About the Book: 

The pharmaceutical industry is at a crossroads. Traditional marketing tactics no longer resonate with patients who demand empathy, understanding and personalized experiences.

This book offers a transformative approach. Through design thinking, you'll learn to:

¨         Empathize: Deeply understand patient needs, fears and aspirations.

¨         Ideate: Generate innovative solutions that address patient challenges.

¨         Prototype and Test: Create tangible experiences to refine your ideas.

¨         Implement: Bring patient-centric solutions to life.

Design Thinking in Pharma offers a groundbreaking approach. By putting patients at the heart of your strategy, you can:

¨         Build stronger connections: Foster trust and loyalty through empathy and understanding.

¨         Drive Innovation: Develop products and services that truly meet patient needs.

¨         Improve Health Outcomes: Empower patients to take control of their health journeys.

¨         Gain a Competitive Edge: Differentiate your brand in a crowded marketplace.

This book is your roadmap to a future in which pharmaceutical marketing is not just about selling products but about improving lives.

Are you ready to transform your approach?

Contents:

Part I: The Power of Design Thinking

1.    Introduction: Why Design Thinking?

2.    Understanding Design Thinking

Part II: The Design Thinking Process for Pharma

3.    Empathizing with Stakeholders

4.    Defining the Problem Statement

5.    Ideation and Creative Exploration

6.    Prototyping and Testing Solutions

Part III: Design Thinking in Action: Benefits for Pharma Marketers

7.    Patient Engagement and Adherence Programs

8.    Developing Effective Communication Materials

9.    Building Strong Brand Experiences

Part IV: Cultivating A Design-Thinking Culture

0. Fostering a Collaborative Team Environment

11. Integrating Design Thinking with Regulatory Requirements

12. Measuring the Success of Design Thinking Initiatives

Part V: The Future of Pharma Marketing with Design Thinking

13. The Future of Pharma Marketing with Design Thinking

14. Augmenting Design Thinking: The Power of AI

15. Conclusion: Design Thinking as A Competitive Advantage

About the Author:

Subba Rao Chaganti has a master’s in business administration and over fifty-two years of pharmaceutical marketing experience. His experience covers all marketing facets, from sales management to product management to heading the total marketing activity. His experience covers domestic and international marketing and the Indian and multinational sectors.

For a few years, he taught a course on advertising and brand management at the GITAM Institute of Foreign Trade (now part of the GITAM University) at Visakhapatnam and a course on international marketing at Jawaharlal Nehru Technological University (JNTU) at Hyderabad in India as a visiting faculty.

He lives in Hyderabad, India.

Here is a list of his published books:

1. Game Plans for Post-Gatt Era: Action Agenda of the Indian Pharmaceutical Industry

2. Compete or Forfeit: Strategies for Sustainable Competitive Edge in Pharma Product Patent Era

3. Pharmaceutical Marketing in India for Today and Tomorrow

4. Bullseyes and Blunders: Lessons from 100 Cases in Pharmaceutical Marketing

5. Digital Pharma Marketing Playbook: Winning with the New Rules of Engagement

6. Cracking the Generics Code: Your Single-Source Success Manual for Multi-Source Products

7. Reimagine Pharma Marketing: Make it Future-Proof!

8. Brand Positioning in Pharma

9. Transactional to Transformational Marketing in Pharma: The Science of Why and the Art of How

10. A to Z of Pharmaceutical Marketing: World’s First-and-Only Encylopedia