1. The document describes a marketing project aimed at increasing the market share of Nexito, an antidepressant brand, to 27% by December 2014 through understanding Sun Pharmaceutical's marketing strategy and competition in terms of product, price, promotion, and place.
2. Secondary analysis of market data found Nexito has 23.3% current market share but growth is slowing, while competition from new brands is increasing. Prescription trends among psychiatrists, neurologists, and physicians were also examined.
3. Primary market research involving surveys of 140 doctors found the most important factors in prescribing decisions are efficacy, safety, quality, and availability of medicines. Additional factors include the role of sales representatives, scientific
Organizations often lack an effective strategy management process that allows executives and managers to turn the strategy into operational results. A strategy management office is an organizational unit that manages both strategy development and execution in an integrated way.
Organizations often lack an effective strategy management process that allows executives and managers to turn the strategy into operational results. A strategy management office is an organizational unit that manages both strategy development and execution in an integrated way.
New Product Planning in the Pharmaceutical IndustryAnthony Russell
Lecture presented in the Competitive Intelligence and Pricing course as part of the University of Southern California Master of Science in Healthcare Decision Analysis program. Presented on June 14, 2020 at USC via Zoom. The lectures gives an overview of what new product planning is in the pharmaceutical industry, what tools are used during new product evaluations, and the key elements of a new product business case. The lecture includes a couple of case studies to be worked on by the class.
Pre-Launch Planning: Priming Your Pharma Brand For Profit And Success (mini)Eularis
In today’s environment, Pharmaceutical companies find themselves in a bind. Until recently, if drugs made over $500 Million in annual revenue within 3 to 5 years of launch, they were considered hugely successful. They were a support to an extensive company portfolio and a component of greater company profit.
However, things have changed. The standards for a successful drug have become much higher and much more dangerous. With so many revenue-producing drugs going off patent, companies are facing large holes in their balance sheets and sales that are increasingly slow.
Plus, with the stakes high and available funds low, pipelines are drying up. Add to this the closer scrutiny of safety issues, the rise of Generics, slower physician acceptance and adoption of new therapies, and the Pharma Industry is in trouble.
More and more, companies are expecting marketers to be instrumental at the key moment of launch, and marketers are under extreme pressure. To deliver on the high hopes of Pharmaceutical brand launch, companies must engage in comprehensive pre-launch planning.
In this report we analyze why launch is increasingly important, the issues involved in pre-launch planning, including key organizational strategies, marketing tactics, regulatory considerations, global issues, and methods for ensuring the most effective plans.
New Product Planning in the Pharmaceutical IndustryAnthony Russell
Lecture presented in the Competitive Intelligence and Pricing course as part of the University of Southern California Master of Science in Healthcare Decision Analysis program. Presented on June 14, 2020 at USC via Zoom. The lectures gives an overview of what new product planning is in the pharmaceutical industry, what tools are used during new product evaluations, and the key elements of a new product business case. The lecture includes a couple of case studies to be worked on by the class.
Pre-Launch Planning: Priming Your Pharma Brand For Profit And Success (mini)Eularis
In today’s environment, Pharmaceutical companies find themselves in a bind. Until recently, if drugs made over $500 Million in annual revenue within 3 to 5 years of launch, they were considered hugely successful. They were a support to an extensive company portfolio and a component of greater company profit.
However, things have changed. The standards for a successful drug have become much higher and much more dangerous. With so many revenue-producing drugs going off patent, companies are facing large holes in their balance sheets and sales that are increasingly slow.
Plus, with the stakes high and available funds low, pipelines are drying up. Add to this the closer scrutiny of safety issues, the rise of Generics, slower physician acceptance and adoption of new therapies, and the Pharma Industry is in trouble.
More and more, companies are expecting marketers to be instrumental at the key moment of launch, and marketers are under extreme pressure. To deliver on the high hopes of Pharmaceutical brand launch, companies must engage in comprehensive pre-launch planning.
In this report we analyze why launch is increasingly important, the issues involved in pre-launch planning, including key organizational strategies, marketing tactics, regulatory considerations, global issues, and methods for ensuring the most effective plans.
Getting Started in Policies and Procedures: Lessons LearnedJamye Sagan
So you have been asked to help devise and maintain policy and procedure (P&P) documentation - congratulations! Your technical communicator superpowers will make you a super asset in this field. In this presentation, I share six things I learned when getting started in P&P.
Presented during Policies and Procedures SIG Progression, 2015 STC Summit, 23 June 2015
Lessons My Cat Taught Me About Instructional DesignJamye Sagan
Sometimes, technical communicators may be required to design training materials and programs for their subject matter – even if they have never formally studied instructional design. In this progression topic, the speaker will share photos and anecdotes of her beloved cat Gimli in discussing five lessons she has learned over the years about developing training courses and related materials.
