This document provides details about Priya Bhatavadekar's experience and credentials working in medico-marketing in the pharmaceutical industry over the past 15 years. She currently runs her own consultancy firm, Priomed Consultants, which provides various services to pharmaceutical companies such as product development, marketing strategies, and medical education. Priomed Consultants works with both large multinational companies and Indian pharmaceutical firms across multiple therapy areas.

1. Priya Bhatavadekar

2. SUMMARY
With over fifteen years’ experience at various levels of hierarchy in Medico-
Marketing and training & development of medical representatives and sales
managers in the pharmaceutical industry, I am presently working as a Director of my
dream venture, Priomed Consultants, a firm actively involved in providing medico-
marketing solutions to the pharmaceutical companies right from the
conceptualization of the brand to launching as well providing post launch strategies.
Priomed Consultants has also been involved in providing medicomarketing
consultancy to pharmaceutical companies for identifying new areas of growth and
medical support for their brands in different therapy areas like gynaecology,
orthopaedics, gastroenterology, nutraceutics and cosmetology.
With a indepth knowledge of the different therapy segments and pharma market
dynamics and long experience of pharmacotherapeutics as well as nutraceutical and
cosmeceutical areas, Priomed Consultants has been able to carve a niche for itself by
offering innovative services to multinationals and pharma majors like Merck,
Novartis Ltd, Elder Pharmaceuticals, Unichem, Alembic, Sun Pharmaceuticals,
Ranbaxy, Surgilinks, Questa care US, Elan Pharma, Puneet Laboratories etc.
MAJOR STRENGTHS AND SKILLS
• Knowledge of intricacies of Medico-Marketing
• Creativity and Innovation in conceptualization of ideas to execution
• Strategy planning & Operations
• Organizing & Result orientation
• Time management

3. HIGHLIGHTS
Jan 2007- Till date Priomed consultants
Proprietor
Priomed Consultants services are divided into two major
activities:
CONSULTANCY SERVICES & CUSTOMIZED MEDICOMARKETING SOLUTIONS
CONSULTANCY SERVICES
The firm provides medico-marketing advisory services to growing pharma companies
wanting to outsource their medical departments. These services can be roughly divided
into advisory support and content development support.
Advisory
• New product suggestion
• Identification and development of new therapy growth areas in
pharmacotherapeutics, nutraceutical as well as cosmeceutical fields
• Developing new indications for existing and new brands
• Providing Medical conceptualization for developing rationales
• Suggesting promotional inputs for marketing activities
Data generation
• Providing regular references as marketing support to product management
• Developing indepth medico information database for products
Concept development and strategizing
• Identifying medical brand positioning
• Providing medical differentiation to brands vis-à-vis competition
• Ideation, visualization and development of communication theme
• Strategizing medical inputs in tune with communication theme
• Developing medical USPs for the brands
• Repositioning of existing brands vis-à-vis new introductions
• Developing new indications for existing and new brands
Feedback and response
• Handling field, physician and PMT medical queries
• Regular interaction with PMT regarding promotion and content
•
Training and development
• Developing medical training modules
• Imparting training to medical reps/ PMT/ export sales reps/ BD team

4. Major Clients:
Puneet Laboratories, Questa care US, Surgilinks ( Kenya), Elan Pharma
Achievements:
• Setup the medicomarketing team in Puneet Laboratories, and provided medical
support to business development team, exports, regulatory, and digital
marketing teams.
• Developed the digital marketing concept and content for Supernutra Rx , the
online nutraceutical portal and interface of Puneet Laboratories.
• Launched Rekfa Gold brand in Kenya , Questa care and providing medical
support for its launch as a dietary supplement in USA. ( www.rekfagold.com)
• Managing medical department of Elan Pharma, and actively engaged in
medicomarketing activities for Probiotic brand Rinifol and Oracep. Launched
Rinifol Z, a brand which achieved a sales figure of 2 crores in the first year of
launch.
• Developed indepth medical rationales for almost 40 fixed dose combinations.
CUSTOMIZED MEDICO-MARKETING SOLUTIONS
Priomed Consultants provides customized medcicomarketing solutions to pharma majors
and nutraceutical food supplement organisations in areas of gynaecology, oncology,
dermatology, sports nutrition, neurology, etc.
The deliverables include:
• Writing of scientific articles for publication in scientific journals
• Developing medico-marketing concepts for brands
• Preparing In-depth Product monographs
• Providing CME conceptualization and content development
• Preparing training manuals and slides
• Developing newsletter content
• Preparing visual aid and leave behind literature copy
• Customer focused ideas for new product launches
• Medical support for new and existing products
• Preparing medical rationales for registrations
• Strategizing promotional inputs in tune with communication theme
• Conducting promotional trials for brands
• Preparation of product manuals, medical slides and medical rationales
• Providing references as marketing support to product management.
• Imparting training to medical representatives and sales managers.
• Answering doctor and field queries
• Developing script and content for flash presentations
• Conceptualising and developing website plan and content for nutraceutical and

