Bücher von Subba Rao Chaganti

Despite its great contribution to improving the health and well-being of people and saving countless lives worldwide for over a century, the modern pharmaceutical industry has continued to fall from grace in public perception for the last ten to fifteen years.While there are many reasons, such as ever-escalating prices denying access to many patients, unethical business practices to gain market share, and relentless focus on the bottom line explain for low productivity, they cannot be responsible for Pharma's loss of reputation. Instead, most pharmaceutical companies' transactional marketing and other unethical business practices seem to be a major, if not the only, cause of the drug industry's fall on the reputation barometer. Increasing competition, drying up of new product pipelines, rapid genericization, and continuing cost-containment pressures are the reasons a marketer practicing transactional marketing would offer. But, then, there is often a very thin line between a reason and an excuse. Excuses, when accepted, become reasons, and reasons, when denied, become excuses. Regardless of whether there are reasons or excuses, transactional marketing practices and unethical business behavior may give short-term gains in business at a huge cost to reputation, which is extremely difficult to rebuild. Moreover, transactional relationships are so transient, like fleeting clouds, that they cannot build loyalty for your brand or company. Only Transformational marketing practices and ethical business behavior can.Pharma needs to change its marketing practices from transactional to transformational today. The question is how? The book, Transactional to Transformational Marketing aims to show how a pharma company can do this because the cure for all current marketing ills is Transformational Marketing!

Bullseyes and Blunders: Lessons from 100 Cases in Pharmaceutical Marketing is a first-of-its-kind of a book. The book is an invaluable resource for the practitioners as well as the students of pharmaceutical marketing. The case studies presented in the book offer many experiential insights into how some of the world's renowned pharmaceutical marketers built, launched, defended and managed their brands and steered them clear of competition. The Bullseyes in the book present a snapshot of these winning brands. Studying the Blunders or failures or flops too is significant for the practitioners and students of marketing alike. Because these provide the much-needed insights into the essential, Don'ts while building and managing their brands. Bullseyes and Blunders provides a more practical understanding of various topics that are highly relevant for the Pharma brand managers and marketing managers. These are market opportunity analysis, product positioning, product launches, life cycle management, building and defending a disease-franchise among others.Contents: 1. The Pharmaceutical Market2. The Pharmaceutical Product3. Therapeutic Leadership4. Product Launch Strategy5. Life Cycle Management6. Pharmaceutical Marketing Practices: Good and Bad7. Disease Branding8. Blue Ocean Strategy9. The Pricing Strategies10. Pharma and Social Media

Twenty-five years ago, Pharmaceutical Marketing in India: Concepts, Cases, Strategy was the first-ever sectoral marketing book in the Asia Pacific Region. Today, twenty-five years later, Pharmaceutical Marketing in India for Today and Tomorrow continues to be the most comprehensive sectoral marketing book in pharmaceuticals in the Asia Pacific Region. The new 25th Anniversary Edition of the book is an updated version of the original text with significant new content. The seventy plus cases in the book show how some of the highly successful practitioners of Pharma marketing in India have positioned their products, launched and promoted their brands and defended their therapeutic segments. The experiential insights these cases provide are immensely useful for both the practitioners as well as the students of pharmaceutical marketing in India. What is new in this all-new 25th Anniversary edition? The book presents an introduction to all aspects of changes and initiatives that are happening in the first world markets and whatever baby steps that are being taken by Indian drug majors and their MNC counterparts in India. To name a few - Changing detailing practices such as e-Detailing, iPad detailing or tablet detailing, digital marketing strategies, social media strategies for the pharmaceutical industry, multichannel marketing, closed-loop marketing among others. The new ways of engaging and building meaningful relationships with physicians in today's declining physician access scenario are medical sales liaisons (MSL), key opinion leader (KOL) management and key account management (KAM). This latest edition includes these. 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 is possible.