Presented as part of the Career Progression at the 2016 STC Summit, 16 May 2016
Intersectionality: A Space for Theoretical and Practitioner Discussion
Saturday 22nd and Sunday 23rd November 2014
The School of Oriental and African Studies, The University of London
Biography and Abstract
Jason Haye created Project 5am in 2007, stimulated by a peak experience during that exact moment in time and the Allen Ginsberg poem ‘Five am’. It was under this banner where Haye started to produce a series of interdisciplinary art works. Projects include the electronic album ‘Quixotes of Moons Fight The Windmills of Brixton’ and the experimental short film ‘Some kind of wonderful’ which was one of the films chosen for the Danish film auteur Lars Von Trier community project 'Gesamt' at the 2012 Copenhagen Art Festival.
A curiosity to find an academic language for the intuitive process of Project 5am led Haye to study a BA Fine Art degree at the University Campus of Suffolk. Haye graduated in 2014 and his latest project titled ‘Flux Without Pause’ highlights how matching micro-narratives against meta-narratives in the ‘third space’ is key for transformation and change. The inspiration for ‘Flux Without Pause’ came from Haye’s own experience of challenging institutional racism during his final year at university.
A Loopy Yarn: Knitting and Technical CommunicationJamye Sagan
Although knitting and technical communication seem like two disparate disciplines, they actually share several things in common. This presentation highlights some of these similarities through the journey of creating a knitted item from start to finish.
Presented at 2016 STC Summit Lightning Talk (18 May 2016) and at IDL SIG Virtual Lightning Talk (18 August 2016)
Epilepsy Drugs Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Op...IMARC Group
The global epilepsy drugs market size reached US$ 2.3 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 4.4 Billion by 2032, exhibiting a growth rate (CAGR) of 7.16% during 2024-2032.
More Info:- https://www.imarcgroup.com/epilepsy-drugs-market
Febrile Neutropenia Market 2023: Epidemiology, Industry Trends, Size, Share A...frankmorgan27
The growing utilization of chemotherapy or radiation therapy, which can hinder the bone marrow’s ability to produce new blood cells, is primarily driving the febrile neutropenia market.
Bulimia Nervosa Market 2023: Epidemiology, Industry Trends, Size, Share And F...frankmorgan27
The elevating cases of abnormalities in brain chemistry or neurotransmitter systems, including the serotonin system, are primarily stimulating the bulimia nervosa market.
Menkes Disease Market 2023: Epidemiology, Industry Trends, Size, Share And Fo...frankmorgan27
The elevating cases of X-linked genetic disorders resulting from a non-working gene on the X chromosome are primarily augmenting the Menkes disease market.
Personalized Medicines - Enhancers of Life's Quality and Their Future SindhBiotech
This lecture is presented by our volunteer Bushra Umer, she is from Karachi, Pakistan, and she is covering "Personalized Medicines - Enhancers of Life's Quality and Their Future ".
For video: https://www.youtube.com/watch?v=BSrgJaBYuxg
2016. Dosage Form Optimization: Technology to Advance the Patient-Centric Dru...Valentyn Mohylyuk
A supplement to American Pharmaceutical Review
September / October 2016
Dosage Form Optimization: Technology to Advance the Patient-Centric Drug-Development Process
Catalent Development
Epidemiology is the study of occurrence, distribution and determinants of health and
diseases or disorders in man and its application in controlling health problems.
Epidemiology has by tradition two major areas.
First is the study of infectious diseases that spread to large populations, i.e., epidemics.
The second is the study of chronic diseases.
Epidemiological studies help to solve such health problems and provide a basis for
improving living conditions of the people.
During its progress and development, epidemiology has made available precise and
strict methodologies for the study of diseases.
Pharmacology is the study of the effects of drugs.
Clinical Pharmacology is the study of the effects of drugs in humans, It is traditionally
divided into two basic areas namely:
1. Pharmacokinetics
2. Pharmacodynamics.
Pharmacokinetics is the study of the relationship between dose administered of a drug
and the serum or blood level achieved, it deals with absorption, distribution, metabolism
and excretion.
Epidemiology is the study of the distribution and determinants of diseases in
populations.
Epidemics is the study of chronic/ infectious diseases in large populations.
Pharmacoepidemiology is the study of the use of and the effects of drugs in large
number of people.
It involves the examination of a single individual or large groups of people followed for
many years.
It involves gathering & analysis of information in order to identify possible causation &
related factors, that can be applied in clinical practice to group of people & also to
individuals undergoing treatment.
an important ppt for medical students and prescribing clinicians of medicine..... which deals with the methodology of right prescribing...... enjoy reading.... <3.... satya
Similar to Project report pgemp32 a 02_2015_9_feb_2015 (20)
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
1. Project Title:
To achieve 27% market share for Nexito, the fast growing antidepressant
brand through understanding of the marketing strategy of the company and
competition in terms of Product, Price, Promotion, Place by Dec 2014.