5. cosmeceutical products
Major Clients:
Merck India, Elder Pharmaceuticals, Novartis, Unichem, Alembic, Hetero, Piramal
Healthcare, Sun Pharmaceuticals, Ankur Pharma, Ranbaxy, Allergan, Unichem, Sunlife
Pharmaceuticals, Omega herbs, etc.
Achievements:
 Worked with more than 150 brands in different areas of in areas of
pharmacotherapeutics and nutraceutics and cosmiceutics
 Launched around 25 brands across therapy segments
 Launched Pruquin (Prulifloxacin) for the first time in India with a unique medical
positioning
 Developed the concept of O7 - Youth nutriessentials, an antiageing omega 3-9
complex by Omega herbs. A detailed positioning encompassing the role of
essential fatty acids in ageing was worked out highlighting the use of O7 as a
premium high end cosmeceutical.
(https://www.youtube.com/watch?v=lAzZhAgMbJM ,
http://www.omegaherbs.com/nutriessentials-more.html )
 Provided new medical positioning for fluroquinolone roxithromycin (Roxid)
 Developed a complete new positioning to Chymoral an age old molecule
 Worked out a unique communication themes for Rabecar, Orazinc ( zinc carnosine
brands) , Canitross ear drops , More HDL for Albatross
 Developed launch concept for Vipul, an ayurvedic formula for metabolic
syndrome. The entire concept was developed with a scientific positioning to
physicians, cardiologists and surgeons and promotional inputs in line with the
communication theme were worked out for the launch by Sunlife Pharmaceuticals.
 Created a unique positioning for KSM-66 , a patented ashwagandha extract for use
in sports nutrition

6. PAST EXPERIENCE
May 2005 – Jan 2007 Cosme Farma Laboratories
Manager- Medico-marketing Services
 Managed medical activities of 3 divisions, Cosme Healthcare, Cosme-medicare,
and CFL
 Designing protocols for evaluation of drug efficacy and safety
 Providing CME conceptualization and content development
 Conducting PHASE – III clinical trials and postmarketing surveillance studies.
 Imparting training to medical representatives and sales managers
 Answering doctor and field queries
Achievements
Launched new formulations and novel concepts for the first time in India viz:
Fluconazole gel 0.5 % w/w, Fluconazole lotion 2 %, Azithromycin gel, Vonder.
Nov 2003- April 2005 Nicholas Piramal India Limited
Manager- Medical Information
 Part of a knowledge management initiative
 Extensive use of the internet for referencing and developing product database
 Providing references as marketing support to product management
 Imparting training to medical representatives and sales managers
 Answering doctor and field queries
Aug 01- Nov 03 CFL Pharmaceuticals Limited
Deputy Manager - Medical Services
 Preparing documentation for DCGI approvals.
 Instrumental in obtaining DCGI approval for clindamycin+ benzoyl peroxide gel for
the first time in India
 Extensive use of the internet for referencing and developing product database
 Imparting training to medical representatives and sales managers
 Preparation of product manuals, medical slides and medical rationales.
Achievements
Active participation in the following launches: DBSIX, APIMORE, PENTASTAR,
COSZOL-D, LORDAY, COSDOME, PERNEX–AC, FLUCOS-TZ, GENCART in gynaecology,
gastroenterology, paediatric, dermatology and orthopaedic segments.

7. ACADEMICS
PUBLICATIONS
 Evaluation of efficacy and tolerability of 2 % azithromycin lotion, Indian
practitioner, 2007; 60 (1) 21-8
 Advanced glycation end products; Implications in diabetic complications,
Indian Practitioner; 2006, 59(9): 573-79
 Efficacy and safety of mucopolysaccharide polysulfate in treatment of
postoperative scar treatment, Indian Practitioner, 2006; 59(6); 371-76
 Evaluation of efficacy and tolerability of Ferrous bisglycinate in the treatment
of iron deficiency anemia, Indian medical Gazette, 2006; 135-40
 Evaluation of efficacy and tolerability of fluconazole 2% gel in the treatment
of tinea cruris and Tinea corporis, Indian Practitioner; 2006, 59(4): 213- 9
 Audiovestibular functions in the diabetic patients, IMG, Oct 2005, 418-21
 Post Marketing Surveillance study of Iron Polymaltose Complex – Review of
its efficacy and safety in Iron deficiency anaemia in Indian Population- IJCP
, 2002, 6 (12): 256-59.
 Oxidative stress in pregnancy- Role of iron therapy, Obs and Gynae Today,
2001, 6 (12): 703-707
PERSONAL DETAILS
Status: Married and blessed with a ten year old son.
Husband, Financial consultant.
1998- 2001 Master of Pharmacy (Pharmacology )
Department. Of Pharmacology, Grant Medical College Mumbai
1999-2000 Diploma in Marketing Management
Principal L. A. Welingkar Institute of Management Studies, Mumbai
1994-1998 Bachelor of Pharmacy, U.D.C.T., University of Mumbai.

8. Thank you