About the Book:

"Pharmaceutical Marketing 4.0 – Indian Context." This comprehensive guide delves into the latest trends and challenges within the Indian Pharmaceutical Industry, offering invaluable strategies for marketers navigating this evolving landscape.

Written with a keen focus on practical application, this book is a vital resource for pharma marketers and students of Pharmaceutical & Healthcare Management Programs. From essential marketing concepts to real-world examples, each chapter equips readers with actionable frameworks that can be readily implemented in the field.

Backed by the author's extensive industry experience and academic insights, "Pharmaceutical Marketing 4.0" is not just a book—it's a must-have reference for Brand Managers and industry practitioners seeking to enhance their understanding of the intricacies of pharmaceutical marketing.

Whether you're a seasoned marketing professional or a student embarking on a career in the pharma industry, this book promises to be your go-to guide for mastering the nuances of pharmaceutical marketing in the Indian context.

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

About the Author:

Dr. Vijay Bhangale is a Management Consultant, Corporate Trainer and an Academician with 17 years of Industry experience & 16 years of experience in academics.

Currently, he is Director at IES’s Management College and Research Centre, Mumbai, India and has taught subjects like Pharmaceutical Marketing, OTC Marketing, Brand Management, Integrated Marketing Communications and Marketing Strategy.

He has presented research papers in conferences at New York, USA, IIMA, IIMK, IIML etc. His research papers have been published in various international and national journals.

He has conducted training programs on Pharma Brand Management & has successfully carried out numerous strategic consulting projects for Pharma/Consumer healthcare companies like ‘Market Entry Strategies’, ‘Growth Strategies’, ‘Business Plan for New Division’ etc. Prior to getting into academics, he has worked with companies like GSK Consumer Healthcare, Ranbaxy, Ipca, Merck etc. and successfully handled marketing of Pharmaceutical, OTC and FMCG products. He headed the profit centres handling leader brands and was responsible for setting up new strategic business units & new product launches.