NAME: Dr. Samiran Adhikari, MBBS,MD
Batch No.: PGEMP32
Company & Location: Sun Pharmaceutical
Industries Ltd., Mumbai
Roll No : A / 02
Mentor: Dr. Surendra Borgharkar
Guide: Prof. M.S. Rao, SPJIMR
2. Genesis of the Identified Issue
1. Nexito has 23.3% market share and is growing faster than the market at
22%, thus gaining market share.
• growth in the antidepressant market is mainly driven by the growth in
combination market
• The prescription support from psychiatrist (which is the core specialty)
needs to be strengthened along with newer avenues to grow from
other specialties such as con. Physician, cardiologist, etc.
Value* MS Growth Change**
Total Antidepressant Market 756 100% 9%
a. Escitalopram Market 94.15 12.5% 9% 0
b. Escitalopram Combination Market 116.4 15.4% 19% 1.3
Total ESC + ESC Combination Market 210.55 27.9%
Value* MS Growth Change**
Total ESC + ESC Combination Market 210.55 100.0%
Nexito 22.62 24.0% 16 1.4
Nexito Plus 12.59 10.8% 33% 1.1
Nexito Forte 10.85 9.3% 21% 0.2
Nexito LS 3 2.6% 33% 0.3
Total Nexito 49.06 23.3% 22%
* Value in Crore, ** Change in MS
3. Objective
1. To study the antidepressant market drivers and analyse the key
factors influencing the prescription decision of various specialties.
2. To understand the role that can be played by the medical sales
representative, the brand manager, at SPLL & see what role each
person can play in achieving 27% MS for Nexito and FDC of Nexito.
3. To design specific strategies with respect to product, price,
promotion and place to increase market share of Nexito.
4. Secondary
Analysis
1. Market
Overview -
Antidepressant,.
Escitalopram, and
Escitalopram
Combinations
2. Overall
Prescription
trend –
Antidepressants,
Escitalopram and
Escitalopram
combinations
3. Prescription
response share
trend of
antidepressants,
escitalopram and
escitalopram
combinations
amongst
Psychiatrists
4. Prescription
response share
trend of
antidepressants,
escitalopram and
escitalopram
combinations
amongst
Neurologists
5. Prescription
response share
trend of
antidepressants,
escitalopram and
escitalopram
combinations
amongst
Physicians
6. Internal
Sales
Performance
7. SWOT
8. Medical
Review of
Literature
Secondary Analysis
1. IMS –Org
2. C-MARC
3. Internal Sales
Data
4. Medical Review
of Literature
(PubMed)
6. Market Overview - Antidepressant,.
Escitalopram, and Escitalopram Combinations
760
Antidepressants
100% (9%)
Monotherapies
64.3%
TCAs
16%
SSRIs
32%
ESCITALOPRAM
12.4 % (9)
SERTRALINE
6.9 % (9)
PAROXETINE
5.8 % (8)
FLUOXETINE
4.1% (5)
FLUVOXAMINE
2.8% (4)
Others
16.3%
Combinations
35.7%
ESCITALOPRAM +
CLONAZEPAM
15.4% (19)
FLUPENTHIXOL +
MELITRACEN
8.5% (-14)
OTHERS
11.8%
• Esc + Clonazepam & Escitalopram are the major growth drivers.
• Most antidepressants shows growth slower than the market with loss or stagnancy
in MS
7. Value* MS Growth
Total Antidepressant Market 756 100% 9%
a. Escitalopram Market 94.15 12.5% 9%
b. Escitalopram Combination Market 116.4 15.4% 19%
Total ESC + ESC Combination Market 210.55 27.9%
Market Overview - Antidepressant,.
Escitalopram, and Escitalopram Combinations
Value* MS Growth Change**
Total ESC + ESC Combination
Market 210.55 100.0%
Nexito 22.62 24.0% 16 1.4
Nexito Plus 12.59 10.8% 33% 1.1
Nexito Forte 10.85 9.3% 21% 0.2
Nexito LS 3 2.6% 33% 0.3
Total Nexito 49.06 23.3%
* Value in Crore, ** Change in MS
8. Prescription trend – Indications
PSYISICIAN:
1. Higher PD & PC in Depression, Anxiety neurosis , Anxiety with depression
2. Lower PDPC in OCD
3. Good PDPC in somatic disorder for Nexito Plus/ Forte
4. Good PDPC for sleeplessness for Nexito forte
NEUROLOGIST:
1. Higher PDPC in Hypertension, anxiety neurosis & depression
2. Good PDPC in CVA for Nexito (post stroke depression)
3. High PD for Nexito & combination in Headache & vertigo
PHYSICIAN / CARDIOLOGIST:
1. Good PDPC in Hypertension, anxiety neurosis, IBS (more Prescriptions to
Tryptomer)
2. Prescriptions in CVA & IHD for Nexito (promotion to cardio in post stroke / MI
dep)
