About the Book:

Pharmaceutical Marketing in India: For Today and Tomorrow is the go-to guide for anyone interested in the pharmaceutical industry in India. With its comprehensive coverage of the sector, this book is a must-read for students, practitioners, and researchers alike. 

In this updated 25th Anniversary Edition, readers will find new content that covers the latest trends and initiatives in the industry. The book provides a thorough introduction to the changes taking place in first-world markets and the incremental steps being taken by Indian drug majors and their MNC counterparts in India. 

This book contains seventy-seven cases that highlight the best practices of successful practitioners of Pharma marketing in India. These cases showcase how they have positioned their products, launched and promoted their brands, and defended their therapeutic segments. The insights provided by these cases are incredibly valuable to both practitioners and students of pharmaceutical marketing.

The new edition of the book includes information on changing detailing practices such as e-Detailing, iPad detailing, and tablet detailing, digital marketing strategies, social media strategies for the pharmaceutical industry, multichannel marketing, closed-loop marketing, and more. It also covers the latest ways of engaging and building meaningful relationships with physicians, including medical sales liaisons (MSL), key opinion leader (KOL) management, and key account management (KAM).

The primary purpose of this edition is to make it not only relevant for today but also for tomorrow. In other words, to make it as future-proof as possible. This book is a vital resource for anyone interested in the pharmaceutical industry and is a must-read for those looking to stay ahead of the curve in this ever-evolving field.

Contents:

Part One: The Big Picture

1.            The Indian Pharmaceutical Industry: An Overview

2.            The Pharmaceutical Market

Part Two: Ten ‘P’s

3.            The Product

4.            The Price

5.            The Place

6.            The Promotion

7.            Personal selling

8.            The Prescription

9.            The Policy

10.         Public Relations

11.         The Power

12.         The Patient

Part Three: Key Success Factors

13.         Managing New Products

14.         The Winning Game Plans

15.         Towards Excellence in Marketing

16.         The Winning Edge

17.         Corporate Scoreboard

18.         GMP

About the Author:

Subba Rao Chaganti, has a masters in business administration and over fifty-two years of experience in pharmaceutical marketing covering the whole gamut and all facets of the industry from selling to sales management, product management to heading the total marketing activity. His experience covers domestic and international marketing, and also Indian and multinational sectors. He also taught for a few years a course on Advertising and Brand Management at Gitam Institute of Foreign Trade (now part of Gitam University) at Visakhapatnam as an adjunct professor and also taught a course on Marketing at the School of Management, Jawaharlal Nehru Technological University (JNTU), Hyderabad as a visiting faculty. He lives in Hyderabad and can be reached at subbarao.chaganti@gmail.com

Here is a list of his publications: 

1.    Pharmaceutical marketing in India: Concepts, Cases, Strategy

2.    Game Plans for Post-GATT Era: Action Agenda of Indian Pharmaceutical Industry

3.    Compete or Forfeit: Strategies for Sustainable Competitive Advantage in Pharma Product Patents Era