Change Management Marketing

1. Change to ensure
commercial
success >>>
By Manas Ranjan Bhuyan
B-Pharma, MBA, MMM
9819316456

2. Presentation outline
What & Why of Change?
How do you ensure successful organizational change?
How do you manage change in today's fast-paced business environment?
What is the most important key to the successful organizational change ?
How are companies changing their strategies to compete in a new business
environment ?
Key take home…

5. The Change man of Indian Pharma
1. Conceptualised and introduced Visual Aid (in Glaxo Boros Welcome)
2. Introduced dress code for Medical Representatives (in Stancare-Ranbaxy)

6.  Postal DCR to Online
 Print VA to Digital
 Manual Stockist Order to
Automatic Reordering Software (AI)
Change leader in Indian Pharma

7. For moving from Primary focus to Secondary focus
Change leader in Indian Pharma
 Change in field force goal

8. 5 days working culture for
field force…
For Separate go-to-market team
responsible for meeting stockist and
collecting orders…
 Change in SFE structure …
Change leader in Indian Pharma

9.  Faster adoption to virtual detailing platform
Recent Change in Indian Pharma

10. Evolution of focus for IPM…

11. Organizational change in pharma, refers to the
actions in which a business alters a major
component of its organization, such as
 Culture & Values
 Business/ Portfolio focus
 Customer, Employee engagement & Patient service
 Product promotion/ Technologies
 Distribution process
What & Why of change?
What? Why?
 keep abreast with current market
trends (Customer calling)
 Predictability of business transitions
 Business efficiency
 Sustainability
 Give competitive advantage
 Employee motivation, moral & skill
 Market & Shareholders admiration

12. Challenges to bring change…
1. Frequent changes in regulatory & compliance norms
2. Rising cost of working capital
3. Fast changing technology as well as customer needs
4. Strong priority towards revenue/ sales number
5. Feeling of insecurity at leadership space
6. Mind-set of higher management towards newer technology
7. Rare orientation towards experimentation & innovation
8. Fear of failure
9. Lack of project management skill among the leadership team

13. 1. Root Cause Analysis is the foundation of change request
2. Clearly state your vision for the future
3. Set short-term goals
4. Start at the top
5. Ask employees what they think
6. Stay on top of resistance
7. Create new communication channels
8. Become an early adopter
9. Have patience
How do you ensure successful organizational change ?

14. How do you manage change in todays fast paced
business environment ?
 A sharp business intelligence team in place
 Technology like AI, machine learning & big data
 Effective tracking and monitoring systems
 Creating a dedicated project management team comprises of
experienced staff
 Reward and recognition for the implementers & administrative
team
 Collaborations with allied industries, & law maker, stake holders
including educational institute like IIT & IIM (Project basis)

15. How are companies changing their strategies to
compete in a new business environment ?
1) Collaborative
Product Promotion
approach
2) Shift in
Customer focus
GP
Focus
Speciality
Focus
3) Collaboration with
strong technology
leaders
4) Tie-ups with
Research
institutes
5) Disruptive
distribution
channels

16. What is the most important key to the successful
organizational change ?
• Incentivise the smart
implementers
• Support the back runners
• Share the success stories
• Setting of timely milestones
• Technology & Tool to measure
outcomes
• Involve tech consultants/
partners
• Support the leadership team
with workshops and
educational tools
• Mentoring support for
leadership team
• Training on design thinking
• Change management &
project management
• MBO Approach
• Creation of a dedicated project
management team
• Proper Root Cause analysis, RCA
• Design Thinking tool in place
• Toolkits to create, Goal setting &
measurement matrix in place
• Budget
• Staff
• Time line Planning before
Change
Support to
Leadership
Rewards &
Recognitions
Effective
Measurement
systems/
Technology

17. Key take home
Sir please put your points …

18. "The price of doing the same old thing is
far higher than the price of change.“
Bill Clinton.