9. Co-morbidity: Mood & Anxiety Disorders
Medical Illness Prevalence of Depression
Diabetes mellitus 25%
Stroke 27% to 35%
Myocardial infarction 20%
Acute coronary syndromes 15% to 23%
10. Major findings from Secondary Analysis
1. Shift towards Combination from monotherapy
2. Decline in Prescriptions of Nexito Forte / LS
3. Slowdown in the growth rate of Nexito 20
4. Significantly increased competition from new escitalopram & combination
Brands
5. Prescription loss from shift to newer antidepressant / anxiolytics combination.
Alternatives
6. Opportunity created by withdrawal of Flupenthixol + Melitracen combination
7. Major comp. brands showing a declining Prescription trend - right time for
conversion
8. Increase PDPC in the treatment of OCD, panic disorder and PTSD.
9. Significant increase in sales return
10. 30% territories not on target for Nexito; 14% territories with less than 5%
growth
11. SWOT analysis
STRENGTHS WEAKNESSES
1. First line antidepressant therapy with acceptance across all
specialty.
1. Decline in Prescriptions of Nexito Forte / LS from Neuro & CP
2. Leadership in the fastest growing antidepressant molecule. 2. Slower growth of higher strength - Nexito 20
3. M.S. gain in plain as well as combination market 3. Worldwide decline is observed in antidepressant market
4. Wide availability across the country
4. All territories are not performing to their potential and high
sales return
5. Good Brand recall 5. Reduced focus on digital campaign and modern medium
OPPORTUNITIES THREATS
1. Major comp. brands showing a declining Prescription trend -
right time for conversion
1. Shift of Prescriptions to new introductions in antidepressant &
BZD combination market.
2. Good perception in Hypertension, CAD, CVD patients -
Promotion in post stroke . Post MI patients
2. Brands from regional companies, new entrants in CNS gaining
momentum
3. Increase PDPC in the treatment of OCD.
3. Prescribers converted from Flu + Mel comb. Shifting back to Flu
+ Mel. - loss of Prescriptions for Nexito comb.
12. Primary Analysis
1. There are 7 set of
questions on
(variables on a
scale 1 to 5)
2. Likert data
3. EFA
4. ANOVA
5. SPSS 22
Primary
Analysis
1. Overall factors
influencing
prescription
behaviour
2. Perception of
Escitalopram,
paroxetine and
mirtazapine in
antidepressant
market
3. Overall
impression
Nexito, Cipralex
and Rexipra
escitalopram
market
4. Perception of
Sun Pharma vs
other Pharma
companies
5. Usefulness of
monotherapy
( Nexito) and
combination therapy
(Nexito Plus, Nexito
Forte and Nexito LS
6. Impact of
price increase on
continuation of
prescribing the
same brand i.e.
Nexito
7. Brand
Personality of
Nexito
19. The total variance explained 62.6 percent
P1
Component
Initial Eigenvalues
Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
%
1 2.820 31.335 31.335 2.820 31.335 31.335 2.638 29.308 29.308
2 1.741 19.343 50.679 1.741 19.343 50.679 1.663 18.475 47.783
3 1.073 11.924 62.602 1.073 11.924 62.602 1.334 14.819 62.602
4 .954 10.596 73.198
5 .727 8.079 81.277
6 .575 6.385 87.662
7 .470 5.228 92.890
8 .351 3.900 96.789
9 .289 3.211 100.000
Extraction Method: Principal Component Analysis.
20. Rotated Component Matrixa
P1
Component
3
.128
.182
.148
.180
-.164
Availability at chemists .866
Economical Price .162 .176 .685
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.
1. Data from 140 subjects show factor 1 consisting of sharp sales person,
scientific meeting, company image and product literature accounts for 31.3%
of variance of prescribing behavior of doctors surveyed.
2. Factor 2 consisting of safety, quality of medicine and efficacy accounts for
19.3% of variance of prescribing behavior of doctors in India and
3. Factor 3 comprising of availability at chemists and economical price accounts
for 11.9 % of prescribing behavior of doctors in India.
21. Overall Prescribing Decision
1. Data from Mumbai Psychiatrists show Price, safety and efficacy accounts for
38% of prescribing behaviour of psychiatrists in Mumbai.
2. Availability, and quality of medicine accounts for 24.4% of prescribing
behavior of psychiatrists in Mumbai
Efficaccy
Safety
Quality of Medicine
Price
Availability
Company
Image
Sharp Sales Person
Product
Literature
Scientific
Meeting
-2.0
-1.5
-1.0
-0.5
0.0
0.5
1.0
1.5
2.0
-3 -2 -1 0 1 2 3
FACT2(24.4%)
FACT 1 (38.0%)
Factor Plot
P1
22. Result: Overall Prescribing Decision
Additional attributes were analyzed after removing the core product benefit
areas mentioned above.
Sharp MR and Company image scores over scientific meeting and product
literature.
