Pharmaceutical Marketing 4.0

The book is application oriented highlighting the new trends within Indian Pharmaceutical Industry, Challenges that Marketers are likely to face & the Strategies that they can adopt. It is also designed keeping in mind the Pharmaceutical & Healthcare management programs taught at various B-schools. This book serves as a reference book for pharma marketers and the students of Pharmaceutical & Healthcare Management Programs. This book can be a part of Brand Manager’s library – a book s/he can refer to whenever s/he has to clarify concepts. Highlights of the Book · Covers marketing concepts which a pharma marketer needs to know · It focuses on latest concepts and examples · Provides frameworks that can be applied on-the-job · A summary is given at the end of each chapter for quick reference · It is backed by author’s Industry experience coupled with academic experience of teaching the subject to students undergoing management program in Pharmaceutical & Healthcare Management Book is for whom? · Pharma Industry Marketing Practitioners · Students undergoing a Pharmaceutical /Healthcare Management Program Contents: 1. Healthcare Scenario in India 2. Indian Pharmaceutical Industry Landscape 3. Understanding Pharmaceutical Customer 4. Pharmaceutical Marketing – How is it different from Consumer Marketing? 5. Pharma 4.0 6. Marketing Research and MIS 7. Identifying Market Segments, Targeting & Positioning 8. Pharmaceutical Brand and Branding Strategies 9. New Products - Growth Drivers in Pharmaceutical Industry 10. Pricing Strategies 11. Pharmaceutical Distribution 12. Importance of Retail Pharmacy & Emergence of e-Pharmacy 13. Building Pharma Brands 14. Integrated Marketing Communications 15. Salesforce Effectiveness – Key to Pharmaceutical Brand Success 16. Relationship Marketing 17. Medico Marketing 18. Digital Transformation in Pharmaceutical Industry 19. Hospital (Institutional) Marketing 20. Rural Marketing – its Significance in the Indian Context 21. International Marketing – Exploiting the Potential of Generics 22. OTC Marketing - A Growth Strategy 23. Marketing of Specialty Drugs for Rare Diseases 24. Biopharmaceuticals