The second edition of the book ‘WHAT THE PHARMA CEO WANTS FROM THE BRAND MANAGER’ has been inspired by the recent report published by Mckinsey & Company: ‘India Pharma 2020: Propelling access and acceptance, realizing true potential’.

McKinsey’s earlier prediction has turned out to be correct. The new report says that Indian pharmaceutical market will treble by 2020 and has the potential to quadruple. One salient point in this report: “New products will cease to drive growth; existing large brands would need to make up the gap.” Metro and Tier-1 markets, which have been growing at 14-15 per cent in the last five years, will drive growth in the industry. “The scale and complexity of the market is increasing as India is moving towards the global top tier,” says Palash Mitra, Partner at McKinsey & Company

This McKinsey Report has inspired me to write the second edition.

Three new chapters which will specifically address some of the issues raised in this report have been added.

One is ‘The Building Blocks of a Pharma Brand’. This will certainly become useful to the young and the veterans alike.

The second is ‘Blue Ocean Strategy for Pharma India’ – which will tell the brand managers how to create an uncontested market space and monopolize it, at least for some time. Brand building has no alternate in Pharma India!

The third is on ‘Patient-Centric Marketing’; the novel way to build a pharma brand.

Some of the text in the first edition has been made contemporary as change is inevitable.

The second edition of the book is useful to all pharma brand managers in South East Asia, Latin America and the African countries.

For more details, log on to www.theenablers.org