P1
23. Q2. Please describe your perception of Escitalopram , Paroxetine and Mirtazapine for
the following attributes:
Poor Below Average Average Above Average Great Not Applicable
Improve Emotional symptoms of depression
Improve Physical
symptoms of depression
Improve Psychic Anxiety
Improve Somatic Anxiety
Improve Insomnia
Improve Work and activity
Improve OCD symptoms
Prevent Relapse
Improve comorbid Depression with CAD/HT
Improve comorbid Depression with Stroke
Improve comorbid Depression with DM
Elderly Depressed
Depression in Women
Cardiac safety
GI tolerability
CNS side effect
Sexual Dysfunction
Drug Interaction profile
P2
24. Efficacy in depression and associated symptoms
P2
A. Efficacy in depression and associated symptoms.
Dependent Variable (I) Allocation (J) Allocation
Mean Difference
(I-J) Std. Error Sig.
Improve Imotional
Symptoms
Escitalopram Paroxetine .55000 .30305 .174
Mirtazapine .65000 .30305 .090
Improve Physical
Symptoms
Escitalopram Paroxetine .55000 .26141 .098
Mirtazapine .15000 .26141 .835
Improve Psychic Anxiety Escitalopram Paroxetine -.35000 .29721 .471
Mirtazapine .50000 .29721 .221
Improve Somatic Anxiety Escitalopram Paroxetine -.45000 .30175 .303
Mirtazapine .05000 .30175 .985
Insomnia Escitalopram Paroxetine -.60000 .27705 .086
Mirtazapine -1.65000
*
.27705 .000
Work Escitalopram Paroxetine .55000 .25581 .089
Mirtazapine .45000 .25581 .193
OCD Escitalopram Paroxetine -.35000 .30015 .478
Mirtazapine .85000
*
.30015 .017
Relapse Escitalopram Paroxetine .45000 .26141 .206
Mirtazapine .85000
*
.26141 .005
*. The mean difference is significant at the 0.05 level.
25. Efficacy in comorbid depression and depression in special population
P2
Dependent Variable (I) Allocation (J) Allocation
Mean Difference
(I-J) Std. Error Sig.
Improve depression with
CAD and Hypertension
Escitalopram Paroxetine .70000
*
.25955 .025
Mirtazapine .90000
*
.25955 .003
Improve depression with
Stroke
Escitalopram Paroxetine .60000
*
.24189 .042
Mirtazapine .65000
*
.24189 .025
Improve depression with
DM
Escitalopram Paroxetine .85000
*
.29230 .014
Mirtazapine 1.15000
*
.29230 .001
Improve depression in
Elderly
Escitalopram Paroxetine .95000
*
.28393 .004
Mirtazapine .85000
*
.28393 .011
Improve depression in
Women
Escitalopram Paroxetine .75000
*
.28883 .032
Mirtazapine .85000
*
.28883 .013
*. The mean difference is significant at the 0.05 level.
26. Favorable Safety and Tolerability Profile
P2
Dependent Variable (I) Allocation (J) Allocation
Mean Difference
(I-J) Std. Error Sig.
Cardiac Safety Escitalopram Paroxetine 1.20000
*
.29780 .000
Mirtazapine 1.25000
*
.29780 .000
GI tolerability Escitalopram Paroxetine .65000 .28562 .067
Mirtazapine -.45000 .28562 .264
CNS side effects Escitalopram Paroxetine 1.25000
*
.29824 .000
Mirtazapine 1.20000
*
.29824 .000
Sexual Dysfunction Escitalopram Paroxetine .85000
*
.33704 .038
Mirtazapine -.45000 .33704 .382
Drug Interaction Escitalopram Paroxetine 1.20000
*
.27290 .000
Mirtazapine .60000 .27290 .080
*. The mean difference is significant at the 0.05 level.
27. 3. Please describe your perception of Nexito, Cipralex and Rexipra for the
following attributes
Poor
Below
Average Average
Above
Average Great
Not
Applicable
Easy to administer
Easy to Remember name
Economical price
Availability at chemist
Quality of medicine
Availability of multiple strengths
Nexito has the following advantageous perceptions over Cipralex :
1. Easy to Remember (p=0.040)
2. Economical Price (p=0.000)
3. Availability (p=0.000)
4. Availability in Multiple Strengths (p=0.000)
Moreover, Nexito was also found to be superior to Rexipra by doctors’s perception on
the following parameters:
1. Availability (p=0.000)
2. Quality (p-0.011)
P3
28. 3. Please describe your perception of Nexito, Cipralex and Rexipra for the
following attributes
*. The mean difference is significant at the 0.05 level.
Dependent Variable (I) Allocation (J) Allocation
Mean Difference
(I-J) Std. Error Sig.
