behavior rooted in the field of behavior analysis, he
says in his book.
You all know “What gets measured gets done.” How-
ever, measurement alone doesn’t change behavior.
Book Review: Bringing Out
the Best in People
Using the power of positive reinforcement to
bring about lasting behavior change
Vivek Hattangadi
16. Vivek Hattangadi | Book Review: Bringing Out the Best in People
Consequences do. Measurement is necessary for
efficient change but in no way is it sufficient.
And for this ABC Model works the best. The ABC
Model establishes the relation between Anteced-
ent events, Behavior, and its Consequences.
“Surprise!”, he says, “People don’t do what you tell
them to do”. If they did, the corporate world would
have been a much better place. Why telling alone
does not bring out the best? Because this does not
change the behavior of people. There are two ways
to change behavior.
Do something before the behavior occurs and af-
ter the behavior occurs.What comes before the be-
havior is antecedent; what comes after the behav-
ior is consequence. Antecedents set the stage for
the behavior to occur and the consequences alter
the probability that the behavior will occur again.
An antecedent is what comes before a behavior,
what sets the stage for the behavior to occur.When
managers want their employees to do something,
they resort to antecedents like assigning a task,
giving instruction, setting a deadline, providing
training.
These are all helpful and necessary steps, but an-
tecedents typically have a short shelf life.They acti-
vate and direct behavior, but they don’t do a good
job motivating behavior for an extended period of
time.
Antecedents have limited control over behavior. An
effective antecedent gets a behavior to occur once.
Consequences get it to occur again and again.
An effective antecedent gets a behavior to change
once.You invest heavily in antecedent activity such
as circulars, slogans and motivating activities. Be-
cause antecedents get the behavior to change
once or twice, you must continually repeat the
messages. Antecedents are important to initiate
behavior, but not sufficient to sustain behavior.
16 | MedicinMan April 2018
“
Antecedents have limited control
over behavior. An effective
antecedent gets a behavior to occur
once. Consequences get it to occur
again and again.
17. Vivek Hattangadi | Book Review: Bringing Out the Best in People
What can really motivate people to repeat a behav-
ior over time are the consequences it produces.
This is common sense, if you think about it. If a
behavior produces a favorable result, you’re more
inclined to repeat it, right? In fact, everything you
do on a regular basis has been reinforced in some
manner. This reinforcement is a powerful factor in
shaping your behaviors, whether you’re conscious-
ly aware of it or not.
Behavior therefore, is a function of its consequenc-
es. People do what they do because of what hap-
pens to them when they do it. The behavior of
people is the only way anything is accomplished
in business. Organizational accomplishment is
dependent on behavior. Improvements in quality,
increases in productivity, or creativity are the result
of asking people to change.
Behavioral consequences are those things and
events that follow a behavior change the probabil-
ity that the behavior will be repeated in the future.
In order to get your people to respond you must
understand the ‘why people do what they do’,
which is a function of consequences.
Negative reinforcement generates enough behav-
ior to escape or avoid punishment. Improvement
is described as “just enough to get by”. Positive re-
17 | MedicinMan April 2018
“
Negative reinforcement generates
enough behavior to escape or
avoid punishment. Improvement is
described as “just enough to get by”.
Positive reinforcement generates
more behavior than is minimally
required. Positive reinforcement
is important for putting in
discretionary efforts. Its presence
can maximize performance.
18. Vivek Hattangadi | Book Review: Bringing Out the Best in People
inforcement generates more behavior than is mini-
mally required. Positive reinforcement is important
for putting in discretionary efforts. Its presence can
maximize performance.
Discretionary effort is the level of effort people
could give if they wanted to, but above and be-
yond the minimum required. (See figure 2) Many
managers manage performance in such a way that
motivates employees to do only enough to get by
and avoid getting in trouble through negative re-
inforcement.
The only way organizations can earn discretion-
ary effort is through the effective use of positive
reinforcement. Positive reinforcement is any con-
sequence that increases the probability of the be-
havior that it follows. The more likely that people
experience positive and immediate consequences
for their behavior, the more likely they will be to en-
joy what they are doing and gladly go above and
beyond the minimum required.
By eliminating negative consequences for critical
business behaviors and then building in frequent
positive consequences for those same behaviors,
organizations can tap into the discretionary efforts
of their workforce. Not only is this good for busi-
ness, it’s good for the organizational culture and
the workforce.
This is what performance management is all about.
Every HRD Manager and every General Manager
or Vice President must study and absorb the book-
Bringing Out the Best in People: How to Apply the
Power of Positive Reinforcement. It is published by
McGraw Hill Publications. An investment of US$ 30
will surely pay rich dividends. M
18 | MedicinMan April 2018
Vivek Hattangadi is a
Consultant in Pharma
Brand Management and
Sales Training at The En-
ablers. He is also visiting
faculty at CIPM Calcutta
(Vidyasagar University)
for their MBA course in
Pharmaceutical Management.
vivekhattangadi@theenablers.org