Why this book?

The in-thing today in Pharma India is transactional marketing – trading gifts, holidays, and other goodies for prescriptions. The S.T.P. strategy has now evolved into L.J.G. strategy – Lunches and Dinners, Jaunts and Cruises, and Gifts & Gratuity.

But the perpetrators seldom remember that this strategy cannot build brands, leave aside making the doctors get addicted to your brand.

The Uniform Code for Pharmaceuticals Marketing Practices (UCPMP), which till now is voluntary, will very soon be modified and will be strictly enforced. The wheel will turn full circle. It is only a matter of time before Good Marketing Practices (GMaP) will be adopted by the leaders in the pharma industry. Brand building will surely supplant transactional marketing and other unethical marketing practices.
It is, therefore time to revisit the basics of pharma brand building. The 13 UNSHAKABLE LAWS OF PHARMA BRANDING are insightful nuggets.

The book has 16 real-life case studies. This will actively engage the readers in figuring out the 13 unshakable laws by abstracting from these examples.
In the end, you will get an important edge in your quest to become a successful pharma brand manager.

Vivek Hattangadi