Easy to Remember Nexito Rexipra .58824 .25753 .068
Cipralex .64706
*
.25753 .040
Economical Price Nexito Rexipra .17647 .27954 .804
Cipralex 1.58824
*
.27954 .000
Availability Nexito Rexipra .76471
*
.29753 .035
Cipralex 1.82353
*
.29753 .000
Quality Nexito Rexipra .58824
*
.19436 .011
Cipralex .11765 .19436 .818
Multiple Strengths Nexito Rexipra .35294 .22719 .276
Cipralex 1.11765
*
.22719 .000
Easy to Administer Nexito Rexipra .41176 .24957 .235
Cipralex .47059 .24957 .154
When all pairs of means are being compared, Tukey’s is the procedure of choice
in Post Hoc Tests in ANOVA
P3
29. Q4. Please describe your perception of Sun Pharma vs other Pharma
companies for the following attributes
Poor
Below
Average Average
Above
Average Great
Not
Applicable
Ethical Behavior
Staff Knowledge and
Professionalism
Customer Service Standards
Communication &
Responsiveness
Innovation
Product Literature/Reference
Scientific Meeting
P4
1. Success of the company which is measured in terms of financial performance
depends on Company image / reputation
2. A positive perception about the company will have a positive spillover effect on
the Nexito too
3. Therefore I studied this contribution of 7 variables with the help of PCA
30. Q4. Please describe your perception of Sun Pharma vs other Pharma
companies for the following attributes
P4
EB
SK
CSS
CR
INN
LR
SM
-2.0
-1.5
-1.0
-0.5
0.0
0.5
1.0
1.5
-10 -5 0 5
PCA2(4.7%)
PCA 1 (89.6%)
Principal Component Plot
PCA 1 explained 89.6% of the total variance PCA 2 explained 4.7% of the total variance
Ethical Behavior (EB) Scientific Meeting (SM)
Staff Knowledge and Professionalism (SK) Innovation (INN)
Communication & Responsiveness (CR) Customer Service Standards (CSS)
Product Literature/Reference (LR)
The result indicate room
for greater participation in
scientific meeting
(International and local),
establishment of speaker
bureau, development of
local speakers, active
involvement in innovative
digital medium like iPAD
detailing, application
development and website
creation for both doctors
and patients.
31. Q5. Please rate your perception for the following statements:
Strongly
Disagree
Somewhat
disagree Neutral
Somewhat
agree
Strongly
agree
Not
Applicable
Nexito – preferred in MDD
without profound anxiety and
insomnia
Nexito Forte (10 + 0.5) –
preferred in MDD with
profound anxiety and
insomnia
Nexito Plus (5 + 0.5) –
preferred in mild depression
with profound anxiety
Nexito LS (10 + 0.25) –
preferred in mixed anxiety
depression to limit daytime
sedation for working
population
P5
32. Majority of doctors are willing to prescribe the combinations in
depression associated with anxiety
P5
Nexito Nexito Forte Nexito Plus Nexito LS
Strongly Disagree 0 0 0 0
Somewhat Disagree 4% 4% 3% 1%
Neutral 11% 2% 9% 4%
Somewhat Agree 26% 28% 27% 34%
Strongly Agree 59% 65% 61% 61%
1. This is in contrast to popular view that combination is irrational and
clonazepam component of combination will result in increase in drug abuse.
2. Anxiety is very common with Major Depression and relief of symptoms is
delayed with monotherapy (escitalopram).
3. Clonazepam acts very fast and therefore relief of symptoms would be faster
with combination of clonazepam with escitalopram (Nexito LS, Nexito Forte
and Nexito Plus).
4. The focus is to control the acute phase with the combination (both
depression and anxiety symptoms) and this may be followed by a switch to
monotherapy (Nexito).
33. Q6. Please describe your perception of Nexito for the following attributes
1 In case the price raise 1-3%, would you prescribe the same brand? [ ] yes [ ] no
2 In case the price raise 4-6 %, would you prescribe the same brand? [ ] yes [ ] no
3 In case the price raise 7-9 %, would you prescribe the same brand? [ ] yes [ ] no
Continue to
support brand in
the event of 1-
3% price
increase
Continue to
support brand in
the event of 4-
6% price
increase
Continue to
support brand in
the event of 7-
9% price
increase
Won’t continue
to support
brand in the
event of any
price increase
48% 27% 18% 07%
P6
1. Majority of doctors are willing to continue prescribe the brand in the event
of price increase.
2. Therefore, price reduction is not required as there is significant price
elasticity on the preferred brand.
• Drug prices have been a point of concern in India for decades
34. Pricing in higher range of marketed brands of
escitalopram – feasible and recommended
1. Continued support for the brand in the event of yearly price rise
• One medication can be recommended as optimal for all patients
because of the substantial heterogeneity among patients
• Patients are given a trial of 2-3 antidepressants before stabilizing
to a suitable medication that can be taken in a sustained manner
(chronic treatment).
• This explains the brand loyalty of doctors and patients and price
elasticity for chosen branded antidepressant like Nexito.
P6
35. Challenging market dynamics have emphasized the
need to develop brands instead of molecules
1. Blackett1 stated that a powerful brand will create a competitive
advantage for pharmaceuticals and “in the twenty-first century,
branding ultimately will be the only unique differentiator
between companies. Brand equity is now a key asset”.
2. Thus, brand personality may become an important factor that
contributes to the development of pharmaceutical brand equity.
3. Moss2 pointed out that historically the industry focused too heavily
on product attributes and neglected other important facets of the
branding paradigm, therefore managing products and not brands.
4. DTCA has created brand names such as Lipitor and Viagra that are
well recognized by the public.
5. Therefore, we need to start with the current understanding of the
brand personality of Nexito.
1. Blackett, T. (2001), “Branding and its potential within the pharmaceutical industry”, in Blackett, R. and Robins, R. (Eds), Brand
Medicine: The Role of Branding in the Pharmaceutical Industry, Palgrave, New York, NY, pp. 9-26.
2. Moss, G. (2001), “Pharmaceutical brands: do they really exist?”, International Journal of Medical Marketing, Vol. 2 No. 1, pp. 23-32.
P6
36. Q7. Please describe your perception of Personality of
Nexito brand for the following attributes
Poor
Below
Average
Average
Above
Average
Great
Not
Applicable
Down to earth
Honest
Friendly
Cheerful
Stylish
Classic
Up-to-date
Reliable
Intelligent
Successful
Glamorous
Charming
P7
37. Method of Identification of the underlying dimensions
of Nexito brand personality
1. Using all brand
personality
evaluation
parameters, an
exploratory factor
analysis (EFA) with
principle axis
extraction, Varimax
rotation, and Kaiser
normalization was
undertaken.
2. EFA was chosen
because the
purpose of the
study is to identify
traits associated
with prescription
brand personality.
Down to earth
Honest
Friendly
Cheerful
Stylish
Classic
Up-to-date
Reliable
Intelligent
Successful
Glamorous
Charming
-4
-3
-2
-1
0
1
2
3
4
-10 -5 0 5
PCA2(16.0%)
PCA 1 (46.5%)
Principal Component Plot
P7
38. Methods on Dimensions of brand personality
1. Both factors had
eigenvalues
greater than one
2. Significant dip in
the Scree plot
followed the
second factor
3. First two factors
were the most
meaningful and
interpretable; and
4. Two-factor
solution explained
a high level of
variance in brand
personality
Down to earth
Honest
Friendly
Cheerful
Stylish
Classic
Up-to-date
Reliable
Intelligent
Successful
Glamorous
Charming
-4
-3
-2
-1
0
1
2
3
4
-10 -5 0 5
PCA2(16.0%)
PCA 1 (46.5%)
Principal Component Plot
Aaker, J. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol. 34 No. 3, pp. 347-356.
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010), Multivariate Data Analysis, 7th ed., Prentice Hall, Upper Saddle River, NJ
P7
39. Dimensions of Nexito brand personality
• Brand personality
survey amongst
psychiatrists
indicate greater
identification
(46.5%) with
principal
component
comprising of
honest, reliable,
classic, down to
earth and friendly
image.
Down to earth
Honest
Friendly
Cheerful
Stylish
Classic
Up-to-date
Reliable
Intelligent
Successful
Glamorous
Charming
-4
-3
-2
-1
0
1
2
3
4
-10 -5 0 5
PCA2(16.0%)
PCA 1 (46.5%)
Principal Component Plot
P7
40. Dimensions of Nexito brand personality
• In comparison,
principal
component
comprising of
intelligent, up-to-
date, glamorous,
stylish, charming,
cheerful and
successful was
attributable to
lower percentage
of response.
Down to earth
Honest
Friendly
Cheerful
Stylish
Classic
Up-to-date
Reliable
Intelligent
Successful
Glamorous
Charming
-4
-3
-2
-1
0
1
2
3
4
-10 -5 0 5
PCA2(16.0%)
PCA 1 (46.5%)
Principal Component Plot
P7
41. Dimensions of Nexito brand personality
• Therefore, we
need to focus our
attention to more
brand visibility
through increase
participation in
CME, conference
and clinical trials,
innovative use of
emerging digital
medium (iPAD
detailing, mobile
application
development for
both doctors and
patients).
Down to earth
Honest
Friendly
Cheerful
Stylish
Classic
Up-to-date
Reliable
Intelligent
Successful
Glamorous
Charming
-4
-3
-2
-1
0
1
2
3
4
-10 -5 0 5
PCA2(16.0%)
PCA 1 (46.5%)
Principal Component Plot
P7
42. Recommendations
PROMOTION
1. Step up promotion in Panic disorders, PTSD with focus on Nexito Forte.
2. Build clinical data on Escitalopram use in Panic disorders, OCD though
clinical trials.
3. Increase Med Education efforts: More sponsorships of CME, increased level
of speaker programs and peer selling.
4. Launch disease awareness campaigns through digital media to increase the
patient capture
5. Increase depression screening and diagnosis through mega camps. Patient
starter packs to build loyal users.
6. Leverage the strong perception in cardiac / elderly population by increased
promotion and awareness on stress, depression and related disorders
through corporate programs, media campaigns.
7. Step up Promotion to Cardio / Phy / Neuro in CAD, Post MI & Post stroke
depression through print inputs
43. Recommendations
PRODUCT:
8. Tap opportunity created by withdrawal of Flupenthixol + Melitracen
combination By launching Escitalopram + Flupenthixol combination
PLACE
9. Sustain the availability advantage and reduce sales return.
PRICE
10. Maintain premium pricing as price elasticity is there with an effective brand
and the unique loyalty of prescribers as well as patients to the chosen brand
44. Conclusion
1. The foundation of identification of various drivers of prescription
behavior of doctors and brand personality has been built
throughout this work.
2. This research has made meaningful contributions to increase the
market share of Nexito.
3. This research has provided us with an effective measurement tool
that will allow formulating marketing strategies and strategically
identifying potential opportunities.
4. The groundwork for future research has been established, and
others can continue to investigate the applicability of various
factors identified in this project.
45. Limitations
1. The findings of my study have included data & field survey of 217
doctors (psychiatrists, neurologists, consultant physicians, general
practitioners, gastroenterologists and cardiologists from major cities
in India.
2. Further studies should be conducted to include more number of
doctors from other parts of India to understand the prescription
behavior in a broader sense.
3. While theoretically the drivers of prescription behavior might be
applicable to all areas of the country a more detailed survey in
interior & micro interior can throw up more challenges.
4. The demographic profile of most doctors is individuals over the age
of 35.
5. Future study should also try to understand the drivers of goods
returns from both chemists & stockists levels
Nexito combination gain MS (1.5%) with growth higher than market in both value & unit terms
However, Nexito Forte growth is slower
Strong competition from Newer brands gained MS with a strong growth
One of the primary research objectives was to identify the underlying dimensions of prescription drug brand personality. Using all brand personality evaluation parameters, an exploratory factor analysis (EFA) with principle axis extraction, Varimax rotation, and Kaiser normalization was undertaken. EFA was chosen because the purpose of the study is to identify traits associated with prescription brand personality.
One of the primary research objectives was to identify the underlying dimensions of prescription drug brand personality. Using all brand personality evaluation parameters, an exploratory factor analysis (EFA) with principle axis extraction, Varimax rotation, and Kaiser normalization was undertaken. EFA was chosen because the purpose of the study is to identify traits associated with prescription brand personality.
The guidelines on number of factors to extract was based on the following criteria., both factors had eigenvalues greater than one; a significant dip in the Scree plot followed the second factor; the first two factors were the most meaningful and interpretable; and the two-factor solution explained a high level of variance in brand personality.
Aaker, J. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol. 34 No. 3, pp. 347-356.
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010), Multivariate Data Analysis, 7th ed., Prentice Hall, Upper Saddle River, NJ
The guidelines on number of factors to extract was based on the following criteria., both factors had eigenvalues greater than one; a significant dip in the Scree plot followed the second factor; the first two factors were the most meaningful and interpretable; and the two-factor solution explained a high level of variance in brand personality.
Aaker, J. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol. 34 No. 3, pp. 347-356.
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010), Multivariate Data Analysis, 7th ed., Prentice Hall, Upper Saddle River, NJ
The guidelines on number of factors to extract was based on the following criteria., both factors had eigenvalues greater than one; a significant dip in the Scree plot followed the second factor; the first two factors were the most meaningful and interpretable; and the two-factor solution explained a high level of variance in brand personality.
Aaker, J. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol. 34 No. 3, pp. 347-356.
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010), Multivariate Data Analysis, 7th ed., Prentice Hall, Upper Saddle River, NJ
The guidelines on number of factors to extract was based on the following criteria., both factors had eigenvalues greater than one; a significant dip in the Scree plot followed the second factor; the first two factors were the most meaningful and interpretable; and the two-factor solution explained a high level of variance in brand personality.
Aaker, J. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol. 34 No. 3, pp. 347-356.
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010), Multivariate Data Analysis, 7th ed., Prentice Hall, Upper Saddle River, NJ
The findings of my study have included data & field survey of 217 doctors (psychiatrists, neurologists, consultant physicians, general practitioners, gastroenterologists and cardiologists from major cities in India. Further studies should be conducted to include more number of doctors from other parts of India to understand the prescription behavior in a broader sense. While theoretically the drivers of precription behavior might be applicable to all areas of the country a more detailed survey in interior & micro interior can throw up more challenges.
The findings of my study have included data & field survey of 217 doctors (psychiatrists, neurologists, consultant physicians, general practitioners, gastroenterologists and cardiologists from major cities in India. Further studies should be conducted to include more number of doctors from other parts of India to understand the prescription behavior in a broader sense. While theoretically the drivers of precription behavior might be applicable to all areas of the country a more detailed survey in interior & micro interior can throw up more challenges.
The findings of my study have included data & field survey of 217 doctors (psychiatrists, neurologists, consultant physicians, general practitioners, gastroenterologists and cardiologists from major cities in India. Further studies should be conducted to include more number of doctors from other parts of India to understand the prescription behavior in a broader sense. While theoretically the drivers of precription behavior might be applicable to all areas of the country a more detailed survey in interior & micro interior can throw up more challenges.